Let's talk about the benefits of disruptive monetization! Disruptive monetization is the continuous and consistent process of identifying and accessing innovative revenue sources throughout the customer journey, that can help attract, cultivate, and retain customers to boost profits. Find real-world examples and practical advice on how to create new revenue through disruptive monetization. Download the white paper here: http://bit.ly/hybrisMESH

1. Expanding your
Business through
New Revenue Sources
Harvesting the Benefits of Disruptive
Monetization
SAP White Paper

2. INTRODUCTION
In today’s economy:
Traditional silos have
fallen.
The customer-
supplier relationship
has changed
significantly.
Innovation is no
longer just about
technology, but
about innovating how
you do business.

3. INTRODUCTION
Q: What can a
company do?
A: Disruptive
Monetization!

4. WHAT IS DISRUPTIVE MONETIZATION?
Disruptive monetization is the continuous
and consistent process of identifying and
accessing innovative revenue sources
throughout the customer journey, that can
help attract, cultivate, and retain customers
to boost profits, and remain in the black.
DISRUPTIVE
MONETIZATION
IS THE “NEW BLACK”.

5. DISRUPTIVE MONETIZATION PRINCIPLES / 1
Disruptive
Beats Tradition
 Connect consumers with the
brand, and make the brand
available on any touchpoint,
channel or device.
 Redefine yourself beyond your
industry category.
Contextual
Beats Generic
 Collect data to individualize your
product or service.
 Explicit data
 Implicit data
 Use the data to:
 Focus marketing
 Target and convert customers
 Personalize engagement
 Identify potential customers

6. DISRUPTIVE MONETIZATION PRINCIPLES / 2
Innovation
Beats Inertia
 41% of B2B companies
compete against their own
wholesalers, distributors,
and suppliers.
 Innovation is NECESSARY
to avoid commoditization
and obscurity.
 The cost of innovation is
decreasing.
 Innovation is not a single
project, but a way of doing
business.
Value
Beats Revenue
 Traditional business focuses
on sales through revenue.
 Disruptive business recognizes
the customer “journey.”
 The perception of “value”
carries more influence than
a single transaction.
Data Beats
Guesswork
 Use real-time data to:
 Verify the results of
monetization strategies
 Make strategic adjustments

7. DISRUPTIVE MONETIZATION PRINCIPLES / 3
Consistency
Beats Singularity
 Customers expect a consistent
experience.
 Consistency is the centerpiece
of the personalized, omni-channel
journey.
 Ensure the placement of content,
capabilities, and offers across ALL
channels.
Continuous
Beats Occasional
 The customer relationship
is a perpetual stream, not just
a transaction.
 Every activity within the commerce
relationship is part
of the journey.
 Data is the lifeblood. You
cannot improve what you cannot
measure.

8. CREATING NEW REVENUE / 1
You-as-a-Service
A business selling hard goods
can transform them into a service.
AGRICULTURAL
MANUFACTURING
EXAMPLE
A company selling tractors or
agricultural equipment, creates
new revenue by offering farm
services.
 (EXISTING)Tractor Sales
 (NEW) Farm Services;
maintenance of machines,
planting and seed guidance

9. CREATING NEW REVENUE / 2
Products as Service
Manufacturers can consider giving away
products for a greater B2B revenue share.
MEDICAL EXAMPLE
A manufacturer GIVES hospital
and x-ray or MRI machine.
 Hospital pays to use it
 Manufacturer offers additional
documents for download,
expanding the relationship.
(i.e., knee x-ray mapping
template)
 Downloads are done as
needed, and paid per-use,
or by subscription as a bundle
 Fees for cloud storage of
documents.

10. CREATING NEW REVENUE / 3
Commerce for Digital and Physical Products
Companies that sell products can expand digitally without converting completely to a service
ENTERTAINMENT
EXAMPLES:
Online customer orders a Play-
Station subscription and PS4
controller. They are processed
as one transaction, but delivered
separately; one by courier, one
digitally.
Tablet TV viewer watches a show,
and want to purchase a shirt like
the character. Offers appear on the
tablet during the show, and one-click
orders are enabled while the show
airs.
SOFTWARE
EXAMPLE:
B2B) SAP’s own SAPstore.com
(SAP Hana Marketplace), the
BlackBerry Enterprise App Store,
and Antivirus specialist AVG
provide new levels of online service
to complement their products and
real-world consulting services with
free trials, access to demos and the
ability to purchase via self-service.
MEDIA
EXAMPLE:
A global publisher of niche
magazines, such as men’s fashion,
wedding, and food, sells the items
mentioned in its articles through its
own bricks-and-mortar and online
stores. They use their content to
drive customers to purchase.
HIGH-TECH
EXAMPLE:
(B2C) Both Panasonic and Samsung
Electronics are vendors that sell
through digital storefronts using
guided selling. This enables
contextual and relevant offers,
cross-sells, and dynamic bundling
options, in real-time. The customer
can create a custom bundle, which
is processed and fulfilled by the
vendor, who simultaneously deploys
continuous commerce to collect,
analyze, and extract insights for
continuous contextual selling.

11. CREATING NEW REVENUE / 4
Subscription
The subscription model delivers
multi-faceted flexibility, including:
 Different price plans
 Varying subscription terms
 Assigned entitlements over multiple periods
 Variable billing cycle plans

12. CREATING NEW REVENUE / 5
MEDIA
EXAMPLE:
An online newspaper allows
customers who don’t want to pay a
full subscription to access individual
stories, on-demand at a lower price
than the subscription.
HIGH-TECH
EXAMPLE:
Allowing application download on
multiple devices, for a fee.
Entitlements
Entitlement services allow vendors
to define which content and services are
available to customers on a granular level.
 Pay-As-You-Go models
 Easy to manage
 Can be subscription based, or associated
with a specific product.

13. CREATING NEW REVENUE / 6
Dynamic Bundling/
Service Packaging
A collection of services or features,
delivered to the customer as a value-add
 Cellphone features offered in tandem with a subscription
 Access to a digital download of a single follow-up episode
of a TV series based on the purchase of a DVD or extra
footage of the series.
 Multiple channel viewing packages like SKY Movies and
SKY Sports

14. CREATING NEW REVENUE / 7
Frictionless
Commerce
Eliminating all barriers to a purchase
 One-Click purchasing
 Seamless cart
 Upgrade accessibility (Freemium to paid, basic to premium)
 Loyalty and reward programs convert frictionless transactions
to frictionless memberships, with benefits (Example:
Starbucks loyalty app)

15. CREATING NEW REVENUE / 8
Remarketing
Remarketing means having the ability to
recognize when someone has completed the
purchase or abandoned the cart, and then
send the appropriate number and type of
customized notifications.

16. CREATING NEW REVENUE / 9
B2B2C
Business-to-business companies
can extend their revenue streams by
connecting more directly with the public
in a sphere called B2B2C.

17. DRIVING TOWARD NEW REVENUE
Summary Key Points:
 The “service” mindset must prevail.
 Back-end systems must be in place, including:
 A product content management system (PCM),
with omni-channel capability.
 The ability to generate 360-degree data-driven visibility
 The ability to refine the customer experience on the fly
with business administration tools
 Front-end systems must be consistent and
responsive.
 Feedback systems must be present.
 Entitlements and bundling require flexibility.
 Make B2B work like B2C.
 Stay agile.
 Focus your efforts on the right prospects.
 Empower your customers to help themselves.
 Pull, don’t push.
 Gain real-time insights into customer intent.

18. FOR MORE ON DISRUPTIVE MONETIZATION
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