Assessing the Business Potential for New Mobile Services from Mock-Up Evaluation

Mock-ups are often developed in technology-oriented research projects to visualize the potential functionality and value of the technology under investigation. A mock-up typically visualizes a service’s interface and outcome, which can be used for the purpose of demonstration. Mock-ups can be used to extract user requirements for new services at an early stage. In this chapter we illustrate how the STOF model and method can be used to assess business potential of new services from mock-up evaluation. The design of business models and assessment of business potential of mockups may serve different purposes. First, the business potential can be used in the selection of promising mock-ups and subsequent prototypes. It also reveals which mock-ups should not be pursued. Second, critical design issues for the business model may be identified and resulting business requirements can be taken into consideration already at an early stage. Finally, the mock-up and the initial business model can be used to interest and involve potential stakeholders. Just as the mock-up can be used to identify user requirements, the business model can be used to identify business requirements, for instance with regard to the required business roles and their interfaces. It is assumed that early identification of business requirements leads to a higher possibility of a viable business model. The STOF model and method are, therefore, instrumental in realizing a higher chance of valorizing research mock-ups and prototypes.