Building the Digital Enterprise Oct 8 2014 BrightTalk Webinar FREE https://www.brighttalk.com/webcast/9059/107493

1. DESIGNING YOUR DIGITAL ECOSYSTEM
PROF. MARK SKILTON, WARWICK BUSINESS SCHOOL
COMPETITING WITH BIG DATA, SOCIAL, MOBILITY, CLOUD AND INTERNET OF THINGS
https://www.brighttalk.com/webcast/9059/107493
October 8 2014

2. Agenda
•Concept of Digital Enterprise
•A Theory discussion on Space-time concepts
•Real examples
•Conclusions
06/10/2014 Mark Skilton copyright 2014 2
@mskilton
Personal Blog http://www.markskilton.com
Inquiries and Press Media contacts through my Office or via my emailhttp://www.wbs.ac.uk/about/person/mark-skilton
AcademicProfessorProfilehttps://www.linkedin.com/pub/mark-skilton/1/189/968

3. eGovernment
Smart City
eHotel
Smart Home
eTravel
eDefense
eTransport
eResearch& Development
eSustainabilityMunicipals
eAerospace Engineering
Advanced Engineering embedded Sensors
ePorts
eShipping
eEducation
Digital Art
Immersive Theatre
Online-Gamming
Quantified Self
eMarketing
eMedia
ePublications
eSecurityCyber
Quantified Life
eAgriculture
ePackaging
eHealthcare
eFinance
eUtilities
eTelecommunications
eBanking
eInsurance
eBuildings
eCommunities & Crowds
eTrade, Auctions
eCharity
eVocation
Digitization of Industries
eSocialcare
eFarming
eConsumer Products & Services
eSales
eSupplychain
Connected Automotive
eApparel
eSport
eTaxis
eEstate
Digital Currency
Wearables
eEmergency
eMedical
ePrison penitentiary
eLegal
eContracts
eInnovation
ePharmaceuticals
eHorticultureHydroponics
eElectronicsAdvanced Computing
eHomeLandsecurity
eJudiciary
eAirports
eRail
eConstruction
eWarfare
eSolicitors
ePalliative
eMunicipals
eMentalHealth
eHumanResources
eKnowledge
eExpertize
eInformation TechnologyServices
eOutsourcing
eAssets
eWealth
ePhilanthropy
eLibraries
eRecreation
eTourism
eAppliances
06/10/2014 Mark Skilton copyright 2014 3

4. Building the Digital Enterprise
06/10/2014 Mark Skilton copyright 2014 4

5. Development of Value in digitization
Social / Organizational Network Analysis
Value Operating networks of tangible and intangible flows
Social Graph
Outlet
ValueNetwork
OperatingNode
Market
Source: Wikimedia open
06/10/2014 Mark Skilton copyright 2014 5

6. Contextualization of value
Room
Hotel
Work
Ambient
Floor
Furniture
TV
Phone
Public
Internet
Pay per view
Office
Meeting Room
Table
Conference
Lighting
Temperature
Object-action-insight -Contextualization
Semantic classification
Incomplete example of ontology of room
Work Desk
Color: BlackShape: Rectangle
Material: Metal
Desk Lamp
Color: Gold
Bulb: Smart bulb
Energy: Low power
06/10/2014 Mark Skilton copyright 2014 6

7. Creating Digital Workspaces -Redefinition of Data in the Internet of things
The meaning of digital existence ..
06/10/2014 Mark Skilton copyright 2014 7

8. 4thGeneration
5thGeneration
Data centric mediation
Digital Workspaces
Social mediaMassive distributed server clusters
Mobility
Visualization
Started1970-80’s
Started1980-90’s
2000-10’s
2010-2020’s
Abstracted Softwareand Hardware
Rapid GUI, Web designClient-Server
Parametric computation
EarlyArtificial Intelligence
Machine Learning Algorithms
Modular, scalable Software and Hardware Contextual location basedServices, Hardware and Objects
Digital Convergence / Digital Platforms Augmented / Artificial Intelligence
Software and Hardware Development Techniques
Key characteristics
DigitalEcosystems
06/10/2014 Mark Skilton copyright 2014 8

9. Social Perspectives
Object Tracking
Room TemperatureSensors
InformationDisplay boards
AmbientSmartlighting
Facility maintenance
Shelf Space Management
Social media
Humidity control
Smart Table top
LocationTracking
Wireless charging
Smart Hydroponics
Smart appliances
Facility remote Services
SocialNetworks
Wearable tech
VirtualMeetings
06/10/2014 Mark Skilton copyright 2014 9

10. Business Perspectives
Smart ART
Smart Mirrors
Smart Lighting
CommercialInformation & Pricing Boards
Dynamic “live”
Advertizing
Automated preparation
AutomatedWastageManagement
AutomatedMaterialsReplenishment
Dynamic “Menus”
Smart Point of Sale
Customer NFRServices
AutomatedProductPromotions
Consumer Service personalization
WearablesDevices
WearablesApparels
Dynamicpre-ordering& recommendations
06/10/2014 Mark Skilton copyright 2014 10

11. Knowledge Perspectives
WellbeingWearables
Smart Glasses
Smart Tablets
Wireless device to device
connectivity
External presenceconnectivity
Smart Work boards
Smart Wall surfaces
Tethered
Mobile devices
Smart pens
Customer NFRServices
Smart Building, Room connectivity
Smart paper
Proximity Sensors
Smart roomlocation
Beacons & Services
AugmentedReality
Virtual Realityprojections
Stereoscopic
Object scanning
Telepresencemeetings
Context Libraryand services
Virtual & AssistedCollaboration
WearablesPersonal assistant
Smart Tables, Smart chairs 06/10/2014 Mark Skilton copyright 2014 11

12. Spatial Information field of view
1stperson viewpoint
Collective person
viewpoint
3rdperson viewpoint
06/10/2014 Mark Skilton copyright 2014 12

13. The digitization of Workplaces
immediatesensory information
1stperson viewpoint
Collective person
viewpoint
3rdperson viewpoint
Collaborativeinformation, communities
Markets, communities, Global events
Spatial ecosystems
06/10/2014 Mark Skilton copyright 2014 13

14. Semantic information field of view
Physical
Data
Metadata
Hyperdata
Groups of namesand activities
My nameand currentactivity
Information and their relationships to all names and activities
Informationand theirrelationshipsto groupsof namesand activities
06/10/2014 Mark Skilton copyright 2014 14

15. The digitization of Workplaces
Physical
Data
Metadata
Hyperdata
Collective Intelligence
Augmented Intelligence
Artificial Intelligence
Information ecosystems
06/10/2014 Mark Skilton copyright 2014 15

16. Temporal information field of view
The Present Now
The Past
The Future
Information of the
Past, PresentFuture
CertainNear Future
CertainNear Past
Less certainPast
Less certainFuture
KnownPast
UnknownPast
PossibleFutures
UnknownFutures
Path through time taken
Path through time taken
06/10/2014 Mark Skilton copyright 2014 16

17. Temporal information field of view
The Present Now
Information of the
Past, PresentFuture
PastTimeInformation
Further Past, Presentand FutureOutcomes
Near Pastand Present Outcomes
Temporal ecosystems
Future TimeInformation
06/10/2014 Mark Skilton copyright 2014 17

18. Convergence of digitization of physical and Virtual space and time
WHERE
WHEN
WHAT
Architecting 06/10/2014 Mark Skilton copyright 2014 18

19. Transformation of Workplaces Workspacesby Digitization
Physical spaces
Information in time
Convergence of Physical and Virtual spaces
Spatial Information
View of view
Temporal Information
View of view
The type and location of dataand its relationships
Physical location of persons, objects, buildings
And places
Domain Workspace
Semantic andPragmatic Information
View of view
SPACE
TIME
The relation of data to
The time it is created
And represents
What is Experiencedand understood
CONTEXT
06/10/2014 Mark Skilton copyright 2014 19

20. The Rise of Digital Workspaces
06/10/2014 Mark Skilton copyright 2014 20

21. Semantic level
Morphological level
Syntactic level
Pragmatic level
Objects
Relationships
Meaning
Knowledge& Action
“Theory of Knowledge”
Epistemological layers
“Theory of being”
Ontological layers
Basic
Facts & things
Actors, relations, devices, objects, sensory objects
Rich
Non-contextual
Contextual
Purposeful
(Classical) Information perspective
06/10/2014 Mark Skilton copyright 2014 21
Adapted from the Ladder of Inference / Semiotic Ladder

22. Processes, Conversions, Transformations
SystemsDomains
OrganizationalStructures
People
Avatars, Agents, Virtual People
Data,
Metadata
Integration
Acquisition
Connectivity
GeographicDomains, Dominions
Internetworking
Devices & Sensors
Sourcing
Code
EconomicCommercial
Security, Privacy
InformationEcosystem
Physical Domains
Information Domains
InformationEcosystem
06/10/2014 Mark Skilton copyright 2014 22
Information
Domains
Semantic(Contextual)
Physical Domains
Web 1.0
Web 2.0
Web 3.0
Web 4.0
Information Ecosystem

23. Building Digital Enterprise –“smart spaces”
Information centric view
PEC Model
STC Model
Technology led
Ecosystem led
“what data value have I got?”
“How can technology extend my capabilities and add value?”
“Where can I buildbetter outcomes?”
Source: Book: Building the Digital Enterprise
06/10/2014 Mark Skilton copyright 2014 23
Information led

24. Car securityRoute Planning
Passenger services
Satellite
& Telecoms Operators
In car BrandsRetail services
Entertainment
AccessoryManufacturers
SmartTraffic planning
Driver assist,
Vehicle to Vehiclecommunication
VirtualShowrooms
Connected Automobile Ecosystem
Location Parking Assist, Refuel, Charging
06/10/2014 Mark Skilton copyright 2014 24

25. Smart Hotel Ecosystem
Loyalty cards,
services
In room services
Maintenance services
Room facilities
Reception services
Room Cleaning Services
Travel and Bookingservices
Connections and Transport
Rooms & Facilities
ReorderingandBrands
06/10/2014 Mark Skilton copyright 2014 25

26. Smart Retail Ecosystem
Smart TransportCabin Services
In store Services
Maintenance services
TrafficOptimization
Crowd / Marketplaces
Home Delivery
Smart Fridges
Connections and Transport
Supply chain
Optimization
ReorderingandBrands
Smart Displays
Smart Shelves(Weight sensors)
Fleet Management
LogisticsAutomation
Smart Homes, Offices
Store,StockPricing, Availability
Consumerco-presence
Brand Optimization
06/10/2014 Mark Skilton copyright 2014 26

27. The Evolving marketplace & Supply chain
Rooms, Facilities, Space Objects
06/10/2014 Mark Skilton copyright 2014 27

28. Digital Sales and Marketing – Commercial Strategies
Digital Shop
Content to Purchase (C2P)
Location
Business Models
Engage the shopper inside and outside the retail storeIn-store sensors -NFC mobile information and PoS
Coupon-cloud –discountsSmart Display boards –contextual advertizing
Context-based marketing“pre-during and post shop” Loyalty marketing “Data Driven Marketing”
“Get off treadmill of promotions –target rewards to customers and partners
Location based Marketing support Services
Coca-Cola Salesforce Incentive-mobile
Support Partner effectiveness programs with digital –ExampleCoca-Cola Pro Avec vous program –France -CegidRestaurants “Pro with You”
Use of innovative businessmodels to engage customersand providers in excellence
-Digital Trials –“Happy hours” -Crowd Sourcing –volunteerscheck store pricing and displays
06/10/2014 Mark Skilton copyright 2014 28

29. Logistics and Supply ChainStrategies
Communications
Engagement
Productivity & Efficiency
Digital Signage –engage workforcein many locations. Sites , offices, canteens, manufacturing sitesKiosks and hotspots , on tablets and smartphonesAllow peopleto access content and “Self-service”
Plant maintenance operators – tablets and mobile engineeringand maintenance specifications
Team leaders, staff training and skills development
Technology enable staff workforcevirtual webinars and workplaceCollaborationmanagement teams
Site locations and supplier collaboration
Physical asset tracking –“coolers” with RFID tags. Asset Management
Vendor Managed Inventory
“Machine Data” –machine Quality& Reliability –pattern recognition
“Procurement and analytics spend” Products and materials cost of goodssold optimization“Logistics and Transportation” 3rdparty hauler trackingDriver cabin communications“Automatic retailer alerts” fordelivery-on-timeschedule –earlies, latesoptimization
06/10/2014 Mark Skilton copyright 2014 29

30. Digital Enterprise
Operations & Logistics
Sales & Marketing
Digital Trails, serious gaming
Data DrivenMarketing
In-store Sensors
Partner embedded services
Mobile Incentives
Smart Advert pricing Displays
Smart PoSPayments
Machine Data
Crowd SourcingInnovation
Procurement & Analytics Spend
Logistics & Transportation
Smart IDs
Workforce Collaboration
Partner Collaboration
QR, RFID
Digital Signage
Self-service,
Comms, skills
Smart PlannedMaintenance
Training & SkillsAugmentation
Content Management
ProductivityTools
Real time Alerts
Content Management
06/10/2014 Mark Skilton copyright 2014 30

31. Digital Workspacesare real….
06/10/2014 Mark Skilton copyright 2014 31

32. Building Digital Platforms
Room/Facility Augmentation
Personal / Business Community
Travel -In transit automation
Contextual relationship augmentation
Knowledge augmentation
Object augmentation
Object Platforms
Room / Facility Platforms
Personal Platform
Community Platform
Knowledge Platforms
Contextual Platforms
Travel-Transit Platforms
Digital Trails, serious gaming
Crowd SourcingInnovation
In-store Sensors
Partner embedded services
Mobile Incentives
Data DrivenMarketing
Smart Advert pricing Displays
Smart PoSPayments
Digital Signage
Self-service,
Comms, skills
Smart PlannedMaintenance
Training & SkillsAugmentation
Real time Alerts
Content Management
Machine Data
Procurement & Analytics Spend
Logistics & Transportation
Smart IDs
Workforce Collaboration
Partner Collaboration
PEC Model 06/10/2014 Mark Skilton copyright 2014 32

33. Building Digital Workspaces
STC Model
Enterprise Customer Outcomes
Mobile App Purchases
Multi-channel leverage
Social media discountsBrand cross-sell, up-sell
Social –Market connections
3rdparty Turnover pull-through
Objects
Rooms, Facilities
% Mobile Sales
% indirect sales
People, Businesses
% Brand Sales% Address1ble Market
% Total cost ofoperation
Time to market
Changes in channelstock
Space
Time
illustrative
Digital Signage
Smart PoSPayments
Crowd SourcingInnovation
Partner embedded services
06/10/2014 Mark Skilton copyright 2014 33

34. Towards building Digital Workspaces
2-sidedMarket
Platforms TSPs
Multi-sidedMarket
Platforms MSPs
Value NetworkEcosystems VNEs
Web apps
Mobile apps
(Converged multi-channel)
Financial Services – On-line payments
Citizen services – identitymanagement
Healthcare – Translation to BenchmHealth monitoring
News-Media –EntertainmentEducation -MOOCRetail -eMarketplace
Smart City
Connected Car
Smart Hotel
Web catalogs
Social Networks
Content mashups
Mobile gaming
Mobile geo-presence
Mobile adverts 06/10/2014 Mark Skilton copyright 2014 34

35. ConsumersConsumer
Consumer
Buyers
Provider
Sub suppliers
Sellers
Vertical Integrated
Value Network
Upstream
Downstream
Cross sell
Scale up
Scale out
Horizontally Integrated Value Network
HorizontalValue Chain
VerticalValue Chain
Multi-sidedPlatform
Value
NetworkEcosystem
2ndorder
2ndorder
nthorder
nthorder
Two-sidedPlatform
Towards building Digital Workspaces 06/10/2014 Mark Skilton copyright 2014 35

36. Building Digital Workspaces
Customer Touch Point Journey
Digital Enterprise –Digital workspaces
06/10/2014 Mark Skilton copyright 2014 36
Classical View
STC View

37. Building Digital Workspaces
Digital Signage
Smart PoSPayments
Crowd SourcingInnovation
Partner embedded services
illustrative
06/10/2014 Mark Skilton copyright 2014 37
The Open GroupOpen Platform 3.0 Archimate Notation

38. Building Digital Workspaces
Digital Signage
Smart PoSPayments
Crowd SourcingInnovation
Partner embedded services
Objects
Rooms, Facilities
People, Businesses
illustrative
06/10/2014 Mark Skilton copyright 2014 38

39. Towards Digital Enterprise –Future of Roadmaps of Adoption
Digital Ecosystems
Customerand UserResource
Experience
Process Choreographyand ServiceExperience
FunctionalIntegration
Experience
Technology
MediationCluster
ExperienceMediationCluster
Business
MediationCluster
Digital Technologies
Digital Architecture
Process clusters
Technology clusters
User & Data ExperienceClusters
Modularity, scalability, generativity
06/10/2014 Mark Skilton copyright 2014 39

40. The Greenhouse Project
06/10/2014 Mark Skilton copyright 2014 40
The greenhouse is surrounded by an experimental green roof maintained bythe Fifth Dimension-Green Roofs in Urban Areas project.
The aim to develop IoT solutionsfor supporting the concept of
Smart spaces and IoT
Student Projects
Using sensor technology, networks, 3D printing …
Helsinki University, Finland
https://wiki.Helsinki.fi/display/Exactum5D/Home
Aim at learning about improving City environments:
CO2 sequestration, improve microclimates, regulate hydrological cycle,
Habitat provisioning, active cooling/insulation, dust filtering, aesthetic improvement, recreation and education spaces…
Air
Temperature
Humidity
Hydroponics
Heat
Emissions
….
Visitors
Throughput
Conceptualization
illustration

41. Building Digital Workspace Program Plan
Digital WorkspaceManagement
Networking and Communications
DigitalSensor & Device
Management
Services and Applications Data Support
Human Interactions
EcosystemDriversInteroperability& Portability
Trials and Demos
Cross-Work streamActivities
Security, Privacy, legal Compliance and Trust
Energy Efficiency & sustainability
Standardization and Architecture considerations: -Modularity, scalability, adoption
Ecosystem –Outcomes, Monetization mechanisms. generativity
Adapted from IoT Towards Ecosystems –University of HelsinkiNational IoT Program Finland http://www.internetofthings.fi/
06/10/2014 Mark Skilton copyright 2014 41
EXAMPLE

42. Evolution of Physical to Virtual Retail Finance
06/10/2014 Mark Skilton copyright 2014 42

43. Contextual Case Study Examples –Mobile app order and payment
A study showed that on average a person takes 12 minutes waiting time to pay for their meal.
Enter Restaurant
Select and order Meal
Meal prepared and deliveredto Table
Consume meal
Pay for meal and leave
Enter Restaurant
Select and order MealMobile app generates Payment CODEfor use with meal
Meal prepared and deliveredto Table
Consume mealMobile app pays for meal
Request Bill
X no waiting for bill request
X faster service feedback
X During and after Customer Experienceopportunities to promote discounts, coupons, brandawareness
Pre-order mealon Mobile app
Meal alreadyprepared , you pickup or consumeon premise
Consume mealMobile app pays for meal
X Faster ordering of meal
X Faster delivery of mealX no waiting for bill request
X faster service feedback
X no waste in meal preparationfor Restaurant (make what is needed)
X faster second time orderingfrom remembering preferences
X Before, during and after opportunitiesto promote discounts, coupons, brandawareness
Arrive at Restaurantor have it delivered to you
Don’t have to wait for bill
“TIME IS MONEY” Its all about maximizing the value of time…and avoiding lost opportunity costs 06/10/2014 Mark Skilton copyright 2014 43

44. Contextual Case Study Examples
City Region Local Enterprise Partnerships LEPs (UK) ( Liverpool, Manchester, Southampton, Leeds, London…) Geo-context services
Various Start-ups & Currentplayers
Many Mobile apps to provide Location basedContextual services.
FourSquarefor SMEs example 06/10/2014 Mark Skilton copyright 2014 44

45. Monetization in the Old Economy and the New Digital Economy
OperationalMonetizationStrategies
Operating demand and supply, bundling
capabilities
Market channel, business processand supply chaincapabilities
Capital funding, contract, IPmethodscapabilities
Ts & CsMonetizationStrategies
GrowthMonetizationStrategies
CommunityMonetizationStrategies
ChannelMonetizationStrategies
Industry StandardizationMonetizationStrategies
Community identity, feedback
Connectionscapabilities
Structureof channelsto markets,
Channel mixCapabilities
Access specialization, reward, consistencyand interoperability
NEWECONOMY
OLDECONOMY
This is the “radius effect”
Of monetization
It is the value of spatial connections and its contextual content relevance
These monetization strategiesare levers that pull or push inside your own company as ways to generate revenue and profitability.
“Network effects” may be advantageous if designed and business model ran correctly
Platforms are good at these
06/10/2014 Mark Skilton copyright 2014 45

46. Basic ecosystem
Current societalsystems and Interactions
Evolving systemsand ecosystem domains
System of Systems connected spaces
Super informationInfo hubs
Outside-InInside-out
Spatial-temporalDomains
1stTechnology era
2ndTechnology era
3rdTechnology era
4thTechnology era
Augmented/ Synthetic Intelligence
New forms of cognitive multiplicity models are driving new forms of appliedintelligence
The PC era and the move towardscommon basic internet standards
The explosive growth of data, networks and modality of mobile and sensor devices is driving a building out and formation of temporal-space visual systems.
2030
2020
Synthetic-cybernetic
Virtual –life existences
Temporaneous artificial existence
2050
2015
Near and future trajectories
06/10/2014 Mark Skilton copyright 2014 46

47. Conclusions -examples
Embedded services
The Future of “Live Advertizing” -click on an video or advert on a web page in a tablet or mobile embedded code allows you to click the picture and then it automatically brings up a catalog, options of merchants to buy it from and then pay and go.. all frictionless….MasterCard (1)
Growth of the Digital Services Economy“Clustering in Cities matter….the (agglomeration) model is driving growth in the Services sector (to create more jobs and company inward investment) supporting much more closer networks of people , accelerated by digital to help networks exist, BUT all want to be physical in context”… Economist, Manchester City Council (2)
Privacy and geolocation services
“ 2 /3rds of the daily calls and messages between parents and children deal with the physical location of the family members” National Internet of Things Program, Finland (3)
06/10/2014 Mark Skilton copyright 2014 47

48. Conclusions -examples
Digital convergence
“There will be 25 Billion objects predicted within 5 years, potentially that’s 25 Billion points of sale PoS… it’s about digital convergence". MasterCard (4)
In context Services
Hilton Turns Smartphones Into Room Keys “We analyzed data and feedback from more than 40 million HHonorsTMmembers, as well as guest surveys, social media posts, and review sites, and it's clear that guests want greater choice and control”.. …Hilton International –Press –informationweek.com (5)
Digitization and Innovation
“I don’t see Digitalization is about Enterprise, it’s all about increasing Innovation” - Philips Healthcare Research Labs (6)
06/10/2014 Mark Skilton copyright 2014 48

49. Thank you
New Book 2015
06/10/2014 Mark Skilton copyright 2014 49
http://www.opengroup.org/
The Open Group Open Platform 3.0™ Forum
http://www.opengroup.org/subjectareas/platform3.0
http://hubofallthings.com/
https://www.youtube.com/watch?v=rf6liT9JHw8
The material and concepts in this presentation is the copyright of Mark Skilton 2014