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Interactive

TV
Ecosystems
The Power of Ecosystem
Case Study Text

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© 2009 by Nathalie Magniez

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15 Years+ marketing experience

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ECOSYSTEMS
Business Ecosystems
as a
Competitive Advantage
Customers Differentiation
Loyalty

Multiple Higher
Revenue Audience
Streams
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STUDY YOUR ECOSYSTEM

AND

BUILD YOUR PLATFORM


Ecosystem

Business Model
{ An ECOSYSTEM is a a completely
independent unit of interdependent
organisms which share the same habitat. }

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Key Aspects of ecosystem

• Actors (species)
• Relationships (network)
• Performance (health)
• Dynamics (evolution)
• Strategy and behavior of
actors (role)
Through the ECOSYSTEM analysis, we can

{ }
understand who the constituents of
the business are and where they can find
value individually
&
together as a whole.

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ECOSYSTEM
=
ELEMENTS
+
RELATIONSHIPS
+
EVOLUTION
KEY ELEMENTS OF SUCCESSFUL
ECOSYSTEMS

Answering Customer Needs


+
Win/win Proposal for all actors
=
Successful & healthy ECOSYSTEM
BBC iPlayer
TheVirtuous
Circle
Text

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email: nathalie.magniez@bloobble.com
phone: +33 (0)6 89 12 10 60

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A new generation of media consumers
has risen, demanding content delivered
when they want it, how they want it and
very much as they want it.
- Rupert Murdoch

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£ £

Audience

Wii Windows Mac Linux

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All Stakeholders “win”
Consumers want and get a wide choice of
services, “tailor made” for the best TV experience,
free use of service, available on many platforms.

Virgin media want and get additional content and


services free for its cable audience

BBC is increasing its audience reach.


Iplayer:
2nd video web
site in the UK
Growth of the BBC iPlayer - 2008 41m Virgin Media:
35.1m
1,324,000
+100 million programs
Total stream/download requests 1,170,000 viewed in one year
30.6m
Daily stream/download requests 987,000

21.8m 22.8m
21m 21.2m
700,000 20.4m 759,000
699,000 20.3m 684,000
680,000
17.2m 653,000
556 000
556,000
14m
11.2m 482,000
361,000

Jan 08 Feb 08 Mar 08 Apr 08 May 08 Jun 08 Jul 08 Aug 08 Sep 08 Oct 08 Nov 08 Dec 08

Source: Hybrid Broadcast Broadband in the UK Project Canvas by Jeff Hunter (26/03/2009)
http://www.bloobble.com/broadband-presentations/presentations?itemid=2398

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Apple’s
Profit
Machine
The Power of Ecosystem
Case Study Text

web: www.nathaliemagniez.com
email: nathalie.magniez@bloobble.com
phone: +33 (0)6 89 12 10 60

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January
9th, 2007
A A A
wide-screen revolutionary breakthrough
iPod mobile phone Internet communications
device
"These are not three
separate devices.
We are calling it iPhone."
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Photo: Mark McLaughlin
So What?
This was not just a device !

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A Complete
ECOSYSTEM

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TV
Industry

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MacRonin47
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Where do
I get
content
now?

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70%

TV
Content
Industry

Apple
Store
(.com)

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TV
Industry

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All Stakeholders “win”
TV
Industry
Phone not subsidized
Monopoly (except France)
Higher subscription rate

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TV
Industry
Customer Visibility
Fee based and secure Platform
Clear business model

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TV
Industry
Small Investment
Visibility
Huge potential customer base
Easy Development

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TV
Industry

Visibility
Many compatible products
(ipod, iphone, itouch)
Potential
Volume
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TV
Industry

Large Content Choice


Easily Accessible
Free and Pay (easy to buy)
Transparent synchronization and updates
1 account © nathaliemagniez.com
=

PLATFORM OWNER

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’s Goal :

Make its hardware more attractive

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=
21Mu Sold
35000 apps
1+ billion downloads
Sales +123% YOY

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Thanks to its successful and healthy ecosystem,
Apple is getting multiple revenue streams

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How much iPhones do you think Apple
would have sold without its platform?
STUDY YOUR ECOSYSTEM

AND

BUILD YOUR PLATFORM


KEY ELEMENTS OF SUCCESSFUL
ECOSYSTEMS

Solving Customer Problems


+
Win/win Proposal for all actors
=
Successful & healthy ECOSYSTEM
Platform owner

How can I create a better ecosystem than others?

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Ecosystem Actor

Which platform gives the best long-term business


proposition?

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Some questions
• What are your customer buying from you and
what are they also buying to be able to use your
products?

• What customer’s problem can you solve by


proposing a single entry points for products?

• How can you, your customers and your partners


benefit from such an offer?
Building your
ecosystem
• Customer Profiles

• Your Goal

• Your environment

• Resources

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Two Halves of the Value
Fraction

Value = benefit / price


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