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Interactive TV Ecosystems

The power of ecosystems through the analysis of BBC iPlayer and Apple iPhone ecosystems.

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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

Copyright holder is licensing this presentation under the Creative Commons License Attribution 3.0
http://creativecommons.org/licenses/by/3.0/




Please feel free to post this presentation on your blog, email it, or link to it with whomever
you believe will benefit from reading it.
THANK YOU.




                                                                                                     © nathaliemagniez.com
nathaliemagniez.com



15 Years+ marketing experience

                                 © nathaliemagniez.com
ECOSYSTEMS
Business Ecosystems
         as a
Competitive Advantage
Customers   Differentiation
 Loyalty




Multiple            Higher
Revenue            Audience
Streams
Ad

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Interactive TV Ecosystems

  • 1. 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
  • 2. © 2009 by Nathalie Magniez Copyright holder is licensing this presentation under the Creative Commons License Attribution 3.0 http://creativecommons.org/licenses/by/3.0/ Please feel free to post this presentation on your blog, email it, or link to it with whomever you believe will benefit from reading it. THANK YOU. © nathaliemagniez.com
  • 3. nathaliemagniez.com 15 Years+ marketing experience © nathaliemagniez.com
  • 5. Business Ecosystems as a Competitive Advantage
  • 6. Customers Differentiation Loyalty Multiple Higher Revenue Audience Streams
  • 8. STUDY YOUR ECOSYSTEM AND BUILD YOUR PLATFORM
  • 9. Ecosystem ≠ Business Model
  • 10. { An ECOSYSTEM is a a completely independent unit of interdependent organisms which share the same habitat. } © nathaliemagniez.com
  • 11. Key Aspects of ecosystem • Actors (species) • Relationships (network) • Performance (health) • Dynamics (evolution) • Strategy and behavior of actors (role)
  • 12. 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. © nathaliemagniez.com
  • 13. ECOSYSTEM = ELEMENTS + RELATIONSHIPS + EVOLUTION
  • 14. KEY ELEMENTS OF SUCCESSFUL ECOSYSTEMS Answering Customer Needs + Win/win Proposal for all actors = Successful & healthy ECOSYSTEM
  • 15. BBC iPlayer TheVirtuous Circle Text web: www.nathaliemagniez.com email: nathalie.magniez@bloobble.com phone: +33 (0)6 89 12 10 60 © nathaliemagniez.com
  • 16. “ 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. © nathaliemagniez.com
  • 18. £ £ Audience Wii Windows Mac Linux © nathaliemagniez.com
  • 20. 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.
  • 21. 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 © nathaliemagniez.com
  • 22. Apple’s Profit Machine 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
  • 24. A A A wide-screen revolutionary breakthrough iPod mobile phone Internet communications device
  • 25. "These are not three separate devices. We are calling it iPhone."
  • 28. This was not just a device ! © nathaliemagniez.com
  • 29. A Complete ECOSYSTEM © nathaliemagniez.com
  • 30. TV Industry © nathaliemagniez.com
  • 34. Where do I get content now? © nathaliemagniez.com
  • 36. 70% TV Content Industry Apple Store (.com) © nathaliemagniez.com
  • 37. TV Industry © nathaliemagniez.com
  • 39. TV Industry Phone not subsidized Monopoly (except France) Higher subscription rate © nathaliemagniez.com
  • 40. TV Industry Customer Visibility Fee based and secure Platform Clear business model © nathaliemagniez.com
  • 41. TV Industry Small Investment Visibility Huge potential customer base Easy Development © nathaliemagniez.com
  • 42. TV Industry Visibility Many compatible products (ipod, iphone, itouch) Potential Volume © nathaliemagniez.com
  • 43. TV Industry Large Content Choice Easily Accessible Free and Pay (easy to buy) Transparent synchronization and updates 1 account © nathaliemagniez.com
  • 44. = PLATFORM OWNER © nathaliemagniez.com
  • 45. ’s Goal : Make its hardware more attractive © nathaliemagniez.com
  • 46. = 21Mu Sold 35000 apps 1+ billion downloads Sales +123% YOY © nathaliemagniez.com
  • 47. Thanks to its successful and healthy ecosystem, Apple is getting multiple revenue streams © nathaliemagniez.com
  • 48. How much iPhones do you think Apple would have sold without its platform?
  • 49. STUDY YOUR ECOSYSTEM AND BUILD YOUR PLATFORM
  • 50. KEY ELEMENTS OF SUCCESSFUL ECOSYSTEMS Solving Customer Problems + Win/win Proposal for all actors = Successful & healthy ECOSYSTEM
  • 51. Platform owner How can I create a better ecosystem than others? © nathaliemagniez.com
  • 52. Ecosystem Actor Which platform gives the best long-term business proposition? © nathaliemagniez.com
  • 53. 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?
  • 54. Building your ecosystem • Customer Profiles • Your Goal • Your environment • Resources © nathaliemagniez.com
  • 55. Two Halves of the Value Fraction Value = benefit / price
  • 56. 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/
  • 57. Contact me Conference Nathalie Magniez Seminar Workshop nathalie.magniez@bloobble.com +33(0)6 89 12 10 60 @nathaliemagniez (twitter) Consulting