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UNBUNDLING BUSINESS MODELS believe that companies are composed of three #$%&'(& describe the role of Customer
.
John Hagel
and Marc Singer, who coined
the term “unbundled corporation,”
0 Hagel and Singer

very diΩerent types of businesses with diΩerent
Relationship businesses as fi nding and
!" economic, competitive, and cultural imperatives: acquiring customers and building relationships
Customer Relationship businesses, product innovation with them. Similarly, the role of product innovation
businesses, and infrastructure businesses. Similarly, businesses is to develop new and attractive products and
PATTERNS Treacy and Wiersema suggest that companies services, while the role of infrastructure businesses is to build

should focus on one of three value disciplines:
and manage platforms for high volume, repetitive tasks. Hagel
operational excellence, product leader- and Singer argue that companies should separate these
ship, or customer intimacy. businesses and focus on only one of the three internally.
Because each type of business is driven by diΩerent
factors, they can confl ict with each other or
produce undesirable trade-oΩs within the
/ On the same organization.

following pages we
show how the idea of unbundling
applies to business models. In the fi rst
example, we describe the confl icts and
)%*$%&'+%, undesirable trade-oΩs created by a “bundled” )%*$%&'(&-
business model within the private banking
industry. In the second example we show
how mobile telecom operators are
unbundling and focusing on new
core businesses.

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