IESE Webinar 2020 - Aufbruch zu Digitalen Ökosystemen

Digitale Ökosysteme und Plattformökonomie sind in aller Munde seit Unternehmen wie AirBnB oder Uber ganze Wirtschaftsdomänen in ziemlich kurzer Zeit drastisch umgestaltet haben. Deutsche und europäische Unternehmen – auch solche, die sich aktuell nicht als Softwareunternehmen fühlen – müssen sich überlegen, wie sie sich positionieren möchten. Wollen sie sich existierenden oder entstehenden Digitalen Ökosystemen anschließen oder erkennen sie eine Chance darin, selbst ein Digitales Ökosystem zu initiieren und zu etablieren? Und wie gelingt dieser Start am besten? Das Webinar erläutert, was Digitale Ökosysteme sind, welche Chancen sie Unternehmen bieten und was Unternehmen tun können, um Digitale Ökosysteme erfolgreich zu gestalten und aufzubauen. Denn: Das Thema ist zu wichtig für eine Alleinherrschaft des Silicon Valley!

Transcript

1. Aufbruch zu Digitalen Ökosystemen Digitale Ökosysteme beginnen dort, wo die Komfortzone aufhört Dr. Matthias Naab Dr. Marcus Trapp 27.04.2020 | Webinar
2. Der richtige Alpinismus beginnt dort, wo der Spaß aufhört. 14.01.2018, Mannheim, “Weltberge“
3. Technology changes Media & Data with Digital Products Technology changes Markets & Industries with Digital Processes Technology changes Economy & Society with Digital Business Models Digitization Digital Transformation Digitalization
4. 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 Digital Ecosystems
5. © Fraunhofer IESE 15
6. © Fraunhofer IESE 16
7. © Fraunhofer IESE 18 Digital Ecosystems ◼ Socio-technical system (organizations, 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
8. © Fraunhofer IESE 19 Ecosystem Service ◼ Collaboration based on ecosystem service ◼ Generates core benefit of the ecosystem ◼ Provided by ecosystem initiator ◼ Provided purely digitally Ecosystem Service
9. © Fraunhofer IESE 20 Airbnb Lodging offers brokering of private accommodations provided by private hosts for travelers
10. © Fraunhofer IESE 21 Ecosystem Service Goal PRIVATE HOSTS TRAVELERS PRIVATE ACCOMODATIONS BROKERING AIRBNB LODGING
11. © Fraunhofer IESE 22 Ebay Marketplace offers auctioning of any kind of goods provided by sellers for buyers
12. © Fraunhofer IESE 28 Uber Ride offers brokering of transportation provided by private drivers for passengers
13. © Fraunhofer IESE 31 AVIATAR offers brokering of maintenance data provided by aircraft component manufactures for airlines
14. © Fraunhofer IESE 34 HERE offers pre-processing of location data provided by car and component manufactures for manufactures of autonomous cars
15. © Fraunhofer IESE 38 Flixbus offers brokering of transportation provided by bus companies for passengers
16. © Fraunhofer IESE 39 SAST offers brokering of security camera apps provided by software developers for industrial consumers
17. © Fraunhofer IESE 41 <Ecosystem Service Name> offers <Activity> of <Assets> provided by <Asset Providers> for <Asset Consumers> <Ecosystem Service Provider> Ecosystem Service Description Template
18. © Fraunhofer IESE 43 Digital Platform ◼ Core technical aspect 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
19. © Fraunhofer IESE 44 Technology Platform Digital (Ecosystem) Platform Application / 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”
20. © Fraunhofer IESE 45 1 Digital (Ecosystem) Platform Application / 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
21. © Fraunhofer IESE 46 Platform Economy Digital Ecosystem Platform Economy is an economic principle ◼ Clear economic interest ◼ Multi sided markets ◼ Direct relationships between participants ◼ Transactions realized over digital platform ◼ Means of production and traded assets are external to the platform Direct Business Relations
22. © Fraunhofer IESE 47 Digital Ecosystem Platform Economy Ecosystem
23. © Fraunhofer IESE 48 Digital Ecosystem No Platform Economy Ecosystem
24. © Fraunhofer IESE 49 Different Constellations of Ecosystem Partners Types All partners of same type e.g. Tinder, WhatsApp Provider / consumer e.g. AirBnB, Uber Most frequent constellation More partner types e.g. Deliveroo Rather rare constellation
25. © Fraunhofer IESE 50 Digital Ecosystem with more than 1 Ecosystem Service ◼ Typically start with one ecosystem service ◼ Optional: Add services with tight (business) connection later ◼ Without connection: separate digital ecosystems ◼ With only technical connection: separate digital ecosystems Digital Platform
26. © Fraunhofer IESE 51 Digital Ecosystem Multiple Ecosystem Services
27. © Fraunhofer IESE 59 Domain Ecosystem ◼ Established business ecosystem in a business domain ◼ Existing players and relationships
28. © Fraunhofer IESE 60 Domain Ecosystem ◼ Digital ecosystems emerge and address needs ◼ Competing digital ecosystems possible ◼ Various digital ecosystems possible
29. Industrie 4.0 Smart Farming Smart Energy Smart Mobility Smart Health Smart Rural Areas Smart Teams Smart X Smart Ecosystems
30. © Fraunhofer IESE 72 Mobility Internet Giants OEMs Suppliers (1st Tier ) Material & Tool Suppliers User Mobility Workshops Roadside Assistance Diagnostics Parts Trade Ambulance Dealership Gas Stations Leasing Insurance
32. ECOSYSTEM WITH DIGITAL MARKETPLACE PLATFORM OEM TANK STATION B2C Example Technical Legal Business Car Driver
33. INITIAL PLAYERS D A T A P R O V I D E R D A T A C O N S U M E R
34. Cross-Domain and Overlapping Digital Ecosystems Car Manufacturers (> 102) Insurance Comp. Car Rental Comp. Smartphone and App Users (> 108) Drivers (> 105) Passengers (> 107) Bus Companies (> 103) Passengers (> 105)
35. Passengers (> 105) Cross-Domain and Overlapping Digital Ecosystems Car Manufacturers (> 102) Drivers (> 105) Bus Companies (> 103) Insurance Comp. Car Rental Comp. Smartphone and App Users (> 108) Passengers (> 107) MOBILITY Domain Ecosystem INSURANCE Domain Ecosystem
36. Passengers (> 105) Cross-Domain and Overlapping Digital Ecosystems Car Manufacturers (> 102) Drivers (> 105) Bus Companies (> 103) Insurance Comp. Car Rental Comp. Smartphone and App Users (> 108) Passengers (> 107) APP Domain Ecosystem
37. © Fraunhofer IESE 83 Boundaries and Roles in Digital Ecosystems Ecosystem Initiator Service Provider Platform Operator Participants, Asset Providers Participants, Asset Consumers Partners Partners
38. It cannot be that difficult with that Digital Ecosystem stuff … We already built the platform … We just call our stuff „Ecosystem“ It‘s our ecosystem … the key benefit must be ours That‘s exactly what our CDO is doing No one else can establish such an ecosystem, we have the expertise Small innovations will also lead us into the future We just care about our organization We will define the business model later … The partners do not have any alternative The ecosystem needs to create ROI after 18 months We hire consultants to create our ecosystem
39. … unfortunately it’s beyond your Comfort Zone! Big Picture End-to-End Long-term Thinking Patience Data Driven Business Value Networks Balanced Interests Missing overall Control Across Organizations Diversity Uncertainty No clear Path and Method
40. 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 OTHER KNOWN PLAYERS Platform Economy Fraunhofer Digital Ecosystems Reference Model Google Apple Facebook Amazon Microsoft Samsung
41. TANGIBLE ECOSYSTEM DESIGN SERVICE BLUEPRINT SERVICE MAP MOTIVATION MATRIX
43. Ecosystem Evolution Time Time Network Effects More Services More Benefits More Asset Types Business Volume Volume by Asset Consumers #Asset Consumers Volume by Asset Providers #Asset Providers Platform Status
44. From the Outside, it seems to be just a Website 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
46. ◼ Develop Vision ◼ Invent Requirements ◼ Invent new Business 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
47. ◼ Invite People ◼ Convince People ◼ Motivate People ◼ Fight against Prejudices ◼ Travel Globally (a lot!) ◼ Know the Domains ◼ Speak the Domain’s Language ◼ Adopt new Domains quickly
48. ◼ Design Global User Journey ◼ Consider End-to-End Usage ◼ Consider Software and Hardware ◼ Prepare Ecosystem UX ◼ Transport UX to Contributors ◼ Inspire Contributors ◼ Design SDK UX for Developers
49. ◼ Enable Business Models (+ Billing and Accounting) ◼ Integrate 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
50. ◼ Establish Culture of Collaboration ◼ Nurture Community ◼ Clarify Responsibilities ◼ Offer Incentives ◼ Mediate Conflicts ◼ Prepare Legal Matters ◼ Enforce Entry and Exit Barriers ◼ Qualify and Certify Partners
51. ◼ Support the Ecosystem Vision ◼ Staff Team Ecosystem ◼ 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
52. ◼ Accept that Software Drives Innovation ◼ Exploit that Software Drives Innovation ◼ Integrate Business and Technology ◼ Work across Domains ◼ Recognize the Big Picture ◼ Design the Big Picture ◼ Illustrate the Big Picture ◼ Communicate the Big Picture ◼ Get Rid of Legacies ◼ Collaborate Closely ◼ Start Small ◼ React to Change ◼ Grow Big
53. ◼ Understand that not all future Task are Ecosystem-specific Task ◼ Understand the Ecosystem ◼ Understand your Company’s Role ◼ Understand Interdependencies ◼ Align with other SE Disciplines ◼ Develop Software ◼ Operate Software ◼ Collaborate Closely ◼ Be Flexible
56. SOWOHL NEUE WERTSCHÖP FUNG
57. ÖKOSYSTEM E BRINGEN CHANCEN, BEDEUTEN ABER VERÄNDERU NG
58. VERÄNDER UNG BRAUCHT ÜBERZEUG UNG
59. SCHNELLE MASSE IST NACHHALTI GER ALS SCHNELLER GEWINN
60. NICHT ALLES SELBST
61. PARTNER- REIHENFOL GE BEACHTEN
62. ALLE PARTNER BRAUCH
63. PARTNER HANDELN EIGENSTÄ NDIG
64. OFFENHE IT EXPLIZIT GESTALT EN
65. THINK BIG, START SMALL
66. ÖKOSYSTEM EXPLIZIT ENTWERFEN (ENDE-ZU- ENDE DENKEN)
67. BEIM ENTWER FEN
68. MARKT- BEGLEIT ER KENNEN
69. Aufbruch zu Digitalen Ökosystemen Digitale Ökosysteme beginnen dort, wo die Komfortzone aufhört Dr. Matthias Naab Dr. Marcus Trapp 27.04.2020 | Webinar