[SK UX-HCI] 라이프로그와 비지니스모델

이저작물은크리에이티브커먼즈코리아저작자표시-비영리-동일조건변경허락2.0 대한민국라이센스에따라이용하실수있습니다.
Lifelogging & Business Model.
September 2014
5throck

Agenda
1
What is Lifelogging?
What is Business Model?
Business Model based on Lifelogging
milos milosevic

Definition of Lifelogging
2
the activity of producing a continual record of youreveryday lifeby carrying a portable camera and/or other digital device around with you

The history of Lifelogging
3
Source: wikipedia

Decomposition: Life + log + ~ing
4
~ing
Lifelogging
Life
log

Mapping: Life + log + ~ing→ Person + Data + Action
5
~ing
Lifelogging
Life
Log
Persona
Data
Action

Persona: User & Customer Experience
6
사용자(User)
고객(Customer)
Persona
감각/감성
(시각, 청각, 촉각,
후각,미각등)
지능/지혜
(합리적사고,
의사결정등)
Outside In
Inside Out
Recognizable
Unrecognizable
Interface
Business

Data: Physical & Virtual Connection
7
장치(Device)
계정(Account)
단일
(Single Source)
복수
(Multiple Source)
Data
Virtual World (Inside Out)
Physical World (Outside In)

Action: TPO based on Event Processing
8
시간(Time)
장소(Place)
상황(Occasion)
Past/Present/Future, Day, Time-Zone 등
Location, Positioning, Indoor/Outdoor 등
Speed, Direction, Weather,Season등
Action
Outside In
Inside Out
Manual
Semi-Auto
Automatic

Lifelogging: Design Principle
9
Manual
Automatic
Recognizable
Unrecognizable
Semi-Auto
Free
Non-Free
Freemium
Device
Account
Single
Multiple
Time
Occasion
Place
User
Customer
Design
Principle

Agenda
10
Source: http://venturebeat.files.wordpress.com/2013/03/marketing-strategy-shutterstock.jpg?w=558&h=9999&crop=0

비즈니스모델(Business Model)이란?
11
비즈니스모델이란수익을창출하는기업의기초적인설계도를의미:
어떤상품혹은서비스를고객에게어떤방식으로판매할것인가를정리해놓은것
시장에서기업이고객에게어떤가치를제공하여이익을창출하는가를설명
고객가치를창출하기위한기업의내부역량과외부환경을결합한독특한사업시스템

Business Model Framework
12
•어떤고객들을대상으로사업을할것인가?
•고객들에게어떤가치를제공할것인가?
•가치를어떻게창출할것인가?
Who
What
How
차별화의원천
(Fitness/
Trade-Off)
•제품의진정한경쟁우위는‘고객(who)에게가치(what)를창조해주는차별적방식(how)’을통해서만창출될수있음
•그러한차별화는제품의Who/What/How가상호얼마나정합성(Fitness)를가지고있느냐와
•또한, 그러한포지션이경쟁사에게얼마나상쇄관계(Trade-Off)를주느냐에달려있음
•그러므로Fitness와Trade-Off를창출하는전략적포지션이상품기획의본질이라할수있음
•경쟁사는왜우리를모방하지못하는가?
Source: 비즈니스모델이란?, IBM

Who -Market Segmentation
13
Mass Market
•고객에대한구분을하지않고모든고객을전체시장으로보는방식
–포드의T-Model, 코카콜라의6.5온스one-size 등
주요내용
Segment Market
•뚜렷이드러나는고객의특성이나요구사항을활용하여시장을몇개의대규모집단으로나뉘고각고객군별특화된시장으로보는방식
Niche Market
•시장을구분짓는변수들을더욱세분화시켜기존의segment보다훨씬더작은규모로고객집단을분류하는방식
–고객군이작기때문에경쟁자가존재하지않거나상대적으로적음
Local Market
•시장을지역적으로보고각지역의특성에맞는변수들을이용하여segment함
–지역의인구, 소득분포, 상권등을기준으로하여지역별고객집단을나눔
Individual Market
•각시장을기업또는개인단위까지내려개인을하나의시장으로보는방식
–대부분의B2B 사업의경우특정한기업이원하는특정한사양을제공함
–B2C 사업의경우에도CRM의발달로점차mass customization 되어가고있음

What -Value Proposition
14
Value Proposition
More for More
More for Same
More for Less
The Same for Less
•비싸더라도우수한품질을원하는고객(예:몽블랑필기구, 하겐다즈아이스크림등)
•같은가격에우수한품질을원하는고객(예: 도요타렉서스등)
•우수한품질의제품을더싸게구매하려는고객(예: Category Kill 등)
•같은품질의제품을더싸게원하는고객(예: 일반할인매장이나인터넷을통한구매등)
내용
Less for Much Less
•약간낮은품질의제품을훨씬더싸게구매하려는고객(예: 독일수퍼체인Aldi, 사우스웨스트항공등)
Benefit
Cost

How -Yield Management
15
•Yield Management: 서비스분야의중요한개념
서비스의주요한특징중하나인소멸성(perishability)을가격과연계한개념
Quadrant1 Quadrant2이동
−예를들어조조할인을통해한산한아침시간에신규고객을유치한다든가혹은사람들이몰리는주말에비싼요금을받아고객을다른요일로분산시키는방법
Quadrant3 Quadrant1으로이동
−예를들어골프장의경우각팀의출발위치를다른홀에서시작하게한다든가혹은marshal이주기적으로돌아다니면서각팀을독려하는방법

Trade-Off -차별화: 선택과의도
16
확대
축소
채택
버림
차별화
5점척도
Average
전략캔버스(Strategy Canvas), Blue Ocean

Business Model vs. 5W1H
17
Basic Business Model
Who
What
How
Where
When
Why
Customer
Product / Service
Price
Place
Promotion
Business Model의주요한개념인Who, What, How 및Why에덧붙여Where, When이포함될때보다효과적인Business Model에대한구성이가능할것임
Extended Business Model

Thinking Framework: Business Model Canvas
18

Acting Framework: Business Model Blocks
19
Source: http://www.earn-money-with-ict.be/wp- content/uploads/img5.jpg
Source: http://www.boardofinnovation.com/wp- content/uploads/2011/11/kitnetflix.png
Source: http://davidwesson.typepad.com/.a/6a010535373ed2970c014e611879af970c-pi

Who
What
How
Business Model + Lifelogging
20
~ing
Lifelogging
Life
Log
Persona
Data
Action

Agenda
21
Source: http://businessmodelsinc.files.wordpress.com/2009/10/nespresso_businnes_model.png

Case Study: Cyworld
22
Manual
Automatic
Recognizable
Unrecognizable
Semi-Auto
Free
Non-Free
Freemium
Device
Account
Single
Multiple
Time
Occasion
Place
User
Customer

디지털아이템선물
23
청소년층및20-30대의젊은인터넷사용자들이인터넷에서아바타를꾸밀수있도록선물을주고받으면서친밀감을표시하는경우가점차늘고있으며이로인한매출이증가추세임
인터넷
현실세계

디지털아이템으로부터사용자가바라는것은무엇인가?
24
용도별구분
디지털아이템
형태별구분
Visual Item #2
(Situation)
Auditory Item
Visual Item #1
(Decoration)
Functional Item
시각적으로사용(소비)되는
꾸미기용도의아이템
시각적으로사용(소비)되는
상황적자기표현아이템
청각적으로사용(소비)되는
아이템
기능적으로사용(소비)되는
아이템
자기의정체성을드러내기위해소비되는아이템
다른사람과의관계나친밀감을위해소비되는아이템
모임에대한소속감에의해기부하고기여하는아이템
자신의지위를나타내기위해소비되는아이템
재미와오락을위해서소비되는아이템
Identity Item
Relation Item
Intimacy Item
Reputation Item
Contribute Item
Recreation Item
아이템이온라인상에서만존재하고실제생활(오프라인)과는연계되지않는것이문제임

디지털아이템을실제생활에서사용할수는없을까?
25
Information (online)
Product (offline)
Romeo
Juliet!
디지털아이템
오프라인매장
예-스타벅스
온라인커뮤니티

디지털아이템사용시처리프로세스
26
1. Order
3. Confirm
Information
Product
6. Sales
& Delivery
2. Order
Info
On-Line Community (Avatar)
4. Mail/ SMS Notification
Romeo
Juliet
5. Order

아이템의온/오프라인사용
27
실제오프라인상에서상품을구매뿐만아니라이를온라인상에서자연스럽게변화하게함으로써자신을차별화(CUPI: Creating User’s Personal Identity)할수있음
스키장등에서자신의추억을남길때오프라인과온라인이구분되어자신의일상이분리된형태로남겨지지만, 디지털아이템과의연계를통해스키장의사용일자에맞게자신의디지털공간을꾸미게함으로써자연스럽게온/오프라인을연계할수있음
커피전문매장의아이템으로자신을꾸미게하거나, 음반프로모션차원에서음반을구매하면온라인상에서도이를들을수있도록함으로써온/오프라인상의마케팅을동시에진행할수있도록함

Business Model 설계: 온/오프라인을연계한모바일결제
28
온/오프라인을연계한비즈니스모델을제시함으로써사용자정체성(Identity)을강화하고, 이를사용자스스로표출하게함으로써사용자를차별화할수있는방향모색
디지털
아이템
포인트/ 기프트카드
고객
온라인
사이트
관련업체
수익
제품구매
디지털
아이템
수익

Case Study: Vessyl
29
Manual
Automatic
Recognizable
Unrecognizable
Semi-Auto
Free
Non-Free
Freemium
Device
Account
Single
Multiple
Time
Occasion
Place
User
Customer

What is Vessyl?
30
Source: http://www.myvessyl.com/

What Benefit?
31

Product Spec
32

Business Model 설계: 디바이스기반의데이터판매
33
오프라인활동을지속적으로모니터링함으로써사용자스스로인지하도록하며, 발생되는데이터를기반으로통계분석등을통해관련업체(식음료회사, 헬스케어회사등)에판매가능
수익
데이터
보조수익
제품
로그
New Product Planning
사용자
제조사
관련업체

Summary: Business Model based on Lifelogging
34
Manual
Automatic
Recognizable
Unrecognizable
Semi-Auto
Free
Non-Free
Freemium
Device
Account
Single
Multiple
Time
Occasion
Place
User
Customer
2004: Cyworld
2014: Vessyl

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[SK UX-HCI] 라이프로그와 비지니스모델

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