An opening keynote presentation by Tomasz Rudolf at a seminar organized by Google and Demos Europa in October 2012 in Warsaw. How does internet change the DNA of companies and modify their business models? Using the metaphor of GMOs and business model canvas developed by Alex Osterwalder, Tomasz Rudolf presents how internet affects business models.

2. Source: wikipedia
Genetically modified organisms (GMO) are used
as a stronger alternative to their natural versions …

3. Source: GloFish
GloFish has used this method to create unique, fluorescent
fish

4. Source: http://zioloweinspiracje.blogspot.com
There is a lot of controversy around the GMO and its impact
on our world…

5. Organizations have a DNA that can be genetically modified just like
living organisms – we call it a Business Model.

6. IMO
INTERNET-MODIFIED
BUSINESS MODEL
Internet is changing the business DNA in a way that impacts jobs &
markets by creating IMOs – Internet-Modified Organizations

7. The book publishing industry for example is undergoing big changes,
with a majority sold now as e-books on Amazon

8. 8
New business models like Lulu.Com disrupt this industry, by
allowing anyone to self-publish their book and put in the store

9. How does the internet
affect business models?

10. przez innowacje
We help companies grow revenue
through innovation.

12. The glass seems
emptier for many
companies…

13. In some companies
revenues are falling…

14. …as business
model innovators
disrupt their industries.

15. At Innovatika, we work a lot with the methods inspired by
Alex Osterwalder, author of Business Model Generation
Source: businessmodelgeneration.com

16. Beyond using the method in our strategy work for for clients,
we are also partners of the Polish edition of the book
Source: OnePress.pl

17. We shared our experise on business models together with
Alex during our Warsaw Innovation Summit in March 2012

18. What is a business model?

19. Business model canvas
Source: businessmodelgeneration.com
REVENUE STREAMS
VALUE
PROP
CHANNELSKEY
RESOURCES
KEY
PROCESSES
PARTNERS CUSTOMER
SEGMENTS
COST STRUCTURE
RELATIONS

20. How does the internet
affect business models?

21. Business model canvas
Źródło: businessmodelgeneration.com
REVENUE STREAMS
VALUE
PROP
CHANNELSKEY
RESOURCES
KEY
PROCESSES
PARTNERS CUSTOMER
SEGMENTS
COST STRUCTURE
RELATIONS
Global
reach

22. Business model canvas
Źródło: businessmodelgeneration.com
REVENUE STREAMS
VALUE
PROP
CHANNELSKEY
RESOURCES
KEY
PROCESSES
PARTNERS CUSTOMER
SEGMENTS
COST STRUCTURE
RELATIONS
E-
Commerce

23. Business model canvas
Źródło: businessmodelgeneration.com
REVENUE STREAMS
VALUE
PROP
CHANNELSKEY
RESOURCES
KEY
PROCESSES
PARTNERS CUSTOMER
SEGMENTS
COST STRUCTURE
RELATIONS
Mass
customiz-
ation

24. Transformational3IMO
Catalytic1IMO
What is the influence of the Internet on firms?
Źródło: Tomasz Rudolf
Destructive / Distruptive4
No impact5
Additive2IMO

25. Catalytic1IMO

26. New players for the Internet Era1
IMO

27. New players for the Internet Era1
IMO

28. 28
Local MotorsIMO1

29. 29
CrowdsourcingIMO1

30. Additive2IMO

31. Source: www.rp.pl
Additive2
IMO
+

32. 32
Moving towards Software as a Service (SaaS)
Source: www.sage.pl
2
IMO
+

33. Some companies find it hard to make the shift...
Źródło: Microsoft ClipArt

34. IMO
3 Transformational

35. 35
End of paper!
Source: www.pkt.pl
IMO

36. IMO

37. Destructive / Distruptive4

40. No impact5

41. IMO FREE
INDUSTRY
The last group are companies where the role of the Internet in
the business model is marginal – you could call them IMO free

42. Looking at Top 500 Polish companies you can see a lot of
mostly traditional industries, with limited role of the Internet

43. The same happens when you look at Fortune 500. The role of
the Internet in the business models is not obvious…

44. What’s next?

45. The Internet of Things – connecting objects, not just people
will transform even more tradtional industries into IMOs…

46. Even areas like agriculture will be affected…

47. Danish company Sparked is using wireless sensors on cattle
that send SMS messages when they are ill
Internet of
Cows?

48. THE
OPPORTUNITIES
ARE ONLY JUST
BEGINNING

49. NGOs and Governments
change their models
to IMOs too…

53. We will change our personal
business models too…

55. Tomasz Rudolf
Chief Innovation Igniter
at INNOVATIKA
Speaker, consultant and facilitator of
strategy & innovation projects
We lead workshops and consulting projects
in USA, Germany, Sweden, Italy, France,
Saudi Arabia and Poland.
Our clients include 3M, Aon, Abbott,
AkzoNobel, Coca-Cola, Deutsche Bank,
Deutsche Post, Deutsche Telekom,
Goodyear, HJ Heinz, Netia, Masterfoods,
Polish Telecom, Saudi Aramco, Sage,
Warsaw Stock Exchange and many more.
I have a passion for turning leading
management books & theories into practical
tools that help teams with strategy
development and revenue generation.
Email: tomasz.rudolf@innovatika.com

56. www.innovatika.com

57. www.facebook.com/innovatika