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Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
HYBRID REVENUE MODELS AND HYBRID BUSINESS MODELS
WWW.DRKARLPOPP.COM
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
What drives me?
• Modeling, Construction and evaluation of business models and revenue models for software companies
• Why? I would like to use that knowledge to– Select a software partner ecosystem that fits
the business and revenue model of a software company
– Create new software business and revenue models
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Background information
Business Models in the software industry
http://www.drkarlpopp.com/BusinessModelsintheSoftwareindustry.html
Profit from Software EcosystemsISBN-13: 978-3842300514Business Models, partnership models and ecosystems in the software industryExamples from over 50 software companies
click here to order
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Business, Business Model and Revenue model
Business pattern
Revenuestream
Business model
consistsof
RevenueModel
consistsof
Business
has one or many
has one or many
Causalityrelationship
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
What is a Business pattern?
Type of Goods and
Services
Business model
Archetype
Business Patterns
consistsof tuples of
Based on the work by Weill et. al.
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Business Patterns
Type of Goods/Services offered
Financial Physical Intangible Human
Creator Entrepreneur Manufacturer Inventor n/a
Distributor Financial
trader
Wholesaler,
Retailer
IP
distributor
n/a
Lessor Financial
lessor
Physical
lessor
IP lessor Contrac-
tor
Broker Financial
broker
Physical
broker
IP broker HR
broker
Based on the work by Weill et. al.IP = Intellectual property
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Hybrid Business Model for Software as a product
Type of Goods/Services offered
Financial Physical Intangible Human
Creator Entrepreneur Manufacturer Inventor n/a
Distributor Financial
trader
Wholesaler,
Retailer
IP
distributor
n/a
Lessor Financial
lessor
Physical
lessor
IP lessor Contrac-
tor
Broker Financial
broker
Physical
broker
IP broker HR
brokerSoftware vendors provide maintenanceand support services and/or consulting
Business pattern used in the business model
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Hybrid Business Model for Software as a service
Type of Goods/Services offered
Financial Physical Intangible Human
Creator Entrepreneur Manufacturer Inventor n/a
Distributor Financial
trader
Wholesaler,
Retailer
IP
distributor
n/a
Lessor Financial
lessor
Physical
lessor
IP lessor Contrac-
tor
Broker Financial
broker
Physical
broker
IP broker HR
brokerSoftware vendors provide operating, maintenance and support services
Software vendors provide hardware usage to customers as part of SaaS
Business pattern used in the business model
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
SAP Revenue Models (excerpt)
Revenuemodel for
SaaP
Revenuemodel forSoftware adaption/ extension
Revenuemodel for
maintenance
SAPRevenue
consists of
Revenuemodel forsupport
Revenuemodel for
SaaS
Revenuemodel forpartner
ecosystem
Revenuemodel
for consulting
consists of
Revenuemodel for reselling partner solutions
Largest share of revenue
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Microsoft Revenue Models (excerpt)
Direct Revenue model for
SaaP
Revenuemodel for
maintenance
MicrosoftRevenue
consists of
Revenuemodel forsupport
Revenuemodel for
SaaS
Indirect Revenue model forpartner
ecosystem
Revenuemodel
for consulting
consists of
Largest share of revenue
Revenue model forappliance
sales
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Google Revenue Models (excerpt)
Revenuemodel for
SaaP
Revenuemodel for
broker
GoogleRevenue
consists of
Revenuemodel forsupport
Revenuemodel for
SaaS
Revenuemodel forpartner
ecosystem
consists of
Largest share of revenue
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Google Search Services and Compensation
SearchCustomers
AdvertisingAdvertisingCustomers Google
Products,Assets orServices Compensation
PPC adver-tisingservice
SearchService
SearchCompensation
Advertisingpayments
Search customers compensate for the search service with
data about their search interest
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Comparison of the three revenue models
SAP Microsoft GoogleMain business
model
Software as a
product (hybrid)
Software as a
product (hybrid)
Broker
(hybrid)
Main source of
revenue
Maintenance and
support
Indirect license
revenue
Advertising
non-monetary
Revenue streams
No Yes (Bing) Yes (Broker)
Revenue synergies
between e.g. …
SaaP maintenance,
support and SaaS
Ecosystem and SaaS Advertising and all
other businesses
Impact of existing
ecosystems
Customer ecosystem
funds innovations
and subsidizes new
business
Partner Ecosystem
funds innovations
and subsidizes new
business
Customer and
partner ecosystem
subsidizes new
business
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Background information
Business Models in the software industry
http://www.drkarlpopp.com/BusinessModelsintheSoftwareindustry.html
Profit from Software EcosystemsISBN-13: 978-3842300514Business Models, partnership models and ecosystems in the software industryExamples from over 50 software companies
click here to order
Copyright © 2011 Dr. Karl Popp http://www.drkarlpopp.com
Video lessons
• Get your education online at mindbites.com:
• http://www.mindbites.com/lesson/13903-software-business-model-basics
• http://www.mindbites.com/lesson/13904-software-revenue-models
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