From Products to Service and Experience

Based on the example of Koch Media, a video games
publisher, the transition of a product-focused
company into a service and experience business is
analysed. The company had to develop an integrated
customer-centric service offering around an
attractive entertainment experience. This required a
transformation with fundamental implications for the
company s culture, structure, resources,
capabilities and marketing strategy.
This book analyses these implications and identifies
necessary changes and implementation options.
Building on both academic and hands-on experience it
provides insight and recommendations regarding scope
and challenges of such a transition.
Based on interviews with industry experts,
comprehensive secondary research and direct
observation the traditional video games and new
online (MMO) market are compared to identify
differences, critical success factors and necessary
changes to the company s internal environment. The
literature review explores the relevant academic
background including service and experience concepts
and change management theory. Finally
recommendations are made for the actual
implementation.