Simplified DiCoDE for a better use

As from the beginning, I knew that DiCoDE was meant to be simplified at some point. There are too many details in the current version (the one that I handed to many professionals during the last months and used as a basis since the April keynote at Belgian Mobile Marketing Forum), but it had an education function: showing where I place several key roles (like Search Engines, SaaS, Social Networks, UGC, Branded Utility content…). Now is the time, entering the explanation of these steps for the book, to create a simplified version. As always, no need to stress myself for it, it blooms very naturally in my mind, walking or relaxing. Last night, it appeared and I have been able designing it with Pixelmator (don’t worry, a real designer will re-work it;o).

So here are the details of the simplification:

  • Fancy colors are nice for the eye but blocks usage of DiCoDE as a tool/map. Especially if I have to explain it with words. Such colored model could work for a game board (one of the merchandising or product line ideas I have) but not at this stage. I didn’t need to see the Business Model Canvas to understand that. I agree with their approach though…
  • The background pattern of the original model was meant to express the fact that we are in ecosystems and that no chain is alone anymore. This new model, especially used as the example I added here under, take advantage of it through usage and not through design
  • As you can see, it can be used isolated as a card or gathered on a sheet, taking into account several systems in parallel. You can take your all channels or compare one of them with your competitor’s map (example not shown here)
  • Adjacent ecosystems (Content Production, Advertising and Social Media) and their consequences (Business Models and Branded Utility for Advertising, Content Production details for Content, UGC and Social Networks for Social Media…) as well as Regulation (read Privacy on user side and Copyright on Content side, beside all individual issues at each and every step) are shown as reminders. Not anymore as major stakeholders
  • User universe is born beside Media, Telecom and User Interface (device) gathering credentials (increasingly key, look at the Facebook/Google battle) and currencies around the user. And Context in DiCoDE – the future (not shown at this stage)
  • A label is left blank at the left side in order for you to add the name of the channel, the sub-channel or even a competitor or partner of yours…
  • Easter Egg is left for now…

So this example is a company having a website and a Facebook presence, just having developed a mobile site, an iPhone app and an iPad app, mapping all these products on DiCoDE. They can realize that all channels grab attention and engagement from their audience, that content generated for the website is re-used for mobile/iPad channels, that Apple and Facebook are keeping interesting data for them, that iPad app has a paying Business Model while the iPhone app is free. They also have a secured web presence which forces users to log in for every connection. These data are very valuable for the company and could be considered for a new Business Model. We also see that they have no control over connectivity, relying on ISP’s and Carriers.

It’s interesting to be able to map all these elements in a simple way in order to realize what’s going on for digital distribution. It’s also a great start for brainstorming about new business models, development roadmap, database management and CRM, possible partnerships… It’s also a nice way to have an objective view on trends and fads (like iPad apps, for instance).

Let me know if you have questions…

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1 Response to Simplified DiCoDE for a better use

  1. Pingback: Protecting my work. Please advice! |

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