The document discusses a book that presents concepts about co-creating unique value with customers for the future of competition. The concepts in the book require serious mental exercise and are not easy to understand or implement, as they involve redesigning organizations, processes, and systems around co-creation. However, for those interested in innovation, especially entrepreneurs, learning these concepts could provide opportunities to take advantage of co-creation. The context of competition is changing from consumer, economic, technology, and management perspectives to focus more on co-creation of experiences with customers.

1. The future of competition “Co-creating unique value with customers” Literature presentation by Marieke Schoenmaker

2. The future of competition is about co-creating unique value with customers

5. … .. from a economical perspective ….. New Context Differentiated Un-differentiated Relevant for Irrelevant for Market Added value Price fixing Customer needs Competitive position Commodities Products Services Experiences staging Co-creation experience transformation Customization Customization Customization Commoditization Commoditization Commoditization

6. … . from a technology perspective ….. New Context

8. New Consumers in the Telco and Media Industry How are they reshaping the TME landscape?

11. Co-creation of value through personalized interactions that are meaningful and sensitive to a specific consumer Involvement Events Context Meaning Facilitating diversity experiences Building Experience infrastructure Variety of Individual experiences Elements hardware New Concept Experience environment

14. Innovation by the masses not for the masses New Concept Source: www.wethinkthebook.net/book/home.aspx

16. HP’s cultural revolution New People Source: Business week, Innovation, November 15th 2007

18. High involvement Concept - Connect & Create ™ Joint activities Involved with Problem solving Practitioners Movers Community of practioners Connectors Knowledge made available to others Platform for Experience Driven growth Platform Experience Innovation Creation of Products, Services, organisations Business Model Blog Experience Innovation New Business Dynamics

19. The rise of the knowledge network 2.0 on experience innovation New Business Dynamics