The Role of Control Points in Determining Business Models for Future Mobile Generative Systems

Ben D. Eaton, Silvia Elaluf-Calderwood, Carsten Sorensen

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


This paper investigates how the concepts of value network analysis and control points can be used as a valid methodology to identify profitable business models for the mobile telecoms industry. The paper's focus of analysis is on application platforms that result from the generative system that is the mobile Internet combined with mobile devices, further enhanced by advanced user interaction modalities. Conceptual parallels are drawn between the concerns of "cyberlaw" scholars and those of companies that make up the mobile telecoms industry in order to provide a theoretical basis for this paper. "Cyberlaw" scholarship concerns the need to legally control, or regulate, the Internet against abuse, whilst maintaining its innovative essence. The mobile te"le"coms industry seeks to control the mobile Internet for profit, whilst maintaining its capacity for innovative and appealing content and services. As part of this research, current and emergent revenue models are identified for the components that make up the mobile industry. Methods of analysing these business models are proposed using value networks and control points, which are functional areas in a value chain or network where power can be exercised, as the unit of analysis. This method of analysis is illustrated with an initial example and an agenda for further research is outlined. The work covered in this paper is part of a current research programme, namely the User Interfaces for Breakthrough Services work area of the Core 5 Research Programme of the Virtual Centre of Excellence in Mobile & Personal Communications (Mobile VCE). The programme is jointly funded by the Mobile VCEs' industrial member companies and the UK Government, through the Engineering and Physical Sciences Research Council (EPSRC).

Original languageEnglish
Title of host publicationProceedings - 2010 Ninth International Conference on Mobile Business/2010 Ninth Global Mobility Roundtable, ICMB-GMR 2010
Number of pages5
Place of PublicationLos Alamitos, CA
Publication date2010
Article number5494833
ISBN (Print)9780769540849, 9781424474233
ISBN (Electronic)9781424474240
Publication statusPublished - 2010
Externally publishedYes
Event2010 9th International Conference on Mobile Business/2010 9th Global Mobility Roundtable, ICMB and GMR 2010 - Athen, Greece
Duration: 13 Jun 201015 Jun 2010
Conference number: 9


Conference2010 9th International Conference on Mobile Business/2010 9th Global Mobility Roundtable, ICMB and GMR 2010


  • Business models
  • Control points
  • Generative systems
  • Mobile operations

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