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Digitale Ökosysteme – Engineering the Digital Future Claudia Nass-Bauer Dr. Dominik Rost BITKOM | 26.09.2019

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© Fraunhofer IESE 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

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© Fraunhofer IESE Ecosystem Service ◼ Collaboration based on ecosystem service ◼ Offered by ecosystem initiator ◼ Generates core benefit ◼ Provided purely digitally Ecosystem Service

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© Fraunhofer IESE Brokering sleeping accommodations offered by private persons to travelers

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© Fraunhofer IESE Online auction house for selling and buying goods of any kind

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© Fraunhofer IESE 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 Generation of Benefit

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© Fraunhofer IESE Ecosystem Service ◼ Types ◼ Communication (WhatsApp) ◼ Social Media (Instagram) ◼ Content Crowdsourcing (YouTube) ◼ Marketplace (AirBnB) ◼ Service Booking (Uber) ◼ … ◼ Typically start with one ecosystem service ◼ Additional services with tight connection later Ecosystem Service

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© Fraunhofer IESE 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 Plattform

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© Fraunhofer IESE Platform Economy Digital Ecosystem ◼ Platform Economy: economic principle ◼ Multi sided markets ◼ Direct relationships between participants ◼ Transactions realized over digital platform ◼ External means of production and traded assets ◼ Clear economic interest Direct Business Relation

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© Fraunhofer IESE Digital Ecosystem Platform Economy Ecosystem

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© Fraunhofer IESE Digital Ecosystem No Platform Economy Ecosystem

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© Fraunhofer IESE Domain Ecosystem ◼ Established business ecosystem in a business domain ◼ Existing players and relationships

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© Fraunhofer IESE Domain Ecosystem ◼ Digital ecosystems emerge and address needs ◼ Competing digital ecosystems possible ◼ Various digital ecosystems possible

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© Fraunhofer IESE Industrie 4.0 Smart Farming Smart Energy Smart Mobility Smart Health Smart Rural Areas Smart Teams Smart X Domain Ecosystems

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© Fraunhofer IESE Domain Ecosystem Example: Mobility Internet Giants OEMs Suppliers (1st Tier ) Material & Tool Suppliers User Mobility Workshops Roadside Assistance Diagnostics Parts Trade Ambulance Dealership Gas Stations Leasing

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© Fraunhofer IESE

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© Fraunhofer IESE Digital Ecosystem with Marketplace Platform OEM WORKSHOP CHAIN B2C Example Technical Legal Business Car Driver

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© Fraunhofer IESE Boundaries and Roles in Digital Ecosystems Ecosystem Initiator Service Provider Platform Operator Participants Participants Partners: Asset Providers Partners: Asset Consumers

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© Fraunhofer IESE 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

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE Tangible Design of Ecosystems

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© Fraunhofer IESE 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

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© Fraunhofer IESE ECOSYSTEM PURPOSE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE SERVICE BLUEPRINT

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© Fraunhofer IESE SERVICE BLUEPRINT USER ACTIONS SYSTEM ACTIONS IN THE BACKGROUND NON IT PRE-CONDITIONS INTERACTIVE SYSTEM ACTIONS LINE OF VISIBILITY

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE SERVICE MAP

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© Fraunhofer IESE

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ECOSYSTEM PLAYERS AS PLAYMOBIL TOYS PLATFORM LEVEL PLATFORM OPERATOR ECOSYSTEM SERVICE PROVIDER ASSET PROVIDER B2B SUPPORT PROVIDER ASSET CONSUMER B2B ASSET CONSUMER B2B‘S CUSTOMER B2B COMPETITOR ASSET PROVIDER C2B ASSET CONSUMER B2B‘S CUSTOMER B2C ASSET CONSUMER B2B‘S CUSTOMER B2B‘S CUSTOMER B2C ASSET CONSUMER B2C SERVICE LEVEL

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ECOSYSTEM PLAYERS AS PLAYMOBIL TOYS PLATFORM LEVEL PLATFORM OPERATOR ECOSYSTEM SERVICE PROVIDER ASSET PROVIDER B2B SUPPORT PROVIDER ASSET CONSUMER B2B ASSET CONSUMER B2B‘S CUSTOMER B2B COMPETITOR ASSET PROVIDER C2B ASSET CONSUMER B2B‘S CUSTOMER B2C ASSET CONSUMER B2B‘S CUSTOMER B2B‘S CUSTOMER B2C ASSET CONSUMER B2C SERVICE LEVEL

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE MOTIVATION MATRIX

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© Fraunhofer IESE MOTIVATION MATRIX

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© Fraunhofer IESE

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© Fraunhofer IESE

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© Fraunhofer IESE Vorgehensweise ERKENNTNIS ERKENNTNIS Digital Service A

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© Fraunhofer IESE Where is Our Place in Ecosystems? ?