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Digital business #4

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Digital business #4

  1. 1. Brand Telefónica S.A. Digital Business_ chapter #4 Mg. Alejandro M. Salevsky Lic. Juan Manuel Cascone
  2. 2. 2 Global BI Telefónica S.A. Our plan 414039 Nov 32 33 34 35 36 3837 474645444342 OctSepAgo 6. Stock Market Insight 5. Media 7. Customer Insight 4. Telco Activities 1# business modeling 3. Social media & advertising #4 Final brief Business plan activity 2. Digital business models Written test 1. Introduction 8. Trends Topics #2 & #3: comm & rev stream
  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 #4 - Agenda 1.News (non MECE!) 2.Key concepts overview_ 3.Business modeling 4.Activity: business elevator speech
  5. 5. 5 Global BI Telefónica S.A. http://www.huffingtonpost.com/2013/08/23/steve-ballmer-microsoft_n_3805211.html?utm_hp_ref=technology
  6. 6. 6 Global BI Telefónica S.A.http://www.businessinsider.com/amazon-is-testing-doing-its-own-wireless-network-2013-8
  7. 7. 7 Global BI Telefónica S.A.http://www.businessinsider.com/samsungs-smart-watch-2013-8 Now, unlike Microsoft, Apple isn’t selling an inferior product. But it’s selling products that are little if any better than competitors, at premium prices. How can it do that? Again, network externalities: mainly a much deeper bench of apps, or so I’m told (I actually don’t use many). So how do the prospects for Apple’s reign look compared with those of Microsoft? Let’s not forget that Microsoft is actually an incredible success story — it maintained its PC lock for decades, and in fact still retains that lock today; it’s just that the market is changing. My casual impression is that Apple’s lock isn’t nearly as secure, in part because it’s relying on the loyalty of individual customers — in contrast to Microsoft, which was largely relying on the loyalty of corporate IT managers, who are inherently more conservative.
  8. 8. 8 Global BI Telefónica S.A. Session #3 - Agenda 1.News (non MECE!) 2.Key concepts overview_ 3.Business modeling 4.Activity: business elevator speech
  9. 9. 9 Global BI Telefónica S.A. A business model is… The extensive answer to how a company creates profit
  10. 10. 10 Global BI Telefónica S.A. A business model is… how to acquire, mantain and transform an asset into cash flow.
  11. 11. 11 Global BI Telefónica S.A. 1 Capabilities 2 Value proposition 3 Delivery A business model is about… 11 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
  12. 12. 12 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!!!
  13. 13. 13 Global BI Telefónica S.A. Session #3 - Agenda 1.News (non MECE!) 2.Key concepts overview 3.Business modeling_ 4.Activity: business elevator speech
  14. 14. 14 Global BI Telefónica S.A. Opening a (digital) business model in 3 (+1) Business model 1.Capability 2. Value proposition 3. Delivery What you have ASSET_ What you offer How you offer •know how, •good will, •machinery, •patent, •customer insight, • IT: platform •Product / Service •Pricing strategy •Bundling scheme •Suppliers, •partners, •production, •communication (social media), •HHRR, •channel / distribution, •Customer relationships, •business intelligence 4. Financing!
  15. 15. 15 Global BI Telefónica S.A. Opening a (digital) business model in 3 (+1) Business model 1.Capability 2. Value proposition 3. Delivery What you have ASSET_ What you offer How you offer •Product / Service •Pricing strategy •Bundling scheme •Suppliers, •partners, •production, •communication (social media), •HHRR, •channel / distribution, •Customer relationships, •business intelligence 4. Financing! •know how, •good will, •machinery, •patent, •customer insight / BI • IT: platform
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  17. 17. 17 Global BI Telefónica S.A. http://www.youtube.com/watch?v=Du2F68TLXx4
  18. 18. 18 Global BI Telefónica S.A. Opening a (digital) business model in 3 (+1) Business model 1.Capability 2. Value proposition 3. Delivery What you have ASSET_ What you offer How you offer •Product / Service •Pricing strategy •Bundling scheme •Suppliers, •partners, •production, •communication (social media), •HHRR, •channel / distribution, •Customer relationships, •business intelligence 4. Financing! •know how, •good will, •machinery, •patent, •customer insight, • IT: platform
  19. 19. 19 Global BI Telefónica S.A.
  20. 20. 20 Global BI Telefónica S.A.
  21. 21. 21 Global BI Telefónica S.A.
  22. 22. 22 Global BI Telefónica S.A.
  23. 23. 23 Global BI Telefónica S.A.
  24. 24. 24 Global BI Telefónica S.A. Opening a (digital) business model in 3 (+1) Business model 1.Capability 2. Value proposition 3. Delivery What you have ASSET_ What you offer How you offer •know how, •good will, •machinery, •patent, •customer insight, • IT: platform •Product / Service •Pricing strategy •Bundling scheme 4. Financing! •Suppliers, •partners, •production, •communication (social media), •HHRR, •channel / distribution, •Customer relationships, •business intelligence
  25. 25. 25 Global BI Telefónica S.A. Decliv e MadurezDesarroll o CrecimientoStart-Up FCF Ingresos Ciclo de vida de financiamiento Necesidades de CAPEX Dividendos Autofinancia- miento Financiamiento externo Acción de financiamiento Baja / Medias No Nulo Conseguir socios pequeños Angel Investor / socios / prestamos desarrollo Alta No Bajo. Reinversión total Conseguir socios grandes. IPO Venture Capital Muy alta Nulos / muy bajos Alto. Reinversión total Emisión de acciones. Incursión en deuda Acciones ordinarias / mercado Media. Manutención Altos Alta / Media. Depende de expectativas Emisión de deuda Deuda Baja / nula Altos Bajo / Nulo -- Recompra de acciones
  26. 26. 26 Global BI Telefónica S.A. Funding (re)sources F&F&F Angel investors Venture Capitals Stock Markets •IPOs •Stocks •Bonds / Debts •Regulated •OTC
  27. 27. 27 Global BI Telefónica S.A.
  28. 28. 28 Global BI Telefónica S.A.
  29. 29. 29 Global BI Telefónica S.A. •An investor invest in the entrepreneur •A boss supports delivery •People trust in facts At the end of the day it’s delivery / execution
  30. 30. 30 Global BI Telefónica S.A. Session #3 - Agenda 1.News (non MECE!) 2.Key concepts overview 3.Business modeling_ 4.Activity: business elevator business
  31. 31. 31 Global BI Telefónica S.A. Digital Business course: Integral work phase 1 •Deadline: Sept 3rd. •It has to be sended to asalevsky@gmail.com / jmcascone@gmail.com •What to do: create a business using the digital environment •1. New start-up •2. New business inside a well known company •3. NPO •Stage 1 must include: •Business general description •Business model analisys: must cover 1. capabilities, 2. value proposition and 3. delivery •A PowerPoint presentation is mandatory and a Word document is optional
  32. 32. 32 Global BI Telefónica S.A. Creating your Business Elevator speech Discuss with your team and create the digital business model that you will develop during the course. 1. A new business (start-up) 2. A new business inside a known company (corporate entrepreneurship) 3. A NPO using the digital environment (Note: it can be changed during next week) You have 5 min to work and then present to your peers in 45’’ your idea
  33. 33. 33 Global BI Telefónica S.A. Contact us!!!! •BLOG: www.digitalbusinessuca.wordpress.com •Mail: asalevsky@gmail.com / jmcascone@gmail.com •Twitter: @alesalevsky
  34. 34. 34 Global BI Telefónica S.A. Thank you!

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