Creating a Sustainable Business Model and a Win-Win Ecosystem

This chapter describes a new sustainable business model, Innovation 2.0, led and deployed by the author, with the goal of increasing the innovation level at the telco service portfolio for the end-user, thank to the convergence of Internet and Telco worlds and the ‘fresh’ and ‘effervescent’ proposals created by start-ups. This model, created by Win Win Consultants, a Spanish company leader in marketing and strategy issues, under the premises of fairness for the different players, requires an open-minded view of the businesses and, in fact, is a model for open innovation in telcos, which traditionally tend to address innovation from a prism more reactive than proactive. The model proposed has been deployed in Telefonica with very good results, deploying 12 commercial services, which have generated more than 10 Millions € incomes and 8 Millions of savings in investments. Innovation 2.0 is a sustainable model, finding a balance for all parties in a win-win basis and constitutes an appropriate model for the twenty-first century telcos. DOI: 10.4018/978-1-61350-519-9.ch014