The business model ontology


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This presentation includes the infrastructure management in business model ontology.

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The business model ontology

  1. 1. The Business Model Ontology INFRASTRUCTURE MANAGEMENT part 1 By H.N.Gunasinghe – AS2010379 CSC 368 2.0 Enterprise computing and ERP systems Department of Computer Science and Statistics , USJP
  2. 2. Overview • Introduction • Capability Element • Resource Element • Value Configuration Element • Activity Element 2
  3. 3. Introduction • The Infrastructure Management is about how a company creates value. • It describes what abilities are necessary to – provide its VALUE PROPOSITIONs – maintain its CUSTOMER INTERFACE 3
  4. 4. Definition • INFRASTTRUCTURE MANAGEMENT describes the value system configuration that is necessary to deliver the value proposition and maintain customer interfaces. This comprises the VALUE CONFIGURATION of the firm, in other words the activities to create and deliver value, and, the relationship between them, the in-house Capabilities and those acquired through the firm’s PARTNERSHIP network 4
  5. 5. Elements • Capability • Actor • Resource • Value Configuration 5
  6. 6. Capability Element 6
  7. 7. Capabilities by Wallins 7
  8. 8. eBay- Example (Capabilities) 8
  9. 9. Actor Element 9
  10. 10. Resource Element (1/3) 10
  11. 11. Resource Element (2/3) Recourse type {Tangible} concerns the most conventional resources, such as plants and equipments {Intangible} concerns a category that has gained importance over the last decades (patents, copyrights, reputation, brands and trade secrets) {Human} Depending on the type of firm people-based skills are of crucial value. (consultancies, hospitals, universities and firms that rely on innovation) 11
  12. 12. Key Resources of eBay Tangible • holds property in the U.S. and 19 other countries. • This property is used for administrative offices, data centers, product development offices, and customer service offices. • These facilities are vital for housing the servers, data, and people that allow eBay to exist day-to-day. • The server infrastructure has been designed around industry-standard architectures to reduce downtime in case there should be a catastrophe. Human • eBay's continued future performance is strongly predicated upon the ability of it's senior management. • In this category eBay is looking at some significant risks in the future since they do not have "key person" life insurance policies. • They also have some vacancies in the senior management team. • Compounding on these other issues is the fact that eBay has experienced some difficulty in answering the principal- agent problem due to a fluctuating stock price. 12 Intangible • Intellectual property is critical to the success of eBay. • Trademark, copyright, patent, domain name, trade dress, and trade secret protection are vital to eBay's business model. • eBay's marketplace and payments platforms depend on proprietary technology and services. • EBay has, over its lifecycle, developed user interfaces, customer tools, transaction processing, and database and network applications that are core to the ability of buyers and sellers to complete transactions on any of the eBay sites.
  13. 13. Resource Element (3/3) 13 RELATED TO ACTIVITY - RESOURCE relates to one or several Activities
  14. 14. Value Configuration Element (1/3) • the main purpose of a company is the creation of value that customers are willing to pay for. • This value is the outcome of a configuration of inside and outside activities and processes. • The VALUE CONFIGURATION shows all activities necessary and the links among them, in order to create value for the customer. 14
  15. 15. Value Configuration Element (2/3) 15
  16. 16. Value Configuration Element (3/3) CONFIGURATION TYPE {Value chain} contains the different activities a firm performs to deliver low-cost or differentiated products. The main activities include inbound logistics, operations, outbound logistics, marketing and sales, and service. {Value shop} The value shop represents an extension to the value chain framework. main activities of a value shop contain problem finding and acquisition, problem solving, choice, execution and control and evaluation. The value creation logic of a value shop is resolving customer problems. The main interactivity relationship logic is cyclical {Value network} In the value network value is created by linking clients or customers who are or wish to be interdependent. The firm itself is not the network, but it provides a networking service. this is the value configuration that exists when a firm is an intermediary, such as a broker or a market maker. 16
  17. 17. Value chain model for eBay 17
  18. 18. Value network model for eBay 18
  19. 19. References • 6_key-resources • http://www.valuenetworksandcollaboration.c om/images/CH-13-Futue-ForPDF-update.pdf • gic-evaluation-of-ebay 19
  20. 20. Q&A Thank You !!! 20