A Study on the Successful Entrepreneurial Business Model─The Case of Mobile Application Development

• Main Authors: Yi-Chun (Nasrin) Chou, 周怡君
• Other Authors: 陳厚銘
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/01171130425331385677

碩士 === 國立臺灣大學 === 企業管理碩士專班 === 100 === Since 2007, after Apple Inc. launched its epochal smart phone “iPhone”, and created the platform for freely developing the Apps for the smart phone devices, the numbers of startups based on developing Apps surged and mushroomed in the world, including Taiwan. This research targets BungBungame Technology Co., Ltd. (BBG), a Taiwanese successful startup company established in the end of 2008, to investigate how this company became prominent in the App market through its innovative entrepreneurial business model. Within the first two years after BBG’s establishment, several of its popular App have become the best sellers and triggered its growth rate of the net operating profit to 188%. BBG also won numerous App’s awards, which has brought several venture capitals’ attention and shown their great interests in investing BBG. To analyze BBG’s successful business model logically, this research is based on Timmons Model (1999) (Opportunity, Resource, and Team, plus Founder’s Entrepreneurship), adopting qualitative research method combining participant observation and in-depth interviews to scrutinize the key success factors in BBG’s entrepreneurial business model. From the investigation of this research, the key successful factors of BBG are shown below. 1. Entrepreneurship: Santai Hsu, the CEO of BBG owns vivid entrepreneurship. He observes and forecasts the market trend precisely; He always discovers and targets the potential technology earlier than other competitors. Hsu, the veritable pioneer leads BBG to enjoy the first mover advantage in highly competitive App market. 2. Trend observation and backwards thinking: BBG sniffed the business opportunity in the very early stage when iPhone just established the APP sharing platform. As to the design of App, BBG not only considers the needs of end users, but also innovatively contemplates backwards to adjust its strategy to join the App contests held by Apple Inc. and Microsoft. In addition, for the purpose of extending its business’s battle fields and avoiding the latent risk, BBG developed its own Apps for the B to C market while adopting B to B business model for providing OEM and ODM services cross different platforms, including iPhone, iPad, and Win7 phone. 3. Innovation and efficient networking are the key resource: When designing App, BBG followed the philosophy - “Simple is the key for the best seller”. The reason why BBG’s Apps can always occupy the top seats on the APP’s ranking is because BBG always develops the contents which fulfill the needs of the end users. The broad and efficient networking of the BBG is also the key resource to help the startup obtain the aid when they need. The in-time helps from their networking partners boosted their growth quicker than other competitors. 4. Simple team with high flexibility and efficiency: In the high competitive and swiftly changing market, being flexible becomes a very significant characteristic for a newborn corporation to survive. BBG’s simple but high flexible structure contributed to the success. It also initiated innovation and fought back to any attack from outside timely.