The first part of the essay introduces the map application OsmAnd. The main business processes will be outlined using a flow diagram before illustrating the applications value proposition and revenue model. Finally a SWOT-analysis will identify the application's strength to be the deployment of mobile map data, the customisation of map rendering and the ability of trip recording, audio and video notes and OSM editing.
The second part of the essay uses a PEST-analysis to identify developing potential in a developing country, which was chosen to be Thailand. In consideration of the identified strengths of OsmAnd, the development of the agricultural sector was chosen for further investigation. A short summary of the current situation of the agribusiness follows.
The third part of the essay matches the insights from the SWOT- and PEST-analyses to create a new business model. The model is then outlined in a similar manner as initially OsmAnd. Business processes are outlined with the support of a flow diagram, before the changes in value proposition and revenue model are discussed.
The fourth part of the essay sketches potential risks identified during the design process of the new business model and their solution approaches, before concluding that the new model relies on the contribution of the users and the Thai government. Finally it will be recommended that a good stakeholder management will be needed to overcome the threat caused by these dependencies.
Table of Contents
1. Introduction
2. Analysis of OsmAnd
2.1 Introduction of the application and its basic features
2.2 Analysis of the business model
3. Identification of possible contribution to the e-commerce in a developing country
4. Discussion of the new business model
5. Outline of identified possible risks
6. Conclusion
Objectives and Topics
The main objective of this work is to analyze the existing business model of the mobile navigation application OsmAnd and to propose an adaptation of this model—conceptually termed "OsmAndFarm"—to support the agricultural sector in Thailand, a developing economy. The research investigates how the application's technological capabilities in mapping and data management can be leveraged to provide customized farming plans to agriculturalists.
- Analysis of OsmAnd's core business model, value proposition, and revenue strategy.
- Application of PEST analysis to evaluate the socio-economic and technological landscape of Thailand.
- Development of a new business model ("OsmAndFarm") designed to address specific needs in the Thai agricultural sector.
- Identification of potential operational risks, such as cognitive barriers and the necessity for governmental support, along with proposed mitigation strategies.
Excerpt from the book
2.2 Analysis of the business model
OsmAnd’s business model combines the content provider model with elements of a community provider (Laudon & Traver, 2015). Graphic 1 shows a flow chart of the applications’ main business processes, which will be used to explain the notion of both business models as well as the process of value creation.
The graphic illustrates three aspects of OsmAnd’s business model. Firstly, as all business processes are transformation steps of map data, it demonstrates how the app is to be a content provider. Secondly, the appearance of the external entity “User 1…n” at both ends of the value creation process, indicates that a sub group of end-users might be identical with cartographers, who initially generated the map data for OpenStreetMap. This gives OsmAnd an element as a community provider. Thirdly, the graphic indicates clearly the subsequent position of OsmAnd in the value creation process; their focus is set on the supply of mobile map data, rather than the data generation, data aggregation or data management.
After outlining the general business model and its main processes the following paragraph will analyse, how the created value is proposed to consumers and how it is transformed into revenue.
Summary of Chapters
1. Introduction: This chapter introduces the research by using a metaphor to describe the unique value proposition of the mobile application OsmAnd and outlines the study's aim to adapt it for a new environment.
2. Analysis of OsmAnd: This section provides an overview of the application's features and performs a comprehensive analysis of its business model, value creation processes, and current revenue structure.
3. Identification of possible contribution to the e-commerce in a developing country: This chapter utilizes a PEST analysis to identify potential opportunities within the Thai market and matches these with the technical strengths of the application.
4. Discussion of the new business model: This section details the "OsmAndFarm" model, explaining how it processes farm-specific data to provide tailored farming recommendations to users.
5. Outline of identified possible risks: This chapter discusses potential barriers to the implementation of the new model, specifically focusing on challenges regarding user interaction and farmer participation.
6. Conclusion: This section summarizes the findings, confirming that the new model leverages OsmAnd's core capabilities to offer significant value, provided that user contributions and government support are secured.
Keywords
OsmAnd, OsmAndFarm, Thailand, Agriculture, Business Model, E-Commerce, Value Proposition, PEST Analysis, SWOT Analysis, Mobile Application, OpenStreetMap, Stakeholder Management, Sustainable Farming, Digital Transformation, Freemium
Frequently Asked Questions
What is the core focus of this research?
The work focuses on analyzing the mobile navigation app OsmAnd and exploring how its business model can be adapted to foster development in the agricultural sector of a developing country, specifically Thailand.
What are the central thematic fields?
The paper covers e-commerce models, mobile map technology, SWOT and PEST analytical frameworks, and agricultural development strategies in emerging economies.
What is the primary research objective?
The goal is to develop a specialized business model, "OsmAndFarm," that utilizes existing geographical data management tools to provide actionable, customized farming plans to Thai farmers.
Which scientific methods are employed?
The research uses qualitative analysis, including a SWOT analysis to identify application strengths and a PEST analysis to evaluate the external political, economic, social, and technological environment of Thailand.
What topics are discussed in the main body?
The main body examines the current business processes of OsmAnd, presents the PEST analysis for Thailand, outlines the proposed "OsmAndFarm" model, and assesses the associated operational and adoption risks.
Which keywords best characterize this work?
Key terms include OsmAnd, OsmAndFarm, agricultural development, business model innovation, and value proposition.
How is the "OsmAndFarm" model financially structured?
The proposal suggests a sales revenue model where the Thai government pays a fee for the service, as the customization provides value to the agricultural sector at a national level.
What is the biggest risk identified in the implementation?
The primary risk is the engagement and interaction with farmers, specifically regarding their potential lack of mobile technology access, cognitive barriers to e-commerce, and willingness to contribute data.
How does the author suggest overcoming these risks?
Mitigation strategies include securing government support for smartphone subsidies, simplifying the user interface into the local language, and transparently highlighting the personal benefits for farmers.
- Arbeit zitieren
- Malte Eilbracht (Autor:in), 2016, The Mobile Navigation App 'OsmAnd'. Adaptation for the Development of a Farming Tool for the Agricultural Sector in Thailand, München, GRIN Verlag, https://www.hausarbeiten.de/document/342221
