Ammon Curtis - Building Products and Solutions for an Ecosystem

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  • YouTube:9 Years ago, today the world changed forever.YakovLapitsky took an 18 second clip video at the San Diego ZooStanding in front of the elephants, the subject spoke about how interesting “Really, really, really long trunks” areThen at 8:27pm the video entitled “Me at the zoo” was uploaded to the web at by “jawed”And thus, YouTube was bornFounders: Chad Hurley, Steve Chen and Jawed KarimFounded in 2005, launched by uploading the first video Me in the zoo (
  • YouTube:9 years later later100 hours of video are uploaded every minute, today the world changed forever.1B+ unique users per monthReaches more adults 18-34 than cable TVRanked the third most visited site on the internet (behind Google and Facebook)Self-made YouTube MillionairesPewdiepie - $21M (3B views)Smosh - $19.6M (2.8B views)RayWilliamJohnson - $18.2M (2.6B views)BlueXephos - $16.1M (2.3B views)RealAnnoyingOrange - $13.3M (1.9B views)
  • YouTube:South Korean musician PsyReleased a song July 2012 December 21, 2012 - “Gangnam Style” became the first YouTube video to reach 1B viewsSurpassing Justin Bieber’s single “Baby”
  • Google VideoLaunched January 25, 2005Limited user-uploaded contentPurpose was two-foldLarge archive of searchable videosAimed to distribute commercial professional media (television content and movies)Struggled from the start and ultimately the service was service was discontinued migrated to YouTube
  • Google Videorequired a software to play videos (a version of VideoLAN).Google shows the number of views only to the uploaders.Difficult to view history, favorite or bookmarkPlaylist from search
  • Google Video vs. YouTube:August 2006 Growth: YouTube at 483% compared to Google Video at 279%Visitors:– YouTube 23.7M visitors/mo YouTube vs Google Video 7.8M visitors/moFrequency: YouTube 4X/movs Google Video at 1.6/moDuration: YouTube 10min/visit vs Google Video 8min/visitIn short, YouTube is the clear winner with more people visit,they come back to the site more oftenand spend more time on the site each time they visitYoutube was acquired by Google for $1.65 Billion in November 2006
  • YouTube:1. FocusYouTube is perceived as a video site. Google is a search engine that also has a video section. In addition, Google Video has disappointed twice: it was first a TV shows search but without videos and then a site that required a software to play videos (a version of VideoLAN).
2. YouTube is more open: it shows the number of views, links to a video, so you can have a better perspective about a video. Google shows the number of views only to the upoaders.
3. YouTube is more focused on the community: you could post comments from the beginning, you can post video responses and replies.
4. YouTube lets you have favorite videos, so it's easy to view the same videos again. Google lets you find videos in the search history and bookmark it, but it's more difficult to do it.
5. You can create playlists in YouTube, and share them. There are also channels you can subscribe to. Google Video's playlists are only derived from search results.
6. In YouTube you can become a member of a group and discuss all sorts of topics related to videos. The videos are an excuse for discussion.
7. YouTube lets people create an online identity, so it's closer to a social network. You can send messages to users, add to friends, subscribe to his/her favorite videos.
8. Popular doesn't always mean great. YouTube has a list of top rated videos and controversial videos. It's reassuring to know that a video has 500 excellent ratings from 3000 views.
9. YouTube has a better search. You can sort the results by number of views, rating, search in playlists and channels.
10. YouTube has a lot of free music videos and TV shows without having the legal right, so it attracts more people. Google is more inclined to remove copyrighted content and to sell premium videos. So YouTube has a more rebellious image.
  • How do you create something for an Ecosystem? Building a PlatformExplain the etymology of PLATFORM.What are a few examples of companies that do this?Fallacy: platform is about technological functionalityTruth: platform is about enabling interactions within an ecosystem
  • The Apple Mobile Platform. Each ecosystem is a platform in and of itself. Roles: Provider, Producer, ConsumerActions: Connection, Creation, ConsumptionEnables disruptive innovation without disrupting the companyTRUST makes the economy thrive!!!
  • Make Money: 90% of Expedia’s $2B /year affiliate networks via APIsRoles: Provider: ExpediaProducer: Travel companies (airlines, hotels, cruise lines, etc.), Expedia and TravelersConsumer: TravelerActions: Connection: Volume of visitorsCreation: New travel options updated all the time, Reviews by consumersConsumption: Guarantees, Discounts and Reputation
  • Build brand:Google Maps300% growth vs. 20% growth of MapQuestRoles: Provider: GoogleProducer: Map contributors, Google, Streetviews, Satellites, Businesses, PublicConsumer: Google (data – why would Apple compete = data), PublicActions: Connection: Powerful search, accurate directions, ReviewsCreation: Updated content, streetviews, reviewsConsumption: Accuracy, speed reliability and utility
  • Scale:Netflix is able to support 1,000 plus devices. How? Through their API. Well over 2 Billion requests per dayLess than 1Million are External Developers (peaks above 20,000 per second)Roles: Provider: NetflixProducer: Film and movie production companies, ReviewersConsumer: SubscribersActions: Connection: Powerful recommendation, frictionless processCreation: Invite reviews, Watching patternsConsumption: Simple, Recommend, Signing more movies- 60% of all items on eBayadded via APIs = $6.9B GMV
  • Rosetta StoneContains the Decree of Memphis and written in three inscriptions: 1) Ancient Egyptian hieroglyphs, 2) Egyptian demotic script and 3) Ancient GreekSoftware is a Computer-assisted Language Learning through a process they call Dynamic ImmersionTransitioned from a CD software to an online platform: Introduced games, live tutors and community collaborationWhy they changed their model? Drive engagement. Why?91% of those who participate in a webinar and are 2X as likely to use the product they purchased5X as likely to renew if they are using the online subscriptionCustomer engagement = increase customer value (CAC, CLV and NPS)
  • Let’s Play MusicStarted in Windsor, AZ by Kimberly SeyboltDifference: Interactivity or engagement – including strong parent involvement. Parents are asked to come to lessons every other week for the first year and then to move to once a month in the second and third.Now with 260 teachers across the US serving thousands of studentsTaking classes every week, students are enrolled in the program for three years, which mimics the school-year schedule.It culminates when the students compose their own song at the end through the use of the various instruments they have learned, including voice.
  • TRUST makes the economy thrive!!! The Apple Mobile Platform. Each ecosystem is a platform in and of itself. Roles: Provider, Producer, ConsumerActions: Connection, Creation, ConsumptionExplain CPT and API at the most basic levelEnables disruptive innovation without disrupting the company
  • Only 2 years ago…Platform was merely an idea.No MarketplaceNo formal developer programsNo dog-fooding, using our own APINo teams focused on API & Marketplace No Consumable Campaigns
  • Customer Flow. What are customers pulling
  • Tell the story.We are looking to help small businesses make better decisions and take action
  • Myspace was trumped by the interaction and engagement that facebook did so seamlessely.Facebook changed the way a billion people create identities
  • Amazon appeared to be a predator but actually helped all the specialty book shops. I argue that Amazon has helped to increase global literacy. Werner Vogels. Focused on SelectionPrice Convenience
  • Google changed the way a billion people find and consume information
  • Ammon Curtis - Building Products and Solutions for an Ecosystem

    1. 1. The Ultimate Event for Small Business Success. Building Solutions for an Ecosystem Ammon Curtis Platform Owner, Infusionsoft @ammon_curtis
    2. 2. The Ultimate Event for Small Business Success.
    3. 3. The Ultimate Event for Small Business Success.
    4. 4. The Ultimate Event for Small Business Success.
    5. 5. The Ultimate Event for Small Business Success.
    6. 6. The Ultimate Event for Small Business Success.
    7. 7. The Ultimate Event for Small Business Success. vs.
    8. 8. The Ultimate Event for Small Business Success. play in browser favorite & history profile easy upload engage share comment view count likes/dislikes selection
    9. 9. The Ultimate Event for Small Business Success. platform |ˈplat- fôrm| (n): foundational elements used to create an ecosystem
    10. 10. The Ultimate Event for Small Business Success.
    11. 11. The Ultimate Event for Small Business Success.
    12. 12. The Ultimate Event for Small Business Success.
    13. 13. The Ultimate Event for Small Business Success.
    14. 14. The Ultimate Event for Small Business Success.
    15. 15. The Ultimate Event for Small Business Success.
    16. 16. The Ultimate Event for Small Business Success. Content Publishing
    17. 17. The Ultimate Event for Small Business Success.
    18. 18. The Ultimate Event for Small Business Success. Yes 30% No 70% *2013 Annual Customer Survey
    19. 19. The Ultimate Event for Small Business Success. ICC 4% Campaigns 28% Apps 67% ICD 1% *Site Analytics
    20. 20. The Ultimate Event for Small Business Success. 40 60 80 100 120 140 160 *Weekly calls in Millions
    21. 21. The Ultimate Event for Small Business Success.
    22. 22. The Ultimate Event for Small Business Success.
    23. 23. The Ultimate Event for Small Business Success.
    24. 24. The Ultimate Event for Small Business Success.
    25. 25. The Ultimate Event for Small Business Success. Thank you! @ammon_curtis

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