“…1 For many years, the development of mobile services was mostly controlled and managed by the mobile network operators (MNO), phone manufacturers, and some mobile application and content providers. Traditionally, in the mobile application industry, there are several actors intervening along the value chain (Adrian, 2002;Ballon et al, 2008;Barnes, 2002;Buellingen et al, 2004;Funk, 2009;Maitland et al, 2002;Tsalgatidou et al, 2001), in which each actor has its own importance. Recently, this has changed with the arrival of software companies with new mobile phones and platforms such as the iPhone and Android.…”