Transcript מצגת של PowerPoint - Bar

‫פרק ‪2‬‬
‫מגישים‬
‫דני לוי‬
‫אלי זילכה‬
‫משה רקנטי‬
‫אודי שניצר‬
‫רונן אהוביה‬
‫רונן חלסדי‬
‫‪ 18‬יולי ‪15‬‬
‫מדיניות מערכות מידע‪ ,‬ד"ר אהרון מינקוב‬
‫‪1‬‬
Crafting business models
• Some of the best innovations involves a paradigm
shift, a real mental change of assumptions and
certainties.
Capabilitie
s
Concept
Value
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Model Basics
• Key Chain Value Roles
– Producers
– Distributors
• Business Type
– Businesses built on network infrastructure
– Businesses that provide network infrastructure
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses built on network
infrastructure
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses built on
network infrastructure
• Distributors
– Online Focused Distributors - Much like offline
focused distributors.
– Portals – Gateways to broad array of products and
services.
• Producers
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Online Focused Distributors
• Focused Distributors Characteristics
– Own Inventory – Dose the business assume
control of inventory?
– Sell Online – Does the business cell online?
– Price set online – Is the price set outside the
market or is it negotiated online during the sale?
– Physical Product – Is there a physical product or
service?
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Online Focused Distributors
• Retailers:
–
–
–
–
–
–
–
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Examples: ToysRus.com, Staples.com
Control of inventory: Yes
Sell online: Yes
Price set online: No
Physical product: Yes
Revenue: Product sales
Costs: Advertising & marketing, Facilities, Inventory,
Customer Service, R&D, IT infrastructure
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Online Focused Distributors
• Marketplace:
–
–
–
–
–
–
–
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Examples: Eloan.com, InsWeb.com
Control of inventory: Possibly
Sell online: Yes
Price set online: No
Physical product: No
Revenue: Transaction Fees, Service Fees, Commisions
Costs: Advertising & marketing, R&D, IT infrastructure
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Online Focused Distributors
• Aggregator:
–
–
–
–
–
–
–
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Examples: Autoweb.com
Control of inventory: No
Sell online: No
Price set online: No
Physical product: Possibly
Revenue: Referral fees, Advertising & marketing fees
Costs: Advertising & marketing, R&D, IT infrastructure
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Online Focused Distributors
• Infomediary
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–
–
–
–
–
–
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Examples: Internet Securities
Control of inventory: No
Sell online: Yes
Price set online: Yes
Physical product: No
Revenue: Subscription fees, Advertising fees
Costs: Advertising & marketing, R&D, IT
infrastructure, Content acquisition
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Online Focused Distributors
• Exchanges
–
–
–
–
–
–
–
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Examples: eBay.com, Freemarket.com
Control of inventory: Possibly
Sell online: Possibly
Price set online: Yes
Physical product: Possibly
Revenue: Depends on model
Costs: Advertising & marketing, Support for
Auctions (B2B), Inventory, R&D, IT infrastructure
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Portals
Portals characteristics:
• Gateway access: Does the business provide “gateway
access” to a full range of online information and services?
• Deep content & solutions: Does the business provide
access to deep content, products and services within a
vertical industry?
• Affinity group focus: Does the business provide services
and information to a well defined affiliation group (women,
home buyers)?
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Portals
• Horizontal Portals
– Examples: AOL.com, Yahoo.com
– Gateway Access: Yes
– Deep content & solutions: Possibly, Often through
partnerships with vertical and affinity portals
– Affinity group focus: Possibly, through partnerships
– Revenues: Advertising affiliation and slotting fees, Possibly
subscription or access fees.
– Costs: Advertising, marketing, sales, Content management,
R&D, IT Infrastructure
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Portals
• Vertical Portals
–
–
–
–
–
Examples: WebMD.com, Covisint.com
Gateway Access: Limited
Deep content & solutions: Yes
Affinity group focus: No
Revenues: Transactions fees, Commissions, Advertising
affiliation, and slotting fees
– Costs: Advertising, marketing, sales, Content management,
R&D, IT Infrastructure, System integration for transactions
support
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Portals
• Affinity Portals
–
–
–
–
–
Examples: Realtor.com, iVillage.com
Gateway Access: Possibly
Deep content & solutions: Focused on Affinity group
Affinity group focus: Yes
Revenues: Referral fees, Advertising affiliation, and slotting
fees
– Costs: Advertising, marketing, sales, Content management,
R&D, IT Infrastructure
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Producers
Producers characteristics:
• Physical products: Does the business Sell physical
products and/or provide face-to-face service?
• Info-based products: Does the business Sell information
based service?
•
Customization level: Does the business provide
customized products or services?
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Producers
• Manufacturers
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–
–
–
–
–
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Examples: Ford Motor comp, Procter & Gamble
Physical products : Yes
Info-based products : Possibly
Customization level : Low to moderate
Revenues: Product Sales, Service fees
Costs: Advertising, marketing, sales, Content
management, R&D, IT Infrastructure
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Producers
• Service Providers
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–
–
–
–
–
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Examples: American Express, Singapore airlines
Physical products : Yes
Info-based products : Possibly
Customization level : Moderate to high
Revenues: Commission, service or transaction fees
Costs: Advertising, marketing, sales, Content
management, R&D, IT Infrastructure
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Producers
• Educators
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–
–
–
–
–
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Examples: Harvard University, Virtual University
Physical products : Possibly
Info-based products : Possibly
Customization level : Moderate to high
Revenues: Registration, Subscription, Hosting
Costs: Content management, R&D, IT
Infrastructure
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Producers
• Advisers
–
–
–
–
–
Examples: McKinsey, Accenture
Physical products : Yes
Info-based products : Yes
Customization level : Moderate to high
Revenues: Service, Registration, Membership,
Commission, Transactions fees
– Costs: Content management, IT Infrastructure
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Producers
• Info & News Services
–
–
–
–
–
Examples: Dow Jones, Euromoney
Physical products : Yes
Info-based products : Yes
Customization level : Moderate to high
Revenues: Subscription, Commission,
transaction/service fees
– Costs: Advertising, marketing, sales, Content
management, R&D, IT Infrastructure
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Producers
• Producer Portals
–
–
–
–
–
Examples: Covisint, Global Healthcare Exchange
Physical products : Possibly
Info-based products : Yes
Customization level : High
Revenues: Transactions/service, Subscription or
membership, Consulting and integration, Hosting
– Costs: Content management, R&D, IT
Infrastructure, Software development logistics
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
• Business that developed and sold the technology
infrastructure (High-tech industry)
• Difficult to distinguish between High tech company
and company that use digital technology
• Networked infrastructure provider business models
are classified by using the same producer/distributor
categories that define digital businesses build on
internet.
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Distributors characteristics
• Control of inventory – Does the business assume control
of inventory?
• Sell Online – Does the business sell online?
• Price set online - Is the price set outside the market, or is
online negotiation and bidding?
• Physical product – Is there a physical product or service
that must be distributed?
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Producer/Distributor categories
• Infrastructure Distributors: Technology buyers and
sellers to transact business
• Infrastructure Portals: Access to wide range of
network, computing and application hosting services
• Infrastructure Producers: Design, build, market and
sell technology hardware, software, solutions, and services.
• Infrastructure Service Providers: Offline and online
services to support logistics, marketing, and other shared
services.
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Distributors
• Infrastructure retailers:
–
–
–
–
–
–
–
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Examples: CompUsa, Egghead
Control of inventory: Yes
Sell online: Yes
Price set online: Yes
Physical product: Yes
Revenue: Product sales, service fees
Costs: R&D, Marketing, Physical facilities, customer
services and IT infrastructure
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Distributors
• Infrastructure marketplace:
–
–
–
–
–
–
Examples: Ingram Micro, Tech Data
Control of inventory: Usually
Sell online: Yes
Price set online: Not usually
Physical product: Yes
Revenue: Transaction fee, commission fee, channel
assembly fee, service fees
– Costs: R&D, Marketing and IT infrastructure
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Distributors
• Infrastructure aggregators:
– Examples: Ingram Micro, Tech Data
– Control of inventory: No
– Sell online: No
– Price set online: No
– Physical product: Possibly
– Revenue: Referral fee and Marketing fee
– Costs: R&D, Marketing and IT infrastructure
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Distributors
• Infrastructure exchanges :
– Examples: Converge
– Control of inventory: Possibly
– Sell online: Possibly
– Price set online: Yes
– Physical product: Yes
– Revenue: Depends on model
– Costs: R&D, Marketing, technical infrastructure, support
for auctions and inventory logistics
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Portals characteristics:
• Gateway access: Does the firm provide “gateway
access” to networks, data centers, or Web services?
• Hosted application: Does the firm host, operate, and
maintain networks, data centers, or Web services?
• Access: Does the firm provide access to hosted
applications services?
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Portals :
• Horizontal infrastructure portals:
– Examples (ISP, Web hosting, Data centers): American online,
AT&T, NTT Docomo, EDS
–
–
–
–
Gateway access: Yes
Hosted application: Possible
Access: Possible
Revenue: Access fee, transaction fee, Commission, service fee,
hosting fee
– Cost: R&D, IT infrastructure, marketing and sales
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Portals :
• Vertical infrastructure portals:
–
–
–
–
–
Examples (ASP): IBM E business, GE Global exchange
Gateway access: Through partnership
Hosted application: Yes
Access: Yes
Revenue: Licensing fee, transaction fee, maintenance , service fee,
hosting fee
– Cost: R&D, IT infrastructure, content/information assets,
marketing and sales
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Producers characteristics:
• Manufacture: Does the business manufacture computer or
network components or equipment?
• Develop software: Does the business develop packaged
software?
•
Consulting/services: Does the business provide
infrastructure or consulting services?
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Producers :
• Equipment manufacturers:
–
–
–
–
–
Examples: IBM, Intel
Manufacture : Yes
Develop software: Possibly (DSP, Embedded)
Consulting/services : Possibly
Revenue: Licensing/Sale, Installation and integration,
maintenance , updates, service fee
– Cost: R&D, IT infrastructure, production, Physical facilities,
infrastructure, specialized equipment, materials, marketing and
sales and IT infrastructure
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Producers :
• Software firms:
–
–
–
–
–
Examples: Microsoft, SAP, Oracle
Manufacture : Rarely
Develop software: Yes
Consulting/services : Possibly
Revenue: License/Sale, Installation and integration, maintenance,
updates, service fee
– Cost: R&D, IT infrastructure, production, Physical facilities,
infrastructure, specialized equipment, materials, marketing and
sales, and IT infrastructure
36
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Businesses That Provide
Networked Infrastructure
Infrastructure Producers :
• Custom software and integration service
providers:
–
–
–
–
–
–
Examples: Accenture, Scient
Manufacture : Possibly
Develop software: Possibly
Consulting/services : Yes
Revenue: Commission, service or transaction fee
Cost: Access to specific talent, professional development, training
and travels
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‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
‫‪Evolving Business‬‬
‫‪Models‬‬
‫‪ 18‬יולי ‪15‬‬
‫מדיניות מערכות מידע‪ ,‬ד"ר אהרון מינקוב‬
‫‪38‬‬
Evolving Business Models
Extent
Enhance
Expand
Exit
39
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Evolving Business Models
The four approaches to evolving a business model
• Enhance: Add functionality or features to current product
offering or improve performance of existing business
• Extend: Enter new line of business and/or add new business
models
• Expand: Add new product/service offering or enter new
geographic markets
• Exit: Exit business or market or drop a product/service
offering
40
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Evolving Business Models
Evolving the American Express
Enhance:
1997 Marketplace & ASP Business model
AXI Travel – Online travel service
Extend
Enhance
Expand
Exit
41
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Evolving Business Models
Evolving the American Express
Expand:
1998
1999
Marketplace & ASP Business model
AIX Travel expense Management
Marketplace & ASP Business model
Extend
AIX Purchasing Solution
Enhance
Expand
Exit
42
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Evolving Business Models
Evolving the American Express
Extend:
1999
2000
Portal Business Model
American Express@Work
Commerce Portal ASP Business Model
MarketMile
Extend
Enhance
Expand
Exit
43
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Evolving Business Models
Evolving the Amazon.Com
Enhance:
1995
E-Retail Business Model
Amazon.Com U.S Book
Extend
Enhance
Expand
Exit
44
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Evolving Business Models
Evolving the Amazon.Com
Expand:
1998
E-Retail Business Model
Amazon.Com Video/DVD Electronics Kitchen….
Extend
Enhance
Expand
Exit
45
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18
Evolving Business Models
Evolving the Amazon.Com
Extend:
1998
2000
Exchange Business Model
Amazon Auctions
Marketplace Business Model
Amazon equity partnership (Drugstore.com…)
Extend
Enhance
Expand
Exit
46
‫ ד"ר אהרון מינקוב‬,‫מדיניות מערכות מידע‬
15 ‫ יולי‬18