2015‐01‐19
Prissättning, vad är det?
MS Office
Bundling
Google Apps
?
AdWords
Alf Westelius
Pricing of ICT
1
Alf Westelius
TDEI70 19 jan 2015
2
3
Alf Westelius
Pantor 13 mars 2014
4
Freemium
Smash Hit
By Mediocre AB
Alf Westelius
TDEI70 19 jan 2015
Versioning
https://www.kickstarter.com/projects/722057066/hong-kong-trilogy-preschooled-preoccupied-preposte?ref=category
Alf Westelius
TDEI70 19 jan 2015
5
Alf Westelius
Pantor 13 mars 2014
6
1
2015‐01‐19
Från 0Välja
summespel till
prisnivå?
plussumme
Freeware
Modell för
vad man
prissätter och
hur
Alf Westelius
Bundling
TDEI70 19 jan 2015
7
TDEI70 19 jan 2015
9
XaaS
Unbundling
Omfång
Alf Westelius
Fair price, vad är det?
Alf Westelius
TDEI70 19 jan 2015
13
2
2015‐01‐19
Prissättningsinsikt
i företaget
Vem ser kostnader?
Vem ser kundvärde?
Alf Westelius
TDEI70 19 jan 2015
14
Alf Westelius
TDEI70 19 jan 2015
15
Dynamic, interactive roles and
distributed functionality development
Regulators
Multi-vendor
integration
Consultants
with own
products
Customisation
HW
suppliers
Telco net
HW & SW
vendors
Competency
SW
suppliers
Standards
organisations
Multi-vendor
integration
Consultants
without own
products
Transport
nets
”Blue light”
public safety nets
Enterprise
customers
(M)VNOs
Access
nets
Func specs
Government
OTTs
(”Google”,
”MS”,
”Skype”)
Application
providers
Consumers
Load
minimisation
training
Alf Westelius
Open
Software application
support
DCOs
OTTs
OTTs
IT Vendors
Minecraft
Spotify
Skype
Valeo o Aixam
Functional rental
Good enough
Component
vendors, 3PP
(SW+HW)
Telco
vendors
Network
operators
Top
grade
Component
vendors
(SW+HW)
Systemsplatforms
Open
integrators
Large
enterprises
Application
developers
Telcos want to
buy platforms
(HW + SW)
Terminal
vendors
Application
developers
Network
operators
VNOs
Open cloud
Standardisation
bodies
and de facto
standardisation
(Application interfaces)
Large
enterprises
Systems
integrators
Application
developers
Telcos want to
buy XaaS
Governmental
bodies
(anti-monopoly)
Standards
bodies
IT
Vendors
Telco
vendors
Platform quality differences
Component
vendors
(SW+HW)
DCOs
VNOs
Purchasing
houses
Telco
vendors
IT Vendors
Network
operators
19
Probable ecologies in
possible scenarios
Governmental
bodies
(Data location)
VNOs
DCOs
IT Vendors
Pricing of ICT
Cloud
providers
Proprietary XaaS
Component
vendors
(SW+HW)
Telco
vendors
OTTs
Frequencies and
access nets
Network
operators
VNOs
Systems
integrators
Systems
integrators
Application
developers
Terminal
vendors
Large
enterprises
Proprietary Software
applications only
Alf Westelius
Pricing of ICT
21
3
2015‐01‐19
Vad är relevanta affärsekologier
Minecraft – internetanknutna spel?
Utbildning? Användardriven underhållning?
Spotify – musikspelare? Internetstödd
underhållningsindustri, inkl kommunikation
och hårdvarusektorer?
Skype - telefoni/videosamtal? IT-stödd
kommunikation? Fjärrnärvaro?
Valeo o Aixam – miljömedveten transport?
Functional rental – affärskonceptsmoden?
Alf Westelius
Pricing of ICT
22
Vad är relevanta affärsekologier
Inte en rätt ekologi
Dynamiskt perspektiv –
fokus, tidssikt
Alf Westelius
Pricing of ICT
23
Omtyckt: Osterwalder-Pigneurs
”Business Model Canvas”…
…Relationer med betalningskonsekvenser!
4