Samenvatting businessmodellen voor digitale media
Inhoudsopgave
1. Algemene introductie (Les 1)...................................................................................................................... 6
1.1. Media? Innovatie? Businessmodel?..............................................................................................................6
1.2. VUCA is het nieuwe normaal.........................................................................................................................6
1.3. Disruptieve spelers en ‘the perfect storm’.....................................................................................................7
1.3.1. GAFA en TUNA........................................................................................................................................7
1.3.2. Disruptie.................................................................................................................................................7
1.3.3. Media in ‘the perfect storm’..................................................................................................................8
1.3.4. Oplossing voor VUCA is VUCA................................................................................................................8
1.4. Media in tegenaanval....................................................................................................................................8
1.5. Hoe kunnen organisaties zich aanpassen? (March, 1991)............................................................................9
1.5.1. Adaptive circle (Miles & Snow, 2003).....................................................................................................9
1.5.2. Productinnovatie loont minder............................................................................................................10
1.5.3. Tijdperk van het businessmodel...........................................................................................................11
1.6. Media in digitale transformatie...................................................................................................................11
1.7. Innovatie van het businessmodel................................................................................................................12
2. Creatieve destructie in media en techmarkten (Les 1)...............................................................................13
2.1. Golven van innovatiecycli............................................................................................................................13
2.1.1. Creatieve destructie in de praktijk:......................................................................................................14
2.1.2. Tektonische platen in media en technologie.......................................................................................15
3. Innovatie in media en techmarkten (Les 2)............................................................................................... 16
3.1. Drie kanten aan innovatie van een bedrijf:.................................................................................................16
3.1.1. Productinnovatie..................................................................................................................................16
3.1.2. Procesinnovatie:...................................................................................................................................17
3.1.3. Businessmodelinnovatie.......................................................................................................................17
3.2. Soorten innovaties:.....................................................................................................................................18
3.3. Disruptieve technologie...............................................................................................................................18
3.4. Red vs blue ocean strategy..........................................................................................................................18
1
, 3.5. Waarom zouden bedrijven niet innoveren?................................................................................................19
3.5.1. Innovators dilemma.............................................................................................................................19
3.5.2. Tirannie van succes: ‘Myopia’..............................................................................................................19
3.5.3. Conservatieve bedrijfsstructuur...........................................................................................................20
4. De essentie van competitief voordeel (Les 2)............................................................................................20
4.1. Generieke concurrentiestrategieën:............................................................................................................21
4.1.1. Kostenleiderschap................................................................................................................................21
4.1.2. Productleider........................................................................................................................................21
4.1.3. Customer intimacy...............................................................................................................................22
4.1.4. Ecosysteem en lock-in: het meest disruptieve.....................................................................................22
4.2. Hoelang blijft concurrentieel voordeel duren?............................................................................................23
4.3. Ultieme doel van strategie: unieke waardencreatie...................................................................................23
5. Analyse van de waardenketen (Les 3)....................................................................................................... 24
5.1. Marktmacht als centraal begrip (om bedrijfsstructuren te begrijpen).......................................................25
5.2. Waardeketen op organisatieniveau............................................................................................................26
5.3. Waardeketen op industrieniveau................................................................................................................26
Voorbeeld televisie: productie, aggregatie en distributie:............................................................................27
5.3.1. Vervlechting waardeketens..................................................................................................................27
5.3.2. Mondiale waardeketen (Gereffi, 1994)................................................................................................27
5.3.3. Smiling curve: (SHIH 1992)...................................................................................................................28
5.3.4. Industrial upgrading.............................................................................................................................29
5.4. Verschillende distributiemodellen...............................................................................................................30
6. Analyse v/d competitieve omgeving: 5-krachtenmodel (Les 3)..................................................................31
6.1. Uitleg vijfkrachtenmodel.............................................................................................................................31
6.1.1. Kracht 1: rivaliteit in de markt..............................................................................................................31
6.1.2. Kracht 2: onderhandelingsmacht leverancier......................................................................................32
6.1.3. Kracht 3: onderhandelingsmacht afnemers.........................................................................................33
6.1.4. Kracht 4: bedreiging nieuwe toetreders..............................................................................................33
6.1.5. Kracht 5: bedreiging substitutieproducten..........................................................................................34
6.2. Gebruik vijfkrachtenmodel..........................................................................................................................34
6.3. Beperkingen model.....................................................................................................................................34
1. Wat is een businessmodel? (les 4)............................................................................................................ 36
2
, 1.1. Definiëring...................................................................................................................................................36
1.2. Businessmodelanalyse.................................................................................................................................38
1.3. Dimensies van het businessmodel in detail.................................................................................................40
1.4. Wat als businessmodellen falen..................................................................................................................42
2. Businessmodelpatronen (les 4)................................................................................................................. 43
3. Platformen als businessmodel (les 5)........................................................................................................ 48
3.1. Platform als businessmodel: kenmerken.....................................................................................................49
3.1.1. Platform verbindt verschillende zijden van de markt..........................................................................49
3.1.2. Platform creëert (in)directe netwerkeffecten......................................................................................50
3.1.3. Netwerkeffecten worden versterkt door data.....................................................................................50
3.1.4. Platform kampt met kip-of-eiprobleem...............................................................................................51
3.2. Vier belangrijke trends binnen de strijd naar platformoorlogen.................................................................51
3.2.1. Expansie................................................................................................................................................51
3.2.2. Positionering.........................................................................................................................................52
3.2.3. Convergentie........................................................................................................................................52
3.2.4. Silovorming...........................................................................................................................................52
3.3. Why platforms are eating the world...........................................................................................................53
4. Typologie van platformen (Les 5).............................................................................................................. 53
4.1. Soorten platformen volgens Cusumano et al., 2019...................................................................................53
4.1.1. Transactieplatform...............................................................................................................................54
4.1.2. Innovatieplatform.................................................................................................................................54
4.1.3. Hybride platform..................................................................................................................................54
4.2. Soorten platformen volgens Srnicek, 2017..................................................................................................55
4.2.1. Advertising platform.............................................................................................................................55
4.2.2. Cloud platform......................................................................................................................................55
4.2.3. Industrial platform................................................................................................................................56
4.2.4. Product platform..................................................................................................................................56
4.2.5. Lean platform.......................................................................................................................................57
5. Platformen: groei of winst? (Les 6)........................................................................................................... 57
5.1. Groei en schaalbaarheid..............................................................................................................................58
5.1.1. Exponentiële groei van platformen......................................................................................................58
5.1.2. Schaalbaarheid.....................................................................................................................................58
5.1.3. Unicorns................................................................................................................................................61
3
, 5.1.4. Zero sum competition category kings.................................................................................................61
5.2. Uitdagingen voor businessmodellen:..........................................................................................................63
5.2.1. Cash burning vs cash earning...............................................................................................................63
5.2.2. Waardecreatie vs waardecaptatie.......................................................................................................64
5.3. Extra: Warren Buffet....................................................................................................................................65
6. Platformfaling (Les 6)............................................................................................................................... 66
6.1. Platformanie................................................................................................................................................66
6.2. Redenen voor platformfaling.......................................................................................................................66
6.2.1. Inefficiënte prijszetting (mispricing).....................................................................................................66
6.2.2. Gebrek aan vertrouwen tussen marktzijden (mistrust).......................................................................67
6.2.3. Overmoed en arrogantie (Hubris)........................................................................................................69
6.2.4. Foutieve timing.....................................................................................................................................70
7. Businessmodelinnovatie (les 7)................................................................................................................ 72
7.1. Waarom een businessmodel innoveren?.....................................................................................................72
7.2. Hoe een businessmodel innoveren?............................................................................................................73
7.2.1. Stappen:................................................................................................................................................73
7.2.2. Hoe innoveren? door op andere manieren over je bedrijf na te denken ...........................................74
7.2.3. Nodig voor businessmodelinnovatie:...................................................................................................75
7.3. Wanneer een businessmodel innoveren?....................................................................................................76
7.4. Nodig: een robuust businessmodel..............................................................................................................76
7.5. Businessmodel framework (BMF) (Chesbrough, 2007)...............................................................................77
7.6. Mythes over businessmodelinnovatie.........................................................................................................78
8. Duurzame innovatie (Les 7)...................................................................................................................... 79
8.1. Donuteconomie: groei die niet ten koste gaat van mens & planeet (boek)................................................79
8.2. Maatschappelijke kost van innovatie..........................................................................................................80
8.3. Naar duurzame groei...................................................................................................................................81
8.4. E-commerce en terreur van gratis retour....................................................................................................81
8.5. Gig economie, de toekomst van het werk?.................................................................................................82
1. Platformen in de audiovisuele sector (Les 8).............................................................................................84
1.1. Chaos leidt tot nieuwe allianties.................................................................................................................85
4
, 1.2. Opbouwen van platformcapaciteit: 4 factoren nodig om de concurrent te verslaan.................................86
1.2.1. Content.................................................................................................................................................87
1.2.2. Connectivity..........................................................................................................................................88
1.2.3. Customer..............................................................................................................................................89
1.2.4. Capital...................................................................................................................................................90
1.3. Is Netflix een burning platform?.................................................................................................................91
2. Platformen in nieuwsmedia (Les 8)........................................................................................................... 91
2.1. New York Times: we don’t do strategy.......................................................................................................91
2.1.1. Prints vs digital subs.............................................................................................................................91
2.1.2. Andere abonnementen: games, cooking.............................................................................................92
2.2. The guardian: turnaround strategy.............................................................................................................92
2.2.1. Make money from digital, not print.....................................................................................................92
2.2.2. Make money from subs, not advertising..............................................................................................93
2.2.3. Compensate losses in print with digital gains......................................................................................93
2.3. Conclusie van de cases: platform power en frenemies................................................................................94
2.4. Platformen als frenemies.............................................................................................................................95
2.5. Langzaamaan meer weerstand van kranten tegen platform power (socials)............................................96
2.5.1. Inzetten op service innovation & user experience...............................................................................97
2.6. Engagement funnel: conversiestrategie......................................................................................................97
2.7. Innovatie van het businessmodel................................................................................................................97
2.8. Conclusie......................................................................................................................................................98
5
, DEEL 1: STRATEGIE EN COMPETITIEVE POSITIE
1. Algemene introductie (Les 1)
1.1. Media? Innovatie? Businessmodel?
Media zit in een veranderende omgeving.
Voorbeeld vergelijking kikker in warm water en media/mediaorganisaties:
- Kikker
o Als water traag opwarmt, blijft kikker erin zitten
o Als ze kikker in heet water gooien, springt die er direct uit
- Media
o Omgeving verandert geleidelijk aan door veranderende technologie, concurrentie,…
o Organisaties hebben niet direct de neiging om eruit te springen, te veranderen,… en
zullen bijgevolg zichzelf verbranden (en verdwijnen door wijzigende
omstandigheden)
Oplossing voor mediabedrijven: veranderingen monitoren, omgeving leren kennen, omgeving
begrijpen en ernaar handelen
1.2. VUCA is het nieuwe normaal
Door digitalisering vervagen industriegrenzen
- Iedereen kan ieders concurrent worden
- Iedereen probeert gatekeeper te zijn
= Iedereen wil de centrale machtspositie afdwingen
Gevolg: VUCA
= turbulente en onstabiele (media)omgeving
V Volatility = frequente, snelle en significante veranderingen
U Uncertainty = onvoorspelbare ontwikkelingen
C Complexity = samenspel van veelheid aan factoren
A Ambiguity = geen duidelijkheid, moeilijk te interpreteren
6
Inhoudsopgave
1. Algemene introductie (Les 1)...................................................................................................................... 6
1.1. Media? Innovatie? Businessmodel?..............................................................................................................6
1.2. VUCA is het nieuwe normaal.........................................................................................................................6
1.3. Disruptieve spelers en ‘the perfect storm’.....................................................................................................7
1.3.1. GAFA en TUNA........................................................................................................................................7
1.3.2. Disruptie.................................................................................................................................................7
1.3.3. Media in ‘the perfect storm’..................................................................................................................8
1.3.4. Oplossing voor VUCA is VUCA................................................................................................................8
1.4. Media in tegenaanval....................................................................................................................................8
1.5. Hoe kunnen organisaties zich aanpassen? (March, 1991)............................................................................9
1.5.1. Adaptive circle (Miles & Snow, 2003).....................................................................................................9
1.5.2. Productinnovatie loont minder............................................................................................................10
1.5.3. Tijdperk van het businessmodel...........................................................................................................11
1.6. Media in digitale transformatie...................................................................................................................11
1.7. Innovatie van het businessmodel................................................................................................................12
2. Creatieve destructie in media en techmarkten (Les 1)...............................................................................13
2.1. Golven van innovatiecycli............................................................................................................................13
2.1.1. Creatieve destructie in de praktijk:......................................................................................................14
2.1.2. Tektonische platen in media en technologie.......................................................................................15
3. Innovatie in media en techmarkten (Les 2)............................................................................................... 16
3.1. Drie kanten aan innovatie van een bedrijf:.................................................................................................16
3.1.1. Productinnovatie..................................................................................................................................16
3.1.2. Procesinnovatie:...................................................................................................................................17
3.1.3. Businessmodelinnovatie.......................................................................................................................17
3.2. Soorten innovaties:.....................................................................................................................................18
3.3. Disruptieve technologie...............................................................................................................................18
3.4. Red vs blue ocean strategy..........................................................................................................................18
1
, 3.5. Waarom zouden bedrijven niet innoveren?................................................................................................19
3.5.1. Innovators dilemma.............................................................................................................................19
3.5.2. Tirannie van succes: ‘Myopia’..............................................................................................................19
3.5.3. Conservatieve bedrijfsstructuur...........................................................................................................20
4. De essentie van competitief voordeel (Les 2)............................................................................................20
4.1. Generieke concurrentiestrategieën:............................................................................................................21
4.1.1. Kostenleiderschap................................................................................................................................21
4.1.2. Productleider........................................................................................................................................21
4.1.3. Customer intimacy...............................................................................................................................22
4.1.4. Ecosysteem en lock-in: het meest disruptieve.....................................................................................22
4.2. Hoelang blijft concurrentieel voordeel duren?............................................................................................23
4.3. Ultieme doel van strategie: unieke waardencreatie...................................................................................23
5. Analyse van de waardenketen (Les 3)....................................................................................................... 24
5.1. Marktmacht als centraal begrip (om bedrijfsstructuren te begrijpen).......................................................25
5.2. Waardeketen op organisatieniveau............................................................................................................26
5.3. Waardeketen op industrieniveau................................................................................................................26
Voorbeeld televisie: productie, aggregatie en distributie:............................................................................27
5.3.1. Vervlechting waardeketens..................................................................................................................27
5.3.2. Mondiale waardeketen (Gereffi, 1994)................................................................................................27
5.3.3. Smiling curve: (SHIH 1992)...................................................................................................................28
5.3.4. Industrial upgrading.............................................................................................................................29
5.4. Verschillende distributiemodellen...............................................................................................................30
6. Analyse v/d competitieve omgeving: 5-krachtenmodel (Les 3)..................................................................31
6.1. Uitleg vijfkrachtenmodel.............................................................................................................................31
6.1.1. Kracht 1: rivaliteit in de markt..............................................................................................................31
6.1.2. Kracht 2: onderhandelingsmacht leverancier......................................................................................32
6.1.3. Kracht 3: onderhandelingsmacht afnemers.........................................................................................33
6.1.4. Kracht 4: bedreiging nieuwe toetreders..............................................................................................33
6.1.5. Kracht 5: bedreiging substitutieproducten..........................................................................................34
6.2. Gebruik vijfkrachtenmodel..........................................................................................................................34
6.3. Beperkingen model.....................................................................................................................................34
1. Wat is een businessmodel? (les 4)............................................................................................................ 36
2
, 1.1. Definiëring...................................................................................................................................................36
1.2. Businessmodelanalyse.................................................................................................................................38
1.3. Dimensies van het businessmodel in detail.................................................................................................40
1.4. Wat als businessmodellen falen..................................................................................................................42
2. Businessmodelpatronen (les 4)................................................................................................................. 43
3. Platformen als businessmodel (les 5)........................................................................................................ 48
3.1. Platform als businessmodel: kenmerken.....................................................................................................49
3.1.1. Platform verbindt verschillende zijden van de markt..........................................................................49
3.1.2. Platform creëert (in)directe netwerkeffecten......................................................................................50
3.1.3. Netwerkeffecten worden versterkt door data.....................................................................................50
3.1.4. Platform kampt met kip-of-eiprobleem...............................................................................................51
3.2. Vier belangrijke trends binnen de strijd naar platformoorlogen.................................................................51
3.2.1. Expansie................................................................................................................................................51
3.2.2. Positionering.........................................................................................................................................52
3.2.3. Convergentie........................................................................................................................................52
3.2.4. Silovorming...........................................................................................................................................52
3.3. Why platforms are eating the world...........................................................................................................53
4. Typologie van platformen (Les 5).............................................................................................................. 53
4.1. Soorten platformen volgens Cusumano et al., 2019...................................................................................53
4.1.1. Transactieplatform...............................................................................................................................54
4.1.2. Innovatieplatform.................................................................................................................................54
4.1.3. Hybride platform..................................................................................................................................54
4.2. Soorten platformen volgens Srnicek, 2017..................................................................................................55
4.2.1. Advertising platform.............................................................................................................................55
4.2.2. Cloud platform......................................................................................................................................55
4.2.3. Industrial platform................................................................................................................................56
4.2.4. Product platform..................................................................................................................................56
4.2.5. Lean platform.......................................................................................................................................57
5. Platformen: groei of winst? (Les 6)........................................................................................................... 57
5.1. Groei en schaalbaarheid..............................................................................................................................58
5.1.1. Exponentiële groei van platformen......................................................................................................58
5.1.2. Schaalbaarheid.....................................................................................................................................58
5.1.3. Unicorns................................................................................................................................................61
3
, 5.1.4. Zero sum competition category kings.................................................................................................61
5.2. Uitdagingen voor businessmodellen:..........................................................................................................63
5.2.1. Cash burning vs cash earning...............................................................................................................63
5.2.2. Waardecreatie vs waardecaptatie.......................................................................................................64
5.3. Extra: Warren Buffet....................................................................................................................................65
6. Platformfaling (Les 6)............................................................................................................................... 66
6.1. Platformanie................................................................................................................................................66
6.2. Redenen voor platformfaling.......................................................................................................................66
6.2.1. Inefficiënte prijszetting (mispricing).....................................................................................................66
6.2.2. Gebrek aan vertrouwen tussen marktzijden (mistrust).......................................................................67
6.2.3. Overmoed en arrogantie (Hubris)........................................................................................................69
6.2.4. Foutieve timing.....................................................................................................................................70
7. Businessmodelinnovatie (les 7)................................................................................................................ 72
7.1. Waarom een businessmodel innoveren?.....................................................................................................72
7.2. Hoe een businessmodel innoveren?............................................................................................................73
7.2.1. Stappen:................................................................................................................................................73
7.2.2. Hoe innoveren? door op andere manieren over je bedrijf na te denken ...........................................74
7.2.3. Nodig voor businessmodelinnovatie:...................................................................................................75
7.3. Wanneer een businessmodel innoveren?....................................................................................................76
7.4. Nodig: een robuust businessmodel..............................................................................................................76
7.5. Businessmodel framework (BMF) (Chesbrough, 2007)...............................................................................77
7.6. Mythes over businessmodelinnovatie.........................................................................................................78
8. Duurzame innovatie (Les 7)...................................................................................................................... 79
8.1. Donuteconomie: groei die niet ten koste gaat van mens & planeet (boek)................................................79
8.2. Maatschappelijke kost van innovatie..........................................................................................................80
8.3. Naar duurzame groei...................................................................................................................................81
8.4. E-commerce en terreur van gratis retour....................................................................................................81
8.5. Gig economie, de toekomst van het werk?.................................................................................................82
1. Platformen in de audiovisuele sector (Les 8).............................................................................................84
1.1. Chaos leidt tot nieuwe allianties.................................................................................................................85
4
, 1.2. Opbouwen van platformcapaciteit: 4 factoren nodig om de concurrent te verslaan.................................86
1.2.1. Content.................................................................................................................................................87
1.2.2. Connectivity..........................................................................................................................................88
1.2.3. Customer..............................................................................................................................................89
1.2.4. Capital...................................................................................................................................................90
1.3. Is Netflix een burning platform?.................................................................................................................91
2. Platformen in nieuwsmedia (Les 8)........................................................................................................... 91
2.1. New York Times: we don’t do strategy.......................................................................................................91
2.1.1. Prints vs digital subs.............................................................................................................................91
2.1.2. Andere abonnementen: games, cooking.............................................................................................92
2.2. The guardian: turnaround strategy.............................................................................................................92
2.2.1. Make money from digital, not print.....................................................................................................92
2.2.2. Make money from subs, not advertising..............................................................................................93
2.2.3. Compensate losses in print with digital gains......................................................................................93
2.3. Conclusie van de cases: platform power en frenemies................................................................................94
2.4. Platformen als frenemies.............................................................................................................................95
2.5. Langzaamaan meer weerstand van kranten tegen platform power (socials)............................................96
2.5.1. Inzetten op service innovation & user experience...............................................................................97
2.6. Engagement funnel: conversiestrategie......................................................................................................97
2.7. Innovatie van het businessmodel................................................................................................................97
2.8. Conclusie......................................................................................................................................................98
5
, DEEL 1: STRATEGIE EN COMPETITIEVE POSITIE
1. Algemene introductie (Les 1)
1.1. Media? Innovatie? Businessmodel?
Media zit in een veranderende omgeving.
Voorbeeld vergelijking kikker in warm water en media/mediaorganisaties:
- Kikker
o Als water traag opwarmt, blijft kikker erin zitten
o Als ze kikker in heet water gooien, springt die er direct uit
- Media
o Omgeving verandert geleidelijk aan door veranderende technologie, concurrentie,…
o Organisaties hebben niet direct de neiging om eruit te springen, te veranderen,… en
zullen bijgevolg zichzelf verbranden (en verdwijnen door wijzigende
omstandigheden)
Oplossing voor mediabedrijven: veranderingen monitoren, omgeving leren kennen, omgeving
begrijpen en ernaar handelen
1.2. VUCA is het nieuwe normaal
Door digitalisering vervagen industriegrenzen
- Iedereen kan ieders concurrent worden
- Iedereen probeert gatekeeper te zijn
= Iedereen wil de centrale machtspositie afdwingen
Gevolg: VUCA
= turbulente en onstabiele (media)omgeving
V Volatility = frequente, snelle en significante veranderingen
U Uncertainty = onvoorspelbare ontwikkelingen
C Complexity = samenspel van veelheid aan factoren
A Ambiguity = geen duidelijkheid, moeilijk te interpreteren
6
