Defining Value Domains

Insurance company:

• Each domain is formed around an insurance type

Gambling, gaming:

• Each domain is a large game or a set of games.

• Important: the platform that the games are built on top of is not a value domain as it is not customer-focused, and it doesn't make money on its own.

• If, on the other hand, the platform is sold separately to external vendors as a product, then such a value domain can exist, but technically the platform code will be shared among all domains.

Bank/Fintech:

• Each domain is a business line with its investment strategy, almost like separate businesses that can be started and shut down independently.

• Online banking (b2c), large business accounts (b2b).

E-commerce:

• Domains can be formed around different brands (for several large brands) or sales types (online sales, brick-and-mortar).

• Avoid funnel-like domain forming: acquisition, activation, retention - creating value domains along these lines will lead to an under-optimized user experience due to a lack of holism in looking at the user journey.