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4 Superpowers to Outperform in the Network Economy

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4 SUPERPOWERS TO OUTPERFORM IN THE NETWORK ECONOMY SEASON 2


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This work was made for you to share, reuse, remix, rework… It is licensed under the Creative Commons BY-NC-SA license to allow for further contributions by experts and users in the coming months. You are free to share and remix/adapt the work. You must cite this document: FABERNOVEL, GAFAnomics®, November 2015 You may not use this work for commercial purposes. You may distribute a modified work under the same or similar license. Why do we release this kind of work for free? Our job is to help large organizations think and act like startups. We believe this can only be achieved by encouraging people to innovate and explore new business models. We aim to inspire you by giving you the keys to understand new markets like Russia, new business drivers like APIs or successful companies like Apple, Amazon, Facebook or LinkedIn. 2


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FOREWORD The best series always have a sequel – especially when the topic is hot! In GAFAnomics season 2, FABERNOVEL goes beyond analysis of Google, Apple, Facebook and Amazon’s place in the 21st century economy, to look at their legacy and what they will leave for other companies.   As with many second acts, there are new disruptors. 2015 has seen the rise of NATU: Netflix, Airbnb, Tesla and Uber. We were expecting the Chinese to be the challengers, but once again it’s the Californians who have taken us by surprise.   Despite the financial success of Google, Apple, Facebook and Amazon on all fronts, this year they would “only”  be able to buy the first three most successful start-ups in the world, as opposed to 50 in 2014. It is hard to believe that while the majority of our Internet use is still dedicated to the super four, GAFA’s share in our digital journey has fallen from 55% in 2014 to 51% this year.   So, we have to ask, could this spell the end of the GAFA Empire? It’s highly unlikely. To the contrary, Uber wouldn’t exist without Google, Apple, or Facebook. This is GAFA’s time, along with those smart enough to copy their four super powers: magnetic; real time; infinite and intimate.   Every year, we seek to understand the actions of these new super powers. While GAFA fascinate us in everything they do, they are also making us think about what they don’t do. In this new study, we hope to enable everyone to find their place, their way, their levers, and to help companies discover their own powers. It is the best news of the year: GAFAnomics is within reach of all businesses. It’s now up to them to use GAFA’s levers – or not.   Stéphane Distinguin CEO of FABERNOVEL 3


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What is GAFAnomics® season 2? AN ESSAY // UNDERSTAND 4 QUICK WINS // ACT GAFAnomics® is not only a new growth paradigm set by Google, Apple, Facebook & Amazon. Looking beyond, GAFAnomics® is a new economy in rapid motion. In GAFAnomics®, the new engine for sustainable business growth is the network organization. From it, companies can leverage 4 superpowers to achieve great competitiveness.


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Previously in SEASON 1


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From new kids on the block to heavyweight champions Google CONTENT & ADVERTISING Apple ENTERTAINMENT & SOFTWARE Facebook Amazon SOCIAL & DISTRIBUTION COMMERCE & FULFILMENT Haven’t read our previous studies? Go to http://fr.slideshare.net/fabernovel 6


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GAFAnomics® outperform economics Leaders outperforming the “old empire” index: the CAC 40, composed of the 40 most valued companies on the French stock market (Airbus, L’Oreal…) Becoming the most valuable brands on the planet +21% Y/Y July 2014: GAFA‘s Market cap is $300B lower than CAC40. July 2015: GAFA’s Market cap is $200B higher than CAC40. 1 +15% Y/Y 2 +21% Y/Y 3 +25% Y/Y 10 +86% Y/Y 23 Apple and Google are the two most valuable brands in the world, outperforming Coca-Cola (the past 12 years’ leader). Facebook and Amazon are top risers. Sources: Ychart, Les Echos, Interbrand 2015 7


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With massive war chests With this cash …. GAFA have accumulated $118B in cash1 in 2014 $118B Cash and short-term marketable securities * $123B $98B $84B Google could pre-empt the payment market by purchasing the 23 largest fintech unicorns. $71B $54B $42B $33B $23B Apple could reinforce its position on the streaming market by acquiring the 2 leaders. $18B $9B Amazon could purchase 20 telecommunication satellites to create a private network. 1Cash, cash equivalents and short-term marketable securities. Doesn’t include less liquid long term securities. *In 2014 Apple’s Long Term Securities have grown by 23% ($23,9B) when Cash and Short Term securities have lost 38% ($15,5B) which explains Apple’s data. 2BP market cap 26/08/2015 : Ychart Sources: Business Insider, Information Week, Ycharts, Company Data,Yahoo Finance, Globalcom 8


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GAFA are planet-sized Apple – worth more than Switzerland $700B1 VS (2014) Apple’s market cap reached new heights this year, passing Switzerland’s GDP ($685.4Bn) Facebook – bigger than China 1.55B2 VS The number of Facebook users outpaced China’s population (1.35B) Amazon – the mostvalued retailer $250B3 VS (2015) With a $250B market cap, Amazon has become the most valuable listed retailer, outdistancing Walmart ($230B) Sources: 1 Valuewalk, 2 Business Insider 3Business Insider, 4Telegraph (2015) Google – the world’s largest media company $59.1B4 VS (2014) Google has become the biggest media company in the world, generating more revenue from advertising than WPP, Omnicom and Publicis combined ($43.9Bn) 9


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World’s richest nation in 2020? GAFA’s revenue Sources: Statista, Wikipedia In 2014, GAFA’s revenue (350B) grew as big as South Africa’s GDP With 64 times fewer workers GAFA = 296,800 employees South Africa = 19M employed people 10


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Redefining the notion of customer The free customer What they did - What we said GAFA strive to deliver the best possible experience to everyone to earn their attention. Everyone is a customer, even without money. VISITORS Anyone who pays special attention to you. FRIENDS Visitors who commit by giving personal information (ID, email, etc.) CUSTOMERS Friends who complete a purchase. Sources: Techrunch, The Next Web Facebook launched Internet.org in India, providing free Internet access to its billion-plus population. Following last year’s acquisition of the music streaming service Beats Music, Apple launched Apple Music in 2015. With Apple Music, Apple reinvents itself switching to an access-based model. Apple Music offers customers three months of free music. 11


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Redefining the notion of value creation The utility value model What we said GAFA are bolstered by a strong vocation: to help people save time and effort in their daily lives. Don’t improve customers’ life. Change it. What they did Artificial intelligence Artificial intelligence is the next frontier to make devices and apps more intuitive to use and efficient to meet customers’ expectations. Amazon Machine Learning Google Now API This API enables developers to build their own service including Google AI. With these AI APIs, Amazon enables developers to build new machine learning technologies and conceive new services. From users to businesses The enterprise market is the new land to conquer. GAFA launch many services to ease our daily professional life as much as our day-to-day life. Sources: Techrunch, Forbes ZenPayroll is a payroll service enabling businesses to set up and run payroll from any device. Amazon WorkMail is a professional messaging service enabling businesses to manage their client database. 12


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Redefining talent management The pirate management What we told you GAFA have created an innovation-friendly environment and accountability driven work environment to supercharge performance and pioneer the future. What they did Recruiting Google recruits high potential developers thanks to its search engine Google detected a likely candidate searching online for “Python lambda function list comprehension”, and offered him 6 coding problems to solve within 48 hours. Following successful completion and an interview, they recruited him. Managing: Zappos experimenting a self-management organization Sources: The Hustle, Forbes In 2015, Zappos officially adopted the Holacracy system, which abolishes job titles and middle management. It should empower workers and ensure they work more like creative entrepreneurs. 13


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WELCOME TO SEASON 2


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SOMMAIRE 1 Global GAFAnomics: New Economy Wrapping the Planet 2 New Competitiveness, New Superpowers 3 How Do I Open An Office in GAFAnomics?


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1 Global GAFAnomics: New Economy Wrapping the Planet The homogenization of business models combined with GAFA’s commoditisation gradually draws a new territory characterized by specific usages, specific costs of doing business, and a specific super-fast metabolism. Understand it before getting there for a quicker and easier route to double digit growth.


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GAFA are GAFAnomics® incumbents Facing the “legacy VS new” dilemma, Google announced Alphabet’s creation, a parent company including Google and its other companies. With Alphabet, Google’s historical activity generating 97% of total revenues is isolated from longterm, ambitious, and potentially life-changing projects. Ads: Search: Apps: Mail Android: Android Alphabet is for Sources: Slate, Mashable Play Store Google + Docs Chrome Now + Maps: Maps Drive Agenda is for Translate Earth Street view […] 17


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Experiencing difficulties to innovate Google glass Google Glass generated only 300,000 sales, totalling $300M. #fail Google+ Google+ totalized 6M active users spending 3 minutes per month, whereas Facebook totalizes 1,5B active users spending 405 minutes per month. #fail Facebook Home - Home, Facebook’s attempt to become the home screen of Android users, hit only 500,000 downloads. #fail Fire phone Work for Amazon U2 album in I-tunes - - - Equipped with 4 front-facing cameras tracking users’ movements, Amazon’s phone was seen as an attempt to spy on users. #fail Many articles have denounced Amazon’s abusive pressure on employees. #fail Sources: DailyTech, Forbes , Expanded Ramblings, Business Insider, New York Times, CNET, Geekwire In 2014, Apple automatically added on customers’ iTunes account the U2 track “Songs of Innocence”, attracting their anger. #fail 18


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Starting to protect market shares Determined to become customers’ number one destination, GAFA work against each others’ interests. VS VS Apple integrated an ad-blocker in its new Amazon doesn’t sell Apple’s and Google’s mobile operating system (iOS9). Users can streaming devices: the Apple TV and now choose whether they want to see ads Google Chromecast. while browsing. - - This decision is a strike-back against Apple’s iOS9 is a direct attack against Google and Apple: neither included Google as advertising represents 90% of Amazon’s streaming service, Prime Video, Google’s revenue. in their devices’ catalog of services. Sources: Techrunch, Business Insider 19


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Segmentation and specialization starting GAFA Market challengers Losing share of the user’s digital journey Capturing value from micro moments of attention 55% 7% 4% 51% 4% • Share of the user digital journey: 36 sec. per day • Valuation: $1.5B • Share of the user digital journey: 10 sec. per day • Valuation: $1.8B VS • Share of the user digital journey: 19 sec. per day • Valuation: $1.0B 7% 19% 14% 25% 26% 2014 2015 • Share of the user digital journey: 9 sec. per day • Valuation: $2.9B • Share of the user digital journey: 19 min. per day • Valuation: $16.0B Snapchat Sources: Fabernovel Analysis, IDC, Gartner, e-marketer, statcounter, Comscore, Streaming media, business insider, Janrain, datanyze, statista, emailclientmarketshare, appleinsider, Activate Tech & Media Outlook 2016, Adweek 20


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GAFAnomics® spread in every region Google | Amazon Facebook | Apple Alibaba | Baidu Tencent | Xiaomi Yandex | Ozon VK | Yota (acquired) NTT | Sony Gree | Rakuten Samsung | Gmarket Kakao Talk | Naver Flipkart 21


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Focus: China’s “GAFA” network 2.5% Of Chinese GDP (created in 1999) $203B Market Cap(2014) 5th (created in 2000) Most visited website WW $7.9B The e-commerce giant Alibaba differs from Amazon through its hybrid business model, charging small sellers with advertising services and charging large sellers with business operations’ fees. The search engine giant Just like Google, Baidu is diversifying into numerous areas: video streaming, cloud storage, wearables, self-driving cars etc. Revenue (2014) 1st App in China (created in 1998) 600M Active users (2015) $12B Revenue (2014) (created in 2010) 61.6M Smartphones Sold (2014) Sources: Investopedia.com The messaging giant Tencent’s WeChat app has become a full stack social platform. Features include: group messaging and calling, taxi-hailing, shopping etc. Revenues are earned from micro-transactions. The hardware genius Xiaomi sells directly to consumers high quality devices at low costs (smartphones, tablets, TVs etc.) and leans on its fan base to improve its operating system weakly. 22


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Accelerated economic metabolism Valued at more than $1B, unicorns have the same growth potential than GAFA in their early days. * MARKET CAP TO A BILLION * In average, unicorns reach a $1B valuation within 18 months. Sources: Exponential Organizations (by Salim Ismail), Wall Street Journal 2014: GAFA could afford all 42 Unicorns. 2015: GAFA can only buy the 3 largest (Xiaomi, Uber and Airbnb) *Total value of all Unicorns 23


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More than half of the unicorns born with GAFA’s infrastructures Number of tech companies valued at more than $1B by year of birth (pre-IPO and post-IPO) Apple Store Source: TechCrunch Android Store Google play 24


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[Case] Uber scaling fast thanks to GAFA Uber has built its whole service on top of infrastructures set out by GAFA. Access to users Data and server management - - App distribution on the AppStore, the Playstore and soon Facebook Messenger Data storage and management on Amazon Web services in its early stage. Driver navigation Payment - - Google Maps used to geolocate cars and users as well as to help drivers navigate Google Wallet and Apple Pay are used to complete transactions. 25


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Playing with GAFAnomics® rules New challengers obey the same rules as GAFA The free customer The utility value model The pirate management New customers enjoy the service for free for the first month of subscription. Recommended content based on user’s tastes. Unlimited vacation time. New customers referred are offered a €22 discount on their first booking. Flawless rental booking experience for both renters and lessors. Rapid recruitment process. Feedback given in maximum 3 days, leading to a 90% job acceptance rate. Customers’ cars are recharged for free, for life, at Tesla’s supercharger charging stations. Continuous update of cars’ software to improve drivers’ experience. Tesla’s CEO, Elon Musk, tweets job offers with direct email addresses. New referral customers are given their first ride free. Flawless user experience for both drivers and final users. No middle management. A rating system takes care of reviews and self-manages the whole fleet. 26


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[Case] Leaving space for competitors’ two digit growth Stepping ahead from Google, Microsoft is catching up with Amazon: Azure Cloud Platform experiences the biggest growth. In 2014, Microsoft Cloud service generated $6B, and is expected to reach $20B in 2018. MARKET SHARE YOY GROWTH Source: Synergy Research Group 27


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GAFA created an ever enlarging digital playground 28


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2 New Competitiveness, New Superpowers 29


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The secret to this new breed of companies GAFAnomics® companies are organized as networks, leveraging connections and interactions as a source of knowledge and therefore performance. “In the networked world, [the three most desirable things] are connections, connections and connections.” Breaking Smart Marc Andreessen & Venkatesh Rao


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GAFAnomics® companies build open networks A network is a system connecting a multitude of people, objects, and information to one another. By taking leadership on a large scale, GAFAnomics® companies become infrastructures, on which other companies want to connect to create value.


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Network economy: from concentration to distribution A concentrated economy A distributed economy - Assets ownership -  Connections access -  Localized work -  Distributed work -  Mass production -  Unit production -  Proprietary value -  Shared value -  Scarcity control -  Abundance management 32


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From the value chain… In an era of concentration, value flows along a value chain. Value is created and captured linearly from suppliers to final customers through basic buy and sell mechanisms. BUYS MATERIALS FROM SUPPLIERS SELLS PRODUCTS TO DISTRIBUTORS 33


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…to the value loop In an era of distribution, value flows inside a value loop. Value is endlessly captured and created for both companies and final users. Value flowing through the network can take various forms: service, time, money or data. 1 Google search engine is valuable: one-click access to any information. 2 Capturing users’ data optimizes Google’s search engine. VALUE CREATION VALUE CAPTURE 3 Businesses use Google AdWords to engage with final users. 4 Businesses index content: Google search becomes more valuable. 34


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Networks create growth leverage Network orchestrators are defined as companies building a network in which members create and share value. They outperform traditional companies on both revenues and margins. Average revenue compound annual growth rate (CAGR) 2011-2012 Average profit margin, 2013 THE WINNER SEEMS TO BE A HYBRID Source: Harvard Business Review (authors: Barry Libert, CEO of OpenMatters, Megan Beck Fenley, consultant at OpenMatters and Yoram Wind, Lauder Professor and professor of marketing at the University of Pennsylvania’s Wharton School in Philadelphia) 35


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A new economy requires new experts GAFAnomics companies all have a new breed of experts in their top management team: the Chief Economists, in charge of extracting value from networks through microeconomic and econometric analysis. “I joined the company in 2002 and initially worked on the economics of the AdWords auction. […] I have also worked on query and revenue forecasting, advertiser behavior, ad effectiveness […] We have hundreds of statisticians, econometricians, data scientists, and other quantitative analysts at Google.” Hal Varian Chief Economist at Google 36


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4 SUPERPOWERS TO OUTPERFORM IN THE NETWORK ECONOMY 37


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4 superpowers to outperform in the network economy Magnet enterprise – Aggregating and managing very small units Networked companies are able to detect, organize, and animate very small units of value. Their competitive advantage is to deal efficiently with billions of small transactions. Real-time enterprise – Instantly tuning value Networked companies use real-time data feedback to instantly optimize market fit and improve products’ value Their competitive advantage is instant fit-to-market. Infinite enterprise – Intimate enterprise Shooting for the 100% profit consumer Hospitality is the norm Networked companies use highly scalable software and services to achieve zero cost delivery once critical user mass is achieved. Their competitive advantage is speed of scalability and profitability. – Networked companies use customer knowledge to fine-tune and personalize the experiences they deliver to each customer. Large-scale customization is at the heart of their products. Their competitive advantage is customer hospitality and comfort. 38


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4 = MAGNET + REAL-TIME + INFINITE + ADAPTIVE Magnet enterprise Aggregating and managing very small units Networked companies are able to detect, organize, and animate very small units of value. They leverage excess capacities and user value creation to capture and deliver micro deals. Their competitive advantage is to deal efficiently with billions of small transactions. 39


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Magnet enterprise How it works Standard economy Network economy – – Companies take raw materials in input and produce finished products that are sold to consumers. Revenue unit = 100 Companies identify available value, as small as it is and capture it. They transform this value and redistribute it to consumers and producers while taking a cut. Revenue unit = 1 40


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Magnet enterprise [Case] Tapping into excess capacity A vacant room or apartment is not used to its full capacity. AirBnb identifies these excess capacities and matches demand for rentals with supply. Leveraging excess capacities at a large scale, Airbnb can now offer 2x more room than Hilton Worldwide at a zero marginal cost. (2015) Sources: Quartz, Wall Street Journal, FABERNOVEL estimates (2014) 41


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Magnet enterprise [Case] Enriching products with crowd creation The more apps available, the more attractive the iPhone gets. Launching its iOS Developer Program has enabled Apple to offer 1.5 millions apps on its AppStore. Developing as many apps internally would have demanded Apple more than 519,000 years worth of work. In return, Apple’s partners can “reach customers around the world on the App Store”. According to Apple, in 2014, the amount paid to developers reached $30B. Sources: Venture Beat, Apple, FABERNOVEL estimates 42


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4 = MAGNET + REAL-TIME + INFINITE + ADAPTIVE The real-time enterprise Instantly tuning value Networked companies use real-time data feedback to instantly optimize market fit and improve products’ value. They use optimum management and work in perpetual beta to answer user needs in real-time. Their competitive advantage is instant fitto-market. 43


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Real-time enterprise How it works Standard economy Network economy – – Companies produce and put new products on the market every other year. They don’t have information about their products’ usage for months. Companies produce a first minimum viable version of their products and perpetually improve it through iterative development. They closely monitor the usage of their products to answer their user’s needs in real time. 44


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Real-time enterprise [Case] Amazon monitoring the optimum Gathering and analyzing massive data on consumers, vendors and competitors, Amazon can determine what products to offer in what quantities as well as the optimal pricing during every step of a product’s lifecycle. Sources: Quartz, Recode, blog of Boomerang Commerce 45


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Real-time enterprise [Case] Perpetual beta serendipity Google leverages its network to identify emerging user needs and create products accordingly. In 2000, query monitoring revealed users were searching for a picture of Jennifer Lopez at the Grammy Awards. To meet users’ expectations, Google came up with the idea of creating a search engine for pictures: that’s how Google Images was born! Source: Business Insider 46


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4 = MAGNET + REAL-TIME + INFINITE + ADAPTIVE The infinite enterprise Shooting for the 100% profit consumer Networked companies use highly scalable software and services to achieve zero cost delivery once critical user mass is achieved. Thanks to network effects and zero marginal costs, they can grow indefinitely in revenue with minimal impact on costs. Their competitive advantage is speed of scalability and profitability. 47


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Infinite enterprise How it works Standard economy Network economy – – Companies have to produce an additional output to serve an additional customer. Their growth is constrained by their production capacity and by the marginal cost of production. Companies distribute non-competitive goods and can serve additional customers at virtually no additional cost, giving them an infinite growth opportunity. Additionally, they benefit from network effects and see the perceived value of their products increase with the number of users. This is much easier with immaterial goods. 48


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Infinite enterprise [Case] Network effects accelerating growth Since its birth, Facebook’s revenue has followed a near-exponential growth. The more users Facebook gets, the more users are attracted. Then the more businesses are willing to advertise on Facebook. And finally, the more Facebook generates revenue. This virtuous circle is at the core of Networked companies’ growth. Facebook’s annual revenue (in million U.S. dollars) Number of daily active Facebook users (in million) Source: Statista 49


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Infinite enterprise [Case] Scaling at zero marginal cost Launched in 2009, Waze is a traffic and navigation app that leverages crowd sourced real-time data from its users. Waze was duplicated and distributed at virtually zero marginal cost as users are in charge of the supply, and social media facilitates viral distribution. Acquired by Google in 2013 for $1.15 B, Waze has reached 50M users in 200 countries. Sources: Forbes, Slate, The Telegraph


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4 = MAGNET + REAL-TIME + INFINITE + INTIMATE Intimate enterprise Hospitality is the norm Networked companies use customer knowledge to fine-tune and personalize the experiences they deliver to each customer. Large-scale customization is at the heart of their products. Targeting and customizing their products to every single user, they create intimate long-lasting relationships. Their competitive advantage is customer hospitality and comfort. 51


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Intimate enterprise How it works Standard economy Network economy – – Companies produce in mass and sell a identical product to all their customers. Companies offer tailored products and customization possibilities to each of their customers, creating an intimate and long-lasting experience. 52


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Intimate enterprise [Case] Targeted information to the right audience 75% of the content consumed on Netflix is based on targeted recommendations, creating a unique catalog of movies for each user. Thanks to user behavior tracking and powerful algorithms, Netflix draws a specific profile of every single one of them. Based on their tastes, their behaviors, their apparent humor, and to the time of the day, Netflix tailors each viewing experience. Source: Business Insider 53


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Intimate enterprise [Case] Mass customization through software Every iPhone becomes unique after its 30 first minutes of usage, depending on the apps downloaded by each user. Source: Wall Street Journal 54


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Leverage networks to embrace superpowers By structuring themselves as networks, companies can automatically benefit from these 4 superpowers and compete in the new economy. Magnet enterprise Networked company Real-time enterprise Infinite enterprise Intimate enterprise 55


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Reward is growth GROWTH Network GROWTH OPPORTUNITY T Classic Growth Source: FABERNOVEL Network Growth 56


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3 How Do I Open an Office in GAFAnomics®? Or how to become a networked company with two digit growth


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All areas can be connected to the networks Reach and retain customers Streamline operations Recruit and manage talents Fulfil and sell to customers Design products and services Core Business & Finance Build products and services 58


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5 strategies to win in a GAFAnomics world In a world dominated by GAFAnomics, legacy companies can either connect to existing networks or create networks of their own. Connect to existing networks Create your own networks


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Plug in to GAFAnomics Know how to leverage GAFAnomics’s massive networks, the new century’s infrastructures. Using GAFAnomics as distribution channels Using GAFAnomics’s features to improve your services Fulfill and sell to customers The wide array of services created by GAFAnomics can be leveraged to create new experiences for users. Reach and retain customers Design products and services Plug in to Build products and services Recruit and manage talents Streamline operations FedEx’s online service is built on the Google Maps engine Chase Bank’s app users can now log in with iPhone’s TouchID


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Partner with GAFAnomics Deal some exclusive partnerships to create a competitive edge. Some large companies have already implemented this strategy very successfully: Audi x Amazon Southwest Airlines x Apple Allianz x Tesla Audi partnered with Amazon to test ecommerce deliveries into trunks of customers’ vehicles in Munich Southwest Airlines offers Apple’s Beats music service for free on their flights Allianz partnered with Tesla to offer drivers tailored insurances for their forwardlooking electric cars. 61


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Compete head-on with GAFAnomics Compete with GAFA on their own turf. Unless you can offer a superior twist to an existing value proposition, competing with the entrenched network and data effects of the GAFAnomics is too resources-consuming. In an attempt to compete with LinkedIn, the Wall Street Journal launched its own professional network in 2013: WSJ Profile. Fighting against Linkedin’s network effects coming from a growing installed user base, WSJ profile never took off. 62


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Differentiate from GAFAnomics Compete by going where GAFA have not been. This strategy requires a lot of up-front investment in technology in order to reach critical mass, but it can pay off. Nike Accor Hotels By launching Nike +, and by focusing on developing software for sports’ IOT, the company has capitalized on its success in the sports equipment market to impose itself as one of the major player in the IOT market becoming a sports network orchestrator. By opening its booking platform to independent hotels, Accor Hotels built a serious competitor to Booking.com thanks to its hospitality expertise and additional services. 63


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Co-innovate with GAFAnomics Experiment hand-in-hand with GAFAnomics. Legacy companies will find the best returns on their investments when they work with GAFAnomics to explore new business horizons. Facebook and Eutelsat Apple and IBM Google and Levi’s Partnered on a satellite initiative to provide internet access in Africa Collaborated to create more than 50 business-focused apps for iOS. Worked hand in hand to bring to market innovative textiles with digital-sensing capabilities 64


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Co-innovate without GAFAnomics Legacy companies can join forces to compete in this new economy Audi, Daimler and BMW BMW and Sixt From car manufacturers to mobility network From car manufacturer to car sharing In 2015, Audi, Daimler and BMW acquired Nokia’s HERE maps, supercharching a serious competitor to Google Maps. In 2011, BMW and SIXT launched a joint venture for a premium car sharing service. As of November 2014, DriveNow has over 330,000 customers in 6 countries. Disney, Fox and NBC From television groups to streaming networks In 2007, The Walt Disney Company, Fox and NBC together launched Hulu, as streaming service to compete with existing networks. Hulu has more than 6M subscribers worldwide. 65


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One golden rule: Connect and Open “There is no future for hermetically sealed closed systems in the Network Economy. […] Every time a closed system opens, it begins to interact more directly with other existing systems, and therefore acquires all the value of those systems.” Kevin Kelly Wired co-founder


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…And it works [Case] Open Microsoft One imperative: « Build stuff that people like » One symbol: « Microsoft Loves Linux » Microsoft opening up… •  Since late 2014, Microsoft Office is free for download and use on Apple and Android devices •  Launched in August 2015, project Astoria enables developers to port Android apps to Windows 10 Mobile devices … a strategy paying off •  Revenue: $93.6B (+10% vs. 2014) Since Statya Nadella took on the position of CEO in February 2014, things have changed at Microsoft. Sources: The Verge, Ars Technica, Microsoft Annual Report 2015 67


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Are you next


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Get fresh news on GAFAnomics® Register to our newsletter on www.GAFAnomics.com 69


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See also… GAFAnomics®, New Economy New rules (2014) - 197k views on Slideshare Linkedin, The serious Network (2013) Facebook, The Perfect Startup (2012) 197k views on Slideshare 6 365k views on Slideshare ••• Apple: 8 Easy Steps to Beat Microsoft (and Google) Everything you always wanted to know about  Google…But  were  afraid  to  ask Paris, September 2010 Paris, December 2008 mazon.com THE HIDDEN EMPIRE Three digital engines to reshape and dominate retail Amazon, The Hidden Empire (2011) 918k views on Slideshare Apple, 8 easy steps to beat Microsoft (and Google) (2011) 179k views on Slideshare Google, Everything you always wanted to know (2008) 540k views on Slideshare And more. 70


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4 sessions to become a GAFAnomics expert (customer, innovation and organization, network economy, strategy) and implement their best practices toyour business Inspiring keynotes Collaborative workshops Cross-sessions business case Certification and alumni community First session in December 2015 (Paris) Information and inscriptions on academy.gafanomics.com 71


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We are A new world needs new solutions Who we are  Our offices What we do We are a “digital native” organization of a new type, nourished by a unique culture and incomparable talents. We gather wide and cutting-edge capabilities –in strategy, software, design and data marketing – boosting our clients’ competitiveness. From our offices in San Francisco, Paris, Toulouse, Lisbon and Moscow, we work with clients everywhere in the world to help them define and develop new opportunities. We transform feared disruptions into business opportunities. We craft impactful user experiences that benefit our clients and their customers. We build agile prototypes to test and develop strong strategic assets. And we play a prominent role with a sustainable impact, in the best ecosystems. At startup speed. @FABERNOVEL facebook.com/FABERNOVEL FABERNOVEL.com


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A full stack and digital native company to identify levers for competitiveness Stéphane DISTINGUIN Founder & CEO FABERNOVEL stephane.distinguin@fabernovel.com Cyril VART VP Strategy & Development FABERNOVEL cyril.vart@fabernovel.com Leila TURNER CEO FABERNOVEL Paris leila.turner@fabernovel.com Dominique PIOTET CEO FABERNOVEL US & PARISOMA dominique.piotet@fabernovel.com Baptiste BENEZET CEO Applidium baptiste.benezet@applidium.com Alexis Godais CEO Buzzaka alexis.godais@buzzaka.com Kevin GENTIL-CANTIN Co-founder & CEO lagencemedia kevin@lagencemedia.fr Antonin TORIKIAN CEO Institut FABERNOVEL antonin@institutfabernovel.com Yassine BELFKIH Co-founder & CEO lagencemedia yassine@lagencemedia.fr


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Credits RESEARCH Stéphane DISTINGUIN Cyril VART Sarah NOKRY Kevin ECHRAGHI Founder & CEO VP Strategy & Development Louis MOULLARD Project Analyst Senior Project Analyst Senior Project Analyst DESIGN Benoit TALABOT Amaury BOTREL Audrey DA CRUZ Partner & Creative Director Art Director Junior Art Director SPECIAL THANKS Robin Chase (Peers Inc) | Vivek Badrinath (Accor) | Angelos Souriadakis (Ylios) | David Salabi (Financière Cambon) | Philippe Février (Veltys) François Druel | Jean-Christophe Liaubet (Exane) | Air France Manager Café Pierre-Baptiste Goutagny (Ex-FABERNOVEL Paris) | Elisa Jo Harkness (FABERNOVEL US) 74


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BUSINESS INQUIRIES PARIS Leila Turner leila.turner@fabernovel.com TOULOUSE // PARIS 17 rue du faubourg du Temple 75010 Paris +33 1 42 72 20 04 meet_paris@fabernovel.com // SAN FRANCISCO MEDIA INQUIRIES 169 11th St. San Francisco, CA 94103 USA +1415 626 6406 Amelie Pauvert amelie.pauvert@fabernovel.com meet_sf@fabernovel.com Paul Bois paul.bois@fabernovel.com // NEW YORK 150 West 25th St. , Suite 503 New York, NY 10001 Dominique Piotet +1415 298 02 09 dominique.piotet@fabernovel.com meet_nyc@fabernovel.com SAN FRANCISCO LISBON // MOSCOW Nuno Ribeiro 3-iy Monetchikovskiy Peureulok nuno.ribeiro@fabernovel.com MOSCOW 17, Stroenie 2 Moscow 11054 Russia +7(999) 639 80 82 meet_moscow@fabernovel.com Lev Samsonov lev.samsonov@fabernovel.com 75


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