Generic Business Model Types for Enterprise Mashup Intermediaries
SYSTEMATIC THOUGHT LEADERSHIP FOR INNOVATIVE BUSINESS
Volker Hoyer1 2 and Katarina Stanoevska-Slabeva2
1
SAP Research Center St. Gallen, Switzerland 2 University of St. Gallen, =mcminstitute, Switzerland
Generice Business Model Types Executive Summary
Business Needs
Current discussion in the scientific community is limited on technical aspects Business models for these new kinds of grassroots platforms
Interaction Phase Model for Enterprise Mashup Environments Organization similar to communities and electronic markets. Identification of three business model types (Discovery, broker, marketplace)
Technology Trends
Problem Statement
Design: Interaction Phase Model
Growing numbers of company internal and external Web-based resources based on open standards New upcoming tools to create adhoc enterprise-class applications without any programming skills
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 2
Contribution to Knowledge Base Scientific: Interaction Phase Model as an artefact Practice: Guideline for designing Enterprise Mashup platforms
Agenda
1. 2. 3. 4. 5. 6.
Motivation and Problem Scope Research Approach: Design Science applied Related Work and Objectives of the Solution Design: Interaction Phase Model for Enterprise Mashup Intermediaries Demonstration: Multi-Case Studies Conclusion and Outlook
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 3
Motivation
Productivity
“Yes, we can!“ - From Automation to Peer Production
Automating Transactions
Adoption of ERP, CRM, SCM User assigned by management Users must comply with rules Often complex technolgy investment
Enabling collaboration and participation
Enterprise Mashups
Adoption of Corporate Technology 1990s
“
2009
Adoption of Web 2.0 tools User groups can form unexpectedly User engage in high degree of participation Technology investment often a lighweight overly to existing infrastructure
Time
An Enterprise Mashup is a Web-based resource that combines existing resources, be it content, data or application functionality, from more than one resource by empowering the actual end users to create individual information centric and situational applications”
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 4
Motivation
Research Question
Which features have to be provided by Enterprise Mashup Intermediaries in order to match supply and demand? What generic business model types exist?
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 5
Agenda
1. 2. 3. 4. 5. 6.
Motivation and Problem Scope Research Approach: Design Science applied Related Work and Objectives of the Solution Design: Interaction Phase Model for Enterprise Mashup Intermediaries Demonstration: Multi-Case Studies Conclusion and Outlook
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 6
Research Approach
Artefact Design
Objectives of the Solution
Identification of the Problem
Design Science applied
Research Methods Literature Analysis
Preliminary study on the practical need
Analysis of Enterprise Mashups
Interaction Model
Business Model
Interaction Phase Model for Enterprise Mashup Intermediaries (Knowledge, Intentions, Contract/Design, Settlement)
Artefact Demonstration
Generic Business Model Types (Directory, Broker, Marketplace)
Application of Interaction Phase (StrikeIron, Seekda, ProgrammableWeb.com, iGoogle, IBM Mashup Center)
* Peffers, K., Tuunanen, T., Rothenberger, M., Chatterjee, S. (2008). A Design Science Research Methodology for Information Systems Research. Journal of Management Information Systems, 24,3, 45-77. © SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 7
Literature Analysis
Literature Analysis Reference Modeling (Electronic Markets)
Multi-case (embedded) Studies
Agenda
1. 2. 3. 4. 5. 6.
Motivation and Problem Scope Research Approach: Design Science applied Related Work and Objectives of the Solution Design: Interaction Phase Model for Enterprise Mashup Intermediaries Demonstration: Multi-Case Studies Conclusion and Outlook
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 8
Enterprise Mashups
Enterprise Mashup Stack and User Roles*
Mashup
Compostion of Widgets (Wiring) to enterprise-class applications
Widget
User-friendly Building Blocks
Resource
Enterprise Mashup Stack
User Roles
Provide graphical and simple user interaction mechanism Abstracting from the complexity of the underlying resources Core Building Blocks Respresent actual content, data or application functionality Encapsulated via well-defined interfaces (APIs)
End users run Mashups Consume Mashup Personalize Mashup (e.g., change background color)
Product List
OK
Cancel
Key users create Mashups Add pre-build widgets (from the catalogue) Connecting widgets by wiring their in-/out- ports Consultants create Widgets Binding generic User Interfaces to resources Transforming and aggregating data (piping) Developers implement the services Create and deploy services Make resources available (e.g., RSS Feeds, SAP Enterprise Services)
* Hoyer, V., Stanoevska-Slabeva, K., Janner, T., Schroth, C. (2008). Enterprise Mashups: Design Principiles towards the Long Tail of User Needs. In Proceedings of the 2008 IEEE International Conference on Service Computing (SCC 2008). © SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 9
Enterprise Mashups
Interaction Agent Model*
Three Agent Roles well known from Electronic Markets and Service-Oriented Architectures (SOA) Provider implements and hosts a mashable component (Mashup, Widget, Resource) Intermediary mediates between providers and consumers (improving navigation, transparency and governance) Consumer is able to retrieve and compose Mashup components according to his individual needs * Hoyer, V., Stanoevska-Slabeva, K.: Towards a Reference Model for Grassroots Enterprise Mashup Environments, In: Proceedings of the 17th European Conference on Information Systems (ECIS), Verona, Italy, 2009 © SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 10
Business Models
Business Model Hierarchry*
Definition
Business Model Concept Business Model Concept
2 Business Model Types Business Model Type A
3
Business Model Type B
Company A
Framework What components belong into a business model?
Taxonomy of business model types
Instances (view of a company)
Business Model Company A
Conceptual Level
What is a business model?
Company B
Company B
Company C
Company C
Company D
Company D
Instance Level
1
Modelled instances
Real world company
* Osterwalder, A., Pigneur, Y., Tucci, C.L. (2005). Clarifying Business Models: Origins, Present, and Future of the Concept. Communications o fthe AIS, 15 © SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 11
Business Models
Business Model Hierarchry* MCM Business Model Concept Business Model Concept
Societal Environment
Business Model Concept Value Chain
Feature ofDefinition the specific Product What is a business model?
Conceptual Level
1
Financial Flow
Potential Customer Flow of Goods &What Services components belong into a
Framework
business model?
Feature of the
Interaction Phase Model specific Medium 2 Business Model Types Business Model Type A
Business Model Type B
Taxonomy of business model types
Multi-Case Studies Instances (view of a company)
Business Model Company A
Company A
Company B
Company B
Company C
Company C
Case 1
Company D
Company D
Case 2
Instance Level
3
Case 3
Case 5
Modelled instances
Real world company
* Osterwalder, A., Pigneur, Y., Tucci, C.L. (2005). Clarifying Business Models: Origins, Present, and Future of the Concept. Communications o fthe AIS, 15 © SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 12
Case 4
Agenda
1. 2. 3. 4. 5. 6.
Motivation and Problem Scope Research Approach: Design Science applied Related Work and Objectives of the Solution Design: Interaction Phase Model for Enterprise Mashup Intermediaries Demonstration: Multi-Case Studies Conclusion and Outlook
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 13
Interaction Phase Model Overview
Characteristics Organization similar to communities and electronic markets Permament loops between the converging design and runtime phases Real data sources © SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 14
Interaction Phase Model
Knowledge and Intentions Phase
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 15
Interaction Phase Model
Contract (Design) and Settlement Phase
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 16
Agenda
1. 2. 3. 4. 5. 6.
Motivation and Problem Scope Research Approach: Design Science applied Related Work and Objectives of the Solution Design: Interaction Phase Model for Enterprise Mashup Intermediaries Demonstration: Multi-Case Studies Conclusion and Outlook
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 17
Demonstration
Multi-Case Studies
Case 1: StrikeIron Case 2: Seekda Societal Environment
Value Chain
Feature of the specific Product Case 3: Programableweb.com Societal Environment Feature of the Case 4: iGoogle Gadgets Financial Flow specific Product Societal Environment Potential Feature of the Customer specific Product Case 5: IBM Mashup Center Financial Flow Flow of Goods & Services Interaction Phase Potential Societal Environment Feature of the Value Chain Customer specific Product Financial Flow Flow of Goods & Services Interaction Phase Feature of the Potential Societal Environment Feature of the Value Chain specific Medium Customer specific Product Financial Flow Flow of Goods & Services Interaction Phase Feature of the Potential Value Chain specific Medium Customer Financial Flow Flow of Goods & Services Interaction Phase Feature of the Potential Value Chain specific Medium Customer Flow of Goods & Services Interaction Phase Feature of the specific Medium Feature of the specific Medium
Multi-Case (embedded) Studies Unit of Analysis: Feature of the specific Product (Interaction Phase Model) © SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 18
Demonstration
Multi-Case Studies (Context)
Intermediary
StrikeIron
Seekda
Programmable Web.com
iGoogle Gadgets
IBM Mashup Center
Owner
StrikeIron
University of Innsbruck
John Musser
Google
IBM, Greenhouse Project
Supported mashable components
Resources
Resources (Web Services)
Resources (Web Services, REST, etc.)
Widgets
Resources, Widgets, Mashups
# components (Mashups, Widgets, Resources)
40 Resources
27813 Resources
1171 Resources 3731 Mashups
> 50.000 Widgets
475 Resources, 47 Widgets 107 Mashups
Active
2002 – today
2006 – today
2005 – today
2006 – today
2008 – today
Description
Traditional intermediary (heavy weight Web Services)
Web crawler, EU reserach project
Mashup intermediary
Consumer-oriented Mashup platform
Commercial Enterprise Mashup platform
General Information
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Demonstration
Multi-Case Studies (Knowledge and Intentions Phase) Intermediary
StrikeIron
Seekda
Programmable Web.com
iGoogle Gadgets
IBM Mashup Center
Component description
Name, description, features, benefits, price conditions
Name, provider, user ratings, tags, availability
Name, provider, tags, ratings, data added, licensing
Name, provider, widget preview, popularity, rating
Name, provider, popularity, version, rating
Aggregation of collegected information about compponent‘s quality
Monitoring of performance and uptime
Extensive analysis of the availability (i.e., response time)
-
-
Popularity
Browsing/ discovery of the catalogue
Free text search, sort by categories
Free text search, most used, recently found services, providers by country, tag cloud
Free text search, sort by categories, newest, most popular, API scorecard, Mashup matrix, tag clould
Free text search, sort by categories, hottest, most users, newest
Free text search sort, by categories, top ratings, most popular, tag cloud
Certification
-
-
-
-
-
Components Annotations
-
Tagging, ratting, reviewing
Tagging, rating, reviewing
Tagging, rating, reviewing, sharing (Google contacts)
Tagging, rating, reviewing
Publication of Mashup components
-
Online form to add resources (URL) for the crawling engine
Online form and API to add a resource or Mashup
Adding of new widgets/ feeds (URL)
Provider is able to specify the permission of a component
Promotion of components
-
-
-
-
-
Knowledge Phase
Intentions Phase
Please find the details in the paper.
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Demonstration
Multi-Case Studies (Contract and Settlement Phase) Intermediary
StrikeIron
Seekda
Programmable Web.com
iGoogle Gadgets
IBM Mashup Center
Design and creation of an individual working environment/ application
Sample application allows tesing of a component
A Web Services invoker allows to test a Web Service,; a real design environment does not exist
-
Individual Mashup with several themes and so-called Google gadgets (widgets) can be added to the environment
It allows to create an individual Mashup by adding widgets from the catalogue.
Composition of mashable components
-
-
-
-
Widgets can be wired, resources can be piped with each others.
Composition matching
-
-
-
-
-
Monitoring the consumption of mashable components and consumer behavior
-
Long term database monitors the availability of the Web Services.
The popularity of APIs is documented indirectly.
Popularity based on the consumer consumption is documented
Popularity based on the consumer consumption is documented.
Billing usage of mashable components
Commercial agreements and sales conditions
-
-
-
-
Management of the payment
Online subscription with credit card payment
-
-
-
-
Contract (Design) Phase
Settlement Phase
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Demonstration
Generic Business Model Types
1
Definition
Business Model Concept
What is a business model?
Directory
3
Broker
Marketplace
Business Model ProgrammableWeb IBM Mashup Center
Programmable Web.Com
IBM Mashup Center
Seekda
Seekda
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StrikeIron
StrikeIron
Instance Level
2 Business Model Types
Conceptual Level
Interaction Phase Model
Framework What features are supported by an Mashup intermediary?
Taxonomy of business model types
Instances (view of an Mashup intermediary)
Modelled instances
Real world intermediaries
Agenda
1. 2. 3. 4. 5. 6.
Motivation and Problem Scope Research Approach: Design Science applied Related Work and Objectives of the Solution Design: Interaction Phase Model for Enterprise Mashup Intermediaries Demonstration: Multi-Case Studies Conclusion and Outlook
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 23
Conclusion and Outlook
Interaction Phase Model for classifying Business Model Types for Enterprise Mashup Intermediaries Three generic Business Model Types (Directory, Broker, Marketplace) Contribution to the Knowledge Base according to the three cycles of design science research as proposed by Hevner Scientific: Interaction Phase Model as an artefact Practice: Guideline for designing Enterprise Mashups environments (Platform as a Service, PaaS)
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 24
Future Work
Enterprise Mashup Platform as a Marketplace
1
Definition
Business Model Concept
What is a business model?
Directory
3
Broker
Marketplace
Business Model ProgrammableWeb IBM Mashup Center
Programmable Web.Com
IBM Mashup Center
Seekda
Seekda
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 25
RoofTop
RoofTop
Instance Level
2 Business Model Types
Conceptual Level
Interaction Phase Model
Framework What features are supported by an Mashup intermediary?
Taxonomy of business model types
Instances (view of an Mashup intermediary)
Modelled instances
Real world intermediaries
Future Work
SAP Research RoofTop Marketplace Prototype
Knowledge Intentions Contract (Design) Settlement
© SAP 2009 / Generic Business Model Types for Enterprise Mashup Intermediaries / Page 26
Thank you! Contact Volker Hoyer =mcminstitute, University of St. Gallen and SAP Research Center St. Gallen Blumenbergplatz 9 9000 St. Gallen Switzerland http://www.mcm.unisg.ch, http://www.sap.com/research
[email protected],
[email protected]
© SAP 2008 /Enterprise Mashups: Design Principles towards the Long Tail of User Needs / Page 27
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