CU2 Reborn

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SENSI MEDIA

Cu2: Reborn

Re-engineering the business model of Cu2.

CM2033 - Dr. Matthijs Leendertse

2-11-2011

Rudolf den Hartogh

340907

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1. Introduction

Nowadays, Facebook and Twitter are probably the most successful social networking sites in the

world. In the Netherlands, there is only one Dutch social networking site that can compete with

them, which is Hyves. With 4.854.500 registered users, Hyves is nearly as popular as Facebook , which

has 4.979.000 registered users (Oosterveer, 2011). However Facebook and Hyves are innovative in

several ways, they were not the first actors in the generation of social networking sites. Most people

in the Netherlands probably do remember the Dutch pioneer in social networking sites: Cu2. This

Dutch website, www.Cu2.nl , was launched in April 2000 and rapidly grew out to the market leader of

social networking sites (RTL, 2005).

Cu2 is a so-called social networking site, which is a type of social media. Agichtstein et. al.

(2008, p.183) describe social media as popular usergenerated content, which is situated on web 2.0

domains, including social bookmarking sites, blogs, photo, video sharing communities and social

networking sites (like Facebook and Myspace). There are different types of social media, but all of

them contain user generated content, communities, and Web 2.0 technologies (Blood, 2004).

Social media became increasingly popular by 2000 and are even more popular today, in 2011.

However, Cu2 experienced a decrease in popularity, lost its leading position in social networking and

is not unique anymore. That said, it can be stated, that somewhere it went tremendously wrong. I

want to urge that several things need to change for the company behind Cu2, Sensi Media.

Therefore, I decided to help Sensi Media with re-engineering their business model, in order to

transform Cu2 into a successful social medium, just like Hyves, Facebook and Twitter .

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2. Problem

Cu2 is a website where people have the opportunity to create their own personal profile with

information about themselves, add pictures, and have the possibility to communicate with other

users. The website was initially created by the company Media Design, incorporated by Ilse Media in

2005, and taken over by Sensi Media in 2009 (Derksen, 2003). In November 2003, the website had

more than one million visitors per day and it became the Dutch market leader in social networking in

2005, with 630.000 active profiles (Derksen, 2003). Nowadays, the website published that it has

50.000 visitors per month (Sensi Media, 2011), which is a significant decline since 2005. Cu2 once

was the most popular social networking site in the Netherlands and it can be successful again when

the business model is re-engineered. By using different components of the business model canvas

developed by Osterwalder & Pigneur (2010), Cu2 will reborn and become a successful competitor for

Twitter, Hyves and Facebook.

The starting point for re-engineering the business model for Sensi Media should be a shared

understanding of what a business model is. For this paper, the definition from Osterwalder & Pigneur

(2010, p.14) will be used, which states that a business model describes the rationale of how an

organization creates, delivers, and captures value. According to these scholars, the model consists

of nine building blocks that can be applied to every commercial company (see figure 1). The

problems that Cu2 is facing will be linked to some of these building blocks.

(Leendertse, 2011)

Figure 1.

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The fundamental problem for Sensi Media is the declining amount of visitors and users of Cu2.

Research has shown that social media in general, are currently growing at an explosive rate, which

is noticeable with Facebook, MySpace and Twitter (Asur et. al, 2011, p. 134). Figure 2 presents a

comparison of statistics between Cu2 and Hyves, which shows that Cu2 users collectively send two

text-messages in the last 24 hours, whereas Hyves-users collectively send 1.016.604 text-messages to

each other in the same time (on November 2, 2011). This indicates that people turn other social

networking sites over Cu2, because other products probably do a better job in satisfying the

customers need than Sensi Media does. So, Cu2 has to be adapted to the needs of the customers,

and to do so, it is vital to focus on the Customer Segments and Value Propositions (Osterwalder &

Pigneur, 2010).

(Cu2, 02-11-2011; Hyves, 02-11-2011)

By looking at the Customer Segments, the customers will be taken into consideration and who they

are. According to Valkenburg et. al. (2006), in 2006, most profiles on the Cu2 website (415.000) were

from adolescents between 10-19 years old, which was approximately 22% of the Dutch adolescents.

When taking the current website in consideration, it is questionable whether or not adolescents are

still the target group of Sensi Media. Even more doubtful is, whether or the company itself has a clear

image of who their customers are and who they want to address. The website is taken into

consideration to further illustrate the problem. On

the front page of their website, Cu2 displays the top 10 most active male and female users (figure 3).

For this paper, the ages of these users are attached in figure 4, which points out that the 20 most

active users of Cu2 have an average age of 29. Of course, this average age is only based on 20 users,

yet it is remarkable that the youngest user of the top 20 is 19 years old. It is an indication that the

main target group of Cu2 is not adolescents, like Valkenburg et. al. (2006) state, but it is probably

more likely that their customers are between 25-40 years old.

Hyves Cu2

Figure 2.

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(Cu2, 02-11-2011)

That the website needs to be better adapted to this age group, is noticeable in the childish design of

the website. Instead of asking the users real name for their profiles, the users are required to use a

nickname on Cu2. At one hand the use of nicknames is good for peoples privacy (Lam et al., 2008),

but on the other hand , research pointed out that the use of nicknames leads to sex-role stereotypes

and most adults perceive it as childish (de Klerk & Bosch, 1996, p.10). Another indicator of the

childish setup of Cu2 can be perceived on the forum, which has the tab Zeurkous where people

can complain about for instance, their parents (see figure 5). It is highly doubtful that customers,

who are independent from their parents, will complain about their parents on Cu2.

A research from Lampe et al. (2006, p. 167) pointed out that the main reason for people to use a

social networking site is to keep in touch with an old friend or someone they knew from high

school. Therefore, a good networking site must offer social searching, which means that users can

use a social networking site to find out more about people they have met in real life (Joinson, 2008).

A main problem for Cu2 is that the use of nicknames has a negative effect on this social searching,

which may have been of influence in the decline of visitors.

According to Joinson (2008), the usability of the website and the possibility to easily upload

photos are determining factors in the success of social networking sites. For Cu2, the design of user

Top 10 Women Age Top 10 Men Age

Q ueen-13 28 King-13 38

x-x-x-x-x-x 27 Telstar 54

LightningCrashes ? Darklord 30

RivellaDark 19 LadyImmortelle ?

dontthinkso 27 Tja1974 34

Wacky-Mom 29 Fox0o ?

Sister-Of-Mercy 24 metalmike 32

Saskia1978 31 Psychoschaap 29

chanievedder 21 Fantasyfreak 21

TwistedxFaith ? Pimmie 22

Figure 3. Figure 4.

Figure 5.

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3. Theory

The following is a theoretical overview of the Customer Segments and Value Propositions, which are

elements of the business model canvas, based on the findings of Alexander Osterwalder & Yves

Pigneur (2009). The problem definition of Cu2 will be linked to these findings, in order to clarify what

will be studied regarding these two elements. The Customer Segments refer to the different groups

of people or organizations an enterprise aims to reach and serve and the Value Propositions refer

the bundle of products and services that create value for a specific customer segment (Osterwalder

& Pigneur, 2009, p.20-22).

Customer segments As a media company you want to reach a certain audience and on the other hand you want to reach

and serve organizations. These people and organizations will be the customers of the future and

without them Cu2 will not survive for long. According to Ellis & Paulette (1992), understanding who

your customers are and what they want is the first to prevent your company from losing customers.

So, who are the Customer Segments for Sensi Media?

At this moment Cu2 can be considered a multi-sided platform, since it serves two

independent Customers Segments (Osterwalder & Pigneur, 2009, p.21). At one hand, Sensi Media

needs a large base of active users to attract advertisers. On the other hand, the company needs

advertisers to finance the hosting and maintenance of Cu2. Both segments are required to make the

business model work for this company.

Regarding Customer Segments, it has to be studied who the current users of Cu2 exactly are.

Research must be done to their age, nationality, gender, educational level and work, relationship

status, and their preferences. By studying these aspects of the customers, youll get a better

understanding of the customers and brings the opportunity to improve the website to the customers

needs (Dunay & Krieger, 2010). This study will help you to recruit an audience and the results of such

a study will make it easier to attract advertisers. Since advertisers are rational, hard data from your

audience will improve the chances that they will choose your website (Leendertse, 2011).

Additionally, it has to be studied whether or not it is possible to create another Customer

Segment. Facebook, for instance, has three customer segments: users, advertisers and game/app

developers (Osterwalder, 2011). With 250 million daily active users, it can be stated that this works

for Facebook (FB factsheet, 2011). Therefore, understanding the current Customer Segments and

researching the possibilities for a third Customer Segment for Cu2 may be of great benefit for Sensi

media.

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alue PropositionsA value proposition creates value for a customer segment through a distinct mix of elements

catering to that segments needs (Osterwalder & Pigneur, 2009, p. 21). Basically, the question

arises: for what value of Cu2 are your customers willing to turn your website over competitive social

media? Only by having a product that is valuable for your customers, advertisers are willing to investin your product. We will look at the following Value Propositions: the brand/status, accessibility,

usability, design and risk reduction. Below, a theoretical explanation of these elements follows.

Brand/Status

First and foremost, Sensi Media has to determine what their philosophy is behind Cu2 and related,

how they want the customer to perceive their brand. Customers may find value in the simple act of

using and displaying a specific brand (Osterwalder & Pigneur, 2009, p. 24). Brands often represent a

certain lifestyle, which may have both positive and negative effects for the product. Some people will

perceive the association with the brand as attractive, whereas for others it may be a barrier to visit

the website. Therefore, study has to be conducted among Dutch citizens, to find out what the

current brand/status of Cu2 is. With the results of that study, Sensi Media will know what the current

brand/status is of their website, which will provide insight in what they have to change.

Accessibility

Making products and services available to customers who previously lacked access to them is

another way to create value (Osterwalder & Pigneur, 2009, p.25). The initial success of Cu2 can be

explained according this statement: Cu2 was one of the first websites that provides access to user

information. For advertisers, such a website is an enormous advantage to easily study audiences at

one hand, and promoting their product on the other hand. However, the growing competition, like

Facebook, provided the users even more access than Cu2, which is a determining factor in the

decline of visitors for Sensi Media.

As pointed out in the problem definition, social searching is of fundamental value for the

accessibility of a social networking site. Therefore, it should be studied whether or not it is possible

to create a system that makes social searching more effective and convenient, and provides more

user data for advertisers. This will probably attract more users, as well as more advertisers.

U sability and Design

Prior research pointed out that usability of social networking sites is a determining factor for its

success and making things more convenient or easier to use can create substantial value (Joinson,

2008; Osterwalder & Pigneur, 2009, p.25). Therefore, Cu2 should research is how they can improve

the usability of the user profiles. As stated in the problem definition, the website is now based on a

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subset of HTML. The popularity of the Help tab on the forum (12.406 requests for help (figure 7)), is

an indication that the current design might need improvement. Additionally, Cu2 is currently only

available in the Dutch language, which limits the amount of users.

First, I would like to suggest studying the possibilities for a standard format for the profiles,

because this also works for competitive social media, like Hyves, Facebook and Twitter (Lampe et al.,2006). Secondly, I would like to have studied whether or not the implementation of other languages

would be of significant value for Cu2. Third, Sensi Media has to research the possibilities to create an

entirely new set of needs in order to be unique and give people a reason to switch over to Cu2.

(Osterwalder & Pigneur, 2010, p.23).

Risk r eduction

With risk reduction is meant that a company minimizes the risks for their users when they use their

product (Osterwalder & Pigneur, 2009). At this moment, everyone can sign up to Cu2, use any

nickname they want and spread false information about themselves. To reduce risk, Sensi Media

could supervise the profiles on their website by monitoring pictures, filter sexual and taunting

language and exile other intimidating or harassing behavior. To improve risk reduction, I would like to

suggest conducting a study that explores existing forms of risk reduction that are proved to be

successful. There must be researched how other social media reduce the risks for their users and it

be must examined whether or not it can also be applied to Cu2. Additionally, there has to be looked

at new, innovative forms to minimize the risk for the users.

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4. Assumptions

In 2005, Cu2 was the most popular social networking site in the Netherlands, but somewhere it went

wrong. Other websites, like Hyves and Facebook became more successful; what did they do better

than Cu2 and is it possible for Sensi Media to become market leader again? In order to help Sensi

Media, it may be beneficial to take some best practices of other media products into consideration.

When I think about Cu2, I think about Nintendo. Just like Cu2, Nintendo was with the launch

of the Nintendo Entertainment System one of the first in its generation. Nintendo was the market

leader in videogame consoles and portable consoles, until Sonys Playstation I and Playstation

Portable came out. Nintendo perceived a decline in customers and for a period, they had no answer

to the competition. Though, instead of accepting this decline, Nintendo decided to mainly target the

audience its competitors did not target: youth and families. However, this was not enough: they had

to further distinct themselves by satisfying an entirely new set of needs that customers previously

didnt perceive (Osterwalder & Pigneur, 2009, p.23). With the Nintendo DS and Wii, they created an

innovative experience for their users, which their competition later imitated. Yet, by the time the

competition had an answer (with Playstation Move and Xbox Kinect), Nintendo was already a step

ahead on the competition by announcing a new innovative console: the Wii U. For more information

about reconfiguration, creation of a new market and technological changes of Nintendo, see

Subramanian et al., 2011.

Other companies that might be interesting to take into considerations are Hyves and

Facebook . In the Netherlands, Hyves (4.854.500 users) is nearly as popular as Facebook (4.979.000)

users (Oosterveer, 2011). This indicates that it is possible that multiple social networking sites are

popular simultaneously and scholars studied why some social networking sites are more popular

than others. For instance, Joinson (2008) indicated that social connection leads to an increase of

users on Facebook . This implies observing the profiles of friends and comment on the personal status

of others. Additionally, he states that people spend more time on Facebook due to specific content,

like games, polls and other gadgets. Another research from Zywica & Danowski (2008) points out that

when social networking sites explicitly show how many friends a user has, it will be more likely to

become popular than websites that do not imply an overview of friends. The reason is that people

with many Facebook-friends are considered to be more popular than people with fewer friends.

Another research from Brandtzaeg & Heim (2008) found that user-friendliness is one of the three

most important motives to choose, or abandon, a certain social networking site. Their study showed

that people are experiencing frustrations when adapting a personal profile cost too much effort,

when the website is lagging and when the layout of the website is inconvenient.

Every social networking site has unique applications to share information and experience

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amongst users. These applications can be a detriment or an advantage for the website. Fox & Naidu

(2009) compared different social networking sites, like Myspace and Facebook to discover which was

the most user-friendly. They let inexperienced users create an online photo album, change the

privacy settings and send their friends messages. The study pointed out that Facebook was most

user-friendly, because it cost the participants less time to finish the tasks with Facebook than withother websites. Hart et al. (2008) also studied Facebook and concluded that the success of the

website is largely due to good online navigation possibilities and the high user-friendliness. According

to Nielsen (2005), user-friendliness is stimulated by a minimalistic design, flexibility and consistency.

Hart et. al. (2008) state that social networking sites should feed the curiosity of users and

offer them an enjoyable experience. To achieve this, a combination of Nintendos strategy and

Facebooks user-friendliness would probably be the best combination for Cu2. Sensi Media has to

offer the most user-friendly social networking site and must try to be one step ahead on the

competition

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5. Method

In order to really help Sensi Media re-engineer their business model, further research must be

conducted. Therefore, I formed a short research proposal, detailing what I want to research for this

company and what methods will be used. Because of increasing popularity of social media, there has

arisen a strong interest to research these new media. Consequently, many books and journals have

been written about social media and their influence (Rombout, 2011). Therefore, the focus will be on

quantitative- and qualitative content analysis and additional interviews will be conducted to achieve

information that cannot be obtained by content analysis.

Quantitative content analysis

According to Ellis & Paulette (1992), the success of a product starts with understanding who your

customers are and what they want. Since most users of Cu2 publish personal information on their

profiles, I think it is useful to start with a quantitative content analysis of the Cu2 profiles. In order to

be representative, all profiles must have the same chance of being selected, which can be achieved

by using a random number generator. Additionally, a standard data collection form will be used by

the research staff to record specific types of information (Hinduja & Patchtin, 2008). With the help of

this content analysis, an overview will be formed of the current users, providing information about

their age, nationality, gender, educational level and work, relationship status, and their preferences.

Furthermore, all viewable elements on each Cu2 profile will be reviewed, including

comments left by visitors. There will be searched for communalities, in for example, amount of

information, type of layout and amount of pictures. These results can provide us with a more specific

indication of what the Cu2 user does like to publish on its account. It will help the designers to adapt

the layout of the website to the customers needs Brandtzaeg & Heim (2008). A similar quantitative

has proven to be effective form Myspace (Hinduja & Patchtin, 2008)

Qualitative content analysis

When it is known who the customers of Cu2 are, it is vital to become further aware of their needs.

This can be achieved by conducting a qualitative content analysis of prior research that is conducted(Babbie, 2007). Scholarly literature will be extensively explored to find out what your audience needs

are and what the determining factors are in the success of similar social networking sites, like

Facebook. For this research, I intend to study about 30 scholarly articles and books. Facebook is the

most successful social networking site and there exists an extensive amount of literature that

explains the success of the website (Fox & Naidu, 2009). For this reason, half of the scholarly

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literature that I am going to study will be about Facebook . This qualitative content analysis will

provide Sensi Media with knowledge that can help them understanding their audience and their

needs. Only then, it is possible to successfully adapt the website to the customers needs (Dunay &

Krieger, 2010).

According to Rombout (2011), knowledge of your competitors strengths can help you toimprove your own product. Additionally, the products of the competitors have to be researched and

become aware of their services and activities, in order to be distinctive (Brandtzaeg & Heim, 2008).

To further illustrate: only when you know the competences of others and what is already out there,

you can think of something that is innovative.

I nterviews

Besides content analysis, interviews will be conducted among Dutch citizens to find out what their

image is of with Cu2 and what they think that needs to change for Cu2 in order to attract them. Thereason for choosing interviews and not surveys is that it provides more details, provides more room

for alternatives and you can make sure that the respondent correctly interpret the questions (Babbie,

2007). It will help Cu2 with redesigning their website and alter it to the needs of the customer.

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6. Plan

As most of my cost-associated activities are related to time, this section presents my time schedule

and costs for performing the proposed research. The proposed research project will result in a final

report, which will be completed by February 1, 2021. To reach this goal, I will follow the time

schedule that is presented in figure 8. Since I already have access to the Cu2 profiles and scholarly

literature, most of my time will be spent on exploring and examining all the information, finding the

key successes of other social media and conducting interviews.

T imetable

Total time available 3 months (until February 2, 2010)

Time Period Dates (from X until Y)

Q uentitative content analysis 32 days 4 November 6 December

Creating a standard data collection form ½ day 4 November

Learning how to work with the random number generator ½ day 4 November

Selecting Cu2 profiles, analyzing and recording information. 20 days 5 November 24 November

Organize recorded information and write a report

Q ualitative content analysis

10 days

37 days

25 November 4 December

5 December 11 January

Finding useful scholarly literature 10 days 5 December 14 December

Reading and analyzing scholarly literature 7 days 15 December 22 December

Write a report about findings from scholarly literature 5 days 23 December 27 January

Analyzing competitive products 10 days 28 January 6 JanuaryWrite report about findings from competitive products 5 days 7 January 11 january

Interviews 21 days 12 January 31 January

Creating the questionnaire for the interviews 1 day 12 January

Conducting the interviews 10 days 13 January 22 January

Organizing results and write report 10 days 22 January 31 January

Final Report 6 days 1 February 6 February

Drawing conclusions from the findings

Write report and make recommendationsPresentation of the findings to Sensi Media

2 days

3 days1 day

1 February 2 February

3 February 5 February6 February

Total 90 days 4 November 6 February

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C osts

Given that the profiles of Cu2 are publically available and all of my academic sources are available

through the Erasmus University library system, there are no significant costs associated with

performing the content analysis. Unless one takes the amount of tuition spent on maintaining the

Erasmus University library into account. The only minor costs are photocopying articles, printing and

binding my reports and possible travel costs for conducting the interviews. I estimate that these

expenses will not exceed 150,-.

Most costs for Sensi Media will be to pay the junior research analyst, which would be me. I

charge 20, - per hour (gross), which would be 160, - on an 8-hour workday. I estimate that the

research will take up to 90 days, which means that the company has to pay (90*160=) 14.400 euros

(gross). I estimate the total costs for Sensi Media to be 14.550 euros.

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7. Reflection

For me, this was a difficult and time-exhausting assignment, because I was not very familiar with

business models and economic aspects of media. Sometimes, it was hard to find sources that were

useful for this case study about Cu2, and it had cost me a lot of time to get. From the problem

definition on, I discovered that I had underestimated this assignment. Different from previous

assignments, we had not only to apply the business model canvas, but also give a clear problem

definition, specify the methodology and create a research plan. Especially, the problem definition

and the plan took more time than I had expected.

In the end, I must say that I am proud on the research proposal that I have created. The

quality of the paper may be not perfect, but I did my best. I have learnt a couple of interesting things

by reading articles for this paper, which are hopefully useful in the future. However, my knowledge

about the business of media is very general; this assignment definitely provided me more insights in

the economic side of media. Though all of this knowledge can be very beneficial for a company, I

realize that there is not one solid formula that can guarantee the creation of a successful product.

Even the best business plans and research proposals cannot precisely predict consumer behavior,

which is a safe thought, because otherwise companies probably make abuse of it.

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