Interactive TV Ecosystems

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The Power of EcosystemCase Study

Interactive TVEcosystems


© 2009 by Nathalie Magniez

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nathaliemagniez.com

15 Years+ marketing experience

ECOSYSTEMS

Business Ecosystemsas a

Competitive Advantage

CustomersLoyalty

Differentiation

MultipleRevenueStreams

HigherAudience

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)

{ }


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


“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


£ £

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.


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."

So What?


This was not just a device !


A Complete ECOSYSTEM


TVIndustry


Where do I get contentnow?


70%

Apple Store(.com)

ContentTV

Industry


TVIndustry

All Stakeholders “win”


TVIndustry

Phone not subsidizedMonopoly (except France)Higher subscription rate


TVIndustry

Customer VisibilityFee based and secure PlatformClear business model


TVIndustry

Small InvestmentVisibilityHuge potential customer baseEasy Development


TVIndustry

VisibilityMany compatible products (ipod, iphone, itouch)PotentialVolume


TVIndustry

Large Content Choice Easily AccessibleFree and Pay (easy to buy)Transparent synchronization and updates1 account


=

PLATFORM OWNER


’s Goal :

Make its hardware more attractive


= 21Mu Sold35000 apps

1+ billion downloadsSales +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

Solving Customer Problems+

Win/win Proposal for all actors=

Successful & healthy ECOSYSTEM

KEY ELEMENTS OF SUCCESSFUL ECOSYSTEMS


Platform owner

How can I create a better ecosystem than others?


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


Building your ecosystem

• Customer Profiles

• Your Goal

• Your environment

• Resources

Two Halves of the Value Fraction

Value = benefit / price

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Nathalie Magniez

[email protected]

+33(0)6 89 12 10 60

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