The document discusses shaping strategies that aim to broadly redefine competition in a market sector through mobilizing global ecosystems. It explains that shaping strategies can transform industries dramatically if successful, but also concentrate risk. It then outlines three key elements needed for effective shaping strategies: 1) a shaping view that changes perceptions of market opportunities, 2) a shaping platform that provides development or interaction leverage, and 3) shaping acts or assets that prove the project will succeed. As an example, it summarizes Google's shaping strategy for its Android mobile operating system.

1. 2304 – Media Management ShapingStrategy in a World of Constant Disruption Hagel, Brown and Davidson (2008) Group 3a

3. In other words - to broadly redefine the terms of competition for a market sector using a positive, galvanizing message that promises benefits to all who adopt the new terms

4. These strategies can be very powerful when they work but they also concentrate risktothe shaping company

5. The article looks first at changes in infrastructure that are making these strategies more viable and attractive

6. Then it explores the key elements that must come together to execute positive shaping strategies

7. Finally it examines how to use those strategies Group 3a 2304 – Media Management

10. Because the underlying technologies are developing continuously and rapidly, there is no prospect for stabilization

11. These new opportunities are open to small as well as big companiesGroup 3a 2304 – Media Management

13. They should act more boldly!

14. They should strive to shape global ecosystems and thereby fundamentally alter industries and markets

15. The challenge for a potential “Shaper” is to diminish perceived risk and maximize perceived rewards for a large number of actors

16. “Successful shapers reduce fear and magnify hope”Group 3a 2304 – Media Management

17. 3. The Three Elements of a Shaping Strategy Group 3a 2304 – Media Management

19. The shaping view is never very detailed, it leaves much roomforrefinement

20. A shaping view strives to imagine what an industry or market could look like and challenge conventional assumptions about what success requires

21. They should focus tangibly on where to invest energy, attention and capitalGroup 3a 2304 – Media Management

23. A set of Shaping Platforms typically offer one of two forms of leverage:Development leverage: Reduces the investment required to build and deliver products or services b. Interaction leverage: Reduces the cost and effort required for a many different types of participants to coordinate their activities Group 3a 2304 – Media Management

25. Asset - example: the shaping company has enough assets to back the project upGroup 3a 2304 – Media Management

27. Goal: Establish an open-source operating system which could be accessed and edited by everybody, not just restricted to the producing company

28. This was a totally new approach in the area of mobile phones

29. The project was backed up by the Open Handset Alliance, a consortium of several companies including Texas Instruments, Google, HTC, Intel, LG, Motorola, , Samsung Electronics, Sprint Nextel, T-Mobile and others