Group 3 Jun Kai (JK), Sara, Jenny, Maria

IntroductionQuestion 1Question 2Question 3GOAL !!! Agenda Introduction of Borussia Möchengladbach (BM) Q1: BM’s Situation and Their Prospects Q2: An Outline of the Business Models Q3: Rappa’s Taxonomy of Business Models Q4: Choice of Business Model Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Borussia Möchengladbach (BM) Value Proposition & Audience B2BB2C Advertising Events/ Conference Match Tickets (Off- & Online) Merchandise (Online Auctions and Off- & Online Shop) Personal Events Competitors Other Bundesliga Clubs Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Borussia Möchengladbach (BM) Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Situation Macro Factors: Social: – People are keen to go online Technological: – Broadband Internet Access – Increasing Video and Audio Content Online Political /Legislation: – TV Regulations Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Situation Micro Factors: Bundesliga 2. Division Team Injured Key-Players New Stadium New Management Team Good Key Figures Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Prospects/Challenges Getting back to Bundesliga 1. Divisions Not losing key players to rival clubs Maintain the amount of fan base Keeping hold of key sponsors advertisement revenue Healthy financial situation Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Possible Business Models Question 4 Since the 2006/2007 season the Bundesliga clubs had to cover their own matches as a paid-content service The management were therefor discussing the new marketing opportunities 1. To offer matchday footage of an extended premium content on the exisiting webpage 2. Create an additional Webpage in form of an online TV-channel A decision between either working with partners or a “Do-It- Yourself” solution….

IntroductionQuestion 1Question 2Question 3GOAL !!! Comtel’s Offer BM Gets: A 100% Risk-free Package An “all-inclusive” partnership An additional website (individuel design) IP-TV Portal ( Shared ) Driven by Blueports hosting center for IP-TV and produced content by MediaProd BM Pays: 10,000 EUR for Setup Fee 50 / 50 Revenues Sharing ComTel ask for 100% of the subscribers fees up to covering operation costs and Contingencies Promotion of paid-content services Promotion of Comtel Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Blueport’s Offer Question 4 BM Gets: BM Pays: Offers the operation of Mobile content A premium content in the existing website And support services for the content One-time initialization cost: 3,000 EUR 63,000 EUR a year for mobile and premium content

IntroductionQuestion 1Question 2Question 3GOAL !!! Score.com’s Offer BM Gets: Relaunched website New applications: – Premium content area – A sponsor’s area – Pay-per-view BM Pays: Score.com holds the marketing rights The first 200,000 EUR of yearly marketing revenues 50% of revenues exceeding the 200,000 EUR Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! SportWorld’s Offer BM Gets: Broadband IP-TV channel Applications including mobile content 100% revenue for all the advertising revenues BM Pays 230,000 euros per year for production of TV footage. This includes 80,000 EUR for the production of hosting and broadcasting. Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Rappa’s Taxonomy of E-business Models “ A business model is a method of doing business. All business models specify what a company does to create value, how it is situated among upstream and downstream partners in the value chain, and the type of arrangement it has with its customers to generate revenue.” Rappa, M. A. (2004). The utility business model and the future of computing services. IBM Systems Journal, 43(1), page 34 Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Rappa’s Taxonomy of E-business Models Nine Major Categories 1.Brokerage model 2.Advertising model 3.Information-intermediary model 4.Merchant model 5.Manufacturer Direct model 6.Affiliate model 7.Community model 8.Subscription model 9.Utility model Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Categorizing the Business Models Comtel 1.Affiliate -Revenue Sharing (50/50) 2.Subscription* -Content Services *Shared revenue Blueport 1.Merchant -Click and Mortar 2.Subscription OR Utility -Content Services OR -Metered Subscription Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Rappa’s Taxonomy (2004) Score.com 1.Advertising* -Query based Paid Placement 2.Merchant -Click and Mortar 3.Subscription -Content Services 4.Utility -Metered Subscription / Usage *Rights owned by Score.com SportsWorld 1.Advertising -Query based Paid Placement 2.Subscription/ Utility -Content Services OR -Metered Subscription Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! The Chosen Business Model SportsWorld Broadband IP-TV channel Applications including mobile content 100% revenue for all the advertising revenues Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! Reasons The Social Trend -Sportsfan go online for sports information -Users willing to pay for online content Both DIY and Depend on Other -Outsource technical part -Get all revenues for yourself -True to their supporters Question 4

IntroductionQuestion 1Question 2Question 3GOAL !!! GOAL! Question 4