SATURN 2019 - Tangible Ecosystem Design - Architecting digital ecosystems for disruptive services

Transcript

1. Tangible Ecosystem Design – Architecting Digital Ecosystems for Disruptive Services Matthias Naab SATURN 2019 Pittsburgh
2. iPhone 2007 1950 2020 2010 1990 1970 1960 2000 1980 Airbnb Uber Spotify Digital Transformation Industry 4.0 Platform Economy Expectations towards Software Capabilities of Software Software Crisis 1968 DotCom-Boom 2000 Agile Manifesto iPod 2001 iTunes Store 2003 Software-intensive Business
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. 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. Digital Ecosystems
6. Smart Farming
7. Smart Mobility
8. Smart Teams
9. Smart Teams
10. Industry 4.0
11. Smart Health
12. Smart Rural Areas
13. Smart Energy
14. Industrie 4.0 Smart Farming Smart Energy Smart Mobility Smart Health Smart Rural Areas Smart Teams Smart X Digital Ecosystems
15. Mobility Internet Giants OEMs Suppliers (1st Tier ) Material & Tool Suppliers User Mobility Workshops Roadside Assistance Diagnostics Parts Trade Ambulance Dealership Gas Stations Leasing
17. ECOSYSTEM WITH B2B MARKETPLACE PLATFORM DATA PROVIDER DATA CONSUMER B2B B2C B2B2C Brokering Data & Services Technical Legal Business
18. ECOSYSTEM WITH B2B MARKETPLACE PLATFORM OEM TANK STATION B2C Example Technical Legal Business Car Driver
19. 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
20. Key Challenges in Digital Ecosystems
21. Diversity
22. Uncertainty
23. End-to-End Qualities
24. Value Networks
25. Complexity
26. Data Driven Business
27. Diversity Uncertainty End-to-End Qualities Value Networks Complexity Data Driven Business Key Challenges in Digital Ecosystem
28. 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
30. 53 Tangible Design of Ecosystems
41. 65 The "Tangible Ecosystem Design Method“ supports the modelling of Digital Ecosystems in an interactive workshop with participants that are in charge of its creation. GOAL
42. 67 ECOSYSTEM PURPOSE
45. 73 SERVICE BLUEPRINT
46. © Fraunhofer IESE 75 SERVICE BLUEPRINT USER ACTIONS SYSTEM ACTIONS IN THE BACKGROUND NON IT PRE-CONDITIONS INTERACTIVE SYSTEM ACTIONS LINE OF VISIBILITY
64. 116 SERVICE MAP
66. ECOSYSTEM PLAYERS AS PLAYMOBIL TOYS PLATFORM LEVEL PLATFORM OWNER SERVICE PROVIDER RESOURCE PROVIDER B2B SUPPORT PROVIDER SERVICE CONSUMER B2B SERVICE CONSUMER B2B‘S CUSTOMER B2B COMPETITOR RESOURCE PROVIDER C2B SERVICE CONSUMER B2B‘S CUSTOMER B2C SERVICE CONSUMER B2B‘S CUSTOMER B2B‘S CUSTOMER B2C SERVICE CONSUMER B2C SERVICE LEVEL
74. 137 MOTIVATION MATRIX
75. © Fraunhofer IESE 138 MOTIVATION MATRIX
78. 155 ECOSYSTEM MAP
80. © Fraunhofer IESE 165 Where is your place and future as an architect? ?
81. © Fraunhofer IESE 166 Tangible Ecosystem Design – Architecting Digital Ecosystems for Disruptive Services Matthias Naab SATURN 2019 Pittsburgh