design approach analysis design evaluation business model business model analysis it architecture...

DESIGN APPROACH• analysis• design• evaluation

BUSINESS MODEL• Business model analysis• IT architecture design• Alignment evaluation

INNOVATION

Business model > SIKS Amsterdam > May 30, 2006

A design approach for business model innovation and IT alignment

Alexander OsterwalderYves Pigneur

BFSH1 - 1015 Lausanne - Switzerland - Tel. +41 21 692.3416 - [email protected] - http://www.hec.unil.ch/yp

Université de LausanneEcole des Hautes Etudes Commerciales (HEC)

Table of content

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Université de Lausanne

© 2006 Osterwalder & Pigneur

Agenda

1. Design approach– Business task (and IT service)

– Business process (and IT workflow)

– Business model (and IT architecture)

2. Business model– Business model analysis

• Product and value proposition• Customer relationship and distribution channel• Operations management and value chain

– IT architecture design

– Business/IT alignment evaluation

3. Innovation

DESIGN APPROACH | BUSINESS MODEL | INNOVATION

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Hypotheses

1. Requirement engineering is not independent from design– but part of the “design loop”: requirement analysis, IT solution design, prototype &

evaluation

2. Goal-based requirement engineering is not appropriate for expressing business needs– but business model-based requirement engineering seems to be adequate

3. Innovation does not come from (goal-based) requirement engineering– but from business model and design

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DESIGN APPROACH

Requirement

Analysis

DesignValidation

TECHNIQUES:

observationsexplorationinterviewssurveysstatisticshypothesisesroot cause analysisproblem framing

TECHNIQUES:

testsbetastrials

analyticssimulationsdiagnostics

TECHNIQUES:

brainstormingideationexperimentsscenariosmodelsprototypes


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Design approach > services, process & business model

BUSINESSMODEL

ENTERPRISEMODEL

IT/ISMODEL

THE ALIGNED

COMPANY

Information OBJECTSERVICEUser (interface)

Organization GOALPROCESS

Team (coordination)

VALUE propositionVALUE CHAIN

Customer (relationship)

ANY COMPANY IS COMPOSED OF:• a business logic• business structures & rules• business support systems

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Design approach > a cross-cutting discipline

Service Process Business Model

Analysis user goal and task goal and process business model

Design application/service workflow IT architecture

Evaluation/Validation utility/usability efficiency profitability/fit

Requirement

Analysis

DesignValidation

BUSINESSMODEL

ENTERPRISEMODEL

IT/ISMODEL

THE ALIGNED

COMPANY

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Design approach > BUSINESS TASK AND IT SERVICE

BUSINESSMODEL

ENTERPRISEMODEL

IT/ISMODEL

THE ALIGNED

COMPANY


1

IS MODEL Viewpoint:SOFTWARE ENGINEERING

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Design approach > service > design loop

Requirement

Analysis

DesignValidation

GOALTASK analysis

USABILITY

PROTOTYPE

TransactionDecision (& cognition)Interaction

TECHNIQUES:

Scenario-based designPattern-basedConceptual modeling

Action

Information

Interaction

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[Rolland, 2003] [Yu, 1994] [Paternò, 2002]

Design approach > service > requirement analysis

• Goal-based requirement engineering

• Task analysis

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Design approach > service > IT solution design

• Action design– Focus on functionality

• Information design– Information provided to the users by the systems

• Interaction design– Details of user action and feedback

http://guir.berkeley.edu/projects/denim

Scenario use case hand sketch …

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Design approach > service > prototype

• Lo-fi prototype Hi-fi prototype

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x

Design approach > service > usability evaluation

• Usability testing with user model-based > service quality

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Design approach > service and process alignment

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Design approach > BUSINESS PROCESS (AND IT WORKFLOW)

BUSINESSMODEL

ENTERPRISEMODEL

IT/ISMODEL

THE ALIGNED

COMPANY


1


Team (coordination)2

ENTERPRISE MODELViewpoint:BUSINESS PROCESS (RE-) ENGINEERING

> State of the art in requirement engineering > Strategic fit weakly addressed

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Design approach > process > design loop

Requirement

Analysis

DesignValidation

BUSINESS PROCESS analysis

EFFICIENCY

simulation

OrganizationCoordinationIntegration

TECHNIQUES:

Use case and scenarioBest practice (pattern-based)Conceptual model

Activities

Resource

Control

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BUSINESS MODEL AND IT ARCHITECTURE

BUSINESSMODEL

ENTERPRISEMODEL

IT/ISMODEL

THE ALIGNED

COMPANY


1


Team (coordination)


Customer (relationship)3

2

BUSINESS MODEL Viewpoint:e-BUSINESS DEVELOPMENT


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Business model > definition

• A model of the business of a company, aggregating …– the value a company offers to one or several segments of customers, and

– the architecture of the firm and its network of partners

– for creating, marketing and delivering this value and relationship capital,

– in order to generate profitable and sustainable revenue streams

1. Business model analysis– Product and value proposition

– Customer relationship and distribution channel

– Operations management and value chain

2. IT architecture design

3. Business/IT alignment evaluation

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Business model > design loop

Requirement

Analysis

DesignValidation

BUSINESS MODEL analysis

ALIGNMENT/FIT

Cost/benefit

StrategyInnovationIS Planning

TECHNIQUES:

Reference modelBuilding blocksConceptual model

Application portfolio

Measures

IT infrastructure

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Business model > ontology > 9 questions

Core capability

Value configuration

Partnership

Customer segment

Relationship

Distribution channel

VALUE proposition

Revenue

Cost

HOW?

WHAT?

HOW MUCH?How do we operate and deliver?

How do we collaborate?

What are our key competencies? What are our revenues? Our pricing?

What are our costs?

Who are our customers?

How do we reach them?

How do we get and keep them?

WHO?

What do we offer to our customers?

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Value proposition1

Core capability

Value configuration

Partnership

Customer segment

Relationship


VALUE PROPOSITION

Revenue

Cost

HOW?

WHAT?




What are our costs?




WHO?


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Value proposition

What do we offer?

refined by

• Description• Reasoning (use, risk, effort)

• Life cycle (creation, appropriation, use, renewal, transfer)

• Value level (me-too, innovation/imitation, innovation)

• Price level (free, economy, market, high-end)

• Category (barter, sale, market, buy)

Valueproposition

Customer segmentCore capabilitiesrequires targets

1

DEFINITION

A VALUE PROPOSITION is an overall view of a firm’s bundle of offerings, products and services,that together represent a benefit or a value for its customers …

refers to [Kambill et al., 1996] …

SCHEMA

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Value proposition > example

Value Proposition

Event tickets (& access)

Distribution channel reach

(Integrated) B2B solutions

POS affiliation (Easy Outlet)

B2C offer

B2B offers

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Customer segment2

Core capability

Value configuration

Partnership

CUSTOMER SEGMENT

Relationship


Value proposition

Revenue

Cost

HOW?

WHAT?




What are our costs?

WHO?





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Customer segment


refined by

Customersegment

Value proposition

• Description• Reasoning (segment, community, …)• CRITERION• Category

targeted by

2

DEFINITION

Categorizations of the population into social class or psychologically defined groups

SCHEMA

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Customer segment > example

Value Proposition Target Customer

Individual event visitors

Events & Organizers

Venues




POS affiliation (Easy Outlet) POS Partners

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Distribution channel3

Core capability

Value configuration

Partnership

Relationship

DISTRIBUTION CHANNEL

Value proposition

Revenue

Cost

HOW?

WHAT?




What are our costs?

WHO?





Customer segment

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How do we reach our customers? Feel and serve them?

precedes

Distributionlink

Distributionchannel

Customer segmentValue proposition

by

delivers serves

Actor

refined byis a

• Description• Reasoning• Customer buying cycle (awareness, evaluation, purchase, after sale) • Category (network, internet, call center, …)

3

DEFINITION

a set of links or a network via which a firm “goes to market” and delivers its value proposition

SCHEMA

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Distribution Channels

Value Proposition Distribution Channel Target Customer

Ticketcorner POS network

Affiliate POS network

Ticketcorner Website

ATMs

B2B salesforce


Events & Organizers

Venues




POS affiliation (Easy Outlet) POS Partners

Call Center

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Value proposition > strategy canvas

[Kim & Mauborgne, 2005]

• A way to visualize the strategic profile• Based on the factors that affect competition among industry players• Showing the strategic profile of current and potential competitors, identifying

which factors they invest in strategically

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Value proposition > Strategy canvas > B2C customer (offline)


Ticketcorner POS network

Affiliate POS network

Ticketcorner Website

ATMs Individual event visitorsEvent tickets (& access)

Call Center

Strategy Canvas Offline Ticketing

0

1

2

3

4

5

ticket resellingfidelity programticket & packages

cost/priceexclusivity

specific ticket localizationseat exact reservation

call center

paperless ticketingproximity of POS

number of events (+ scope)

payment methods

Value Attributes

Value Level

Ticketcorner

CTS Eventim

Venues, Clubs, etc.

Ticket Online

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Value proposition > Strategy canvas > B2C customer (online)


Ticketcorner Website Individual event visitorsEvent tickets (& access)

Strategy Canvas Online Ticketing

012345

ticket resellingfidelity programticket & packages

cost/priceexclusivity

specific ticket localization

searchability

personalized info serviceseat exact reservationpersonal account mgmt

home ticketing (print@...

several languages

call center

paperless ticketing

number of events (+ s...

payment methodsinternational events

Value Attributes

Value Level

ticketcorner.com eventim.de / getgo.de

Venues, Clubs, etc. Ticketonline.ch /.de

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Core capabilities (resources)5

CAPABILITY

Value configuration

Partnership

Customer relationship


Value proposition

Revenue

Cost

HOW?

WHAT?




What are our costs?

WHO?




Customer segment


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Value configuration6

capability

VALUE CONFIGURATION

Partnership



Value proposition

Revenue

Cost

HOW?

WHAT?




What are our costs?

WHO?




Customer segment


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Value configuration (and resources)

Network promotion and contract management

Service provisioning Infrastructure operation

activities

• Mainstream marketing• POS acquisition & development• Event, Venue acquisition

• Selling tickets• Printing tickets• Delivering tickets

• POS network maintenance• Platform (TicketSoft) operation, development & maintenance• Website maintenance• Operating call center• Installing solutions

resources

• Newsletter• Recommendation system

• Printing infrastructure• Delivery logistics

• Own POS network• Partner POS network• Web platform• TicketSoft• Call center

consists of activities (& resources) associated with inviting potential customers to join the network, selection of customers that are allowed to join and the initialization, management, and termination of contracts governing service provisioning and charging.

consists of activities (& resources) associated with establishing, maintaining, and terminating links between customers and billing for value received. The links can be synchronous as in telephone service, or asynchronous as in electronic mail service or banking.

consists of activities (& resources) associated with maintaining and running a physical and information infrastructure. The activities keep the network in an alert status, ready to service customer requests.

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Partnership agreement7

capability

Value chain

PARTNERSHIP



Value proposition

Revenue

Cost

HOW?

WHAT?




What are our costs?

WHO?




Customer segment


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Value configuration with partners > e3value model

[Gordijn, 2002]

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Revenue stream

capability

Value chain

Partnership



Value proposition

REVENUE

Cost

HOW?

WHAT?




What are our costs?

WHO?




Customer segment


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Revenue Model

Revenue ModelValue Proposition Target Customer


Events & Organizers

Venues




POS affiliation (Easy Outlet)

Revenue cut on tickets sold

Fee B2B platform usage

Fee general contractor service

Advertising online & print

POS Partners

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Business model ontology > model

Channel CustomerPropositionConfigurationCapability

LinkActivity

Cost Revenue

Partnership RelationshipActor

Needsrequires

Profit

HOW?

WHAT?

HOW MUCH?

WHO?

Resource

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Ticketcorner Business Model > bird eyes view

Value networkAcquire events & venues

Acquire/develop POSImprove visibility

Maintain & develop platform

Event tickets(sports/culture)

Distribution channel reach(for events)

(Integrated) B2B solutions(e.g. TicketSoft, Access)

POS affiliation(e.g. chains, small stores)

Ticketcorner POS networkCall Center

Affiliate POS networkTicketcorner Website

ATMs B2B salesforce

Call Center

Increase reachIncrease visibility

Develop coverage (e.g. of events & venues)Provide payment securityOffer seamless ticketing

Individual event visitors(CH, D, AT, I)

Events & Organizers(Sports, Concerts, etc.)

Venues(Hallenstadion, Arenas, etc.)

POS partners(e.g. chains & stores)

POS network maintenanceDevelop & maintain platform (TicketSoft)

MarketingPOS & event acquisition

Develop & maintain website

Revenue cut of each ticket soldB2B platform usage

General contractor servicesAdvertising online & print

(website banner, text in webmember-newsmail, offline Ticketnews Event Booklet)

Kudelski (SkiData)Postfinance

POS partners

Personalized websitePersonalized info update(Webmember-Newsmail)Event booklet Ticketnews

(CH only)


Customer RelationshipPartner Network

Value ConfigurationCore Capability

Cost Structure Revenue Model

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Business model > design loop > IT architecture design

Requirement

Analysis

DESIGNValidation


ALIGNMENT

Cost/benefit


TECHNIQUES:

reference modelBuilding blocksConceptual model

IT ARCHITECTURE


Measures

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Business model > design loop > IT architecture > application portfolio

[Ward, 2002]

STRATEGIC

Applicationsthat are criticalto sustaining future

KEY OPERATIONAL

Applicationsthat are essentialfor success

HIGH POTENTIAL

Applicationsthat may be importantIn achieving the future

SUPPORT

Applicationsthat are valuablefor success

High STRATEGIC IMPACT OF IT low

Hig

h

I

MP

OR

TA

NC

E O

F I

T A

PP

LIC

AT

ION

S

low

EMERGING

GROWTH

DECLINE

MATURITY

12

43

McFarlan

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Multi-goalsProcessesAgents - Architecture & standardsIT research & developmentIT educationValue propositionTarget customersDistribution channelsCustomer relationshipCapabilitiesActivitiesPartnershipsRevenuesCosts

BUSINESSMODEL

Impact of existing IS

STRATEGIC POTENTIAL

OPERATIONAL SUPPORT

futu

re

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Impact of existing IS

STRATEGIC POTENTIAL

OPERATIONAL SUPPORT

Activities Strategic Key Operational Support High Potential Contracting musicians Database, Office Contracting sponsors Ticketing Website

(NAGRA s ystem) Reservation System Accounting

Promotion Website Mailing Database, Office

CMS

Concerts (NAGRA System) Production F&B (NAGRA System) Paycenter Accounting, Office Commerce (NAGRA System) Paycenter Accounting, Office Merchandising (NAGRA Syst em) Paycenter Accounting, Office Website Selling recordings Concert Database Accounting, Office Website

(Music downloading) manage MJF infrastructure Production Production JAZZ currency & CASH Paycenter & Views Accounting, Office Volunteer m anagement (NAGRA system) Volunteer Database Volunteer Database,

Office

futu

re

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Business model > design loop > IT architecture > infrastructure

[Weil and Vitale, 2002]

Application infrastructure

Communication

Data management

IT management

Security

Architecture & standards

IT research & development

IT education

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BUSINESSMODEL


Communication

Data management

IT management

Security



IT education

[Weil and Vitale, 2002]

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Communication

Data management

IT management

Security



IT education

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Business model > design loop > IT architecture > balanced scorecard

[Norton and Kaplan, 1992]

Customerperspective

Customerperspective

Innovationperspective

Innovationperspective

Financialperspective

Financialperspective

Processperspective

Processperspective

How do the customers perceive us?

In which process do we have to prove excellence?

How to improve our services and our quality?

How do shareholder perceive us?

CUSTOMER

Goals Measures

& initiatives

INNOVATION

Goals Measures

& initiatives

FINANCE

Goals Measures

& initiatives

PROCESSES

Goals Measures

& initiatives

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Business model > design loop > IT architecture > balanced scorecardBusiness model > design loop > IT architecture > application portfolio


BUSINESSMODEL

CUSTOMER

INNOVATION

FINANCE

PROCESSES

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Business model > design loop > IT architecture > balanced scorecard

INNOVATION

CUSTOMERS

INFRASTRUCTURE

FINANCE

CUSTOMER

INNOVATION

FINANCE

PROCESSES

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Business model > design loop > alignment

Requirement

Analysis

DesignVALIDATION


ALIGNMENT

Cost/benefit


TECHNIQUES:

business model descriptionBuilding blocksConceptual model


Measures

IT infrastructure

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Business model > design loop > business/IT alignment

BUSINESSstrategy

ITstrategy

BUSINESS IT

strategy

infrastructureIS

infrastructureORGANIZATION

infrastructure

IT SERVICE

IT ARCHITECTUREAPPLICATION PORTFOLIOPERFORMANCE INDICATORS

BUSINESS PROCESS

BUSINESS MODEL

[Henderson and Venkatraman, 1993]

Functionintegration

Strategicfit

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Business model > design loop > business/IT alignment

BUSINESSMODEL

ENTERPRISEMODEL

IT/ISMODEL

THE ALIGNED

COMPANY



Team (coordination)


Customer (relationship)

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GoalsTasksUsers - Architecture & standardsIT research & developmentIT educationValue propositionTarget customersDistribution channelsCustomer relationshipCapabilitiesActivitiesPartnershipsRevenuesCosts

Business model > design loop > alignment with processes and services


SERVICESPROCESSES

QuickTime™ et undécompresseur TIFF (LZW)

sont requis pour visionner cette image.

BUSINESSMODEL

Goal-based

ENTERPRISEMODEL

IT/ISMODEL

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Business model innovation

• Innovating in one or several of the business model components and as combining them in new and innovative ways

• Managers and executives had a whole new range of ways to design their businesses, which resulted in innovative and competing business models in the same industries.

• Before it used to be sufficient to say in what industry you where for somebody to understand what your company was doing because all players had the same business model.

• Today it is not sufficient anymore to choose a lucrative industry, but you must design a competitive business model.

• In addition increased competition and rapid copying of successful business models forces all the players to continuously innovate their business model to gain and sustain a competitive edge.


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Business model innovation > typology

• Supply-driven innovation– New way of doing/supplying or new technology

• Demand-driven– New or changing customer needs

• Similar business model– Same value proposition

• Extended business model– Adding new things

• New business model– New rules of the game …

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Business model innovation > examples

1. Value proposition

2. Target customer segment

3. Distribution channel

4. Customer relationship

5. Core capabilities

6. Value configuration

7. Partnership agreement

8. Revenue streams

9. Cost structure

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Business model innovation > environmental pressures

BUSINESSMODEL

ENTERPRISEMODEL

IT/ISMODEL

THE ALIGNED

COMPANY

COMPETITIVE FORCES

TECHNOLOGICAL CHANGE

CUSTOMER DEMAND

SOCIAL ENVIRONMENT

LEGAL ENVIRONMENT

disruptionmarket sharenew products

disruptionenablementefficiency

needsnew markets

intellectual propertyWTOantitrust

stakeholersenvironmental values

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Business model innovation > environment assessment > model

ACTORS

Ticketing Operators

Distribution Channel Actors

Ticketing Software Platforms

Events

Venues

Event Organizers

Artists

Clubs

Access Systems & Devices

Billing & Payment

Card Owners

Value Added Actors

Regulator

New Actors

MARKET

Individuals

Fans

Corporate Groups

Distribution Channel Actors

Events

Venues

Event Organizers

Artists

Clubs

Card Owners

Value Added Actors

New Actors

VALUE PROPOSITIONS

POS for tickets Frequentation

Distribution Channel Network

Advertising Space

Ticketing Software Platform

Access Cards

Access Systems Event Packages

Integrated Solutions (T&A)

Event Management

Corporate Group Events Database Marketing

ISSUES

New Channels Paperless Ticketing

Margins Ticketing Outsourcing

Software Innovation Market Consolidation

Exclusivity Black Markets

Technology Innovation Service Bundling

Privacy

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Next > wikibook “Business model design and innovation”

http://www.businessmodeldesign.com/wiki

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Questions …

http://www.hec.unil.ch/yp/GTI/SLIDES/amsterdam06.ppt


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