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UNBUNDLING BUSINESS MODELS Unbundled Everything in this model is

tailored to understanding
and serving customers, or

Relationships

64 Patterns building strong Customer

PATTERNS µ3

KP
CS
CR
Product and service innova- KP KA VP
tion, infrastructure acquired
from third parties

key assets and resources KR CH
are the customer base and
subscriber trust acquired
over time
C$
R$
C$

Customer acquisition and This model aims at generating
retention comprise main revenues with a broad scope
costs, which include brand- of products built upon customer
ing and marketing expenses trust—the goal is to win a large
“share of wallet”

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