Монетизация инноваций. Как успешные компании создают продукт вокруг цены [заметки]

1

Последние данные IHS Automotive (исследовательской компании) говорят о том, что глобальный автомобильный бизнес оценивается в $5 трлн. https://www.ihs.com/pdf/MegaPlatforms_231671110915583632.pdf и Aftermarket2.pdf

2

Chris Reiter and Christian Wuestner. «Porsche Has an Identity Crisis Amid Its SUV Success». Bloomberg Business. July 5, 2012. www.bloomberg.com/bw/articles/2012-07-05/porsche-has-an-identity-crisis-amid-its-suv-success

3

Craig Trudell and Mark Clothier. «How Chrysler’s Dodge Dart Missed the Mark». Bloomberg Business. January 31, 2013. www.bloomberg.com/bw/articles/2013-01-31/how-chryslers-dodge-dart-missed-the-mark

4

Wieden + Kennedy. «How to Change Cars Forever». www.wk.com/campaign/how_to_change_cars_forever/from/dodge

5

Richard Read. «Why Isn’t the Dodge Dart Selling?» The Car Connection. January 22, 2013. www.thecarconnection.com/news/1081847_why-isnt-the-dodge-dartselling

6

Timothy Cain. «September 2015 YTD U.S. Passenger Car Sales Rankings – Top 158 Best-Selling Cars In America – Every Car Ranked». Good Car Bad Car. October 3, 2015. www.goodcarbadcar.net/2015/10/usa-september-2015-carsales-stats-by-model.html. The Dart’s sales in the first nine months of 2015 were 68,319 versus 278,742 for the Corolla and 249,749 for the Civic.

7

Sarah Green Carmichael. «The Silent Killer of New Products: Lazy Pricing». Harvard Business Review. September 9, 2014. https://hbr.org/2014/09/the-silentkiller-of-new-products-lazy-pricing/

8

Dr. Rob Adams. «Market Validation». Texas Executive Education, University of Texas McCombs School of Business. www.mccombs.utexas.edu/execed/take-aclass/marketing/market-validation. Accessed January 28, 2016.

9

http://www.wsj.com/articles/SB10000872396390443720204578004980476429190

10

Martin Grueber and Tim Studt. «2014 Global R&D Funding Forecast». R&D Magazine. December 2013. https://www.battelle.org/docs/tpp/2014_global_rd_funding_forecast.pdf

11

World Intellectual Property Organization. «World Intellectual Property Indicators». 12, 2014. www.wipo.int/edocs/pubdocs/en/wipo_pub_941_2014.pdf

12

Рыночная капитализация Amazon достигла $273,4 млрд по сравнению с $204,9 млрд Walmart (по данным на 28 января 2016 года). http://quotes.wsj.com/WMT, http://quotes.wsj.com/AMZN

13

Brad Molen. «Amazon Fire Phone Review: A Unique Device, but You’re Better Off Waiting for the Sequel». Engadget. July 22, 2014. www.engadget.com/2014/07/22/amazon-fire-phone-review/

14

Austin Carr. «The Real Story behind Jeff Bezos’s Fire Phone Debacle and What It Means for Amazon’s Future». Fast Company. February 2015. www.fastcompany.com/3039887/under-fire

15

«When Stuff Sucks #makeitright». Three, www.three.co.uk/makeitright. The advertisement for Hutchison’s Three mobile service can be viewed there.

16

Pete Pachal. «How Kodak Squandered Every Single Digital Opportunity It Had». Mashable. January 20, 2012. http://mashable.com/2012/01/20/kodak-digitalmissteps/#UQGV2CTkjZqy

17

Jennifer Valentino-DeVries. «From Hype to Disaster: Segway’s Timeline». Wall Street Journal Digits blog. September 27, 2010. http://blogs.wsj.com/digits/2010/09/27/from-hype-to-disaster-segways-timeline/

18

«Segway Inc.». Wikipedia, last modified November 25, 2015. https://en.wikipedia.org/wiki/Segway_Inc.

19

Bloomberg News. «Segway Bought by Xiaomi-Backed China Transporter Startup Ninebot». Bloomberg News. April 15, 2015. www.bloomberg.com/news/articles/2015-04-15/xiaomi-backed-startup-says-it-plans-to-buy-u-s-rival-segway

20

Nick Bilton. «Why Google Glass Broke». New York Times. February 4, 2015. www.nytimes.com/2015/02/05/style/why-google-glass-broke.html?_r=0

21

Thomas C. Frohlich. «Worst Product Flops of All Time». 24/7 Wall Street. March 3, 2014. http://247wallst.com/special-report/2014/03/03/worst-product-flopsof-all-time/#ixzz3inYE1gyy

22

Ellen Byron. «Gillette’s Latest Innovation in Razors: The 11-Cent Blade». Wall Street Journal. October 1, 2015. www.wsj.com/articles/SB10001424052748704789404575524273890970954

23

Информационный бюллетень по инновационным проектам Procter & Gamble для Gillette Guard. www.pg.com/en_US/downloads/innovation/factsheet_final_Gillette_Guard.pdf

24

Mae Anderson. «Going into Homes to Make a Product People Like». Yahoo News. November 28, 2015. http://news.yahoo.com/going-homes-productpeople-151614434-finance.html

25

«Shaving Statistics». Statistic Brain Research Institute. August 18, 2012. www.statisticbrain.com/shaving-statistics/

26

Ellen Byron. «Gillette’s Latest Innovation in Razors: the 11-Cent Blade». Wall Street Journal. October 1, 2015. www.wsj.com/articles/SB10001424052748704789404575524273890970954

27

Sarah Green Carmichael. «The Silent Killer of New Products: Lazy Pricing». Harvard Business Review. September 9, 2014. https://hbr.org/2014/09/the-silentkiller-of-new-products-lazy-pricing

28

«Where Does Microsoft Make Money?» Tanner Helland, updated 2013. www.tannerhelland.com/4993/microsoft-money-updated-2013

29

Charles Miller. «Ryanair and EasyJet: The History of the Peanut Airlines». BBC News. June 20, 2013. www.bbc.com/news/business-22888304

30

Ryanair home page. https://www.ryanair.com/gb/en/. Accessed January 28, 2016.

31

«Ryanair 2014 Annual Report». http://investor.ryanair.com/wp-content/uploads/2015/04/2014-Annual-Reports-Annual-Report.pdf

32

«History of the Michelin Group». www.michelin.com/eng/michelin-group/profile/history-of-the-michelin-group/

33

Georg Tacke, David Vidal, and Annette Ehrhardt. «The Key to Higher Profits: Pricing Power». Simon-Kucher & Partners. April 2013. www.nelsonpricing.com.ar/biblioteca_pricing/2013_04_The_key_to_higher_profits_Tacke_G.pdf

34

Amy Konary. «The New Software Landscape: Monetizing and Protecting Emerging Business». IDC Analyst Connection. November 2014. www.arxan.com/wpcontent/uploads/assets1/pdf/IDC_1801.pdf

35

Nick Wingfield. «How’s My Driving? The Insurer Knows». New York Times. June 10, 2015. http://bits.blogs.nytimes.com/2015/06/10/hows-my-driving-theinsurer-knows/

36

Kevin Smith. «Netflix Shares Surge after It Crushes Earnings Estimates». Business Insider. January 23, 2013. www.businessinsider.com/netflix-q4-2012-earnings-2013-1; and Frank Pallotta and Brian Stelter, «Netflix Nears 70 Million Subscribers, but Stock Falls». CNN Money. October 14, 2015. http://money.cnn.com/2015/10/14/media/netflix-third-quarter-earnings/

37

International Federation of the Phonographic Industry. «IFPI Digital Music Report 2015: Charting the Path to SustainableGrowth». www.ifpi.org/downloads/Digital-Music-Report-2015.pdf

38

«Price the Customer, Not the Service». TheoryBiz.com, http://theorybiz.com/implementing-value-pricing/price-the-customer-not-the-service/601-price-thecustomer-not-the-service-2.html. Accessed January 26, 2016.

39

Patrick Rishe. «Dynamic Pricing: The Future of Ticket Pricing in Sports». Forbes. January 6, 2012. www.forbes.com/sites/prishe/2012/01/06/dynamic-pricing-thefuture-of-ticket-pricing-in-sports/

40

Stephanie Clifford. «Shopper Alert: Price May Drop for You Alone». New York Times. August 9, 2012. http://www.nytimes.com/2012/08/10/business/supermarkets-try-customizing-prices-for-shoppers.html

41

Nicola Harrison. «Retailers Will Adopt Airline-Style Flexible Pricing, Predicts Kingfisher Boss Ian Cheshire». RetailWeek. October 22, 2013. www.retail-week.com/technology/retailers-will-adopt-airline-style-flexible-pricing-predicts-kingfisher-boss-cheshire/5054128.article

42

Constance L. Hays. «Variable Price Coke Machine Being Tested». New York Times. October 28, 1999. www.nytimes.com/1999/10/28/business/variable-price-cokemachine-being-tested.html

43

Auction History, National Auctioneers Association. www.auctioneers.org/consumers/auction-history. Accessed January 25, 2016.

44

Финансовая таблица Google. https://investor.google.com/financial/tables.html. По данным на 8 января 2016 года.

45

Marco Iansiti and Karim R. Lakhani. «Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business». Harvard Business Review. November 2014. https://hbr.org/2014/11/digital-ubiquity-how-connections-sensorsand-data-are-revolutionizing-business

46

Vineet Kumar. «Making ‘Freemium’ Work». Harvard Business Review. May 2014. https://hbr.org/2014/05/making-freemium-work

47

«Mobile Retention Benchmarks 2013–2014». Tapstream. September 29, 2014. http://blog.tapstream.com/mobile-retention-benchmarks-2013-2014/

48

Eugene Kim. «The Inside Story of How $1 Billion Evernote Went from Silicon Valley Darling to Deep Trouble». Business Insider. October 3, 2015. www.businessinsider.com/evernote-is-in-deep-trouble-2015-10?op=1

49

Hermann Simon. «Confessions of the Pricing Man: How Price Affects Everything». Switzerland: Springer, 2015.

50

Mike Isaac and Katie Benner. «Living Social Offers a Cautionary Tale to Today’s Unicorns». New York Times. November 20, 2015. www.nytimes.com/2015/11/22/technology/livingsocial-once-a-unicorn-is-losing-its-magic.html?_r=1

51

Andrew Frye and Dakin Campbell. «Buffett Says Pricing Power More Important Than Good Management». Bloomberg Business. February 17, 2011. www.bloomberg.com/news/articles/2011-02-18/buffett-says-pricing-power-moreimportant-than-good-management

52

Geroge Tacke, David Vidal, and Jan Haemer. «Simon-Kucher Global Pricing Study 2014». September 2014. https://www.simon-kucher.com/en-us/news/72-percent-all-new-products-flop

53

«Cox Automotive LaunchesDealshield PurchaseGuarantee». Manheim. http://press.manheim.com/2014-09-11-Cox-Automotive-Launches-Dealshield-Purchase-Guarantee.

54

Домашняя страница DealShield. www.dealshield.com

55

«Oracle Crystal Ball – Overview». www.oracle.com/us/products/applications/crystalball/overview/index.html. Accessed January 28, 2016.

56

Веб-сайт Adobe Creative Cloud. https://www.adobe.com/creativecloud.html. Accessed January 28, 2016.

57

Домашняя страница Mini U.S. www.miniusa.com/content/miniusa/en.html. Accessed January 28, 2016.

58

Rebecca L. Waber, Baba Shiv, Ziv Carmon, and Dan Ariely. «Commercial Features of Placebo and Therapeutic Efficacy». Journal of the American Medical Association 299 (March 5, 2008): 1016–1017. doi:10.1001/jama.299.9.1016.

59

Jennifer Aaker. «Dimensions of Brand Personality». Journal of Marketing Research 34 (August 1997): 347–356. https://www.gsb.stanford.edu/faculty-research/publications/dimensions-brand-personality.

60

Kimberly Palmer. «Why Shoppers Love to Hate Rebates». US News and World Report. January 18, 2008. http://money.usnews.com/money/personal-finance/articles/2008/01/18/why-shoppers-love-to-hate-rebates

61

Daisuke Wakabayashi. «Glimmers Emerge on Apple Watch Sales, and They’re Not Pretty». Wall Street Journal Digits blog. July 31, 2015. http://blogs.wsj.com/digits/2015/07/31/glimmers-emerge-on-apple-watch-sales-and-theyre-not-pretty/

62

David Pogue. «The Apple Watch: Half Computer, Half Jewelry, Mostly Magical». Yahoo Tech. April 24, 2015. https://www.yahoo.com/tech/the-apple-watchhalf-computer-half-jewelry-115815015484.html

63

Joanna Stern. «What the Apple Watch Does Best: Make You Look Good». Wall Street Journal. April 8, 2015. www.wsj.com/articles/apple-watch-review-what-theapple-watch-does-bestmake-you-look-good-1428494694

64

Ключевые показатели эффективности (англ. Key Performance Indicators, KPI) – показатели деятельности подразделения (предприятия), которые помогают организации в достижении стратегических и тактических (операционных) целей. Использование ключевых показателей эффективности дает организации возможность оценить свое состояние и помочь в оценке реализации стратегии. KPI позволяют проводить контроль деловой активности сотрудников, подразделений и компании в целом. Для термина «key performance indicators (KPI)» зачастую используется русский перевод «ключевые показатели эффективности» (КПЭ), однако это не совсем верно.

С переводом по смыслу слов key (ключевой, характеризующий степень достижения какой-либо цели, существенный для работы одной из областей деятельности компании) и indicator (индикатор, показатель) проблем не возникает, но слово performance невозможно однозначно трактовать, хотя технически это «производительность, КПД». Правильную формулировку можно найти в стандарте ISO 9000:2008. Он разделяет слово performance на два термина: результативность и эффективность. По стандарту, результативность – это степень достижения запланированных результатов (способность компании ориентироваться на результат), а эффективность – соотношение между достигнутыми результатами и затраченными ресурсами (способность компании к реализации своих целей и планов с заданным качественным уровнем, выраженным определенными требованиями – временем, затратами, степенью достижения цели). Слово performance объединяет в себе и результативность, и эффективность. Таким образом, правильным переводом термина KPI будет «ключевой показатель результата деятельности», так как результат деятельности содержит в себе и степень достижения, и затраты на получение результата. – Прим. ред.

65

«Porsche, Reliant on SUVs for Sales These Days, Reminds Consumers of Performance Roots at Le Mans». Bloomberg report found on the Auto News website. June 16, 2014. www.autonews.com/article/20140616/RETAIL03/140619904/porsche-reliant-on-suvs-for-sales-these-days-reminds-consumers-of

66

По данным Exane BNP Paribas, источник: Matthew Curtin. «Minding the Margins at BMW, Audi, Mercedes and Porsche». Wall Street Journal. March 13, 2015. http://blogs.wsj.com/corporate-intelligence/2015/03/13/minding-themargins-at-bmw-audi-mercedes-and-porsche/

67

Пресс-релиз Porsche No. 2/16, 11 января 2016.

68

Adam Bryant. «In Sports or Business, Always Prepare for the Next Play». November 10, 2012. New York Times. www.nytimes.com/2012/11/11/business/jeff-weiner-of-linkedin-on-the-next-play-philosophy.html

69

«VOC and Pricing Strategies for Superior Value Capture». Presented at the Professional Pricing Society in Chicago in 2012. Ralf Drews – CEO & President Dräger Safety. http://pps.pricingsociety.com/content/CHI2012Keynote_Drews

70

Maya Kosoff. «19 Quotes That Illustrate the Unrelenting Genius of Controversial Multibillionaire Uber CEO Travis Kalanick». Business Insider. June 1, 2015. www.businessinsider.com/travis-kalanick-uber-ceo-quotes-2015-5

71

Liyan Chen. «At $68 Billion Valuation, Uber Will Be Bigger Than GM, Ford, and Honda». Forbes. December 4, 2015. www.forbes.com/sites/liyanchen/2015/12/04/at-68-billion-valuation-uber-will-be-bigger-than-gm-ford-and-honda/#1bbf7ff45858

72

Из разговора Мадхавана Рамануджама с Биллом Герли в сентябре 2015 года.

73

«Person of the Year: The Short List, No. 6, Travis Kalanick». Time. time.com/timeperson-of-the-year-2015-runner-up-travis-kalanick/

74

«Trend Report: Making History, and Still Lookin’ Good!» Swarovski Magazine 41 (2015). http://crystals.swarovski.com/magazine/2015/issue41/Milestones.en.php

75

Фото Мэрилин Монро на странице Swarovski в Facebook, 5 августа 2013. https://www.facebook.com/Swarovski/photos/a.10151780259079462.1073741859.106921954461/10151780259254462/

76

Корпоративный информационный бюллетень Swarovski 2014 года. www.swarovskigroup.com/S/aboutus/Swarovski_Fact_Sheet_2014_EN_2.pdf

77

Deborah Gage. «The Venture Capital Secret: 3 Out of 4 Start-Ups Fail». Wall Street Journal, updated September 20, 2012. www.wsj.com/articles/SB10000872396390443720204578004980476429190#articleTabs_comments%3D%26articleTabs%3Darticle. The article cites research from Harvard Business School of more than 2,000 companies backed by at least $1 million in venture capital from 2004 to 2010.

78

Dan Siroker. «Optimizely Raises $58 Million to Optimize the World». Optimizely blog. October 13, 2015. https://blog.optimizely.com/2015/10/13/optimizelyseries-c-funding/

79

http://www.prnewswire.com/news-releases/optimizely-raises-58m-reports-tripledigit-revenue-growth-300157690.html

80

Laurie Segall. «The Secret to Winning a Presidential Campaign». CNN Money. July 30, 2015. http://money.cnn.com/2015/07/29/technology/optimizely-presidentialcandidates/

81

Из разговора Мадхавана Рамануджама с Дэном Сирокером, июль 2015 года.

82

«Cost to Develop and Win Marketing Approval for a New Drug Is $2.6 Billion». Tufts Center for the Study of Drug Development. November 18, 2014. http://csdd.tufts.edu/news/complete_story/pr_tufts_csdd_2014_cost_study. Цифра $2,6 млрд включает прямые издержки (примерно $1,4 млрд) на лекарство, а также потерянный доход инвесторов (примерно $1,2 млрд) за десять с лишним лет производства лекарства (доход, который они могли бы получить, вложив деньги в другие проекты).

83

Русская версия сайта http://www.monetizinginnovation.ru. – Прим. ред.