Community animation

Twitter opportunities

Case Study mobile app

Monitoring Social media

Geo-localization

Innovative mash-ups

Scrum : tips & tricks

Career mgt 2.0

Basecamp

Webwriting

DYNAMIC INSOURCINGFRIDAY SESSIONS

Fabian TILMANT

“ The Value Chain

of the Digital Information

distribution

“

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Use #FridaySession

Information Value Chain : We’re in an information world

Information Value Chain : Disruptive Environment

Digital world is constantly changing

Rules don’t have time to be established they’re outdated

Regulation haven’t succeed to follow yet

More possibilities to advertise and reach consumer/prospect

Timing is increasingly important

User expectations are raising

Technology-enabled business models have emerged

Internet pure player are tough competitors and have deep pockets

The whole advertising world can change in a second (MS or Google have 10 times money to buy advertising groups)

…

Information Value Chain : Stages of the Value Chain

Information Value Chain : How to optimize your position?

Standards

Substitution

Winner-take-all

Platform logic

Platform utility

Information Value Chain : Set standards if you can

Standard: a custom, convention, product, or system that has achieved a dominant position by public acceptance or market forces

Example: OS sets standards, browsers doesn’t because they all do the same job based on same technology => low entry barrier

Standard | Substitution | WTA | Platform logic | Platform utility

Information Value Chain : Avoid substitution on your P&S

Substitution allows a player/technology to keep or not a market (entry and exit barriers). If you can substitute one product/service by another very easily, this product/service is called commoditized

To push barrier higher: add-value/differentiate (soon-to-be) commoditized products/services

Standard | Substitution | WTA | Platform logic | Platform utility

Information Value Chain : Winner-take-all situation

Winner-take-all: if a player sets an adopted standard or is in a monopoly position and if entry barrier is high, we’re in a Winner-take-all situation

Source: Cybernetnews.com

Examples: Windows in OS, BluRay thanks to PS3 established base and Sony Entertainment catalog…

It keeps going if WTA sets and animate platform, keeps innovating and locks standard

Standard | Substitution | WTA | Platform logic | Platform utility

Information Value Chain : Set up platforms!

Platform logic: setting up platforms allows you to build and grow a system with both users and partners (called complementors). To keep it alive, you need to

– Strengthen your leadership on thesystem

– Give complementors tools to innovate within your system to make them raise money and keep them alive (they bet their asset on your platform)

– An isolated complementor has the risk to compete with platform owner. Or can be count on being bought;o)

– UGC creates a new kind of complementors: users(look at Social networks..)

Platform

Users

Complementors

Standard | Substitution | WTA | Platform logic | Platform utility

Information Value Chain : Increase your platform’s utility

Utility: when a platform is auto-filled, a virtuous circle is created. Utility of the platform gets bigger with time. Mind keeping innovating and empowering your complementors and users!

Counter-example: Java on Windows breaks this utility logic thanks to application porting from 1 platform to another. MS reaction: no support for Java and invention of a competitive programming language (.NET)Developers, Developers, Developers…

Platform

Users

Complementors

Standard | Substitution | WTA | Platform logic | Platform utility

Information Value Chain : Best case for your business

Conclusion: tying up some elements of the chain by partnerships, buying or building allows a better control on the whole chain– Setting standards: increasingly difficult

in this open-source world (but look at Apple)

– Optimizing entry/exit barriers (but depends a lot of the sector and markets you’re on), which could lead to a WTA situation

– Using platform logics and strengtheningutility of your platform(s)

INERTIA IS NOT AN OPTION !

INNOVATE !!!

Information Value Chain : Let’s find practices and examples

Now speak out! We can discuss examples (Google, Windows/Apple PC, Game consoles, iPhone, IDTV, music and films going digital, OpenSocial initiated by Google and refused by Facebook-WTA, Data Portability Project, Ebay…)

Standard | Substitution | WTA | Platform logic | Platform utility

Cleverwood is a trademark of Fair Wood Ventures sprl/bvba

Cleverwood is your New Media

Consulting partner, providing

expertise, knowledge and

consulting services for Web,

Mobile, Interactive Television

and emerging channels.

Slides will up be there

Pic’s will be here

Summary over hereAnd tweets down here

Thank You

Fabian Tilmant

@fabnet_be