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".

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

  1. 1. BUSINESS MODEL INNOVATIONNARRATIVES BULDING BUSINESS LOGICThe Social Network CaseM.CHIARA CACCIANI20.12.2011 1
  2. 2. WHY BUSINESS MODEL DESIGN? 2
  3. 3. “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
  4. 4. MEANINGS OF OBJECTS, PROCESSES,SERVICES AND THEIR SYSTEMS 2
  5. 5. 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
  6. 6. CH R RESEA WHAT IS A NARRATIVE? 4
  7. 7. NOT A STORYTELLING 5
  8. 8. fr om:THE MARKETTHE USERSTHE BRAND 5
  9. 9. 6
  10. 10. MEANING GENERATION CYCLE as expected to be 7
  11. 11. LOGICBUSINESS message BUSINESS GENERATED NARRATIVE ENCODED DECODEDUSERS PARTNERSSTAKEHOLDERS 8
  12. 12. BUT THIS IS WHAT’S HAPPENING 9
  13. 13. LOGIC BUSINESS extra elements NARRATIVE WHAT USER NARRATIVE ROLE CO-CREATION BUSINESS NARRATIVE WHYUSERS PARTNERSSTAKEHOLDERS HOW 10
  14. 14. LOGIC BUSINESS NARRATIVE WHAT PRODUCT W H Y THE PLATFORM ROLEUSERS PARTNERSSTAKEHOLDERS HOW BUSINESS NARRATIVE 10
  15. 15. LOGIC BUSINESS NARRATIVE WHAT PRODUCT WHY is changing nowUSERS PARTNERSSTAKEHOLDERS HOW THE REVERSE MEANING GENERATION CYCLE BUSINESS NARRATIVE 10
  16. 16. Narratives as analytical tool YSIS FACEBOOK GOOGLE+ TWITTERALAN 11
  17. 17. + BUSINESS LOGIC$ + PRODUCT + NARRATIVES 12
  18. 18. + BUSINESS LOGIC$ + PRODUCT + NARRATIVES 12
  19. 19. $ 12
  20. 20. SHARING CONVERSATION GROUPS USER$ IDENTITY RELATIONSHIP PRESENCE REPUTATION 12
  21. 21. -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
  22. 22. -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

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