SYSTEMATIC THOUGHT LEADERSHIP FOR INNOVATIVE BUSINESS Generic Business Model Types for Enterprise Mashup Intermediaries Volker Hoyer 1 2 and Katarina Stanoevska-Slabeva 2 1 SAP Research Center St. Gallen, Switzerland 2 University of St. Gallen, =mcminstitute, Switzerland
27
Embed
Generic Business Model Types for Enterprise Mashup ... · SYSTEMATIC THOUGHT LEADERSHIP FOR INNOVATIVE BUSINESS Generic Business Model Types for Enterprise Mashup Intermediaries Volker
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
SYSTEMATIC THOUGHT LEADERSHIP FOR INNOVATIVE BUSINESS
Generic Business ModelTypes for Enterprise MashupIntermediaries
Volker Hoyer1 2 and Katarina Stanoevska-Slabeva2
1 SAP Research Center St. Gallen, Switzerland2 University of St. Gallen, =mcminstitute, Switzerland
Design: Interaction Phase Model
Organization similar tocommunities and electronicmarkets.
Scientific: Interaction PhaseModel as an artefact
Contribution to Knowledge Base
Generice Business Model TypesExecutive Summary
Interaction Phase Model forEnterprise Mashup Environments
Current discussion in the scientificcommunity is limited ontechnical aspects
Business models for these newkinds of grassroots platformsB
usin
ess
Nee
dsB
usin
ess
Nee
ds Current discussion in the scientificcommunity is limited ontechnical aspects
Business models for these newkinds of grassroots platformsB
usin
ess
Nee
ds
Growing numbers of companyinternal and external Web-basedresources based on openstandardsNew upcoming tools to create ad-hoc enterprise-classapplications without anyprogramming skillsTe
chno
logy
Tre
nds Growing numbers of company
internal and external Web-basedresources based on openstandardsNew upcoming tools to create ad-hoc enterprise-classapplications without anyprogramming skillsTe
chno
logy
Tre
nds
1. Motivation and Problem Scope2. Research Approach: Design Science applied3. Related Work and Objectives of the Solution4. Design: Interaction Phase Model for Enterprise Mashup Intermediaries5. Demonstration: Multi-Case Studies6. Conclusion and Outlook
Motivation“Yes, we can!“ - From Automation to Peer Production
An Enterprise Mashup is a Web-based resource that combines existing resources,be it content, data or application functionality, from more than one resource byempowering the actual end users to create individual information centric andsituational applications”
Adoption of ERP, CRM, SCMUser assigned by managementUsers must comply with rulesOften complex technolgyinvestment
Adoption of Web 2.0 toolsUser groups can form unexpectedlyUser engage in high degree ofparticipationTechnology investment often alighweight overly to existinginfrastructure
MotivationResearch Question
Which features have to be provided by Enterprise Mashup Intermediariesin order to match supply and demand?
1. Motivation and Problem Scope2. Research Approach: Design Science applied3. Related Work and Objectives of the Solution4. Design: Interaction Phase Model for Enterprise Mashup Intermediaries5. Demonstration: Multi-Case Studies6. Conclusion and Outlook
Literature AnalysisReference Modeling(Electronic Markets)
Multi-case (embedded)Studies
Iden
tific
atio
nof
the
Prob
lem
Interaction Phase Model for Enterprise Mashup Intermediaries(Knowledge, Intentions, Contract/Design, Settlement)
Application of Interaction Phase(StrikeIron, Seekda, ProgrammableWeb.com, iGoogle, IBM Mashup Center)
Enterprise Mashups LiteratureAnalysis
Interaction Model Business Model
Generic Business Model Types (Directory, Broker, Marketplace)
Analysis of
* Peffers, K., Tuunanen, T., Rothenberger, M., Chatterjee, S. (2008). A Design Science Research Methodology forInformation Systems Research. Journal of Management Information Systems, 24,3, 45-77.
1. Motivation and Problem Scope2. Research Approach: Design Science applied3. Related Work and Objectives of the Solution4. Design: Interaction Phase Model for Enterprise Mashup Intermediaries5. Demonstration: Multi-Case Studies6. Conclusion and Outlook
Consultants create WidgetsBinding generic User Interfaces toresourcesTransforming and aggregating data(piping)
Developers implement the servicesCreate and deploy servicesMake resources available (e.g.,RSS Feeds, SAP EnterpriseServices)
User-friendly Building BlocksProvide graphical and simpleuser interaction mechanismAbstracting from the complexityof the underlying resources
Wid
get
Core Building BlocksRespresent actual content, data orapplication functionalityEncapsulated via well-definedinterfaces (APIs)R
esou
rce
Product List
OK Cancel
* Hoyer, V., Stanoevska-Slabeva, K., Janner, T., Schroth, C. (2008). Enterprise Mashups: Design Principiles towards theLong Tail of User Needs. In Proceedings of the 2008 IEEE International Conference on Service Computing (SCC 2008).
Three Agent Roles well known from Electronic Markets and Service-OrientedArchitectures (SOA)
Provider implements and hosts a mashable component (Mashup, Widget,Resource)Intermediary mediates between providers and consumers (improving navigation,transparency and governance)Consumer is able to retrieve and compose Mashup components according to hisindividual needs
* Hoyer, V., Stanoevska-Slabeva, K.: Towards a Reference Model for Grassroots Enterprise Mashup Environments, In: Proceedings ofthe 17th European Conference on Information Systems (ECIS), Verona, Italy, 2009
* Osterwalder, A., Pigneur, Y., Tucci, C.L. (2005). Clarifying Business Models: Origins, Present, and Future of the Concept.Communications o fthe AIS, 15
Business Model Concept
Business Model Type A
Con
cept
ualL
evel
Con
cept
ualL
evel
Real world company
Modelled instances
Taxonomy of business modeltypes
DefinitionWhat is a business model?
FrameworkWhat components belong into abusiness model?
* Osterwalder, A., Pigneur, Y., Tucci, C.L. (2005). Clarifying Business Models: Origins, Present, and Future of the Concept.Communications o fthe AIS, 15
Business Model Concept
Business Model Type A
Con
cept
ualL
evel
Con
cept
ualL
evel
Real world company
Modelled instances
Taxonomy of business modeltypes
DefinitionWhat is a business model?
FrameworkWhat components belong into abusiness model?
11
22
33
Inst
ance
Leve
lIn
stan
ceLe
vel
Company A Company C
Instances (view of a company)
Business Model Types
Business ModelCompany A
Company DCompany B
Business Model Concept
Business Model Type B
Company B Company C Company D
Feature of thespecific Product
Feature of thespecific Medium
PotentialCustomerValue Chain
Societal Environment
Financial Flow
Flow of Goods & Services
MCM Business Model ConceptFeature of the
specific Product
Feature of thespecific Medium
PotentialCustomerValue Chain
Societal Environment
Financial Flow
Flow of Goods & Services
MCM Business Model Concept
Interaction Phase Model
Multi-Case Studies
Case 1 Case 2 Case 3 Case 4 Case 5
1. Motivation and Problem Scope2. Research Approach: Design Science applied3. Related Work and Objectives of the Solution4. Design: Interaction Phase Model for Enterprise Mashup Intermediaries5. Demonstration: Multi-Case Studies6. Conclusion and Outlook
CharacteristicsOrganization similar to communitiesand electronic marketsPermament loops between theconverging design and runtimephasesReal data sources
Interaction Phase ModelKnowledge and Intentions Phase
1. Motivation and Problem Scope2. Research Approach: Design Science applied3. Related Work and Objectives of the Solution4. Design: Interaction Phase Model for Enterprise Mashup Intermediaries5. Demonstration: Multi-Case Studies6. Conclusion and Outlook
1. Motivation and Problem Scope2. Research Approach: Design Science applied3. Related Work and Objectives of the Solution4. Design: Interaction Phase Model for Enterprise Mashup Intermediaries5. Demonstration: Multi-Case Studies6. Conclusion and Outlook