MODERN DIGITAL BUSINESS MODELS: ESSENCE, OVERVIEW AND FEATURES
Abstract
The article considers the essence and features of digital business models. A description of key modern business models is provided. Among them are the general business model - platform, which includes sharing platforms (Access-Over-Ownership and On-demand), Marketplace Model, e-commerce model, ecosystem business model (or ecosystem driver model), omnichannel model. The features that allow to separate them as separate business models are given. In particular, the Access-Over-Ownership model involves the sharing of physical products, and the On-demand model involves the consumption of digital content. The Marketplace Model is a multilateral market (platform), and the e-commerce model is a one-sided market. Features of ecosystem and omnichannel as business models, their difference are described. In particular, the ecosystem is formed by many suppliers working within one platform, while omnichannel involves the provision of different products or services by one supplier through different channels of contact with the consumer. The advantages of the platform as a business model, as well as the key condition for successful formation and growth of the platform - proportional growth of users, both suppliers and consumers. Business models such as Free-Model and Freemium Model, their differences are also considered; subscription model, and service (models of using resources instead of owning them - IaaS, PaaS, SaaS and XaaS), which also belong to the subscription model. The main ways of monetizing digital business models are described (unit payment, service package, time, access, license, membership, etc.). The key rules of doing business, which are destroyed by digital business models, are considered. Based on the considered examples of companies for the above business models, it is concluded that modern digital business models in "pure" form are rare, the most successful in the digital world are individual business models (as, for example, Apple, Amazon, Facebook, Google). These are the business models of the world's leading companies and they are essentially combinations and have the characteristics of several business models.
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