Identify the players
Analyze and cluster the players
Sketch the relationships between the players
Quantify and determine your own position
Perform a scenario analysis
1. Identify the players
One of the most difficult things when mapping an ecosystem is the demarcation, what does and does not belong to the ecosystem? The balance between clear and complete is difficult to make in advance. A good starting point is to only analyze those players that appear in the evoked set of the (potential) end user. During the process you will encounter enough new entities and connections that you could not have foreseen in advance.
A visualization of the online advertising market (see figure 3), made by Improve Digital , shows how fragmented a digital ecosystem can be. The players in the ecosystem are clustered here according to the different roles they fulfill. Each cluster quickly contains dozens of players.
2. Analyze and cluster the players
Once the first players have been identified, an analysis phase starts. Determine the added value of indonesia telegram data each identified player in the digital ecosystem. The first players will be eliminated and new players will emerge. Then the clustering or marking of the players can begin.
Clustering can be done in several ways:
by function or role within the ecosystem
to low in Moore's model (see Figure 1)
by phase in the customer journey
by channel: web, mobile, social
by type of media: paid, owned, earned
by position in the business chain
In figure 4, E-dreams has clustered the online travel ecosystem according to the role that the different players play within the traveller's customer journey.
Online Travel Ecosystem