INNOVATIONSVÆRKTØJER I IOT ØKOSYSTEMER CENTRE FOR...
Transcript of INNOVATIONSVÆRKTØJER I IOT ØKOSYSTEMER CENTRE FOR...
7. september 2018TORBEN CÆSAR BISGAARD BJERRUMPhD-FELLOW, MsC. ENG.
INNOVATIONSVÆRKTØJER IIOT ØKOSYSTEMER
CENTRE FOR BUSINESS DEVELOPMENTAARHUS BSS, INSTITUT FOR FORRETNINGSUDVIKLING OG TEKNOLOGI
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TORBEN BJERRUM
Forskningsområde
Data -brug og -indvirkning påforretningsmodeller og organisation
Projekter:
DABAI
Little big data
COWI VR
Email: [email protected]
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CENTRE FOR BUSINESS DEVELOPMENT
Digital Business Development
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The vision of the Centre for
Digital Business Development
is to promote interdisciplinary
international research on applying
cutting edge digital
technologies in connection with
business development in an
agile and sustainable way.
Digital Business Development = DBD
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Internet of Things
Machine Learning
Platforms
Mobile
Cloud
Blockchain
VR/ARBusiness strategy Leadership
Strategic Agility
Collaborations
Innovation Management
Technology ManagementDevOps
Development
Data ProtectionSustainablebusiness
Sharing Economy
DIGITAL BUSINESS DEVELOPMENT
Process development
Open Source
Business Model Innovation
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HVEM ER VI?
• Annabeth Aagaard – Centre director
• Mirko Presser – Centre director deputy
• Michail Beliatis – Post.doc
• Troels Andersen – PhD student
• Torben Bjerrum – PhD student
• Anita Krogsøe Skou – Research assistant
• Tom Collins, Research assistant
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REKLAME
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INTERNET OFTHINGS WEEK
Aarhus, 2019week 25: June 17th – 21st
Aarhus, 2019week 25: June 17th – 21st
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IOT Generelt
IOT- Forretningsmodeller
Forretningsmodeller & Forskning
Forretningsmodel Innovation (BMI)
Introduktion: BMI TOOL FOR IOT-ECOSYSTEMS
AGENDA
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DEFINITIONER
Lee, S., Choi, M., & Kim, S. (2017). How and what to study about IoT: Research trends and future directions from the perspective of social science. Telecommunications Policy, 41(10), 1056-1067
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”All devices and objects whose state can be read or altered via the Internet, with or without the active involvement of individuals using the devices”.
- OECD
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https://weputachipinit.tumblr.com
Why Today?
Mobile revolution
Internet APIs
Cost of components and services
Programming
Communities
Availability of
Technology
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IoT will turn the
world into data. - Kevin Ashton
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IOT
IOT- Forretningsmodeller (applikation)
Forretningsmodeller & Forskning
Forretningsmodel Innovation (BMI)
Introduktion: BMI TOOL FOR IOT-ECOSYSTEMS
AGENDA
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Porter, M., & Heppelmann, J. (Nov 2014). How Smart, Connected Products Are Transforming Competition. Harvard Business Review, s. 1-23.
securitysurveillancetracking
(…)
insight &adjustment
(…)
optimisation
(…)
(…)
network coordination
Co
mp
lexi
ty
Network Effect Potential
few
dev
ices
ma
nyd
evic
es
limitedcoordination
networkcoordination
tracking
insight &adjustment
optimisation
network coordination &
optimisation
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IOT BUSINESS MODEL MATURITY
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Smart Product
Adding a digital feature to a product
OptimisedBusiness
Optimising a resource by X%
Transformative Business Model
Creating a new business model
Interconnection Effect
Big Data and Smart City
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Sectors:
• alarm/vagt sikkerhedstjenester
• detailhandel
• forsyning og energi
• fødevarer,
• service-IT
• sundhed/velfærd
• transport
• logistik
http://irisgroup.dk/forbundne-muligheder-analyse-af-danske-virksomheder-brug-af-internet-of-things/
http://irisgroup.dk/forbundne-muligheder-analyse-af-danske-virksomheder-brug-af-internet-of-things/
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IOT FORRETNINGS MULIGHEDER I DANMARK
➢ Udvalgte sektorer (35%)
➢ 42% bruger IoT teknologi
➢ Mest brugt til interne processer og optimering af produkter og service
➢ Flertallet (58%) har ikke brugt IoT
➢ Meget få bruger det til forretningsmodels innovation
http://irisgroup.dk/forbundne-muligheder-analyse-af-danske-virksomheder-brug-af-internet-of-things/
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IOT BARRIERER
Teknologi modenhed og mangel på klar standardisering.
Pris for forbindelsestjenester.
Manglende it-sikkerhed og usikkerhed om brug af personlige eller private data.
Ledelsen ser ikke forretningsmulighederne
http://irisgroup.dk/forbundne-muligheder-analyse-af-danske-virksomheder-brug-af-internet-of-things/
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VALUE/UTILITY
BUSINESS MODEL
BUSINESS STRATEGY
TECHNOLOGY
The business model creates value not technology or a product itself
CREATES
DEFINES
ENABLES
X
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IOT
IOT- Forretningsmodeller (applikation)
Forretningsmodeller & Forskning
Forretningsmodel Innovation (BMI)
Introduktion: BMI TOOL FOR IOT-ECOSYSTEMS
AGENDA
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FORRETNINGSMODELLER
“Get the business model wrong,and there is almost no chance ofsuccess...”
Prof. David TeeceUniversity of California, Berkley
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HVORFOR ER FORRETNINGSMODELLER VIGTIGE?FORSKNING VISER AT:
DIT PRODUKT/SERVICE FEJLER HVIS IKKE DEN ER KNYTTET TIL DEN RIGTIGE FORRETNINGSMODEL(MP3 / KODAK)
DIN FORRETNINGSMODEL HAR ET BEGRÆNSET LEVETID OG SKAL UDVIKLES FOR AT OPRETHOLDE RELEVANS. (BLOCKBUSTER)
DEN RIGTIGE FORRETNINGSMODEL KAN BLIVE EN STRATEGISK FORDEL DER HJÆLPER DIG MED AT KONKURRERE. (HILTI, PRO7)
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FORRETNINGMODELLER HVOR?
INNOVATION
• Design test and build new BM
• As a template for your idea
• Understanding customers
STRATEGY
• Strategic Planning for BizUnits
• As a indicator (Dashboard)
• Understanding Competition
• Portfolio of BM (improve or Invent)
ALIGNMENT
• CEO/Executive (for on-boarding)
• Strategy (diffusion & Co-creation)
• Shared language across functions
INVESTING
• Merger & Acquisition (BM1+BM2=FIT)
• Investment decisions (improve or Invent)
• Exit Strategies (IPO’s, acquisitions)
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EN DEFINITION?
The business model is a company’s answer to the question of how tomake money in its chosen business. It describes, “…as a system, how the pieces of a business fit together” (Magretta, J. (2002). "Why Business Models Matter." Harvard Business Review 80(5) May: 86-92.)
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ST GALLEN
• 55 ARKETYPER
• 95 % af nu forretningsmodeller• er nye kombinationer af de 55 arketyper
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ST GALLEN
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MIN DEFINITION?
A conceptual model that provides answer to four questions
1. Who is your target customer2. What do you offer to the customer3. How do you create the value proposition4. How do you generate revenue
➢ Value Proposition➢ Create Value➢ Deliver Value➢ Capture Value
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DET STORE BILLEDE
STRATEGY
PROCESS/TECHNOLOGY
Business Model (innovation)
Level of abstraktion (Higher)
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ABSTRAKTIONSNIVEAUMARGARETTA 2002
ST GALLEN
OSTERWALDER
Ex DDBM/IoT
A textual, graphical, and/or formal representation of the BM concepts and how they are linked
Understanding BM as a set of activities
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THE FIT IN LITERATURE: THE BIG PICTURE 2/2Narrative:Magretta (2002),
Role models (Baden-Fuller and Morgan, 2010) & St. Ga.
(Osterwalder and Pigneur, 2002)+ Sectors, Consultentcy, UNIVERSITIES literally 100’s ++ .
Casadesus-Masanell and Ricart (2010) have builton system dynamics (Sterman, 2000).BMs based on choices and consequences, (flexiblevs. rigid importent in BM reconfig/BMI)
Level of abstraction
Narratives
Archetypes
Ontologies+special frameworks
Meta-Models
Activity-systems Zott and Amit (2010) This perspective relies on an understanding of the BM as a system of interdependentactivities (Design Themes/Elements)
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IOT
IOT- Forretningsmodeller (applikation)
Forretningsmodeller & Forskning
Forretningsmodels Innovation (BMI)
Introduktion: BMI TOOL FOR IOT-ECOSYSTEMS
AGENDA
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HVORNÅR LAVER VI FORRETNINGSMODEL INNOVATION?
watch and listen to this!
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HVORNÅR??
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HVORFOR ER DET SVÆRT??
‘The difficulty lies not in the new ideas, but in escaping from the old ones.’
John Maynard Keynes
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FANTASTISK IDE-GENERATOR
KRITIK:
SVÆR AT BRUGE I EN TEKNISK-SETTING
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IOT
IOT- Forretningsmodeller (applikation)
Forretningsmodeller & Forskning
Forretningsmodel Innovation (BMI)
Introduktion: BMI TOOL FOR IOT-ECOSYSTEMS
AGENDA
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STEP 1
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Mansour, H. Presser, M. and Bjerrum, T. (2018) Comparison of seven Business Model Innovation Tools for IoT ecosystem. IEEE WF on IoT Singapore.
KONKLUSION
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STEP 2
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Key Partners
Key Activities
Key Resources
Cost Structure
Revenue Stream
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SUSTAINABLE ??
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STUDERENDE FRA AARHUS BSS I HERNING VINDER ÅRETS INNOVATIONSPRIS
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