TBI Case Study: YouTube
The success of YouTube serves as a perfect example to illustrate the principles of TBI, from business aspect and technology aspect.
About YouTube
1.
What are the three numbers? 1.65B/67 = 25 millions for each employees
2.
Is 1.67B the value of a Fortune 500 company? Yes.
3.
What is YouTube’s value? Brand equity: customer base (memory/likeability)
4.
Who founded YouTube? Mr. Hurley, 29; Steve Chen, 28
5.
What is the Technology behind YouTube?
Relevance to business aspect of TBI
1. Figure 1 shows 4P and M.
Market of YouTube: millions of users (consumers) and Google (business consumers/investers)
Product of YouTube: www.youtube.com
User-produced C2C Videos
Price of YouTube: 0 for consumers, 1.65 Billion for Google.
Place of YouTube: transactions over Web
Promotion of YouTube: Word of mouth
2. Three attributes of innovation:
Novelty:
C2C on Video as opposed to C2C on purchasing (eBay)
Relevance to market (Google):
Importance (value): large market share and brand equity 1.67B
Relevance to technology aspect of TBI 3-tier architecture/Web server/development
1.
Login: user authentication – PHP (Chapter 7)
2.
Upload video – PHP capable
3.
Present – PHP organize and display

Figure 1: 4P-M