Brand Telefónica S.A.

Digital Business_ chapter #4 Mg. Alejandro M. Salevsky

Lic. Juan Manuel Cascone

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Global BI

Telefónica S.A.

Our plan

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Nov

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Oct Sep Ago

6. Stock Market Insight

5. Media

7. Customer Insight

4. Telco

Activities

1# business modeling

3. Social media & advertising

#4 Final brief Business plan activity

2. Digital business models

Written test

1. Introduction

8. Trends

Topics

#2 & #3: comm & rev stream

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Telefónica S.A.

General structure

1.News

2.Concepts + real examples

3.Customer insight

4.Mini groupal or individual case to solve in class

And most important: interactive participation!!

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Telefónica S.A.

Session #4 - Agenda

1.News (non MECE!)

2.Key concepts overview_

3.Business modeling

4.Activity: business elevator speech

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Telefónica S.A. http://www.huffingtonpost.com/2013/08/23/steve-ballmer-microsoft_n_3805211.html?utm_hp_ref=technology

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Telefónica S.A. http://www.businessinsider.com/amazon-is-testing-doing-its-own-wireless-network-2013-8

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Telefónica S.A. http://www.businessinsider.com/samsungs-smart-watch-2013-8

Now, unlike Microsoft, Apple isn’t selling an

inferior product. But it’s selling products

that are little if any better than competitors,

at premium prices. How can it do that? Again,

network externalities: mainly a much deeper

bench of apps, or so I’m told (I actually don’t

use many).

So how do the prospects for Apple’s reign look

compared with those of Microsoft? Let’s not

forget that Microsoft is actually an incredible

success story — it maintained its PC lock for

decades, and in fact still retains that lock

today; it’s just that the market is changing. My

casual impression is that Apple’s lock isn’t

nearly as secure, in part because it’s

relying on the loyalty of individual

customers — in contrast to Microsoft,

which was largely relying on the loyalty of

corporate IT managers, who are inherently

more conservative.

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Telefónica S.A.

Session #3 - Agenda

1.News (non MECE!)

2.Key concepts overview_

3.Business modeling

4.Activity: business elevator speech

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A business model is…

The extensive

answer to how

a company

creates profit

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Telefónica S.A.

A business model is…

how to acquire,

mantain and

transform an

asset into

cash flow.

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Telefónica S.A.

1 Capabilities

2 Value proposition

3 Delivery

A business model is about…

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Assets: know how, goodwill,

machinery, etc

What, how much and to whom

Production, supplier,

communication, channels, etc

What you have.

What you offer

How you do it

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Telefónica S.A.

Seven Digital (and not so digital) revenue sources

2 Value

proposition

1

2

3

4

5

6

7

Asset selling / E-Commerce

Brokerage / Auction

Advertising (direct & indirect)

Subscription / Usage fee

Revenue Sharing

Subsidy (direct & indirect)

Freemium

Not exclusive at all!!!

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Telefónica S.A.

Session #3 - Agenda

1.News (non MECE!)

2.Key concepts overview

3.Business modeling_

4.Activity: business elevator speech

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Global BI

Telefónica S.A.

Opening a (digital) business model in 3 (+1)

Business model

1.Capability

2. Value

proposition

3. Delivery

What you have

ASSET_

What you offer

How you offer

•know how,

•good will,

•machinery,

•patent,

•customer insight,

• IT: platform

•Product / Service

•Pricing strategy

•Bundling scheme

•Suppliers,

•partners,

•production,

•communication (social media),

•HHRR,

•channel / distribution,

•Customer relationships,

•business intelligence

4. Financing!

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Global BI

Telefónica S.A.

Opening a (digital) business model in 3 (+1)

Business model

1.Capability

2. Value

proposition

3. Delivery

What you have

ASSET_

What you offer

How you offer

•Product / Service

•Pricing strategy

•Bundling scheme

•Suppliers,

•partners,

•production,

•communication (social media),

•HHRR,

•channel / distribution,

•Customer relationships,

•business intelligence

4. Financing!

•know how,

•good will,

•machinery,

•patent,

•customer insight / BI

• IT: platform

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Telefónica S.A.

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Telefónica S.A. http://www.youtube.com/watch?v=Du2F68TLXx4

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Global BI

Telefónica S.A.

Opening a (digital) business model in 3 (+1)

Business model

1.Capability

2. Value

proposition

3. Delivery

What you have

ASSET_

What you offer

How you offer

•Product / Service

•Pricing strategy

•Bundling scheme

•Suppliers,

•partners,

•production,

•communication (social media),

•HHRR,

•channel / distribution,

•Customer relationships,

•business intelligence

4. Financing!

•know how,

•good will,

•machinery,

•patent,

•customer insight,

• IT: platform

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Global BI

Telefónica S.A.

Opening a (digital) business model in 3 (+1)

Business model

1.Capability

2. Value

proposition

3. Delivery

What you have

ASSET_

What you offer

How you offer

•know how,

•good will,

•machinery,

•patent,

•customer insight,

• IT: platform

•Product / Service

•Pricing strategy

•Bundling scheme

4. Financing! •Suppliers,

•partners,

•production,

•communication (social media),

•HHRR,

•channel / distribution,

•Customer relationships,

•business intelligence

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Decliv

e

Madurez Desarroll

o

Crecimiento Start-Up

FCF

Ingresos

Ciclo de vida de financiamiento

Necesidades de

CAPEX

Dividendos

Autofinancia-

miento

Financiamiento

externo

Acción de

financiamiento

Baja / Medias

No

Nulo

Conseguir socios

pequeños

Angel Investor / socios /

prestamos desarrollo

Alta

No

Bajo. Reinversión total

Conseguir

socios grandes.

IPO

Venture Capital

Muy alta

Nulos / muy

bajos

Alto. Reinversión total

Emisión de acciones.

Incursión en deuda

Acciones ordinarias /

mercado

Media.

Manutención

Altos

Alta / Media. Depende

de expectativas

Emisión de

deuda

Deuda

Baja / nula

Altos

Bajo / Nulo

--

Recompra de

acciones

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Funding (re)sources

F&F&F Angel investors Venture Capitals

Stock Markets

•IPOs

•Stocks

•Bonds / Debts

•Regulated

•OTC

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•An investor invest

in the entrepreneur

•A boss supports

delivery

•People trust in

facts

At the end of the

day it’s delivery /

execution

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Session #3 - Agenda

1.News (non MECE!)

2.Key concepts overview

3.Business modeling_

4.Activity: business elevator

business

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Telefónica S.A.

Digital Business course: Integral work phase 1

•Deadline: Sept 3rd.

•It has to be sended to asalevsky@gmail.com /

jmcascone@gmail.com

•What to do: create a business using the digital

environment

•1. New start-up

•2. New business inside a well known company

•3. NPO

•Stage 1 must include:

•Business general description

•Business model analisys: must cover 1.

capabilities, 2. value proposition and 3. delivery

•A PowerPoint presentation is mandatory and a

Word document is optional

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Creating your Business Elevator speech

Discuss with your team and create the digital business model that you will develop

during the course.

1. A new business (start-up)

2. A new business inside a known company (corporate entrepreneurship)

3. A NPO using the digital environment

(Note: it can be changed during next week)

You have 5 min to work and then present to your peers in 45’’ your idea

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Contact us!!!!

•BLOG:

www.digitalbusinessuca.wordpress.com

•Mail: asalevsky@gmail.com /

jmcascone@gmail.com

•Twitter: @alesalevsky

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Telefónica S.A. Thank you!