OOP 2020 - Digitale Ökosysteme beginnen dort, wo die Komfortzone aufhört

Digitale Ökosysteme leben von einer starken Vernetzung über Unternehmensgrenzen hinweg und ermöglichen neue Geschäftsmodelle. Dadurch begegnen Softwarearchitekten neuen Herausforderungen, wie z.B. ein besonders hoher Grad an Unbekanntem oder Sicherstellung von Ende-zu-Ende Qualität, jenseits des klassischen EAMs. Wir bieten Architekten einen zugeschnittenen Crashkurs in digitalen Ökosystemen und Plattformökonomie, zeigen Chancen und Herausforderungen für Architekten auf und geben pragmatische Tipps, was Architekten tun oder lassen sollten.

Transcript

1. Digitale Ökosysteme beginnen dort, wo die Komfortzone aufhört Matthias Koch Dr. Matthias Naab Dr. Marcus Trapp 04.02.2020 | OOP | München
2. Der richtige Alpinismus beginnt dort, wo der Spaß aufhört. 14.01.2018, Mannheim, “Weltberge“
3. © Fraunhofer IESE 11 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. © Fraunhofer IESE 12 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 14
6. © Fraunhofer IESE 15 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
7. © Fraunhofer IESE 16 Ecosystem Service ◼ Collaboration based on ecosystem service ◼ Generates core benefit of the ecosystem ◼ Provided by ecosystem initiator ◼ Provided purely digitally Ecosystem Service
8. © Fraunhofer IESE 17 Airbnb Lodging offers brokering of private accommodations provided by private hosts for travelers
9. © Fraunhofer IESE 18 Ecosystem Service Goal PRIVATE HOSTS TRAVELERS PRIVATE ACCOMODATIONS BROKERING AIRBNB LODGING
10. © Fraunhofer IESE 19 Ebay Marketplace offers auctioning of any kind of goods provided by sellers for buyers
11. © Fraunhofer IESE 25 Uber Ride offers brokering of transportation provided by private drivers for passengers
12. © Fraunhofer IESE 28 AVIATAR offers brokering of maintenance data provided by aircraft component manufactures for airlines
13. © Fraunhofer IESE 29 energybase offers management of electricity provided by homeowners for municipal works
14. © Fraunhofer IESE 30 Blacklane offers brokering of chauffeur services provided by professional chauffeurs for companies, travel agencies or airlines
15. © Fraunhofer IESE 31 HERE offers pre-processing of location data provided by car and component manufactures for manufactures of autonomous cars
16. © Fraunhofer IESE 32 Upwork offers brokering of work force provided by independent professionals for companies
17. © Fraunhofer IESE 33 betterplace.org offers brokering of donations provided by donors for aid organizations
18. © Fraunhofer IESE 34 XOM Materials offers brokering of materials provided by suppliers for industrial consumers
19. © Fraunhofer IESE 35 <Ecosystem Service Name> offers <Activity> of <Assets> provided by <Asset Providers> for <Asset Consumers> <Ecosystem Service Provider> Ecosystem Service Description Template
20. © Fraunhofer IESE 37 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
21. © Fraunhofer IESE 38 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”
22. © Fraunhofer IESE 39 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
23. © Fraunhofer IESE 40 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
24. © Fraunhofer IESE 41 Digital Ecosystem Platform Economy Ecosystem
25. © Fraunhofer IESE 42 Digital Ecosystem No Platform Economy Ecosystem
26. © Fraunhofer IESE 43 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
27. © Fraunhofer IESE 44 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
28. © Fraunhofer IESE 45 Digital Ecosystem Multiple Ecosystem Services
29. © Fraunhofer IESE 53 Domain Ecosystem ◼ Established business ecosystem in a business domain ◼ Existing players and relationships
30. © Fraunhofer IESE 54 Domain Ecosystem ◼ Digital ecosystems emerge and address needs ◼ Competing digital ecosystems possible ◼ Various digital ecosystems possible
31. © Fraunhofer IESE 64 Industrie 4.0 Smart Farming Smart Energy Smart Mobility Smart Health Smart Rural Areas Smart Teams Smart X Smart Ecosystems
32. 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)
33. 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
34. 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
35. © Fraunhofer IESE 77 Boundaries and Roles in Digital Ecosystems Ecosystem Initiator Service Provider Platform Operator Participants, Asset Providers Participants, Asset Consumers Partners Partners
36. 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
37. © Fraunhofer IESE 96 … 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
38. © Fraunhofer IESE 97 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
39. © Fraunhofer IESE 109 Tangible Design of Ecosystems
40. 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
41. 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
42. © Fraunhofer IESE 227
43. © Fraunhofer IESE 228 ◼ 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
44. © Fraunhofer IESE 229 ◼ 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
45. © Fraunhofer IESE 230 ◼ 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
46. © Fraunhofer IESE 231 ◼ 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
47. © Fraunhofer IESE 232 ◼ Establish Culture of Collaboration ◼ Nurture Community ◼ Clarify Responsibilities ◼ Offer Incentives ◼ Mediate Conflicts ◼ Prepare Legal Matters ◼ Enforce Entry and Exit Barriers ◼ Qualify and Certify Partners
48. © Fraunhofer IESE 233 ◼ 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
49. © Fraunhofer IESE 234 ◼ 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
50. © Fraunhofer IESE 235 ◼ 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
51. © Fraunhofer IESE 236
52. © Fraunhofer IESE 247 Alliances & Joint Ventures Digital Ecosystems enabled through: Start-Ups & Spin-Offs Internal Departments Internal 1-Man-Show ?
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67. © Fraunhofer IESE 277 Digitale Ökosysteme beginnen dort, wo die Komfortzone aufhört Matthias Koch Dr. Matthias Naab Dr. Marcus Trapp 04.02.2020 | OOP | München