Architecture Gathering 2018 - Daten, das neue Öl aus und um Autos

Digitaler Wandel ist in aller Munde und doch oft ein abstrakter Begriff. Wir erläutern die Rolle der Architektur an einem ganz konkreten und realen Beispiel: dem Startup Caruso Dataplace, das einen B2B-Datenmarktplatz für Telematikdaten aus Fahrzeugen und weitere Daten rund um Fahrzeuge aufbaut und ein digitales Ökosystem aus Datenanbietern und –konsumenten ins Leben rief. Das offene Ökosystem umfasst z.B. Fahrzeughersteller, Teilehersteller, Werkstätten, Zulieferer, Logistiker, Versicherungen, Teilehändler und Dienstleistern.
Wir berichten von der Arbeit der Architekten im Spannungsfeld von Geschäftsmodellen, Technologien und Recht eines entstehenden Ökosystems. Wir teilen Erfahrungen und Erkenntnisse darüber, was Architekturarbeit bei der Initiierung von digitalen Ökosystemen und Plattformen besonders herausfordernd macht und wie wir zentrale Aspekte gelöst haben. Kernherausforderungen sind z.B. Offenheit bei gleichzeitiger Sicherheit und Vertrauen sowie hohe Attraktivität für Partner bei gleichzeitig einfachem Eintritt ins Ökosystem.

Transcript

1. © Fraunhofer IESE Matthias Naab (Fraunhofer IESE) Ulrich Keil (Caruso) DATEN, DAS NEUE ÖL AUS UND UM AUTOS ARCHITEKTURERFAHRUNGEN AUS DEM AUFBAU DER DATENPLATTFORM CARUSO UND DER INITIIERUNG EINES DIGITALEN ÖKOSYSTEMS The Architecture Gathering 2018 München
2. 1950 2020 2010 1990 1970 1960 2000 1980 Airbnb Uber Spotify Digitale Transformation Industrie 4.0 Platform Economy Erwartungen an Software Fähigkeiten von Software Softwarekrise 1968 DotCom-Boom 2000 Agiles Manifest iPod 2001 iTunes Store 2003 Software-intensives Business
3. Technologie verändert Medien & Daten durch Digitale Produkte Technologie verändert Märkte & Industrien durch Digitale Prozesse Technologie verändert Wirtschaft & Gesellschaft durch Digitale Geschäftsmodelle Digitization Digital Transformation Digitalization
4. Digital Ecosystems New and innovative Services & Products Data-Driven Business Models Cross-Domain 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
5. © Fraunhofer IESE 4 Handelsblatt http://www.handelsblatt.com/my/meinung/gastbeitraege/gastbeitrag-zum-internet-der-dinge-deutschland-und-das-plattform-monopoly
6. Industrie 4.0 Smart Farming Smart Energy Smart Mobility Smart Health Smart Rural Areas Smart Teams Smart X Digital Ecosystems
7. Key Challenges in Digital Ecosystems
8. Diversity
9. Uncertainty
10. End-to-End Qualities
11. Value Networks
12. Complexity
13. Data Driven Business
14. Diversity Uncertainty End-to-End Qualities Value Networks Complexity Data Driven Business Key Challenges in Digital Ecosystem
15. Business Technology Legal Core Vision Strategy Engineering Usage Operation Governance Organization Partner Scouting Casting & Matching Pairing & Engagement Technical Scouting Collaboration Evaluation Partners Establishment Exploitation Nurturing Community Observation Exploration Analysis Intervention Competitors Known Other Players Platform Economy Fraunhofer Digital Ecosystems Reference Model
16. EXPERIENCES FROM INITIATING AN ECOSYSTEM
17. 28 DEVELOPMENT OF CONNECTED VEHICLES IN EUROPE 91% 285 51% 165 31% 105 13 28% 91 30% 102 16 21% 69 40% 137 2015 2020 2025 Number of European cars and light commercial vehicles in millions Retrofit: OBD-2, Smartphone, etc. OEM: Extended Vehicle, Open Telematics, etc. Not Connected Source: IHS, LMD, Roland Berger 314 325 344 → Retrofit suppliers (short-term) & OEM (long-term) become potential data suppliers
18. 29 CARUSO – COMPANY PROFILE Founded in March 2017 http://www.caruso-dataplace.com Key Facts Managing Directors Offices & Team Alexander Haid & Jürgen Buchert Head Office Ismaning (DE) Development Office Mannheim (DE) Capacity: 40
19. 30 THE ENABLER FOR CONNECTED MOBILITY SERVICES In-Vehicle Data Vehicle Information Process Data Search Acquire Use Maintain Collaborate Sell Sell Learn Produce
20. 31 THE ENABLER FOR CONNECTED MOBILITY SERVICES In-Vehicle Data Vehicle Information Process Data Search Acquire Use Maintain Collaborate Sell Sell Learn Produce No stakeholders delivering concrete ecosystem requirements Ecosystem needs to be (re-)invented, (re-)shaped, and refined Very high degree of uncertainty and fuzziness
21. 32 ECOSYSTEM WITH B2B MARKETPLACE PLATFORM DATA PROVIDER DATA CONSUMER B2B B2C B2B2C Brokering Data & Services Technical Legal Business
22. 33 ECOSYSTEM WITH B2B MARKETPLACE PLATFORM OEM TANK STATION B2C Example Technical Legal Business Car Driver
23. 34 ECOSYSTEM WITH B2B MARKETPLACE PLATFORM DATA PROVIDER DATA CONSUMER B2B B2C B2B2C Brokering Data & Services Technical Legal Business Communicate the ecosystem as simple as possible Ecosystem architects: “the elevator in multiple buildings” Internal stakeholders have to understand the ecosystem
24. 35 OUR INITIAL CONNECTED PARTNERS: D A T A P R O V I D E R D A T A C O N S U M E R
25. 36 OUR INITIAL CONNECTED PARTNERS: D A T A P R O V I D E R D A T A C O N S U M E R Selection of initial partners is crucial Ecosystem initially perceived as an attack on the domain Business models need to be closely aligned Partner onboarding is effort-intensive Fast growth necessary
26. 37 PLATFORM LANDSCAPE Big Data & Cloud Telematics & Mobility Solutions Other Domains Connectivity Market Segment Solution Data & Service Marketplace B2B B2C IOT
27. 38 PLATFORM LANDSCAPE Big Data & Cloud Telematics & Mobility Solutions Other Domains Connectivity Market Segment Solution Data & Service Marketplace B2B B2C IOT
28. 39 ECOSYSTEM OVERALL ARCHITECTURE DATA PROVIDER DATA CONSUMER Scalability, Security & Privacy by Design Ecosystem | Value Network Open, Neutral The Aftermarket Ecosystem connecting Business Model and Technology
29. 40 HIGH-LEVEL PLATFORM ARCHITECTURE Brokering Engine CARUSO DATAPLACE Marketplace Data / Service brokered via Caruso “mileage of car with VIN XYZ is 10.382” Data needed for brokering “provider X offers mileage for car with VIN XYZ” Partner System Partner System Partner System Partner System
30. 41 HIGH-LEVEL PLATFORM ARCHITECTURE Brokering Engine CARUSO DATAPLACE Marketplace Data / Service brokered via Caruso “mileage of car with VIN XYZ is 10.382” Data needed for brokering “provider X offers mileage for car with VIN XYZ” Partner System Partner System Partner System Partner System Ecosystem initiator sets many cornerstones The more effort invested, the more obvious the result
31. 42 THE BUSINESS MODEL DATA PROVIDER DATA CONSUMER B2B B2C B2B2C B2B Contract Providing Data Brokering Data Consuming Data Definition of Prices, Terms & Conditions Acceptance of Prices, Terms & Conditions Added Value for B2X Use Cases
32. 43 CARUSO DATA CATALOGUE: HARMONIZED IN-VEHICLE DATA Vehicle Position, Movement & Surroundings (65) Movement & Distances (12) Time, Position & Orientation (13) Trip Details (16) Driving Assist Data (10) Vehicle Surroundings Data (10) Vehicle Identification (4) Vehicle Health & Maintenance (43) Maintenance (19) Malfunctions – DTC (11) Malfunctions – MIL (4) Malfunctions – Occurrence (9) Vehicle Non-Powertrain Hardware (76) ABS, ESP & Traction Control (5) Airbags (4) Brakes (13) Doors, Windows & Locks (21) External Hardware (3) Heater & AC (9) Lights (5) Seatbelts (3) Tyres, Steering & Suspension (10) Wipers (3) Vehicle Powertrain Resources (57) Air (8) Coolant (8) Fuel – Consumption (10) Fuel – General (19) Oil (12) Vehicle Powertrain Hardware (223) Combustion (30) Drive Battery (11) ECUs (31) Electric Vehicle Battery (30) Engine Status (16) Exhaust (39) Ignition (30) Particulate Filter (17) Transmission (19)
33. 44 Vehicle Data Digital Fuel for the Connected Car Economy A Study on the Data Needs for Mobility Services
34. 45 SCALABILITY @ CARUSO • Empower Caruso to grow along its envisioned scenarios • Satisfy requirements for global availability • Enable local deployments in any geographic region (e.g., Frankfurt for the EU) POWERED BY CLOUD INFRASTRUCTURE • Global availability • State of the art security and scalability
35. 46 SECURITY DATA PROVIDER DATA CONSUMER End-to-End Security Approach: • Security by Design • Strong conceptual and technical partners (Auth0, AWS, Fraunhofer, …) • Continuous security reviews • Ongoing risk management Brokering & Marketplace: • Adherence to privacy laws • Full traceability of all transactions • Role based access management • Extensive logging and monitoring • Manipulation-proof Infrastructure: • Uses Amazon Web Services technology • Based on AWS cloud security (Firewalls, DDoS protection, high availability, …) • Hosted by AWS or German provider • Multi-tenancy per partner / scenario Connections & APIs: • Authenticated access (Auth0, API Keys) • Encrypted communication (TLS) • Security planning and regular reviews on scenario level
36. 47 LAWFULNESS OF DATA PROCESSING Neutral Server Data Provider Data Consumer / Service Provider User has account with uses service from has account with uses service from needs (personal) data from requests (personal) data from requests (personal) data from Car (VIN) VIN known in VIN known in Ensure lawfulness of personal data processing Ensure lawfulness of personal data processing Ensure lawfulness of personal data processing Trust handling of personal data
37. 48 Caruso TRUSTED SERVICE EXECUTION @ CARUSO Service Consumer / Data Provider Service Consumer / Data Provider Caruso provide data provide data Data Management / Brokering / Protection Adapter Adapter Service Provider Service Execution Environment Service Consumer / Data Provider Partner Service provide data Data Storage Partner Service develop deploy User Partner Service Partner Service Data & Service Marketplace
38. 49 MARKETPLACE UI
39. 50 MARKETPLACE UI Get partners into the ecosystem, invest into the platform Demonstrate with a mix of real and mocked partners Become concrete quickly, a prototype system can help Consider when to switch from prototype to product mode
40. 51 CARUSO PLATFORM AND ECOSYSTEM EVOLUTION Time Platform Status #Data Providers #Data Consumers Time Network Effects „Volume“ by Data Providers „Volume“ by Data Consumers Business Volume via Caruso More services More benefits More data More vehicles
41. 52 Business Technology Legal Core Vision Strategy Engineering Usage Operation Governance Organization Partner Scouting Casting & Matching Pairing & Engagement Technical Scouting Collaboration Evaluation Partners Establishment Exploitation Nurturing Community Observation Exploration Analysis Intervention Competitors Known Other Players Platform Economy Fraunhofer Digital Ecosystems Reference Model Ecosystem architecture is more than the architecture of a software system: Overall partner landscape with roles of partners Aligned business models Relationships: flow of data, services, money, legal relationships Platform as the central and connecting element End-to-end interplay of all IT-systems to achieve quality End-to-end processes across partners to achieve overall quality
42. 53 Industrie 4.0 Smart Farming Smart Energy Smart Mobility Smart Health Smart Rural Areas Smart Teams Smart X Digital Ecosystems Ecosystems are available to learn from Watch carefully what is transferrable
43. 54 Making Ecosystems and Platforms Tangible
44. © Fraunhofer IESE 56 CHALLENGES ON MODELLING SOFTWARE ECOSYSTEMS ◼ There are only limited tools to discuss the platform and service design in a team. ◼ The modelling languages for Software Ecosystems are immature and complex. ◼ Large number and types of roles lead to unclear relationships in Software Ecosystems. ◼ The impact of business rules and service flows on the entire business strategy is unclear. ◼ It is hard to keep in mind the big picture (business, technology, legal) of the entire ecosystem while working on one of the many details.
45. © Fraunhofer IESE 57 ECOSYSTEM PURPOSE
46. © Fraunhofer IESE 58 ECOSYSTEM MAP
47. © Fraunhofer IESE 59 ECOSYSTEM ROLES Platform Creator Platform Operator Competitor Service Owner Content Provider Supporter (Technology Provider / Legal Consultant /…) PLATFORM LEVEL BUSINESS LEVEL CONSUMER LEVEL Service Consumer B2B Service Consumer B2C CONSUMER’S COSTUMER LEVEL Service Consumer B2B‘s Customer B2B Service Consumer B2B‘s Customer – B2C Service Consumer B2B‘s Customer B2B‘s Customer – B2C USER USER USER USER USER USER USER USER USER USER Content Provider C2B USER
48. © Fraunhofer IESE 60 SERVICE BLUEPRINT
49. © Fraunhofer IESE 61 SERVICE MAP
50. © Fraunhofer IESE 62 Where to go now with Platforms and Ecosystems? ◼ Increasing number of ecosystems / platforms to join! ◼ Overlapping but different ◼ Join multiple to see what happens? ◼ Which will survive? ◼ Create something own? ◼ European vs. global initiatives? ?
51. 64 Digitization? Digitalization? Digital Transformation? Ecosystems? Platforms? https://www.caruso-dataplace.com/ http://architecture.iese.fraunhofer.de/ https://blog.iese.fraunhofer.de/category/architecture/