Presa about Yelo by Carole Lamarque During Mobilemonday session of 9/5 on tablets #momobxl

1. Carole Lamarque @caroberry +32 478 33 7000 Mobile MondayYelo in a Distribution Ecosystem

3. DICoDEStrategiesKey principles The purpose of DICoDEStrategiesis to aidyou in identifying, comparingand findingopportunitiesin terms of products, services, features, partnerships, market niches and more by mapping out youractivities and ecosystems. It’s a tooldesigned to help youunderstand, adaptand innovatein your business fields to create new value and increaseyour profits by graspingnew opportunities. For practical application, fill up DICoDEStrategiesby putting all the actorsin yourecosystemson the board. Trigger discussions, challenge current situations, put yourself in the shoes of your user, yourcompetitors, yourpartners, and brainstormwhilecompletingDICoDEStrategies. Interestingoutcome must beloggedinto a mindmap to bedirectlyactionable. Fabian Tilmant – www.DICoDE-book.com

4. Yelo in itsecosystemDistribution ecosystem Fabian Tilmant – www.DICoDE-book.com

5. Yelo in itsecosystemConsumptionecosystem (EPG) Fabian Tilmant – www.DICoDE-book.com

6. Yelo in itsecosystemConsumptionecosystem (TV On Demand) Fabian Tilmant – www.DICoDE-book.com

7. DICoDE Business ModelsKey principles DICoDE Business Modelsprovidesinsight into the economicsof New Media ecosystems. This model follows the paththroughthe 4 levelsof anyone-to-onerelationshipin Digital Distribution and Consumption: Discovery, Interaction, Relationship and Transaction. Eachcycle isbased on the principlethatall actors in an ecosystemcreate value together. If the user trusts that the value proposition isworth the “price” requested of him, (s)hewillpay! But not always and in fact, decreasinglythrough money. Fabian identified3 othercurrencies, eachcorresponding to one of the first 3 levels of the relationship: Attention, Engagement and Data.TogetherwithMoney on the 4th level, thesecurrenciesrepresentvalue thatisextracted by all actors in the ecosystem. Nowyoucan spot the winners and the losers in yourecosystems! Fabian Tilmant – www.DICoDE-book.com

8. 4 Steps to Monetization4 Level of Relationship, 4 Values Fabian Tilmant – www.DICoDE-book.com

9. Yelo on FacebookModeration After the YeloCo-Creation Community, a 3 week closed research project and the YeloNetnography study, Telenet continued to facilitate conversations by focusing on the open community. For a limited period of time (15/02/2011 – 20/03/2011), InSites Consulting moderated the Yelo page on Facebook to activate the fans and generate a continuous stream of feedback and ideas. Netnography study Listening to the conversations in the open community Facebook moderation Joining the online discussions of the Yelo fans C°-Creation Community Co-creating Yelo in a safe and closed environment

10. Yelo on FacebookModeration Insites Consulting - Moderation Learnings 1. Know your fans 2. Feel the pulse of your audience 3. Show that you’re listening 4. A personal approach can turn fans into ambassadors 5. Quick response to bashing enables positive feedback 6. Provide relevance in your status updates 7. Keep questions light, fun, quick and easy to answer 8. Beware of the commercial trap 9. Align the communication waves to the development roadmap 10. Provide fans with a reason to follow you on Facebook

11. 4 Steps to MonetizationDiscovery: capturinguser’s attention When the user first accesses the product or service, wesaythat (s)he’sentering the Discoveryphase. This is the lowestlevel of 1-to-1 relationshipbetween the content and the user. Best case for Discoverymodel is Display Advertising. Usually, companiesgive more value thattheyextractatthis stage ThinkCPM Fabian Tilmant – www.DICoDE-book.com

12. 4 Steps to MonetizationInteractivity: capturinguser’s engagement When the user startsengagingwith the content, we enter the Interactivityphase. This levelcreates interaction between the user and the content but no real relationship. Best case for InteractivitylevelisBranded Utility. Monetizationisusuallyachievedthrough « per action models » ThinkCPC Fabian Tilmant – www.DICoDE-book.com

13. 4 Steps to MonetizationRelationship: capturinguser’s data Atthis stage, the user starts a real Relationship with the content. Data canbecaptured in order to personalize the user’sexperiencetowards the content. Best case for Relationship interaction isachievedthrough Social Media. This profile data canbeused to monetize the investmentdone till now ThinkCPL Fabian Tilmant – www.DICoDE-book.com

14. Kano model of quality characteristics The bugs, improvements and new features the participants put forward are mapped according to the type of expectation the customerhas. The Kano model of quality characteristics was adapted to suit the user-generated improvements, providing added value to yourinnovations. Focus the development in the first year on these three tracks simultaneously, offering not only basics and satisfaction, but also addicters which cause more usage. These might involve some risk in adoption, but cases like Apple (Ping) and Google (Google Wave) show that users don’t punish innovative companies when the launch of a new feature doesn’t work. Basic expectations These are the characteristics the user takes for granted. They tend to be noticed only when absent, evoking a great deal of dissatisfaction. Satisfiers (more is better) The more satisfier characteristics you deliver, the happier the user, these features are wanted as opposed to expected. Addicters (creating addictiveness) These features represent a positive surprise to the customer, they are totally unexpected and very conversational.

15. 4 Steps to MonetizationTransaction: capturinguser’s money Here, the user will enter a Transactionalrelationshipwith the product or service. This is the highestlevel of the 1-to-1 relationship in a digital ecosystem. Monetizationschemeispretty simple: user pays with money ThinkCPA Fabian Tilmant – www.DICoDE-book.com

16. 4 Steps to Monetization…and beyond: Customer Care, Cross-sell and Up-sell As said, Transactionalrelationshipdoesn’t replace the otherlevels. All levels are activatedatthis stage. After 1st purchase, user expects to betreated as a customernow. That’swhereweactivateloyalty, customer care, stimulation… in order to retain the customer in the ecosystem and satisfyhis/her future expectations Think (traditional) CRM Fabian Tilmant – www.DICoDE-book.com