Description
Hello everyone,
The next SMA3 is on Maruti Suzuki India Limited. To prepare for this SMA, you will need to read the case and Annual Report, download and read PowerPoint 4, watch the ecosystem video, and look at the sample paper.
Everyone should have the same GIP:
Goal: We will deliver products and services of superior value, with the aim of being a company that is essential to people and society
Industry: Automobile
Product: Cars
Ecosystem: Electric Vehicles
Steps in conducting the ecosystem analysis:
Identify all of the industries that are involved with the electric vehicle ecosystem (be comprehensive) – start with manufacturing, financing, and dealers and add additional industries). Each industry should have 3 characteristics and each one should be cited.
Draw an ecosystem model in PowerPoint with consumers in the middle – this shows the relationships between industries (do not draw lines among all industries or between industries that will not communicate). Copy the model into the post as a PNG file by screenshot.
Relationships should be identified and discussed and should be cited.
Bibliography should have at minimum of 5 different references not including the case and the annual report. References must have the APA format similar to the sample paper.
Grading rubric:
10% Word count
10% Missing Citations
10% References
10% Format
20% Model
20% Characteristics
20% Relationships
Unformatted Attachment Preview
SAMPLE STRATEGY MODEL ANALYSIS PAPER
INFO 6790
Ecosystem Analysis
Zoom Communications
GIP:
Goal: Zoom provides frictionless video communication environment to encourage professional
interaction.
Industry: Online video technology.
Product: Meetings.
INDUSTRIES / PLAYERS:
(Needed: 4+ industries and 3 characteristics for each industry)
Network Provider
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AT&T and Zoom collaborated to give customers clear audio and video for communication, which
can accommodate thousands of participants at once, and allow seamless embedding of third-party
applications within Zoom meetings, enhancing collaborative features to increase productivity in
virtual and hybrid workspace. (AT&T Intellectual Property, 2021)
Zoom is designed to run in 3G, 4G/LTE, WIFI or a wired connection regardless of what internet
provides customer uses. It is suggested to have a minimum range of 0.6-1.5Mbps for Zoom to
function basic tasks such as a one-to-one video calls with uploads and downloads.
(BuyTVInternetPhone, 2022)
Zoom utilizes Lumen Technology’s fiber network to strengthen and provide exceptional quality
video communication platforms, where they help organizations grow in secure conditions.
(Lumen Technologies, 2020)
Hardware and Software
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Zoom allows customers to join a meeting in a web browser, although with limited services,
without downloading any plugins or software. This feature doesn’t require the customers to signin to a zoom account, however they need to identify themselves and are subject to require
permission from the host. (Zoom Video Communications Inc, 2021)
As businesses have relied on Zoom for communication, Zoom has partnered with Lenovo’s
ThinkSmart to feature devices that area designed to handle the Zoom meetings. (Lenovo Tech
Today, 2022)
“Zoom delivered by Lumen” allows organizations to shift to cloud environment efficiently and
securely, making the video-first Zoom platform virtually accessible from anywhere. (Lumen
Technologies, 2022)
Canva offers extensive choices of virtual backgrounds for Zoom meetings, to reinforce the
meeting’s quality with professional atmosphere no matter where participants are working from.
(Canva, 2021)
Information Technology
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Zoom technical experts are available 24/7 at customer’s disposal to provide support and solutions.
(Zoom Video Communications Inc, 2022)
Zoom’s architecture allocates the intelligent agents in customer’s devices to effectively encode
and decode depending on the performance of customer’s technology, network speed and stability,
etc. (Zoom Video 2021 Annual Report, 2021)
Zoom allows users to enhance the security of their meetings by giving them option to enable or
disable feature to only let authenticated participants to join their meeting. (Zoom Video
Communications Inc, 2022)
Banking and Finance
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Zoom accumulated a revenue of over $2.65 billion in 2021 from its cloud-based platform, that
provides unified communication services. (Vailsherry, 2022)
While, basic Zoom meetings are free, it comes with limited functionalities. An individual or an
organization can purchase additional plan with extended functionalities for as low as
$14.99/month/license. (Zoom Video Communications Inc, 2022)
Zoom facilitates its users with wide range of payment options, that has made it easier for users to
manage their subscriptions. It also allows users to pay manually or put their account on autopay.
(Zoom Video Communications Inc, 2022)
ECOSYSTEM MODEL:
Network
Provider
Banking and
Finance
Consumers
Hardware and
software
Information
Technology
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RELATIONSHPS:
Network Provider
1. With information technology: AT&T’s teleconference reservation provides an exclusive URL,
which helps users access reliable video and audio conferencing at supported devices. (AT&T
Intellectual Property, 2019)
2. With consumers: In a geographically distributed infrastructure, where people from all over the
world are relying on Zoom communications to fulfill their professional and personal interactions,
proper network connection will let customers access Zoom’s cloud platform from anywhere.
(Zoom Video Communications Inc, 2020)
Hardware and Software
1. With information technology: Zoom’s performance and user experience depends on the
interoperability of their platform across all devices and operating systems and support all thirdparty applications. Zoom Communications might not function properly if they are not able to
sustain good relationship with third party organizations and congregate their platforms and
solutions. (Zoom Video Communications Inc, 2022)
2. With consumers: Zoom integrates consumers into building new products and services, such as
backgrounds for videos and co-creates with consumers. (Canva, 2021)
Information Technology
1. With hardware and Software: To reduce crowding and network failure, Zoom spread its servers
across 17 data centers around the world. (Kominers, 2020)
2. With consumers: IT organizations put the security in place for Zoom to securely provide reliable
services to its customers and employees. (Kominers, 2020)
Banking and Finance
1. With network provider: Zoom intends to retain their profits and earnings to invest and
contribute to the further development of the products they offer. (Zoom Video 2021 Annual
Report, 2021)
2. With consumers: Zoom’s flexible pricing model helps them receive utmost customer
satisfaction. They give customers complementary features such chat-box with meeting product.
(Kominers, 2020)
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BIBLIOGRAPHY:
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AT&T Intellectual Property, (2021). Keep employees connected and contributing, wherever
they work in the U.S. Retrieved from
https://www.business.att.com/content/dam/attbusiness/infographics/ATT-Conferencingwith-Zoom-Infographic.pdf
Zoom Video Communications Inc, (2020). Zoom and Lumen Partner To Deliver Enhanced
Collaboration Experience. Retrieved from https://investors.zoom.us/news-releases/news-
release-details/zoom-and-lumen-partner-deliver-enhanced-collaboration-experience
BuyTVInternetPhone, (2022). Retrieved from https://www.buytvinternetphone.com/blog/internetspeed-need-for-zoom
Zoom Video Communications Inc, (2021). Getting started with the Zoom web client. Retrieved
from https://support.zoom.us/hc/en-us/articles/214629443-Getting-started-with-the-Zoom-webclient
Lumen Technologies, (2020). Lumen and Zoom combine technology and collaboration platforms
to deliver an amazing experience. Retrieved from https://news.lumen.com/2020-11-23-Lumenand-Zoom-combine-technology-and-collaboration-platforms-to-deliver-an-amazing-experience
AT&T Intellectual Property, (2021). Communicate better with clear audio and video. Retrieved
from https://www.business.att.com/content/dam/attbusiness/briefs/zoom-meetings-with-att.pdf
Reviews, (2021). What Internet Speed Do I Need for Zoom? Retrieved from
https://www.reviews.org/internet-service/zoom-technical-requirements/
Lenovo Tech Today, (2022). Smarter rethinks collaboration. Retrieved from
https://techtoday.lenovo.com/us/en/thinksmart-for-zoom
Lumen Technology, (2022). Retrieved from https://www.lumen.com/help/en-us/ucc/zoom.html
Zoom Video Communications Inc, (2022). Retrieved from https://community.zoom.com
Zoom Video Communications Inc, (2022). Retrieved from https://support.zoom.us/hc/enus/articles/360037117472-Configuring-authentication-settings-and-profiles
Vailsherry, (2022). Zoom Video Communications, Inc. – Statistics & Facts. Retrieved from
https://www.statista.com/topics/8249/zoom-video-communications-inc/#topicHeader__wrapper
Zoom Video Communications Inc, (2020). Retrieved from
https://explore.zoom.us/docs/doc/Zoom%20Connection%20Process%20Whitepaper.pdf
Kominers, (2020). Zoom Video Communications: Eric Yuan’s Leadership during COVID-19.
Boston: Harvard Business School Publishing.
Zoom Video Communications Inc, (2021). Zoom Video 2021 Annual Report.
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Innovation Strategy
Spring 2024
Dr. Donald L. Amoroso
Endowed Professor of Innovation and Strategy
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Ecosystem Analysis
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Understanding an
Ecosystem
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Definition of an Ecosystem
• Ecosystem – a community of interacting organisms and their
environment. Living things interact with each other and also
with non-living things like soil, water and air.
• Business ecosystem – the network of organizations—including
suppliers, distributors, customers, competitors, government
agencies, and so on—involved in the delivery of a specific
product or service through both competition and cooperation.
• Information technology ecosystem – the network of
organizations that drives the creation and delivery of
information technology products and services.
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Functioning of an Ecosystem
• Each component of an ecosystems has to be living.
• Energy maintains the life of an ecosystem. Some of the energy
comes from the interacting of the elements of the ecosystem.
• All components have to be present; ecosystems cannot have any
missing elements.
• The whole is greater than the individual parts.
• All components have to be interacting with some of the other
components.
• Sometimes some of the elements of an ecosystem are replaced
by another element over time.
• Ecosystems must always be in equilibrium.
• Ecosystems must have food (input) and produce a product
(output).
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Components of an Ecosystem Model
Passaload management
Online banking
Checking balances
Transferring money
E-Wallet /
Mobile Department Store Locator
Upgraded texting program
Mobile Prayer Application
Mobile social media
Content
providers
Paym ent
system s
Application
developers
Handset Manufacturers
Handset functionality
QR code readers
Gadget convergence
User interface friendliness
R&D
Consumers
Handset
manufacturers
Consumers
Consumer adoption
Consumer behavior
Trust
Loyalty / Inertia
Innovativeness
Infrastructure
providers (cell
towers,
middleware)
Carriers
Mobile monitoring
Mobile Internet search
Location services
Programming environments
for development
Carriers
Business model
Investment
Value measurement
R&D
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Components of an Ecosystem Model
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Components of an Ecosystem Model
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Modeling an
Ecosystem
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Modeling an Ecosystem
Process
1. Identify the high-level product (or service) which will be
represented by the ecosystem. Discuss the functionality of the
product (or service).
2. Identify the consumer (patient, citizen, student, etc.) of the product
(or service).
3. Identify all of the industries (components) that need to be part of
the ecosystem. Be careful not to miss any industry as all of the
elements need to be identified as ecosystems are comprehensive.
4. Identify the outputs for each industry; in other words, what is the
contribution made for each industry to the ecosystem.
5. Identify the relationships between the industries with each other.
Note: all industries do not need to interact with all other industries.
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Modeling an Ecosystem
Process
6. Draw each rectangle into the model which represents a
separate and unique industry.
7. Add the consumer, citizen, patient, etc. to the middle of the
model.
8. Draw the relationships between industries using a line and
arrow. The arrow shows the direction of the relationship
which can be one-way or two-way. Each line and arrow
represents a unique relationship. (Note: there is no need to
draw more than line between two rectangles.)
9. Add the bulleted list of outputs next to each industry box.
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Components of an Ecosystem Model
Passaload management
Online banking
Checking balances
Transferring money
E-Wallet /
Mobile Department Store Locator
Upgraded texting program
Mobile Prayer Application
Mobile social media
Content
providers
Paym ent
system s
Application
developers
Handset Manufacturers
Handset functionality
QR code readers
Gadget convergence
User interface friendliness
R&D
Consumers
Handset
manufacturers
Consumers
Consumer adoption
Consumer behavior
Trust
Loyalty / Inertia
Innovativeness
Infrastructure
providers (cell
towers,
middleware)
Carriers
Mobile monitoring
Mobile Internet search
Location services
Programming environments
for development
Carriers
Business model
Investment
Value measurement
R&D
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Steps in Ecosystem Analysis
1. Clearly agree on the firm’s altruistic goal, industry, and
products/services GIP
2. Conduct the external strategic analysis
– Know the gaps and where technology can play
– Determine where the organization wants to go next
3. Conduct the internal strategic analysis
– Logically model all of the key processes in the organization
– Determine which processes require reengineering and/or
design
4. Conduct a cultural analysis
– What is some unique feature of a culture that identify it? (for
example, trains in Japan)
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Steps in Ecosystem Analysis
5. Understand all of the players in the ecosystem
– Determine what the products from each of the players (industries)
– Build a model showing relationships between the ecosystem
players
6. Develop relationships with one or more players (NTT Docomo –
JREast)
– Build a strategy to co-create one or more products (train
schedules)
– Determine the business model for the innovation
7. Build a prototype for demonstration
– Develop a working prototype for discussion
– Test the product with the consumer
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Steps in Ecosystem Analysis
8. Complete a Blue Ocean Strategy analysis.
9. Conduct consumer (market) analysis:
– Determine the factors critical to consumer adoption
(studies)
– Generate surveys to ascertain consumer factors of product
adoption success
– Analyze the data to determine the correlations
10. Determine the innovative-type technology needed to create
the innovation. (alternatives)
– For example, near-field Sony Felica chip
– Develop relationship, acquire, or build the technology
integration
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Transforming an
Ecosystem
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Transforming the Ecosystem
Gray, et al 2013
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Transforming an Ecosystem
Process:
• Create edge service processes for interacting with customers.
• Create core service processes carried out by highly trained IT
professionals.
• Make value chain digital processes effective before activating
consumer interaction.
• Co-create new products (or services) with customers.
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Transforming an Ecosystem
Wessel, et al 2016
1. Establish what you must do
2. Develop better metrics
3. Create commercial opportunities for partners
Kramer, et al 2016
1. The imperative – creating shared value
2. The barriers – companies don’t operate in isolation
3. The way forward – organizations must initiate a collective impact
• A common agenda
• A shared measurement system
• Mutually reinforcing activities
• Constant communication
• Dedicated backbone support
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Transforming the Ecosystem
Kramer & Pfitzer, HBR, 2016
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Transforming an Ecosystem
Barriers to transforming an ecosystem:
• Incapable of supplying basic infrastructure and services to
consumers
• Misaligned government policies or informal rules
• Inhospitable market conditions
• Socioeconomic conditions prevent conventional business
models from succeeding
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Transforming the Ecosystem
Kramer & Pfitzer, HBR, 2016
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Transforming an Ecosystem
Building shared value:
• Implementing corporate social responsibility policies
• Treating social challenges as business opportunities
• Strengthening communities in which a company operates
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Transforming the Ecosystem
Kramer & Pfitzer, HBR, 2016
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Case Study:
Transforming an
Ecosystem
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Ecosystem: Mobile Innovation
NTT Docomo created an ecosystem for the mobile wallet in
1999, continuously co-creating new products for mobile
consumers.
In this case study, NTT Docomo co-created with Japan Rail
East in Tokyo to provide detailed train schedules and pricing.
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Ecosystem: Mobile Innovation
• NTT DoCoMo, having successfully launched the i-Mode (first
smartphone Internet connection) looked outward for an
innovation.
• They developed a partnership with JR East to develop a joint
mobile product set for applications that constituted an
intersection between the two company industries.
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JR East passenger traffic:
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– Shinjuku Station – 3.6 million people per day
– Ikebukuro Station – 2.7 million people per day
– Shibuya Station – 2.4 million people per day
Product set developed included:
– Mobile train schedules
– Suica e-wallet innovation
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Ecosystem: Mobile Innovation
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Ecosystem: Mobile Innovation
JR East
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Ecosystem: Mobile Innovation
WAON
Credit card company
Net mileage
UFJ Bank
nanaco
G point
Mizuho Bank
Daimaru
JAL
ANA
Lawson
Yahoo!
Tokyu
Edy
Suica
ENEOS
Tokyo Electric Power
Company
MatsumotoKiyoshi
HuCARD
Yamada Denki
PASMO
Big Camera
Rakuten
TSUTAYA
Collaboration around enterprise currencies
Derived from the Present and the Future of Electronic Money in Enterprise Currencies
– Electronic Money
– Reward Points
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Ecosystem: Mobile Innovation
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Ecosystem: Mobile Innovation
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Ecosystem: Mobile Innovation
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