Markets & Industries with Digital Processes Technology changes Economy & Society with Digital Business Models Digitization Digital Transformation Digitalization Digital Disruption
Business Models Digital Business Processes Offshore- Development & Operation Business Process Reengineering Radical Innovation Incremental Innovation Efficiency Optimization & Cost Reduction New Value Creation Digitization | Digitalization | Digital Transformation Digital Ecosystems
people, digital systems, relationships) Independent participants Collaborating to generate mutual benefit Collaboration based on ecosystem service, offered by ecosystem initiator, provided through digital platform Participants
in digital ecosystem Realize ecosystem service and manifest ecosystem rules Partners directly use the digital platform Additional supporting features (e.g. payment, trusteeship, security, management of legal relationships, standardization, rating, …) Digital Platform
/ Business Logic Technology / Infrastructure Hardware Software Operated by Developer or Customer Externally Operated / as-a-Service Hardware Platform IaaS Platform Operating System Platform Runtime Environment Platform Runtime Environment Platform with Business Logic PaaS Platform PaaS Platform with Business Logic Marketplace Platform On-Demand Service Platform Communication / Interaction Platform Data Harvesting Platform Content Crowdsourcing Platform Content Distribution Platform Platform Economy Platform “Use the platform to build and run software on top” “Use the platform to consume its service and participate in the ecosystem”
Business Logic Technology / Infrastructure Hardware Software Operated by Developer or Customer Externally Operated / as-a-Service Hardware Platform IaaS Platform Operating System Platform Runtime Environment Platform Runtime Environment Platform with Business Logic PaaS Platform PaaS Platform with Business Logic Marketplace Platform On-Demand Service Platform Communication / Interaction Platform Data Harvesting Platform Content Crowdsourcing Platform Content Distribution Platform Platform Economy Platform “Use the platform to build and run software on top” “Use the platform to consume its service and participate in the ecosystem” Software Ecosystem Platform Application (potentially provided as SaaS) Application (potentially provided as SaaS) Technology Platform AWS IaaS, Azure IaaS Intel x64 Windows Java, .NET, Cloud Foundry AWS PaaS, Azure PaaS Salesforce Word Open Source ERP Systems Slack Eclipse, Firefox, iOS, Android AirBnB, Ebay Uber Youtube Wikipedia AdSense Waze Facebook, WhatsApp Examples
All partners of same type e.g. Tinder, WhatsApp (Rare constellation) Provider / consumer e.g. AirBnB, Uber (Most frequent constellation) More partner types e.g. Foodora, Schüttflix (Rather rare constellation)
Tier ) Material & Tool Suppliers User Mobility Workshops Roadside Assistance Diagnostics Parts Trade Ambulance Dealership Gas Stations Leasing Insurance
/ Business Logic Technology / Infrastructure Hardware Software Operated by Developer or Customer Externally Operated / as-a-Service Hardware Platform IaaS Platform Operating System Platform Runtime Environment Platform Runtime Environment Platform with Business Logic PaaS Platform PaaS Platform with Business Logic Marketplace Platform On-Demand Service Platform Communication / Interaction Platform Data Harvesting Platform Content Crowdsourcing Platform Content Distribution Platform Platform Economy Platform “Use the platform to build and run software on top” “Use the platform to consume its service and participate in the ecosystem” Manufacturing Broker IIOT Platform IIOT Platform IIOT Platform IIOT Platform I4.0 Examples No clear terms … again …
number of ecosystem participants Simplicity by harmoni- zation and great user experience Openness for many participants and easy access Huge freedom of design Possibility for disruptive repositioning Great potential for growth and high scalability Network effects and participation in business Possibility to invest in growth, UX, attractiveness Chances by Digital Ecosystems
built a platform … We just call it „ecosystem“! It is our ecosystem: it has to serve mainly us That‘s what our CDO is doing No one else will be able to initiate such an ecosystem Small innovations lead us in the future, as well We only care about ourselves We will care about the business model later … There is just no choice for our ecosystem participants The ecosystem has to deliver a RoI after 18 months We let a consultant just do this for us
End-to-End Long-term thinking Patience Data-driven business models Value networks Balanced Interests Missing overall control Crossing organizations Diversity Uncertainty No clearly prescribed ways and methods
ORGANIZATION Partner Scouting Casting & Matching Pairing & Engagement Technical Scouting Collaboration Evaluation PARTNERS Establishment Exploitation Nurturing COMMUNITY Observation Exploration Analysis Intervention COMPETITORS OTHER KNOWN PLAYERS Platform Economy Fraunhofer Digital Ecosystems Reference Model Google Apple Facebook Amazon Microsoft Samsung
or an App … Time Business Volume ~17.000 ~5.300 ~18 M ~22.000 ~75 M ~7.000 ~167 M ~12.700 ~50 M ~15.000 ~570 M #Employees #Consumers Successful ecosystems have been growing over 5 .. 20 years No quick ROI Patience over years Investment into fast growth
Models Safeguard existing Business Models Integrate Business across Domains Operationalize Ecosystems Exploit large Customer Base Exploit Data Accept Uncertainty Dare making Assumptions Estimate Cost / Revenue Acquire Funding Business Developer Chief Global Digital Business Transformer
Fight against Prejudices Travel Globally (a lot!) Know the Domains Speak the Domain’s Language Adopt new Domains quickly Corporate Communicator Chief Global Ecosystem Evangelist
Consider Software and Hardware Prepare Ecosystem UX Transport UX to Contributors Inspire Contributors Design SDK UX for Developers User Experience Designer Chief Global User Experience Designer
across Organization Integrate Existing Systems Integrate Embedded and Information Systems Know and Select Platforms and Technologies Balance Variety of Quality Attributes Design Reference Architectures Enable Other’s Ideas Provide SDKs Master Big Data System Architect Chief Global Integration Architect
Free the Team from other Tasks Identify a way to establish the new Ecosystem Business within or beside the Company Balance between current Business and Ecosystem Business Top-Level Manager Chief Global Ecosystem Enthusiast
er? https://www.informatik-aktuell.de/management-und-recht/digitalisierung/digitale-oekosysteme-welche-herausforderungen-stellt-der-aufbau-und-wie-gelingt-er.html Digitale Ökosysteme und Plattformökonomie: Was ist das und was sind die Chancen? https://www.informatik-aktuell.de/management-und-recht/digitalisierung/digitale-oekosysteme-und-plattformoekonomie.htm Dr. Marcus Trapp Dr. Matthias Naab Dr. Dominik Rost Claudia Nass Matthias Koch Bernd Rauch