Earning logics. Building a comprehensive list

Henny de Vos and Timber Haaker, two senior researcher of the Dutch Telematica Instituut will publish a book at Springer this month June, 2008, about a new and quite innovative business modeling approach called STOF. STOF stand for Service, Technology, Organization and Finance and offers a comprehensive way of modeling your business. Henny and Timber were so kind to treat the research group with a workshop on the topic. I’m happy to say that not just research fellows attended class but also a number of our faculty colleagues (sorry to say that no students showed up). During our session, we’ve had the change to sneak preview the book and, to be honest, I can’t wait till it is published as I believe that the material is very relevant, also in terms of value creation in cross media. I believe that the STOF approach is very well suited for the things I’m working on: “What is the influence of cross media on the relationship between ‘consumers’ and ‘organizations’?”

As Niniane Veldhoen and Matthijs Rotte are approaching their deadline for their dissertation (their work on ‘mentality and share of voice’ is on schedule), we came across the question of earning logics in cross media. I took upon the task of finding out. That is not a simple job. Of course, we have Anderson and Rappa. But is that enough? Is there a comprehensive list of earning logics, not business models? The STOF approach may help me clear the job the next couple of days and I have set upon the task of focusing on the ‘F’, the Financial domain as earning logics are normally situated in it. I say normally because I question if all earning logics deal with finance.

The Henley Centre taught us about six years ago at the Mobile Marketing Association gathering that money is not the only scarcity people have to their availability when exchanging products and services. Time, energy and space are as relevant as money is. But time, energy and space cannot be expressed in hard cash. This made me think about earning logics from a different perspective. What is the offerer of products and services doesn’t focus on getting money as a barter but instead the consumer’s time or energy or space? But for the sake of simplicity, I will start by trying to compose a list of earning logics that deal with money as means of transaction.

We often confuse business modeling with earning logics. STOF shows us that earnings (financial domain) is just one of four domains. So now my question: Can you help me with ideas, articles, whatever to cook up that list of earning logics? I’d be obliged and pretty soon, I will publish the list on this blog. Hope to hear from you.

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