Date post: | 13-Sep-2014 |
Category: |
Business |
View: | 381 times |
Download: | 3 times |
Making Memories in High Definition as part of NUS MT4002 module
Ang Qing Zhong A0087688A Ong Xiangrong A0072333N
Teo Tze Jie A0072888L Voon Kakiong A0074717Y
Sony QX10 / QX100
Imagine a camera concept that promises you —
1 PORTABILITY,
2 IMAGE QUALITY,
3 CONNECTIVITY
“ A marriage between the image quality of a DSLR and the convenience of an iPhone.
— EARLY REVI EWER
Sony QX10 / QX100
Imagine a camera concept that promises you —
1 PORTABILITY,
2 IMAGE QUALITY,
3 CONNECTIVITY
Sony QX10 / QX100
Imagine a camera concept that promises you —
1 PORTABILITY,
2 IMAGE QUALITY,
3 CONNECTIVITY
Contents Value Capture
Customer Selection
Scope of Activities
Strategic Control
Value Proposition
5 FACTORS
*
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
• First-of-a-kind lens-style camera
• Screen provided by cellphone (function sharing)
• Battery and memory card inside
• Possibility for standalone operation without draining cellphone battery
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
• No hassle of wires, fuss-free wireless link between camera and cellphone screen
• Direct upload to social networks
• eg. Facebook, Instagram, Twitter
• High quality DSLR-like pictures
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
iPhone COMPATIBLE
Android COMPATIBLE
iPhone COMPATIBLE
Android COMPATIBLE
iPhone COMPATIBLE
Android COMPATIBLE
UNDERSTANDING HOW IT WORKS
Sample operation of the app
iPhone COMPATIBLE
Android COMPATIBLE
UNDERSTANDING HOW IT WORKS
Sample operation of the app
iPhone COMPATIBLE
Android COMPATIBLE
UNDERSTANDING HOW IT WORKS
New ways of taking pictures
Tap to focus No more self-timing shots
Self-portraits, see as you frame your shots Unique angles
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
OPTICAL ZOOM vs DIGITAL ZOOM
How it compares with the competition?
Standard 0% zoom of an airport
Optical zoom 100%— QX10
Digital zoom 100% — cell phone cameras
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
COLOUR REPRODUCTION & DYNAMIC RANGE
How it compares with the competition?
Noticeably lower dynamic range— Nokia Lumia 1020
Wider dynamic range (highlights/shadows not washed out) — QX10
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
LOW-LIGHT SENSITIVITY & IMAGE NOISE
How it compares with the competition?
Relatively noise-free— QX10 Noticeable grains— Nokia Lumia 1020
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
OVERALL CAMERA PERFORMANCE (SENSOR SIZE)
How it compares with the competition?
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
COMPETING FEATURES
C L A R I T Y L O W - L I G H T C O L O U R
OVERALL CAMERA PERFORMANCE (SENSOR SIZE)
How it compares with the competition?
QX100 Sony
RX100 Sony
V1 Nikon
comparable
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
QX100 QX10
QX100 QX10
$498 $248
Focal length 28 - 100mm
Optical zoom 3.6x
Shutter speed 1/2000 - 4s
Weight 179g
Focal length 25 - 250mm
Optical zoom 10x
Shutter speed 1/1600 - 4s
Weight 105g
QX100 QX10
$498 $248
Focal length 28 - 100mm
Optical zoom 3.6x
Shutter speed 1/2000 - 4s
Weight 179g
Focal length 25 - 250mm
Optical zoom 10x
Shutter speed 1/1600 - 4s
Weight 105g
RX100 Sony
$750
Value Proposition *
Portability 1
Connectivity 3
Image Quality 2
• Compact form-factor compared with full DSLRs
• Standalone battery
• Instant access to social media
• WiFi & NFC
• 18.2 / 20.2 MP
• 10x optical zoom
• Performance in low-light
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
THE COMPETITION
Value Proposition *
Key features of QX10 / QX100 WHAT STANDS OUT FROM THE CROWD OF OTHER CAMERAS IN THE MARKET ?
THE COMPETITION
DSLRs
Smartphones
Polaroid
P&S
Value Proposition
Connectivity 3 H I G H L O W
*
Value Proposition *
Connectivity 3 H I G H L O W
Connectivity 3 H I G H L O W
C A M E R A T Y P E E A S E O F U P L O A D I N G O N T O S O C I A L M E D I A
Smartphones
DSLRs, Compact P&S
Polaroid
HIG
H
LO
W
Value Proposition
Portability 1
Image Quality 2
H I G H L O W
HIG
H
LO
W
*
Value Proposition
Portability 1
Image Quality 2
H I G H L O W
HIG
H
LO
W
*
* THIS SEGMENT IS
unserved + sought after
Value Proposition *
Image Quality 2
HTC One
4 ‘Ultra-pixel’ f/2.0 max aperture
Samsung S4
13 MP f/2.6 max aperture
Apple iPhone 5S
8 MP f/2.2 max aperture
Nokia Lumia 1020
41MP f/2.2 max aperture
QX100 QX10
Value Proposition *
Portability 1
Connectivity 3
Image Quality 2
• Compact form-factor compared with full DSLRs
• Standalone battery
• Smooth pairing with Wi-Fi and NFC
• 18.2 / 20.2 MP
• 10x optical zoom
• Performance in low-light
Value Proposition *
Portability 1
Connectivity 3
Image Quality 2
• Compact form-factor compared with full DSLRs
• Standalone battery
• Smooth pairing with Wi-Fi and NFC
• 18.2 / 20.2 MP
• 10x optical zoom
• Performance in low-light
Value Proposition *
Proposing new value propositions DIRECTIONS SONY CAN WORK TOWARDS TO CREATE NEW VALUE PROPOSITIONS ?
• Improving the technology —
• Establish faster set-up times between cellphone and lens
• Allowing users to save in RAW (and JPG) image formats
• A more user-friendly PlayMemories app which allows editing within the app itself
• More photo modes (eg. self-timer, sweep panorama, filters, intervalometer which are achievable over software updates)
Value Proposition *
Proposing new value propositions DIRECTIONS SONY CAN WORK TOWARDS TO CREATE NEW VALUE PROPOSITIONS ?
• Establishing connections beyond smartphones —
• Wireless link to Sony (or other brands of) televisions or handheld devices for family viewing
• New software-side technology of managing photos to permit fast, priority direct upload link to social networks
• Scalable — possible to extend this to any Sony product range in future
Value Proposition *
Proposing new value propositions DIRECTIONS SONY CAN WORK TOWARDS TO CREATE NEW VALUE PROPOSITIONS ?
• Establishing connections beyond smartphones —
• Current wireless link with smartphones and tablets
Proposing new value propositions DIRECTIONS SONY CAN WORK TOWARDS TO CREATE NEW VALUE PROPOSITIONS ?
• Establishing connections beyond smartphones —
• Current wireless link with smartphones and tablets
• Proposed new wireless link to other gadgets with screens (not necessarily branded Sony, in a bid to support open innovation)
?
Value Proposition *
Value Capture
Customer Selection
Scope of Activities
Strategic Control
Value Proposition
Customer Selection *
Customer Selection *
Profile of target audience FINDING OUT WHO EXACTLY WILL BUY THE QX10 / QX100 TECHNOLOGY ?
• Tech-savvy, younger demographics (vis-à-vis technophobic, mature segments)
• Undiscriminating towards gender
• Social network users (eg. Facebook, Instagram, Twitter)
• Demand for high quality pictures
• Unique angles — self portraiture for solo travellers or group shots
Customer Selection *
Want high quality pics
BUT: limited by built-in cellphone camera
Want connectivity to FB
BUT: worried about bulkiness of DSLR
MATCHING CUSTOMER NEEDS
WITH STRENGTHS OF SONY
Customer Selection *
MATCHING CUSTOMER NEEDS
WITH STRENGTHS OF SONY
Customer Selection *
CUST
OM
ER N
EED
S
CUSTOMER TYPES
SERVED UNSERVED
AR
TICU
LATE
D
UN
AR
TICU
LATE
D
Exploited opportunities
Unexploited opportunities
Customer Selection *
CUST
OM
ER N
EED
S
CUSTOMER TYPES
SERVED UNSERVED
AR
TICU
LATE
D
UN
AR
TICU
LATE
D
Exploited opportunities
Unexploited opportunities
Sony Mirrorless
Sony QX100
Customer Selection *
Matching customer needs with company’s strengths WHY DOESN’T SONY MAINTAIN THEIR FIRST MOVER’S ADVANTAGE? ?
A U D I O
T V D I S P L A Y
Customer Selection *
Matching customer needs with company’s strengths WHY DOESN’T SONY MAINTAIN THEIR FIRST-MOVER’S ADVANTAGE? ?
• Core competency — Always trying to serve the unserved, unarticulated segments
• Diversity of products — Not focused but in most cases, Sony has first-mover’s advantage
• Strategic control — Not Sony’s strength
Customer Selection *
Matching customer needs with company’s strengths WHY DOESN’T SONY MAINTAIN THEIR FIRST-MOVER’S ADVANTAGE? ?
• Core competency — Always trying to serve the unserved, unarticulated segments
• Diversity of products — Not focused but in most cases, Sony has first-mover’s advantage
• Strategic control — Not Sony’s strength
Customer Selection *
Matching customer needs with company’s strengths WHY DOESN’T SONY MAINTAIN THEIR FIRST-MOVER’S ADVANTAGE? ?
• Core competency — Always trying to serve the unserved, unarticulated segments
• Diversity of products — Not focused but in most cases, Sony has first-mover’s advantage
• Strategic control — Not Sony’s strength
Customer Selection *
So what is Sony’s strength after all? WHY DOESN’T SONY MAINTAIN THEIR FIRST-MOVER’S ADVANTAGE? ?
• Segment market
• Identify —
• Needs in each market
• Existing products in each market
• Strength and weaknesses of each product
• Select unserved, unarticulated target segment and propose new value proposition
SONY ’S STRENGTH
Moving fast, constantly innovating
I T E R A T I V E P R O C E S S
Customer Selection *
Customer selection strategy CHOICE OF RIGHT CUSTOMER PROFILE HELPS LONG-TERM PRODUCT SUCCESS ?
• Identify niche market for first adopters to generate sufficient revenue streams for the company —
• Those who want fewer complexities of a DSLR, and retain connectivity in social networks
• An age profile of 18-30 to reach out to the tech-savvy, well-travelled, modest spending power.
Customer Selection *
Customer selection strategy CHOICE OF RIGHT CUSTOMER PROFILE HELPS LONG-TERM PRODUCT SUCCESS ?
• Lock in the right customer segments to generate more revenue streams subsequently —
• One-time sale of QX10 / QX100 device, or
• Venue-based rentals* (charged on per usage basis) gives recurring revenues
(* will be addressed in greater detail during later slides)
Customer Selection *
Customer selection strategy CHOICE OF RIGHT CUSTOMER PROFILE HELPS LONG-TERM PRODUCT SUCCESS ?
• Important to serve early (first) adopters —
• Sales to these people will then fuel innovation in subsequent iterations of improved camera design and performance
• Sustain the cost from R&D to produce a pioneer product and form a niche market for themselves
Customer Selection *
Customer Selection
Scope of Activities
Strategic Control
Value Proposition
Value Capture *
Value Capture *
Identifying dominant sources of revenue FINDING WHERE THE REVENUE STREAMS ARE ? 1 PHYSICAL SALE OF QX10 / QX100
QX10 $248
QX100 $498
1 PHYSICAL SALE OF QX10 / QX100
QX10 $248
QX100 $498
Same backend technology, different specifications,
different price points. “ ”
DIFFERENT NEEDS, DIFFERENT PROPENSITY TO SPEND
2
Value Capture *
Value network REVENUE STREAMS FOR SONY ?
• Sony’s primary revenue stream lies in the physical sale of product
• Primarily offer QX10 / QX100 lenses through retailers at MSRP
• Secondarily offer PlayMemories App for free
2 • Primarily offer QX10 / QX100 lenses through retailers at MSRP
• Secondarily offer PlayMemories App for free
Moving ahead, possibility for new revenue streams?
1 + • Venue-based rentals for
QX10 / QX100 lenses?
2 • Primarily offer QX10 / QX100 lenses through retailers at MSRP
• Secondarily offer PlayMemories App for free 1 +
• Venue-based rentals for QX10 / QX100 lenses?
RENTALS New revenue stream?
RENTALS New revenue stream?
But… how are we going to rent them? “ ”
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
Poor ambient lighting a characteristic problem in museums
RENTALS New revenue stream?
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
But… how are we going to rent them? “ ”
Poor ambient lighting a characteristic problem in museums
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast Taken with cellphone camera Taken with a comparable sensor size camera — (SONY RX100)
Which would you choose to upload? SIMPLE THOUGHT EXERCISE
RENTALS New revenue stream?
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
But… how are we going to rent them? “ ”
Poor ambient lighting a characteristic problem in museums
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast Taken with cellphone camera Taken with a comparable sensor size camera — (SONY RX100)
Which would you choose to upload? SIMPLE THOUGHT EXERCISE
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
But… how are we going to rent them? “ ”
Poor ambient lighting a characteristic problem in museums
Which would you choose to upload? SIMPLE THOUGHT EXERCISE
Rental feasible for
MUSEUMS
RENTALS New revenue stream?
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
But… how are we going to rent them? “ ”
Poor ambient lighting a characteristic problem in museums
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
Which would you choose to upload? SIMPLE THOUGHT EXERCISE
Taken with cellphone camera Taken with a comparable sensor size camera — (SONY RX100)
RENTALS New revenue stream?
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
But… how are we going to rent them? “ ”
Poor ambient lighting a characteristic problem in museums
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
Which would you choose to upload? SIMPLE THOUGHT EXERCISE
Taken with cellphone camera Taken with a comparable sensor size camera — (SONY RX100)
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
But… how are we going to rent them? “ ”
Poor ambient lighting a characteristic problem in museums
Which would you choose to upload? SIMPLE THOUGHT EXERCISE
Rental feasible for
FIREWORKS SHOW
RENTALS New revenue stream?
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
But… how are we going to rent them? “ ”
Poor ambient lighting a characteristic problem in museums
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
Which would you choose to upload? SIMPLE THOUGHT EXERCISE
Taken with cellphone camera Taken with a comparable sensor size camera — (SONY RX100)
RENTALS New revenue stream?
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
But… how are we going to rent them? “ ”
Poor ambient lighting a characteristic problem in museums
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
Which would you choose to upload? SIMPLE THOUGHT EXERCISE
Taken with cellphone camera Taken with a comparable sensor size camera — (SONY RX100)
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
But… how are we going to rent them? “ ”
Poor ambient lighting a characteristic problem in museums
Which would you choose to upload? SIMPLE THOUGHT EXERCISE
Rental feasible for
ZOO / NIGHT SAFARI
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
But… how are we going to rent them? “ ”
Poor ambient lighting a characteristic problem in museums
Which would you choose to upload? SIMPLE THOUGHT EXERCISE
QX 10/100
Value Capture *
RENTALS New revenue stream?
• Travellers who don’t want the hassle of carrying a permanent camera
• Low-lit areas where having a DSLR lens creates a stark contrast
MUSEUMS FIREWORKS ZOO / SAFARI
• Consumer will be happy to be able to try out (rent) the QX10 / QX100 before buying
• Attract non-adopters who have never heard of it to consider buying it
Corollary Benefits
RENTALS New revenue stream?
• Consumer will be happy to be able to try out (rent) the QX10 / QX100 before buying
• Attract non-adopters who have never heard of it to consider buying it
Corollary Benefits
FREE! BRAND PUBLICITY yet creates a new revenue stream
1 PHYSICAL SALE OF QX10 / QX100
QX10 $248
QX100 $498
2 STRATEGICALLY-CHOSEN VENUE RENTALS
MUSEUMS FIREWORKS ZOO / SAFARI
Value Capture *
Customer Selection
Value Capture
Scope of Activities
Strategic Control
Value Proposition
*
Strategic Control *
How to maintain profitability WHAT SONY CAN DO TO CARVE A PROFIT STRATEGY FOR THE QX10 / QX100 TECHNOLOGY? ?
MAKING IT APPROPRIABLE
MAINTAINING BARRIERS TO ENTRY
Strategic Control *
How to maintain profitability WHAT SONY CAN DO TO CARVE A PROFIT STRATEGY FOR THE QX10 / QX100 TECHNOLOGY? ?
• Sony has not patented the technology yet
• Patents may be insufficient to ward off imitators
MAKING IT APPROPRIABLE
2
Strategic Control *
How to maintain profitability WHAT SONY CAN DO TO CARVE A PROFIT STRATEGY FOR THE QX10 / QX100 TECHNOLOGY? ?
Two ways to overcome:
• Focus on software, connectivity innovation as opposed to mechanical hardware which can be easily replicable
• Integral design as opposed to modular
MAKING IT APPROPRIABLE
Strategic Control *
How to maintain profitability WHAT SONY CAN DO TO CARVE A PROFIT STRATEGY FOR THE QX10 / QX100 TECHNOLOGY? ?
MAKING IT APPROPRIABLE
MAINTAINING BARRIERS TO ENTRY
Strategic Control *
How to maintain profitability WHAT SONY CAN DO TO CARVE A PROFIT STRATEGY FOR THE QX10 / QX100 TECHNOLOGY? ?
• Sony’s vast product range spans from consumer-friendly smartphones to professional grade SLR/T camera lenses
MAINTAINING BARRIERS TO ENTRY
Strategic Control *
How to maintain profitability WHAT SONY CAN DO TO CARVE A PROFIT STRATEGY FOR THE QX10 / QX100 TECHNOLOGY? ?
• Utilise Sony’s depth of expertise in UX in both areas to bridge the technology between the two as a BTE, thereby creating a niche market which naturally fortifies its barriers
MAINTAINING BARRIERS TO ENTRY
+ = QX100
Strategic Control *
How to maintain profitability WHAT SONY CAN DO TO CARVE A PROFIT STRATEGY FOR THE QX10 / QX100 TECHNOLOGY? ?
• Maximise Sony’s ability to move fast in the camera industry to build another layer of BTE
MAINTAINING BARRIERS TO ENTRY
• Maximise Sony’s ability to move fast in the camera industry to build another layer of BTE
MAINTAINING BARRIERS TO ENTRY
Compact Point & Shoot
DSLR/T
• Maximise Sony’s ability to move fast in the camera industry to build another layer of BTE
MAINTAINING BARRIERS TO ENTRY
Mirrorless Micro Four-Thirds Huge sensor of DSLR/T
Compact form factor of P&S
• Maximise Sony’s ability to move fast in the camera industry to build another layer of BTE
MAINTAINING BARRIERS TO ENTRY
3rd position in DSLR/T market
3rd position in P&S market
• Maximise Sony’s ability to move fast in the camera industry to build another layer of BTE
MAINTAINING BARRIERS TO ENTRY
position in Mirrorless market 1st
CREATION OF NEW NICHE, UNSERVED MARKET SEGMENTS
TO BE A MARKET LEADER IN
• Possibility to utilise Sony’s prevalent defend and extend strategy to continually explore new market segments with unserved needs with existing technological capabilities
MAINTAINING BARRIERS TO ENTRY
• Possibility to utilise Sony’s prevalent defend and extend strategy to continually explore new market segments with unserved needs with existing technological capabilities
MAINTAINING BARRIERS TO ENTRY
Strategic Control *
Customer Selection
Value Capture
Strategic Control
Value Proposition
Scope of Activities *
Scope of Activities *
Activities undertaken by Sony WHAT IS PRODUCED INTERNALLY / WHAT IS OUTSOURCED? ?
Optics / Lenses Bought externally outsourced
Body / Sensor Constructed in-house
Battery / Memory Designed in-house
H A R D W A R E
Scope of Activities *
Activities undertaken by Sony WHAT IS PRODUCED INTERNALLY / WHAT IS OUTSOURCED? ?
Optics / Lenses Bought externally outsourced
Body / Sensor Constructed in-house
Battery / Memory Designed in-house
H A R D W A R E
Scope of Activities *
Activities undertaken by Sony WHAT IS PRODUCED INTERNALLY / WHAT IS OUTSOURCED? ?
Optics / Lenses Bought externally outsourced
Body / Sensor Constructed in-house
Battery / Memory Designed in-house
H A R D W A R E
“ Value Chain Evolution theory suggests companies ought to control (integrate) the dimensions within the value chain that drive performance which matter to customers.
— PROF CLAYTON M. CHRI STENSEN “ S e e ing W hat ’s N ext ” (2004)
Scope of Activities *
Activities undertaken by Sony WHAT IS PRODUCED INTERNALLY / WHAT IS OUTSOURCED? ?
Optics / Lenses Bought externally outsourced
Body / Sensor Constructed in-house
Battery / Memory Designed in-house
H A R D W A R E
“ … and outsource everything else that cannot be value-added any further.
— PROF C L AYTON M. C HRI STEN S EN “ S e e ing W hat ’s N ex t ” (2004)
Scope of Activities *
Activities undertaken by Sony WHAT IS PRODUCED INTERNALLY / WHAT IS OUTSOURCED? ?
Optics / Lenses Bought externally outsourced
Body / Sensor Constructed in-house
Battery / Memory Designed in-house
H A R D W A R E
Scope of Activities *
Activities undertaken by Sony WHAT IS PRODUCED INTERNALLY / WHAT IS OUTSOURCED? ?
Interface App Developed in-house
S O F T W A R E
Scope of Activities *
Activities undertaken by Sony WHAT IS PRODUCED INTERNALLY / WHAT IS OUTSOURCED? ?
Interface App Developed in-house
• Required to maintain crucial wireless link to cellphones
S O F T W A R E
Scope of Activities *
Activities undertaken by Sony WHAT IS PRODUCED INTERNALLY / WHAT IS OUTSOURCED? ?
Interface App Developed in-house
• Required to maintain crucial wireless link to cellphones
S O F T W A R E
“ Directly controlling gives companies the ability to push the frontier of what is possible … [and] a full platform to run experiments to solve problems due to interdependency between activities.
— PROF CLAYTON M. CHRI STENSEN “ S e e ing W hat ’s N ext ” (2004)
Scope of Activities *
Activities undertaken by Sony WHAT IS PRODUCED INTERNALLY / WHAT IS OUTSOURCED? ?
Interface App Developed in-house
• Required to maintain crucial wireless link to cellphones
S O F T W A R E
Scope of Activities *
Optics / Lenses Bought externally outsourced
Body / Sensor Constructed in-house
Battery / Memory Designed in-house
Interface App Developed in-house
Scope of Activities *
Sony QX10 / QX100
A camera concept that creates new value, in terms of —
1 PORTABILITY,
2 IMAGE QUALITY,
3 CONNECTIVITY
Everything in a DSLR, less the screen,
and hence, less the price. “ ”
Sony QX10 / QX100
A camera concept that creates new value, in terms of —
1 PORTABILITY,
2 IMAGE QUALITY,
3 CONNECTIVITY
Value Capture
Customer Selection
Scope of Activities
Strategic Control
Value Proposition
new BUSINESS MODEL
? Ang Qing Zhong A0087688A Ong Xiangrong A0072333N
Teo Tze Jie A0072888L Voon Kakiong A0074717Y
Questions?