Growth Strategies Across the Product LifecyclePaul Morgan
Understanding strategies and tactics to create growth opportunities is critical to become a differentiator and enable your product to have a long and successful part in your overall company strategy. Paul Morgan & Kamal Tahir presented this deck at the Product Management, Innovation and User Experience Conference in June 2014, Chicago, IL.
Re-inventing an Insurance Agents Portal through UX @ UX-Lx 2014 (Lusitania Se...Gonçalo Veiga
Lessons in applied usability for enterprise web applications.
Challenged to re-invent an insurance portal, from the ground up, for Lusitania Seguros, we dug deep into our UX arsenal and started a path with our enthusiastic customer to discover just what it could be.
At project launch we’ve re-discovered how disruptive UX can be and found out as it can serve as a great innovation enabler and transformation engine for whole organisations.
Remember Clippy, Microsoft's (now-retired) Office Assistant? Here's Clippy offering some tips on how to build an e-commerce platform that's user-friendly, thus driving sales for your brand.
Growth Strategies Across the Product LifecyclePaul Morgan
Understanding strategies and tactics to create growth opportunities is critical to become a differentiator and enable your product to have a long and successful part in your overall company strategy. Paul Morgan & Kamal Tahir presented this deck at the Product Management, Innovation and User Experience Conference in June 2014, Chicago, IL.
Re-inventing an Insurance Agents Portal through UX @ UX-Lx 2014 (Lusitania Se...Gonçalo Veiga
Lessons in applied usability for enterprise web applications.
Challenged to re-invent an insurance portal, from the ground up, for Lusitania Seguros, we dug deep into our UX arsenal and started a path with our enthusiastic customer to discover just what it could be.
At project launch we’ve re-discovered how disruptive UX can be and found out as it can serve as a great innovation enabler and transformation engine for whole organisations.
Remember Clippy, Microsoft's (now-retired) Office Assistant? Here's Clippy offering some tips on how to build an e-commerce platform that's user-friendly, thus driving sales for your brand.
No code the next big thing in supply chain technologyArpitGautam20
Here are a few exciting reasons why No Code App Platforms are the next big thing in Supply Chain Management for organizations & enterprises. https://natifi.ai/no-code-the-next-big-thing-in-supply-chain-technology/
I did a quick run down of the different blocks on the Business Model Canvas at Ajujaht (Estonian entrepreneurship competition), which we followed by a brain dump of the team members on the canvas itself.
Nailing Your Go-To-Market Positioning presented at Zuora Subscribed15 Growth ...Judy Loehr
In this session, presented in the Growth Summit at Zuora's Subscribed 2015 conference, Judy Loehr provides a very structured framework designed to help cloud business app companies focus their go-to-market strategy and nail their positioning.
Webcast: Going From Messaging Nightmare to Messaging DelightAIPMM Administration
Thanks everyone who participated in this webcast from The Association of International Product Marketing and Management (AIPMM).
If you were to do a survey of executives, sales people, marketing and other market facing personnel within a company and ask them how they would describe a specific product to a potential prospect, I bet in the majority of cases, you would hear almost as many explanations as there were people interviewed. This really is a messaging nightmare that might be undermining the success of your product(s). This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product.
We as Product Managers and Product Marketers like to blame the messenger for this problem, but the likely reality is that we are at fault. As PMs & PMMs, we must own the message and then enable the organization to take this message to the market. The starting point for doing this is a Powerful Messaging Platform.
About the Speaker:
Tom Evans is Principal at CompellingPM and is an internationally recognized authority in product management, global marketing, business partnerships and entrepreneurship. In his extensive experience, he has helped start-ups through Fortune 500 companies create and launch winning products and has led business development efforts in the US and global markets.
Upcoming Events
For more information regarding certification courses near you, contact Hector Del Castillo at http://linkd.in/hdelcastillo.
About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals.
It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.
AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.
Visit www.aipmm.com.
Upcoming Webinars: http://aipmm.com/aipmm_webinars/
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Articles: http://www.aipmm.com/html/newsletter/article.ph
Viewability - the next metric in Online AdvertisingIABRomania
Anant Joshi, from Meetric, at IAB Forum Romania 2014, a presentation on why is needed a new metric for analyzing the impact of display campaigns - viewability. What is it, what is it's benefit, how can you use it.
Which Social Media Platform Should I Use With Examples from Home Security Bus...vjeanc
Although these screen shots were taken before TimeLine, the rules still apply. Good Content, Engage, Provide Information and Service. New ways to use Facebook and Twitter to improve your image and turn any post into a good opportunity. Specific screen shots for the Home and Commercial Security Business.
No code the next big thing in supply chain technologyArpitGautam20
Here are a few exciting reasons why No Code App Platforms are the next big thing in Supply Chain Management for organizations & enterprises. https://natifi.ai/no-code-the-next-big-thing-in-supply-chain-technology/
I did a quick run down of the different blocks on the Business Model Canvas at Ajujaht (Estonian entrepreneurship competition), which we followed by a brain dump of the team members on the canvas itself.
Nailing Your Go-To-Market Positioning presented at Zuora Subscribed15 Growth ...Judy Loehr
In this session, presented in the Growth Summit at Zuora's Subscribed 2015 conference, Judy Loehr provides a very structured framework designed to help cloud business app companies focus their go-to-market strategy and nail their positioning.
Webcast: Going From Messaging Nightmare to Messaging DelightAIPMM Administration
Thanks everyone who participated in this webcast from The Association of International Product Marketing and Management (AIPMM).
If you were to do a survey of executives, sales people, marketing and other market facing personnel within a company and ask them how they would describe a specific product to a potential prospect, I bet in the majority of cases, you would hear almost as many explanations as there were people interviewed. This really is a messaging nightmare that might be undermining the success of your product(s). This results in significant marketplace confusion, impacts revenue generation and reflects poorly on your product.
We as Product Managers and Product Marketers like to blame the messenger for this problem, but the likely reality is that we are at fault. As PMs & PMMs, we must own the message and then enable the organization to take this message to the market. The starting point for doing this is a Powerful Messaging Platform.
About the Speaker:
Tom Evans is Principal at CompellingPM and is an internationally recognized authority in product management, global marketing, business partnerships and entrepreneurship. In his extensive experience, he has helped start-ups through Fortune 500 companies create and launch winning products and has led business development efforts in the US and global markets.
Upcoming Events
For more information regarding certification courses near you, contact Hector Del Castillo at http://linkd.in/hdelcastillo.
About AIPMM
The AIPMM is the hub of all things product management. It is where product professionals go for answers. With members in over 65 countries, it is the worldwide certifying body of product team professionals.
It is the world's largest professional organization of product managers, brand managers, product marketing managers and other product team professionals who are responsible for guiding their organizations, or clients, through a constantly changing business landscape.
AIPMM's certification programs are internationally recognized because they allow product professionals to demonstrate their expertise and provide corporate members an assurance that their product management and marketing teams are operating at a high competency level.
Visit www.aipmm.com.
Upcoming Webinars: http://aipmm.com/aipmm_webinars/
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Articles: http://www.aipmm.com/html/newsletter/article.ph
Viewability - the next metric in Online AdvertisingIABRomania
Anant Joshi, from Meetric, at IAB Forum Romania 2014, a presentation on why is needed a new metric for analyzing the impact of display campaigns - viewability. What is it, what is it's benefit, how can you use it.
Which Social Media Platform Should I Use With Examples from Home Security Bus...vjeanc
Although these screen shots were taken before TimeLine, the rules still apply. Good Content, Engage, Provide Information and Service. New ways to use Facebook and Twitter to improve your image and turn any post into a good opportunity. Specific screen shots for the Home and Commercial Security Business.
Agiles Personalmanagement für agile OrganisationenStephan Kaiser
Warum agile Organisationen auch ein agiles Personalmanagement benötigen.
Vortrag Prof. Dr. Stehpan Kaiser
Agile Organization and agile HRM, Talk Prof. Dr. Stephan Kaiser
This slide shows the organisational life at facebook.com. There is a video in the slide which is not playing in slideshare so if any one need that request it in the comment section and I will forward it
Facebook is an online social networking service. Its name comes from a colloquialism for the directory given to students at some American universities.[5] Facebook was founded on February 4, 2004 by Mark Zuckerberg with his college roommates and fellow Harvard University students Eduardo Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes.[6] The founders had initially limited the website's membership to Harvard students, but later expanded it to colleges in the Boston area, the Ivy League, and Stanford University. It gradually added support for students at various other universities before it opened to high-school students, and eventually to anyone aged 13 and over. Facebook now allows anyone who claims to be at least 13 years old to become a registered user of the website
Because successful Innovation is new to so much of the business, it makes us think about how to manage it with a "new" process. But ultimately, the secret to making innovation really meaningful could lie in teaching the new dogs old tricks.
Be On Time with Digital Transformation: build platforms, access ecosystems, t...Simone Cicero
This presentation explains in a few slides how the convergence of new technologies and new habits and expectations is changing what the user expects from the firm and therefore the firm itself: this is digital transformation.
Firms are therefore evolving into post-industrial platforms, and to enable this transformation you need to move forward as an organization along three layers: technology platforms supporting your strategy, organizational design principles and building new innovation capabilities.
Plus: this presentation will link you to a new tool that we're about to release (as OCT 2015) - The Platform Design Toolkit 2.0 - see www.platformdesigntoolkit.com
This paper outlines the increasing challenges of Business Model Innovation in the Digital and New Media Economy. It describes drivers of change, impacts on the innovation and business landscape, consequences for business modeling and the innovation process, as well as the implications for organizational adaptation. It presents in-depth observations from empirical
research on 12 business cases in the Digital and Media Economy in Germany.
Based on the 9 blocks business model you can find a sample case study for modern business model. inspired from "business model generations" book.
this model for a digital marketing content company focused on establishing a content online services for middle east to enreach the market with new online websites that helps us reach the world with our own websites and get in control with our online atmosphere
Enterprise Architecture for Business Model Innovation in a Connected EconomySergio Compean
This paper describes an approach to perform a mapping from a business model design to an enterprise architecture which is manifested in a platform ecosystem that supports agile innovation. The paper will be of interest to executives and IT leadership seeking strategic insights for unlocking the creative potential of business model innovation. The paper also provides those interested in enterprise architecture, business model design and systems integration with a concrete roadmap and actionable guidance to execute on the vision.
Open for Business
Joseph Feller, Professor of Information Systems, University College Cork, Ireland
Event - Creative Commons for Startups
Cork, February 2017
http://creativecommons-ie.blogspot.ie
OSS-EBM: Open Source Software Entrepreneurial Business ModellingJoni Salminen
CITE: Teixeira, J., & Salminen, J. (2014). Open-Source Software Entrepreneurial Business Modelling. In L. Corral, A. Sillitti, G. Succi, J. Vlasenko, & A. I. Wasserman (Eds.), Open Source Software: Mobile Open Source Technologies (pp. 80–82). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-55128-4_10
Achieving IT Strategic Directives When Evaluating a New Promotional Content E...Cognizant
By embracing a collaborative assessment model to evaluate technology platforms, life sciences organizations can better address cross-functional stakeholder needs.
The business value of consumer analytics and big data is not just about what you can discover or infer about the consumer, but how you can use this insight promptly and effectively across multiple touchpoints (including e-Commerce systems and CRM) to create a powerful and truly personalized consumer experience.
For most organizations, mobilizing this kind of intelligence raises organizational challenges as well as technical ones.
This presentation reveals how some leading companies are starting to address these challenges, and describes the vital role of enterprise architecture in supporting such initiatives.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
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Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
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2. Agenda
A modern business typically needs to operate in multiple
markets simultaneously, and satisfy the overlapping needs of
different stakeholders.
The emerging architectural response to this challenge is to
configure the enterprise as a platform of services, rather
than a traditional value chain.
But this kind of transformation involves profound
architectural challenges, which business architects need to be
able to master.
3. Compare and Contrast Platform Strategies
We cannot
understand what
makes these
companies
different by
analyzing the
things they have
in common.
4. Compare and Contrast
Activity architecture
Marketing
R&D
Partnerships
Information architecture
Customers
Products & Services
Partners
Platform Strategy
Business Service
Management Structure?
Culture?
Similarities Differences
Which architectural
viewpoint helps
understand strategy?
7. Organizing Principles
builds management reporting
lines around job functions -- such
as product
management, development, softw
are testing.
where multi-disciplinary teams
work on specific feature sets
together.
Functional Organization
Product Organization
This is what Steve
Sinofsky preaches and
practices.
Manu Cornet’s cartoon
of Microsoft is thought
to be a coded reference
to Sinofsky.
Sinofsky left Microsoft
in November 2012.
8. MOTIVATION
VIEW
What the business wants
CAPABILITY
VIEW
What the business does
CYBERNETIC
VIEW
How the business thinks
ACTIVITY VIEW
How the business does
KNOWLEDGE
VIEW
What business knows
RESPONSIBILITY
VIEW
Who Whom
Six Views of Business
including business
service and platform
configuration
14. Audience-Making Platform (Media)
A Media information aggregator builds a relationship with end users and connects them to
various retailers and Contents / Services Providers. Source: Maat International
15. Key Platform Measures
how easily others
can plug into the
platform to share
and transact
how well the
platform attracts
participants, both
producers and
consumers
Connection Gravity Flow
how well the
platform fosters
the exchange and
co-creation of
value
Source: Mark Bonchek and Sangeet Paul Choudary HBR
16. Key Platform Capabilities
Making it easy for others
to plug into the platform
and enables interactions
between participants.
For example, Apple
provides developers with
the OS and underlying
code libraries; YouTube
provides hosting
infrastructure to creators;
Wikipedia provides writers
with the tools to
collaborate on an article;
and JC Penney provides
stores to its boutique
partners.
Attracting critical mass of
participants. Platform
builders must pay
attention to the design of
incentives, reputation
systems, and pricing
models. They must also
leverage social media to
harness the network effect
for rapid growth.
For example, developers
and users
(Apple, Android). Buyers
and sellers
(Amazon, eBay).
The Toolbox The Magnet The Matchmaker
Fostering the flow of
value by making
connections between
producers and consumers.
Capturing and leveraging
rich data to facilitate
connections between
producers and consumers.
For example, Google
matches the supply and
demand of online
content, while
marketplaces like eBay
match buyers to relevant
products
Source: Mark Bonchek and Sangeet Paul Choudary HBR
17. Platform Ambiguity
Platform Boundary Evolution
influence of discrete decisions
of entry into a particular
business
incremental adaptations in
relation to suppliers of
complementary components.
Interface Ambiguity
‘uncertainty in the market over
what constitutes the key
interface’ (Funk, 2002)
Questions
What are the core components
around which platforms in this
industry arise?
How to characterize
differences between platforms
in this industry?
Source: Pieter Ballon 2009
18. ComplementorComplementor
General Pattern
Where are the products and
services located?
How is the platform
designed and managed?
How does the platform
support indirect
relationships?
Where is the added value
located?
Questions
Consumer
Platform Business
Complementor
ConsumerConsumer
21. Four Types of Customer Behaviour
Comparison
• Choosing between
different solutions to
the same demand
Destination
• There is only one
place for the
customer to go.
Cost Convenience
• Choosing between
similar standardized
offerings
Custom
• Supplier adapting the
offering to the
customer’s
requirement
SupplyInfrastructure
Capability Requirement
MicrosoftArchitectureJournal
AsymmetricDesign
22. Strategic choices
The move from destination to product involves reducing the
exposure to integration risks by externalizing the exogenous
risks.
The move from product to cost involves reducing the
exposure to the technology and engineering risks by
standardizing the business model.
The move from cost to custom involves increasing the
exposure to integration risks again, but only the endogenous
ones.
Only the move from custom to destination faces the business
with the exo-interoperability risks.
25. Decoupling different levels of abstraction
Standardizing the
platform level
capabilities.
For example, a
standard approach to
customization.
Differentiating the
business level
capabilities.
For example, offering a
wide range of third
party products and
technologies.
26. Case Example: Business Service Company
Broad range of corporate
customers
Each corporate customer
had its own customized
solution
Solution architects working
with customers, focused on
customization and
innovation
Common platform of
shared services
Internal
Third-party
Customer-facing
Solution architects focused
on value-adding innovation
Customization process
faster, more consistent, and
more reliable.
Before After
27. New Challenges for Business Architects
Ecosystem
Mapping the ecosystem of
organisations, customers and contexts
within which business must to decide how
to act.
Indirect value
Defining the indirect value for our
customers beyond the immediate value
arising from their involvement with our
services.
Economies of governance
Establishing economies of governance in
the way business and other resources can
be brought together and combined in
individual interventions.
Horizontal accountability
Considering how to strengthen
horizontal accountability in ways
which hold accountable the
individuals who are dealing
directly with customers.
Agility
Developing the agility of systems
and processes to cope with
variation in the scale and scope
of individuals’ needs, and in
response to continued change in
economics conditions and/or
customer demand
28. Conclusion
A modern business typically needs to operate in multiple
markets simultaneously, and satisfy the overlapping needs of
different stakeholders.
The emerging architectural response to this challenge is to
configure the enterprise as a platform of services, rather
than a traditional value chain.
But this kind of transformation involves profound
architectural challenges, which business architects need to be
able to master.
29. MOTIVATION
VIEW
What the business wants
CAPABILITY
VIEW
What the business does
CYBERNETIC
VIEW
How the business thinks
ACTIVITY VIEW
How the business does
KNOWLEDGE
VIEW
What business knows
RESPONSIBILITY
VIEW
What the business is
Six Views of Business
31. Notes
Enterprise Architecture
Forum, 19 September 2013
RVsoapbox.
BlogSpot.com
twitter.com/
richardveryard
Future Events
Other Material and Links
Acknowledgements
Philip Boxer
AsymmetricDesign.com
Editor's Notes
First version presented IASA UK Chapter February 2012Revised version presented IASA Conference April 2013
For example, a retail company can define its business model as providing a platform for manufacturers to sell their good to consumers.
Each of these companies has a distinctive platform strategy.Which architectural viewpoint (or business modelling language) is most useful for understanding the strategic differences between these companies?
Steve Sinofskyhttp://rvsoapbox.blogspot.co.uk/2012/11/functional-organization-at-microsoft.html
Categories due to David S Evans
The traditional retailer acts as a hub in the food supply chain, aggregating food supply from fields and factories, and distributing food to workshops and private kitchens. This is essentially a positional strategy: the retailer seeks to establish and maintain a strategic position within a value chain, as the bottleneck/hinge point between upstream and downstream. Within the positional strategy, the business drivers are understood in terms of the economics of scale and the economics of scope.But if we shift from a value-chain perspective to a service-oriented perspective (effects-ladder), we can see that the retailer is providing a service (=delivering value) downwards as well as upwards – it is a food distribution platform for farmers and manufacturers as well as a food supply platform for consumers and catering companies.So instead of drawing the merchant in the middle, we can draw the merchant as a new kind of platform providing various kinds of market interaction.This takes us from a positional strategy to a relational strategy. No longer just focused on the economies of scale and scope, the relational strategy emphasizes how economies of governance are generated in relation to two kinds of demand context. The big question for a company such as Wal-Mart is how to balance the exploitation of each of these forms of asymmetric advantage.
Bill Bailey, Cressida Bonas, Miranda Hart, Jeremy Hunt, RobertPeston 71pSnoop Dogg, Salman Rushdie £10.08Tom Daley £10.68Mark Zuckerberg $100
The names for two of these four ways came from research on shopping behaviour by Gary Davies in which he distinguished ‘cost’ convenience (choosing between similar standardised offerings) and ‘comparison’ behaviours (choosing between different solutions to the same demand). The other two separated out circumstances where there was a demand particular to the customer, distinguishing offerings in which there was only one place for the customer to go ( ‘destination’), or in which the supplier would adapt the offering to the customer’s requirement ( ‘custom’) within their context-of-use. The point being made, however, was that the ‘destination’ form of offering required asymmetric governance because of the need to hold power at the edge of the organisation. What distinguishes this position in the cycle?If we think of the original development of pc-based spreadsheet programs in-house (destination), they soon became a limited number of alternative branded solutions (comparison) that in turn became dominated by the one offering all the others’ features in one package (cost). From here we have seen an increasing ability to customise the ways it can be used (custom) to the point where we are now looking at a new cycle of web-based solutions that we can build one-by-one (destination).http://www.asymmetricdesign.com/2006/04/managing-over-the-whole-governance-cycle/
PatternDescriptionComparison(WHOM-HOW)The demand is defined in such a way that the context from which it arises is ignored, but the service is coordinated in a way that enables it to respond to that particular demand. This characteristic corresponds to the "comparison" approach for the patient, who is looking for the best solution offered to his or her demand. For suppliers, this form of governance allows them to minimize their exposure to exo-risks by limiting the definition of demand that they will respond to (the user requirement); although, they are still faced by integration risks inside the business.Cost(WHOM-WHAT)Not only is the demand defined in such a way that the context from which it arises is ignored, but the response of the service is proceduralized, too, and there is no need for an explicit coordinating process. In this "cost" approach both the nature of the demands and the responses to them have become standardized. Now the integration risk is minimized for the supplier and the technology and engineering risks being proscribed.Custom(WHY-WHAT)An implicit form of coordination of how things work, often in the form of a particular budgetary regime, constrains the way the service is able to respond to the patient's condition. This characteristic corresponds to the "custom" approach, where the service is standardized but the way it is provided into the patient's context can be varied (mass customization). Here the supplier is exposed to integration risks again, as it builds more variability into the way its service works.Destination(WHY-HOW)Each of these three forms treats demand as symmetric to an implicit or explicit form of endogenous coordination. Only in the fourth case do we have asymmetric governance in which the endogenous and exogenous forms of coordination have to be aligned with each other. This characteristic corresponds to the "destination" approach, where the patient goes to that place where he or she can get a treatment exactly aligned to the nature of their condition. It is also only in this case that the supplier takes on the exo-interoperability risks explicitly.We are particularly focused on the risks associated with interoperability, not only because any given geometry is a particular coordination between its constituent services, but also because these are the ones that emerge as you coordinate across systems and organizations. (We have been following the recent developments around Hurricane Katrina with considerable interest because some of the public criticism of the Federal Emergency Management Agency [FEMA] clearly exposes difficulties in managing some of the interoperability risks.) How are we to think about the nature of these risks?
http://www.trainmor-knowmore.eu/75D2E63A.en.aspxhttp://www.anecdote.com.au/archives/2006/02/knowledge_hoard.htmlThe I-space² is a model describing how knowledge moves from being undiffused (ie only known by a few people) and concrete (ie very specific to a single situation) to becoming more abstract (ie. generalised to apply to more situations) and codified (ie. more able to be articulated). At point 3 on the diagram the knowledge has maximum value to an organisation because it can be applied in a variety of ways to a range of problems but hasn’t leaked (diffused) to its competitors. It is inevitable, however, that if the knowledge is valuable it will soon become common knowledge. In the case of the lawyers, the idea of using collaboration software to get all parties together can quickly arrive at point 3 but as soon as the solution is implemented the knowledge is diffused and available to everyone—competitive value diminished rapidly.Boisot’s argument is that organisations which operate in a slow moving environment, such as flute makers where the way flutes have been made hasn’t changed in a century, should do whatever it takes to protect their intellectual property including doing everything to retain their master craftspeople. Fast moving industries require a different strategy: keep your mean time at point 3 as high as possible. This requires an organisation to continually rotate through the I-space spiral with new ideas—constant innovation.
For example, a retail company can define its business model as providing a platform for manufacturers to sell their good to consumers.