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Different Types of Visualization for Different Needs
From day one, Skype was
a global voice carrier
because its service is deliv-
Skype’s Key Resources and Activities resemble those ered through the Internet,
of a software company, because its service is based on unrestricted by traditional
software that uses the Internet to carry calls. Given its telecommunications net-
VISUAL THINKING Visual representations of business models call for differ- infrastructure costs. In fact, it does not own or operate scalable.
works. Its business is highly
400 million+ user base, the company enjoys very low
a telecommunications network at all.
ent levels of detail depending on one's goal. The sketch
of Skype’s business model on the right drives home the
156156 key differences between its business model and that
of a traditional telecommunications carrier. The goal is
DESIGN to point out the striking differences between Skype’s
business model building blocks and those of a traditional
carrier, even though both offer similar services.
The right-hand page sketch depicting the young Dutch
company Sellaband has a different goal and is there-
fore more detailed. It aims to paint the big picture of a
completely new music industry business model: that
of a platform enabling crowd-funding of independent
musical artists. Sellaband uses the drawing to explain
its innovative business model to investors, partners, and
employees. Sellaband’s combination of images and text
has proven to be far more effective than words alone at
accomplishing this task. Though it provides a Ninety percent of Skype users never pay. Only an
telecommunications service, estimated 10 percent of users are paying customers.
Skype's business model Unlike traditional telecommunication carriers, Skype's
features the economics of Channels and Relationships are highly automated. They
a software company rather require almost no human intervention and are therefore
than a telecommunications relatively inexpensive.
network operator.
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