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The challenge of business modellingin a new innovation era
TII Annual Conference:Innovation 3.0: Challenges, Needs and Skills for the new innovation eraDüsseldorf, 28 to 30 April 2010
Markus Schroll & Joachim Hafkesbrink
R&D Project AchtInnoContract number 01FH09003 funded by:
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Innovation 4.0 ?
Web 4.0Cross-linking
intelligent applications
Ubiquitous Outernet
Web 3.0Cross-linking knowledge
Semantic enterprise
Web 2.0Cross-linking
users
Anthropocentric communities
Web 1.0Cross-linking information
Corporate Individualism
The Emergence of Innovation 3.0
social inclusion and participation
kn
ow
led
ge i
nclu
sio
n a
nd
tech
nolo
gic
al
en
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t
Embedded Innovation
Open Innovation
Closed Innovation Organi-zational Change
Decentral Social
Communities
Knowledge Embedding
Open Collaborative Learning
Semantic Knowledge
Management
Intelligent Semantic Agents
NDAIPR
Semantic Knowledge Networks
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Market for Hardware
(end-user devices etc.)
Market for Transmission
Carriers
Market for Content
Packaging &Applications
Market for Contents
Convergence of Markets
Market for ...
Market Demand
Innovation System of the Digital Economy
Competition regulation
Institutional Framework(Governance)
Digital Signature Act
Media Law
StandardsPatent-laws
eCommerce-Law
Demographic Change
Globalisation
Internationalisation
Multi-agent system of Innovation
Actors
Telecommunication
Media-Technologies
IT-/Electronics
Basic services
Value-Services
Distri-bution
Add. Services
Content Generation
Pack-aging
Distri-bution
Enduser Devices
PartsSoftware Platforms
Distri-bution
Add. Services
Semantic Techn.
... ... ... ...
Technology Knowledge Sources
Technology Transfer Melting
Kernel
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Outer Knowledge
Space
Organizatio-nal Kernel
Inner Knowledge
SpaceConventional organizational boundary
Gra
vita
tion
al
Embe
ddin
g Fo
rce
Pro-sumers
Community of Affinity
Feed-backs
Ex-perts
Community of Practice
Community learning
cycle
Innova-tors
Community of Interest
Cross-Innovation: ideas from outside the
city wall
Researchers
Scientific Community
Technology Transfer
Multi-Agent-System – Embedding into Communities -
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The Business Model Canvas Value
Propositions
Channels
Customer Relationships
Customer Segments
Revenue StreamsCost Structure
Key Partners
For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
What are the most important costs inherent in our business model? Which Key Resources are most
expensive? Which Key Activities are most expensive?
Who are our Key Partners? Who are our key suppliers? Which Key Resources are we
acquiring from partners? Which Key Activities do
Partners perform?
Key Activities
What Key Activities do our Value Propositions
require? Our Distribution
Channels? Customer Relationships? Revenue
Streams?
Key Resources
What Key Resources do our Value Propositions
require? Our Distribution
Channels? Customer Relationships?
Revenue Streams?
What value do we deliver to the customer? Which one of our customer´s
problems are we helping to solve? Which customer needs are we satisfying? What bundles of products
and services are we offering to each Customer
Segment?
Through which Channels do our Customer
Segments want to be reached? How are we
reaching them now? How are our Channels
integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating
them with customer routines?
What type of relationship does each of our
Customer Segments expect us to establish
and maintain with them? Which ones have we
established? How costly are they? How are they integrated with the rest of our business model? For whom are we
creating value? Who are our most important
customers?
Source: Osterwalder/Pigneur (2009): Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers
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Type of firm Value Proposition Links to Knowledge Communities in the Context of Business Model Innovation CoA CoP CoI CoS
Publishing house (books and job printing)
Community Platform for book recommendations
User Generated Content – UGC (book recommendations)
Professional Generated Content - PGC (book recommendations)
ECommerce platform for other publishers (co-opetition)
Recommendation engine based on Semantic Technologies
IT-Services
Provision of data security and filter systems for youth endangering contents
Blacklistings based on UGC
Blacklistings based on UGC
Professional Associations against youth endangering contents support
Textrecognition and comprehension based on mathematical algorithms
Documentary Film Production
Edutainment 3.0 platform to deliver HD educational content
UGC PGC from teachers and further education institutions
Associations of further education support
Semi-automated annotation of videos
Publishing house (periodicals)
Interactive Guide from pregnancy to young families
UGC from fora and blogs
PGC - Medical advice Medical associations support
Trendmonitoring based on IT-supported Social Networking Analyses
Full Service Internet Agency
Visualization of Hyperlocal Information
End-users of web 3-D and LBS services
Web 3-D repositories for virtual worlds based on Open Source
Cooperation with eLearning and serious games providers
Fame Mirror Concepts to intrinsically motivate participants
Internet Platform Service Provider
The Best Doctor for your health problem
UGC – evaluations from patients
Semantically enhanced Ontology based on Open Source
Medical associations support
Semantic Technologies for search and annotation
Publishing house (newspaper)
Regional IPTV to complement printed content
UGC – regional and local content (non-professional journalism)
PGC – professional produced regional and local content
Co-opetition with other publishers in the region
Semantic technologies for context-related ads-targeting
Webanalytics Interactive online engine to ensure Compliance with data laws
End-user comments as source of compliance information
PGC (interactive guide for compliance management)
Professional association of the Digital Economy
---
Publishing house (books)
Location Based Services for tourists on mobile devices
UGC of tourists to enhance authentic information
PGC of professional writers
B2B ad-partners for implementing the business model
Fame Mirror Concepts to intrinsically motivate participants
Full Service Internet Agency
Interactive mobile Guide with location based events & gaming services
UGC – evaluations of events, restaurants, etc.
Tourist information based on professional writings, special technology solution providers
B2B Cooperation with ad-partners, local trade-, tourism & event marketing organizations
---
Learning Management system provider
Web 2.0 based learning and competences monitoring
UGC from learners PGC from training experts
Professional association of further education institutions
Competences ontology
CMS provider
Mobile CMS system to deliver content effectively to mobile devices
UGC from mobile device users (usability feedbacks)
link to mobile CMS based on Open Source
Professional association of the Digital Economy
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Business Model Cases in the Digital Economy
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Business Modeling: new challenges at the customer side
B2B
Pro-sumers
Communities of Affinity
B2C
C2C
Customer Segments
For whom are we creating value? Who
are our most important customers?
Value Propositions
What value do we deliver to the customer? Which one of our customer´s
problems are we helping to solve? Which customer needs are we satisfying? What bundles of products
and services are we offering to each Customer
Segment?
Customer Relationships
What type of relationship does each of our
Customer Segments expect us to establish
and maintain with them?
Revenue Streams
For what value are our customers really willing to pay? For what do they currently pay?
How can we combine our products / services with user
generated value?
Does user generated value support our value
proposition?
Do we understand the relationships between our
customers?
How should we support conversation in the market and between customers?
Do we need to address prosumers different from
consumers?
Who is creating value for our business model?
What are the dynamics of value creation in our
customers community?
Is it possible to exploit user generated value commercially?
The practice: LocalMobile.NRW1
• no marketable products/services without
UGC
• B2B customers (restaurants, shops, cultural
institutions etc.) and consumers have to
deliver content and have to pay for the
products/services
• initiating of a premium user community
• setting up of a decisive incentive system
• clear IPR regulations
• cross lateral exploitation (e.g. combine
revenue streams from pay per transaction
and adverts)
1 LocalMobile.NRW is a mobile application for local
personalized and context-sensitive content.
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Business Modeling: new challenges at the producing side Value
Propositions
What value do we deliver to the customer? Which one of our customer´s
problems are we helping to solve? Which customer needs are we satisfying? What bundles of products
and services are we offering to each Customer
Segment?
Cost StructureWhat are the most important costs inherent in our
business model?
Key Activities
What Key Activities do our Value Propositions
require?
Key Resources
What Key Resources do our Value Propositions
require?
Key Partners
Who are our Key Partners? Who are our
key suppliers?
Innova-tors
Community of Interest
Ex-perts
Community of Practice
Researchers
Scientific Community
What are the cost impacts of Community involvement intoour business model?
How can we combine our products / services with user generated value?
Can we provide added value with complementary
services our partners or communities?
What key activities are required to sustain our
communities of knowledge?
How can we ensure mutual learning within
communities and
knowledge transfer to our business model?
What key ressources and organizational antecedents are
required to embed successfully in our
communities?
The practice: LocalMobile.NRW1
• pro-active community engineering
• setting up of a decisive incentive system
• setting up of learning arenas
• trendscouting in the communities
• development and managing of
organizational readiness, collaborative
capabilities, absorptive capacities
• integrating new enabling technologies
• collaborative design and development
• transaction costs of community
engineering
1 LocalMobile.NRW is a mobile application for local
personalized and context-sensitive content.
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A new important player: ProsumersKey Partners
Who are our Key Partners? Who are our key suppliers? Which Key Resources are we
acquiring from partners? Which Key Activities do
Partners perform?
Customer Segments
For whom are we creating value? Who are
our most important customers?
Pro-
sumers
Communities of Affinity
Are selected prosumers expected to evolve being key suppliers?
e.g. business travellers, mobile nerds
How do we need to support key-prosumer’s interaction with our business model architecture?
e.g. setting up of common communication/learning arenas
How do we mash-up contributions from key-prosumers within our business model?
e.g. clear IPR regulations and incentives(establishing of win-win situations)
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Communities and the innovation processKey Resources
What Key Resources do our Value Propositions
require? Our Distribution
Channels? Customer Relationships?
Revenue Streams?
Pro-sumers
Co-ideation Co-design Co-development Co-production
Ex-perts
Innova-tors
Researchers
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Innovation 3.0 – what does this mean?More than a new buzzword!
• synchronization of organizational structures, processes and cultures of the firm with
• open collaborative learning processes in surrounding communities, networks and stakeholder groups
Integrating the firm into communities to ensure knowledge absorption and to exploit this knowledge for commercial ends.
Business modelling for innovation 3.0?A never ending story!
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Thank you for your interest.
Contact:
Markus [email protected]
Dr. Joachim [email protected]
Bürgerstr. 1547057 DuisburgGermany
Tel. +49-203-393764-0
www.innowise.eu