Michał KreczmarE-commerce DirectorHypermedia, Dentsu Aegis Network

Jak zarabiać w digitalu czyli XXX modeli biznesowych generujących przychody

Hans-Peter Feldmann$100,000 room, Guggenheim

If you can't understand the new world of digital, fire yourself

George Colony CEO Forrester

understand / beeing digital / native

Business ModelHow all aspects of your business fit, or contribute to sustainable success. How the company creates and delivers value to its customers, the ways in which the company will earn a profit, which key components will be utilized and which key processes the company will incorporate.

Bricks and clicks business modelCollective business modelsCutting out the middleman Direct sales modelDistribution business modelsValue-added reseller Fee in, free outFranchiseSourcing businessFreemium business modelPay what you can (PWYC)Auction business modelAll-in-one business modelChemical Leasing

Low-cost carrier business modelLoyalty business modelsMonopolistic business modelMulti-level marketing business modelNetwork effects business modelOnline auction business modelOnline content business modelOnline media cooperativePremium business modelProfessional open-source modelPyramid scheme business modelRazor and blades business modelServitization of products business modelSubscription business model

Wikipedia

Business Model - digital enablers

Company supplies a substance for a specific service, but retains ownership of the chemical

Lead gen, rezerwacje, bilety

Business Model – digital moving to core

Michael Rappa, North Carolina State University

Disney, Rovio

Apple

People, services, O2O, on demand

Brokerage: Marketplace Exchange, Buy/Sell Fulfillment, Demand Collection System, Auction Broker, Transaction Broker, Distributor, Search Agent, Virtual Marketplace

Advertising: Portal, Classifieds, User Registration, Query-based Paid Placement, Contextual Advertising / Behavioral Marketing, Content-Targeted Advertising, Intromercials, Ultramercials

Infomediary: Advertising Networks, Audience Measurement Services, Incentive Marketing, Metamediary

Merchant: Virtual Merchant, Catalog Merchant, Click and Mortar, Bit Vendor

Manufacturer (Direct): Purchase, Lease, License, Brand Integrated Content

Affiliate: Banner Exchange, Pay-per-click, Revenue Sharing

Community: Open Source, Open Content, Public Broadcasting, Social Networking Services

Subscription: Content Services, Person-to-Person Networking Services, Trust Services, Internet Services Providers

Utility: Metered Usage, Metered Subscriptions

Apple

Snapchat

Nespresso, Amazon DRS

Philips' pay-per-lux

Business Model – loading, loading, loadingLocalized low-cost

On-off experience

Beyond advertising

Markets are conversations

Low-budget innovation

Community-funded

Sustainability-focused

Twisted freemium

Unlimited niches

In-crowd customers

Thesis, Trendwatching

wszystko dla wszystkich wszędzie

Każdy sygnał to transakcja

Millenials

DeerMedia

Free

Hypermarket

Experience

On Demand

Ecosystem

…

Tesla, Disney World

Apple, Google

Rocket Internet have developed a unique skill in taking existing business models and replicates them in a foreign market. Think about cultural, legal, geographic, economic, institutional and other ways in which countries differ. The trick is to know which ones matter for a specific business model and which ones don’t. Some models are very culturally sensitive - fashion and dating, while others are extremely sensitive to legal issues, like Uber and Lyft.

Exequiel Hernandez Wharton University

https://hbr.org/2015/12/what-is-disruptive-innovation

Low-end opportunity? Taxi service providers had overshot the needs of a customers by making cabs too plentiful, too easy to use and too clean.

Target nonconsumers? Existing alternatives expensive or inconvenient that users took public transit or drove themselves instead: launched in San Francisco (well-served taxi market), customers were people already in the habit of hiring rides.

Uber has been increasing total demand - that’s what happens when you develop a better, less-expensive solution to a widespread customer need. Disrupters START by appealing to low-end or unserved consumers and then migrate to the mainstream market.

Uber has gone in exactly the opposite direction: building a position in the mainstream market first and subsequently appealing to historically overlooked segments. Most of the elements of Uber’s strategy seem to be sustaining innovations.

Disruptive innovation& business models

REMIX CULTURE

90% of business model innovations is a recombination of 55 business model patterns

Revenue ModelAspect of the business model - method or process by which you intend of extracting money from the market for value you are providing. System design by which a business monetizes its services. Identifies which revenue source to pursue, what value to offer, how to price the value, and who pays for the value.

Display Ads - Yahoo!Search Ads - GoogleText Ads - GoogleVideo Ads - HuluAudio Ads - PandoraPromoted Content - Twitter, TumblrPaid content links - OutbrainRecruitment Ads - LinkedInLead Generation - MoneySuperMarket, ZocDocAffiliate Fees - Amazon Affiliate ProgramClassifieds - CraiglistFeatured listings - Yelp, Super PagesEmail Ads - Yahoo, MSN, GmailAd Retargeting - Criteo Real-time Intent Ad DeliveryLocation-based offers - FoursquareSponsorships / Site Takeovers - Pandora

Fred Wilson, Union Square Ventures

Advertising

Retailing - ZapposMarketplace - EtsyCrowdsourced Marketplace - ThreadlessExcess Capacity Markets - Uber, AirBnBVertically Integrated Commerce - Warby ParkerAggregator - Lastminute.comFlash Sales - Gilt Groupe, Vente PriveeGroup buying - GrouponDigital goods / downloads - iTunesVirtual goods - ZyngaTraining – CourseraPay what you want - RadioheadCommission - SharesPostCommission per order - Seamless, GrubHubAuction - eBayReverse Auction - PricelineBarter for services - SwapRight

Fred Wilson, Union Square Ventures

Commerce

Fullfilment - AmazonBank Transfer - DwollaAcquiring Processing - PaymentechPayment Gateways: Mobile - BraintreeMerchant Acquiring - PayPal (Online / Offline), Stripe (Online), Square (Offline)Intermediary - IP Commerce (POS 2.0), CardSpringBank Depository Offering - Simple, Movenbank (spread on average deposits)Bank Card Issuance - Simple (interchange fee per transaction)Messaging - Peer-to-Peer SMS, IM, Group MessagingTelephony - termination/origination in public telephony networks (skype out/in)Telephony - termination/origination within private telephony cloud (native skype)Platform Monetization ("Tax") - Facebook Credits; iO6 30% cut Fred Wilson, Union Square Ventures

Transaction processing

Peer-to-Peer Lending - Lending ClubPeer-to-Peer Gambling - BetFairPeer-to-peer buying - EtsyPeer-to-peer insurance/home/car - ??Peer-to-peer computing - SetiPeer-to-peer service - Mechanical Turk, TaskRabbitPeer-to-peer Mobile WiFi/Tethering - ??

Software as a Service (SAAS) - SalesforceService as a Service - ShopifyContent as a Service - Spotify, NetflixInfrastructure/Platform As A Service - AWSFreemium SAAS - DropboxDonations - WikipediaSampling - BirchboxMembership Services - Amazon PrimeSupport and Maintenance - 10gen, Red HatPaywall - NYTimesVoice and video-conferencing - Uberconference

Fred Wilson, Union Square Ventures

Subscription Peer to peer

Per Seat License - SenchaPer Device/Server License - QlikViewPer Application instance - Adobe PhotoshopPer Site License - Private cloud on internal inf.Patent Licensing - QualcommBrand Licensing - Sesame StreetIndirect Licensing - Apple Volume Purchasing

Fred Wilson, Union Square Ventures

Licensing DataUser data - BlueKaiBusiness data - DuedilUser intelligence - YougovSearch Data - ChangoReal-time Consumer Intent Data - YieldbotBenchmarking services - ComscoreMarket research - GLG

Paid App Downloads - WhatsAppIn-app purchases - Zynga PokerIn-app subscriptions - NY Times appAdvertising - Flurry, AdMobDigital-to-physical - Red Stamp, PostagramTransactions – Hailo

Fred Wilson, Union Square Ventures

Mobile GamingFreemium - Free to play w/ virtual currency - ZyngaSubscription - World of WarcraftPremium - xBox gamesDLC - (Downloadable Content) - Call of DutyAd Supported - addictinggames.co

55 business model patterns *90 revenue generation models-----------------------------------------= 4950 *10%= ~500

Monkey hitting keys at random on a typewriter keybord for an infinite amount of time will almost surely type a given text, such as the complete works of William Shakespeare.

Infinite monkey theorem

In today’s climate, it’s best to assume that most business models, even successful ones, will have a short lifespan.

Alex Osterwalder, Business Model Canvas

Michał Kreczmar E-commerce DirectorHypermedia, Dentsu Aegis Network

M.Kreczmar@hypermedia.plfacebook.com/kreczpl.linkedin.com/in/michalkreczmarslideshare.net/krecz

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