Interactive TV Ecosystems

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

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Interactive TV Ecosystems

  1. 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. 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. 3. nathaliemagniez.com 15 Years+ marketing experience © nathaliemagniez.com
  4. 4. ECOSYSTEMS
  5. 5. Business Ecosystems as a Competitive Advantage
  6. 6. Customers Differentiation Loyalty Multiple Higher Revenue Audience Streams
  7. 7. © nathaliemagniez.com
  8. 8. STUDY YOUR ECOSYSTEM AND BUILD YOUR PLATFORM
  9. 9. Ecosystem ≠ Business Model
  10. 10. { An ECOSYSTEM is a a completely independent unit of interdependent organisms which share the same habitat. } © nathaliemagniez.com
  11. 11. Key Aspects of ecosystem • Actors (species) • Relationships (network) • Performance (health) • Dynamics (evolution) • Strategy and behavior of actors (role)
  12. 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. 13. ECOSYSTEM = ELEMENTS + RELATIONSHIPS + EVOLUTION
  14. 14. KEY ELEMENTS OF SUCCESSFUL ECOSYSTEMS Answering Customer Needs + Win/win Proposal for all actors = Successful & healthy ECOSYSTEM
  15. 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. 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
  17. 17. © nathaliemagniez.com
  18. 18. £ £ Audience Wii Windows Mac Linux © nathaliemagniez.com
  19. 19. All Stakeholders “win”
  20. 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. 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. 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
  23. 23. January 9th, 2007
  24. 24. A A A wide-screen revolutionary breakthrough iPod mobile phone Internet communications device
  25. 25. "These are not three separate devices. We are calling it iPhone."
  26. 26. © nathaliemagniez.com Photo: Mark McLaughlin
  27. 27. So What?
  28. 28. This was not just a device ! © nathaliemagniez.com
  29. 29. A Complete ECOSYSTEM © nathaliemagniez.com
  30. 30. TV Industry © nathaliemagniez.com
  31. 31. © nathaliemagniez.com MacRonin47
  32. 32. © nathaliemagniez.com
  33. 33. © nathaliemagniez.com
  34. 34. Where do I get content now? © nathaliemagniez.com
  35. 35. © nathaliemagniez.com
  36. 36. 70% TV Content Industry Apple Store (.com) © nathaliemagniez.com
  37. 37. TV Industry © nathaliemagniez.com
  38. 38. All Stakeholders “win”
  39. 39. TV Industry Phone not subsidized Monopoly (except France) Higher subscription rate © nathaliemagniez.com
  40. 40. TV Industry Customer Visibility Fee based and secure Platform Clear business model © nathaliemagniez.com
  41. 41. TV Industry Small Investment Visibility Huge potential customer base Easy Development © nathaliemagniez.com
  42. 42. TV Industry Visibility Many compatible products (ipod, iphone, itouch) Potential Volume © nathaliemagniez.com
  43. 43. TV Industry Large Content Choice Easily Accessible Free and Pay (easy to buy) Transparent synchronization and updates 1 account © nathaliemagniez.com
  44. 44. = PLATFORM OWNER © nathaliemagniez.com
  45. 45. ’s Goal : Make its hardware more attractive © nathaliemagniez.com
  46. 46. = 21Mu Sold 35000 apps 1+ billion downloads Sales +123% YOY © nathaliemagniez.com
  47. 47. Thanks to its successful and healthy ecosystem, Apple is getting multiple revenue streams © nathaliemagniez.com
  48. 48. How much iPhones do you think Apple would have sold without its platform?
  49. 49. STUDY YOUR ECOSYSTEM AND BUILD YOUR PLATFORM
  50. 50. KEY ELEMENTS OF SUCCESSFUL ECOSYSTEMS Solving Customer Problems + Win/win Proposal for all actors = Successful & healthy ECOSYSTEM
  51. 51. Platform owner How can I create a better ecosystem than others? © nathaliemagniez.com
  52. 52. Ecosystem Actor Which platform gives the best long-term business proposition? © nathaliemagniez.com
  53. 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. 54. Building your ecosystem • Customer Profiles • Your Goal • Your environment • Resources © nathaliemagniez.com
  55. 55. Two Halves of the Value Fraction Value = benefit / price
  56. 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. 57. 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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