SENSI MEDIA

Cu2: Reborn
Re-engineering the business model of Cu2.
CM2033 - Dr. Matthijs Leendertse

2-11-2011

Rudolf den Hartogh 340907

1. Introduction
Nowadays, Facebook and Twitter are probably the most successful social networking sites in the world. In the Netherlands, there is only one Dutch social networking site that can compete with them, which is Hyves. With 4.854.500 registered users, Hyves is nearly as popular as Facebook, which has 4.979.000 registered users (Oosterveer, 2011). However Facebook and Hyves are innovative in several ways, they were not the first actors in the generation of social networking sites. Most people in the Netherlands probably do remember the Dutch pioneer in social networking sites: Cu2. This Dutch website, www.Cu2.nl, was launched in April 2000 and rapidly grew out to the market leader of social networking sites (RTL, 2005). Cu2 is a so-called social networking site , which is a type of social media. Agichtstein et. al. (2008, p.183) describe social media as popular usergenerated content , which is situated on web 2.0 domains, including social bookmarking sites, blogs, photo, video sharing communities and social networking sites (like Facebook and Myspace). There are different types of social media, but all of them contain user generated content, communities, and Web 2.0 technologies (Blood, 2004). Social media became increasingly popular by 2000 and are even more popular today, in 2011. However, Cu2 experienced a decrease in popularity, lost its leading position in social networking and is not unique anymore. That said, it can be stated, that somewhere it went tremendously wrong. I want to urge that several things need to change for the company behind Cu2, Sensi Media. Therefore, I decided to help Sensi Media with re-engineering their business model, in order to transform Cu2 into a successful social medium, just like Hyves, Facebook and Twitter.

2. Problem
Cu2 is a website where people have the opportunity to create their own personal profile with information about themselves, add pictures, and have the possibility to communicate with other users. The website was initially created by the company Media Design, incorporated by Ilse Media in 2005, and taken over by Sensi Media in 2009 (Derksen, 2003). In November 2003, the website had more than one million visitors per day and it became the Dutch market leader in social networking in 2005, with 630.000 active profiles (Derksen, 2003). Nowadays, the website published that it has 50.000 visitors per month (Sensi Media, 2011), which is a significant decline since 2005. Cu2 once was the most popular social networking site in the Netherlands and it can be successful again when the business model is re-engineered. By using different components of the business model canvas developed by Osterwalder & Pigneur (2010), Cu2 will reborn and become a successful competitor for Twitter, Hyves and Facebook. The starting point for re-engineering the business model for Sensi Media should be a shared understanding of what a business model is. For this paper, the definition from Osterwalder & Pigneur (2010, p.14) will be used, which states that a business model describes the rationale of how an organization creates, delivers, and captures value . According to these scholars, the model consists of nine building blocks that can be applied to every commercial company (see figure 1). The problems that Cu2 is facing will be linked to some of these building blocks .

Figure 1.

(Leendertse, 2011)

The fundamental problem for Sensi Media is the declining amount of visitors and users of Cu2. Research has shown that social media in general, are currently growing at an explosive rate , which is noticeable with Facebook, MySpace and Twitter (Asur et. al, 2011, p. 134). Figure 2 presents a comparison of statistics between Cu2 and Hyves, which shows that Cu2 users collectively send two text-messages in the last 24 hours, whereas Hyves-users collectively send 1.016.604 text-messages to each other in the same time (on November 2, 2011). This indicates that people turn other social networking sites over Cu2, because other products probably do a better job in satisfying the customers need than Sensi Media does. So, Cu2 has to be adapted to the needs of the customers, and to do so, it is vital to focus on the Customer Segments and Value Propositions (Osterwalder & Pigneur, 2010). Figure 2. Cu2 Hyves

(Cu2, 02-11-2011; Hyves, 02-11-2011) By looking at the Customer Segments, the customers will be taken into consideration and who they are. According to Valkenburg et. al. (2006), in 2006, most profiles on the Cu2 website (415.000) were from adolescents between 10-19 years old, which was approximately 22% of the Dutch adolescents. When taking the current website in consideration, it is questionable whether or not adolescents are still the target group of Sensi Media. Even more doubtful is, whether or the company itself has a clear image of who their customers are and who they want to address. The website is taken into consideration to further illustrate the problem. On

the front page of their website, Cu2 displays the top 10 most active male and female users (figure 3). For this paper, the ages of these users are attached in figure 4, which points out that the 20 most active users of Cu2 have an average age of 29. Of course, this average age is only based on 20 users, yet it is remarkable that the youngest user of the top 20 is 19 years old. It is an indication that the main target group of Cu2 is not adolescents, like Valkenburg et. al. (2006) state, but it is probably more likely that their customers are between 25-40 years old.

Figure 3.

Figure 4.

Top 10 Women Queen-13 x-x-x-x-x-x LightningCrashes RivellaDark dontthinkso Wacky-Mom Sister-Of-Mercy Saskia1978 chanievedder TwistedxFaith

Age 28 27 ? 19 27 29 24 31 21 ?

Top 10 Men King-13 Telstar Darklord LadyImmortelle Tja1974 Fox0o metalmike Psychoschaap Fantasy freak Pimmie

Age 38 54 30 ? 34 ? 32 29 21 22

(Cu2, 02-11-2011) That the website needs to be better adapted to this age group, is noticeable in the childish design of the website. Instead of asking the users real name for their profiles, the users are required to use a nickname on Cu2. At one hand the use of nicknames is good for people s privacy (Lam et al., 2008), but on the other hand , research pointed out that the use of nicknames leads to sex-role stereotypes and most adults perceive it as childish (de Klerk & Bosch, 1996, p.10). Another indicator of the childish setup of Cu2 can be perceived on the forum, which has the tab Zeurkous where people can complain about for instance, their parents (see figure 5). It is highly doubtful that customers, who are independent from their parents, will complain about their parents on Cu2. Figure 5.

A research from Lampe et al. (2006, p. 167) pointed out that the main reason for people to use a social networking site is to keep in touch with an old friend or someone they knew from high school . Therefore, a good networking site must offer social searching , which means that users can use a social networking site to find out more about people they have met in real life (Joinson, 2008). A main problem for Cu2 is that the use of nicknames has a negative effect on this social searching , which may have been of influence in the decline of visitors. According to Joinson (2008), the usability of the website and the possibility to easily upload photos are determining factors in the success of social networking sites. For Cu2, the design of user

profiles is based on a subset of HTML, which gives the users the freedom to put as many information on their personal pages as they want. The downside of working with a subset of HTML codes is that it makes it harder to create a good-looking profile, which results in disorderly profiles and many request on the forum for help with the profile (see figure 6 and figure 7). Additionally, users are currently not able to link their profile to their school, university, favorite movies or work; which is one of the factors of success for Facebook (Joinson, 2008).

Figure 6. a regular Cu2 profile.

Figure 7.

So, Sensi Media has to research their audience and needs, as well as customizing Cu2 and its services to these specific needs in order to create value. However, this may be not enough to turn their target audience away from competitive social networking sites, since many people may be already active on (a) social networking site(s) and do need an extra reason to turn to Cu2. Therefore, the company has to create an entirely new set of needs in order to be unique and give people a reason to switch over to Cu2. (Osterwalder & Pigneur, 2010, p. 23).

3. Theory
The following is a theoretical overview of the Customer Segments and Value Propositions, which are elements of the business model canvas, based on the findings of Alexander Osterwalder & Yves Pigneur (2009). The problem definition of Cu2 will be linked to these findings, in order to clarify what will be studied regarding these two elements. The Customer Segments refer to the different groups of people or organizations an enterprise aims to reach and serve and the Value Propositions refer the bundle of products and services that create value for a specific customer segment (Osterwalder & Pigneur, 2009, p.20-22).

Customer segments
As a media company you want to reach a certain audience and on the other hand you want to reach and serve organizations. These people and organizations will be the customers of the future and without them Cu2 will not survive for long. According to Ellis & Paulette (1992), understanding who your customers are and what they want is the first to prevent your company from losing customers. So, who are the Customer Segments for Sensi Media? At this moment Cu2 can be considered a multi-sided platform , since it serves two independent Customers Segments (Osterwalder & Pigneur, 2009, p.21). At one hand, Sensi Media needs a large base of active users to attract advertisers. On the other hand, the company needs advertisers to finance the hosting and maintenance of Cu2. Both segments are required to make the business model work for this company. Regarding Customer Segments, it has to be studied who the current users of Cu2 exactly are. Research must be done to their age, nationality, gender, educational level and work, relationship status, and their preferences. By studying these aspects of the customers, you ll get a better understanding of the customers and brings the opportunity to improve the website to the customers needs (Dunay & Krieger, 2010). This study will help you to recruit an audience and the results of such a study will make it easier to attract advertisers. Since advertisers are rational, hard data from your audience will improve the chances that they will choose your website (Leendertse, 2011). Additionally, it has to be studied whether or not it is possible to create another Customer Segment. Facebook, for instance, has three customer segments: users, advertisers and game/app developers (Osterwalder, 2011). With 250 million daily active users, it can be stated that this works for Facebook (FB factsheet, 2011). Therefore, understanding the current Customer Segments and researching the possibilities for a third Customer Segment for Cu2 may be of great benefit for Sensi media.

alue Propositions
A value proposition creates value for a customer segment through a distinct mix of elements catering to that segment s needs (Osterwalder & Pigneur, 2009, p. 21). Basically, the question arises: for what value of Cu2 are your customers willing to turn your website over competitive social media? Only by having a product that is valuable for your customers, advertisers are willing to invest in your product. We will look at the following Value Propositions: the brand/status, accessibility, usability, design and risk reduction. Below, a theoretical explanation of these elements follows.

Brand/Status
First and foremost, Sensi Media has to determine what their philosophy is behind Cu2 and related, how they want the customer to perceive their brand. Customers may find value in the simple act of using and displaying a specific brand (Osterwalder & Pigneur, 2009, p. 24). Brands often represent a certain lifestyle, which may have both positive and negative effects for the product. Some people will perceive the association with the brand as attractive, whereas for others it may be a barrier to visit the website. Therefore, study has to be conducted among Dutch citizens, to find out what the current brand/status of Cu2 is. With the results of that study, Sensi Media will know what the current brand/status is of their website, which will provide insight in what they have to change.

Accessibility
Making products and services available to customers who previously lacked access to them is another way to create value (Osterwalder & Pigneur, 2009, p.25). The initial success of Cu2 can be explained according this statement: Cu2 was one of the first websites that provides access to user information. For advertisers, such a website is an enormous advantage to easily study audiences at one hand, and promoting their product on the other hand. However, the growing competition, like Facebook, provided the users even more access than Cu2, which is a determining factor in the decline of visitors for Sensi Media. As pointed out in the problem definition, social searching is of fundamental value for the accessibility of a social networking site. Therefore, it should be studied whether or not it is possible to create a system that makes social searching more effective and convenient, and provides more user data for advertisers. This will probably attract more users, as well as more advertisers.

Usability and Design

Prior research pointed out that usability of social networking sites is a determining factor for its success and making things more convenient or easier to use can create substantial value (Joinson, 2008; Osterwalder & Pigneur, 2009, p.25). Therefore, Cu2 should research is how they can improve the usability of the user profiles. As stated in the problem definition, the website is now based on a

subset of HTML. The popularity of the Help tab on the forum (12.406 requests for help (figure 7)), is an indication that the current design might need improvement. Additionally, Cu2 is currently only available in the Dutch language, which limits the amount of users. First, I would like to suggest studying the possibilities for a standard format for the profiles, because this also works for competitive social media, like Hyves, Facebook and Twitter (Lampe et al., 2006). Secondly, I would like to have studied whether or not the implementation of other languages would be of significant value for Cu2. Third, Sensi Media has to research the possibilities to create an entirely new set of needs in order to be unique and give people a reason to switch over to Cu2. (Osterwalder & Pigneur, 2010, p.23).

Risk reduction
With risk reduction is meant that a company minimizes the risks for their users when they use their product (Osterwalder & Pigneur, 2009). At this moment, everyone can sign up to Cu2, use any nickname they want and spread false information about themselves. To reduce risk, Sensi Media could supervise the profiles on their website by monitoring pictures, filter sexual and taunting language and exile other intimidating or harassing behavior. To improve risk reduction, I would like to suggest conducting a study that explores existing forms of risk reduction that are proved to be successful. There must be researched how other social media reduce the risks for their users and it be must examined whether or not it can also be applied to Cu2. Additionally, there has to be looked at new, innovative forms to minimize the risk for the users.

4. Assumptions
In 2005, Cu2 was the most popular social networking site in the Netherlands, but somewhere it went wrong. Other websites, like Hyves and Facebook became more successful; what did they do better than Cu2 and is it possible for Sensi Media to become market leader again? In order to help Sensi Media, it may be beneficial to take some best practices of other media products into consideration. When I think about Cu2, I think about Nintendo. Just like Cu2, Nintendo was with the launch of the Nintendo Entertainment System one of the first in its generation. Nintendo was the market leader in videogame consoles and portable consoles, until Sony s Playstation I and Playstation Portable came out. Nintendo perceived a decline in customers and for a period, they had no answer to the competition. Though, instead of accepting this decline, Nintendo decided to mainly target the audience its competitors did not target: youth and families. However, this was not enough: they had to further distinct themselves by satisfying an entirely new set of needs that customers previously didn t perceive (Osterwalder & Pigneur, 2009, p.23). With the Nintendo DS and Wii, they created an innovative experience for their users, which their competition later imitated. Yet, by the time the competition had an answer (with Playstation Move and Xbox Kinect), Nintendo was already a step ahead on the competition by announcing a new innovative console: the Wii U. For more information about reconfiguration, creation of a new market and technological changes of Nintendo, see Subramanian et al., 2011. Other companies that might be interesting to take into considerations are Hyves and Facebook. In the Netherlands, Hyves (4.854.500 users) is nearly as popular as Facebook (4.979.000) users (Oosterveer, 2011). This indicates that it is possible that multiple social networking sites are popular simultaneously and scholars studied why some social networking sites are more popular than others. For instance, Joinson (2008) indicated that social connection leads to an increase of users on Facebook. This implies observing the profiles of friends and comment on the personal status of others. Additionally, he states that people spend more time on Facebook due to specific content, like games, polls and other gadgets. Another research from Zywica & Danowski (2008) points out that when social networking sites explicitly show how many friends a user has, it will be more likely to become popular than websites that do not imply an overview of friends. The reason is that people with many Facebook-friends are considered to be more popular than people with fewer friends. Another research from Brandtzaeg & Heim (2008) found that user-friendliness is one of the three most important motives to choose, or abandon, a certain social networking site. Their study showed that people are experiencing frustrations when adapting a personal profile cost too much effort, when the website is lagging and when the layout of the website is inconvenient. Every social networking site has unique applications to share information and experience

amongst users. These applications can be a detriment or an advantage for the website. Fox & Naidu (2009) compared different social networking sites, like Myspace and Facebook to discover which was the most user-friendly. They let inexperienced users create an online photo album, change the privacy settings and send their friends messages. The study pointed out that Facebook was most user-friendly, because it cost the participants less time to finish the tasks with Facebook than with other websites. Hart et al. (2008) also studied Facebook and concluded that the success of the website is largely due to good online navigation possibilities and the high user-friendliness. According to Nielsen (2005), user-friendliness is stimulated by a minimalistic design, flexibility and consistency. Hart et. al. (2008) state that social networking sites should feed the curiosity of users and offer them an enjoyable experience. To achieve this, a combination of Nintendo s strategy and Facebook s user-friendliness would probably be the best combination for Cu2. Sensi Media has to offer the most user-friendly social networking site and must try to be one step ahead on the competition

5. Method
In order to really help Sensi Media re-engineer their business model, further research must be conducted. Therefore, I formed a short research proposal, detailing what I want to research for this company and what methods will be used. Because of increasing popularity of social media, there has arisen a strong interest to research these new media. Consequently, many books and journals have been written about social media and their influence (Rombout, 2011). Therefore, the focus will be on quantitative- and qualitative content analysis and additional interviews will be conducted to achieve information that cannot be obtained by content analysis. Quantitative content analysis According to Ellis & Paulette (1992), the success of a product starts with understanding who your customers are and what they want. Since most users of Cu2 publish personal information on their profiles, I think it is useful to start with a quantitative content analysis of the Cu2 profiles. In order to be representative, all profiles must have the same chance of being selected, which can be achieved by using a random number generator. Additionally, a standard data collection form will be used by the research staff to record specific types of information (Hinduja & Patchtin, 2008). With the help of this content analysis, an overview will be formed of the current users, providing information about their age, nationality, gender, educational level and work, relationship status, and their preferences. Furthermore, all viewable elements on each Cu2 profile will be reviewed, including comments left by visitors. There will be searched for communalities, in for example, amount of information, type of layout and amount of pictures. These results can provide us with a more specific indication of what the Cu2 user does like to publish on its account. It will help the designers to adapt the layout of the website to the customers needs Brandtzaeg & Heim (2008). A similar quantitative has proven to be effective form Myspace (Hinduja & Patchtin, 2008)

Qualitative content analysis When it is known who the customers of Cu2 are, it is vital to become further aware of their needs. This can be achieved by conducting a qualitative content analysis of prior research that is conducted (Babbie, 2007). Scholarly literature will be extensively explored to find out what your audience needs are and what the determining factors are in the success of similar social networking sites, like Facebook. For this research, I intend to study about 30 scholarly articles and books. Facebook is the most successful social networking site and there exists an extensive amount of literature that explains the success of the website (Fox & Naidu, 2009). For this reason, half of the scholarly

literature that I am going to study will be about Facebook. This qualitative content analysis will provide Sensi Media with knowledge that can help them understanding their audience and their needs. Only then, it is possible to successfully adapt the website to the customers needs (Dunay & Krieger, 2010). According to Rombout (2011), knowledge of your competitors strengths can help you to improve your own product. Additionally, the products of the competitors have to be researched and become aware of their services and activities, in order to be distinctive (Brandtzaeg & Heim, 2008). To further illustrate: only when you know the competences of others and what is already out there , you can think of something that is innovative. Interviews Besides content analysis, interviews will be conducted among Dutch citizens to find out what their image is of with Cu2 and what they think that needs to change for Cu2 in order to attract them. The reason for choosing interviews and not surveys is that it provides more details, provides more room for alternatives and you can make sure that the respondent correctly interpret the questions (Babbie, 2007). It will help Cu2 with redesigning their website and alter it to the needs of the customer.

6. Plan
As most of my cost-associated activities are related to time, this section presents my time schedule and costs for performing the proposed research. The proposed research project will result in a final report, which will be completed by February 1, 2021. To reach this goal, I will follow the time schedule that is presented in figure 8. Since I already have access to the Cu2 profiles and scholarly literature, most of my time will be spent on exploring and examining all the information, finding the key successes of other social media and conducting interviews. Timetable

Total time available

3 months (until February 2, 2010)

Time Period Dates (from X until Y) 4 November 6 December 4 November 4 November 5 November 24 November 25 November 4 December 5 December 11 January 5 December 14 December 15 December 22 December 23 December 27 January 28 January 6 January 7 January 11 january 12 January 31 January 12 January 13 January 22 January 22 January 31 January 1 February 6 February 1 February 2 February 3 February 5 February 6 February 4 November 6 February

Quentitative content analysis Creating a standard data collection form Learning how to work with the random number generator Selecting Cu2 profiles, analyzing and recording information. Organize recorded information and write a report Qualitative content analysis Finding useful scholarly literature Reading and analyzing scholarly literature Write a report about findings from scholarly literature Analyzing competitive products Write report about findings from competitive products Interviews Creating the questionnaire for the interviews Conducting the interviews Organizing results and write report Final Report Drawing conclusions from the findings Write report and make recommendations Presentation of the findings to Sensi Media Total

32 days day day 20 days 10 days 37 days 10 days 7 days 5 days 10 days 5 days 21 days 1 day 10 days 10 days 6 days 2 days 3 days 1 day 90 days

Costs Given that the profiles of Cu2 are publically available and all of my academic sources are available through the Erasmus University library system, there are no significant costs associated with performing the content analysis. Unless one takes the amount of tuition spent on maintaining the Erasmus University library into account. The only minor costs are photocopying articles, printing and binding my reports and possible travel costs for conducting the interviews. I estimate that these expenses will not exceed 150,-. Most costs for Sensi Media will be to pay the junior research analyst, which would be me. I charge 20, - per hour (gross), which would be 160, - on an 8-hour workday. I estimate that the research will take up to 90 days, which means that the company has to pay (90*160=) 14.400 euro s (gross). I estimate the total costs for Sensi Media to be 14.550 euro s.

7. Reflection
For me, this was a difficult and time-exhausting assignment, because I was not very familiar with business models and economic aspects of media. Sometimes, it was hard to find sources that were useful for this case study about Cu2, and it had cost me a lot of time to get. From the problem definition on, I discovered that I had underestimated this assignment. Different from previous assignments, we had not only to apply the business model canvas, but also give a clear problem definition, specify the methodology and create a research plan. Especially, the problem definition and the plan took more time than I had expected. In the end, I must say that I am proud on the research proposal that I have created. The quality of the paper may be not perfect, but I did my best. I have learnt a couple of interesting things by reading articles for this paper, which are hopefully useful in the future. However, my knowledge about the business of media is very general; this assignment definitely provided me more insights in the economic side of media. Though all of this knowledge can be very beneficial for a company, I realize that there is not one solid formula that can guarantee the creation of a successful product. Even the best business plans and research proposals cannot precisely predict consumer behavior, which is a safe thought, because otherwise companies probably make abuse of it.

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