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the tourists

                ›  Should the service be based on a proprietary device
                  or on an application that can be downloaded to                      questions regarding the business model
                  customer handsets?
                ›  Could airlines serve as Channel partners to distribute   Could one model serve all            Does each segment need
                  the service/device?                                   three Customer Segments?                 a separate, specifi c Value
                ›  Which prospective content partners would be                                                   Proposition?                SCENARIOS
                  interested in being part of the service?
                ›  Which Value Propositions would customers                 KP        KAKA     VP         CRCR     CSCSCSCS
                  be most willing to pay for?                               (                                                             185
                                                                                                                                          185
                                                                                                                                             DESIGN
                                                                                     KR KR                CH CH
                the home delivery service
                ›  Is the value added suffi cient to motivate
                  delivery services to pay monthly fees?
                ›  Through which Channels could such Customer               C$                      R$ R$
                  Segments most easily be reached?
                ›  With what other devices and/or software
                  would this service need to be integrated?
                                                                             Could we create resource,           Should we serve one or
                                                                             activity, or Channel synergies      more Customer Segments
                                                                             by simultaneously serving all       at low or no cost in order
                                                                             three Customer Segments?            to attract other, high-value
                the wine farmer
                                                                                                                 customers?
                ›  Is the value added suffi cient to motivate a
                  landowner to pay a monthly service fee?
                ›  Through which Channels could such Customer
                  Segments most easily be reached?
                ›  With what other devices and/or software would
                  this service need to be integrated?








          !"#$%&'(%)*+(%,,---1:2                                                                                                      /012013---2488-67
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