Post on 25-Jul-2020
Software Engineering für betriebliche Informationssysteme (sebis)
Fakultät für Informatik
Technische Universität München
wwwmatthes.in.tum.de
Analysis and Description of Design Options for the
Establishment of a Sustainable Mobility Ecosystem
May 30th
Stefan Hefele, Master Thesis – Final Presentation
Outline
2
1. Motivation
2. Research Questions
3. Definitions & Framework
4. Analysis Results
Stefan Hefele - Master Thesis © sebis
5. Recommendations for TUM LLCM
6. Summary & Outlook
Transportation Has Reached Its Limits
© sebis Stefan Hefele - Master Thesis 3
World population
growth
Urbanization
Sources: https://i.ytimg.com/vi/1gnl5qtKqvY/maxresdefault.jpg
http://cornerstonemag.net/wp-
content/uploads/2015/06/shutterstock_151488392.jpg
http://cdn2.spiegel.de/images/image-167959-galleryV9-epem-
167959.jpg (all 20.01.2016)
An Open Service Platform for Digital Mobility
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The TUM Living Lab Connected Mobility
Stefan Hefele - Master Thesis
Sources: Technische Universität München (2016), adapted from Matthes (2015), http://content.southuniversity.edu/assets/marketing/Insite/Public-Transportation-Main--jpg.jpg, http://cdn1.abendzeitung-
muenchen.de/media.media.d357c411-4e86-48b9-ac48-620e5e052373.normalized.jpeg, http://www.codeproject.com/KB/web-image/Google_map/sampleMap.JPG,
http://infospace.ischool.syr.edu/files/2012/02/aug1.jpg, (all 20.01.2016)
Innovative
platform
services
Use cases
Evaluation of
industrial
application
Customer-
centered
approach
Living Lab Connected Mobility & Platform
Traffic Flow
Detection Car
Sharing
Bike
Sharing Parking Sensors Traffic News Floating Car
Data
Public
Transport
Long-
Distance
Transport
…
App
App
App
“Analog“ Platforms Software-Based Platforms
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“The Age of Platforms“ Platform Business Models Are Everywhere
5 Stefan Hefele - Master Thesis
Sources: Suarez/Kirtley (2012), https://upload.wikimedia.org/wikipedia/commons/thumb/5/5e/Visa_Inc._logo.svg/2000px-Visa_Inc._logo.svg.png,
https://commons.wikimedia.org/wiki/File:Riem_Arcaden_Logo.svg, http://media2.giga.de/2012/01/Android-logo.png, http://www.freelargeimages.com/wp-
content/uploads/2015/05/Facebook_Vector_Logo_Hd_02.png, http://desktopsolution.org/wp-content/uploads/2015/12/iOS-logo.png, http://www.pnglogo.com/wp-
content/uploads/2015/10/Amazon-Logo-PNG-02507.png (all 20.01.2016)
Outline
6
1. Motivation
2. Research Questions
3. Definitions & Framework
4. Analysis Results
Stefan Hefele - Master Thesis © sebis
5. Recommendations for TUM LLCM
6. Summary & Outlook
Research Questions
“Analysis and Description of Design Options for the Establishment of a
Sustainable Mobility Ecosystem”
7 Stefan Hefele - Master Thesis © sebis
Research Question 1:
How can platforms, their players and interconnections be characterized
according to existing literature?
Research Question 2:
What have been factors for the successful establishment of platform
businesses in the past?
Research Question 3:
Which design and governance options do exist to successfully establish a
mobility platform and ecosystem?
Outline
8
1. Motivation
2. Research Questions
3. Definitions & Framework
4. Analysis Results
Stefan Hefele - Master Thesis © sebis
5. Recommendations for TUM LLCM
6. Summary & Outlook
© sebis Stefan Hefele - Master Thesis 9
Product
development
Technology
strategy
Industrial
economy
Platform
Sources: Baldwin/Woodard (2009), http://www.autobild.de/bilder/vw-golf-vii-auf-mqb-plattform-2855187.html#bild2, http://www.smartchoice.pk/blog/wp-content/uploads/2015/08/credit-
card-images1.jpg#, http://praxistipps.s3.amazonaws.com/windows-xp-startet-nicht_28859987.jpg (all 20.01.2016)
Existing Definitions
Existing Definitions
© sebis Stefan Hefele - Master Thesis 10
Industrial
economy
Product
development
Technology
strategy
external
internal
Industry
platform
Supply chain
platform
Internal
platform
Internal
platform
External
platform
Baldwin/Woodard Gawer Gawer/Cusumano
2009 2014 2014 Sources: Baldwin/Woodard (2009), Gawer (2014), Gawer/Cusumano (2014)
Definition of “Platform Ecosystem“
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Platform Ecosystem
Architecture Governance
Platform
Provider
Applications
Developers
Customers
Platform Ecosystem Governance
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Framework for Analysis
Stefan Hefele - Master Thesis
Platform
Ecosystem
Governance
Platform Provider
Structure Business
Decision Rights
Partitioning Control
Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009)
Platform Ecosystem Governance
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Framework for Analysis
Stefan Hefele - Master Thesis
Platform
Ecosystem
Governance
Platform Provider
Structure Business
Decision Rights
Partitioning Control
Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009)
Platform Ecosystem Governance
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Framework for Analysis
Stefan Hefele - Master Thesis
Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009)
Platform
Ecosystem
Governance
Platform Provider
Structure Business
Decision Rights
Partitioning Control
Platform Ecosystem Governance
© sebis 15
Framework for Analysis
Stefan Hefele - Master Thesis
Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009)
Platform
Ecosystem
Governance
Platform Provider
Structure Business
Decision Rights
Partitioning Control
Platform Ecosystem Governance
© sebis 16
Framework for Analysis
Stefan Hefele - Master Thesis
Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009)
Platform
Ecosystem
Governance
Platform Provider
Structure Business
Decision Rights
Partitioning Control
Outline
17
1. Motivation
2. Research Questions
3. Definitions & Framework
4. Analysis Results
Stefan Hefele - Master Thesis © sebis
5. Recommendations for TUM LLCM
6. Summary & Outlook
© sebis Stefan Hefele - Master Thesis 18
Waze & Moovit
Platform Provider
Structure Business
Decision Rights
Partitioning Control
Start-ups Useful service
Crowdsourcing
Centralized (Platform)
Decentralized
(Applications)
Gatekeeping
Output control
Social control
No control
Some control
Extensive control
Apple iOS
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Platform Provider
Structure Business
Decision Rights
Partitioning Control
Large incumbent Innovative product
Ecosystem with strong
network effects
Centralized (Platform)
Partly centralized
(Applications)
Gatekeeping
Output control
Social control
No control
Some control
Extensive control
ITS Factory Finland
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Platform Provider
Structure Business
Decision Rights
Partitioning Control
Public-private
partnership
Open data access
Possible future
ecosystem
Centralized (Platform)
Decentralized
(Applications)
Gatekeeping
Output control
Social control
No control
Some control
Extensive control
Outline
21
1. Motivation
2. Research Questions
3. Definitions & Framework
4. Analysis Results
Stefan Hefele - Master Thesis © sebis
6. Summary & Outlook
5. Recommendations for TUM LLCM
„Powered by TUM LLCM“
© sebis Stefan Hefele - Master Thesis 22
Platform Provider
Structure Business
Decision Rights
Partitioning Control
Ensure evolvability
and flexibility of the
platform
Structure is not
decisive
Data-driven business
model
Platform on top of
mobile platforms
Standards
Collaborative
processes
Two-level access
Tight quality control
Powered by LLCM©
LLCM©
TUM LLCM App
© sebis Stefan Hefele - Master Thesis 23
Platform Provider
Structure Business
Decision Rights
Partitioning Control
Ensure evolvability
and flexibility of the
platform
Structure is not
decisive
“Your data belongs to
you” as differentiation
Own application
Standards
Collaborative
processes
Two-level access
Tight quality control
LLCM© App
LLCM©
Outline
24
1. Motivation
2. Research Questions
3. Definitions & Framework
4. Analysis Results
Stefan Hefele - Master Thesis © sebis
5. Recommendations for TUM LLCM
6. Summary & Outlook
© sebis Stefan Hefele - Master Thesis 25
Contributions
Limitations
• Low number of cases
• Only publicly accessible information analyzed
Possible Future Research
• Validation of the framework with more cases
• Quantitative evaluation
Research Summary
Platform
Ecosystem
Governance
Platform Provider
Structure Business
Decision Rights
Partitioning Control
Platform Ecosystem
Architecture Governance
Platform
Provider
Applications
Developers
Customers
Powered by LLCM©
Thank you for your attention!
Any questions?
© sebis Stefan Hefele - Master Thesis 26
Bibliography
Baldwin, C.Y.; Woodard, C.J. (2009): The Architecture of Platforms: A Unified View. In: Platforms, Markets and Innovation.
Eds.: Gawer, A. Edward Elgar, Cheltenham, UK 2009, p. 19-44.
Evans, D.S. (2009): How catalysts ignite: the economics of platform-based start-ups. In: Platforms, markets and innovation.
Eds.: Gawer, A. Edward Elgar, Cheltenham, UK 2009, p. 99-130.
Evans, D.S.; Schmalensee, R. (2005): The industrial organization of markets with two-sided platforms. National Bureau of
Economic Research.
Gawer, A. (2014): Bridging differing perspectives on technological platforms: Toward an integrative framework. In: Research
Policy, Vol. 43 (2014) Nr. 7, p. 1239-1249.
Gawer, A.; Cusumano, M.A. (2014): Industry platforms and ecosystem innovation. In: Journal of Product Innovation
Management, Vol. 31 (2014) Nr. 3, p. 417-433.
Matthes, F. (2015): The TUM Living Lab Connected Mobility.
Schrank, D.; Eisele, B.; Lomax, T.; Bak, J. (2015): 2015 URBAN MOBILITY SCORECARD. Texas, USA: Texas A&M
Transportation Institute; INRIX, Inc.
Suarez, F.F.; Kirtley, J. (2012): Dethroning an established platform. In: MIT Sloan Management Review, Vol. 53 (2012) Nr.
4, p. 35-41.
Technische Universität München (2016): TUM Living Lab Connected Mobility. http://tum-llcm.de/, accessed on 06.01.2016.
Tiwana, A. (2014): Platform ecosystems, Elsevier, Amsterdam [u.a.] 2014.
Tiwana, A.; Konsynski, B.; Bush, A.A. (2010): Platform Evolution: Coevolution of Platform Architecture, Governance, and
Environmental Dynamics. In: Information Systems Research, Vol. 21 (2010) Nr. 4, p. 675-687.
United Nations, Department of Economic and Social Affairs, Population Division (2014): World Urbanization Prospects:
The 2014 Revision. New York, USA.
Webster, J.; Watson, R.T. (2002): ANALYZING THE PAST TO PREPARE FOR THE FUTURE: WRITING A LITERATURE
REVIEW. In: Mis Quarterly, Vol. 26 (2002) Nr. 2.
27 Stefan Hefele - Master Thesis © sebis
Backup
28 Stefan Hefele - Master Thesis © sebis
Population Growth & Urbanization
World Population (2050)
Urban
Rural
© sebis Stefan Hefele - Master Thesis 29
0
2
4
6
8
10
1990 2014 2050
Po
pu
latio
n (
bill
ions
World population development
Urban
Rural
Total
Source: United Nations (2014)
Congestions Spill Resources, Time, and Money
Spilled resources per auto commuter in the US (2014)
© sebis Stefan Hefele - Master Thesis 30
19 gallons (~72 litres) of fuel
$960 congestion cost
42 hours of delay
Sources: Schrank et al. (2015),
http://www.thegreenage.co.uk/wp-content/uploads/2013/02/crude-oilbarrel.jpg,
http://shirta.de/media/catalog/product/cache/1/small_image/295x295/9df78eab33525d08d6e5fb8d27136e95/s/a/sanduhr-d76216801.png, https://www.colourbox.com/preview/4282123-
dollar-banknotein-a-sack.jpg (all 25.01.2016)
Project Plan
Definition of „Platform vocabulary“ derived from literature
Deliverable: Vocabulary, Governance analysis framework
Research and analysis of „platform success stories“
Deliverable: Filled-out governance analysis frameworks
Elaboration of design options for governance implementation in mobility platform ecosystems
Deliverable: Possible instantiations of platform governance frameworks for the TUM LLCM
Writing + buffer time
Submission date 15.06.2015
Deliverable: Final thesis
31 Stefan Hefele - Master Thesis
Writing
Pro
gre
ss
Dec –
Feb
March –
May
April –
May
May –
June
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Platform Ecosystem in the Big Picture
© sebis Stefan Hefele - Master Thesis 32
Platform
Ecosystem
Applications Platform
Standard
Ecosystem
Business
Ecosystem
Digital
Ecosystem
Software
Ecosystem
IBM‘s Vision of a Platform Ecosystem
© sebis Stefan Hefele - Master Thesis 33
Source: http://www.ibm.com/developerworks/cloud/library/cl-cloudecosystem/
Research Method
“Analysis and Description of Design Options for the Establishment of a
Sustainable Mobility Ecosystem”
34 Stefan Hefele - Master Thesis © sebis
Research Question 1:
How can platforms, their players and interconnections be characterized
according to existing literature?
Research Method:
Literature Review according to Webster/Watson (2002)
35 Journal Papers
21 Conference Papers
2 books
1 edited book
Source: Webster/Watson (2002)
Literature review according to Webster/Watson (2002)
• Databases: ACM Digital Library / EBSCO Business Source Premier / EBSCO Library,
Information Science & Technology Abstracts / IEEE Xplore / Google Scholar / Science
Direct
• Search terms
Relevant literature for RQ 1&3
• 35 Journal Papers
• 21 Conference Papers
• 2 books
• 1 edited book
35 Stefan Hefele - Master Thesis
Literature Review
Platform Platform ecosystem
Platform governance
Software(-based) platform
Two-sided market
IT value co(-)creation
Source: Webster/Watson (2002)
© sebis
Research Method
“Analysis and Description of Design Options for the Establishment of a
Sustainable Mobility Ecosystem”
36 Stefan Hefele - Master Thesis © sebis
Research Question 2:
What have been factors for the successful establishment of platform
businesses in the past?
Approach:
Analysis of successful platforms with the help of framework from RQ1:
Waze / Moovit
Apple iOS
ITS Factory Finland
Research Method
“Analysis and Description of Design Options for the Establishment of a
Sustainable Mobility Ecosystem”
37 Stefan Hefele - Master Thesis © sebis
Research Question 3:
Which design and governance options do exist to successfully establish a
mobility platform and ecosystem?
Approach:
Transfer of assumed success factors from RQ2 to TUM LLCM
Which combinations of success factors are possible?
Special characteristics of TUM LLCM