Technological Business Model Innovation:- Multi Business Model Innovation and Technology

Professor Peter Lindgren, PH.D. MA Business Economics, E-mail: peterli@btech.au.dk

Associate Professor, PH.D. Jacob Steendahl Nielsen

E-mail: jacobsn@btech.au.dk

April 23, 2018 1http://btech.au.dk/forskning/mbit/

Aarhus University

Business & Social Science

BTECH

Master of Marketing and

Entreprenuership

Master of Engineering -

Business Development and

Technology

EngTech CGC

Human Bond and Cummunication

MBIT -LAB CGC - LAB

Science & Technology

Art Health

Conasence

CGC Aarhus University – B-tech

http://btech.au.dk/forskning/forskningsgrupper/CGC/

CV:

• CV.:

• Visiting researcher Polytechnica di Milano 2002 - 2003

• Assistant Professor PhD. Network Based High Speed Innovation since 2003

• Associate Professor PhD. Business Model Innovation in networks since 2006

• Manager International Center for Innovation 2007 – 2011- www.ici.com

• Thematic Leader Center for Teleinfrastructure (CTIF) 2008 -

• Visiting Associate Professor Stanford University 2010-2012

• Researcher Neffics.eu – Business model Innovation in the Clouds

• Research Member of Windmill – BMI group – Denmark

• Researcher at the Women in Business group – Scandinavia

• Researcher at the Center for Persuasive Technology – US, Stanford

• Researcher at the M-BIT group – Multi Business, Innovation and Technology (http://btech.au.dk/forskning/mbit/)

• Researcher at the CSI group – Stanford, Harvard, MIT and AAU

• Professor Multi Business Model Innovation and Technology – Aarhus University Feb. 2014

• Founder Stanford Peace Innovation Lab – Aarhus University – (October 2014

• Founder CTIF Global Capsule – www.cgs.org – Sept. 2015

• Vicepresident CTIF Global Capsule – www.cgc.org – Feb. 2017

• Research Director CTIF Global Capsule – Århus University – Sept. 2017

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Bæredygtig udvikling

Jacob Steendahl Nielsen Associate professor på Aarhus Universitet

Ph.D i operation management og Cand Merci organisation og strategi

jacobsn@btech.au.dk (45) 31

10 90 00

+ 10 – 12 Master students

The CGC/MBIT Research Group

SCHOOL OF BUSINESS AND SOCIAL SCIENCES

AARHUS UNIVERSITET2

SADIA ANWARKey research field

• Cross disciplinary area of Telemedicine with

Wireless Technology and big Data Analytics

Most recent research work

• Real-time access of medical and

pharmaceutical information to patients in

remote areas having disability, chronic

diseases, affecting patient mobility.

• Medication interactions and helping in making

treatment regime.

• Big data analytics and medicine informatics in

a digital pharmacy

• Establishing a physician, patient and

pharmacist linkage for better control of

diseases, safety and cost effectiveness of total

therapy.

Publication

• “5G an approach towards future

Telemedicine”, Sadia Anwar,Ambuj

Kumar, Bhawani S. Chowdhry, Ramjee

Prasad, GWS 2016

How does my research link to MBIT research

• Research focused on medicine,

telecommunication, big-data and

economics.

• Working on Efficient and cost effective

future Health care, business models for

future pharmaceutical industries to be

more customized and patient focused

• Economic impacts of future health care

using big data analytics and wireless

broadband networks

+ 3 – 5 Guest Researchers

The CGC/MBIT Research Lab - an Interdiciplinary Research Lab

Strategy REborn

Goal

Views

”business, technology, learning, education and research in symbiosis”

The CGC/MBIT research group researched and experimented in different Business Model Innovation environment – both inside and outside – to create knowledge about BM, BMI and more …..

The CGC/MBIT research group experiment with Different Business Model tools and BM Innovation environment

THE BUSINESS MODEL CUBE´s dimensions and components – The Beestar

Second:

Understand the business model innovationlayers

The interaction between Business and BMES- The Different Business Model Layers

Dimension 1: Value Propositions (Values)

Dimension and Components inValue Proposition:

Products Services Processes

Dimension 1: Value Propositions(Values)

Important Questions:

”as-is”: Which products, services and value proposition processes offers or propose the existing business Model?

”to-be”: Which products, services and value proposition processes should the new or changed business models offer?

Dimension 2: Users and Customers

Customer and Users can exit in the same business ex. ”free play” internet, Facebook, Youtube.

User Customers

Dimension 2: Users and Customers

Important Questions:

”as-is”: Which customer and user is the existing business model serving?

”to-be”: Which Customer and user should the business model serve?

Dimension 3: Value Chain Functions

Important questions:

”as-is”: Which value chain functions exist in the existing business model?

”to-be”: Which value chain funtions should the ”to be” business model carry out?

Primary valuechain functions

Sekundary valuechain funtions

Dimensions Value Chain Function/value chain function consist of two groups of BM Components:

Dimension 4: CompetencesCompetence dimension consist of four groups of BM dimension components :

Source: Prahalad and Hammel Competing for the Future

Teknology Human ressource Organizationalsystems

Cultur

Product/service teknologies

Produktion technologies

Proces technologies

Dimension 4: Competences

Vigtige spørgsmål:

”as-is”: Which internal competences (the 4 BM competence group) are used to carry out the value chainfunctions/activities to enable the BM to offer the valuepropositions?

”to-be”: Which internal competences (the 4 BM competence group) should exist, to carry out the valuechain fucntions i the ”to-be” business model?

Dimension 5: Network

Dimension network consist of 3 groups of networkcomponent groups:

Physical

Digital

Virtuel

Important Questions:

”as-is”: Which network are included in the ”as-is” Business Model

”to-be”: Which network should be included in the ”to-be” business model?

Dimension 6: Value Formula

The Value formula dimension consist of the calculation of the value that the business model use og want to use for the business model.

BM Cuben differentiate here to otherBusines Model frameworks as including:

Monetary values: Turn Over – cost= profit or loss

AND/OR

non-monetæry valuesother values

Research related to BM Cube Value Formula:Henry 1978, Kotler 1983, Porter 1985, Osterwalder 2002,

Dimension 6: Value Formula

Vigtige spørgsmål:

”as-is”: How does the business model calculate the valueit wants to get out of the BM (monetary and non monetary)?

”to-be”: How should/intents the business models to calulate the value it wants to get out of the BM (monetary and non monetary)?

Dimension 7: Relations

The Business Model Dimension relations describes/”shows” thoserelations that connects the 6 other dimensions internal the business model or describes/shows the relations to otherbusiness models – internal or external the business – the relations axiom.

Relations can be ”tangible” or ”intangible”.

The Relations ”function” in the BM Cube framework is ”to carry” values and make it possible to create, capture, deliver, recieveand consume values.

A Business Model would never function or be able to function with out relations

The Relations ”enables life” in and ”gives life” to the business model

Forskning der relaterer til - og omtaler Relationer og dets funktioner:Provan 1983, 2007, 2008, Håkonson 1990, Amidon 2008, Cassadesus-Mansell 2010, Alee 2011, 2015, Osterwalder 2011

Dimensions 7: Relations in a Business Model – in an insurance business

Payment

Processor

Policy

Acceptance

Payment

confirmation

Sales Report

Payment

Policy Proposal

Customer Data

Sales

person

Underwriter

Sales

Manager

Sales Targets

Contract

Payment

Inquiry

Customer

Peace of mind

Payment

Processor

Repair Order

Payment

Repair ConfirmationRepair

Repair

Service

CustomerClaims

Processor

Invoice

Request

confirmation

Claim for Repair

Bid

Approval

Bid

Speedy and fair resolution

BM Y

BM X

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TBMI Challenge 2018

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