Triple Play

경영관련/KAIST MBA 2010. 10. 5. 17:46
by John J. H. Oh(jhoh @ pulsus.co.kr)
blog.naver.com/jjhoh

IT industry overview from the perspective of solutions.

1. 3 Agony of 3.0 Era
 - stalled growth
 - diminishing margin
 - difficult sustainability

2. Challenge for a high-tech company
 - Technology oversupply
 - Market uncertainty
 - Global competition
 - Everybody innovates
 - Technology paradox - Moore's law
 - Doing more with less
 - Recession
Should we work in the field of high-technology?

3. Category maturity life cycle


4. Four innovation zones
- Product leadership zone, customer intimacy zone, category renewal zone, operational excellence zone

5. From Apple's case
 - how did they drive their strategy out of this situation?
 - Triple play to kill 3 agonies at the same time

 - Create technology platform
 - Reinvent business model
 - Create iCon
 - Propagate Philosophy
 - Love your customers
 - Create ecosystem

Generation 3.0 : nugg.ad Cleverset, attensa
Their internet 1.0 -> my internet 2.0 -> our internet 3.0


Almost no body make money from making textile. From textile industry to fashion industry. 

LVMH : They hold so many brands. 
LVMH acquired 3 low price company and then converted those companies into luxury brand. 

Similar patterns are found between Apple & LVMH's stock price trends. 


6. Luxury Business
 - Technology is commodity
 - Design is a core competence
 - Product = service
 - Outsourcing
 - Virtual integration
 - Value chain sharing
 - Creative director

7. Create Technology Platform 
 - Why we need to build platform? cost reduction, time to market, save resources, lock users, create ecosystem around it, differentiated user experience
 - 

8. Design is a core competence
BMW A50 failed due to silence. 

Sound Design : Engine sound, Wiper, Window, Reinforces engine sound

Reinventing your business model. 

9. 3.0 Trend : Product = Service
SaaS, salesforce.com, google docs

Who is Nokia's main competitor?

10. iCon : who makes brand identity?

11. Preach Philosophy

12. Love affair

13. Ecosystem Platform

--

I expected many things from this lecture since Dr. Oh is a professor at POSTECH and also a C.E.O. of Pulsus. Actually I expected the lessons how he had gone through the nowadays business difficulties in IT & technology centric business with his own business and how he had survived successfully. However unlike my expectations, he covered only the portion of the fancy, nice implementations of how businessman could get over these difficulties. His lecture lacked how he applied those nice theories in his real business and what results he had got through those applications overall. In terms of insight and implementations he mentioned, those are very nice words or catch phrases, I think. However we, as MBA students in business school, already learned those things so many times in lectures, case studies and other related seminars.

I’m here not trying to say his lecture was ‘meaningless.’  Some of his points are very insightful, which I totally agree with. He mentioned ‘3 agonies of 3.0 Era’, ‘Challenges for a high-tech company’ during his lecture. I could define those phenomena into 2 words; those are ‘Uncertainty’ and ‘Instability.’ Regardless of our willingness to accept those trends, now we are facing totally unprecedented uncertain and instable market especially in high-tech market. Those trends are inevitable, I dare to say. So, how could we get over those hard trends and difficulties? This question could be our main points we should answer.  Dr. Oh actually answered this question by providing 6 implementations; ‘Create technology platform’, ‘Reinvent business model’, ‘Create iCon’, ‘Propagate philosophy’, ‘Love your customers’, and ‘Create ecosystem.’ In my point of view, those 6 implementations are just one trendy way of overcoming current difficulties we face. Frankly to say, so many people are talking about very similar implementations like Dr. Oh’s under influences from Apple & Google’s success. At this point, I sometimes feel that why we are always trying to seek the trendy, fancy solution against some changes of market or trends. We, especially Koreans, have a tendency to stick to some ‘one-shot’ fancy solutions, I think. But there are no ‘one-shot’ solutions to fit to all the business changes.

Now I would like to say my opinions toward fast changing market situation. Regarding ‘Customers as human being’ is the best solution to this uncertain and instable market. Without understanding ‘Customers’, we could not get over any business difficulties we face or will face. Business development could be regarded as series of process that try to understand customers better, I think. We are worried about the uncertain & instable market situation. At the same time our customers are also worried about the fast changing society and fast development of technology. Our customers are all worried about their being isolated from the main changing trends as well, while they also want to adopt technology actively. This customers’ fear or discrepancy could be our main target points that we should serve during our business. After understanding our customers as ‘Human being’, we could make our business in full flourish. 


2010년 10월 5일
Posted by 뚜와띠엔
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