GRUPPO TELECOM ITALIA
Start Up Academy
Catania, 28 Marzo 2014
Business Model – Designing
the 9 blocks
The Open Innovation perspective
Valeria D’Amico
Telecom Italia
Head of Joint Open Lab WAVE
@valdamico
Agenda
►
Business Model Innovation
►
The Business Model Canvas
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Open Innovation Paradigm
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Telecom Italia’s Joint Open Labs
►
WAVE @ Catania
Catania, 28 Marzo 2014
Start Up Academy
Why innovate the Business Model?
Starting point
Innovation is invention taken to market
Not technology per se, but technology in use
Create a value proposition for the research output
Go to market at right timing and with right moves
Valeria D’Amico
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Catania, 28 Marzo 2014
Start Up Academy
The Business Model Canvas
Crafting tool to build new Business Models
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Catania, 28 Marzo 2014
Start Up Academy
The Business Model Canvas
The «left brain» of the canvas
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Catania, 28 Marzo 2014
Start Up Academy
Key Resources
The most important assets required to make a business model work. Allows an enterprise to
create and offer a Value Proposition, reach markets, maintain relationships with Customers
and earn Revenues.
 Physical: physical assets, manufacturing
facilities, machines, buildings, vehicles,
point-of-sales, distribution networks,…
 Intellectual: brands, proprietary knowledge,
patents, copyrights, customer databases,…
 Human: people value - Particularly
important in knowledge-intensive &
creative industries
 Financial: financial resources or financial
guarantees, cash, lines of credit, stockoption pool
Valeria D’Amico
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Catania, 28 Marzo 2014
Start Up Academy
Key Activities
The most important things a company must do to operate successfully and make its business
model work. Required to create and offer a Value Proposition, reach markets, maintain
Customer Relationships and earn Revenues.
 Production: designing, making, delivering,…
Relevant in manufacturing firms
 Problem Solving: new solutions to
individual customer products,… Calls for
knowledge management & continuous
training. Relevant in service organizations
 Platform Network: networks, matchmaking
platforms, software, brands. Requires
platform management, service
provisioning, platform promotion
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Catania, 28 Marzo 2014
Start Up Academy
Key Partnerships
The network of suppliers and partners that make the business model work. Creating
alliances enables optimization and economies of scale (outsourcing, sharing infrastructure),
reduction of risks (competitive environment), acquisition of particular resources and activities
(knowledge, licenses, access to customers).
 Strategic Alliances: between noncompetitors
 Coopetition: strategic partnerships between
competitors
 Joint Ventures: to develop new businesses
 Buyer-Supplier: relationships to assure
reliable supplies
Valeria D’Amico
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Catania, 28 Marzo 2014
Start Up Academy
Cost Structure
The most important costs that incur to operate a business model, after having identified the
Key Resources, Key Activities and Key Partnerships. Creating and delivering Value,
maintaining Customer Relationships and generating Revenue all incur costs.
 Cost Driven: focus on minimizing costs (low-
cost, maximum automation, extensive
outsourcing)
 Value Driven: focus on value creation
(premium, high degree of personalized
service)
 Cost Structures:
•
Fixed Costs vs. Variable Costs
•
Economies of scale vs. Economies of
Scope
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Catania, 28 Marzo 2014
Start Up Academy
How to use the Canvas*
* A. Osterwalder, «Business Model Generation»
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Catania, 28 Marzo 2014
Start Up Academy
What is Open Innovation?
Opening the organizational bounderies
Closed Innovation
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Open Innovation
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Catania, 28 Marzo 2014
Start Up Academy
Telecom Italia’s Joint Open Labs
Innovating Innovation: shifting the Paradigm
“In House”
“Corporate”
“Open”
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Catania, 28 Marzo 2014
Start Up Academy
Telecom Italia’s Joint Open Labs
Key Resources: moving into Top Universities
Milano
Trento
Torino
Pisa
Catania
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Catania, 28 Marzo 2014
Start Up Academy
Telecom Italia’s Joint Open Labs
Key Activities: territory as a Living Lab
Other Industrial partners
SME
Hi Tech
Prototypes & New
Services
Incubators
Joint Open Labs
Joint Open Labs
Joint Open
Lab
Startup
& Spinoff
University
StartUps
Field Trials
Crowd
sourcing
City as a “Living Lab” with
diverse actors (municipalities,...)
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Catania, 28 Marzo 2014
Start Up Academy
Telecom Italia’s Joint Open Labs
Key Partnerships: building the Ecosystem
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Catania, 28 Marzo 2014
Start Up Academy
Telecom Italia’s Joint Open Labs
Cost Structure: leveraging investments on Project Financing
Gaining a multiplicative effect
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Catania, 28 Marzo 2014
Start Up Academy
Wireless Applications in multi-deVice Ecosystems
WAVE - where we are
•
Telecom Italia brings its expertise and know-how to Catania, in the heart of the “Cittadella
Universitaria” campus, bridging together technological innovation with the local academic
excellence and the entrepreneurial spirit of the Etna Valley.
KickOff WAVE: LIVE on
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Catania, 28 Marzo 2014
Start Up Academy
Wireless Applications in multi-deVice Ecosystems
WAVE - what we do
•
We realize:
innovative
mobile
applications,
on
versatile
software development platforms, exploiting the
potentialities of an ecosystem of connected devices
WAVE
(smartphone, tablet, PC, smart objects, TV…)
new usage scenarios & innovative business models
•
We exploit:
future generation technological enablers (LTE,
Mobile Cloud, Innovative Data Centers,…)
Technology Push
Integration of technological opportunities
with business needs
Market Pull
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Catania, 28 Marzo 2014
Start Up Academy
Thank You!
Valeria D’Amico
TELECOM ITALIA
Innovation
Head of Joint Open Lab WAVE
Email: [email protected]
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