The Stakes and Challenges
17
An example of a business model
in the digital world: VISOR
Omar A. El Sawy and Francis Pereira, two economists from the
University of Southern California, affirm that the existing ways of
describing business models are not adapted to the new models
of digital technology companies. They propose a new frame of
reference adapted to this digital context, which has been detailed
in a research report published by the CIGREF Foundation.
The VISOR model has five components:
A value proposition
:
identifying the value delivered to the final
customer, even if the business is only a link in a longer chain.
An Interface
:
to increase the ease of use, the simplicity and the
practicality of products and services.
A service platform
:
the “game field” on which partners are going
to collaborate, a hub for value where consumers will be able to
access value propositions.
An organisation model
:
to understand how the company relies
on other companies.
A revenue model
:
to identify user preferences and prices that
consumers are willing to pay.
A successful business model is one that manages to bring together
the different components of VISOR in such a way as to deliver
the best value proposition, one that increases target customers’
willingness to pay, while reducing the necessary costs to deliver the
proposed services.
