BUSINESSMODELLEN
VOOR DIGITALE MEDIA
Prof. dr. Tom Evens
2021-2022
UGENT
Annelies Van Walleghem
0
,Inhoud
1 Algemene introductie..........................................................................................................................1
1.1 Media? Innovatie? businessmodel?..............................................................................................1
1.2 ‘VUCA’ is the new normal.............................................................................................................1
1.3 Disruptieve spelers en ‘The perfect storm’...................................................................................1
1.4 ‘VUCA’ is the solution...................................................................................................................2
1.5 Media in tegenaanval? (waardepropositie)..................................................................................3
1.6 Hoe Kunnen organisaties zich Aanpassen? (MARCH, 1991)..........................................................3
1.7 Adaptive Cycle (Miles & Snow, 2003)...........................................................................................4
1.8 Productinnovatie loont minder.....................................................................................................4
1.9 Tijdperk van het businessmodel...................................................................................................5
1.9.1 Media in digitale transformatie?...........................................................................................5
1.9.2 Innovatie van het businessmodel..........................................................................................6
1.9.3 Media = Kanarie in de koolmijn?...........................................................................................6
2 Creatieve destructie in media- & techmarkten....................................................................................6
2.1 Industrie in continue verandering.................................................................................................6
2.1.1 Innovatiecycli: the sixth wave................................................................................................6
2.1.2 Innovatiecycli: 4e industriële revolutie...................................................................................7
2.2 Creatieve destructie in de praktijk................................................................................................7
2.3 “Software is eating the world”......................................................................................................8
2.3.1 Why Software is eating the world (Marc Andreessen)...........................................................8
2.4 “AI is going to eat software”.........................................................................................................9
2.5 Creatieve destructie in de praktijk................................................................................................9
2.6 Wanneer komt uw disrupter?.......................................................................................................9
2.7 tektonische platen in media & tech............................................................................................10
2.7.1 Combo Fysiek + digitaal = phygital.......................................................................................10
2.7.2 Platformkolonialisme...........................................................................................................10
2.7.3 Geografische balans kantelt.................................................................................................11
3 innovatie in media- & techmarkten...................................................................................................12
3.1 three sided innovation................................................................................................................12
3.1.1 innovatie: Product...............................................................................................................12
3.1.2 innovatie: proces.................................................................................................................14
3.1.3 innovatie: businessmodel....................................................................................................14
3.2 Disruptive technologies (Christensen, 1995)..............................................................................16
3.3 Innovator’s dilemma (Christensen, 1995)...................................................................................17
, 3.4 Tirannie van succes: ‘myopia’.....................................................................................................18
3.5 Conservatieve bedrijfscultuur.....................................................................................................19
4 De essentie van competitief voordeel...............................................................................................19
4.1 strategie is…................................................................................................................................19
4.2 Strategieontwikkeling is een Continue Proces............................................................................20
4.2.1 Generieke concurrentiestrategieën (Porter, 1985)..............................................................20
4.2.2 Generieke concurrentiestrategieën 2.0...............................................................................24
5 Analyse van de waardeketen.............................................................................................................25
5.1 Traditionele waardeketens onder druk......................................................................................25
5.2 Industriële Organisatie (I/0)........................................................................................................25
5.3 Marktmacht als centraal begrip..................................................................................................25
5.4 Pivotale macht en MAKE-or-Breakmacht....................................................................................26
5.5 Waardeketen: organisatieniveau................................................................................................26
5.6 Waardeketen: industrieniveau...................................................................................................27
5.7 Industrie als een genetwerkt systeem........................................................................................28
5.8 Mondiale waardeketen (Gereffi, 1994).......................................................................................28
5.9 A ‘SMILING’ CURVE (SHIH, 1992)................................................................................................29
5.10 geen eenrichtingsverkeer, wel onevenwichtige relatie............................................................29
5.11 Industriële upgrading: landen...................................................................................................30
5.12 Industriële upgrading: organisaties..........................................................................................30
5.13 Industriële upgrading: 2 richtingen...........................................................................................30
5.14 Direct-to-consumer model → disintermediatie........................................................................31
5.15 Verschillende distributiemodellen............................................................................................31
6 Analyse van de competitieve omgeving............................................................................................32
6.1 Vijfkrachtenmodel (Porter, 1979)...............................................................................................32
6.1.1 Rivaliteit in de markt............................................................................................................33
6.1.2 Onderhandelingsmacht leverancier (SUPPLIER)..................................................................33
6.1.3 Onderhandelingsmacht afnemers (BUYER)..........................................................................34
6.1.4 Bedreiging nieuwe toetreders.............................................................................................35
6.1.5 Bedreiging substitutieproducten.........................................................................................35
6.1.6 Voordelen model.................................................................................................................36
6.1.7 Beperkingen model..............................................................................................................36
6.2 Belang van Coöpetitie (Nalebuff & brandenbUrger, 1996).........................................................36
7 Wat is een Businessmodel?...............................................................................................................37
7.1 Business model is........................................................................................................................37
7.2 Opkomst van het businessmodel................................................................................................38
, 7.3 Belang van businessmodel..........................................................................................................38
7.3.1 Superieure Partnerships vs. superieure technologie...........................................................39
7.4 Business model canvas...............................................................................................................39
7.4.1 Filosofie achter dit model....................................................................................................40
7.5 Dimensies businessmodel...........................................................................................................41
7.5.1 Wat?....................................................................................................................................41
7.5.2 Wie?.....................................................................................................................................41
7.5.3 Hoe?.....................................................................................................................................41
7.5.4 Waarom?.............................................................................................................................42
7.6 Businessmodellen social profit...................................................................................................43
7.7 perfecte businessmodel is nooit af!............................................................................................43
7.8 Wat als businessmodellen falen?................................................................................................43
8 Businessmodelpatronen....................................................................................................................44
8.1 Innovatie door Recombinatie (Gassmann et al., 2014)...............................................................44
8.1.1 Add-on (waarom? Wat?).....................................................................................................44
8.1.2 AFFILIATION (waarom? Hoe?)..............................................................................................44
8.1.3 Auction (waarom? Wie?).....................................................................................................44
8.1.4 Cross/up-selling (wat?waarom?hoe?).................................................................................45
8.1.5 Crowdfundig (waarom, hoe)................................................................................................45
8.1.6 Crowdsourcing (waarom? Hoe?).........................................................................................45
8.1.7 Direct selling (waarom? Wat? Hoe?.....................................................................................45
8.1.8 E-commerce.........................................................................................................................45
8.1.9 Experience selling................................................................................................................46
8.1.10 Flat rate (waarom? Wat?)..................................................................................................46
8.1.11 Freenium (waarom? Wat?)................................................................................................46
8.1.12 Leverage customer data (Waarom?hoe?)..........................................................................46
8.1.13 Licensing............................................................................................................................47
8.1.14 Lock-in...............................................................................................................................47
8.1.15 LONG TAIL..........................................................................................................................47
8.1.16 Mass customisation...........................................................................................................47
8.1.17 Open source.......................................................................................................................47
8.1.18 Partnership........................................................................................................................48
8.1.19 Pay per use........................................................................................................................48
8.1.20 Peer to peer.......................................................................................................................48
8.1.21 (REVERSE) RAZOR AND BLADES (complementaire goederen)............................................48
8.1.22 Rent instead of buy............................................................................................................49
VOOR DIGITALE MEDIA
Prof. dr. Tom Evens
2021-2022
UGENT
Annelies Van Walleghem
0
,Inhoud
1 Algemene introductie..........................................................................................................................1
1.1 Media? Innovatie? businessmodel?..............................................................................................1
1.2 ‘VUCA’ is the new normal.............................................................................................................1
1.3 Disruptieve spelers en ‘The perfect storm’...................................................................................1
1.4 ‘VUCA’ is the solution...................................................................................................................2
1.5 Media in tegenaanval? (waardepropositie)..................................................................................3
1.6 Hoe Kunnen organisaties zich Aanpassen? (MARCH, 1991)..........................................................3
1.7 Adaptive Cycle (Miles & Snow, 2003)...........................................................................................4
1.8 Productinnovatie loont minder.....................................................................................................4
1.9 Tijdperk van het businessmodel...................................................................................................5
1.9.1 Media in digitale transformatie?...........................................................................................5
1.9.2 Innovatie van het businessmodel..........................................................................................6
1.9.3 Media = Kanarie in de koolmijn?...........................................................................................6
2 Creatieve destructie in media- & techmarkten....................................................................................6
2.1 Industrie in continue verandering.................................................................................................6
2.1.1 Innovatiecycli: the sixth wave................................................................................................6
2.1.2 Innovatiecycli: 4e industriële revolutie...................................................................................7
2.2 Creatieve destructie in de praktijk................................................................................................7
2.3 “Software is eating the world”......................................................................................................8
2.3.1 Why Software is eating the world (Marc Andreessen)...........................................................8
2.4 “AI is going to eat software”.........................................................................................................9
2.5 Creatieve destructie in de praktijk................................................................................................9
2.6 Wanneer komt uw disrupter?.......................................................................................................9
2.7 tektonische platen in media & tech............................................................................................10
2.7.1 Combo Fysiek + digitaal = phygital.......................................................................................10
2.7.2 Platformkolonialisme...........................................................................................................10
2.7.3 Geografische balans kantelt.................................................................................................11
3 innovatie in media- & techmarkten...................................................................................................12
3.1 three sided innovation................................................................................................................12
3.1.1 innovatie: Product...............................................................................................................12
3.1.2 innovatie: proces.................................................................................................................14
3.1.3 innovatie: businessmodel....................................................................................................14
3.2 Disruptive technologies (Christensen, 1995)..............................................................................16
3.3 Innovator’s dilemma (Christensen, 1995)...................................................................................17
, 3.4 Tirannie van succes: ‘myopia’.....................................................................................................18
3.5 Conservatieve bedrijfscultuur.....................................................................................................19
4 De essentie van competitief voordeel...............................................................................................19
4.1 strategie is…................................................................................................................................19
4.2 Strategieontwikkeling is een Continue Proces............................................................................20
4.2.1 Generieke concurrentiestrategieën (Porter, 1985)..............................................................20
4.2.2 Generieke concurrentiestrategieën 2.0...............................................................................24
5 Analyse van de waardeketen.............................................................................................................25
5.1 Traditionele waardeketens onder druk......................................................................................25
5.2 Industriële Organisatie (I/0)........................................................................................................25
5.3 Marktmacht als centraal begrip..................................................................................................25
5.4 Pivotale macht en MAKE-or-Breakmacht....................................................................................26
5.5 Waardeketen: organisatieniveau................................................................................................26
5.6 Waardeketen: industrieniveau...................................................................................................27
5.7 Industrie als een genetwerkt systeem........................................................................................28
5.8 Mondiale waardeketen (Gereffi, 1994).......................................................................................28
5.9 A ‘SMILING’ CURVE (SHIH, 1992)................................................................................................29
5.10 geen eenrichtingsverkeer, wel onevenwichtige relatie............................................................29
5.11 Industriële upgrading: landen...................................................................................................30
5.12 Industriële upgrading: organisaties..........................................................................................30
5.13 Industriële upgrading: 2 richtingen...........................................................................................30
5.14 Direct-to-consumer model → disintermediatie........................................................................31
5.15 Verschillende distributiemodellen............................................................................................31
6 Analyse van de competitieve omgeving............................................................................................32
6.1 Vijfkrachtenmodel (Porter, 1979)...............................................................................................32
6.1.1 Rivaliteit in de markt............................................................................................................33
6.1.2 Onderhandelingsmacht leverancier (SUPPLIER)..................................................................33
6.1.3 Onderhandelingsmacht afnemers (BUYER)..........................................................................34
6.1.4 Bedreiging nieuwe toetreders.............................................................................................35
6.1.5 Bedreiging substitutieproducten.........................................................................................35
6.1.6 Voordelen model.................................................................................................................36
6.1.7 Beperkingen model..............................................................................................................36
6.2 Belang van Coöpetitie (Nalebuff & brandenbUrger, 1996).........................................................36
7 Wat is een Businessmodel?...............................................................................................................37
7.1 Business model is........................................................................................................................37
7.2 Opkomst van het businessmodel................................................................................................38
, 7.3 Belang van businessmodel..........................................................................................................38
7.3.1 Superieure Partnerships vs. superieure technologie...........................................................39
7.4 Business model canvas...............................................................................................................39
7.4.1 Filosofie achter dit model....................................................................................................40
7.5 Dimensies businessmodel...........................................................................................................41
7.5.1 Wat?....................................................................................................................................41
7.5.2 Wie?.....................................................................................................................................41
7.5.3 Hoe?.....................................................................................................................................41
7.5.4 Waarom?.............................................................................................................................42
7.6 Businessmodellen social profit...................................................................................................43
7.7 perfecte businessmodel is nooit af!............................................................................................43
7.8 Wat als businessmodellen falen?................................................................................................43
8 Businessmodelpatronen....................................................................................................................44
8.1 Innovatie door Recombinatie (Gassmann et al., 2014)...............................................................44
8.1.1 Add-on (waarom? Wat?).....................................................................................................44
8.1.2 AFFILIATION (waarom? Hoe?)..............................................................................................44
8.1.3 Auction (waarom? Wie?).....................................................................................................44
8.1.4 Cross/up-selling (wat?waarom?hoe?).................................................................................45
8.1.5 Crowdfundig (waarom, hoe)................................................................................................45
8.1.6 Crowdsourcing (waarom? Hoe?).........................................................................................45
8.1.7 Direct selling (waarom? Wat? Hoe?.....................................................................................45
8.1.8 E-commerce.........................................................................................................................45
8.1.9 Experience selling................................................................................................................46
8.1.10 Flat rate (waarom? Wat?)..................................................................................................46
8.1.11 Freenium (waarom? Wat?)................................................................................................46
8.1.12 Leverage customer data (Waarom?hoe?)..........................................................................46
8.1.13 Licensing............................................................................................................................47
8.1.14 Lock-in...............................................................................................................................47
8.1.15 LONG TAIL..........................................................................................................................47
8.1.16 Mass customisation...........................................................................................................47
8.1.17 Open source.......................................................................................................................47
8.1.18 Partnership........................................................................................................................48
8.1.19 Pay per use........................................................................................................................48
8.1.20 Peer to peer.......................................................................................................................48
8.1.21 (REVERSE) RAZOR AND BLADES (complementaire goederen)............................................48
8.1.22 Rent instead of buy............................................................................................................49
