Business Model Innovation supported by use of Value Models Arne J. Berre SINTEF, Norway

1. Business Model Innovation supported by
use of Value Models
fV l M d l
Arne J. Berre SINTEF, Norway, Arne.J.Berre@sintef.no
Henk de Man Cordys Netherlands hdman@cordys com
Man, Cordys, Netherlands, hdman@cordys.com
Peter Lindgren, AAU, Denmark, pel@production.aau.dk
Bjørn Morten Ursin-Holm, Induct, Norway, bmuh@inductsoftware.com
Andrew Hinchley IC Focus, UK, ahinchley@yahoo co uk
Hinchley, Focus UK ahinchley@yahoo.co.uk
FInES Cluster meeting, Brussels, October 12th, 2012
Arne.J.Berre@sintef.no
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2. Abstract
 A business model describes the rationale of how an organization creates
g
delivers, and captures value. Business innovation for digital enterprises can
thus be described and supported through an active use of value models. The
NEFFICS project (www.neffics.eu) has developed both a framework for
Business value models and a modeling language for the representation of
value models. The modeling language is currently going through a
standardisation process in OMG under the label VDML, Value Delivery
Modeling Language. This language can provide an underlying representation
of various business model innovation frameworks, which can be used to
support business innovation for digital enterprises. It will be shown how a multi
level b i
l l business value f
l framework can b supported th
k be t d through VDML h
h VDML, how
business innovation can be supported through a cloud based platform, and
also how VDML can relate to other innovation areas like product, process and
service innovation .
innovation.
Foundations from NEFFICS, www.neffics.eu
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3. Osterwalder: “A business
model describes the rationale of
“BMI Cube” how an organization creates,
delivers, and captures value”.
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4. Value concepts
Value VALUE FLOW Value
Sender Recipient
Value
capture
Value
distribution
Value
Value creation
consumption
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5. Value Analysis Baseline
Value Entities Worlds
Activity People Things Real Virtual Merged
Value Creation
(input)
Value Capture
(flow)
Value Distribution
(flow)
Value Consumption
(output)
Drivers
Culture & Structures Regulations Technology Volatility &
Social Norms (
(intra- & inter- ) Risk
Knowledge
Time
The main scope and focus of NEFFICS analysis of value
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6. Business Value definition areas
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7. Cloud shared Business Model canvas
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8. VDML (Value Delivery Modeling Language)
(in progress as OMG standard
for 2013)
Porter Value
Chain
Organization
Value Stream
Model
Capability
Model VDML Value Network
Business
REA-Resource
Model
Event Agent
Innovation
Shared
Services
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9. VDML in context
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10. VDML Metamodel
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11. VDML – Value Network
VDML – Business activity network
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12. Role of VDML in Business Model
Innovation
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13. Future areas
 Additional user communities for Business Model
Innovation and deployment, i.e. Finance, Services, …
 Business model analysis
 Business model simulation (Monte Carlo, System
Carlo
Dynamics, Discrete event simulation, …..)
 Business collaboration infrastructure/execution
 Arne.J.Berre@sintef.no
@
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