Interactive TV Ecosystems

Interactive
TV
Ecosystems
The Power of Ecosystem
Case Study Text

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

© nathaliemagniez.com

© 2009 by Nathalie Magniez

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nathaliemagniez.com

15 Years+ marketing experience


Business Ecosystems
as a
Competitive Advantage

Customers Differentiation
Loyalty

Multiple Higher
Revenue Audience
Streams

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. }


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.


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

phone: +33 (0)6 89 12 10 60


“
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.


£ £

Audience

Wii Windows Mac Linux


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


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

phone: +33 (0)6 89 12 10 60


A A A
wide-screen revolutionary breakthrough
iPod mobile phone Internet communications
device

"These are not three
separate devices.
We are calling it iPhone."

Photo: Mark McLaughlin

This was not just a device !


A Complete
ECOSYSTEM


TV
Industry


MacRonin47

Where do
I get
content
now?


70%

TV
Content
Industry

Apple
Store
(.com)


TV
Industry
Phone not subsidized
Monopoly (except France)
Higher subscription rate


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


TV
Industry
Small Investment
Visibility
Huge potential customer base
Easy Development


TV
Industry

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

TV
Industry

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

=

PLATFORM OWNER


’s Goal :

Make its hardware more attractive


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


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


How much iPhones do you think Apple
would have sold without its 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?


Ecosystem Actor

Which platform gives the best long-term business
proposition?


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


Two Halves of the Value
Fraction

Value = beneﬁt / price

More about ecosystems
Subscribe to my blog
www.nathaliemagniez.com

or Join the Group on LinkedIn
Next Generation Marketing

Access version of this presentation with audio comments:
http://www.nathaliemagniez.com/ecosystems/the-power-of-ecosystems-presentation-afdesi/

Contact me Conference

Nathalie Magniez
Seminar
Workshop
nathalie.magniez@bloobble.com

+33(0)6 89 12 10 60

@nathaliemagniez (twitter) Consulting

Interactive TV Ecosystems

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