Référence :  Müller R.L., Kijl B., Martens J.K.J. (2011) « A comparison of Inter-Organizational Business Models of Mobile App Stores: There is more than Open vs Closed » in Journal of Theoretical and Applied Electronic Commerce Research, Vol. 6, n°2, pp. 63-76.

Idée dominante : La concurrence entre les app stores pour smartphone permet de distinguer plusieurs types de stratégies plus complexe que la différentiation binaire de technologie ouverts/fermés.

Résumé :

La différentiation stratégique des plateformes mobile se limitait jusqu’à présent à l’opposition entre technologie ouverte et fermée. D’autres typologies prennent en compte d’autres dimensions pour différencier les plateformes : contrôle/accès à une ressource ; contrôle des actifs/contrôle des clients ; Verticale (prix, qualité)/Horizontale (type d’utilisateurs).

Plusieurs modèles théoriques sont également à prendre en compte car ils ont un impact sur la structure d’un app store (Effets de réseaux, économies d’échelles, coûts de transaction). De même, des mécanismes assurant de la qualité sont mis en œuvre pour réduire les risques liés aux transactions entre développeurs et consommateurs (construction de réputation, systèmes de réputation, garanties, prévisualisation, comptes rendus). De nouveaux business models sont aussi expérimentés par les développeurs (achats in-app).

Les auteurs mettent en place une modélisation (E3 Value Model) pour mettre en avant les interdépendances entre les activités et acteurs de l’écosystème des app stores. Sur cette modélisation générale, la source principale de rentrée d’argent provient des consommateurs et des fournisseurs de publicité alors que les sorties d’argents sont principalement destinées aux développeurs et distributeurs de logiciels. Le propriétaire de l’app store peut influencer ce réseau de valeur en le structurant et en décidant des rôles qu’il va contrôler ou non et de leur exclusivité. L’analyse des différents app store selon ce modèle et le concept d’innovation ouverte et d’ « innovation economies of scope » a permis de déterminer qu’une plateforme n’est ni totalement fermée et ni totalement ouverte car certains services sont ouverts ou fermés selon le business model sous-jacent de la plateforme.

Notes d’intérêt : Texte fondamental car contenant beaucoup de concepts théoriques appliqués spécifiquement au marché des app stores (avec notamment modélisation e3 du réseau de valeur de ce marché). Il donne également des éléments de comparaison entre les différents app stores avec un focus sur Apple et Google.

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