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What is an ecosystem? Drawing the precise boundaries of an ecosystem is an impossible and, in any case, academic exercise. A business ecosystem includes Companies to which you outsource business functions, Institutions that provide you with financing, Firms that provide the technology needed to carry out your business, Makers of complementary products that are used in conjunction with our own, Makers of substitute products and services, Competitors and customers, when their actions and feedback affect the development of your own products or processes, Entities like regulatory agencies and media outlets that can have a less immediate, but just as powerful, effect on your business
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© Starcher Group LLC For the sole use of client
Starcher Group
Business Model Ecosystem Mapping
Bruce Starcher
© Starcher Group LLC For the sole use of client
Starcher Group
A business ecosystem includes…
– Companies to which you outsource business functions– Institutions that provide you with financing– Firms that provide the technology needed to carry out your
business– Makers of complementary products that are used in
conjunction with our own– Makers of substitute products and services– Competitors and customers, when their actions and
feedback affect the development of your own products or processes
– Entities like regulatory agencies and media outlets that can have a less immediate, but just as powerful, effect on your business
Source: Strategy as ecology, Marco Iansiti, Roy Levien, HBR March 2004
Drawing the precise boundaries of an ecosystem is an impossible and, in any case, academic exercise
© Starcher Group LLC For the sole use of client
Starcher Group
Ecosystem Mapping at the Business Model level
Value Delivery Systems
Current and potential players
Strategic Control Points
Ecosystem building blocks
Profit Pools
Profit Models
Customers & Experiences
Customer Value Gaps
Kodak, Fuji, HP, Nikon, ...
Nokia, Motorolaetc
Adobe, MSFT, HP, Kodak, Canon, Corel, Apple, etc
Today's player
Qualex
Kodak, HP, Canon, Sony, Nikon, Konica, Fuji, ...
Kodak, Canon, Nikon, Konica, Fuji, Pentax, ...
Palm, Sony, ...
Kodak, Sony, Fuji, Pixel Magic, ...
Many, ...
Kodak, HP
TiVo, ...
Comcast, ...
Kodak
Many ...
HP, Canon
Acquire Digital Content
Manage Digital Content Fulfill Digital Content
Manage & Organize
Add value/repurpose
Store
Consumer info-imaging strategic landscape
MediaScreen
HP Company Confidential
Capturein the
moment
P lannedcapture to
share orpreserve
Acquireto use
Viewedby many
Viewedby few
Bulkprints
Individualprints
Online
PC
Non PC
Partner
Acquire Digital Content
Manage Digital Content Fulfill Digital Content
Manage & Organize
Add value/repurposeStore
Consumer info-imaging strategic landscape
MediaScreen
HP Company Confidential
Capturein the
moment
P lannedcapture to
share orpreserve
Acquireto use
Viewedby many
Viewedby few
Bulkprints
Individualprints
Online
PC
Non PC
Partner
Acquire Digital Content
Manage Digital Content Fulfill Digital Content
Manage & Organize
Add value/repurpose
Store
Consumer info-imaging strategic landscape
MediaScreen
HP Company Confidential
Seamless Ecosystem, Customer Relationship
Retail relationship
Retail relationship
Retail relationship
Traffic controller
Traffic controller
Strat control pt.
DI in-moment on-ramp
Traffic controller
Traffic controller
DI in-moment on-ramp
DI retail on-ramp
DI home on-ramp
IP
Strategic control pointsSeamless ecosystem - keeps customers w/in EK profit poolsCustomer relationshipmultiple customer touch points enables owning the customer relationshipTraffic controller - directs customers to EK profit pools.DI on ramp - steers customers onto the EK ecosystem and experienceRetail relationship - steers customers gracefully off EK ecosystem and experience via profit pool.Capture
in the moment
Plannedcapture to
share orpreserve
Acquireto use
Viewedby many
Viewedby few
Bulkprints
Individualprints
Online
PC
Non PC
Partner
Acquire Digital Content
Manage Digital Content Fulfill Digital Content
Manage & Organize
Add value/repurpose
Store
Consumer info-imaging strategic landscape
MediaScreen
HP Company Confidential
Retail relationship
Retail relationship
Scanner in Pic turemaker
kiosk
Partnership with carriers
DSCsAgX
Ofoto, Easyshare,
K odakMobile
Central labs
Partnership with Noritsu
PictureMaker kiosks
Dye-sub dock printer
TiVo-PC connect
Dock enabled TV connect
TiVo-Ofoto connect
InkJ et printers
Capturein the
moment
P lannedcapture to
share orpreserve
Acquireto use
Viewedby many
Viewedby few
Bulkprints
Individualprints
Online
PC
Non PC
Partner
Acquire Digital Content
Manage Digital Content Fulfill Digital Content
Manage & Organize
Add value/repurpose
Store
Consumer info-imaging strategic landscape
MediaScreen
HP Company Confidential
EK profit pool Potential EK profit pool
EoU-largeimage quality-largecost-lowfeatures-med
Customer Value Gap
EoU-largecost-largespeed-lowfeatures-med
EoU-largecost-largespeed-largefeatures-large
Immediacy-medoutput control-medoutput customization-low
EoU-largeSafe memories-largeimage enhancements-med
Today’s customer value
gaps
· EoU· Speed from
capture to print· Predictability· Reliability· User-control· Simplicity· Availability· Ability to share· Cost· Safe memories
EoU-largecost-lowfeatures-med
EoU-largecost-lowfeatures-med
Capturein the
moment
Plannedcapture to
share orpreserve
Acquireto use
Viewedby many
Viewedby few
Bulkprints
Individualprints
Online
PC
Non PC
Partner
Acquire Digital Content
Manage Digital Content Fulfill Digital Content
Manage & Organize
Add value/repurpose
Store
Consumer info-imaging strategic landscape
MediaScreen
HP Company Confidential
Scanner in PictureMaker Kioskfuture: networked
Partnership w/Nokiafuture: other mfgs
DSCsAgX
Central LabsPartnership w/Noritsu for DMiniLabs
PictureMaker KiosksDye-Sub printerfuture: networked, inkjet printer
TiVo-PC connectDock-enabled TV connectfuture:TiVo-Ofoto connect
Ofoto, EasyShare, KodakMobile
EK Customer experiences
Capturein the
moment
P lannedcapture to
share orpreserve
Acquireto use
Viewedby many
Viewedby few
Bulkprints
Individualprints
Online
PC
Non PC
Partner
Acquire Digital Content
Manage Digital Content Fulfill Digital Content
Manage & Organize
Add value/repurpose
Store
Consumer info-imaging strategic landscape
MediaScreen
HP Company Confidential
Source: Competitive Intelligence Kodak 2003 Deep Dive
DI dedicated Online website/svc
Capturein the
moment
Plannedcapture to
share orpreserve
Acquireto use
Viewedby many
Viewedby few
Bulkprints
Individualprints
Online
PC
Non PC
Partner
Acquire Digital Content
Manage Digital Content Fulfill Digital Content
Manage & Organize
Add value/repurposeStore MediaScreen
Retail Analog
Phone Carriers
Retail Digital
ISPs
Mobile Portals
DVR service
Cable TV providers
Retail Kiosk
Camera phones
Digital Cameras
Analog Cameras
Alternate capture devices (eg PDA’s,
GameBoys)
Content provider
Scanner
Retail Kiosk
Digital Camcorders
Removable Storage Media
Docks
General-purpose storage
device
DI-dedicated storage
appliance
(local) DI Applications (s/w)
Central Processing Lab
Mobile Printer
Digital Minilab
Automobile Printer
CamPhone Dock Printer
Home Printer
DSC Dock Printer
Retail Kiosk
Home PC Display
Phone Display
Home TV Display
Auto Display
Personal Appliance Display
key
Installed base
Multi-component
Relative mkt share
key
Installed base
Multi-component
Relative mkt share
Iteratively dive deep into each business model dimension & align those elements to gain ecosystem insights
© Starcher Group LLC For the sole use of client
Starcher Group
Digital Imaging Ecosystem - Business Model Landscape
Value Creation Goal
Games Sample players Digital acquisition
Home consumer fulfillment
Home professional fulfillment
Kiosks
Digital mini labs
Central Processing
Manage online(store + share)
Manage PC
Home Services
Online Services
Billions Ecosystem Kodak
HP
Home Print fulfillment Epson, Canon, Fuji, others
Online management and fulfillment
Shutterfly, Photoworks, others
Photofinishing HW + supplies
Noritsu, Fuji, Sony, HP, Kodak, others
Component (CCDs, DSPs, Displays,…)
Sony, Kodak, others
Camera Hardware Nikon, Canon, others
Online Management & repurposing
Lifeworks, Photobucket,
Online management Flickr, others
Online storage Xdrive, iBackup, PBase.com, others
PC based management Picasa, Adobe, iMatch, others
Photo display hardware Ceiva, digiframe, storybox, Nikon, Sony, Phillips, Others
Millions Shoebox Digitization Local cottage industryNote: ecosystem players are relevant across a number of games but listing not duplicated
Value delivery systemExample
© Starcher Group LLC For the sole use of client
Starcher Group
Mapping Value
• What does this work enable– Understand company strategies within a broader context– Identify potential high value business models for consideration
• At the business model level, an ecosystem changes at a modest pace and thus only needs to be updated occasionally
• Although this work is very time consuming, requires access to experts across the ecosystem and involves deep secondary research, the benefits are immense.
