Have you been to an orchestra ever before? Could you remember the feelings you have when you listened to the orchestra? Is it an enjoyable time to relax yourself? I think the answer should be “yes”. It is a really good way for relaxing. The wonderful musical notes flow over your mind like a lovely trickle. It creates a paradise where you can forget any troubles and difficulties but only enjoy the present, the moment. Do you ever observe how the orchestra cooperates together? A perfect performance relies on the arrangement of each instrument. Each kind of instrument is responsible for its part and works together to create a whole orchestrated performance. This is the meaning of orchestration in music. Now, orchestration is a familiar term for you, but do you know the meaning of it in business activities?

The meaning of orchestration in business activities is similar to the one in music. It means that each company is a part of the whole project and makes use of its own advantages to work together. These companies can be linked by different ways, such as a platform, a subsidiary company, and a main company. The most common way is that a main company sets up a cooperating network to link all partners together. The main company is responsible for assembling and managing this network. The difference between orchestration and cooperation is that orchestration is not only a kind of cooperation, but also a long-term agreement to maintain common profits as it is a kind of operating method. The key point is that companies are not necessary to enter the field which they are not familiar with. They do not need to spend lots of money in invention and development of technology to grasp the market share.

Apple Store is an excellent example to explain the meaning of orchestration in business. Apple gives the opportunities to independent developers to release their applications in the Apple Store. Apple cannot develop so many applications by itself, because it costs lots of capital and time. Besides, the follow-up services of applications also need plenty of capital and human resources. Therefore, Apple decides to open the application platform to other developers, while Apple only charges some management fees. Through this way, developers get the maximum benefit. Apple company only needs to develop its systematic software, and other developers will invent and develop thousands kinds of applications to enrich the usefulness and convenience of iPhone and iPad. This is helpful to increase users’ dependence of iPhone, namely, increasing the sales of iPhone and iPad.

Let us back to the music. How do you get access to music? Do you buy CDs or download illegal music from the Internet? The development of technology changes people’s life. Digital music becomes the most popular and convenient method to get access to new songs. Spotify, a company, offers digital music services for customers to get access to millions of songs. It cooperates with international record companies such as Warner Music, Sony, and EMI. It sets up a network of partners to create a business environment to sell its services and products. The company does not employ any musicians or artists, but it offers a platform for them to release their songs. Customers can listen to their favorite songs through one software or one application. This attracts people who are tired of downloading various applications and people who want to listen to songs with copyrights. The operating method of Spotify is similar to Apple Store, which is a typical operating method of orchestration.

So do you get the meaning of orchestration and how it works to create more profits? Maybe you can try to find other ways to create an orchestrated network and gain profits for yourself.

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