Digital business #3

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Digital business #3

  1. 1. Brand Telefónica S.A. Digital Business_ #3 Mg. Alejandro M. Salevsky Lic. Juan Manuel Cascone
  2. 2. 2 Global BI Telefónica S.A. Who we are_ Mg. Alejandro M. Salevsky •MBA / BBA UCA •Corporate & strategic finance professor (UCA) •Global BI senior manager in Telefonica S.A. (NYSE: TAR) •Innovation & new tech researcher fan •asalevsky@gmail.com / @alesalevsky Lic. Juan Manuel Cascone •BBA UCA •Corporate & strategic finance professor (UCA) •Controller manager in Grupo Assa S.A. •jmcascone@gmail.com +Keynote guests_
  3. 3. 3 Global BI Telefónica S.A. General structure 1.News 2.Concepts + real examples 3.Customer insight 4.Mini groupal or individual case to solve in class And most important: interactive participation!!
  4. 4. 4 Global BI Telefónica S.A. Session #3 - Agenda 1.News (non MECE!) 2.Key concepts overview_ 3.Digital Business models 4.Activity: finding revenue sources
  5. 5. 5 Global BI Telefónica S.A. http://www.businessinsider.com/apple-reportedly-has-a-deal-with-china-mobile-2013-8
  6. 6. 6 Global BI Telefónica S.A.http://www.economist.com/news/business/21583687-media-companies-took-battering-internet-cash-digital-sources-last?fsrc=scn/tw_ec/counting_the_change
  7. 7. 7 Global BI Telefónica S.A.http://www.businessinsider.com/samsungs-smart-watch-2013-8
  8. 8. 8 Global BI Telefónica S.A. Session #3 - Agenda 1.News (non MECE!) 2.Key concepts overview_ 3.Digital Business models 4.Activity: finding revenue sources
  9. 9. 9 Global BI Telefónica S.A. Welcome to the information era_ • Re-evolution • A New economy and a new society is growing • We are in a new era_
  10. 10. 10 Global BI Telefónica S.A. Remembering some key concepts of class #1_ •Long Tail_ •Technology adoption curve_ •Big Data_ •Generations_ 10 Class #1 + + + +
  11. 11. 11 Global BI Telefónica S.A. Technology Adoption Cycle_
  12. 12. 12 Global BI Telefónica S.A. The Long Tail_
  13. 13. 13 Global BI Telefónica S.A. Generations_ Generation Historical events Family Social events Mass media idols Techonolog y Personality Baby Boomers (1945 – 1963) End WWII, French May, Cuban revolution, Kennedy murder Extended family Hippie movement, leftish parties, feminism The Beatles, Elvis, Marilyn Monroe Vinyl, B/W TV, Radio Rebel + Hard workers X Generation (1964 – 1979) Moon landing, Cold War Nuclear family / divorce Dictatorships (LaTAM) Michael Jackson, Madonna, Queen, Cassette, cable TV, Walkman Sceptics Y Generation (1980 – 1995) Berlin wall fall, USSR fall Divorce Neoliberalism, end of two- sided world Kurt Cobain, Axl Rose, Jhonny Deep DVD, Mp3 Individualism Generation Z1 (1996- 2002) Z2 (2003 – 2010) 11S, war on terrorism, crisis Diverse and ensembled families Terrorism, climate change Lady Gaga, Justin Beaver Streaming video, Apple devices Optimism Source: “Entre Generaciones” Alejandro Mascó / http://www.lanacion.com.ar/1547175-generacion-z-la-vida-a-traves-de-una-pantalla
  14. 14. 14 Global BI Telefónica S.A. Generations_
  15. 15. 15 Global BI Telefónica S.A. Generations_ Source: “Entre Generaciones” Alejandro Mascó / http://www.lanacion.com.ar/1547175-generacion-z-la-vida-a-traves-de-una-pantalla
  16. 16. 16 Global BI Telefónica S.A. Big Data_
  17. 17. 17 Global BI Telefónica S.A.17 Top digital companies and business models_ Company Key capability Revenue source Google information intelligence Publicity Digitalization of social relationships and interactions Publicity Amazon Long Tail monetisation (individual customer insights + logicstics) Asset selling Apple Innovation, communication and ecosystem Asset selling + Revenue sharing
  18. 18. 19 Global BI Telefónica S.A. Session #3 - Agenda 1.News (non MECE!) 2.Key concepts overview 3.Digital Business models_ 4.Activity: finding revenue sources
  19. 19. 20 Global BI Telefónica S.A. What is a business model?
  20. 20. 21 Global BI Telefónica S.A. A business model is… The extensive answer to how a company creates profit
  21. 21. 22 Global BI Telefónica S.A. A business model is… how to acquire, mantain and transform an asset into cash flow.
  22. 22. 23 Global BI Telefónica S.A. 1 Capabilities 2 Value proposition 3 Delivery A business model is about… 23 Assets: know how, goodwill, machinery, etc What, how much and to whom Production, supplier, communication, channels, etc What you have. What you offer How you do it
  23. 23. 24 Global BI Telefónica S.A. Activity: which is the main asset of…? 1 Capabilities •Coca-Cola •McDonald’s •Unilever •United Airlines •Google •Apple •Groupon •Twitter
  24. 24. 25 Global BI Telefónica S.A. Platforms are a key asset in the digital world 1 Capabilities
  25. 25. 26 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Not exclusive at all!!!
  26. 26. 27 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Selling something using a digital platform and / or selling digital contents per unit
  27. 27. 28 Global BI Telefónica S.A.
  28. 28. 29 Global BI Telefónica S.A.
  29. 29. 30 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Selling something using a digital platform and / or selling digital contents per unit Digital innovations 1. Business intelligence for retail 2. Digital platforms 3. Plus: creating devices for consumption
  30. 30. 31 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Intermediation through consumers, business and/or business and consumers by using a digital platform
  31. 31. 32 Global BI Telefónica S.A.
  32. 32. 33 Global BI Telefónica S.A.
  33. 33. 34 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Intermediation through consumers, business and/or business and consumers by using a digital platform Digital innovations 1. Platform
  34. 34. 35 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Monetisation of space, content or usage thorugh third party advertisement, directly or indirectly
  35. 35. 36 Global BI Telefónica S.A.
  36. 36. 37 Global BI Telefónica S.A.
  37. 37. 38 Global BI Telefónica S.A.
  38. 38. 39 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Monetisation of space, content or usage thorugh third party advertisement, directly or indirectly Digital innovations 1. Intelligent placement + ROI revolution
  39. 39. 40 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Regular payments (monthly typical) for giving access to digital contents or digital service
  40. 40. 41 Global BI Telefónica S.A.
  41. 41. 42 Global BI Telefónica S.A.
  42. 42. 43 Global BI Telefónica S.A.
  43. 43. 44 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Regular payments (monthly typical) for giving access to digital contents or digital service Digital innovations 1. Platforms 2. Business intelligence for tailored offering 3. Digitalization 4. Digital markeplace
  44. 44. 45 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Splitting revenue with a third party who is partially (or totally) helping to deliver a product or service
  45. 45. 46 Global BI Telefónica S.A.
  46. 46. 47 Global BI Telefónica S.A.
  47. 47. 48 Global BI Telefónica S.A. http://www.forbes.com/sites/petercohan/2013/08/16/how-steve-jobs-got-att-to-share-revenue/ ―AT&T, the exclusive U.S. operator for the iPhone, agreed to an unprecedented revenue sharing agreement — Apple got about $10 a month from each iPhone customer’s bill – which gave Apple control over distribution, pricing, and branding.‖
  48. 48. 49 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Splitting revenue with a third party who is partially (or totally) helping to deliver a product or service Digital innovations 1. Platforms
  49. 49. 50 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Charging a very low price for a basic digital P&S and then selling high markup add-ons
  50. 50. 51 Global BI Telefónica S.A.
  51. 51. 52 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Charging a very low price for a basic digital P&S and then selling high markup add-ons Digital innovations 1. Devices 2. Digital marketplace
  52. 52. 53 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Delivering a digital service or app for free and then charging for add-ons
  53. 53. 54 Global BI Telefónica S.A.
  54. 54. 55 Global BI Telefónica S.A.
  55. 55. 56 Global BI Telefónica S.A. Seven Digital (and not so digital) revenue sources 2 Value proposition 1 2 3 4 5 6 7 Asset selling / E-Commerce Brokerage / Auction Advertising (direct & indirect) Subscription / Usage fee Revenue Sharing Subsidy (direct & indirect) Freemium Delivering a digital service or app for free and then charging for add-ons Digital innovations 1. Platform 2. Long tail usage
  56. 56. 57 Global BI Telefónica S.A. Session #3 - Agenda 1.News (non MECE!) 2.Key concepts overview 3.Digital Business models_ 4.Activity: finding revenue sources
  57. 57. 58 Global BI Telefónica S.A. Finding revenue sources for digital business in the auto industry http://www.wired.com/autopia/2013/08/google-glass-mercedes-benz/?mbid=social10837944
  58. 58. 59 Global BI Telefónica S.A. Finding revenue sources for digital business in the auto industry Discuss with your team and create two digital business with two different revenue sources to take advantage of the auto industrie’s new paradigm
  59. 59. 60 Global BI Telefónica S.A. Contact us!!!! •BLOG: www.digitalbusinessuca.wordpress.com •Mail: asalevsky@gmail.com •Twitter: @alesalevsky
  60. 60. 61 Global BI Telefónica S.A. Thank you!

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