Build the digital enterprise mark skilton copyright 2014 v1

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

https://www.brighttalk.com/webcast/9059/107493

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-skiltonAcademic

ProfessorProfile

https://www.linkedin.com/pub/mark-skilton/1/189/968

http://www.markskilton.com/

mailto: [email protected]

http://www.wbs.ac.uk/about/person/mark-skilton

https://www.linkedin.com/pub/mark-skilton/1/189/968

eGovernmentSmart City

eHotel

Smart Home

eTravel

eDefense

eTransport

eResearch & Development

eSustainabilityMunicipals

eAerospace Engineering

Advanced Engineering embedded Sensors

ePortseShipping

eEducation

Digital Art

Immersive Theatre

Online-Gamming

Quantified Self

eMarketing

eMedia

ePublications

eSecurityCyber

Quantified Life

eAgriculture

ePackaging

eHealthcare

eFinance

eUtilities

eTelecommunications

eBanking

eInsuranceeBuildings

eCommunities & Crowds

eTrade, Auctions

eCharity eVocation

Digitization of Industries

eSocialcare

eFarming

eConsumer Products & Services

eSaleseSupplychain

Connected Automotive

eApparel

eSport

eTaxis

eEstate

Digital Currency

Wearables

eEmergency

eMedicalePrison 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

eRecreationeTourism

eAppliances


Building the Digital Enterprise


Development of Value in digitizationSocial / Organizational Network AnalysisValue Operating networks of tangible and intangible flows

Social Graph

Outlet

ValueNetwork

OperatingNode

Market

Source: Wikimedia open


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 - ContextualizationSemantic classification

Incomplete example of ontology of room

Work DeskColor: BlackShape: RectangleMaterial: Metal

Desk LampColor: GoldBulb: Smart bulbEnergy: Low power


Creating Digital Workspaces - Redefinition of Data in the Internet of things

The meaning of digital existence ..06/10/2014 Mark Skilton copyright 2014 7

4th Generation

5th Generation

Data centric mediation

Digital Workspaces

Social mediaMassive distributed server clustersMobilityVisualization

Started1970-80’s

Started1980-90’s

2000-10’s

2010-2020’s

Abstracted Softwareand HardwareRapid GUI, Web designClient-Server

Parametric computationEarlyArtificial IntelligenceMachine Learning Algorithms

Modular, scalable Software and Hardware Contextual location basedServices, Hardware and ObjectsDigital Convergence / Digital Platforms Augmented / Artificial Intelligence

Software and Hardware Development Techniques

Key characteristics

DigitalEcosystems


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


Business Perspectives

Smart ART

Smart Mirrors

Smart Lighting

CommercialInformation & Pricing Boards Dynamic “live”

Advertizing

Automated preparationAutomatedWastageManagement

AutomatedMaterialsReplenishment

Dynamic “Menus”Smart Point of Sale

Customer NFRServices

AutomatedProductPromotions

Consumer Service personalization

WearablesDevices

WearablesApparels

Dynamicpre-ordering& recommendations


Knowledge Perspectives

WellbeingWearables

Smart Glasses

Smart TabletsWireless device to deviceconnectivity

External presenceconnectivity

Smart Work boards

Smart Wall surfaces

TetheredMobile devices

Smart pens

Customer NFRServices

Smart Building,Room connectivity

Smart paper

Proximity Sensors

Smart roomlocationBeacons &Services

AugmentedReality

Virtual Realityprojections

StereoscopicObject scanning

Telepresencemeetings

Context Libraryand services

Virtual &AssistedCollaboration

WearablesPersonal assistant

Smart Tables, Smart chairs06/10/2014 Mark Skilton copyright 2014 11

Spatial Information field of view

1st person viewpointCollective personviewpoint 3rd person viewpoint


The digitization of Workplaces

immediatesensory information

1st person viewpoint

Collective personviewpoint

3rd person viewpoint

Collaborativeinformation,communities

Markets,communities,Global events

Spatial ecosystems


Semantic information field of view

PhysicalData

Metadata Hyperdata

Groups of namesand activities

My nameand currentactivity

Information and their relationships to all names and activities

Informationand theirrelationshipsto groupsof namesand activities


The digitization of Workplaces

PhysicalData

Metadata

Hyperdata

Collective Intelligence

Augmented Intelligence

Artificial Intelligence

Information ecosystems


Temporal information field of view

The Present Now

The Past The Future

Information of thePast, PresentFuture

CertainNear Future

CertainNear PastLess certain

Past

Less certainFuture

KnownPast

UnknownPast

PossibleFutures

UnknownFutures

Path through time taken Path through time taken


Temporal information field of view

The Present Now

Information of thePast, PresentFuture

Past TimeInformation

Further Past, Presentand FutureOutcomes

Near Pastand Present Outcomes

Temporal ecosystems

Future TimeInformation


Convergence of digitization of physical and Virtual space and time

WHERE WHEN

WHAT Architecting is the HOW06/10/2014 Mark Skilton copyright 2014 18

Transformation of Workplaces Workspacesby Digitization

Physical spacesInformation in time

Convergence of Physical and

Virtual spaces

Spatial InformationView of view

Temporal InformationView of view

The type and location of dataand its relationships

Physical location of persons, objects, buildingsAnd places

Domain Workspace

Semantic andPragmatic InformationView of view

SPACE TIME

The relation of data toThe time it is createdAnd represents

What is Experiencedand understood

CONTEXT


The Rise of Digital Workspaces


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


Adapted from the Ladder of Inference /Semiotic Ladder

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 DomainsInformation Domains

Information Ecosystem


InformationDomains

Semantic(Contextual)

Physical Domains

Web 1.0

Web 2.0

Web 3.0

Web 4.0

Information Ecosystem

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 Enterprise06/10/2014 Mark Skilton copyright 2014 23

Information led

Car securityRoute PlanningPassenger services

Satellite&Telecoms Operators

In car BrandsRetail servicesEntertainment

AccessoryManufacturers

SmartTraffic planning

Driver assist, Vehicle to Vehiclecommunication

VirtualShowrooms

Connected Automobile Ecosystem

Location Parking Assist, Refuel,Charging


Smart Hotel EcosystemLoyalty cards, services

In room services

Maintenance services

Room facilities

Reception servicesRoom Cleaning Services

Travel and Bookingservices

Connections and Transport

Rooms &Facilities

ReorderingandBrands


Smart Retail Ecosystem

Smart TransportCabin Services

In store Services

Maintenance services

TrafficOptimization

Crowd / Marketplaces

Home Delivery

Smart Fridges

Connections and Transport

Supply chainOptimization

ReorderingandBrands

Smart DisplaysSmart Shelves(Weight sensors)

Fleet Management

LogisticsAutomation Smart Homes,

Offices

Store,StockPricing, Availability

Consumerco-presence

Brand Optimization


The Evolving marketplace & Supply chain

Rooms, Facilities, Space Objects


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 PoSCoupon-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 ServicesCoca-Cola Salesforce Incentive- mobile

Support Partner effectiveness programs with digital – ExampleCoca-Cola Pro Avec vous program – France - Cegid Restaurants “Pro with You”

Use of innovative businessmodels to engage customersand providers in excellence- Digital Trials – “Happy hours”- Crowd Sourcing – volunteerscheck store pricing and displays


Logistics and Supply ChainStrategies

Communications EngagementProductivity

&Efficiency

Digital Signage – engage workforcein many locations. Sites , offices, canteens, manufacturing sitesKiosks and hotspots , on tablets and smartphonesAllow people to 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 teamsSite 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”3rd party hauler trackingDriver cabin communications“Automatic retailer alerts” fordelivery-on-timeschedule – earlies , lates optimization


Digital EnterpriseOperations & LogisticsSales & 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, RFIDDigital Signage

Self-service,Comms, skills

Smart PlannedMaintenance

Training & SkillsAugmentation

Content Management

ProductivityTools

Real time Alerts

Content Management


Digital Workspacesare real….


Building Digital Platforms

Room/Facility Augmentation

Personal / Business Community Travel - In transit automation

Contextual relationship augmentation

Knowledge augmentationObject augmentation

Object Platforms

Room / Facility Platforms

Personal PlatformCommunity Platform

Knowledge Platforms

Contextual Platforms

Travel-Transit Platforms

Digital Trails,serious gaming


In-store Sensors


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


Building Digital WorkspacesSTC Model

Enterprise Customer Outcomes

Mobile App PurchasesMulti-channel leverage

Social media discountsBrand cross-sell, up-sell

Social – Market connections

3rd party Turnover pull-through

Objects

Rooms, Facilities

% Mobile Sales% indirect sales

People, Businesses

% Brand Sales% Address1ble Market

% Total cost ofoperation

Time to marketChanges in channelstock

Space

Time

illustrative

Digital Signage

Smart PoSPayments




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 –identity management

Healthcare –Translation to BenchmHealth monitoring

News- Media – Entertainment

Education - MOOCRetail - eMarketplace

Smart City

Connected Car

Smart Hotel

Web catalogs

Social Networks

Content mashups

Mobile gaming

Mobile geo-presence

Mobile adverts


ConsumersConsumer

Consumer

Buyers

Provider

Sub suppliers

Sellers

Vertical IntegratedValue Network

Upstream

Downstream

Cross sell

Scale up

Scale out

Horizontally Integrated Value Network

HorizontalValue Chain

VerticalValue Chain

Multi-sidedPlatform

ValueNetworkEcosystem

2nd order 2nd ordernth order nth order

Two-sidedPlatform

Towards building Digital Workspaces


Building Digital Workspaces

Customer Touch Point Journey Digital Enterprise – Digital workspaces


Classical View STC View

Building Digital WorkspacesDigital Signage

Smart PoSPayments



illustrative


The Open GroupOpen Platform 3.0 Archimate Notation

Building Digital Workspaces

Digital SignageSmart PoSPayments



Objects

Rooms, Facilities

People, Businesses

illustrative


Towards Digital Enterprise – Future of Roadmaps of Adoption

Digital Ecosystems

Customerand UserResourceExperience

Process Choreographyand ServiceExperience

FunctionalIntegrationExperience

Technology MediationCluster

ExperienceMediationCluster

BusinessMediationCluster

Digital Technologies

Digital Architecture

Process clusters

Technology clusters

User & Data Experience Clusters

Modularity, scalability, generativity


The Greenhouse Project


The greenhouse is surrounded by an experimental green roof maintained by the 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…

AirTemperatureHumidityHydroponicsHeatEmissions….

Visitors

Throughput

Conceptualizationillustration

http://www.luomus.fi/english/botany/research/greenroofs/

https://wiki.helsinki.fi/display/Exactum5D/Home

Building Digital Workspace Program Plan

Digital Workspace

ManagementNetworking and Communications

DigitalSensor & Device

Management

Services and Applications Data Support

Human Interactions

EcosystemDrivers

Interoperability& Portability

Trials and Demos

Cross-Work stream

Activities

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/


EXAMPLE

http://www.internetofthings.fi/

Evolution of Physical to Virtual Retail Finance


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 feedbackX 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 mealX Faster delivery of mealX no waiting for bill requestX faster service feedbackX no waste in meal preparationfor Restaurant (make what is needed)X faster second time orderingfrom remembering preferencesX 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

Contextual Case Study ExamplesCity Region Local Enterprise Partnerships LEPs (UK)( Liverpool, Manchester, Southampton, Leeds, London…)

Geo-context servicesVarious Start-ups & Currentplayers

Many Mobile apps to provide Location basedContextual services.

FourSquare for SMEs example06/10/2014 Mark Skilton copyright 2014 44

Monetization in the Old Economy and the New Digital Economy

OperationalMonetizationStrategies

Operating demand and supply, bundlingcapabilities

Market channel,business processand supply chaincapabilities

Capital funding,contract, IPmethodscapabilities

Ts & CsMonetizationStrategies

GrowthMonetizationStrategies

CommunityMonetizationStrategies

ChannelMonetizationStrategies

Industry StandardizationMonetizationStrategies

Community identity, feedbackConnectionscapabilities

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


Basic ecosystem

Current societalsystems and Interactions

Evolving systemsand ecosystem domains

System of Systems connected spaces

Super informationInfo hubs

Outside-InInside-out

Spatial-temporalDomains

1st Technology era

2nd Technology era

3rd Technology era

4th Technology eraAugmented/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-cyberneticVirtual –life existencesTemporaneous artificial existence

2050

2015

Near and future trajectories


Conclusions - examplesEmbedded 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)


Conclusions - examplesDigital 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 HHonorsTM members, 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)


Thank you

New Book 2015


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

http://www.opengroup.org/

http://www.opengroup.org/subjectareas/platform3.0

http://hubofallthings.com/

https://www.youtube.com/watch?v=rf6liT9JHw8

Build the digital enterprise mark skilton copyright 2014 v1

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Transcript of Build the digital enterprise mark skilton copyright 2014 v1