This document discusses the NEMODE initiative which aims to support research on how digital technologies are transforming business models and the economy. It provides an overview of NEMODE's goals and areas of research interest, including how social media and big data are impacting business models. Specific projects are also mentioned, such as developing a taxonomy of digital business models and creating a retail observatory to study the effects of digital technologies on omnichannel retailing. Funding opportunities for collaborations between UK universities on digital economy research topics are also outlined.

1. Social Media, Big Data and New Business Models
Richard Adams, NEMODE
February, 2014

2. Agenda
• NEMODE: New Economic MOdels in the Digital Economy
• NEMODE as an enabler
• NEMODE connecting into UK HEIs
• Research opportunities: general and specific
• Taxonomising the business models of the digital economy
• Service science: digitising a retail observatory
• Social media and big data facilitating the sustainable
organisation

3. Network+
Sustainable for
This area
IT as a Utility
Society
pictures/charts/tables,e
tc
Communities
and Culture
New
Economic
Models
To support research to
rapidly realise the
transformational impact of
digital technologies on
aspects of community life,
cultural experiences,
future society, and the
economy

4. UK HEIs

5. NEMODE: Interests and Support
Research themes
•
•
•
New E/B Models (taxonomy, form, flexibility…)
Sectorally agnostic
Aspects of DE impacting Business Models
– Big data
– Social media
– Human computer interaction
– Gamification
– Entrepreneurialism and DE
– Pervasive / ubiquitous computing
– Security, privacy and trust
– Value creation and capture
– Data ‘productisation’
– Analytics
Funding available for
•
•
•
•
•
•
•
Open call (£3k)
Workshops (£4k)
International speakers (T&S)
Placements/secondment
(£12k)
Start-up support (£20k)
Pilot studies (£50k)
…

6. Related DE Projects - NEMiNDE
• Professor I Ng, University of Warwick: Home Hub-of-all-Things (HAT) as Platform for
Multi-sided Market powered by Internet-of-Things: Opportunities for New Economic &
Business Model
• Dr A Leiponen, Imperial College London: Catalysing economic growth: releasing the
value of big data
• Dr J Cox, University of Portsmouth: The wonders of the Zooniverse: Modelling and
optimising volunteer participation in online citizen science
• Professor P Cowling, University of York: NEMOG: New Economic Models and
Opportunities for digital Games
• Professor mc schraefel, University of Southampton: Meaningful Consent in the Digital
Economy
• Professor C Baden Fuller, City University London: Building Better Business Models:
Capturing the Transformative Potential of the Digital Economy
• Dr T Minshall, University of Cambridge: Bit by bit: Capturing the value from the digital
fabrication revolution
• Dr T Preis, University of Warwick: Big Data, Innovations and New Business Models

7. Business models in the digital economy
• Incumbent players rarely do well when industries get disrupted
• Digital threatens ’analogue’ business models
• What are business models?
• Stories that explain how enterprises work
• Focus on value: VP, VCr, VCa
• What do business models consist of?
• ≥ 100 components
• Resources and assets to suppliers and customer information,
distribution mechanisms to governance…
• Big questions:
• How does big data impact the business model of a firm?
• How do business model components configure?

8. Taxonomising Business Models in the DE
A search for examples of the effect of DE on Business Models
Internal
artefacts
Relational
External
mechanisms stakeholders
•
How is digital affecting
business models?
Channels
Customer
relationships
VP
VCr
VCa
Resources
Processes
Cost structure
Customer
segments
Key
partnerships
Revenue
streams
•
What does the DE/Big Data
business model look like on
the inside?
•
How does a taxonomy of DE
Business Models differ
across sectors?

9. NEMODE retail observatory
Technological diversity
Possible research themes:
• Digital based signage
• Location analytics
• Experience measurement
systems
• Micro mobility marketing
• Recommender systems
• Smart PSAs
• Eliminating silos between digital and
bricks & mortar offers
• Digital push vs digital pull
• Omni-channel retailing
• Role of UGC & in-store apps
• Customer journey, the buying
decision
• …
Areas for collaboration:
• Advisory group
• Instrumenting the shop and data management
• Research collaborations with UK HEIs, NSF, ISSIP

10. This area for large
pictures/charts/tables,etc with one line
captioning.
What is the nature of SM/BD practices supporting firm's journey to sustainability?

11. Key messages
• NEMODE as an enabler of research in DE
• Focus on how DE is affecting BMs and EMs
• Connections into a diverse and growing community
of UK DE researchers
• Wide range of research collaboration opportunities
Contact:
r.j.adams@exeter.ac.uk