Innovationen sind planbar_CeBM_Urs Karrer_IBM Symposium2013

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Innovationen sind planbar_CeBM_Urs Karrer_IBM Symposium2013

  1. 1. © 2013 IBM CorporationCloud-enabled Business ModelInnovationUrs Karrer, Ph.D.Technology Strategy Lead, IBM Switzerland
  2. 2. © 2013 IBM Corporation“Everybody talks about it, but what exactly is Strategy ???”“We test a new productwith a cloud solution”“Our businesstransformation includesnew ways of operating… is this innovation?”“Everybody talks about it, but what exactly is Cloud-enabled Business Model Innovation”© 2013 IBM Corporation2“Cloud in itself is aninnovation for us,is it not?”
  3. 3. © 2013 IBM CorporationAgenda3External forcesCloud & Business Model InnovationCase studiesWhat it means for you
  4. 4. © 2013 IBM Corporation4External forces
  5. 5. © 2013 IBM CorporationMany forces influence an environment that is conducive for invention andinnovation5Policies & GovernanceEducation SystemSocial Environment& InfrastructurePatent & IPManagementInnovation Practices& PartneringOpenness versus operational control33%23%44%46%22%32%Austria & SwitzerlandGlobalIntegrating businessand technologyfor innovation
  6. 6. © 2013 IBM Corporation1700+ CEOs rank “technology” as the number one external forcethat will impact their organizations in the next couple of years6 Source: Global CEO Study 2012, IBMInstitute of Business Value (IBV)2012Global Austria & SwitzerlandRegulatory ConcernsTechnological FactorsMacro-economic factorsSocio-economic factorsPeople SkillsGlobalizationMarket FactorsGeopolitical issuesEnvironmental issues312654779
  7. 7. © 2013 IBM Corporation7Cloud computing in a nutshell
  8. 8. © 2013 IBM CorporationCloud computing – rethink IT, reinvent businessElastic resourcesScale up or down quickly and easily to meet demandPay for useMetered service usage so you only pay for what you useSelf serviceAll the IT resources you need with self-service accessIaaSPaaSSaaS8
  9. 9. © 2013 IBM CorporationCloud computing – rethink IT, reinvent business9PublicPrivateHybridElastic resourcesScale up or down quickly and easily to meet demandPay for useMetered service usage so you only pay for what you useSelf serviceAll the IT resources you need with self-service access
  10. 10. © 2013 IBM Corporation101 Cost FlexibilityQuicker payback, higher ROI,from fine-grained variable costprocurementScalability2Rapid, unlimited, elasticprovisioning of resourcescritical to business capabilitiesMarketAdaptability3Expedites prototyping for fastertime to market and innovativeidea adoptionMaskedComplexity4Facilitates consumption,increases feasible product andservice sophisticationContext-drivenVariability5Experiences defined via userpreferences, movements andbehaviorsEco-systemConnectivity 6Facilitates different and newvalue nets of partners,customer and alliancesWe see six distinct business value enablers
  11. 11. © 2013 IBM Corporation11The what and the how
  12. 12. © 2013 IBM CorporationThe what and the how of Business Model Innovation (BMI) …12The WhatTheHowBusiness Model Innovation The What – Revenue Model Source: O. Gassmann et al., The St. Gallen Business ModelNavigatorTM, 2013 What is your customer value proposition? Key finding: 55 business patterns and about 20 businessinnovation models exist that can be re-applied, combined,leveraged, e.g., sharing model, “freemium” modelThe How – Enterprise/Industry Model Source: IBM Institute of Business Value, Expanding the InnovationHorizon, 2006 How do you operate your business? How are you providing your product/service?
  13. 13. © 2013 IBM CorporationDisruptorInnovator... helps to categorize business model innovation13The WhatEnhance Extend InventTheHowImproveTransformCreateOptimizerDisruptorsInnovatorsOptimizersRadically different value proposition, newcustomer segments, transform the industryirreversibly and/or create new marketsSignificant new value proposition, newrevenues streams and/or change of role withinthe industry, enter different industryEnhance customer value proposition and/orimprove organizational efficiency
  14. 14. © 2013 IBM Corporation14Representative CeBM case studies
  15. 15. © 2013 IBM CorporationAnalyzing consumer emotions leveraging high-powered,low-cost cloud resources15Opportunity Result Need computing power No budget Minimal IT infrastructure Pay as you go Available capital forinvestmentFacts & Figures Headquarters:Lausanne (CH) Founded: 2009 Sales: n/a About: Privately heldcompany based at theEPFLDedicated to developtechnologies fordeciphering emotionsby interpreting facialemotions and eyemovementsSolution IBM SmartCloud SaaSsecures high-powered, low-cost resources Nviso provides analysis onconsumer emotionsSource: Nviso and IBM
  16. 16. © 2013 IBM CorporationGetting to know your customer through cloud-basedanalytics16 Flooding the customer withnewsletters Ineffective marketingWhat if targeted email basedon behavioral segmentationcould improve campaignresults dramatically ? +65 % more emailsopened and 6.5x higherclick rates on w3 25 times greater onlinerevenue +17 times improvedcustomer conversionOpportunity ResultFacts & Figures Headquarters:Manosque (F) Founded: 1976 Employees: 5’000 Sales: 1’000+ MCHF About: Global, naturaland organic ingredient-based cosmetics andwell-being productsmanufacturer andretailer with strongregional roots inProvence, FranceSource: L‘Occitaneand IBM Cloud-based analytics forcustomer profiling andsegmentation IBM SmartCloud SaaSSolution
  17. 17. © 2013 IBM CorporationInspired by cloud: Building as a Service (BaaS)17The opportunity The result Average occupancy < 55 % Required meeting spacefluctuates by ~ 300 %/year 25% of reservations are notused End user: 15% time saving Operator: 30% productivity Tenant: 20% space savingsVacancy14%ServicedOffices1%RentedOffices85%The solution Virtualizes office space Pay-as-you-go office Double-sided businessmodel IBM SmartCloud IaaSFacts & Figures Headquarters: Zurich Founded: 2011 Sales: n/a About: Technologycompany thatdeveloped andleverages new breedof software to createhigh-performancebuildingsWinner of SwissEuroCloud awardSource: Performance Buildingsand IBM
  18. 18. © 2013 IBM Corporation18What it means for you
  19. 19. © 2013 IBM CorporationBenefits are many – need to continue to work on addressing challenges191 Cost ReductionUnlimited resources2Fast time-to-market3Easy-to-use4Configuration flexibility5Ecosystem connectivity6Benefits1 Risk and Compliance2 Integration and Transformation3 IT Skills and Organization4 Cloud GovernanceChallenges
  20. 20. © 2013 IBM CorporationThank you for your attention20Contact: Urs Karrer, PhD, Technology Strategy Lead IBM Switzerland | urs.karrer@ch.ibm.com | +41.58.333.7317

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