Cleverwood Friday Sessions Value Chain Fabian Tilmant
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Transcript of Cleverwood Friday Sessions Value Chain Fabian Tilmant
Community animation
Twitter opportunities
Case Study mobile app
Monitoring Social media
Geo-localization
Innovative mash-ups
Scrum : tips & tricks
Career mgt 2.0
Basecamp
Webwriting
DYNAMIC INSOURCINGFRIDAY SESSIONS
Fabian TILMANT
“ The Value Chain
of the Digital Information
distribution
“
Follow @Cleverwood
Use #FridaySession
Information Value Chain : We’re in an information world
Information Value Chain : Disruptive Environment
Digital world is constantly changing
Rules don’t have time to be established they’re outdated
Regulation haven’t succeed to follow yet
More possibilities to advertise and reach consumer/prospect
Timing is increasingly important
User expectations are raising
Technology-enabled business models have emerged
Internet pure player are tough competitors and have deep pockets
The whole advertising world can change in a second (MS or Google have 10 times money to buy advertising groups)
…
Information Value Chain : Stages of the Value Chain
Information Value Chain : How to optimize your position?
Standards
Substitution
Winner-take-all
Platform logic
Platform utility
Information Value Chain : Set standards if you can
Standard: a custom, convention, product, or system that has achieved a dominant position by public acceptance or market forces
Example: OS sets standards, browsers doesn’t because they all do the same job based on same technology => low entry barrier
Standard | Substitution | WTA | Platform logic | Platform utility
Information Value Chain : Avoid substitution on your P&S
Substitution allows a player/technology to keep or not a market (entry and exit barriers). If you can substitute one product/service by another very easily, this product/service is called commoditized
To push barrier higher: add-value/differentiate (soon-to-be) commoditized products/services
Standard | Substitution | WTA | Platform logic | Platform utility
Information Value Chain : Winner-take-all situation
Winner-take-all: if a player sets an adopted standard or is in a monopoly position and if entry barrier is high, we’re in a Winner-take-all situation
Source: Cybernetnews.com
Examples: Windows in OS, BluRay thanks to PS3 established base and Sony Entertainment catalog…
It keeps going if WTA sets and animate platform, keeps innovating and locks standard
Standard | Substitution | WTA | Platform logic | Platform utility
Information Value Chain : Set up platforms!
Platform logic: setting up platforms allows you to build and grow a system with both users and partners (called complementors). To keep it alive, you need to
– Strengthen your leadership on thesystem
– Give complementors tools to innovate within your system to make them raise money and keep them alive (they bet their asset on your platform)
– An isolated complementor has the risk to compete with platform owner. Or can be count on being bought;o)
– UGC creates a new kind of complementors: users(look at Social networks..)
Platform
Users
Complementors
Standard | Substitution | WTA | Platform logic | Platform utility
Information Value Chain : Increase your platform’s utility
Utility: when a platform is auto-filled, a virtuous circle is created. Utility of the platform gets bigger with time. Mind keeping innovating and empowering your complementors and users!
Counter-example: Java on Windows breaks this utility logic thanks to application porting from 1 platform to another. MS reaction: no support for Java and invention of a competitive programming language (.NET)Developers, Developers, Developers…
Platform
Users
Complementors
Standard | Substitution | WTA | Platform logic | Platform utility
Information Value Chain : Best case for your business
Conclusion: tying up some elements of the chain by partnerships, buying or building allows a better control on the whole chain– Setting standards: increasingly difficult
in this open-source world (but look at Apple)
– Optimizing entry/exit barriers (but depends a lot of the sector and markets you’re on), which could lead to a WTA situation
– Using platform logics and strengtheningutility of your platform(s)
INERTIA IS NOT AN OPTION !
INNOVATE !!!
Information Value Chain : Let’s find practices and examples
Now speak out! We can discuss examples (Google, Windows/Apple PC, Game consoles, iPhone, IDTV, music and films going digital, OpenSocial initiated by Google and refused by Facebook-WTA, Data Portability Project, Ebay…)
Standard | Substitution | WTA | Platform logic | Platform utility
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expertise, knowledge and
consulting services for Web,
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and emerging channels.
Slides will up be there
Pic’s will be here
Summary over hereAnd tweets down here
Thank You
Fabian Tilmant
@fabnet_be