3. Making the revenue model a differentiating factor in the offering
The analysis consists in considering the revenue model as an integral part of the offer, and therefore as one of its value attributes, in order to optimize customer perception and create differentiation.
Indeed, in a given market, one or more players deliver different offers that result in a balanced relationship between perceived value and the costs of producing and distributing said value. Changing the revenue model therefore impacts the perception of the offer in the majority of cases.
Let's take an example from the mobile telephony sector in France. Industry practice and custom dictated that players should offer packages of all shapes and sizes, most often combining a level of consumption with a type of mobile adapted to the level of consumption. The arrival of a...
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Making the revenue model a differentiating factor in the offering
Making the revenue model a barrier to entry
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R. Durand, P. Dussauge, B. Garette, L. Lehmann-Ortega, Strategor , Dunod
A. Osterwalder & Y. Pigneur, Business Model (Nouvelle) Génération , Pearson
L. Lehmann-Ortega, Reinvent your business model , Dunod
A. Osterwalder & Y. Pigneur, Value Proposition Design , Pearson
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