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This Guide has enabled us to, for example, value the benefits of ecosystem … Gartner's research helps you cut through the complexity and deliver the knowledge you need to make the right decisions quickly, and with confidence. The ecosystem value proposition is a function of the size of the friction, the share of the friction that can be eliminated by the ecosystem solution, and the willingness of customers to pay for it. Bottom line: Every organization exists in multiple business ecosystems. This Guide to Corporate Ecosystem Valuation (CEV) is a valuable addition to the toolkit used by business today. Business Ecosystem Example. It can be used in relation to business operations as well as to suppliers, customers and other stakeholders. Before these innovations were established, 3G video streaming could not be viable, rendering the device largely useless. Moreover, business ecosystems, similar to residential districts, cannot be entirely planned and designed—they also emerge. By contrast, a minimum viable ecosystem initially focuses on a basic value proposition (the core transaction) but demonstrates its commercial viability at scale, directly establishing a dense network of partners and customers. Ride-hailing platforms may be an example. Sometimes the best governance model is not so obvious—or can change over time. Restaurants may find it attractive to offer their dishes on multiple food-delivery platforms, for instance, and consumers use different hotel-booking platforms to chase the best offering. A country can become complacent about its assets. Tech giants, for example, operate ecosystems with multiple businesses, some of which offer financial services, from trade finance to payments and marketplace lending. This co-innovation risk is particularly relevant for solution ecosystems, where the failure of one critical component is sufficient for the entire ecosystem to fail. In 2004, Microsoft’s Internet Explorer captured close to 95% market share and was widely considered to have won the browser war. For example, Apple launched the iPhone with a number of applications that it developed in-house, including a web browser, mail, contacts, calendar, photos, videos, and iTunes. More critical are ecosystem models that have high demand-side economies of scale but limited supply-side scale effects. It will also define the nature of the relationships in the ecosystems and how they are formed and maintained. They define how ecosystem members connect to the overall system and should provide the element of stability of the ecosystem. CIOs need to think about strategy, relationships and value exchange when considering digital ecosystems. Airbnb is an example of an ecosystem with both substantial demand-side economies of scale (indirect network effects) as well as supply-side economies of scale (from spreading the high fixed-cost for technology and marketing). Moreover, monetization should be used to overcome bottlenecks in the ecosystem and to encourage innovation by, for example, subsidizing bottleneck players and offering better terms for new products. And who should be the orchestrator of an effective ecosystem for electronic health records: health insurers, providers, IT companies, or the government? In a similar vein, B2C ecosystems are typically easier to establish than B2B ecosystems, because many existing B2C relations suffer from relatively high transaction costs, while B2B offerings are more likely to be characterized by mature companies with optimized professional relationships. Nokia had forecast that by 2002 more than 300 million mobile handsets would be connected to the internet. The pace of change in contemporary business environments means that the creation of … The value proposition for replacing analog films and projectors by digital counterparts was generally compelling: higher resolution, better protection from piracy, and significant savings in the value chain. Warehouse automation ecosystem example. Ensure any customer-, partner-, employee- or supplier-focused applications or solutions being developed today are at least considering these future business ecosystems. As indicated above, the resulting high recruiting and retention costs for drivers lead to limited supply-side economies of scale, further reducing barriers to entry. For example, if Microsoft were to go under, there would be a lot of companies in trouble: systems integrators, value-added resellers, software trainers and so on. For example, roles in Boston’s dining industry include suppliers, distributors, You can even experience negative network effects from attracting “bad” users, as Chatroulette, the random video chat platform, experienced with its “naked-hairy-men problem.”. Second, disintermediation happens when partners from two sides of a transaction ecosystem bypass the matching platform and connect directly. The single biggest governance question for an emerging ecosystem is its degree of openness. The initial design of a business ecosystem starts with mapping the “value blueprint”: the activities that are required to deliver the value proposition, the links among them, and the responsibilities of the various actors. An ideal ecosystem architecture uses a modular setup with clearly defined interfaces, such as APIs in digital ecosystems. Decentralised business ecosystems tend to be organised around a specific open source technology. In the long run, a business ecosystem will prosper only if it continues to create tangible value for its customers and ensures fair value distribution among all contributors to the ecosystem. And finally, the best candidate is likely to be the player with the highest net benefits from the ecosystem and thus a correspondingly high ability to shoulder the large upfront investments. These business ecosystems are dynamic networks of entities interacting with each other to create and exchange sustainable value for participants. Organizations that do not work toward understanding their business ecosystems risk falling into a participatory role only, enabling other competitors or partners to take the leadership role and thus define the rules for engagement in that ecosystem. The effectiveness of each part within the innovation ecosystem is moderated by other parts of the system (e.g. A key benefit of ecosystems is their responsiveness to changing consumer needs and technological opportunities. It allows for a more deliberate design of the ecosystem and for closer control of partners and of the quality of the offering. Even major technological changes in the core product or platform can be easily accommodated, as long as the interfaces remain stable. Honeywell serves as an example of a company that established a digital industrial ecosystem. (See Exhibit 2.). If you want to design your business ecosystem for evolvability and long-term viability, you need to build in some characteristics that make it easier to defend. What is the problem that you want to solve? This allows for example to start with a ‘quick and dirty’ assessment with the option to apply more advanced and complex methods, if necessary. world. when making strategic decisions about how to participate and when to change tactics. This can be explained in particular by the rapid emergence of the notion of open innovation. A business ecosystem is the network of organizations involved in the delivery of a specific product or service through both competition and cooperation. Apple, for example, has shifting, coevolving relations with multiple suppliers. The six steps and underlying interdependent design choices we present here can help. Successful orchestrators claim important system control points that allow them to capture their fair share of value. For example, if Saeco launches a new automatic espresso machine, the required coffee beans, water, and power supply are generic complements that consumers can purchase in the open market and then combine on their own. Third, differentiation and attack from niches happens when a subset of users has distinctive needs or tastes that can support a separate ecosystem and take away market share from the dominant player. To this end, it is important to design your ecosystem not only for legal compliance but also for long-term social acceptance, and to make it robust in the face of shifts in public values and perceptions. However, some ecosystems have only limited demand- and supply-side economies of scale. Despite efficiency gains, higher quality for consumers, and more flexibility regarding the offering, cinemas saw no need to adopt digital projectors on a large scale. Some business opportunities are best organized as a solution ecosystem, which creates and delivers a product or service by coordinating various contributors. En ces temps de distanciation sociale, la place des relations numériques apparaît encore plus clairement. With increased connectivity, organizations will need to figure out how to integrate things like smart advisors and artificial intelligence into their ecosystems. The actual number was 3 million; 300 million was reached in 2008, six years later. Mapping Your Ecosystem 1. First developed by the World Resources Institute and the World Business Council for Sustainable Development in 2008, the ESR is now being used by hundreds … Certaines entreprises ont traditionnellement utilisé ce levier auprès de clients potentiels « semi captifs » de leur écosystème pour développer leurs ventes. Moreover, an ecosystem may experience negative network effects and declining quality from growing the network, for example, if it becomes increasingly difficult to find the best match in a growing transaction ecosystem. It is not sufficient to design the value creation and delivery model; the design must also explicitly consider value distribution among ecosystem members. The second critical question of value capture is whom to charge. Getting started: The rules of engagement. How high are multihoming and switching costs on the demand and supply side? The first three columns are for both validation and verification. A holistic ecosystem is a conglomerate of people, things, businesses, and technology. However, there are also examples of ecosystems that start as open to gain traction and become more closed later, such as the knowledge ecosystems investigated by Järvi and her colleagues.3 Such businesses can struggle to become sustainable. 2 New business models thrive in an ecosystem. Apple pre-installs Apple Maps on the iPhone in an attempt to oust Google Maps. However, the industry suffers from multihoming of game developers, who have high incentives to work for multiple console producers, as well as of players, who are further encouraged by subsidized console prices. For example, Boeing collaborated with 50 vendors to create the 777 aircraft. Discussions about ecosystems can be overwhelming, but CIOs should keep in mind that they are responsible for the technology that will enable the business ecosystem strategy now and in the future. Having only a superior product or platform is no longer sufficient in an ecosystem world, where competition happens at the system level. Take, for example, Better Place, a startup founded in 2007 to build an innovative ecosystem-based solution to power electric vehicles (EVs). At the same time, it is important to accept that business ecosystems cannot be entirely planned and designed—they also emerge. The broad scope of the role comes with the bulk of responsibility for ecosystem success and the sustained level of investment that is required to get the ecosystem going. What does it take to achieve critical mass? The company learned the hard way that few guests were willing to pay $20 or more for a reservation in a high-profile restaurant. Defending a strong position as an ecosystem is challenging because an attack can target either the demand or the supply side of the market. Think of how Myspace killed Friendster, only to be subsequently killed by Facebook. The ecosystem value proposition is a function of the size of the friction, the share of the friction that can be eliminated by the ecosystem solution, and the willingness of customers to pay for it. Such negative network effects can be limited through effective (and scalable) curation using data, algorithms, and social feedback mechanisms. an ecosystem world Corporate banking is being transformed by digitization. Again, the orchestrator has a number of choices, such as charging all participants, charging only one side of the market while subsidizing the other side, or charging most users the full price while subsidizing selected marquee users or particularly price-sensitive users. Some attracted supply by providing free or subsidized tools and services (Airbnb), subsidizing marquee producers to join the platform (Twitter), or creating an initial offering by acting as a producer themselves (Quora, Reddit). By Ulrich Pidun, Martin Reeves, and Maximilian Schüssler. These design choices are not independent; they must be consistent with one another and offer a coherent overall configuration. However, digitization is still in the early stages in corporate banking. Ecosystems that are successful in the long run need to be adaptable and be ready to modify their designs in anticipation of shifts in markets, technologies, regulations, and public sentiment. D.P. They do not achieve the critical mass to secure network or data flywheel effects, whereby scale begets further scale. All qualified applicants will receive consideration for employment without regard to race, color, age, religion, sex, sexual orientation, gender identity / expression, national origin, protected veteran status, or any other characteristic protected under federal, state or local law, where applicable, and those with criminal histories will be considered in a manner consistent with applicable state and local laws. Ron Adner, The Wide Lens, Penguin Group, 2012. In general, monetization should be designed so that it does not stifle the growth of the ecosystem but instead encourages and incentivizes participation and thus fosters network effects. We have seen many ecosystems start with a rather closed governance model in order to establish high quality and open up later. Notes: For example, here’s the Google Ngram for the phrase “business ecosystem” from 1982 to 2008: Here’s the Google Ngram for the phrase “innovation ecosystem” from 1992 to 2008: Other ecosystems follow a zigzag strategy to bring on both sides of the market at once. Arguably, the biggest winners of the Californian gold rush in the mid-19th century were the suppliers of pots, pans, and Levi jeans. Related Expertise: Digital business models have much lower entry barriers than traditional brick-and-mortar businesses. There are, of course, many other initial governance questions. Think different: Successful companies have been trained to look internally to solve problems and … Tech giants, for example, operate ecosystems with multiple businesses, some of which offer financial services, from trade finance to payments and marketplace lending. For example, the high energy intensity of many digital business models has recently been increasingly criticized, and designing an ecosystem with a favorable climate footprint may soon become an important competitive advantage. List at least 15 roles played in your organization’s ecosystem. Second, the orchestrator should have a central position in the ecosystem network, with strong interdependencies with many other players and a resulting high need and ability for effective coordination. The different roles have benefits and drawbacks. Similarly, eBay had to learn that its established model of charging users to list products and services did not work in China because the practice discouraged sellers to set up online shops, whereas Taobao offered a cost-free system that was financed solely by advertisements. To try and restore the health of ecosystems and their balance, our consumption and extraction processes will need to become more efficient and circular. And ecosystems exhibit strategic challenges not found in other governance models, such as how to solve the chicken-or-egg problem of creating a critical mass of partners and customers during launch and how to build a scalable and defendable model. Many ride-hailing platforms used referrals to incentivize existing suppliers to bring new suppliers to the platform. How can you evaluate critical partners’ incentives to participate? 15 By combining develop, acquire, and partner tactics in a way that best supports its strategic objectives, the company has delivered a complete solution in warehouse automation to its customers. It is important to understand that you cannot unilaterally choose to be the orchestrator. As legislation and investment mandates change and environmental expectations on businesses increase, you may need to actively manage your interactions with environmental systems (ecosystems) and the services they provide. If you go this route, allow at least an hour. The Business Ecosystem Diagram for PowerPoint is a process flow template for strategic planning presentations. Invest in both core and emerging technologies to build your digital ecosystem DNA. There are many examples of business opportunities that are not well suited for an ecosystem model. Your dynamic business ecosystems may sometimes create partners from competitors, at least for a little while. The first article addressed the question “Do you need a business ecosystem?”, this article deals with ecosystem design, and subsequent articles will address how to manage a business ecosystem and how to measure its success over time. When complementors can rely on the stability of interfaces, they can flexibly innovate and add new functionalities to the system. The openness of an ecosystem has two implications. In corporate banking, we see four key battlegrounds emerging as the current market is disrupted and an open ecosystem takes shape: This Guide to Corporate Ecosystem Valuation (CEV) is a valuable addition to the toolkit used by business today. In the end, the only way to defend your leading position as an ecosystem is to be the technology and innovation leader in your industry, to encourage all partners in the ecosystem to relentlessly innovate, and to continuously adapt and reinvent your ecosystem, before others do. Supply-side economies of scale can be based on falling fixed or variable costs. The implication of these new arrangements is that the traditional boundaries between corporate banks and the industries they serve can no longer be taken for granted. In the traditional approach to launching a new product, the fully developed value proposition of the product is demonstrated in a trial pilot with limited commercial scale before the broad rollout of the product. By contrast, removing an existing friction is more predictable. CEV can therefore be a logical next step after undertaking an ESR. First, despite the paramount importance of network effects in many business ecosystems, first-mover advantages are often overestimated. For example, because credit cards tend to have low annual fees, many people carry multiple cards in their wallet. The probability of technical success of an ecosystem solution equals the mathematical product of the probability of success of all required components, which can be very small if just one factor is small. These decisions depend on the specific context and get at the heart of the ecosystem’s operating model, value creation mechanism, and differentiation. We will address the question of ecosystem governance in more detail in a future article in this series. Financial Ecosystem Example. More traditional market-building instruments, such as a strong brand, can reinforce these network effects. How Do You “Design” a Business Ecosystem? All businesses both depend on and impact on natural resources and services. For example, Alibaba worked hard on getting Chinese suppliers and foreign buyers on board simultaneously when it first launched. Don’t worry about specifics. ecosystem operates. Because of the high interdependencies in a business ecosystem, all contributors to the overall solution need to be ready, willing, and able to participate and invest in the ecosystem. Partner & Director, BCG Henderson Institute Fellow, Managing Director & Senior Partner, Chairman of the BCG Henderson Institute. There are also increasing concerns that dominant ecosystems may become too big to control and could abuse their market power. Second, the size of the network should be measured not by vanity metrics, such as the number of members, but by the number of interactions or transactions, which is how business ecosystems create value. Questions in three areas must be answered: In practice, we can observe successful ecosystems with very different levels of openness, from rather restrictive (Nespresso) to managed (video games) to very open (Airbnb). However, as we will see, the ecosystem failed because of other weaknesses in its design. Homejoy closed down in 2015. It is important to understand the scalability position of your emerging ecosystem and to adapt your ecosystem design and ecosystem strategy accordingly. An ecosystem may be public, private or a hybrid. More importantly, ride-hailing suffers from multihoming and low switching costs for riders, who have a high incentive to use multiple ride-hailing services, as well as drivers, who can easily switch between platforms or even serve multiple platforms at the same time. It serves corporate decision-making by identifying and valuing ecosystem impacts by businesses together with the risks and opportunities businesses face from changing ecosystem services. While it has a big influence on the distribution of the value created, it must also make sure that all relevant players earn a decent profit. The challenge is deciding how your organization will survive and thrive in its ecosystem. The decision must optimize the tradeoff between the advantages of a more open setup and of a more closed setup. For example, Amazon isn’t just building an ecosystem — it is also operating in the brick-and-mortar world of logistics and retail. To what extent is your ecosystem protected from specialized niche competition. Open ecosystems tend to use the market to guide their development; partners join and leave and adjust their offers as customer demand and technologies evolve. A business ecosystem is the network of organizations—including suppliers, distributors, customers, competitors, government agencies, and so on—involved in the … Many organizations actually participate in a hybrid of public and private ecosystems. All examples of hybrid models that we know started either as a transaction ecosystem (Airbnb, Alibaba, LinkedIn) or as a solution ecosystem (Apple iOS, Android) and added further domains and offerings only once they were firmly established. The platform provides the core integration, application and management services for participants. The degree of change is dependent upon the possibility of new entrants and disruption to relationships and value. A decentralised business ecosystem = the ecosystem is self-regulated For example, Ethereum is run on a decentralised, consensus-based governance. From legal and accounting to regulatory and insurance, the scope is overwhelming. Gartner clients can read more about the eight dimensions of ecosystems in the full report, Eight Dimensions of Business Ecosystems Enable the Digital Age by Betsy Burton, et al. A holistic ecosystem is a conglomerate of people, things, businesses, and technology. One business ecosystem example is a manufacturer that must do business with its source vendors, suppliers, and R&D teams to make the product, its transportation and logistics carriers, a distribution partner, and various online marketplaces to sell it on, including Amazon, Facebook Marketplace, and its own e-commerce storefront. And Uber launched Operation SLOG (Supplying Long-term Operations Growth) to aggressively attract drivers from rival ride-hailing service Lyft. Some transaction ecosystems are not supply-constrained and should focus on growing the demand side. The model clearly has substantial positive indirect network effects that support explosive growth, but it lacks substantial scale benefits on the supply side, mainly because of the high recruiting and retention cost for drivers. The basic definition comes from Moore's book, The Death of Competition: Leadership and Strategy in the Age of Business Ecosystems. Ecosystem growth is thus strongly path dependent, and the selection of early members and the sequence of attracting members can have a big impact. The cost of producing a conventional film was $2,000 to $3,000 per print, costing $7.5 million for a release shown on 3,000 screens. Decide what role your organization will play in these ecosystems: Leader, disruptor, niche player, orchestrator, or something else. D.P. The next question that must be answered is whether an ecosystem is the best way to realize the business opportunity. For example, Homejoy, an online platform that connected customers with home service providers, including house cleaners and handymen, suffered from disintermediation as customers who were satisfied with the service of a cleaner did not return to the platform but hired the person directly. It is an important route for ecosystem growth and expansion, as we will discuss in the next section, but also a significant threat for established ecosystems. Invest in both core and emerging technologies to build your digital ecosystem … The actors in an ecosystem perform value-adding activities and offer the result of these activities to each other. At the time of writing, the company had a market cap of more than €25 billion, had more than doubled its stock price since its IPO in June 2018, and reported revenue growth of 41% in the first half of 2019 at an EBITDA margin of 57%. The value blueprint is the basis for assigning roles to the various players. There won’t be too many options, but the differences may be quite significant, and people will make their selection based on alignment with their life priorities. Browser and its underlying ecosystem to relationships and value to transfer to new applications, as long the! You ensure evolvability and the revenue model très nombreux exemples de phrases traduites contenant `` ecosystem! 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