The Power of Ecosystem - Case Study

Interactive
TV
Ecosystems
The Power of Ecosystem
Case Study Text
web: www.nathaliemagniez.com
email: nathalie.magniez@bloobble.com
phone: +33 (0)6 89 12 10 60
© nathaliemagniez.com
© 2009 by Nathalie Magniez
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nathaliemagniez.com
15 Years+ marketing experience
ECOSYSTEMS
Business Ecosystems
as a
Competitive Advantage
Customers Differentiation
Loyalty
Multiple Higher
Revenue Audience
Streams
STUDY YOUR ECOSYSTEM
AND
BUILD YOUR PLATFORM

Ecosystem
≠
Business Model
{ 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)
Through the ECOSYSTEM analysis, we can
{ }
understand who the constituents of
the business are and where they can find
value individually
&
together as a whole.
ECOSYSTEM
=
ELEMENTS
+
RELATIONSHIPS
+
EVOLUTION
KEY ELEMENTS OF SUCCESSFUL
ECOSYSTEMS
Answering Customer Needs

+
Win/win Proposal for all actors
=
Successful & healthy ECOSYSTEM
BBC iPlayer
TheVirtuous
Circle
Text
phone: +33 (0)6 89 12 10 60
“
A new generation of media consumers
has risen, demanding content delivered
when they want it, how they want it and
very much as they want it.
- Rupert Murdoch
£ £
Audience
Wii Windows Mac Linux
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.

Iplayer:
2nd video web
site in the UK
Growth of the BBC iPlayer - 2008 41m Virgin Media:
35.1m
1,324,000
+100 million programs
Total stream/download requests 1,170,000 viewed in one year
30.6m
Daily stream/download requests 987,000
21.8m 22.8m
21m 21.2m
700,000 20.4m 759,000
699,000 20.3m 684,000
680,000
17.2m 653,000
556 000
556,000
14m
11.2m 482,000
361,000
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
Apple’s
Profit
Machine
The Power of Ecosystem
Case Study Text
phone: +33 (0)6 89 12 10 60
January
9th, 2007
A A A
wide-screen revolutionary breakthrough
iPod mobile phone Internet communications
device
"These are not three
separate devices.
We are calling it iPhone."
Photo: Mark McLaughlin
So What?
This was not just a device !
A Complete
ECOSYSTEM
TV
Industry
MacRonin47
Where do
I get
content
now?
70%
TV
Content
Industry
Apple
Store
(.com)
TV
Industry
All Stakeholders “win”
TV
Industry
Phone not subsidized
Monopoly (except France)
Higher subscription rate
TV
Industry
Customer Visibility
Fee based and secure Platform
Clear business model
TV
Industry
Small Investment
Visibility
Huge potential customer base
Easy Development
TV
Industry
Visibility
Many compatible products
(ipod, iphone, itouch)
Potential
Volume
TV
Industry
Large Content Choice

Easily Accessible
Free and Pay (easy to buy)
Transparent synchronization and updates
1 account © nathaliemagniez.com
=
PLATFORM OWNER
’s Goal :
Make its hardware more attractive
=
21Mu Sold
35000 apps
1+ billion downloads
Sales +123% YOY
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

KEY ELEMENTS OF SUCCESSFUL
ECOSYSTEMS
Solving Customer Problems

+
Win/win Proposal for all actors
=
Successful & healthy ECOSYSTEM
Platform owner
How can I create a better ecosystem than others?
Ecosystem Actor
Which platform gives the best long-term business

proposition?
Some questions
• 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?
Building your
ecosystem
• Customer Profiles
• Your Goal
• Your environment
• Resources
Two Halves of the Value
Fraction
Value = benefit / price

More about ecosystems
Subscribe to my blog
www.nathaliemagniez.com
or Join the Group on LinkedIn

Next Generation Marketing
Access version of this presentation with audio comments:

http://www.nathaliemagniez.com/ecosystems/the-power-of-ecosystems-presentation-afdesi/
Contact me Conference
Nathalie Magniez
Seminar
Workshop
nathalie.magniez@bloobble.com
+33(0)6 89 12 10 60
@nathaliemagniez (twitter) Consulting

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Interactive

15 Years+ marketing experience

BUILD YOUR PLATFORM

Answering Customer Needs

Wii Windows Mac Linux

Virgin media want and get additional content and

BBC is increasing its audience reach.

Large Content Choice

Make its hardware more attractive

BUILD YOUR PLATFORM

Solving Customer Problems

How can I create a better ecosystem than others?

Which platform gives the best long-term business

• What customer’s problem can you solve by

• How can you, your customers and your partners

Value = benefit / price

or Join the Group on LinkedIn

Access version of this presentation with audio comments:

@nathaliemagniez (twitter) Consulting

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