What is an ecosystem? Drawing the precise boundaries of an ecosystem is an impossible and, in any case, academic exercise. A business ecosystem includes Companies to which you outsource business functions, Institutions that provide you with financing, Firms that provide the technology needed to carry out your business, Makers of complementary products that are used in conjunction with our own, Makers of substitute products and services, Competitors and customers, when their actions and feedback affect the development of your own products or processes, Entities like regulatory agencies and media outlets that can have a less immediate, but just as powerful, effect on your business

1. Starcher Group
© Starcher Group LLC For the sole use of client
Business Model Ecosystem Mapping
Bruce Starcher

2. Starcher Group
Drawing the precise boundaries of an ecosystem is an
impossible and, in any case, academic exercise
© Starcher Group LLC For the sole use of client
A business ecosystem includes…
– Companies to which you outsource business functions
– Institutions that provide you with financing
– Firms that provide the technology needed to carry out your business
– Makers of complementary products that are used in conjunction with
our own
– Makers of substitute products and services
– Competitors and customers, when their actions and feedback affect
the development of your own products or processes
– Entities like regulatory agencies and media outlets that can have a
less immediate, but just as powerful, effect on your business
Source: Strategy as ecology, Marco Iansiti, Roy Levien, HBR March 2004

3. Starcher Group
Acquire
Content provider
Scanner
Retail Kiosk
Alternate capture
devices (eg PDA’s,
GameBoys)
Digital Camcorders
© Starcher Group LLC For the sole use of client
Ecosystem Mapping at the Business Model level
Customer Value Gaps
Customers & Experiences
Strategic Control Points
Profit Models
Profit Pools
Value Delivery Systems
Current and potential players
Ecosystem building blocks
Personal
Appliance
Display
Auto Display
Phone Display
InkJet printers
Dock enabled
TV connect
TiVo-Ofoto
connect
Kodak, Fuji, HP,
Nikon, ...
Scanner in
PictureMaker
Kiosk
future:
networked
Partnership w/
Nokia
future: other
mfgs
Traffic
controller
relationship
Phone
Carriers
Retail Digital
Easyshare,
DSCs
AgX
KodakMobile
Many, ...
Retail
Ofoto,
Nokia, Motorola
etc
Comcast, ...
Adobe, MSFT,
HP, Kodak,
Canon, Corel,
Apple, etc
Many ...
Today's player
Qualex
Kodak, HP,
Canon, Sony,
Nikon, Konica,
Fuji, ...
Kodak, Canon,
Nikon, Konica,
Fuji, Pentax, ...
Acquire
to use
Acquire
to use
Acquire
to use
DI retail on-ramp
Acquire
to use
Acquire
to use
Capture
in the
moment
Planned
capture to
share or
preserve
Palm, Sony, ...
Kodak, Sony,
Fuji, Pixel
Magic, ...
Kodak, HP
TiVo, ...
Kodak
HP, Canon
to use
Acquire Digital
Content
Bulk
prints
Individual
prints
Viewed
by few
Bulk
prints
Immediacy-med
output control-med
output
customization-low
Individual
prints
Viewed
by few
Bulk
prints
Individual
prints
Viewed
by few
Bulk
prints
Individual
prints
Viewed
by few
Bulk
prints
Individual
prints
Viewed
by few
Individual
Partner
Non PC
Partner
Non PC
Partner
Non PC
Partner
Non PC
Partner
Cable TV providers
Non PC
Partner
Non PC
Digital Minilab
Retail Kiosk
Home Printer
DSC Dock
Printer
Manage Digital Content Fulfil Digital Content
Manage &
Organize
Add value/
repurpose
Store
Consumer info-imaging strategic
landscape
Screen Media
HP Company Confidential
Acquire
to use
Capture
in the
moment
Planned
capture to
share or
preserve
Bulk
prints
Individual
prints
Viewed
by few
Viewed
by many
Online
Partner
Non PC
PC
Acquire Digital
Content
Manage Digital Content Fulfil Digital Content
Manage &
Organize
Add value/
repurpose
Store
Consumer info-imaging strategic
landscape
Screen Media
HP Company Confidential
Bulk
prints
prints
Viewed
by few
Viewed
by many
Online
PC
Acquire Digital
Content
Manage Digital Content Fulfil Digital Content
Manage &
Organize
Add value/
repurpose
Store
Consumer info-imaging strategic
landscape
Screen Media
HP Company Confidential
Seamless Ecosystem, Customer Relationship
Retail
relationship
Retail
relationship
Traffic
controller
Strat control pt.
DI in-moment
on-ramp
Traffic
controller
Traffic
controller
DI in-moment
on-ramp
DI home on-ramp
IP
Strategic control points
Seamless ecosystem -
keeps customers w/in EK
profit pools
Customer relationship
multiple customer touch
points enables owning
the customer relationship
Traffic controller -
directs customers to EK
profit pools.
DI on ramp - steers
customers onto the EK
ecosystem and
experience
Retail relationship -
steers customers
gracefully off EK
ecosystem and
Capture experience via profit pool.
in the
moment
Planned
capture to
share or
preserve
Viewed
by many
Online
PC
Acquire Digital
Content
Manage Digital Content Fulfil Digital Content
Manage &
Organize
Add value/
repurpose
Store
Consumer info-imaging strategic
landscape
Screen Media
HP Company Confidential
Retail
relationship
Retail
relationship
Scanner in
Picturemaker
kiosk
Partnership
with carriers
DSCs
AgX
Central labs
Partnership
with Noritsu
PictureMaker
kiosks
Dye-sub dock
printer
TiVo-PC
connect
Capture
in the
moment
Planned
capture to
share or
preserve
Viewed
by many
Online
PC
Acquire Digital
Content
Manage Digital Content Fulfil Digital Content
Manage &
Organize
Add value/
repurpose
Store
Consumer info-imaging strategic
landscape
Screen Media
HP Company Confidential
EK profit pool Potential EK profit pool
EoU-large
image quality-large
cost-low
features-med
Customer Value Gap
EoU-large
cost-large
speed-low
features-med
EoU-large
cost-large
speed-large
features-large
EoU-large
Safe memories-large
image enhancements-med
Today’s
customer value
gaps
· EoU
· Speed from
capture to print
· Predictability
· Reliability
· User-control
· Simplicity
· Availability
· Ability to share
· Cost
· Safe memories
EoU-large
cost-low
features-med
EoU-large
cost-low
features-med
Capture
in the
moment
Planned
capture to
share or
preserve
Viewed
by many
Online
PC
Acquire Digital
Content
Manage Digital Content Fulfil Digital Content
Manage &
Organize
Add value/
repurpose
Store
Consumer info-imaging strategic
landscape
Screen Media
HP Company Confidential
Central Labs
Partnership w/
Noritsu for
DMiniLabs
PictureMaker
Kiosks
Dye-Sub
printer
future:
networked,
inkjet printer
TiVo-PC
connect
Dock-enabled
TV connect
future:TiVo-
Ofoto connect
Ofoto, EasyShare, KodakMobile
EK Customer experiences
Capture
in the
moment
Planned
capture to
share or
preserve
Viewed
by many
Online
PC
Acquire Digital
Content
Manage Digital Content Fulfil Digital Content
Manage &
Organize
Add value/
repurpose
Store
Consumer info-imaging strategic
landscape
Screen Media
HP Company Confidential
Source: Competitive Intelligence Kodak 2003 Deep Dive
DI dedicated Online website/ svc
Capture
in the
moment
Planned
capture to
share or
preserve
Viewed
by many
Online
PC
Acquire Digital
Content
Manage Digital Content Fulfill Digital Content
Manage &
Organize
Add value/
Store repurpose Screen Media
Retail Analog
ISPs
Mobile
Portals
DVR service
Retail Kiosk
Camera phones
Digital Cameras
Analog Cameras
Removable
Storage Media
Docks
General-purpose
storage
device
DI-dedicated
storage
appliance
(local) DI Applications (s/w)
Central
Processing Lab
Mobile Printer
Automobile
Printer
CamPhone Dock
Printer
Home PC Display
Home TV Display
key
Installed base
Multi-component
Relative mkt share
Iteratively dive deep into each business model dimension &
align those elements to gain ecosystem insights

4. Starcher Group
Digital Imaging Ecosystem - Business Model
© Starcher Group LLC For the sole use of client
Landscape
Value
Creation
Goal
Games Sample players
Digital
acquisition
Home consumer
fulfillment
Home
professional
fulfillment
Value delivery system
Kiosks
Digital mini labs
Central
Processing
Manage online
(store + share)
Manage PC
Home Services
Online Services
Billions Ecosystem Kodak
HP
Home Print fulfillment Epson, Canon, Fuji,
others
Online management and
fulfillment
Shutterfly, Photoworks,
others
Photofinishing HW +
supplies
Noritsu, Fuji, Sony, HP,
Kodak, others
Component (CCDs, DSPs,
Displays,…)
Sony, Kodak, others
Camera Hardware Nikon, Canon, others
Online Management &
repurposing
Lifeworks, Photobucket,
Online management Flickr, others
Online storage Xdrive, iBackup,
PBase.com, others
PC based management Picasa, Adobe, iMatch,
others
Photo display hardware Ceiva, digiframe,
storybox, Nikon, Sony,
Phillips, Others
Millions Shoebox Digitization Local cottage industry
Note: ecosystem players are relevant across a number of games but listing not duplicated

5. Starcher Group
© Starcher Group LLC For the sole use of client
Mapping Value
• What does this work enable
– Understand company strategies within a broader context
– Identify potential high value business models for consideration
• At the business model level, an ecosystem changes at a modest
pace and thus only needs to be updated occasionally
• Although this work is very time consuming, requires access to
experts across the ecosystem and involves deep secondary
research, the benefits are immense.