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The Power of EcosystemCase Study
Interactive TVEcosystems
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© 2009 by Nathalie Magniez
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15 Years+ marketing experience
ECOSYSTEMS
Business Ecosystemsas a
Competitive Advantage
CustomersLoyalty
Differentiation
MultipleRevenueStreams
HigherAudience
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STUDY YOUR ECOSYSTEM
AND
BUILD YOUR PLATFORM
Ecosystem≠
Business Model
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An ECOSYSTEM is a a completely independent unit of interdependent
organisms which share the same habitat.
Key Aspects of ecosystem
• Actors (species)• Relationships (network)• Performance (health)• Dynamics (evolution)• Strategy and behavior of actors (role)
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Through the ECOSYSTEM analysis, we canunderstand who the constituents of
the business are and where they can find value individually
& together as a whole.
ECOSYSTEM=
ELEMENTS+
RELATIONSHIPS+
EVOLUTION
Answering Customer Needs+
Win/win Proposal for all actors=
Successful & healthy ECOSYSTEM
KEY ELEMENTS OF SUCCESSFUL ECOSYSTEMS
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BBC iPlayer TheVirtuousCircle
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“A new generation of media consumershas risen, demanding content delivered
when they want it, how they want it andvery much as they want it.
- Rupert Murdoch
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£ £
Audience
Windows Mac LinuxWii
All Stakeholders “win”
Consumers want and get a wide choice of services, “tailor made” for the best TV experience, free use of service, available on many platforms.
Virgin media want and get additional content and services free for its cable audience
BBC is increasing its audience reach.
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Growth of the BBC iPlayer - 2008 41m
1,324,00035.1m
Total stream/download requests
Daily stream/download requests30.6m
987,000
1,170,000
17.2m
556 000
21m
699,000
21.8m
700,000 20.4m
680,00020.3m
653,000
21.2m
684,000
22.8m
759,000
11.2m
361,000
14m
482,000
556,000
Jan 08 Feb 08 Mar 08 Apr 08 May 08 Jun 08 Jul 08 Aug 08 Sep 08 Oct 08 Nov 08 Dec 08
Source: Hybrid Broadcast Broadband in the UK Project Canvas by Jeff Hunter (26/03/2009)http://www.bloobble.com/broadband-presentations/presentations?itemid=2398
Iplayer:2nd video web site in the UK
Virgin Media:+100 million programsviewed in one year
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Apple’s ProfitMachineThe Power of EcosystemCase Study
January 9th, 2007
A wide-screen
iPod
A revolutionary mobile phone
Abreakthrough
Internet communications device
"These are not three separate devices.
We are calling it iPhone."
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So What?
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This was not just a device !
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A Complete ECOSYSTEM
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TVIndustry
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Where do I get contentnow?
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70%
Apple Store(.com)
ContentTV
Industry
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TVIndustry
All Stakeholders “win”
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TVIndustry
Phone not subsidizedMonopoly (except France)Higher subscription rate
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TVIndustry
Customer VisibilityFee based and secure PlatformClear business model
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TVIndustry
Small InvestmentVisibilityHuge potential customer baseEasy Development
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TVIndustry
VisibilityMany compatible products (ipod, iphone, itouch)PotentialVolume
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TVIndustry
Large Content Choice Easily AccessibleFree and Pay (easy to buy)Transparent synchronization and updates1 account
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=
PLATFORM OWNER
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’s Goal :
Make its hardware more attractive
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= 21Mu Sold35000 apps
1+ billion downloadsSales +123% YOY
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Thanks to its successful and healthy ecosystem,Apple is getting multiple revenue streams
How much iPhones do you think Apple would have sold without its platform?
STUDY YOUR ECOSYSTEM
AND
BUILD YOUR PLATFORM
Solving Customer Problems+
Win/win Proposal for all actors=
Successful & healthy ECOSYSTEM
KEY ELEMENTS OF SUCCESSFUL ECOSYSTEMS
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Platform owner
How can I create a better ecosystem than others?
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Ecosystem Actor
Which platform gives the best long-term business proposition?
• What are your customer buying from you and what are they also buying to be able to use your products?
• What customer’s problem can you solve by proposing a single entry points for products?
• How can you, your customers and your partners benefit from such an offer?
Some questions
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Building your ecosystem
• Customer Profiles
• Your Goal
• Your environment
• Resources
Two Halves of the Value Fraction
Value = benefit / price
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