This is my introduction into FIspace that was used for the presentation of Jaap van der Pol, a student from the Free University of Amsterdam that did his MSc thesis research on a Business Model for FIspace, the B2B collaboration platform for Agri-Food, Transport & Losgistics. I included the main concluding slides from him in this presentation.

1. Future Internet
Business Collaboration
Networks in Agri-Food,
Transport & Logistics
Short introduction
Wageningen, 28 May 2014
Sjaak Wolfert
Project Coordinator
LEI Wageningen UR

2. Outline
• Future Internet Public Private Partnership (FI-PPP)
• FIspace
– B2B platform with App store & B2B collaboration core

3. FI-WARE serving usage areas
3

4. FI-PPP Programme Architecture
90 M€ 80 M€ 130 M€
FInish
SmartAgriFood2

5. Location-based
services
Internet of Tings Wireless Sensor Networks
Consultants
Forwarder
Production
Plants
Carriers
Ports
Customs
Banks
Insurances
Authorities
Consumers
Future Internet Features
Social Media
Motivation and Impact
Agri-Food, Transport and Logistics:
• EU turnover: 1,500 billion €
• Efficiency: 148-220 billion € savings
• Sustainability: 26.5% of CO2 emissions
FIspace will facilitate:
■ … seamless cross-organizational
collaboration (information
exchange, communication,
coordination of activities)
■ …unprecedented transparency,
visibility and control of processes
(using Internet-connected sensors and
IoT devices)
■ …rapid, easy, low cost
development and deployment of
customized solutions (apps and
services)
■ …agile formation of business
networks and ecosystems (social
networks and app/service markets)
Privacy & Security
Internet of Services
Cloud Computing
Linked Open Data, Big Data

6. FIspace platform High Level Architecture
I2ND
IoT
IoC
IoS
S&T
GENERIC ENABLERS
Base Technologies
Validation
1. Crop Protection
Information Sharing
2. Greenhouse
Management &
Control
3. Fish Distribution &
(Re-)Planning
4. Fresh Fruit and
Vegetables QA
5. Flowers & Plants SC
Chain Monitoring
6. Meat Information
Provenance
7. Import & Export of
Consumer Goods
8. Tailored Information
for Consumers
Trials:
T270: Security, Privacy, Trust Framework: SPT (KOC)
T250: System & Data Integration
(ATOS)
T240: B2B Collaboration Core
(IBM)
T230: App Store (IBM)
T220: User Front-End (ATOS)
T260:OperatingEnvironment
(IBM)
T280:SoftwareDevelopmentToolkit:
SDK(ATOS)
FIspace = the Facebook for B2B

7. FIspace approach: Software Mass Customisation
FIspace
App Store
My FIspace (BCM)
Develop
Apps
Pre-configure
User Systems
Customize &
Use Systems
FIspace Platform
Single App
Configuration
App developer Business Architect User (farmer,
transporter, ...)

8. Example: Spraying Scenario
Scenario: get expert advice for spraying to handle disease on tomatoes
State AuthorityFranz Farmer Ed Expert
Spraying
(follow advice)
Create
Advice
Approval
Request
Advice
CollaborativeBusinessProcessBack-EndSystems
Farm / GH
Management
Systems
Sensor Network
in the Greenhouse
Agronomist
Expert System
Regulations &
Approval System
1
2
3
FIspace App
‘Weather
Information’
FIspace App
‘Spraying Expert
Advice’
FIspace App
‘Spraying
Certification’
product type, etc.
sensor data
(access details)
suggested
chemical
advice details
certification
details
8

9. T270: Security, Privacy, Trust Framework: SPT (KOC)
T250: System & Data Integration
(ATOS)
T240: B2B Collaboration Core
(IBM)
T230: App Store (IBM)
T220: User Front-End (ATOS)
T260:OperatingEnvironment
(IBM)
T280:SoftwareDevelopmentToolkit:
SDK(ATOS)
FIspace ecosystem development
Industries
(converging)
Farming & Manufacturing Transport & Logistics
(Producers, Farmers, Manufacturers, Suppliers, ..)
Wholesale & Retail Health Sector
(Forwarder, Carriers, 3PL / 4PL, Ports, …) (Warehouses, Supermarkets, Stores, …) (Banks, Insurances, Authorities, ..´)
ICT Industry
(going to the Cloud)
Cloud Operators &
Infrastructure Providers
Business Configurators
I2ND
IoT
IoC
IoS
S&T
(+ follow up)
GENERIC ENABLERS
DEVELOPMENT
TOOLKIT
Base Technologies
Validation
App & Service Providers

10. Platforms
How to get started?
Who will pay?
Q1:
Platforms
Q2:
Third party
applications
Q3:
Users

11. Towards a business model!
sjaak.wolfert@wur.nl
www.FIspace.eu

12. Concluding slides Jaap van der Pol
• The next slides contain the main conclusions of the thesis
research of Jaap van der Pol, a MSc student from the Free
University of Amsterdam

13. What is a viable business model for
the electronic business platform
FIspace?
Jaap van der Pol
VU Amsterdam

14. Business model
criteria
•Efficiency
•Uniqueness
•Appropriateness
•Profit boosters
• FIspace aims to make
businesses collaborate more
efficient
• More than half of the
interviewees see FIspace as
unique.
• Consensus about some
business model building
blocks.
• First mover advantage,
reputational effects
• Proof of added value is
lacking.
• A few stakeholders do not
see why FIspace is unique.
• Lack of consensus for other
business model building
blocks
• Threat of other platforms
+ -

15. Platform
challenges
•User acquisition
•Scaling up
•Balancing interests
• FIspace has a lot of
stakeholders. Phase 3 brings
even more.
• Stakeholders are willing to
spread the platform via their
networks. Marquee users.
• Stakeholders at all sides of
the market are involved
• Some stakeholders are not
convinced of FIspace’s added
value. There is no
commercial drive behind it.
• Stakeholders that are not
convinced will not spread
the platform
• There has to be a viable
business model for every
individual stakeholder at all
sides of the market
+ -

16. • Make FIspace more tangible
– Calculate added value for apps and trials
– Finish first version
– Proof of principle
– Decide on revenue streams
– Find evangelists to take it beyond the
development phase
My advice for FIspace