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No more product centric, think customer centric
Looking at the new economy with different “glasses”.
Industrial economy, centered on products
Revenue = Unit price x number of products
Usage economy, centered on customers
Revenue = Revenue per customer x number of customers
Marketing mix (4P)
Competition on one offer
From a chain...
Number of suppliers
From core business...
Growth & margin
…to customers’ needs
User experience (4C)
Competition on one particular need
Usage share / Share of wallet
...to an ecosystem of partners
Closed loop of value
Length of network & diversity of connections
...to mission statement
30-year vision, 6-month action plan
Customer Lifetime Value