evolution and digital design business models
TRANSCRIPT
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The rise of disruptive digital business models.
Darwinism goes digital – how will businesses adapt or die?
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I am a designernota business man
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33%
33%
33%
For a designer business models used to be simple
development
manufacture
retail
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Gillette - handle & razor bladeHP - printer & cartridgesVodafone - phone & airtimeAdobe - reader & Indesign etc.
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Embodiment of ownershipaccess to entertainment, personal media and communication
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The internet has enabled radically new (disruptive) b-modelseBayAmazonGoogle AdsenseAirbnb
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Demise of products we ownExplosion of services we use
SpotifyStreetcar / Zipcar Ecomodo
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Shifting value perceptionsTowards seamless accessibility and habitual choice
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What is more valuable?access vs ownershipmanaging value perceptions and creating mental models
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What is more valuable?access vs ownership
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What is more valuable?access vs ownership
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http://arstechnica.com/microsoft/news/2009/05/microsofts-next-apple-price-attack-zune-pass-vs-itunes.ars
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Shifting value expectationsThe face of free
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Customer perception of value
own use
how much can one own and consume ?
pay per use
subscribe
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The perceived value of free
App usage patternsThe rise of disruptive digital business models & © digital wellbeing labs 2012
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Technology convergence affords ever new interactions between context, content and social relationships consequently value perceptions are in perpetual flux.
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Consumer behaviour continuous to change BandwidthAccessibilityTrustCustomisation
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Business models driven by the internet and reacting to this flux seem to follow evolutionary tendencies.
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usefulusabledelightful
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usefulusabledelightfulviable
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usefulusabledelightfulviableNow the business model is an integral requirement that shapes digital design.
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Ticket and seat reservation for Grunsteidl Alexander
Train Depart Arrive Class Coach Seat
CIV 0019EIL
05/09 18h50 9157 ANY DUTCH STATION LONDON ST-PANCRAS 20h03 05/09 Standard 5 74
Check in at least 30 min before departure timeNon echangeable/non remboursable
You are booked in a seatCarriers 0019
PNR / TWEGGM
GBP **94.50
BV ND02AD 159592563955 BVARAEUROSTAR STD NON FLEXI ANY DUTCH STATION / 01ADULT
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Additional information Booking references
HOLD THIS BAR CODE FIRMLY AGAINST THEREADER ON THE TICKET GATE
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Business Model integrationacross all customer engagements
online sales pdf (paper) ticket
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New UX design tools ?business model canvas
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www.businessmodelgeneration.com
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Ecology Technology evolution
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Ecology
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Ecology
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Geography of Social Networks
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Network Economy
Value is added through social networks operating on large scales.
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Changing business modelssocieties & economies
huntergatherer
agrarian industrial information
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Emergent species requires a new ecology to operate in
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What does this map show?
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Coffee selling shops in London
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Coffee selling shops in London
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New business models driven by the internet
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Bike repair + cafeBookstore + cafeBookstore + restaurantFashion + barLaundry + cafeBank + design shopBank + work loungeBarber + nail studio + money transferInternet + cafe
Business opportunitiesthrough cross-breeding
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Introduction : What is evolution ?
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EvolutionThe process of change over generations.
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EvolutionThe diversity of models evolves by means of mutations, genetic drift and selection.
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Selection1_hereditary materials, genes2_produce more offspring than the environment can support.3_variations among offspring through mutations or reproduction
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Selection1_design patterns2_rapid growth
3_unexpected use cases and mergers
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A brief history of business models on the internet not necessarily affected by evolutionary forces.
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Period β experiments and visions
1979 book Future Cities: Homes and Living into the 21st Century
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Period β experiments and visions
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Period β experiments and visions
Apple NewtonThe rise of disruptive digital business models & © digital wellbeing labs 2012
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Period 1emulate existing business models but apply to new infrastructure._the World Wide Web_Brochureware
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Period 1
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Web 1.0 vs CD-romWhen business models didn’t transfer.
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Period 1.com crash equivalent to a meteorite
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Period 2realisation of the networkemergence of social media.
_The semantic web
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abc
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Period 2realisation of the evolutionary nature, similar to the cambrian explosion
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Evolution is driven by death
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Period 2
Disappearing geographical borders, shrinking distances, instant communication lead to competition on a global scale.
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Period 3Seamless, continuous, integrated, fully mediated
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abc
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Period 3
NIN Nine Inch Nails
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Period 3
NIN Nine Inch Nails
TapTaprevenge
Free $ 5.00
music + game
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Period 3
NIN Nine Inch Nails
NIN access app
Free
music + social network
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Business models : Oh no ... not today
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Evolving business modelsBrokerage : charges a fee or commission for each transaction it enables.
Marketplace ExchangeBuy / Sell FullfillmentDemand collection system (priceline)Auction Broker Transaction Broker - 3rd party payment fullfilment - PaypallDistributorSearch AgentVirtual Market Place - hosting services at a price
Advertising: The advertising model works best when the volume of viewer traffic is large or highly specialised. PortalClassifiedsUse RegistrationQuery-based Paid Placement -, automate what you see, when.Contextual Advertising / Behavioral Marketing Content-Targeted Advertising - Googe adsenseIntromercials Ultramercials
Infomediary: analytical data of consumption or navigation habits and patternsAdvertising NetworksAudience Measurement ServicesIncentive Marketing - loyaltyMetamediary
Merchant model : curatorVirtual Merchant - e-Tailer online only eg amazonCatalog MerchantClick and Mortar (barns & Noble)Bit Vendor
Manufacturer (Direct) a company that creates a product or service to reach buyers directly and thereby compress the distribution channel.Purchase -- the sale of a product in which the right of ownership is transferred to the buyer.LeaseLicenseBrand Integrated Content
Affiliate : passing trafficBanner ExchangePay-per-clickRevenue Sharing (iTunes click thru)
Community : shared resourcesOpen Source - Instead of licensing code for a fee, open source relies on revenue generated from related services like systems integration, product support, tutorials and user documentation.Open Content - wikipediaPublic Broadcasting - user-supported model used by not-for-profit through voluntary donations. Social Networking Services - Social networking services can provide opportunities for contextual advertising and subscriptions for premium services. (FLickr, Friendsetr, Flickr)
SubscriptionUsers are charged a periodic -- daily, monthly or annual -- fee to subscribe to a service. It is not uncommon for sites to combine free content with "premium"Content Services : - NetflixPerson-to-Person Networking ServicesTrust Services : Internet Services Providers : AOL
Utility : pay as you go "on-demand" model is based on metering usage, or a "pay as you go" approach. Unlike subscriber services, metered services are based on actual usage rates. ISPsMetered Usage : Metered Subscriptions : slashdot
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Evolving business modelsdesigning customer engagementFrequency - repeat useDuration - dwell-time
creating a context of use to drive towards embedded b-models
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Darwinism : Is it all about the survival of the fittest? Are there successful niche opportunities?
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NichesOne Million Dollar page
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NichesI am rich AppValue?
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NichesRed Paperclip - 14 barters
http://oneredpaperclip.blogspot.com/
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NichesRed Paperclip - 14 barters
One red paper clipNovelty pen
Ceramic doorknobCamping stove 1,000-watt generator Beer keg with neon sign Snowmobile
Trip to Yakh A large van One recording contract One year rent-free in Phoenix Afternoon with Alice Cooper Kiss Snow globe Hollywood movie role House in Kipling
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Game ChangersSquare,small transaction processing services
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Game Changerswww.khanacademy.org
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Darwinism : In a connected world ... When ecologies are merged ...
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http://images3.realestate.co.nz/edi/genilnk001/photos/L11008-1.jpg
ecology
When foreign species are introduced in formerly closed ecologies, soon a dominant species will outcompete the native species. On a global scale this leads to fewer species, although ultimately from perspective of evolution this competition will determine the best suited solution.
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Dying species
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Network effect instantly distributes, recycles and accelerates ideas.No originality, reusing patterns
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Each ecological niche affords optimised solutionAcceleration to optimised solutions.
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Each ecological niche affords optimised solutionSolutions are homologue
Troodon & DinosauroidThe rise of disruptive digital business models & © digital wellbeing labs 2012
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Are we still evolving at the same speed?
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1920 1930 1940 1960 1970 1980 1990 20001950
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Are we in a period of optimisation & stagnation?A picture of you now, and compared to styles 15 years back will not show many differences.
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Are we in a period of optimisation & stagnation?Acceleration of evolution of ideas leads to converging solutions and stagnation of progress.Speed of development has slowed and will only be perceivable at an evolutionary pace in the long term future.
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We seem to have gained more choicesWith increasingly less variety
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Network effect instantly distributes, recycles and accelerates ideas.No originality, reusing patternsShould we become ignorant again?
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Evolution is inherently non-deterministicthree questions
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three questions_What b-models are about to emerge?
_How can products and services be designed to become more adaptive to evolutionary forces ?
_Will evolutionary business models kill the designer?
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Thank You!Alexander Grünsteidl
alexander @ method.comwww.method.com www.digitalwellbeinglabs.com
The rise of disruptive digital business models & © digital wellbeing labs 2012