Post by lizaseo11 on Nov 9, 2024 4:19:46 GMT
A digital ecosystem brings together services, technologies, and users so that the latter can seamlessly receive the goods and services they need. Ecosystems operate in various business areas: e-commerce, finance, foodtech, media, entertainment, health.
Let's look at an example.
There was a classic financial organization called Sberbank — it issued loans, issued cards and deposits. Then the Internet and smartphones spread. In order to remain competitive and meet modern customer demands, banks began releasing mobile applications. Banking services became more accessible and simpler, which attracted a larger audience.
To monetize its huge user base, Sberbank began offering users new services: food delivery, entertainment, medical services, taxis.
Now a person can take a taxi home, order food and have dinner while watching a movie - and all this within the Sberbank ecosystem. User movement is seamless: one account is linked to all services.
What are digital ecosystems?
An ecosystem can develop in two ways:
1. As in the exampleshopify website designwith Sberbank. Collect services under one roof and link them together so that the user can receive services seamlessly. The organizing company can buy businesses for its ecosystem or create new ones.
For example, VK bought dozens of services, including DonationAlerts, Citymobil, Skillbox, Zen. And Yandex developed almost all of its products within the company: a marketplace, food and grocery delivery, taxi, voice assistant, payment services.
2. Another way is to build an ecosystem based on technology. Perhaps the most famous example is Apple. The ecosystem includes a typical set of technology: phone, tablet, PC, laptops, headphones, watches, console. Later, the service part joined: music, online cinema, podcasts, books, games, fitness applications and the app store itself.
There is another approach to categorizing ecosystems - platform openness.
— Open — third-party developers can create and host digital products on the platform. For example, Slack provides a group of tools for creating applications and chatbots within the platform.
— Closed — the platform presents products only from the organizing company and related companies. For example, Nike is developing an ecosystem of its own sports services: the company itself selects trainers and oversees the production of video courses for the Nike Training app.
— Hybrid — third-party developers can create and place digital products on the platform, but in the areas determined by the ecosystem organizer. For example, Tinkoff in the super app is responsible for all financial transactions, while the lifestyle area is given to partners. You can find out the connection conditions and submit an application on the company's website.
If we look at ecosystems as a whole, the most popular of them operate on a hybrid model: individual areas, often payments or communications, are represented by the products of the organizing company, while lifestyle services are represented by several different players.
Benefits of the ecosystem
McKinsey analysts are confident that by 2025 business ecosystems will generate up to 30% of global GDP. Because people want to solve as many issues as possible in one place, preferably online, and also receive some bonuses. A business that can meet this need increases its competitiveness in the market.
For people, the advantages of ecosystems come down to two key things - they are convenient and profitable. If the ecosystem is built on the basis of gadgets, then convenience lies in the seamless connection between them, full compatibility and additional functionality. If it is somehow connected with software, then most often only one account is needed to access all the capabilities of numerous services, support also becomes unified. Well, and the benefit can come down to more pleasant prices, early access, additional discounts and opportunities, sometimes even some conditionally free advantages. Very often, the mechanics of loyalty systems with the accumulation of points are used, which can then be spent on paying for goods and services within the ecosystem.
Ecosystems also bring benefits to the companies themselves, in addition to money. People who have become part of the ecosystem are much more loyal to the brand, but the main advantage is the ability to quickly increase your audience.
Why Business Needs a Digital Ecosystem
— increases the competitiveness of all ecosystem participants;
- generates profit from non-traditional activities;
- increases the user base;
- reduces customer acquisition costs;
- increases brand value and recognition.
How to build an ecosystem
Let's look at 3 basic strategies for building digital ecosystems using a bank as an example.
Develop new products within the company
The core of the ecosystem is banking services, which accumulate the main audience. Bank analysts study the interests of users. Based on the research, the bank offers to close financial tasks - transport, entertainment, travel, food, health.
The development of each new product is the creation of a full-fledged business and its subsequent integration. Here you will have to go through all the stages: market research, hiring a team, organizing business processes, management, developing a digital service and integrating it with the ecosystem, supporting and attracting users.
Buy ready-made services
The bank buys and merges existing companies to solve everyday problems of ordinary people in food, transportation, shopping, sending parcels. The bank's ecosystem manages the companies, connects them to its digital platform and is responsible to the consumer for their work.
Enter into a partnership
The bank is responsible for the financial direction, and outsources day-to-day services to partners. For example, it integrates an airline ticket sales service into its platform. The strategy is similar to the previous one. The difference is that the ecosystem partner remains an independent participant, can leave it, or work in several ecosystems simultaneously.
Resume
The digital ecosystem connects services, technologies and users so that the latter can seamlessly receive the goods and services they need.
The ecosystem generates revenue from non-traditional activities, increases the user base, reduces customer acquisition costs, and increases brand value and recognition.
To build an ecosystem, you can develop new products from scratch, buy existing companies, or enter into partnerships with other services.
Let's look at an example.
There was a classic financial organization called Sberbank — it issued loans, issued cards and deposits. Then the Internet and smartphones spread. In order to remain competitive and meet modern customer demands, banks began releasing mobile applications. Banking services became more accessible and simpler, which attracted a larger audience.
To monetize its huge user base, Sberbank began offering users new services: food delivery, entertainment, medical services, taxis.
Now a person can take a taxi home, order food and have dinner while watching a movie - and all this within the Sberbank ecosystem. User movement is seamless: one account is linked to all services.
What are digital ecosystems?
An ecosystem can develop in two ways:
1. As in the exampleshopify website designwith Sberbank. Collect services under one roof and link them together so that the user can receive services seamlessly. The organizing company can buy businesses for its ecosystem or create new ones.
For example, VK bought dozens of services, including DonationAlerts, Citymobil, Skillbox, Zen. And Yandex developed almost all of its products within the company: a marketplace, food and grocery delivery, taxi, voice assistant, payment services.
2. Another way is to build an ecosystem based on technology. Perhaps the most famous example is Apple. The ecosystem includes a typical set of technology: phone, tablet, PC, laptops, headphones, watches, console. Later, the service part joined: music, online cinema, podcasts, books, games, fitness applications and the app store itself.
There is another approach to categorizing ecosystems - platform openness.
— Open — third-party developers can create and host digital products on the platform. For example, Slack provides a group of tools for creating applications and chatbots within the platform.
— Closed — the platform presents products only from the organizing company and related companies. For example, Nike is developing an ecosystem of its own sports services: the company itself selects trainers and oversees the production of video courses for the Nike Training app.
— Hybrid — third-party developers can create and place digital products on the platform, but in the areas determined by the ecosystem organizer. For example, Tinkoff in the super app is responsible for all financial transactions, while the lifestyle area is given to partners. You can find out the connection conditions and submit an application on the company's website.
If we look at ecosystems as a whole, the most popular of them operate on a hybrid model: individual areas, often payments or communications, are represented by the products of the organizing company, while lifestyle services are represented by several different players.
Benefits of the ecosystem
McKinsey analysts are confident that by 2025 business ecosystems will generate up to 30% of global GDP. Because people want to solve as many issues as possible in one place, preferably online, and also receive some bonuses. A business that can meet this need increases its competitiveness in the market.
For people, the advantages of ecosystems come down to two key things - they are convenient and profitable. If the ecosystem is built on the basis of gadgets, then convenience lies in the seamless connection between them, full compatibility and additional functionality. If it is somehow connected with software, then most often only one account is needed to access all the capabilities of numerous services, support also becomes unified. Well, and the benefit can come down to more pleasant prices, early access, additional discounts and opportunities, sometimes even some conditionally free advantages. Very often, the mechanics of loyalty systems with the accumulation of points are used, which can then be spent on paying for goods and services within the ecosystem.
Ecosystems also bring benefits to the companies themselves, in addition to money. People who have become part of the ecosystem are much more loyal to the brand, but the main advantage is the ability to quickly increase your audience.
Why Business Needs a Digital Ecosystem
— increases the competitiveness of all ecosystem participants;
- generates profit from non-traditional activities;
- increases the user base;
- reduces customer acquisition costs;
- increases brand value and recognition.
How to build an ecosystem
Let's look at 3 basic strategies for building digital ecosystems using a bank as an example.
Develop new products within the company
The core of the ecosystem is banking services, which accumulate the main audience. Bank analysts study the interests of users. Based on the research, the bank offers to close financial tasks - transport, entertainment, travel, food, health.
The development of each new product is the creation of a full-fledged business and its subsequent integration. Here you will have to go through all the stages: market research, hiring a team, organizing business processes, management, developing a digital service and integrating it with the ecosystem, supporting and attracting users.
Buy ready-made services
The bank buys and merges existing companies to solve everyday problems of ordinary people in food, transportation, shopping, sending parcels. The bank's ecosystem manages the companies, connects them to its digital platform and is responsible to the consumer for their work.
Enter into a partnership
The bank is responsible for the financial direction, and outsources day-to-day services to partners. For example, it integrates an airline ticket sales service into its platform. The strategy is similar to the previous one. The difference is that the ecosystem partner remains an independent participant, can leave it, or work in several ecosystems simultaneously.
Resume
The digital ecosystem connects services, technologies and users so that the latter can seamlessly receive the goods and services they need.
The ecosystem generates revenue from non-traditional activities, increases the user base, reduces customer acquisition costs, and increases brand value and recognition.
To build an ecosystem, you can develop new products from scratch, buy existing companies, or enter into partnerships with other services.