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Msc Product Service System Design Thesis final presentation
 

Msc Product Service System Design Thesis final presentation

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this is my final thesis presentation, on "Business Model Innovation: Narratives building Business Logic. The social network case". ...

this is my final thesis presentation, on "Business Model Innovation: Narratives building Business Logic. The social network case".

My thesis work is divided into three parts: research (on Business Model and Social Network), analysis (longitudinal of Facebook, Twitter and google+ on different levels-logic, narratives, product), and project (the remodel of the Vodafone community Youniversity)
For the related video, check my vimeo channel out at: http://vimeo.com/mccacciani/videos

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    Msc Product Service System Design Thesis final presentation Msc Product Service System Design Thesis final presentation Presentation Transcript

    • BUSINESS MODEL INNOVATIONNARRATIVES BULDING BUSINESS LOGICThe Social Network CaseM.CHIARA CACCIANI20.12.2011 1
    • WHY BUSINESS MODEL DESIGN? 2
    • “Design is a creative activity whose aim is to establish themulti-faceted qualities of objects, processes, services and theirsystems in the whole life cycles” T. Maldonado 2
    • MEANINGS OF OBJECTS, PROCESSES,SERVICES AND THEIR SYSTEMS 2
    • Business Model as: SYSTEM THINKING CH R RESEA NARRATIVES USERCENTREDAPPROACH LY S I S A N A LY S I S P H A S E A AN CT JE PROJECTING APRO N E W N A R R AT I V E 3
    • CH R RESEA WHAT IS A NARRATIVE? 4
    • NOT A STORYTELLING 5
    • fr om:THE MARKETTHE USERSTHE BRAND 5
    • 6
    • MEANING GENERATION CYCLE as expected to be 7
    • LOGICBUSINESS message BUSINESS GENERATED NARRATIVE ENCODED DECODEDUSERS PARTNERSSTAKEHOLDERS 8
    • BUT THIS IS WHAT’S HAPPENING 9
    • LOGIC BUSINESS extra elements NARRATIVE WHAT USER NARRATIVE ROLE CO-CREATION BUSINESS NARRATIVE WHYUSERS PARTNERSSTAKEHOLDERS HOW 10
    • LOGIC BUSINESS NARRATIVE WHAT PRODUCT W H Y THE PLATFORM ROLEUSERS PARTNERSSTAKEHOLDERS HOW BUSINESS NARRATIVE 10
    • LOGIC BUSINESS NARRATIVE WHAT PRODUCT WHY is changing nowUSERS PARTNERSSTAKEHOLDERS HOW THE REVERSE MEANING GENERATION CYCLE BUSINESS NARRATIVE 10
    • Narratives as analytical tool YSIS FACEBOOK GOOGLE+ TWITTERALAN 11
    • + BUSINESS LOGIC$ + PRODUCT + NARRATIVES 12
    • + BUSINESS LOGIC$ + PRODUCT + NARRATIVES 12
    • $ 12
    • SHARING CONVERSATION GROUPS USER$ IDENTITY RELATIONSHIP PRESENCE REPUTATION 12
    • -server Network -deal with -deal with Network -server Network -implement the Network -deal with Network Network -server Network -Interpublic monitoring Give power to co-creation everybody <13 server co-creation monitoring co-creation website co-creation server co-creation -deal with Network server co-creation monitoring co-creation group -hackaton the individual; with a verified server co-creation overloading overloading -Interpublic -hackaton Be a network everybody <13 -deal with overloading -hackaton -Chase credit organization giving people e-mail account -hackaton -hackaton group organization infrastructure, with a verified server -PR with -Ivy league overloading -Interpublic organization connect friends everybody <13 card - develop the right tools A place to Ivy league organization organization connect -Chase credit -develop API an always e-mail account overloading universities and -hackaton -Interpublic create a everybody -Interpublic everybody <13 group -develop new and people with with a verified -Microsoft timeline and to e ciently collect info and Stanford Help people -Interpublic Help people everybody <13 -code transition -code transition friends and card opengraph present -PR with -hackaton Stanford organization group friendship <13 with a group with a verified -Chase credit home same interests e-mail account -indipendent opengrapy communicate, about students and understand group with a verified to platform people with -Microsoft software universities organization students understand -Chase credit to platform network: verified e-mail -Chase credit e-mail account card -develop FB lite through FB developers protocol where big ourselves to sta the -Chase credit e-mail account same interests -indipendent based on a and sta the card social graph account card -Microsoft platform and -Nielsen corporations be shared with surrounding card through FB developers stable and real surrounding -Microsoft -Microsoft -indipendent the social graph Homescan and our friends, world -high school -Microsoft platform and -Nielsen -email account time -www.face world -indipendent -indipendent -email account -www.face developers -Digital Sky -email account governments -www.face platform to students -email account -www.face the social -email account -www.face Homescan -opensource connection book.com -harvard email -theface -schools email developers developers -opensource book.com -Nielsen Technologies -opensource have greater book.com -theface (37,000 -all email -www.face -opensource book.com graph -opensource book.com -Digital Sky software among friends -personal referral account host user book.com account software -personal referral Homescan -NBC software and greater -personal referral book.com schools) account book.com software -personal software -personal referral Technologies -users behaviour -wordofmouth -opensource generated -personal referral -opensource -users -wordofmouth -Digital Sky -Spotify+34 -users information -wordofmouth -personal referral -opensource -personal -users referral -users behaviour -wordofmouth -NBC datas -F8 software contents -wordofmouth software behaviour datas -F8 Technologies more behaviour datas and -F8 -wordofmouth software referral behaviour datas -wordof- -Microsoft datas -Microsoft hotmail -users -users -NBC -Microsoft computational -users -wordofmouth -Microsoft mouth hotmail -Microsoft hotmail behaviour datas behaviour resources behaviour datas hotmail -F8 hotmail datas -rent -self-service FB adv -rent -self-service FB adv -rent -self-service FB adv -rent -self-service FB adv -hosting servers -Virtual gifts -rent -self-service FB adv -hosting servers -Virtual gifts -hosting servers -Virtual gifts -host: facebook.com -colleges and local businesses banner -rent -colleges and local businesses banner -hosting servers -Virtual gifts -employees -sponsored groupshosting server ADV: colleges and local businesses -hosting servers -Virtual gifts -employees -sponsored groups (200.000$) -sponsored groups -hosting servers -sponsored groups -employees -sponsored groups -employees -sponsored groups -Acquisition of: Octazen Solutions, Divvyshot, -traditional banner adv, sold on a national banner and special promotion page -employees -sponsored groups -traditional banner adv, sold on a national -rent -traditional banner adv, sold on a -employees -traditional banner adv, sold on a -traditional banner adv, sold on a national -traditional banner adv, sold on a national ShareGrove, Chai Labs (10mil$), Nextstop basis [CPM and CPA based] -traditional banner adv, sold on a national - acquires FriendFeed (50mil$) basis [CPM and CPA based] national basis [CPM and CPA based] basis [CPM and CPA based] basis [CPM and CPA based] (2.5mil$), drop.io, Zenbe national basis [CPM and CPA based] basis [CPM and CPA based] WALL + GROUP + POKE PHOTOS + TAGGING OPEN REG + NEWS PLATFORM + FB ADS FB CONNECT LIKE+OPEN STREAM API FB PLACES TIMELINE + OPEN GRAPH A place to Help people create a connect Be a network Give power to collect info understand friendship friends and infrastructure, the individual; about the network: people with an always giving people ourselves to surrounding social graph same interests present the right tools be shared with world through FB software to e ciently our friends, platform and based on a communicate, platform to the social stable and real where big host user graph time corporations generated connection and contents among friends governments have greater and greater information and computational resources 13
    • -server Network -deal with -deal with Network -server Network -implement the Network -deal with Network Network -server Network -Interpublic monitoring Give power to co-creation everybody <13 server co-creation monitoring co-creation website co-creation server co-creation -deal with Network server co-creation monitoring co-creation group -hackaton the individual; with a verified server co-creation overloading overloading -Interpublic -hackaton Be a network everybody <13 -deal with overloading -hackaton -Chase credit organization giving people e-mail account -hackaton -hackaton group organization infrastructure, with a verified server -PR with -Ivy league overloading -Interpublic organization connect friends everybody <13 card - develop the right tools A place to Ivy league organization organization connect -Chase credit -develop API an always e-mail account overloading universities and -hackaton -Interpublic create a everybody -Interpublic everybody <13 group -develop new and people with with a verified -Microsoft timeline and to e ciently collect info and Stanford Help people -Interpublic Help people everybody <13 -code transition -code transition friends and card opengraph present -PR with -hackaton Stanford organization group friendship <13 with a group with a verified -Chase credit home same interests e-mail account -indipendent opengrapy communicate, about students and understand group with a verified to platform people with -Microsoft software universities organization students understand -Chase credit to platform network: verified e-mail -Chase credit e-mail account card -develop FB lite through FB developers protocol where big ourselves to sta the -Chase credit e-mail account same interests -indipendent based on a and sta the card social graph account card -Microsoft platform and -Nielsen corporations be shared with surrounding card through FB developers stable and real surrounding -Microsoft -Microsoft -indipendent the social graph Homescan and our friends, world -high school -Microsoft platform and -Nielsen -email account time -www.face world -indipendent -indipendent -email account -www.face developers -Digital Sky -email account governments -www.face platform to students -email account -www.face the social -email account -www.face Homescan -opensource connection book.com -harvard email -theface -schools email developers developers -opensource book.com -Nielsen Technologies -opensource have greater book.com -theface (37,000 -all email -www.face -opensource book.com graph -opensource book.com -Digital Sky software among friends -personal referral account host user book.com account software -personal referral Homescan -NBC software and greater -personal referral book.com schools) account book.com software -personal software -personal referral Technologies -users behaviour -wordofmouth -opensource generated -personal referral -opensource -users -wordofmouth -Digital Sky -Spotify+34 -users information -wordofmouth -personal referral -opensource -personal -users referral -users behaviour -wordofmouth -NBC datas -F8 software contents -wordofmouth software behaviour datas -F8 Technologies more behaviour datas and -F8 -wordofmouth software referral behaviour datas -wordof- -Microsoft datas -Microsoft hotmail -users -users -NBC -Microsoft computational -users -wordofmouth -Microsoft mouth hotmail -Microsoft hotmail behaviour datas behaviour resources behaviour datas hotmail -F8 hotmail datas -rent -self-service FB adv -rent -self-service FB adv -rent -self-service FB adv -rent -self-service FB adv -hosting servers -Virtual gifts -rent -self-service FB adv -hosting servers -Virtual gifts -hosting servers -Virtual gifts -host: facebook.com -colleges and local businesses banner -rent -colleges and local businesses banner -hosting servers -Virtual gifts -employees -sponsored groupshosting server ADV: colleges and local businesses -hosting servers -Virtual gifts -employees -sponsored groups (200.000$) -sponsored groups -hosting servers -sponsored groups -employees -sponsored groups -employees -sponsored groups -Acquisition of: Octazen Solutions, Divvyshot, -traditional banner adv, sold on a national banner and special promotion page -employees -sponsored groups -traditional banner adv, sold on a national -rent -traditional banner adv, sold on a -employees -traditional banner adv, sold on a -traditional banner adv, sold on a national -traditional banner adv, sold on a national ShareGrove, Chai Labs (10mil$), Nextstop basis [CPM and CPA based] -traditional banner adv, sold on a national - acquires FriendFeed (50mil$) basis [CPM and CPA based] national basis [CPM and CPA based] basis [CPM and CPA based] basis [CPM and CPA based] (2.5mil$), drop.io, Zenbe national basis [CPM and CPA based] basis [CPM and CPA based] WALL + GROUP + POKE PHOTOS + TAGGING OPEN REG + NEWS PLATFORM + FB ADS FB CONNECT LIKE+OPEN STREAM API FB PLACES TIMELINE + OPEN GRAPH GROUPS CONVERSATION SHARING f USER IDENTITY RELATIONSHIP PRESENCE REPUTATION 13
    • -server Network -deal with -deal with Network -server Network -implement the Network -deal with Network Network -server Network -Interpublic monitoring Give power to co-creation everybody <13 server co-creation monitoring co-creation website co-creation server co-creation -deal with Network server co-creation monitoring co-creation group -hackaton the individual; with a verified server co-creation overloading overloading -Interpublic -hackaton Be a network everybody <13 -deal with overloading -hackaton -Chase credit organization giving people e-mail account -hackaton -hackaton group organization infrastructure, with a verified server -PR with -Ivy league overloading -Interpublic organization connect friends everybody <13 card - develop the right tools A place to Ivy league organization organization connect -Chase credit -develop API an always e-mail account overloading universities and -hackaton -Interpublic create a everybody -Interpublic everybody <13 group -develop new and people with with a verified -Microsoft timeline and to e ciently collect info and Stanford Help people -Interpublic Help people everybody <13 -code transition -code transition friends and card opengraph present -PR with -hackaton Stanford organization group friendship <13 with a group with a verified -Chase credit home same interests e-mail account -indipendent opengrapy communicate, about students and understand group with a verified to platform people with -Microsoft software universities organization students understand -Chase credit to platform network: verified e-mail -Chase credit e-mail account card -develop FB lite through FB developers protocol where big ourselves to sta the -Chase credit e-mail account same interests -indipendent based on a and sta the card social graph account card -Microsoft platform and -Nielsen corporations be shared with surrounding card through FB developers stable and real surrounding -Microsoft -Microsoft -indipendent the social graph Homescan and our friends, world -high school -Microsoft platform and -Nielsen -email account time -www.face world -indipendent -indipendent -email account -www.face developers -Digital Sky -email account governments -www.face platform to students -email account -www.face the social -email account -www.face Homescan -opensource connection book.com -harvard email -theface -schools email developers developers -opensource book.com -Nielsen Technologies -opensource have greater book.com -theface (37,000 -all email -www.face -opensource book.com graph -opensource book.com -Digital Sky software among friends -personal referral account host user book.com account software -personal referral Homescan -NBC software and greater -personal referral book.com schools) account book.com software -personal software -personal referral Technologies -users behaviour -wordofmouth -opensource generated -personal referral -opensource -users -wordofmouth -Digital Sky -Spotify+34 -users information -wordofmouth -personal referral -opensource -personal -users referral -users behaviour -wordofmouth -NBC datas -F8 software contents -wordofmouth software behaviour datas -F8 Technologies more behaviour datas and -F8 -wordofmouth software referral behaviour datas -wordof- -Microsoft datas -Microsoft hotmail -users -users -NBC -Microsoft computational -users -wordofmouth -Microsoft mouth hotmail -Microsoft hotmail behaviour datas behaviour resources behaviour datas hotmail -F8 hotmail datas -rent -self-service FB adv -rent -self-service FB adv -rent -self-service FB adv -rent -self-service FB adv -hosting servers -Virtual gifts -rent -self-service FB adv -hosting servers -Virtual gifts -hosting servers -Virtual gifts -host: facebook.com -colleges and local businesses banner -rent -colleges and local businesses banner -hosting servers -Virtual gifts -employees -sponsored groupshosting server ADV: colleges and local businesses -hosting servers -Virtual gifts -employees -sponsored groups (200.000$) -sponsored groups -hosting servers -sponsored groups -employees -sponsored groups -employees -sponsored groups -Acquisition of: Octazen Solutions, Divvyshot, -traditional banner adv, sold on a national banner and special promotion page -employees -sponsored groups -traditional banner adv, sold on a national -rent -traditional banner adv, sold on a -employees -traditional banner adv, sold on a -traditional banner adv, sold on a national -traditional banner adv, sold on a national ShareGrove, Chai Labs (10mil$), Nextstop basis [CPM and CPA based] -traditional banner adv, sold on a national - acquires FriendFeed (50mil$) basis [CPM and CPA based] national basis [CPM and CPA based] basis [CPM and CPA based] basis [CPM and CPA based] (2.5mil$), drop.io, Zenbe national basis [CPM and CPA based] basis [CPM and CPA based] WALL + GROUP + POKE PHOTOS + TAGGING OPEN REG + NEWS PLATFORM + FB ADS FB CONNECT LIKE+OPEN STREAM API FB PLACES TIMELINE + OPEN GRAPH 14
    • -server Network -deal with -deal with Network -server Network -implement the Network -deal with Network Network -server Network -Interpublic monitoring Give power to co-creation everybody <13 server co-creation monitoring co-creation website co-creation server co-creation -deal with Network server co-creation monitoring co-creation group -hackaton the individual; with a verified server co-creation overloading overloading -Interpublic -hackaton Be a network everybody <13 -deal with overloading -hackaton -Chase credit organization giving people e-mail account -hackaton -hackaton group organization infrastructure, with a verified server -PR with -Ivy league overloading -Interpublic organization connect friends everybody <13 card - develop the right tools A place to Ivy league organization organization connect -Chase credit -develop API an always e-mail account overloading universities and -hackaton -Interpublic create a everybody -Interpublic everybody <13 group -develop new and people with with a verified -Microsoft timeline and to e ciently collect info and Stanford Help people -Interpublic Help people everybody <13 -code transition -code transition friends and card opengraph present -PR with -hackaton Stanford organization group friendship <13 with a group with a verified -Chase credit home same interests e-mail account -indipendent opengrapy communicate, about students and understand group with a verified to platform people with -Microsoft software universities organization students understand -Chase credit to platform network: verified e-mail -Chase credit e-mail account card -develop FB lite through FB developers protocol where big ourselves to sta the -Chase credit e-mail account same interests -indipendent based on a and sta the card social graph account card -Microsoft platform and -Nielsen corporations be shared with surrounding card through FB developers stable and real surrounding -Microsoft -Microsoft -indipendent the social graph Homescan and our friends, world -high school -Microsoft platform and -Nielsen -email account time -www.face world -indipendent -indipendent -email account -www.face developers -Digital Sky -email account governments -www.face platform to students -email account -www.face the social -email account -www.face Homescan -opensource connection book.com -harvard email -theface -schools email developers developers -opensource book.com -Nielsen Technologies -opensource have greater book.com -theface (37,000 -all email -www.face -opensource book.com graph -opensource book.com -Digital Sky software among friends -personal referral account host user book.com account software -personal referral Homescan -NBC software and greater -personal referral book.com schools) account book.com software -personal software -personal referral Technologies -users behaviour -wordofmouth -opensource generated -personal referral -opensource -users -wordofmouth -Digital Sky -Spotify+34 -users information -wordofmouth -personal referral -opensource -personal -users referral -users behaviour -wordofmouth -NBC datas -F8 software contents -wordofmouth software behaviour datas -F8 Technologies more behaviour datas and -F8 -wordofmouth software referral behaviour datas -wordof- -Microsoft datas -Microsoft hotmail -users -users -NBC -Microsoft computational -users -wordofmouth -Microsoft mouth hotmail -Microsoft hotmail behaviour datas behaviour resources behaviour datas hotmail -F8 hotmail datas -rent -self-service FB adv -rent -self-service FB adv -rent -self-service FB adv -rent -self-service FB adv -hosting servers -Virtual gifts -rent -self-service FB adv -hosting servers -Virtual gifts -hosting servers -Virtual gifts -host: facebook.com -colleges and local businesses banner -rent -colleges and local businesses banner -hosting servers -Virtual gifts -employees -sponsored groupshosting server ADV: colleges and local businesses -hosting servers -Virtual gifts -employees -sponsored groups (200.000$) -sponsored groups -hosting servers -sponsored groups -employees -sponsored groups -employees -sponsored groups -Acquisition of: Octazen Solutions, Divvyshot, -traditional banner adv, sold on a national banner and special promotion page -employees -sponsored groups -traditional banner adv, sold on a national -rent -traditional banner adv, sold on a -employees -traditional banner adv, sold on a -traditional banner adv, sold on a national -traditional banner adv, sold on a national ShareGrove, Chai Labs (10mil$), Nextstop basis [CPM and CPA based] -traditional banner adv, sold on a national - acquires FriendFeed (50mil$) basis [CPM and CPA based] national basis [CPM and CPA based] basis [CPM and CPA based] basis [CPM and CPA based] (2.5mil$), drop.io, Zenbe national basis [CPM and CPA based] basis [CPM and CPA based] WALL + GROUP + POKE PHOTOS + TAGGING OPEN REG + NEWS PLATFORM + FB ADS FB CONNECT LIKE+OPEN STREAM API FB PLACES TIMELINE + OPEN GRAPH 800 750 700 650 millions of users 600 550 500 450 400 350 300 250 200 150 100 50 275 $ $ $ 777 $ 1983 $ 4000 $ $ $ 14
    • -server Network -deal with Network -server Network -implement the Network -deal with Network -server Network -Interpublic monitoring Give power to co-creation everybody <13 server co-creation monitoring co-creation website co-creation server co-creation -deal with Network monitoring co-creation group -hackaton the individual; with a verified server co-creation overloading -Interpublic -hackaton Be a network everybody <13 -deal with overloading -hackaton -Chase credit organization giving people e-mail account -hackaton group organization infrastructure, with a verified server -PR with -Ivy league overloading -Interpublic organization connect friends everybody <13 card - develop the right tools A place to Ivy league organization connect -Chase credit -develop API an always e-mail account overloading universities and -hackaton -Interpublic everybody <13 group -develop new and people with with a verified -Microsoft timeline and to e ciently collect info and Stanford Help people -Interpublic Help people everybody <13 -code transition friends and card opengraph present -PR with -hackaton Stanford organization group with a verified -Chase credit home same interests e-mail account -indipendent opengrapy communicate, about students and understand group with a verified to platform people with -Microsoft software universities organization students understand -Chase credit e-mail account card -develop FB lite through FB developers protocol where big ourselves to sta the -Chase credit e-mail account same interests -indipendent based on a and sta the card -Microsoft platform and -Nielsen corporations be shared with surrounding card through FB developers stable and real surrounding -Microsoft -indipendent the social graph Homescan and our friends, world -high school -Microsoft platform and -Nielsen -email account time -www.face world -indipendent -email account -www.face developers -Digital Sky -email account governments -www.face platform to students the social -email account -www.face Homescan -opensource connection book.com -harvard email -theface -schools email developers -opensource book.com -Nielsen Technologies -opensource have greater book.com -theface (37,000 -all email -www.face graph -opensource book.com -Digital Sky software among friends -personal referral account host user book.com account software -personal referral Homescan -NBC software and greater -personal referral book.com schools) account book.com software -personal referral Technologies -users behaviour -wordofmouth -opensource generated -personal referral -opensource -users -wordofmouth -Digital Sky -Spotify+34 -users information -wordofmouth -personal referral -opensource -personal -users behaviour -wordofmouth -NBC datas -F8 software contents -wordofmouth software behaviour datas -F8 Technologies more behaviour datas and -F8 -wordofmouth software referral -Microsoft datas -Microsoft hotmail -users -users -NBC -Microsoft computational -users -wordofmouth hotmail -Microsoft hotmail behaviour datas behaviour resources behaviour datas hotmail datas -rent -self-service FB adv -rent -self-service FB adv -rent -self-service FB adv -rent -self-service FB adv -hosting servers -Virtual gifts -hosting servers -Virtual gifts -hosting servers -Virtual gifts -host: facebook.com -colleges and local businesses banner -rent -colleges and local businesses banner -hosting servers -Virtual gifts -employees -sponsored groupshosting server ADV: colleges and local businesses -employees -sponsored groups (200.000$) -sponsored groups -hosting servers -sponsored groups -employees -sponsored groups -employees -sponsored groups -Acquisition of: Octazen Solutions, Divvyshot, -traditional banner adv, sold on a national banner and special promotion page -traditional banner adv, sold on a national -rent -traditional banner adv, sold on a -employees -traditional banner adv, sold on a -traditional banner adv, sold on a national -traditional banner adv, sold on a national ShareGrove, Chai Labs (10mil$), Nextstop basis [CPM and CPA based] - acquires FriendFeed (50mil$) basis [CPM and CPA based] national basis [CPM and CPA based] basis [CPM and CPA based] basis [CPM and CPA based] (2.5mil$), drop.io, Zenbe national basis [CPM and CPA based] WALL + GROUP + POKE PHOTOS + TAGGING OPEN REG + NEWS FB CONNECT LIKE+OPEN STREAM API FB PLACES TIMELINE + OPEN GRAPH -deal with Network server co-creation overloading -hackaton -Interpublic organization create a everybody group -code transition friendship <13 with a -Chase credit to platform network: verified e-mail card social graph account -Microsoft -indipendent -email account -www.face developers -opensource book.com software -personal -users referral behaviour datas -wordof- -Microsoft mouth hotmail -F8 -rent -self-service FB adv MEANING SHAPED BY USERS -hosting servers -Virtual gifts -employees -sponsored groups -traditional banner adv, sold on a national OPENESS TREND basis [CPM and CPA based] FOUNDER’S VISION DRIVEN 450$ PLATFORM + FB ADS 15
    • -manage user -NEtwork -launch -deal with -deal with -write a -search -NEtwork -NEtwork -NEtwork -NEtwork -NEtwork registration -co-creation twitter Japan continuos continuos better and algoritms -co-creation -co-creation -co-creation -co-creation -co-creation Odeo -create help people everybody -deal with break down break down lighter code -The -tweet help people everybody Odeo everybody Odeo everybody platform and Odeo continuos everybody -embedded Odeo -development everybody communicate with a mobile Iconfactory tracking communicate with a mobile help people help people with a mobile help people help people with a mobile code for break down with a mobile #, @ into the of android with a mobile with all of phone and/or -App -deal with with all of phone and/or know what’s know what’s phone and/or know what’s know what’s phone and/or mobile phone and/or code app phone and/or their friends an internet developers continuos their friends an internet going on in going on in an internet going on in going on in an internet an internet an internet all at once, no connection -gmail break down all at once, no connection the world the world connection the world the world connection connection connection matter where (google) matter where they are -Stamen they are Design team -mobile phones -SMS -Motorola -mobile phones -SMS -mobile phones -SMS -mobile phones - SMS -mobile phones -SMS -mobile phones -SMS -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -SMS -twitter blog -SMS -twitter blog -SMS -twitter blog -SMS - twitter blog -SMS -twitter blog -SMS -twitter blog -word of mouth -word of mouth -word of mouth - word of mouth -word of mouth -word of mouth-platform development -SMS -server hosting -SMS -buy Values of n and Summize -SMS -buy Mixer labs (geo-location) -SMS -buy Cloudhopper (SMS) Fluther, -SMS -buy Julpan, Bagcheck, BackType, -SMS-server hosting - firehose (microsoft, google, yahoo) Smallthought Systems, Dabble DB, -firehose (microsoft, google, yahoo) AdGrok, and TweetDeck -firehose (microsoft, google, yahoo) - first forms of advertising Atebits, -promoted suite of products (Trends, -promoted suite of products (Trends, - selling followers (CPA) Tweets, and Promoted Accounts)) Tweets, and Promoted Accounts)) STREAM OF TWEETS SEARCH + TWEETS TRACK CUSTOMIZABLE PROFILE @ + # + RETWEET API NEW LAYOUT+IPHONE+ANDROID STORIES+NEW VERSION MAC RELATIONSHIP help people help people REPUTATION communicate know what’s CONVERSATION with all of going on in their friends the world all at once, no matter where USER PRESENCE they are GROUPS SHARING USER IDENTITY 16
    • -manage user -NEtwork -launch -deal with -deal with -write a -search -NEtwork -NEtwork -NEtwork -NEtwork -NEtwork registration -co-creation twitter Japan continuos continuos better and algoritms -co-creation -co-creation -co-creation -co-creation -co-creation Odeo -create help people everybody -deal with break down break down lighter code -The -tweet help people everybody Odeo everybody Odeo everybody platform and Odeo continuos everybody -embedded Odeo -development everybody communicate with a mobile Iconfactory tracking communicate with a mobile help people help people with a mobile help people help people with a mobile code for break down with a mobile #, @ into the of android with a mobile with all of phone and/or -App -deal with with all of phone and/or know what’s know what’s phone and/or know what’s know what’s phone and/or mobile phone and/or code app phone and/or their friends an internet developers continuos their friends an internet going on in going on in an internet going on in going on in an internet an internet an internet all at once, no connection -gmail break down all at once, no connection the world the world connection the world the world connection connection connection matter where (google) matter where they are -Stamen they are Design team -mobile phones -SMS -Motorola -mobile phones -SMS -mobile phones -SMS -mobile phones - SMS -mobile phones -SMS -mobile phones -SMS -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -SMS -twitter blog -SMS -twitter blog -SMS -twitter blog -SMS - twitter blog -SMS -twitter blog -SMS -twitter blog -word of mouth -word of mouth -word of mouth - word of mouth -word of mouth -word of mouth-platform development -SMS -server hosting -SMS -buy Values of n and Summize -SMS -buy Mixer labs (geo-location) -SMS -buy Cloudhopper (SMS) Fluther, -SMS -buy Julpan, Bagcheck, BackType, -SMS-server hosting - firehose (microsoft, google, yahoo) Smallthought Systems, Dabble DB, -firehose (microsoft, google, yahoo) AdGrok, and TweetDeck -firehose (microsoft, google, yahoo) - first forms of advertising Atebits, -promoted suite of products (Trends, -promoted suite of products (Trends, - selling followers (CPA) Tweets, and Promoted Accounts)) Tweets, and Promoted Accounts)) STREAM OF TWEETS SEARCH + TWEETS TRACK CUSTOMIZABLE PROFILE @ + # + RETWEET API NEW LAYOUT+IPHONE+ANDROID STORIES+NEW VERSION MAC RELATIONSHIP help people help people REPUTATION communicate know what’s CONVERSATION with all of going on in their friends the world all at once, no matter where USER PRESENCE they are GROUPS SHARING USER IDENTITY 16
    • -manage user -NEtwork -launch -deal with -deal with -write a -search -NEtwork -NEtwork -NEtwork -NEtwork -NEtwork registration -co-creation twitter Japan continuos continuos better and algoritms -co-creation -co-creation -co-creation -co-creation -co-creation Odeo -create help people everybody -deal with break down break down lighter code -The -tweet help people everybody Odeo everybody Odeo everybody platform and Odeo continuos everybody -embedded Odeo -development everybody communicate with a mobile Iconfactory tracking communicate with a mobile help people help people with a mobile help people help people with a mobile code for break down with a mobile #, @ into the of android with a mobile with all of phone and/or -App -deal with with all of phone and/or know what’s know what’s phone and/or know what’s know what’s phone and/or mobile phone and/or code app phone and/or their friends an internet developers continuos their friends an internet going on in going on in an internet going on in going on in an internet an internet an internet all at once, no connection -gmail break down all at once, no connection the world the world connection the world the world connection connection connection matter where (google) matter where they are -Stamen they are Design team -mobile phones -SMS -Motorola -mobile phones -SMS -mobile phones -SMS -mobile phones - SMS -mobile phones -SMS -mobile phones -SMS -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -SMS -twitter blog -SMS -twitter blog -SMS -twitter blog -SMS - twitter blog -SMS -twitter blog -SMS -twitter blog -word of mouth -word of mouth -word of mouth - word of mouth -word of mouth -word of mouth-platform development -SMS -server hosting -SMS -buy Values of n and Summize -SMS -buy Mixer labs (geo-location) -SMS -buy Cloudhopper (SMS) Fluther, -SMS -buy Julpan, Bagcheck, BackType, -SMS-server hosting - firehose (microsoft, google, yahoo) Smallthought Systems, Dabble DB, -firehose (microsoft, google, yahoo) AdGrok, and TweetDeck -firehose (microsoft, google, yahoo) - first forms of advertising Atebits, -promoted suite of products (Trends, -promoted suite of products (Trends, - selling followers (CPA) Tweets, and Promoted Accounts)) Tweets, and Promoted Accounts)) STREAM OF TWEETS SEARCH + TWEETS TRACK CUSTOMIZABLE PROFILE @ + # + RETWEET API NEW LAYOUT+IPHONE+ANDROID STORIES+NEW VERSION MAC 200 180 160 millions of users 140 120 100 80 60 40 30 20 10 5 45 $ $ $ 4$ $ 100 $ 17
    • -manage user -NEtwork -launch -deal with -write a -search -NEtwork -NEtwork -NEtwork -NEtwork registration -co-creation twitter Japan continuos better and algoritms -co-creation -co-creation -co-creation -co-creation Odeo -create help people everybody -deal with break down lighter code -The -tweet help people everybody Odeo everybody platform and Odeo continuos everybody Odeo -development everybody communicate with a mobile Iconfactory tracking communicate with a mobile help people help people help people with a mobile code for break down with a mobile of android with a mobile with all of phone and/or -App -deal with with all of phone and/or know what’s know what’s know what’s phone and/or mobile phone and/or app phone and/or their friends an internet developers continuos their friends an internet going on in going on in going on in an internet an internet an internet all at once, no connection -gmail break down all at once, no connection the world the world the world connection connection connection matter where (google) matter where they are -Stamen they are Design team -mobile phones -SMS -Motorola -mobile phones -SMS -mobile phones -SMS -mobile phones -SMS -mobile phones -SMS -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -platform -www.twitter.com -SMS -twitter blog -SMS -twitter blog -SMS -twitter blog -SMS -twitter blog -SMS -twitter blog -word of mouth -word of mouth -word of mouth -word of mouth -word of mouth-platform development -SMS -server hosting -SMS -buy Values of n and Summize -SMS -buy Cloudhopper (SMS) Fluther, -SMS -buy Julpan, Bagcheck, BackType, -SMS-server hosting Smallthought Systems, Dabble DB, -firehose (microsoft, google, yahoo) AdGrok, and TweetDeck -firehose (microsoft, google, yahoo) Atebits, -promoted suite of products (Trends, -promoted suite of products (Trends, Tweets, and Promoted Accounts)) Tweets, and Promoted Accounts)) STREAM OF TWEETS SEARCH + TWEETS TRACK CUSTOMIZABLE PROFILE with -deal NEW LAYOUT+IPHONE+ANDROID STORIES+NEW VERSION MAC -NEtwork continuos -co-creation break down Odeo -embedded everybody help people with a mobile #, @ into the know what’s phone and/or code going on in an internet the world connection -mobile phones - SMS -platform -www.twitter.com -SMS - twitter blog - word of mouth TWITTERERS DRIVEN -buy Mixer labs (geo-location) -SMS S T R I V E FO R U T I L I T Y - firehose (microsoft, google, yahoo) - first forms of advertising - selling followers (CPA) INFORMATION NETWORK 4$ @ + # + RETWEET API 18
    • SO WHAT? 19
    • 17/11/11 11:54 PM SN PRODUCT Dimensioni foto:tp://cgi.ebay.it/ws/eBayISAPI.dll?VISuperSize&item=120764860404 Page 1 of 1 20
    • EC T Narratives as project tool J HOW A NEW BUSINESS MODELPRO CAN START FROM NARRATIVES 21
    • VODAFONE YOUNIVERSITY 22
    • AN EMPLOYER BRANDING TOOL 22
    • WHATWHY 23
    • E.B. IN CLASS 1+2=3 FORUM INTERACTION @ CHAT MESSAGE RECRUITING CAREER DAY DAY @gmail SHARE ********** PHOTO VIDEOecono mia HOME PROFILE/CV INFO VF INFO DOWNLOAD EVENTS INVITATION BY MEMBER 24
    • platformAS IS 25
    • platformAS IS 25
    • platformAS IS 25
    • platformAS IS 25
    • platformAS IS 25
    • platformAS IS 25
    • business model AS IS -send invitations -co-creator -double check and -network approve users -daily contents update -assign occupancy -check for rules respect attract and retain-VF TV universities top -students 4th and-universities students and 5th year-prodigys graduates, -students graduating speaking their and just graduated web 2.0 language -VF graduates -ning (pla orm) -word of mouth, -VF media content friends invitation -VF Neograduates -career fairs -class presentation-platform development-gadgets-employee 26
    • business model AS IS -send invitations -co-creator -double check and -network approve users -daily contents update -assign occupancy -check for rules respect attract and retain-VF TV universities top -students 4th and-universities students and 5th year-prodigys CHANNEL EVOLUTION graduates, speaking their -students graduating and just graduated web 2.0 language -VF graduates -word of mouth, -word of mouth, -word of mouth, friends invitation friends invitation friends invitation -ning (pla orm) -word of mouth, -career fairs -career fairs -word of mouth, -career fairs -VF media content friends invitation -VF Neograduates -class presenta- -class presenta- friends invitation -career fairs -class presenta- tion tion fairs -career presentation -class tion -classFB page and -VF presentation Twitter account -VF Lab May 2010 -> Aug. 2010 Sept. 2010 Oct. 2010 -> now-platform development-gadgets-employee 26
    • narratives AS IS May Sept. Nov. Nov. Dic. 2010 2010 2010 2011 2011EXCLUSIVE EXCLUSIVE 27
    • narratives AS ISTRUST ISSUELACK OF ENGAGEMENTstudents life cycle May Sept. Nov. Nov. Dic. 2010 2010 2010 2011 2011EXCLUSIVE EXCLUSIVE 27
    • ANALYSIS KEY INSIGHTS 28
    • conclusion AS IS 1. the r.i.b.s analysis method POOR USER EXPERIENCE communicating Vodafone E.B. 2. E.B. IN CLASS 1+2=3 NOT A CONSISTENT NARRATIVE FORUM INTERACTION @ CHAT CAREER DAY @gmail ********** MESSAGE SHARE PHOTO VIDEO RECRUITING DAY 3. the most “social” channel of E.B. NOT A BUSINESS MODELeconom ia HOME PROFILE/CV 4. INFO VF by Vodafone general business INFO DOWNLOAD VALUE PROPOSITION EVENTS INVITATION BY MEMBER 5. by Vodafone work business needs CUSTOMER SEGMENT 29
    • narratives shaping the Business LogicBUILDING THE NEW E. B. NARRATIVE 30
    • business narrativeNEW 31
    • business narrative NEWE . B A S W H O L E P I CT U R EUNIVERSITIES COLLABORATIONYOUTHS’ NEEDS CENTREDGENERATION Y TONE OF VOICEVF SUPERMOBILE STRATEGY 31
    • intra-connection and inter-connection remodelHOW DOES IT AFFECT THE PLATFORM? 32
    • platform NEW INTERCONNECTION ATTRACTION - short time about to graduate/just graduated RETAINING - long time students economia Special interaction economia ITALY economia Virtual activity economia Class activitity economia YouniversityGROUP OTHER OP.CO. Special interaction economia economia Virtual activity Class activitity economia Youniversity economia 33
    • platform NEW INTERCONNECTION SPECIAL PROFILE EVENTS pic./video HOME assignements university FORUM MEMBERS DOWNLOAD EVENTS LET’S WORK FAQ IN CLASS PROFILE -Our Graduate -Search by -Insights about -university -Bocconi ACTIVITIES @ CV experience assignement our departments presentation -Politecnico di +econ omia 1+2= ideal GP -From recruiting -Search by school -Welcome kit -E.B. in class Milano pic./video to GP -Not found?Ask -web 2.0 initiatives NETIQUETTE university -Vodafone Voice us! VIRTUAL RECRUITING ACTIVITIES DAY 34
    • platform NEW INTERCONNECTION SPECIAL PROFILE EVENTS pic./video HOME assignements university FORUM MEMBERS DOWNLOAD EVENTS LET’S WORK FAQ IN CLASS PROFILE -Our Graduate -Search by -Insights about -university -Bocconi ACTIVITIES @ CV experience assignement our departments presentation -Politecnico di +econ omia 1+2= ideal GP -From recruiting -Search by school -Welcome kit -E.B. in class Milano pic./video to GP -Not found?Ask -web 2.0 initiatives NETIQUETTE university -Vodafone Voice us! VIRTUAL RECRUITING ACTIVITIES DAY 34
    • platform NEW INTRACONNECTION PROFILE pic./video HOME assignements university FORUM MEMBERS DOWNLOAD EVENTS LET’S WORK FAQ PROFILE -Our Graduate -Search by -Insights about -university -Bocconi CV experience assignement our departments presentation -Politecnico di + ideal GP -From recruiting -Search by school -Welcome kit -E.B. in class Milanoeconom ia pic./video to GP -Not found?Ask -web 2.0initiatives NETIQUETTE university -Vodafone Voice us! RECRUITING DAY 35
    • platform NEW INTRACONNECTION PROFILE pic./video HOME assignements university FORUM MEMBERS DOWNLOAD EVENTS LET’S WORK FAQ PROFILE -Our Graduate -Search by -Insights about -university -Bocconi CV experience assignement our departments presentation -Politecnico di + ideal GP -From recruiting -Search by school -Welcome kit -E.B. in class Milanoeconom ia pic./video to GP -Not found?Ask -web 2.0initiatives NETIQUETTE university -Vodafone Voice us! RECRUITING DAY 35
    • platform NEW INTRACONNECTION Politecnico di MilanoClass material Deadlines Class Forum M.Chiara Cacciani13.2  Frasarin  presentation.doc 25.3  first  group  review doubts  about...13.2  images.ppt 1.4  last  group  review everybody  has  a... GROUP AREA9.2  introduction.ppt 10.4  final  presentation who  knows  how...9.2  commercial.mov password9.2  groups.docformat  final  presentationhow  to  reach  Vodafonewho  we  are  (A.Frasarin  profile) Poli mates online 36
    • platform NEW INTRACONNECTION Politecnico di Milano Class material Deadlines Class Forum M.Chiara Cacciani SketchBook Group 3 13.2  Frasarin  presentation.doc 25.3  first  group  review doubts  about... Group mates viewing 13.2  images.ppt 1.4  last  group  review everybody  has  a... GROUP AREADownload/Upload 9.2  introduction.ppt 10.4  final  presentation who  knows  how... 9.2  commercial.mov password Proposals 9.2  groups.doc teenager format  final  presentation Share with tutor how  to  reach  Vodafone who  we  are  (A.Frasarin  profile) Share on Forum Poli send as MMS mates online 25.10  by  M.Chiara&Nicolò Create new area 36
    • business logic NEW -send invitations -double check and approve users -daily contents update support, connect, -communities -assign occupancy reward and advice -pitching project in best students in universities top university, -tutor students in enhancing the VF-VF TV university project image and -students 4th and-universities -advising students ultimately hiring 5th year-CEMS on Youniversity the best ones -students graduat--UNITECH ing and just-prodigys graduated-other VF -VF neo-graduatesdivisions -Youniversity -ning (pla orm) -class presentation -VF media content -project works -VF Neograduates -word of mouth -VF employees -Projects (class work)-outsourced platform updates-activities in universities-gadgets-employees 37
    • IN CONCLUSION “NARRATIVES SHAPING THE LOGIC”:IS JUST THE BEGINNING OF A RESEARCHIS A PRODUCT SERVICE SYSTEM META-DESIGN TOOLCAN GENERATE NEW MEANINGS AROUND PEOPLECAN ENABLE CO-DESIGNCAN HELP CODIFYING THE DESIGNER ROLEcan be applied to all kinds of companies, n.g .o. included 38
    • T h a n k yo u v e r y m u c h ! 38