P1 2-jesper thestrup

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Jesper Thestrup from In-JeT ApS presented "Identification of value objects in IoTS: How to create dynamic value constellations" (FInES Workshop at Aalborg)

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P1 2-jesper thestrup

  1. 1. Enabling theBusiness-BasedInternet of Things and Services Identification of value objects in IoTS How to create dynamic value constellations Translating Knowledge into Growth FInES Workshop - FI week 9 May 2012 Jesper Thestrup In-JeT ApS
  2. 2. Things to reflect on from this presentation  Identification of Business Value Objects  Transforming enterprises for growth  What is a value object?  Modelling of IoTS Ecosystems  Value models  Methodologies  Establishing sustainable, dynamic value constellations  Cases  Conclusion9 May 2012 Value based Business Models - FInES Workshop - FI week
  3. 3. Trends from Products to Value Services Total Management Risk/value Operational Facility Management Management System Contract Remote Compliance Integration Maintenance Monitoring Monitoring Product Logistics Installation Commissioning Service Product offerings9 May 2012 Value based Business Models - FInES Workshop - FI week
  4. 4. Hitting the ”sound barrier” … IoTS provides Connectivity and Multimodality in domains with different technology clockspeeds.. Lifetime typically Rapid changing device more than a decade technology ~18 mos9 May 2012 Value based Business Models - FInES Workshop - FI week
  5. 5. The IoTS ecosystem  Pervasive digital environment  Populated by digital components  Evolves and adapts to local conditions The Digital Ecosystem of IoTS is not a piece of software It is a digital infrastructure that transport services and knowledge and so empowers the whole business network9 May 2012 Value based Business Models - FInES Workshop - FI week
  6. 6. Modelling the IoTSecosystem Value models e3value methodology
  7. 7. A Value Based Business Model WHAT? Value proposition HOW? WHO? Value configuration Customer group Partnership Dist. Channel Core capability Relationship Revenue Cost Operation and delivery Customers Collaboration Distribution Key competencies Retention Source: Yves Pigneur, 20069 May 2012 Value based Business Models - FInES Workshop - FI week
  8. 8. Modelling ontology Business ICT Business ICT Product Strategy Strategy Strategic fit Organisational ICT Infrastructure Infrastructure Functional integration Process models are designed to give optimum process implementation, but are not so effective in radically new approaches to the way the company is doing business9 May 2012 Value based Business Models - FInES Workshop - FI week
  9. 9. Modelling ontology Business ICT Business ICT Product Strategy Strategy Strategic fit Organisational ICT Infrastructure Infrastructure Functional integration Value modelling looks at where value is created and for whom. Value modelling is very suitable for engineering radical strategic changes including new product strategies and organisational infrastructures9 May 2012 Value based Business Models - FInES Workshop - FI week
  10. 10. Value modelling  Is the offering feasible in terms of value proposition to the customer?  Is the offering overall profitable?  Is the global profit fairly distributed on all the involved actors?  Is the intended offering feasible in terms of usability?  Is the offering easily understood and acceptable to all stakeholders?9 May 2012 Value based Business Models - FInES Workshop - FI week
  11. 11. Elements of the Value Model Value activity is a consist of Modelling value configurations implements Core needs Value capability creates Value proposition configuration Actor by Distribution channel Value concernsconfiguration Patnership agreement Core capability Modelling partnerships Actor with 9 May 2012 Value based Business Models - FInES Workshop - FI week
  12. 12. The e3value modelling methodology  A lightweight approach to carry out the value analysis in a limited timeframe (iterations of the creativity process)  An economic value aware approach to capture and evaluate a value proposition (where is the money?)  A multi-viewpoint approach to deal with a wide range of stakeholders (who else needs to be in the game?)  A graphical conceptual modelling approach to create a common understanding Source: Jaap Gordijn, Vrije Universiteit Amsterdam www.e3value.com9 May 2012 Value based Business Models - FInES Workshop - FI week
  13. 13. e3value methodology and tool The e3value ontology expressed in a UML class diagram (Jaap Gordijn, 2002)9 May 2012 Value based Business Models - FInES Workshop - FI week
  14. 14. Establishing sustainable,dynamic valueconstellations Cases
  15. 15. Thetraditionalbusinessecosystem 9 May 2012 Value based Business Models - FInES Workshop - FI week
  16. 16. Baseline Ajax business case9 May 2012 Value based Business Models - FInES Workshop - FI week
  17. 17. Extended Ajax service business case9 May 2012 Value based Business Models - FInES Workshop - FI week
  18. 18. Diabetes model in Denmark 9 May 2012 Value based Business Models - FInES Workshop - FI week
  19. 19. Get to Know Your Car! Raw materials Energy Water Lubricants Chemicals Paint Emissions Etc… Per part Per assembly Per vehicle9 May 2012 Value based Business Models - FInES Workshop - FI week
  20. 20. Capture environmental data – for whom?9 May 2012 Value based Business Models - FInES Workshop - FI week
  21. 21. Conclusions  The business system of industrial goods and related industrial activiites are changing towards services orientation  Business Modelling of Emerging Service Opportunities in the IoTS Ecosystem is necessary for IoTS deployment  The importance of applying a value based approach to business modelling is demonstrated.  De-composing and re-composing value activities is a strong tool for identifying new IoTS business cases.  In particular, the emergence of new value objects can bring entirely new actors into the business model.9 May 2012 Value based Business Models - FInES Workshop - FI week
  22. 22. Please come and visit us… Jesper Thestrup jth@in-jet.dk www.in-jet.dk www.public-i.infowww.ebbits-project.eu9 May 2012 Value based Business Models - FInES Workshop - FI week

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