McKinsey analysts report in their forecasts that about 30% of global corporate revenues will be created by digital business ecosystems. In this article, we will analyze what a "business eco-system" is and why they are created.
The concept of "ecosystem", introduced in the 1930s by the botanist Arthur Tansley, is borrowed from biology and means a local community of organisms interacting with each other and with the surrounding world. For survival and prosperity, organisms cooperate and compete, adapt to external changes together and evolve.
How the ecosystem mechanism works
60 years later, James Moore, a business strategist, decided to adapt the concept of biology to the life of a person in a company, suggesting that it should not be considered a separate link in the market, but a participant in a structured business ecosystem that includes other participants from various industries.
Today, an ecosystem is understood as communities that develop and produce new value by cooperating and competing with each other. It is worth noting that competition in such a system is not considered key for development, namely cooperation, common goals and interests are the main driver of progress.
After all, now customers want to feel involved in the brand, to become part of its community. By creating a system in which the consumer feels like a family, the company can consider itself successful.
Can all companies create their own ecosystem?
Almost all. One of the most successful companies in this sense can be called Apple. A single user space has been created for the company's customers, in which gadget owners have unhindered access to a huge number of services, from television (Apple TV) and music (iTunes) to a payment and credit system.
Manufacturers of electronics and gadgets are actively developing ecosystems:
- Apple: smartphones, tablets, laptops, watches, headphones, TV, HomePod speaker, smart home, payment system.
- Xiaomi: from appliances and household appliances to air purifiers and cat toilets.
- Huawei: the main gadget of the ecosystem is a smartphone, appliances, Huawei Seamless AI Life intelligent system and other gadgets.
- Honor: smartphones, laptops, headphones and watches.
- Yandex: elements of a smart home, an ecosystem of services (voice assistant, delivery, music, taxi, search engine, car sharing, etc.).
- Alibaba: retail, credit scoring, payments, and so on.
It is not only IT companies that are building an ecosystem. For example, BMW and Daimler have created a partnership project "You Now" with some startups. The companies have a goal to develop urban transportation services for customers in all countries of the world. Services include car sharing, taxi, parking, charging for electric cars, as well as applications for multimodal transportation.
The center of the ecosystem is the client with all his daily needs.
Governments and government departments are also building ecosystems. For example, in Canada, the authorities plan to form an aerospace innovation network by combining research organizations with industry companies.
The largest ecosystems at the moment are created precisely around the needs of retail customers and consist of services for purchases, payments, entertainment and travel. In addition to the companies mentioned above, Beber, Tinkoff, and Mail.ru, MTS.
Types of ecosystems
Experts identify two key types of ecosystems:
- Ecosystems built around solutions. Companies coordinate with each other, develop the final product for the user. For example, BMW and Daimler, creating a product for customers.
- Eosystems that connect its participants using a transaction platform (for example, BEAC and Yandex).
What is the difference between an ecosystem and a conventional business model?
BCG analysts identify several key differences between ecosystems:
- The modular principle, the essence of which is that the components of the proposal are developed independently, but at the same time they function as a single whole. The client can independently choose which functions to use. The principle of operation is similar to applications on smartphones: some of them are pre-installed on the device, but most of them can be downloaded at the discretion of the client.
- Customization. In the standard business model, the company focuses exclusively on the needs of customers and its own capabilities. In the ecosystem, all products must be compatible with each other. In other words, each product needs to be adapted to the ecosystem platform.
- Multilateral relations. The relations of participants within the ecosystem are not two-sided, since each service of the system simultaneously interacts with application developers, suppliers, payment systems and other participants.
- Coordination. The ecosystem is a complex mechanism, the management of which can be effective only with the coordination of participants through the introduction of common rules, standards and processes.
A little history of business ecosystems
The similarity of ecosystems began to arise even before the creation of the term itself. For example, Lloyd's of London has existed since the 17th century and is a full-fledged insurance market. Today, the corporation includes more than a thousand companies, hundreds of individual participants, agents, brokers and syndicates.
In the 20th century, automakers such as Toyota and Volkswagen also developed their own ecosystems that unite suppliers and distributors.
The current trends began to be created in the mid-2010s by IT giants and fintech corporations.
So, the distributor of lotteries "Stoloto" is developing its ecosystem.
Alibaba went public in 2014. In the company's securities prospectus, the concept of "ecosystem" was repeated 160 times. Many companies soon followed in the footsteps of Alibaba. Now the word "ecosystem" is found in company reports 13 times more often than 10 years ago. Most often, ecosystems are digital, based on digital tools and platforms. McKinsey estimates that such systems will generate approximately 30% of corporate income by 2025.
Is there any benefit from ecosystems for the user?
Customers, using the ecosystem, get benefits and convenience. Thanks to seamless identification and a single platform, ecosystems become convenient for consumers. There is no need to constantly enter credentials and confirm your identity, in any service, the client is recognized by ID. Moreover, in ecosystems, centralized user support is often created in chat bots or contact centers.
Ecosystems generate additional value for customers in the form of convenient registration and identification, favorable terms of use and other things. Favorable conditions arise on the basis of subscriptions, which imply, for example, access to the media library, free delivery, early access to discounts, etc. In Russia, examples of subscription ecosystems can be called "Yandex Plus" or "SberPrime", with which the client has access to music, podcasts, movies, discounts and much more.
Customers have already felt the benefits of ecosystems. According to McKinsey, 71% of users are ready for ecosystem extensions.
Advantages of the ecosystem for business
By creating an ecosystem, the company attracts more customers, which naturally leads to more sales of goods and services.
So, if a customer wants to use food delivery, he is immediately offered delivery of dishes and ready-made food rations. And when a small business opens an account, it sells payment solutions, legal support and accounting services. Companies participating in the ecosystem are growing at a much faster pace. For example, the speed of building up the user base of the online cinema Okko after connecting to the Sber increased by 12 times. In addition, companies within the ecosystem share best practices among themselves, know-how and best practices. Thus, it turns out to meet the needs of consumers more effectively.
It is worth noting that IT corporations have begun to integrate all services into single applications:
- WeChat — Chinese financial, household and government services;
- Alipay — Chinese payment system with financial services;
- Grab is an application with taxi, food and parcel delivery, bicycle and scooter rental, as well as credit processing, payment system, online medicine and insurance;
- Line Corporation-an application for food delivery, logistics for restaurants and a payment system;
- Gojek is an application that combines food delivery, taxi, courier services and financial services;
- Uber-taxi, car sharing, payment system, food and goods delivery;
- Google Map is an application for booking tours and air tickets, planning regular trips, ordering food and calling a taxi;
- Yandex Go is a Russian application with taxi, carsharing, public transport, cargo transportation, delivery of goods, as well as food from restaurants and products from Yandex Shops;
It is felt that now the business has become less confident in itself, functioning alone. Since ecosystems have become not just to compete with companies in some specific industries, but to capture entire blocks of industries.
Does the ecosystem always bring profit?
Of course not. So, Spotify, which provides a music service, is still losing money, even with a rapid increase in the number of subscribers. So is WeWork, which develops office spaces and services for them. No one is immune from risks and mistakes, including the ecosystem. Spotify provides a basic free version and a paid subscription, which limits the company's earnings. WeWork faced the problem of reducing office visits during the pandemic, which led to significant losses.
Risks that ecosystems carry
- Low level of freedom of choice for the client. Loyalty programs overestimate the user's exit threshold from the ecosystem.
- The company's ability to innovate is decreasing due to the complexity and growth of the organizational structure.
- The complexity of developing an individual approach to customers, since the consumer becomes only a set of digital templates.
What is required for success?
The ecosystem should combine such factors as a well-thought-out strategy, a high-value offer, as well as a stable customer base. A good advantage is the wide geography. BCG analysts claim that successful ecosystems interact with partners in 10 or more countries.
However, even if all the rules are followed, the ecosystem may not succeed:
- A large system with a wide network of partnerships is difficult to manage.
- The regulations of regulators and antimonopoly structures may become a limiting factor. A striking example is the Chinese company Tencent, which suffered due to the regulator's concern about the company's expansion prospects.