1. Community animation
DYNAMIC INSOURCING Twitter opportunities
FRIDAY SESSIONS Case Study mobile app
Monitoring Social media
“
Geo-localization
Innovative mash-ups
The Value Chain Scrum : tips & tricks
distribution
“
of the Digital Information Career mgt 2.0
Basecamp
Webwriting
Fabian TILMANT
Follow @Cleverwood
Use #FridaySession

2. Information Value Chain : We’re in an information world

3. Information Value Chain : Disruptive Environment
 Digital world is constantly changing
 Rules don’t have time to be established they’re outdated
 Regulation haven’t succeed to follow yet
 More possibilities to advertise and reach consumer/prospect
 Timing is increasingly important
 User expectations are raising
 Technology-enabled business models have emerged
 Internet pure player are tough competitors and have deep
pockets
 The whole advertising world can change in a second (MS or
Google have 10 times money to buy advertising
groups)
 …

4. Information Value Chain : Stages of the Value Chain

5. Information Value Chain : How to optimize your position?
Standards
Substitution
Winner-take-all
Platform logic
Platform utility

6. Information Value Chain : Set standards if you can
 Standard: a custom, convention, product, or system that
has achieved a dominant position by public acceptance or
market forces
 Example: OS sets standards, browsers doesn’t because they
all do the same job based on same technology => low entry
barrier
Standard | Substitution | WTA | Platform logic | Platform utility

7. Information Value Chain : Avoid substitution on your P&S
 Substitution allows a
player/technology to keep or not a
market (entry and exit barriers). If
you can substitute one
product/service by another very
easily, this product/service is called
commoditized
 To push barrier higher: add-
value/differentiate (soon-to-be)
commoditized products/services
Standard | Substitution | WTA | Platform logic | Platform utility

8. Information Value Chain : Winner-take-all situation
 Winner-take-all: if a player sets an adopted standard or is in
a monopoly position and if entry barrier is high, we’re in a
Winner-take-all situation
 Examples: Windows in OS,
BluRay thanks to PS3
established base and Sony
Entertainment catalog…
 It keeps going if WTA sets
and animate platform,
keeps innovating and locks
standard
Standard | Substitution | WTA | Platform logic | Platform utility
Source: Cybernetnews.com

9. Information Value Chain : Set up platforms!
 Platform logic: setting up platforms allows you to build and
grow a system with both users and partners (called
complementors). To keep it alive, you need to
– Strengthen your leadership on the
system
Complementors
– Give complementors tools to innovate
within your system to make them raise
money and keep them alive (they bet Platform
their asset on your platform)
– An isolated complementor has the risk
Users
to compete with platform owner.
Or can be count on being bought;o)
– UGC creates a new kind of complementors: users
(look at Social networks..)
Standard | Substitution | WTA | Platform logic | Platform utility

10. Information Value Chain : Increase your platform’s utility
 Utility: when a platform is auto-filled, a
virtuous circle is created. Utility of the
platform gets bigger with time. Mind
keeping innovating and empowering
your complementors and users!
Complementors
 Counter-example: Java on Windows
breaks this utility logic thanks to Platform
application porting from 1 platform to
another. MS reaction: no support for
Users
Java and invention of a competitive
programming language (.NET)
Developers, Developers, Developers…
Standard | Substitution | WTA | Platform logic | Platform utility

11. Information Value Chain : Best case for your business
 Conclusion: tying up some elements of the chain by
partnerships, buying or building allows a better control on
the whole chain
– Setting standards: increasingly difficult
in this open-source world
(but look at Apple)
– Optimizing entry/exit barriers (but depends
a lot of the sector and markets you’re
on), which could lead to a WTA situation
– Using platform logics and strengthening
utility of your platform(s)
INERTIA IS NOT AN OPTION !
INNOVATE !!!

12. Information Value Chain : Let’s find practices and examples
 Now speak out! We can discuss examples (Google,
Windows/Apple PC, Game consoles, iPhone, IDTV, music
and films going digital, OpenSocial initiated by Google and
refused by Facebook-WTA, Data Portability Project, Ebay…)
Standard | Substitution | WTA | Platform logic | Platform utility

13. Cleverwood is your New Media
Consulting partner, providing
expertise, knowledge and
consulting services for Web,
Mobile, Interactive Television
and emerging channels.
And tweets down here
Summary over here
Thank You
Fabian Tilmant Pic’s will be here
@fabnet_be
Slides will up be there
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