SlideShare a Scribd company logo
© Fraunhofer
DIGITAL BUSINESS MODELS AND THE
VALUE OF DATA
Prof. Dr. Boris Otto
Nice, June 6, 2014
© Fraunhofer
AGENDA
 Digitization and the Data Economy
 Data-Driven Business Models
 The Way Ahead
© Fraunhofer
Digitization is the overarching development today
affecting every industry
Source: Financial Times, 2014.
© Fraunhofer
The number of different data sources is increasing
46
54
Social media
(Facebook, Twitter, Blogs etc.)
66
34
Internet data
(Click Streams etc.)
47
53
Smart Grid
(Sensor data, machine data.)
43
57
RFID tags and barcodes
39
61
GPS data
51
49
Financial data
51
49
Mobile device usage data
What data sources do you exploit?
Source: The Economist Intelligence Unit Limited: Big Data – Lessons from the leaders, 2012, n = 752, figures are percentages.
Legend: already used planned to be used.
© Fraunhofer
Industrial Big Data is one key development in the Data
Economy
© Fraunhofer
The other one is Social Big Data referring to our digital
footprints
Source: http://edublogs.misd.net/ric17nicoler/2013/02/14/my-digital-footprint/, 2014.
© Fraunhofer
AGENDA
 Digitization and the Data Economy
 Data-Driven Business Models
 The Way Ahead
© Fraunhofer
Business model innovation is a prerequisite to sustain
competitive advantage
Source of the image: Jam Visual Thinking, 2014.
© Fraunhofer
Businesses have to answer the question as to how the
Data Economy affects business model innovation
© Fraunhofer
Digital Business Models leverage data-centric value
propositions Hybrid solutions
Convenience
Differentiation
© Fraunhofer
Customer value proposition goes beyond the business
logic of free pricing models such as Facebook etc.
If you’re not paying for it, you‘re not the customer - you‘re the product …
© Fraunhofer
adidas miCoach is a good example of data-driven
customer value
1
2
3
© Fraunhofer
Digital Businesses use multiple channels to interact with
the customer
Churn prevention
Recommender
systems
Personalized
offers
© Fraunhofer
Multi-channel integration is key to successful Digital
Business Models
© Fraunhofer
Digital Business Models use the power of data to
improve operations
Sales assistance
Supply chain
visibility
Inventory
mnagament
© Fraunhofer
Amazon patented “Anticipatory Shipping”
 End-consumer
centricity
 Shipment before
customer buys
 Speculative Shipping
 Reducing delivery
times by predicting
what buyers are going
to buy before they
actually do it
 Analyzed data includes
historical buying
patterns, preferences
expressed explicitly via
surveys/questionnaires,
demographic data,
browsing habits, wish-
lists and so on.
12-24-2013: Amazon US Patent
© Fraunhofer
Digital Business Models leverage the potentials of
ecosystems
Ecosystem
Collaborative
business processes
Converging
industries
© Fraunhofer
Competition is not within verticals any longer, but takes
place cross-industry
2004 2014
Internet Search
Internet Search
Automotive
Autonomous driving
Energy
Smart metering
Telecommunications
Fiber-to-the-Home
© Fraunhofer
Data is a strategic resource in Digital Business Models
Data
© Fraunhofer
“Native” digital enterprises use a new generation of
data management capabilities
“Modern data markets will employ a whole new generation of technology, processes, and data
science that supersedes the previous generation of data management systems”1
Cloud Computing
Big Data Software
Data Science and Machine Learning
APIs
Crowdsourcing and Social Processes
Organizational &
ICT Capabilities
Source: Elbaz, Gil: Data Markets: The Emerging Data Economy. © 2012. http://techcrunch.com/2012/09/30/data-markets-the-emerging-data-economy/. Requested on
2014-02-07.
© Fraunhofer
The “Smart Service Welt” initiative advances our
understanding of the “mechanics” of digital businesses
Data
Economy
Focus on
the
Individual
Data-
centricity
Hybrid
Service
Offerings
Converging
industries/
Ecosystems
Cloud
Platforms
New
Business
Models
© Fraunhofer
AGENDA
 Digitization and the Data Economy
 Data-Driven Business Models
 The Way Ahead
© Fraunhofer
Success is not guaranteed…
© Fraunhofer
Companies have to overcome a couple of challenges
52 %
Inappropriate organizational
structure
51 %
Missing IT infrastructure and
systems
46 %Poor data quality
45 %Lack of leadership
43 %Lack of functional expertise
31 %Lack of IT expertise
Source: McKinsey: Minding your digital business. In: MicKinsey on Business Technology (2012) Nr. 27, S. 24-31.
© Fraunhofer
The Competence Center Digital Consumer Business (CC
DCB) facilitates Digital Business Model innovation
© Fraunhofer
Please get in touch for further information
Univ.-Prof. Dr. Ing. Boris Otto
TU Dortmund University
Audi-Endowed Chair of
Supply Net Order Management
LogistikCampus
Joseph-v.-Fraunhofer-Straße 2-4
D-44227 Dortmund
Tel.: +49-231-755-5959
Boris.Otto@tu-dortmund.de
Fraunhofer-Institute for Material
Flow and Logistics
Director Information Management &
Engineering
Joseph-v.-Fraunhofer-Straße 2-4
D-44227 Dortmund
Tel.: +49-231-9743-655
Boris.Otto@iml.fraunhofer.de

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The Value of Data for Digital Business Models

  • 1. © Fraunhofer DIGITAL BUSINESS MODELS AND THE VALUE OF DATA Prof. Dr. Boris Otto Nice, June 6, 2014
  • 2. © Fraunhofer AGENDA  Digitization and the Data Economy  Data-Driven Business Models  The Way Ahead
  • 3. © Fraunhofer Digitization is the overarching development today affecting every industry Source: Financial Times, 2014.
  • 4. © Fraunhofer The number of different data sources is increasing 46 54 Social media (Facebook, Twitter, Blogs etc.) 66 34 Internet data (Click Streams etc.) 47 53 Smart Grid (Sensor data, machine data.) 43 57 RFID tags and barcodes 39 61 GPS data 51 49 Financial data 51 49 Mobile device usage data What data sources do you exploit? Source: The Economist Intelligence Unit Limited: Big Data – Lessons from the leaders, 2012, n = 752, figures are percentages. Legend: already used planned to be used.
  • 5. © Fraunhofer Industrial Big Data is one key development in the Data Economy
  • 6. © Fraunhofer The other one is Social Big Data referring to our digital footprints Source: http://edublogs.misd.net/ric17nicoler/2013/02/14/my-digital-footprint/, 2014.
  • 7. © Fraunhofer AGENDA  Digitization and the Data Economy  Data-Driven Business Models  The Way Ahead
  • 8. © Fraunhofer Business model innovation is a prerequisite to sustain competitive advantage Source of the image: Jam Visual Thinking, 2014.
  • 9. © Fraunhofer Businesses have to answer the question as to how the Data Economy affects business model innovation
  • 10. © Fraunhofer Digital Business Models leverage data-centric value propositions Hybrid solutions Convenience Differentiation
  • 11. © Fraunhofer Customer value proposition goes beyond the business logic of free pricing models such as Facebook etc. If you’re not paying for it, you‘re not the customer - you‘re the product …
  • 12. © Fraunhofer adidas miCoach is a good example of data-driven customer value 1 2 3
  • 13. © Fraunhofer Digital Businesses use multiple channels to interact with the customer Churn prevention Recommender systems Personalized offers
  • 14. © Fraunhofer Multi-channel integration is key to successful Digital Business Models
  • 15. © Fraunhofer Digital Business Models use the power of data to improve operations Sales assistance Supply chain visibility Inventory mnagament
  • 16. © Fraunhofer Amazon patented “Anticipatory Shipping”  End-consumer centricity  Shipment before customer buys  Speculative Shipping  Reducing delivery times by predicting what buyers are going to buy before they actually do it  Analyzed data includes historical buying patterns, preferences expressed explicitly via surveys/questionnaires, demographic data, browsing habits, wish- lists and so on. 12-24-2013: Amazon US Patent
  • 17. © Fraunhofer Digital Business Models leverage the potentials of ecosystems Ecosystem Collaborative business processes Converging industries
  • 18. © Fraunhofer Competition is not within verticals any longer, but takes place cross-industry 2004 2014 Internet Search Internet Search Automotive Autonomous driving Energy Smart metering Telecommunications Fiber-to-the-Home
  • 19. © Fraunhofer Data is a strategic resource in Digital Business Models Data
  • 20. © Fraunhofer “Native” digital enterprises use a new generation of data management capabilities “Modern data markets will employ a whole new generation of technology, processes, and data science that supersedes the previous generation of data management systems”1 Cloud Computing Big Data Software Data Science and Machine Learning APIs Crowdsourcing and Social Processes Organizational & ICT Capabilities Source: Elbaz, Gil: Data Markets: The Emerging Data Economy. © 2012. http://techcrunch.com/2012/09/30/data-markets-the-emerging-data-economy/. Requested on 2014-02-07.
  • 21. © Fraunhofer The “Smart Service Welt” initiative advances our understanding of the “mechanics” of digital businesses Data Economy Focus on the Individual Data- centricity Hybrid Service Offerings Converging industries/ Ecosystems Cloud Platforms New Business Models
  • 22. © Fraunhofer AGENDA  Digitization and the Data Economy  Data-Driven Business Models  The Way Ahead
  • 23. © Fraunhofer Success is not guaranteed…
  • 24. © Fraunhofer Companies have to overcome a couple of challenges 52 % Inappropriate organizational structure 51 % Missing IT infrastructure and systems 46 %Poor data quality 45 %Lack of leadership 43 %Lack of functional expertise 31 %Lack of IT expertise Source: McKinsey: Minding your digital business. In: MicKinsey on Business Technology (2012) Nr. 27, S. 24-31.
  • 25. © Fraunhofer The Competence Center Digital Consumer Business (CC DCB) facilitates Digital Business Model innovation
  • 26. © Fraunhofer Please get in touch for further information Univ.-Prof. Dr. Ing. Boris Otto TU Dortmund University Audi-Endowed Chair of Supply Net Order Management LogistikCampus Joseph-v.-Fraunhofer-Straße 2-4 D-44227 Dortmund Tel.: +49-231-755-5959 Boris.Otto@tu-dortmund.de Fraunhofer-Institute for Material Flow and Logistics Director Information Management & Engineering Joseph-v.-Fraunhofer-Straße 2-4 D-44227 Dortmund Tel.: +49-231-9743-655 Boris.Otto@iml.fraunhofer.de