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The challenge of business modelling,[object Object],in a new innovation era,[object Object],TII Annual Conference:Innovation 3.0: Challenges, Needs and Skills for the new innovation era,[object Object],Düsseldorf, 28 to 30 April 2010,[object Object],Markus Schroll & Joachim Hafkesbrink,[object Object],R&D Project AchtInno,[object Object],Contract number 01FH09003 ,[object Object],funded by:,[object Object]
The Emergence of Innovation 3.0,[object Object],Web 4.0,[object Object],Cross-linking intelligent applications,[object Object],Web 3.0,[object Object],Cross-linking knowledge,[object Object],Intelligent Semantic Agents,[object Object],Innovation 4.0 ?,[object Object],Ubiquitous Outernet,[object Object],Semantic ,[object Object],enterprise,[object Object],ConvergenceTurn ?,[object Object],Embedded Innovation,[object Object],Knowledge  Embedding,[object Object],Semantic Knowledge Networks,[object Object],Semantic Knowledge Management,[object Object],Know-howTurn,[object Object],Open Collaborative Learning,[object Object],knowledge inclusion and technological enhancement,[object Object],Open Innovation,[object Object],Web 2.0,[object Object],Cross-linking users,[object Object],Web 1.0,[object Object],Cross-linking information,[object Object],CollaborativeTurn,[object Object],Decentral Social Communities,[object Object],Closed Innovation  ,[object Object],Organi-zational Change,[object Object],NDA,[object Object],IPR,[object Object],Anthropocentric communities,[object Object],Corporate Individualism,[object Object],social inclusion and participation,[object Object]
Innovation System of the Digital Economy,[object Object],Demographic Change,[object Object],Globalisation,[object Object],Convergence of Markets,[object Object],Competition regulation,[object Object],Technology Knowledge Sources,[object Object],Standards,[object Object],Market for ,[object Object],Contents,[object Object],Patent-laws,[object Object],Multi-agent system of Innovation Actors,[object Object],Telecommunication,[object Object],Basic services,[object Object],Value-Services,[object Object],Distri-bution,[object Object],Add. Services,[object Object],Market for ,[object Object],Content ,[object Object],Packaging &,[object Object],Applications ,[object Object],Media-Technologies,[object Object],Market Demand,[object Object],Melting Kernel,[object Object],Technology Transfer,[object Object],Content Generation,[object Object],Pack-,[object Object],aging,[object Object],Distri-,[object Object],bution,[object Object],Enduser ,[object Object],Devices,[object Object],Market for ,[object Object],Transmission ,[object Object],Carriers,[object Object],IT-/Electronics,[object Object],Parts,[object Object],Software ,[object Object],Platforms,[object Object],Distri-bution,[object Object],Add. Services,[object Object],Market for ,[object Object],Hardware,[object Object],(end-user devices etc.),[object Object],Semantic Techn.,[object Object],Media Law,[object Object],eCommerce-Law,[object Object],...,[object Object],...,[object Object],...,[object Object],...,[object Object],Market for ,[object Object],...,[object Object],Digital Signature Act,[object Object],Institutional Framework(Governance),[object Object],Internationalisation,[object Object]
Multi-Agent-System – Embedding into Communities -,[object Object],Community ofAffinity,[object Object],OuterKnowledge Space,[object Object],Mutuallearning,[object Object],Virtual organizationalboundary,[object Object],Pro-sumers,[object Object],Real organizationalboundary,[object Object],InnerKnowledge Space,[object Object],Community learningcycle,[object Object],Conventionalorganizationalboundary,[object Object],Feed-backs,[object Object],Innova-tors,[object Object],Organizatio-nalKernel,[object Object],Ex-perts,[object Object],Community ,[object Object],of Interest,[object Object],Community ,[object Object],of Practice,[object Object],Cross-Innovation: ideasfrom outside thecity wall,[object Object],Researchers,[object Object],Gravitational Embedding Force,[object Object],Technology Transfer,[object Object],ScientificCommunity,[object Object]
The Business Model Canvas ,[object Object],Value ,[object Object],Propositions,[object Object],Customer Relationships,[object Object],Customer ,[object Object],Segments,[object Object],Key Partners,[object Object],Key Activities,[object Object],What type of relationship does each of our Customer Segments expect us to establish and maintain with them? Which ones have we established? How costly are they? How are they integrated with the rest of our business model?,[object Object],What Key Activities do our Value Propositions require? ,[object Object],Our Distribution Channels? Customer Relationships? Revenue Streams?,[object Object],What value do we deliver to the customer? Which one of our customer´s problems are we helping to solve? Which customer needs are we satisfying? What bundles of products and services are we offering to each Customer Segment?,[object Object],Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do Partners perform?,[object Object],For whom are we creating value? Who are our most important customers?,[object Object],Channels,[object Object],Key Resources,[object Object],Through which Channels do our Customer Segments want to be reached? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines?,[object Object],What Key Resources do our Value Propositions require? ,[object Object],Our Distribution Channels? Customer Relationships?,[object Object],Revenue Streams?,[object Object],Revenue Streams,[object Object],Cost Structure,[object Object],For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?,[object Object],What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?,[object Object],Source: Osterwalder/Pigneur (2009): Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers,[object Object]
Business Model Cases in the Digital Economy,[object Object]
Business Modeling: new challenges at the customer side ,[object Object],Customer Relationships,[object Object],Customer ,[object Object],Segments,[object Object],Value ,[object Object],Propositions,[object Object],The practice: LocalMobile.NRW1,[object Object],[object Object]
B2B customers (restaurants, shops, cultural institutions etc.) and consumers have to deliver content and have to pay for the products/services
initiating of a premium user community
setting up of a decisive incentive system
clear IPR regulations
cross lateral exploitation (e.g. combine revenue streams from pay per transaction and adverts)1 LocalMobile.NRW is a mobile application for local personalized and context-sensitive content.,[object Object],Pro-sumers,[object Object],C2C,[object Object],Communities of Affinity,[object Object],B2B,[object Object],B2C,[object Object],What value do we deliver to the customer? Which one of our customer´s problems are we helping to solve? Which customer needs are we satisfying? What bundles of products and services are we offering to each Customer Segment?,[object Object],What type of relationship does each of our Customer Segments expect us to establish and maintain with them? ,[object Object],For whom are we creating value? Who are our most important customers?,[object Object],Do we understand the relationships between our customers?,[object Object],How should we support conversation in the market and between customers?,[object Object],Do we need to address prosumers different from consumers?,[object Object],Who is creating value for our business model?,[object Object],What are the dynamics of value creation in our customers community?,[object Object],How can we combine our products / services with user generated value?,[object Object],Does user generated value support our value proposition?,[object Object],Revenue Streams,[object Object],For what value are our customers really willing to pay? For what do they currently pay? ,[object Object],Is it possible to exploit user generated value commercially? ,[object Object]

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