Services(Manual / low-skill work)

Commodities(Wood, paper, Plastic)

Products (aka Commodity Derivatives –

computer hardware, hammers, hats)

Differentiated Products

(e.g. branded, designed, patented)

Physicalised Content(e.g. CD, DVD, Software, Sheet Music)

Delivered Content(e.g. MP3, Concerts, SaaS)

Essentially, this is people doing stuff, and they get paid for it. These are folks in call centers, manufacturing jobs, distribution, delivery and logistics roles.

Commodities(Wood, paper, Plastic)

A Nokia ‘standard’ phone; a laptop; a screwdriver; a pair of jeans

The iPhone, a Dolce & Gabana handbag, a Dyson vacuum cleaner.

This is the representation of intellectual property in a physical form, where the value or perceived value is more associated with the content than the object. CDs and DVDs are examples. Sheet music is another example. Books are another.

This is about services that are enriched and/or differentiated by intellectual property. These services do not have a physical element, and so could include concerts and digitised goods like MP3s. They also include streamed content.

Value Added Services(Educated folks)

Essentially, this is people doing clever stuff, and they get paid for it. This is more than simply work, it is the application of education, and therefore the provision of a valuable and potentially scarce service.

Digital Services(net access, voice, messaging, security)

These are services that are provided by CSPs including Google and Vodafone. These are core comms services, and generally they are commoditised. There is little differentiation.