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Transcript of Build the digital enterprise mark skilton copyright 2014 v1
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DESIGNING YOUR DIGITAL ECOSYSTEM
PROF. MARK SKILTON, WARWICK BUSINESS SCHOOL
COMPETITING WITH BIG DATA, SOCIAL,MOBILITY, CLOUD AND INTERNET OF THINGS
https://www.brighttalk.com/webcast/9059/107493
October 8 2014
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Agenda
• Concept of Digital Enterprise
• A Theory discussion on Space-time concepts
• Real examples
• Conclusions
06/10/2014 Mark Skilton copyright 2014 2
@mskilton Personal Blog http://www.markskilton.com Inquiries and Press Media contacts through my Office or via my emailhttp://www.wbs.ac.uk/about/person/mark-skiltonAcademic
ProfessorProfile
https://www.linkedin.com/pub/mark-skilton/1/189/968
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eGovernmentSmart City
eHotel
Smart Home
eTravel
eDefense
eTransport
eResearch & Development
eSustainabilityMunicipals
eAerospace Engineering
Advanced Engineering embedded Sensors
ePortseShipping
eEducation
Digital Art
Immersive Theatre
Online-Gamming
Quantified Self
eMarketing
eMedia
ePublications
eSecurityCyber
Quantified Life
eAgriculture
ePackaging
eHealthcare
eFinance
eUtilities
eTelecommunications
eBanking
eInsuranceeBuildings
eCommunities & Crowds
eTrade, Auctions
eCharity eVocation
Digitization of Industries
eSocialcare
eFarming
eConsumer Products & Services
eSaleseSupplychain
Connected Automotive
eApparel
eSport
eTaxis
eEstate
Digital Currency
Wearables
eEmergency
eMedicalePrison penitentiary
eLegal
eContracts
eInnovation
ePharmaceuticals
eHorticultureHydroponics
eElectronicsAdvanced Computing
eHomeLandsecurity
eJudiciary
eAirports
eRail
eConstruction
eWarfare
eSolicitors
ePalliative
eMunicipals
eMentalHealth
eHumanResources
eKnowledge
eExpertize
eInformation TechnologyServices eOutsourcing eAssets
eWealth
ePhilanthropy
eLibraries
eRecreationeTourism
eAppliances
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Building the Digital Enterprise
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Development of Value in digitizationSocial / Organizational Network AnalysisValue Operating networks of tangible and intangible flows
Social Graph
Outlet
ValueNetwork
OperatingNode
Market
Source: Wikimedia open
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Contextualization of value
Room
Hotel Work
Ambient Floor Furniture
TV Phone
Public Internet Pay per view
Office Meeting Room
Table
Conference
Lighting Temperature
Object-action-insight - ContextualizationSemantic classification
Incomplete example of ontology of room
Work DeskColor: BlackShape: RectangleMaterial: Metal
Desk LampColor: GoldBulb: Smart bulbEnergy: Low power
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Creating Digital Workspaces - Redefinition of Data in the Internet of things
The meaning of digital existence ..06/10/2014 Mark Skilton copyright 2014 7
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4th Generation
5th Generation
Data centric mediation
Digital Workspaces
Social mediaMassive distributed server clustersMobilityVisualization
Started1970-80’s
Started1980-90’s
2000-10’s
2010-2020’s
Abstracted Softwareand HardwareRapid GUI, Web designClient-Server
Parametric computationEarlyArtificial IntelligenceMachine Learning Algorithms
Modular, scalable Software and Hardware Contextual location basedServices, Hardware and ObjectsDigital Convergence / Digital Platforms Augmented / Artificial Intelligence
Software and Hardware Development Techniques
Key characteristics
DigitalEcosystems
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Social Perspectives
Object Tracking
Room TemperatureSensors
InformationDisplay boards
AmbientSmartlighting
Facility maintenance
Shelf Space Management
Social media
Humidity control
Smart Table top
LocationTracking
Wireless charging
Smart Hydroponics
Smart appliances
Facility remote Services
SocialNetworks
Wearable tech
VirtualMeetings
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Business Perspectives
Smart ART
Smart Mirrors
Smart Lighting
CommercialInformation & Pricing Boards Dynamic “live”
Advertizing
Automated preparationAutomatedWastageManagement
AutomatedMaterialsReplenishment
Dynamic “Menus”Smart Point of Sale
Customer NFRServices
AutomatedProductPromotions
Consumer Service personalization
WearablesDevices
WearablesApparels
Dynamicpre-ordering& recommendations
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Knowledge Perspectives
WellbeingWearables
Smart Glasses
Smart TabletsWireless device to deviceconnectivity
External presenceconnectivity
Smart Work boards
Smart Wall surfaces
TetheredMobile devices
Smart pens
Customer NFRServices
Smart Building,Room connectivity
Smart paper
Proximity Sensors
Smart roomlocationBeacons &Services
AugmentedReality
Virtual Realityprojections
StereoscopicObject scanning
Telepresencemeetings
Context Libraryand services
Virtual &AssistedCollaboration
WearablesPersonal assistant
Smart Tables, Smart chairs06/10/2014 Mark Skilton copyright 2014 11
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Spatial Information field of view
1st person viewpointCollective personviewpoint 3rd person viewpoint
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The digitization of Workplaces
immediatesensory information
1st person viewpoint
Collective personviewpoint
3rd person viewpoint
Collaborativeinformation,communities
Markets,communities,Global events
Spatial ecosystems
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Semantic information field of view
PhysicalData
Metadata Hyperdata
Groups of namesand activities
My nameand currentactivity
Information and their relationships to all names and activities
Informationand theirrelationshipsto groupsof namesand activities
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The digitization of Workplaces
PhysicalData
Metadata
Hyperdata
Collective Intelligence
Augmented Intelligence
Artificial Intelligence
Information ecosystems
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Temporal information field of view
The Present Now
The Past The Future
Information of thePast, PresentFuture
CertainNear Future
CertainNear PastLess certain
Past
Less certainFuture
KnownPast
UnknownPast
PossibleFutures
UnknownFutures
Path through time taken Path through time taken
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Temporal information field of view
The Present Now
Information of thePast, PresentFuture
Past TimeInformation
Further Past, Presentand FutureOutcomes
Near Pastand Present Outcomes
Temporal ecosystems
Future TimeInformation
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Convergence of digitization of physical and Virtual space and time
WHERE WHEN
WHAT Architecting is the HOW06/10/2014 Mark Skilton copyright 2014 18
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Transformation of Workplaces Workspacesby Digitization
Physical spacesInformation in time
Convergence of Physical and
Virtual spaces
Spatial InformationView of view
Temporal InformationView of view
The type and location of dataand its relationships
Physical location of persons, objects, buildingsAnd places
Domain Workspace
Semantic andPragmatic InformationView of view
SPACE TIME
The relation of data toThe time it is createdAnd represents
What is Experiencedand understood
CONTEXT
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The Rise of Digital Workspaces
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Semantic level
Morphological level
Syntactic level
Pragmatic level
Objects
Relationships
Meaning
Knowledge& Action
“Theory of Knowledge”
Epistemological layers
“Theory of being”Ontological layers
Basic
Facts & things
Actors, relations, devices, objects, sensory objects Rich
Non-contextual
Contextual
Purposeful
(Classical) Information perspective
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Adapted from the Ladder of Inference /Semiotic Ladder
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Processes,Conversions,Transformations
SystemsDomains
OrganizationalStructures
People
Avatars, Agents,Virtual People
Data,Metadata
Integration
Acquisition
Connectivity
GeographicDomains,Dominions
Internetworking
Devices & Sensors
Sourcing
Code
EconomicCommercial
Security, Privacy
InformationEcosystem
Physical DomainsInformation Domains
Information Ecosystem
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InformationDomains
Semantic(Contextual)
Physical Domains
Web 1.0
Web 2.0
Web 3.0
Web 4.0
Information Ecosystem
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Building Digital Enterprise – “smart spaces”
Information centric view PEC Model STC Model
Technology led Ecosystem led
“what data value have I got?” “How can technology extend my capabilities and add value?”
“Where can I buildbetter outcomes?”
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Information led
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Car securityRoute PlanningPassenger services
Satellite&Telecoms Operators
In car BrandsRetail servicesEntertainment
AccessoryManufacturers
SmartTraffic planning
Driver assist, Vehicle to Vehiclecommunication
VirtualShowrooms
Connected Automobile Ecosystem
Location Parking Assist, Refuel,Charging
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Smart Hotel EcosystemLoyalty cards, services
In room services
Maintenance services
Room facilities
Reception servicesRoom Cleaning Services
Travel and Bookingservices
Connections and Transport
Rooms &Facilities
ReorderingandBrands
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Smart Retail Ecosystem
Smart TransportCabin Services
In store Services
Maintenance services
TrafficOptimization
Crowd / Marketplaces
Home Delivery
Smart Fridges
Connections and Transport
Supply chainOptimization
ReorderingandBrands
Smart DisplaysSmart Shelves(Weight sensors)
Fleet Management
LogisticsAutomation Smart Homes,
Offices
Store,StockPricing, Availability
Consumerco-presence
Brand Optimization
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The Evolving marketplace & Supply chain
Rooms, Facilities, Space Objects
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Digital Sales and Marketing –Commercial Strategies
Digital Shop
Content to Purchase
(C2P)
Location
Business Models
Engage the shopper inside and outside the retail storeIn-store sensors - NFC mobile information and PoSCoupon-cloud – discountsSmart Display boards – contextual advertizing
Context-based marketing“pre-during and post shop”Loyalty marketing “Data Driven Marketing”“Get off treadmill of promotions – target rewards to customers and partners
Location based Marketing support ServicesCoca-Cola Salesforce Incentive- mobile
Support Partner effectiveness programs with digital – ExampleCoca-Cola Pro Avec vous program – France - Cegid Restaurants “Pro with You”
Use of innovative businessmodels to engage customersand providers in excellence- Digital Trials – “Happy hours”- Crowd Sourcing – volunteerscheck store pricing and displays
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Logistics and Supply ChainStrategies
Communications EngagementProductivity
&Efficiency
Digital Signage – engage workforcein many locations. Sites , offices, canteens, manufacturing sitesKiosks and hotspots , on tablets and smartphonesAllow people to access content and “Self-service”
Plant maintenance operators –tablets and mobile engineeringand maintenance specifications
Team leaders, staff training and skills development
Technology enable staff workforcevirtual webinars and workplaceCollaborationmanagement teamsSite locations and supplier collaboration
Physical asset tracking – “coolers” with RFID tags. Asset Management
Vendor Managed Inventory“Machine Data” – machine Quality& Reliability – pattern recognition“Procurement and analytics spend”Products and materials cost of goodssold optimization“Logistics and Transportation”3rd party hauler trackingDriver cabin communications“Automatic retailer alerts” fordelivery-on-timeschedule – earlies , lates optimization
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Digital EnterpriseOperations & LogisticsSales & Marketing
Digital Trails,serious gaming
Data DrivenMarketing
In-store Sensors
Partner embedded services
Mobile Incentives
Smart Advert pricing Displays
Smart PoSPayments
Machine Data
Crowd SourcingInnovation
Procurement & Analytics Spend
Logistics & Transportation
Smart IDs
Workforce Collaboration
Partner Collaboration
QR, RFIDDigital Signage
Self-service,Comms, skills
Smart PlannedMaintenance
Training & SkillsAugmentation
Content Management
ProductivityTools
Real time Alerts
Content Management
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Digital Workspacesare real….
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Building Digital Platforms
Room/Facility Augmentation
Personal / Business Community Travel - In transit automation
Contextual relationship augmentation
Knowledge augmentationObject augmentation
Object Platforms
Room / Facility Platforms
Personal PlatformCommunity Platform
Knowledge Platforms
Contextual Platforms
Travel-Transit Platforms
Digital Trails,serious gaming
Crowd SourcingInnovation
In-store Sensors
Partner embedded services
Mobile Incentives
Data DrivenMarketing
Smart Advert pricing Displays
Smart PoSPayments
Digital Signage Self-service,Comms, skills
Smart PlannedMaintenance
Training & SkillsAugmentation
Real time Alerts
Content Management
Machine Data
Procurement & Analytics Spend
Logistics & Transportation
Smart IDs
Workforce Collaboration
Partner Collaboration
PEC Model
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Building Digital WorkspacesSTC Model
Enterprise Customer Outcomes
Mobile App PurchasesMulti-channel leverage
Social media discountsBrand cross-sell, up-sell
Social – Market connections
3rd party Turnover pull-through
Objects
Rooms, Facilities
% Mobile Sales% indirect sales
People, Businesses
% Brand Sales% Address1ble Market
% Total cost ofoperation
Time to marketChanges in channelstock
Space
Time
illustrative
Digital Signage
Smart PoSPayments
Crowd SourcingInnovation
Partner embedded services
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Towards building Digital Workspaces 2-sidedMarket Platforms TSPs
Multi-sidedMarket Platforms MSPs
Value NetworkEcosystems VNEs
Web apps Mobile apps
(Converged multi-channel)Financial Services –On-line payments
Citizen services –identity management
Healthcare –Translation to BenchmHealth monitoring
News- Media – Entertainment
Education - MOOCRetail - eMarketplace
Smart City
Connected Car
Smart Hotel
Web catalogs
Social Networks
Content mashups
Mobile gaming
Mobile geo-presence
Mobile adverts
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ConsumersConsumer
Consumer
Buyers
Provider
Sub suppliers
Sellers
Vertical IntegratedValue Network
Upstream
Downstream
Cross sell
Scale up
Scale out
Horizontally Integrated Value Network
HorizontalValue Chain
VerticalValue Chain
Multi-sidedPlatform
ValueNetworkEcosystem
2nd order 2nd ordernth order nth order
Two-sidedPlatform
Towards building Digital Workspaces
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Building Digital Workspaces
Customer Touch Point Journey Digital Enterprise – Digital workspaces
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Classical View STC View
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Building Digital WorkspacesDigital Signage
Smart PoSPayments
Crowd SourcingInnovation
Partner embedded services
illustrative
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The Open GroupOpen Platform 3.0 Archimate Notation
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Building Digital Workspaces
Digital SignageSmart PoSPayments
Crowd SourcingInnovation
Partner embedded services
Objects
Rooms, Facilities
People, Businesses
illustrative
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Towards Digital Enterprise – Future of Roadmaps of Adoption
Digital Ecosystems
Customerand UserResourceExperience
Process Choreographyand ServiceExperience
FunctionalIntegrationExperience
Technology MediationCluster
ExperienceMediationCluster
BusinessMediationCluster
Digital Technologies
Digital Architecture
Process clusters
Technology clusters
User & Data Experience Clusters
Modularity, scalability, generativity
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The Greenhouse Project
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The greenhouse is surrounded by an experimental green roof maintained by the Fifth Dimension - Green Roofs in Urban Areas project.
The aim to develop IoT solutionsfor supporting the concept of Smart spaces and IoT
Student Projects Using sensor technology, networks, 3D printing …
Helsinki University, Finland
https://wiki.Helsinki.fi/display/Exactum5D/Home
Aim at learning about improving City environments:CO2 sequestration, improve microclimates, regulate hydrological cycle,Habitat provisioning, active cooling/insulation, dust filtering, aesthetic improvement, recreation and education spaces…
AirTemperatureHumidityHydroponicsHeatEmissions….
Visitors
Throughput
Conceptualizationillustration
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Building Digital Workspace Program Plan
Digital Workspace
ManagementNetworking and Communications
DigitalSensor & Device
Management
Services and Applications Data Support
Human Interactions
EcosystemDrivers
Interoperability& Portability
Trials and Demos
Cross-Work stream
Activities
Security, Privacy, legal Compliance and Trust
Energy Efficiency & sustainability
Standardization and Architecture considerations: - Modularity, scalability, adoption
Ecosystem – Outcomes, Monetization mechanisms. generativity
Adapted from IoT Towards Ecosystems –University of HelsinkiNational IoT Program Finland http://www.internetofthings.fi/
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EXAMPLE
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Evolution of Physical to Virtual Retail Finance
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Contextual Case Study Examples – Mobile app order and payment
A study showed that on average a person takes 12 minutes waiting time to pay for their meal.
Enter Restaurant
Select and order Meal
Meal prepared and deliveredto Table
Consume meal
Pay for meal and leave
Enter Restaurant
Select and order MealMobile app generates Payment CODEfor use with meal
Meal prepared and deliveredto Table
Consume mealMobile app pays for meal
Request Bill X no waiting for bill request
X faster service feedbackX During and after Customer Experienceopportunities to promote discounts, coupons, brandawareness
Pre-order mealon Mobile app
Meal alreadyprepared , you pickup or consumeon premise
Consume mealMobile app pays for meal
X Faster ordering of mealX Faster delivery of mealX no waiting for bill requestX faster service feedbackX no waste in meal preparationfor Restaurant (make what is needed)X faster second time orderingfrom remembering preferencesX Before, during and after opportunitiesto promote discounts, coupons, brandawareness
Arrive at Restaurantor have it delivered to you
Don’t have to wait for bill
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Contextual Case Study ExamplesCity Region Local Enterprise Partnerships LEPs (UK)( Liverpool, Manchester, Southampton, Leeds, London…)
Geo-context servicesVarious Start-ups & Currentplayers
Many Mobile apps to provide Location basedContextual services.
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Monetization in the Old Economy and the New Digital Economy
OperationalMonetizationStrategies
Operating demand and supply, bundlingcapabilities
Market channel,business processand supply chaincapabilities
Capital funding,contract, IPmethodscapabilities
Ts & CsMonetizationStrategies
GrowthMonetizationStrategies
CommunityMonetizationStrategies
ChannelMonetizationStrategies
Industry StandardizationMonetizationStrategies
Community identity, feedbackConnectionscapabilities
Structureof channelsto markets,Channel mixCapabilities
Access specialization,reward, consistencyand interoperability
NEWECONOMY
OLDECONOMY
This is the “radius effect”Of monetization
It is the value of spatial connections and its contextual content
relevance
These monetization strategiesare levers that pull or push
inside your own company as ways to generate revenue and
profitability.“Network effects” may be
advantageous if designed and business model ran correctly
Platforms are good at these
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Basic ecosystem
Current societalsystems and Interactions
Evolving systemsand ecosystem domains
System of Systems connected spaces
Super informationInfo hubs
Outside-InInside-out
Spatial-temporalDomains
1st Technology era
2nd Technology era
3rd Technology era
4th Technology eraAugmented/Synthetic Intelligence
New forms of cognitive multiplicity models are driving new forms of appliedintelligence
The PC era and the move towardscommon basic internet standards
The explosive growth of data, networks and modality of mobile and sensor devices is driving a building out and formation of temporal-space visual systems.
2030
2020
Synthetic-cyberneticVirtual –life existencesTemporaneous artificial existence
2050
2015
Near and future trajectories
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Conclusions - examplesEmbedded services
The Future of “Live Advertizing” - click on an video or advert on a web page in a tablet or mobile embedded code allows you to click the picture and then it automatically brings up a catalog, options of merchants to buy it from and then pay and go.. all frictionless….MasterCard (1)
Growth of the Digital Services Economy“Clustering in Cities matter….the (agglomeration) model is driving growth in the Services sector (to create more jobs and company inward investment) supporting much more closer networks of people , accelerated by digital to help networks exist, BUT all want to be physical in context”… Economist, Manchester City Council (2)
Privacy and geolocation services
“ 2 /3rds of the daily calls and messages between parents and children deal with the physical location of the family members” National Internet of Things Program, Finland (3)
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Conclusions - examplesDigital convergence
“There will be 25 Billion objects predicted within 5 years, potentially that’s 25 Billion points of sale PoS… it’s about digital convergence". MasterCard (4)
In context Services
Hilton Turns Smartphones Into Room Keys “We analyzed data and feedback from more than 40 million HHonorsTM members, as well as guest surveys, social media posts, and review sites, and it's clear that guests want greater choice and control”.. …Hilton International – Press – informationweek.com (5)
Digitization and Innovation
“I don’t see Digitalization is about Enterprise, it’s all about increasing Innovation” -Philips Healthcare Research Labs (6)
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Thank you
New Book 2015
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http://www.opengroup.org/
The Open Group Open Platform 3.0™ Forum
http://www.opengroup.org/subjectareas/platform3.0
http://hubofallthings.com/
https://www.youtube.com/watch?v=rf6liT9JHw8
The material and concepts in this presentation is the copyright of Mark Skilton 2014