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Prepared for:
CMAG
Lee Shupp
Kathleen Chattin
Leigh Marriner
Joanne Mendel
CheskinGuiding clients to innovative solutions
Date: March 2008
Cheskin Added Value255 Shoreline Dr., Suite 350Redwood Shores, CA 94065650-802-2100
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© Cheskin 2007
Cheskin is a consulting firm
that guides innovation
through its deep understanding
of people, culture, and change.
Who is Cheskin?
Additional information and several relevant case
studies can be found at www.cheskin.com
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© 2008 Cheskin Added Value
Cheskin Overview
Integrating disciplines for innovative solutionsCheskin is an innovation consulting firm that offers a unique and powerful combination of disciplines and offerings.
As an integrated approach, these synergies deliver results far greater than the sum of their parts.
Cheskin methods are used to drive customer insights to where they’ll have greatest impact on business outcomes.
Design methods
Business analytics
Customer insights
Innovation consulting
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© 2008 Cheskin Added Value
Three Practice Areas with Deep Expertise Leverage Three Perspectives on the Problem Space
• Business analytics – our consultants analyze complex business landscapes, programs, and opportunities to deliver revenue-generating strategies that help our clients tackle their business issues.
• Customer insights – our researchers uncover the deepest and most meaningful needs, desires and motivations of customers to guide clients in developing compelling products, services and brand experiences that deeply engage the customer.
• Design methods – our designers turn data into insights and insights into concepts and strategies. They translate solutions in ways that can be understood, owned and applied by a range of client audiences.
Designmethods
Customer insights
Business analytics
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© 2008 Cheskin Added Value
At the Convergence of Each Discipline are New Synergies
Design methods
Business analytics
Customer insights
Design/research• customer insights• design methods & thinking
Cheskin leverages synergies at the intersection of our practices in an integrated, problem-solving approach.
Decision tools• business analysis & insights• visual synthesis & modeling
Investigation:• market opportunity
assessments• customer needs, desires
& motivations
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© 2008 Cheskin Added Value
Approach
Cheskin methods are used to drive customer insights to where they’ll have greatest impact on business outcomes.
Business outcomes
Problem solving
Communication
Insightgeneration
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© 2008 Cheskin Added Value
Approach
Systems thinking
We employ various modes of thinking in our approach.
Business outcomes
Problem solving
Communication
Insightgeneration
Pattern & meaning recognition
Targeted communication of insights
Translatingknowledge
Divergent / convergent thinking
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© 2008 Cheskin Added Value
Approach
Systems thinking
Our methods and tools are used to facilitate our thinking.
Business outcomes
Communication
• Design language assessments
• Analytic frameworks
Insightgeneration
• Segmentation collateral
• Presentations
• Visual synthesis & modeling
• Design principles
• Ideation & prototyping
• Immersion workshops
• Digital stories
• Customer insight repositories
Pattern & meaning recognition
Targeted communication of insights
• Product/service concepts & strategies
Translating knowledge
Divergent / convergent thinking
Problem solving
© 2008 Cheskin Added Value
Case study Should we become a content provider?
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© 2008 Cheskin Added Value
The Challenge
A high tech company came to us to help refine their approach to enter the TV & movie content business• They assumed it was a large market
• And that they could enter it fairly easily
• Our work helped them understand the real size of this opportunity and the barriers to entry
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© 2008 Cheskin Added Value
Insights from Business Analysis
What’s happening at the broad business level? • Delivery channels & advertisers are battling for
viewership
• Service providers (cable, satellite & telcos) are battling to own connection to the home
• Equipment makers & Service Providers are battling to control the home
Businessanalytics
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© 2008 Cheskin Added Value
Customer Insights
What’s happening with consumers?
• Companies are battling to establish themselves as the hub, expected to be the focus of consumer attention
• Two audience segments present opportunities for client.
• They discover, evaluate, avoid, select/acquire, watch and store, and return, share, content for different reasons.
Customerinsights
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© 2008 Cheskin Added Value
“Stories” were created by synthesizing insights from a market opportunity assessment with consumer insights
Partnerships, Competitors, Triple & Quad plays among Cable, Satellite & Telcos
Video: Cable vs. Teleos break into the TV market
MOAp 25
MOAp 24-26
What’s occurring at the broad business level? Service providers (cable, satellite & telcos) are battling to own connection to the home
Designmethods
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© 2008 Cheskin Added Value
Stories are clustered into three interrelated views; the market, home & consumer levels
Content types available thru broadband
MOAp 21-23
What’s occurring with consumers?Delivery channels & advertisers are battling for viewership
What’s occurring in homes?Service providers (cable, satellite & telcos) are battling to own connection to the home
Cable vs. Satellite: offering advanced services
MOAp 30
Designmethods
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© 2008 Cheskin Added Value
TV Movies landscape From content creation through delivery to the consumer
Key
Size correlates to amount of aggregated annual sales dollars
Size correlates to amount annual sales dollars
* Advertising dollars spent
Designmethods
Businessanalytics
Customerinsights
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© 2008 Cheskin Added Value
What’s happening at the broad business level? Delivery channels & advertisers are battling for viewership
Key
Size correlates to amount of aggregated annual sales dollars
Size correlates to amount annual sales dollars
* Advertising dollars spent
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© 2008 Cheskin Added Value
Key
Size correlates to amount of aggregated annual sales dollars
Size correlates to amount annual sales dollars
* Advertising dollars spent
What’s happening at the broad business level? Service providers (cable, satellite & telcos) are battling to own the connection to the home
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© 2008 Cheskin Added Value
What’s happening at the broad business level? Equipment makers & service providers are battling to control media within the home
Key
Size correlates to amount of aggregated annual sales dollars
Size correlates to amount annual sales dollars
* Advertising dollars spent
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© 2008 Cheskin Added Value
Large scale market and home opportunities vary depending on the client’s criteria
IPTV
Home Video
DVD Players
Mobile phone services
TV Tuners
DVR/STB
Size GrowthGoodFit
Disruptive-ness
Innovation PotentialCompetition
Cable
Satellite
Online Content Services
Digital TVs
Media Center PCs
PMP
2003 market size ratings:Very high $ BillionsHigh $ BillionsMedium $ BillionsLow $ MillionsVery low < $ Millions
Market growth projection ratingsVery high %+ CAGRHigh % CAGRMedium % CAGRLow % CAGRVery low Declining market
DisruptivenessHigh Nascent market with significant potential
Growing market with limited potential
Mature market with little potential
Medium
Low
Competition ratings:High Market dominated by stronger players
($ revenue)
Market dominated by mid-tier players ($ revenue)
Market dominated by smaller/weaker players ($<revenue)
Medium
Low
Strategic fit ratings:
High Clear role for the client that fits with our core strategy/competencies
Possible role for the client that fits with our core strategy/competencies
No clear role for the client to play that fits with our core strategy/ competencies
Medium
Low
Innovation Potential
High Market likely to be driven by technology yet to be developed
Market dependent on evolving technology with moderate innovation potential
Market dependent on already-existing technology with limited innovation potential
Medium
Low
Co
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ol
of
the
Ho
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bat
tle
Ho
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con
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n b
attl
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© 2008 Cheskin Added Value
Opportunity generation framework used in an executive work session
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© 2008 Cheskin Added Value
Value to Client – Saved $MM!
These integrated insights directly guided client’s decision to forego this space, saving hundreds of millions in development costs• Saved $$ that would have been spent to enter this
market
• Re-focused team on better opportunities
• Re-directed engineering resources to more profitable areas
© 2008 Cheskin Added Value
Contacts
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© 2008 Cheskin Added Value
Contacts
Lee ShuppEVP Technology PracticeOffice: 650.596.6218Cell: 415.336.3558 [email protected]
Kathleen ChattinDirector, Account ManagementOffice: 650.802.2100Cell: [email protected]
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© 2008 Cheskin Added Value
Contacts
Leigh MarrinerSr. Director, Business ConsultingOffice: 650.802.2100Cell: [email protected]
Joanne MendelDesign Methods Studio LeaderOffice Phone: 650.802.2100Cell: 415.637.4492Email: [email protected]
Cheskin website www.Cheskin.com
© 2008 Cheskin Added Value
Thank You
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© 2008 Cheskin Added Value
Appendix
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