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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
Practice: Guideline fordesigning Enterprise Mashupplatforms
Identification of three businessmodel types (Discovery, broker,marketplace)
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 2
Prob
lem
Sta
tem
ent
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
Agenda
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 3
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”
“
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 4
Adoption ofCorporate Technology
Prod
uctiv
ity
Time
Automating Transactions Enabling collaborationand participation
EnterpriseMashups
20091990s
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?
What generic business model types exist?
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 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
Agenda
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 6
Research ApproachDesign Science applied
Research Methods
Preliminary study on the practical need
Obj
ectiv
es o
fth
e So
lutio
nAr
tefa
ctD
esig
nAr
tefa
ctD
emon
stra
tion
LiteratureAnalysis
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.
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 7
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
Agenda
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 8
Enterprise MashupsEnterprise Mashup Stack and User Roles*
User Roles
Ente
rpris
e M
ashu
p St
ack
Compostion of Widgets(Wiring) to enterprise-classapplications
Mas
hup End users run Mashups
Consume MashupPersonalize Mashup (e.g., changebackground color)
Key users create MashupsAdd pre-build widgets (from thecatalogue)Connecting widgets by wiring theirin-/out- ports
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).
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 9
Enterprise MashupsInteraction Agent Model*
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
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 10
* 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
Business ModelsBusiness Model Hierarchry*
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 11
* 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
Business ModelsBusiness Model Hierarchry*
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 12
* 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
Agenda
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 13
Interaction Phase ModelOverview
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 14
CharacteristicsOrganization similar to communitiesand electronic marketsPermament loops between theconverging design and runtimephasesReal data sources
Interaction Phase ModelKnowledge and Intentions Phase
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 15
Interaction Phase ModelContract (Design) and Settlement Phase
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 16
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
Agenda
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 17
DemonstrationMulti-Case Studies
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 18
Feature of thespecific Product
Feature of thespecific Medium
PotentialCustomerValue Chain
Societal Environment
Financial Flow
Flow of Goods & ServicesInteraction Phase
Case 1: StrikeIron
Feature of thespecific Product
Feature of thespecific Medium
PotentialCustomerValue Chain
Societal Environment
Financial Flow
Flow of Goods & ServicesInteraction Phase
Case 2: Seekda
Feature of thespecific Product
Feature of thespecific Medium
PotentialCustomerValue Chain
Societal Environment
Financial Flow
Flow of Goods & ServicesInteraction Phase
Case 3: Programableweb.com
Feature of thespecific Product
Feature of thespecific Medium
PotentialCustomerValue Chain
Societal Environment
Financial Flow
Flow of Goods & ServicesInteraction Phase
Case 4: iGoogle Gadgets
Feature of thespecific Product
Feature of thespecific Medium
PotentialCustomerValue Chain
Societal Environment
Financial Flow
Flow of Goods & ServicesInteraction Phase
Case 5: IBM Mashup Center
Multi-Case (embedded) StudiesUnit of Analysis: Feature of the specific Product (Interaction Phase Model)
DemonstrationMulti-Case Studies (Context)
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 19
Intermediary StrikeIron Seekda ProgrammableWeb.com
iGoogleGadgets
IBM MashupCenter
General Information
Owner StrikeIron University ofInnsbruck
John Musser Google IBM, GreenhouseProject
Supported mashablecomponents
Resources Resources (WebServices)
Resources (WebServices, REST,etc.)
Widgets Resources, Widgets,Mashups
# components (Mashups,Widgets, Resources)
40 Resources 27813 Resources 1171 Resources3731 Mashups
> 50.000 Widgets 475 Resources,47 Widgets107 Mashups
Active 2002 – today 2006 – today 2005 – today 2006 – today 2008 – today
Description Traditionalintermediary (heavyweight WebServices)
Web crawler, EUreserach project
Mashup intermediary Consumer-orientedMashup platform
CommercialEnterprise Mashupplatform
DemonstrationMulti-Case Studies (Knowledge and Intentions Phase)
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 20
Intermediary StrikeIron Seekda ProgrammableWeb.com
iGoogleGadgets
IBM MashupCenter
Knowledge Phase
Component description Name, description,features, benefits,price conditions
Name, provider, userratings, tags,availability
Name, provider,tags, ratings, dataadded, licensing
Name, provider,widget preview,popularity, rating
Name, provider,popularity, version,rating
Aggregation of collegectedinformation aboutcompponent‘s quality
Monitoring ofperformance anduptime
Extensive analysis ofthe availability (i.e.,response time)
- - Popularity
Browsing/ discovery of thecatalogue
Free text search, sortby categories
Free text search,most used, recentlyfound services,providers by country,tag cloud
Free text search, sortby categories,newest, mostpopular, APIscorecard, Mashupmatrix, tag clould
Free text search, sortby categories,hottest, most users,newest
Free text search sort,by categories, topratings, mostpopular, tag cloud
Certification - - - - -
Intentions Phase
Components Annotations - Tagging, ratting,reviewing
Tagging, rating,reviewing
Tagging, rating,reviewing, sharing(Google contacts)
Tagging, rating,reviewing
Publication of Mashupcomponents
- Online form to addresources (URL) forthe crawling engine
Online form and APIto add a resource orMashup
Adding of newwidgets/ feeds (URL)
Provider is able tospecify thepermission of acomponent
Promotion of components - - - - -
Please find the details in the paper.
DemonstrationMulti-Case Studies (Contract and Settlement Phase)
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 21
Intermediary StrikeIron Seekda ProgrammableWeb.com
iGoogleGadgets
IBM MashupCenter
Contract (Design) Phase
Design and creation of anindividual workingenvironment/ application
Sample applicationallows tesing of acomponent
A Web Servicesinvoker allows to testa Web Service,; areal designenvironment doesnot exist
- Individual Mashupwith several themesand so-called Googlegadgets (widgets)can be added to theenvironment
It allows to create anindividual Mashup byadding widgets fromthe catalogue.
Composition of mashablecomponents
- - - - Widgets can bewired, resources canbe piped with eachothers.
Composition matching - - - - -
Settlement Phase
Monitoring the consumption ofmashable components andconsumer behavior
- Long term databasemonitors theavailability of theWeb Services.
The popularity ofAPIs is documentedindirectly.
Popularity based onthe consumerconsumption isdocumented
Popularity based onthe consumerconsumption isdocumented.
Billing usage of mashablecomponents
Commercialagreements andsales conditions
- - - -
Management of the payment Online subscriptionwith credit cardpayment
- - - -
DemonstrationGeneric Business Model Types
Business Model Concept
Directory
Con
cept
ualL
evel
Con
cept
ualL
evel
Real world intermediaries
Modelled instances
Taxonomy of business modeltypes
DefinitionWhat is a business model?
FrameworkWhat features are supported byan Mashup intermediary?
11
22
33
Broker Marketplace
Inst
ance
Leve
lIn
stan
ceLe
vel
ProgrammableWeb.Com Seekda
Instances (view of anMashup intermediary)
Business Model Types
Business ModelProgrammableWeb Seekda
Interaction Phase Model
StrikeIron
StrikeIron
IBMMashup Center
IBM Mashup Center
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 22
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
Agenda
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 23
Conclusion and Outlook
Interaction Phase Model for classifying Business Model Types forEnterprise Mashup Intermediaries
Three generic Business Model Types (Directory, Broker, Marketplace)
Contribution to the Knowledge Base according to the three cycles of designscience research as proposed by Hevner
Scientific: Interaction Phase Model as an artefactPractice: Guideline for designing Enterprise Mashups environments(Platform as a Service, PaaS)
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 24
Future WorkEnterprise Mashup Platform as a Marketplace
Business Model Concept
Directory
Con
cept
ualL
evel
Con
cept
ualL
evel
Real world intermediaries
Modelled instances
Taxonomy of business modeltypes
DefinitionWhat is a business model?
FrameworkWhat features are supported byan Mashup intermediary?
11
22
33
Broker Marketplace
Inst
ance
Leve
lIn
stan
ceLe
vel
ProgrammableWeb.Com Seekda
Instances (view of anMashup intermediary)
Business Model Types
Business ModelProgrammableWeb Seekda
Interaction Phase Model
RoofTop
RoofTop
IBMMashup Center
IBM Mashup Center
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 25
Future WorkSAP Research RoofTop Marketplace Prototype
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 26
KnowledgeIntentions
Contract (Design)
Settlement
© SAP 2008 /Enterprise Mashups: Design Principles towards the Long Tail of User Needs / Page 27
Thank you!
Volker.Hoyer@sap.com, Katarina.Stanoevska@unisg.ch
Contact
Volker Hoyer=mcminstitute, University of St. Gallen andSAP Research Center St. GallenBlumenbergplatz 99000 St. GallenSwitzerland
http://www.mcm.unisg.ch, http://www.sap.com/research
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