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BA Svhilbig 1896190.Pdf DEPARTMENT INFORMATION Bachelorarbeit Entwicklerportal als Geschäftsmodell 2.0: seine Relevanz und Zukunftsfähigkeit für Telekommunikationsunternehmen (am Beispiel von „Developer Garden”) vorgelegt von Svetlana Hilbig Studiengang Medien und Information erster Prüfer: Prof. Dr. Dirk Lewandowski zweiter Prüfer: Prof. Dr. Hardy Gundlach Hamburg, August 2010 Danksagung An dieser Stelle möchte ich allen Beteiligten danken, die diese Arbeit möglich gemacht haben. Vielen Dank an das „Developer Garden“-Team, vor allem an Frau König, Herrn Bruhn und Herrn Willner für hilfreiche Anregungen, nützliche Tipps und technische Unterstützung. Mein besonderer Dank gilt Prof. Dr. Dirk Lewandowski und Prof. Dr. Hardy Gundlach für die fachliche Betreuung und die konstruktiven Ratschläge. 2 Abstract In den Zeiten der allgemeinen Verbreitung von Web 2.0-Technologien mit ihren unbegrenzten und kostengünstigen Kommunikationsmöglichkeiten haben Telekommunikationsunternehmen überlebenswichtige Herausforderungen zu meistern. Auf der Suche nach neuen Einkommensquellen und Kundensegmenten öffnen sie ihre Plattformen für Entwickler und bauen begleitende Web-Portale und Communities auf. Die zentrale Frage ist dabei, wie relevant diese Produkte für ein Telekommunikationsunternehmen sind und wie zukunfts- und konkurrenzfähig sie aufgestellt sind. Die vorliegende Arbeit beschäftigt sich mit der Analyse der aktuellen Situation auf dem sich im Stundentakt verändernden Markt mobiler und neuer Web- Technologien und setzt sich mit Erfolgskriterien eines Entwickler-Angebots von Telcos auseinander. Zu diesem Zweck wurde eine Benchmarking-Untersuchung durchgeführt, im Laufe welcher Geschäftsmodelle diverser Entwickler-Portale unter mehreren Aspekten analysiert wurden. Die dabei ermittelten Erfolgsfaktoren sowie Schwächen und Nachteile einiger Angebote wurden zur Bestimmung des aktuellen Marktstandes einer der wenigen Telco-Community im deutschsprachigen Raum – „Developer Garden“ und zur Ausarbeitung von Empfehlungen für die Weiterentwicklungs- und Verbesserungsmaßnahmen verwendet. Schlagwörter Telekommunikationsunternehmen, Benchmarking, Geschäftsmodell, API, offene Schnittstellen, STOF, Web 2.0 3 Einige Fachbegriffe werden bei ihrer Erstverwendung in dieser Arbeit kursiv hervorgehoben, ihre Bedeutung kann dem Glossar entnommen werden. Fremdsprachige Ausdrücke oder Begriffe, die in den deutschen Sprachgebrauch übergangen sind, werden nicht gekennzeichnet. Eigennamen von Entwickler-Portalen werden in die Einführungszeichen gesetzt. Sonstige Eigennamen werden als solche durch Einführungszeichen nur in dem Fall hervorgehoben, wenn sie wenig bekannt und / oder mehrteilig sind. 4 Inhaltsverzeichnis Danksagung ............................................................................................................. 2 Abstract ................................................................................................................... 3 Abkürzungsverzeichnis ............................................................................................ 7 Abbildungsverzeichnis ............................................................................................ 9 Tabellenverzeichnis ............................................................................................... 11 1. Einleitung .......................................................................................................... 12 2. Benchmarking von Geschäftsmodellen: methodische Grundlagen und Untersuchungsablauf ............................................................................................. 17 2.1 Grundlagen des Benchmarking ..................................................................... 17 2.2 Benchmarking von Geschäftsmodellen der Entwickler-Portalen: Vorgehensweise ................................................................................................. 20 2.2.1 Benchmarking-Objekt und Zielsetzung .................................................. 20 2.2.2 Identifikation von Benchmarking-Partnern ............................................ 21 2.2.3 Das theoretische Framework von H. Bouwman als Grundlage für die Analyse von Geschäftsmodellen ..................................................................... 23 2.2.4 Online-Umfrage „Zufriedenheit und Bedürfnisse von Nutzern des Entwickler-Portals „Developer Garden“: Methodik und Durchführung .......... 26 3. Das Entwickler-Portal der Deutschen Telekom AG „Developer Garden“ .......... 30 3.1 Analyse des Geschäftsmodells von „Developer Garden“ .............................. 30 3.2 Analyse der Nutzung von „Developer Garden“-Produkten und der Zufriedenheit mit dem Portal anhand von Ergebnissen der Online-Umfrage „Offene Schnittstellen (APIs) und begleitende Services: Nutzung und Zufriedenheit“ .................................................................................................... 35 3.2.1 Nutzer-Profile von „Developer Garden“ ................................................ 36 3.2.2 Produktnutzung von „Developer Garden“: Zufriedenheit, Kritik und Motivation ...................................................................................................... 38 3.2.3 Nutzung von Informationskanälen bei der Kundengewinnung und Kundenbindung .............................................................................................. 42 3.2.4 Nutzerzufriedenheit mit dem Portal: Bedürfnisse und Kritik ................. 44 3.2.5 „Developer Garden“ als Entwickler-Community ................................... 47 3.3. „Developer Garden“: Stärken-Schwächen-Analyse ..................................... 48 4. Telekommunikationsunternehmen in den Web 2.0-Zeiten: Probleme und Herausforderungen ................................................................................................ 50 5 4.1 Entwickler-Portale von Telekommunikationsriesen: Strategien und Ziele .... 50 4.1.1 Orange Partner (France Telecom) .......................................................... 50 4.1.2 Ribbit Developer Center (British Telecom) ........................................... 56 4.1.3 O2 Litmus (Telefónica O2 UK) ............................................................. 63 4.1.4 Betavine (Vodafone) ............................................................................. 68 4.1.5 AT&T devCentral (AT&T) .................................................................... 72 4.1.6 Verizon Developer Community (Verizon) ............................................. 75 4.1.7 Telenor Fusion (Telenor) ....................................................................... 79 4.2. Strategien neuer Telekommunikationsunternehmen im Open Development- Bereich .............................................................................................................. 84 4.2.1 Twilio Cloud Communications .............................................................. 84 4.2.2 Developer Solutions Clickatell .............................................................. 89 4.2.3 Skype Developer ................................................................................... 92 5. Endgeräte-Hersteller auf dem App-Markt: Hauptrivalen von Telekommunikationsunternehmen? ....................................................................... 95 5.1 iPhone Dev Center (Apple) .......................................................................... 95 5.2 Android Developers (Google) ...................................................................... 99 5.3 Forum Nokia .............................................................................................. 102 6. Erfolgsstrategien eines Entwickler-Portals: Empfehlungen für die Weiterentwicklung von „Developer Garden“ ....................................................... 106 6.1 Vermarktung und Vertrieb: Ertragsmodelle für Entwickler und Entwickler- Portale.............................................................................................................. 106 6.2 API-Angebot: Interesse und Bedarf an neuen Produkten ............................ 108 6.3 Empfehlungen zur Erweiterung des Support-Angebots und des Partnerschaftsnetzwerks ................................................................................... 109 6.4 Informationsarchitektur und Qualitätssicherung des Portals ....................... 113 7. Fazit ................................................................................................................. 116 8. Glossar ............................................................................................................ 118 Literaturverzeichnis ............................................................................................. 121 Anhang A ............................................................................................................ 130 Anhang B............................................................................................................. 132 Anhang C............................................................................................................. 144 Eidesstattliche Versicherung ................................................................................ 145 6 Abkürzungsverzeichnis API - Application Program Interface ASP - Application Service Provider AT&T - American Telephone & Telegraph Corporation AWS - Amazon Web Services BREW - Binary Runtime Environment for Wireless TM CDI - Critical Design Issue COM - Component Object Model CPA - Content Provider Access CRM - Customer Relationship Management DTMF - Dual-Tone Multi-Frequency EMS - Enhanced Messaging Service FTP - File
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