Business Models in the Internet of Services -

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Business Models in the Internet of Services -

  1. 1. Business Models in the Internet of Services Business model methods to strengthen innovations Nico Weiner Fraunhofer IAO Competence Center Electronic Business 15. September 2010 Xinnovations 2010, Berlin © Fraunhofer IAO, Stuttgart
  2. 2. Agenda  Business Models – Between Business Ideas and Business Plans  Business model trends in the »Internet of Services«  Selected use cases  Outlook on business model management © Fraunhofer IAO, IAT Universität Stuttgart 2
  3. 3. Fraunhofer IAO – Ideas for success  Found in: IAO – 1981 IAT – 1991  Head of Institute: Prof. Dr.-Ing. Dr.-Ing. E.h. Dieter Spath  Financial volume: 28 Mio €, davon 35% im Auftrag der Wirtschaft  Permanent staff: 400 employees (Data of the year 2009, inclusive IAT of the University of Stuttgart) Information and communication intelligent exploitation of the full IT-potential successfull implementation of process innovation intuitive design of systems © Fraunhofer IAO, IAT Universität Stuttgart 3
  4. 4. Motivation »Business models are perhaps the most discussed and least understood aspect of the web. There is so much talk about how the web changes traditional business models. But there is little clear-cut evidence of exactly what this means.« Rappa 2001 New product New industry e.g. Notebook e.g. Netscape, innovative Google, eBay Product Existing industry New business e.g. various PC- model existing vendors e.g. DELL existing innovative Business model Kubicek, Brückner, Businesspläne für IT-basierte Geschäftsideen, 2010 © Fraunhofer IAO, IAT Universität Stuttgart 4
  5. 5. The Business Model-Stack Osterwalder, Pigneur, Tucci in comm. of AIS (2005) © Fraunhofer IAO, IAT Universität Stuttgart 5
  6. 6. Business Models as preliminary stage of Business Plans Business Model Business Plan Early identification and brainstorming of Description of all chances, risks and activities Objective chances, risks and activities related to an coming or already existing business to realize a business idea Target Business Developer, Partner Investors (Venture Capitalists, Banks ...) group Time Usually a snapshot Shows changes in time and predicts the market relation at one point in time Form of visual textual presetation Granularity Reduced to most important facts Many details © Fraunhofer IAO, IAT Universität Stuttgart 6
  7. 7. Business Model Concept • Value Proposition describing • Market segments • Distribution Channel • Value Intention • Target Customer • Groupings of • Customer Experience Customers and Customers • Partner Experience • Customer Relationship Value Market • Business Web Perspective Approach Interface • Partners and Resellers External • Business Relationship Financial Domain • Competition •Investors & Investment Streams • Competitors •Revenue Streams •Pricing •Costs Perspective Internal • Business Rules • Use Case Scenarios • Business Processes • Products & Services Value Creation & Products & • Capabilities • Product Offerings Capabilities Services • IT-Resources • Service Offerings • Human Resources • Complementary Offerings © Fraunhofer IAO, IAT Universität Stuttgart 7
  8. 8. Agenda  Business Models – Between Business Ideas and Business Plans  Business model trends in the »Internet of Services«  Selected use cases  Outlook on business model management © Fraunhofer IAO, IAT Universität Stuttgart 8
  9. 9. Side trip – German IT-Vendors and the »Internet of Services«  Current german publications »Geschäftsmodelle im Internet der Dienste« – Aktueller Stand in Forschung Praxis and Trends und Entwicklungen auf dem deutschen IT-Markt  Addresses vendors, scientists and other interested parties in the area of internet services  German version free to download at www.itbusinessmodels.org (Rubric Publications – English summaries currently only available as presentations) © Fraunhofer IAO, IAT Universität Stuttgart 9
  10. 10. Infrastructure as a Service An option for German IT-Providers?  How do you rate the attractiveness of Infrastructure as a Service-Providers like Amazon EC2, S3 for the operation of SaaS-solutions? Replies of German IT-Providers; n=114 © Fraunhofer IAO, IAT Universität Stuttgart 10
  11. 11. Responsiblities and Roles to realize SaaS  How would you realize the distribution of responsibilities and roles within a partner-network to offer a SaaS-solution?  Almost similar results for cooperative outsourcing of »Software- Customization«, »Software-Integration« and »Training of the customer« Replies of German IT-Providers; n=114 © Fraunhofer IAO, IAT Universität Stuttgart 11
  12. 12. Software as a Service Pricing criteria  What are the criterions for your pricing? Replies of German SaaS-Providers; n=89 © Fraunhofer IAO, IAT Universität Stuttgart 12
  13. 13. Agenda  Business Models – Between Business Ideas and Business Plans  Business model trends in the »Internet of Services«  Selected use cases  Outlook on business model management © Fraunhofer IAO, IAT Universität Stuttgart 13
  14. 14. Excerpt of the Amazon business model Market Value Approach Products & Services Interface Anwendungen Corporate Accounts (Unternehmensrabatte) Unternehmens- Value Creation & und Dienstleist- kunden (Käufer) Ausbildungsmaterial für Schulen zu speziellen Konditionen Capabilites ungen Amazon Visa Karte AmazonPrime-Mitgliedschaft (kostenloser Financial Domain Express/Premiumversand) Kindle & eBooks Privatpersonen IMDb (Filmdatenbank) (Käufer) Soziales Netzwerk: Author Fresh Multimediainhalte (verderbliche Empfehlungen, Kommentare, (MP3, Video on Wunschliste, die persönliche Produkte) Demand) Seite, Foren Amazon Produkte & Author Blogs Privatpersonen AuthorsCentral/Connect Dienste (z.B. (Verkäufer) Fotobücher) AmazonAdvantage (Selbstverlag) Fulfillment by Amazon Amazon WebStore (Auftragsbearbeitung inkl. (angepasster Webshop mit Lagerung und Versand) eigenem Branding) Unternehmens- Amazon Cloud Front (Bereitstellung von Plattform-Dienste kunden Inhalten, z.B. Medieninhalten) (Verkäufer) & Amazon FWS, FPS, DevPay (Dienste Entwickler zur Abwicklung und Abrechnung) Amazon SimpleDB, SQS, SNS, Amazon Elastic Compute CloudWatch (Bereitstellung von Infrastruktur- Cloud (Rechenleistung) technischen Diensten) Dienste Amazon S3 (Speicherung von Inhalten) © Fraunhofer IAO, IAT Universität Stuttgart 14
  15. 15. OnLive - revolution in entertainment? Playing modern games restricted by almost no hardware-requirements Target customers Telecommunication- providers / Using the service Infrastructure-providers everywhere (?) Publishers Hardware-providers "Free the user" of storage and performance Value Market Approach Interface Competitors (?) Financial Domain fixed one-time + monthly fee High bandwidth (5Mbit) Value MicroConsole adapter Creation & Products & Multiple server-farms Capabilities Services in many locations (~600 Game Service km to customer) High server- Game Management (online- performance profiles and storage) requirements © Fraunhofer IAO, IAT Universität Stuttgart 15
  16. 16. The business model of the iTunes-offering Hardwaredesign Software developers Target Customers High End Products Content-providers - Payment-providers - Image & Lifestyle Music Labels Click&Buy AllInOne-Funcationality (apps, movies, pictures, Value Market Hardware-providers music, contacts ...) Approach Interface "Green" Products Competition in different areas - microsoft, amazon, maxdome Financial Domain Content Server infrastructure Value iTunes-Software Creation & Products & Software-Engineering Capabilities Services "iTunes-aware" Hardware - iPod, iPhone, iPad, AppleTV Hardwaredesign Integration of Hard- and Apps- and 3rd-Party Apps Marketing and PR Software © Fraunhofer IAO, IAT Universität Stuttgart 16
  17. 17. Agenda  Business Models – Between Business Ideas and Business Plans  Business model trends in the »Internet of Services«  Selected use cases  Outlook on business model management © Fraunhofer IAO, IAT Universität Stuttgart 17
  18. 18. [moby:designer] Software-supported Business Model Design © Fraunhofer IAO, IAT Universität Stuttgart 18
  19. 19. Thanks for your time! Nico Weiner Dipl.-Wirt-Inf. Competence Center Electronic Business Fraunhofer Institute of industrial engineering IAO Nobelstrasse 12 | 70569 Stuttgart, Germany Phone: +49 711 970-2170 nico.weiner@iao.fraunhofer.de Download of publications and presentations at www.itbusinessmodels.org/?q=content/publications. (partially german) © Fraunhofer IAO, IAT Universität Stuttgart 19

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