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Benjamin Cave – Trainer
@cave_ben3 May 2023
Business Innovation with Open Data
Tom Hunter - Innovation Consultant
Open Data Institute
Happy Valentine’s Day!
Understand and be able to develop new open data business models
Session aim
Our Session will be interactive:
• Group Discussions
• Open Data business model canvass
1. The Data Spectrum 14:35 – 14:50
2. Understanding the business case for OD
3. Building an OD business model
15:50 – 16:25
Value Propositions for Open DataRevenue Models for Open Data
14:50 – 15:1515:15 – 15:50
Agenda
The Data Spectrum
Part 1
Closed, Shared & Open DataBarriers to Openness
Open Data DefinitionOpen Data is …
Data that anyone can access, use or share.
Open Data Definition
• can be linked • is available in a standard, structured format • has guaranteed availability and consistency over
time• is traceable, through any processing, right back to
where it originates
Good Open Data …
Data Spectrum SlideInsert Content
Discussion
Where does data currently sit in your organization?
What are the main barriers to moving data from closed to shared / open?
In groups, 5 minutes
Barriers to openness
Loss of quality
Lack of business case / business model
Lack of ResourceLoss of brand value
Loss of controlPrivacy
Unwanted spillover effects
Part 2
Understanding the Business Case for Open Data
Value Propositions and Revenue Models
Step 1 – Defining the value proposition
“A value proposition is the solution to your customer’s
problem”
Discussion
What is the value proposition of open data to your organization?
In groups, 10 minutes
What is the value of open data?
Open data is free - value no-longer comes from data itself, but products and services – added value developed for the marketEase of use
Behaviour changeImprove innovationIncrease performance
Reduce client costReduce your costsReduce riskIncrease accessibilityBuild new partnershipsImprove a brandSolidify value propositionBenchmark your performance
Step 2 – Finding the right revenue model
“A revenue model is a framework that identifies
what value to offer, how to price the value, and who pays
for the value”
What models are working for open data right now?
OD Businesses Archetypes
EnablersFacilitate the supply and/or use of open data, but are not themselves users or re-users of open data
Publish their data via an open interface and allow others to use it
Suppliers
Aggregators
Design, build and sell web-based, smart phone, tablet applications for consumption
DevelopersCollect and aggregate open data, and sometimes other proprietary data
EnrichersUse open data to enhance existing products and services through better insights.
Discussion (altogether)
Which archetype best describes your organization?
Could you play the role of any other archetypes?
Sectors of OD businesses
Most popular data types
How they got the data
OD Revenue Models
Premium
Freemium
Cross Subsidy
Demand-Platforms
Razors/Blades
White Label
Supply Platforms
Advertising
Premium
Additional product or a service is offered to the end-user, characterized by high intrinsic value in exchange for a payment per use or for a re-occurring fee.
Description
Example
Location based consultancy: through an analysis of geodata, Geolytix helps their customers find out how many stores are optimal, at what location those stores should be opened, what to sell in them... Users pay to get up-to-date data
Freemium
Organization publishes open data in a basic form and offer advanced access to those who are willing to pay (e.g. availability of different machine-readable formats, unconstrained numbers of API calls, more sophisticated querying…)
Description
Example
TransportAPI offer both free tiers (open content, no downstream IP) and paid plans for frequent access to their service. Users can pay for high level use, and for add-ons (private cloud, data integration service.)
Cross Subsidy
Using open data to deliver other benefits to an organization, e.g. by improving reach and uptake of other products and services, or through efficiency gains
Description
Example
Syngenta publishes progress reports on their efforts to improve the sustainability of agriculture. The benefits to Syngenta include enhanced customer relationships, the generation of new value propositions, and enhanced reputation.
Demand Platform
Provides easier access to open data (often through aggregation) which is collected, stored and harmonized on proprietary servers. Data is then made available by means of easy to use interfaces. Paid for by end users of open data
Description
Example
DataMarket aggregates vast amounts of energy data to help business users with their planning and decision-making. Resources to be searched, visualized and shared through one gateway and in combination with other domestic and worldwide open data sources.
Supply Platform
Similar to demand platform (easier access) except for the fact that suppliers of data are charged in lieu of end users, because it transforms their data and makes it more accessible to consumers.
Description
Example
Private software company specialized in transforming structured data into API and visualizations to make data more useful. For instance, a railway company could convert all their timetables into an API using OpenDataSoft.
Other revenue models
Razors/Blades
White Label
Advertising
Datasets stored for free on cloud computing platforms (“razor”) while re-users are charged only for the computing power that they employ on-demand (“blades”). Sometimes overlaps with Freemium.
OD brings positive return in a broad sense, driving economic results on other business lines that represent the enterprise’s core business. Sometimes overlaps with Cross-subsidy
Solutions are developed in a white-label manner: the outsourcer’s brand is hidden and full visibility is given to the sole service provider/advertiser brand. The service provider collect lump-sum payments or recurring fees
Open Data BusinessesPremium
Supply Platform
Cross SubsidyFreemium
Demand Platform
Razor Blades
White label
Advertising
Discussion
What revenue model seems most promising for your organization?
Why?In groups, 10 minutes
Part 3
Building an open data business model
Creating something that works for youThe business model canvass
Business models
‘A business model is the logic of an organization to create value’
Osterwalder et. al. Business Model Creation
The process
Image: Harry Verwayen
The canvas
Image: JAM
Exercise
Choose one organization in your group. Use printouts of the Osterwalder Business Model Canvas to build an open data business model for that organization.
In groups of two or three, 25 minutes
1. The Data Spectrum
2. Understanding the business case for OD
3. Building an OD business model
Value Propositions for Open DataRevenue Models for Open Data
Benjamin Cave – Trainer
@cave_ben3 May 2023
Thank-you
Tom Hunter - Innovation Consultant
Open Data Institute