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Towards new value networks
Ed Peelen
Urgency
>Mobile telcos f.e.: – We transport
(commodity) – Market volume
grows – Market opportunity
vs wrong revenue model (data stream)
– Core assets is not core competency anymore?
Are you making money on your key assets?
Tipping points change drivers
F.e. Solar technology
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Tipping point change drivers
F.e. mobile technology
Tipping point change drivers: people & planet
Tipping point Change driver: society
> Relieving the states that make life miserable… has made building the states that make life worth living less of a priority. The time has finally arrived for a science that seeks to understand positive emotion, build strength and virtue, and provide guideposts for finding what Aristotle called the ‘good life.’” ~ Martin Seligman
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Tipping point Change driver: society
> “The universe is made of
stories, not atoms.”
> During the Middle Ages, the dominant monoculture was one of religion and superstition.
> Ours, Micheals demonstrates, is a monoculture shaped by economic values and assumptions.
> Challenge: move past its confines to live a more authentic life within a broader spectrum of human values.
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Tipping point…
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7/7/2014 10
Source: Ostenwalder et al
Economic structures
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Economic structures
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Unbundling
>Procter & Gamble
>Tap in on innovations from others
– Proposition
– Packaging
– Patent
>Swiffer
>Linux software
>Android
>LEGO
>Nabuurschap
>Sell-A-Bend
>Pros and cons?
Open Business Models
Complete assortment
> Drivers:
– Underground economy (music, 2nd hand)
– E-commerce
– Filters, search engines
> 80% of sales and >80% of profit from the long tale
Long tail
Ecosystem
>Resilient structures that are able to adapt to changes in the environment, and as fragile structures that can collapse
>Members in the eco system are interdependent
>Species evolve (change) in and endless reciprocal cycle
>There are dominant combinations; they lose leadership if things change too radically
>Metaphor to business; specific form of network or value constellation
Source: den Ouden
Ecosystem
>Nobody has a complete overview, only his own subjective view
>There is no single, objective network
>Build on tight and loose connections
>Understanding each others needs is a prerequisite
>Understanding your impact on the ecosystem as a whole
>Boundaries are unclear
Source: den Ouden
Ecosystem
>From firm level thinking to holistic thinking >Nobody can do it on his own >Consumers will be come active co-creators >From competition to co-opetition >No hierarchical supervision >Constellation for learning by doing >Flourish if there is a high level of trust
(stimulates co-operation; diminishes demand for formal agreements)
>Person’s reputation plays a role >Monitoring by peers
Source: den Ouden
Event
Context
event
Personal
relevance
Involvement
An irregular heartbeat at 11 o’clock in the morning at home
Versus an irregular heartbeat downtown in the middle of the night
Individual
consumer
Source: Prahalad et al.
The value is in the individual, not in the product
“Who the hell wants to hear actors talk?” H. Warner, Warner Bros., 1927
The challenge
The challenge
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The challenge
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