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Lucas Antón, Esther (2017)
Publisher: E.T.S.I y Sistemas de Telecomunicación (UPM)
Languages: Spanish; Castilian
Types: Bachelor thesis
Subjects: Empresa, Informática
El proyecto consiste en un estudio del modelo de negocio de una empresa de ocio digital sobre un producto en concreto que sacó al mercado en el año 2016 a través de un juego de plataforma móvil en relación con el mundo de las redes sociales y en concreto de los youtubers, tan en auge en este momento. En la primera parte del proyecto podemos encontrar un estudio teórico de los actores que nos ocupan en el documento, como son los modelos de negocio, desarrollando tanto una visión general como un estudio del método que hemos usado del lienzo de modelo de negocio desarrollado por Alexander Osterwalder e Yves Pigneur en 2011, la evolución de las aplicaciones para plataforma móvil, las redes sociales o el fenómeno youtuber. En la parte práctica del documento, se puede encontrar un estudio exhaustivo del modelo de negocio inicial con el que la empresa sacó a la luz su producto, desde el punto de vista del lienzo del modelo de negocio nombrado en el párrafo anterior. En él, se explica parte por parte las decisiones que se tomaron para sacarlo al mercado, y si fueron correctas o no. Después de explicar este modelo de negocio inicial, se realiza un estudio adicional sobre los datos económicos que produjo la salida a la venta desde varias perspectivas, como país, youtuber o sistema operativo, en el que se pueden ver las consecuencias de la elección equivocada del modelo, en el primer día, el primer mes, y hasta mayo de 2017. Por último, se desarrolla un nuevo modelo de negocio siguiendo las pautas del lienzo comentadas anteriormente para el mismo producto y partiendo del original, explicando sus pros y sus contras y proponiendo nuevas solucionas para cada una de las partes erróneas, explicando los porqués de estos cambios y las posibles soluciones para que el modelo de negocio tenga éxito. ABSTRACT. The project consists in a study of the business model of a digital company about a specific product launched in 2016 through a mobile platform game in relation to the world of social networks and the youtubers phenomenon, so booming now. In the first part of the project we can find a theoretical study of the actors that occupy us in the document, such as business models, an overview and a study of the method we have used in the document, the canvas of business model developed by Alexander Osterwalder and Yves Pigneur in 2011, the evolution of applications for mobile platform, social networks and youtuber phenomenon. In the practical part of the document, the reader can find an exhaustive study of the initial business model with which the company sell its product, from the point of view of the canvas of the business model named in the previous paragraph. In it, it explains part by part the decisions that were taken to take it to the market, and if they were correct or not. After explaining this initial business model, the reader can find an additional study on the economic data that produced the sale of the product from various perspectives, such as country, youtuber or operating system, and the consequences that the wrong choice of the Mode caused, on the first day, the first month, and until May 2017. Finally, a new business model is developed following the guidelines of the canvas mentioned before for the same product and starting from the original, explaining its good and wrong things and proposing new solutions for each of the erroneous parts, explaining the reasons for these changes and possible solutions to make the business model successful.

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