Irene ngalmaden2013

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  • 1.The University of Warwick Facts and ................................. Figures Established 1965 Undergraduates12,979Postgraduates 10,441 League table positions Times and Sunday Times (2012) - 8thInternational students6,411 Guardian (2012 guide) 6th International students 27% Independent (2012 guide) - 8th RAE 2008 7th overall Total staff4,912 QS* World University Ranking (2011) 50th Academic staff 687 We aimed to be in the top 50 by 2015International staff25% International workingTurnover419m Formal working relationships with Boston Campus size 292 hectaresUniversity, Monash University, IITKharagpur, Jawaharlal Nehru University Academic departments28and Nanyang Technological UniversityResearch centres48Overseas alumni 44,194* Quacquarelli Symonds Ltd

2. WMG Research and DevelopmentCentres InternationalInternational Automotive Manufacturing Centre Research Centre EngineeringInternational Digital Management BuildingLaboratory (IDL) 3. New CentresInternational Institute for Product and Service Innovation (IIPSI) 4. Global Partners4 5. International Digital Laboratory Product Life-Cycle Management RoboticsDigitalExperiential EngineeringManufacturingProduct Evaluation Technologies Embedded Systems Simulation and Modelling Cloud Computing Security Privacy Enhancing TechnologiesInstitute for Data Loss Monitoringe-Security Vulnerability Research Trust Management Health Informatics e-HealthInstitute of Neural EngineeringDigital Healthcare Biomedical Engineering Virtual Reality Medical Training VisualisationDigital Digital MediaTechnologies e-Business 6. International Institute of Product& Service Innovation (IIPSI) Irene C L NgProfessor of Marketing & Service Systems, WMGDirector, International Institute of Product & Service Innovationirene.ng@warwick.ac.uk @ireneclng http://uk.linkedin.com/in/ireneclng bit.ly/vcssblogwww.warwick.ac.uk/go/sswmg www.ireneng.com 7. International Institute of Product &Service Innovation (IIPSI)15 January, 2013 Copyright Irene Ng, 2012. All rights reserved. 8. Digital Software Innovation (techdemonstrators) Cloud for Business Mobile for BusinessSmarter Social MediaData to Intelligence 9. Polymer Innovation (sample techdemonstrators) Adding Functionality to Plastic Parts Low Volume Production Polymer Recycling 10. Experience-led Innovation (sample tech demonstrators) User Focussed Product/Service DesigCustomer EngagementVisitor Experience Energy Usage Behaviour 15 January, 2013 Copyright Irene Ng, 2012. All rights reserved. 11. IIPSI Service Systems & Business+ Technology disruptions cause challenges to existing business models (e.g. Kodak) Adaptability, transformation needed both for their business models (the firms capability to serve the market) and their economic models (the way they derive their revenues and the market exchanges they participate in) Business+ research into value creating service systems, digitisation/virtualisation, service-dominant logic (e.g. Bombardier, Rolls Royce, GSK); also into pricing/revenue models, methodology for new transactions & markets Transdisciplinary team of social science, technology, business & engineering 4 RCUK/EPSRC DE projects, NEMODE virtual collaboration host 12. 17 Markets PracticeScale Inform IIPSI Marketspace 2 1corporateMkt modularity6space 7 SME spaceStartup space Education 9 11SMEfunding8 Social Devt ScienceIP Passing Model,3 Pre- 10StudentIP Passing Model, independenceincubating sdemonstrators15 5 demonstrators144ResearchService Systems, New Econ/Biz models 10Experience-DigitalLower PolymerTRLsKnowledgeled(software)Innovation innovationInnovation18Transfer &19Trade Toolspubs AcademicBootstrap Projects pubs131211 primary knowledge flows, 8 secondary flows 13. Impact created 12 new high tech startupbusinesses, directly generated 70 new jobs, trained over 450 small business in a rangeof digital technologies over the last 4 years International publications, patents, toolsetc.15 January, 2013 Copyright Irene Ng, 2012. All rights reserved. 14. New Economic and BusinessModels in the Digital EconomyOutcomes, Boundaries and ContextsIrene C L Ng Professor of Marketing & Service Systems, WMG Director, International Institute of Product & ServiceInnovation irene.ng@warwick.ac.uk@ireneclnghttp://uk.linkedin.com/in/ireneclngbit.ly/vcssblog www.warwick.ac.uk/go/sswmgwww.ireneng.com 15. Value was exchange (what I got for what I gave)15 January, 2013 Copyright Irene Ng, 2012. All rights reserved. 16. But it wasnt exchange that made us happy. It wasexperiencing what we bought that gave us theoutcomes we wantedWe buy because of the service of the object,even if it was an emotional service i.e. things areservice avatars*Mike Kuniavsky, 201015 January, 2013Copyright Irene Ng, 2012. All rights reserved. 17. Ownership was the only way to getthe service of an object Previously, the only route toservice/outcomes was through ownershipe.g. music CDs But outcomes/benefits come only in thecontext of use and experience If firms found a way to serve contexts,individuals may not need to own Case study: Music15 January, 2013 Copyright Irene Ng, 2012. All rights reserved. 18. VALUE & WORTH BUT we needed to BUY beforeexperiencing so industry focus is still onbuy (WORTH) even while design focus ison experience (VALUE) Worth and Value is separated in time/space15 January, 2013 Copyright Irene Ng, 2012. All rights reserved. 19. Something is happening Exchange used to be in further in advance With digitisation and connectivity, exchange can nowbe closer to contexts of use e.g. Music i.e. worth is getting closer to value creation For offerings that could be digitised, collapse of buy(potential) and use (kinetic) into the same time/space VALUE has become more relevant again in determiningWORTH With some new business models, VALUE is increasinglydetermining WORTH (due to collapse of buy andexperience time/space 20. With digital connectivity, markets arenow possible to be formed in context Digitisation results in digital backwash ofthe offering Serving contexts increases worth! New business and economic modelsemerge So how should we think about value nowin terms of how it might be related toworth and markets? 21. Value+ and Service-dominant logic* value is the goodness we create out of theexperience with something or someone incontext, and that experience/interaction isthe enactment of our social and culturalvalues++ Ng and Smith (2012)*Vargo and Lusch (2004, 2008)15 January, 2013 Copyright Irene Ng, 2012. All rights reserved. 22. Value is co-created foroutcomes/benefits/value-in-usePeace of mindEntertainmentLoveCO-CREATEDRealise VALUE that cd beRESOURCEShigher thanproposedEnhanceRESOURCES???? 23. VALUE IN This camera is CONTEXTavailable so it isa resource in contextThiscamera isnot Value created is Contextual. Resources aretherefore also Contextual.Things become more valuable in context because they enable resources for value creation 15 January, 2013Copyright Irene Ng, 2012. All rights reserved. 24. Two functionally the SAME cameras but not thesame value for the user in context. Because one camera is less competent in context, one is a lesser service avatar (or is just simply notaround!) COMPETENCY OF OFFERING IN CONTEXTIS KEY TO NEW MARKETS15 January, 2013Copyright Irene Ng, 2012. All rights reserved. 25. Serving Contexts (the kinetic) Current market platforms - tablets and mobiles More platforms for context-based markets nowneed to be created e.g. Internet-of-Things athome, in buildings markets are now in the same space as creatives,sociologists, interactive designers - looking atcontexts and lived lives For non-digital things, linking supply chains tohome market platforms essential for newbusiness models 26. Once upon a time, our contexts wererather homogenous Where/when we ate meal Where/when we listened to music Where/when we exercised *Technology liberates us from constraints of time, when things can be done place, where things can be done actor, who can do what constellation, with whom it can be done *Reframing Business, Normann, 200115 January, 2013 Copyright Irene Ng, 2012. All rights reserved. 27. Why is this important Future digital connectivity for innovation and newmarkets; Understanding how current things should evolve forconnectivity (e.g. biopharmaceauticals) to serve usbetter new business models, new econ models,exchange & new ways to serve Innovating offerings/service that is scalable andreplicable in creating value in context15 January, 2013 Copyright Irene Ng, 2012. All rights reserved. 28. VALUE IN This camera is CONTEXTavailable so it isa resource in contextThiscamera isnot Value created is Contextual. Resources aretherefore also Contextual.Things become more valuable in context because they enable resources for value creation 15 January, 2013Copyright Irene Ng, 2012. All rights reserved. 29. Why context is importantTwo functionally the SAME cameras but not thesame value for the user in context. Because one camera is less competent in context, one is a lesser service avatar (or is just simply notaround!) COMPETENCY OF OFFERING IN CONTEXTIS KEY TO NEW MARKETS15 January, 2013Copyright Irene Ng, 2012. All rights reserved. 30. But to bring your digitised offering(content) into context, you need amedium/platform (widget),connectivity, and a social spaceE.g. of service in contextdigitally through your mobile Dictionary Calculator Calendar Torchlight Camera 31. The New Battleground Content Social CONTEXT Widget Connecti vity 32. Who is digitising to serve use context next? Tea? ;) Digitisation enables traditional offerings to become aresource in context, reducing time between acquiring aresource and using a resource - expanding demand Digitised offering incontextIn contextDigitisation+Data is the new oil, Context is the new oil-field 15 January, 2013Copyright Irene Ng, 2012. All rights reserved. 33. Mobile phone as the medium topropose digitised offerings in context Wh