Connecting business models with service platform designs: Exploiting potential of scenario modeling
Author: 
Josip ZoricAuthors Info & Claims
Josip ZoricAuthors Info & ClaimsPages 40 - 54
Abstract
Heterogeneity of technical and business designs, complexity of business collaborations, diversity and fragmentation of business roles are just some of the consequences of service platform evolution that complicate their business analysis. Service-oriented business models are usually on a higher abstraction level than the underlying service platform designs. Business models require detailing prior to their financial analysis, in order to include a proper cost and revenue structure and a realistic risk picture in techno-economic analyses. Understanding well service platform business processes and scenarios is equally important for realistic modeling of service usage, delivery and provision. This work discusses a techno-business modeling approach for quantitative analysis of services and platforms (Zoric and Strasunskas, 2008; Zoric and Braek, 2010; Zoric, 2008), which ''reinterprets'' the business models by service platforms' technical and business entities, processes and scenarios. In such a way it describes the roles, responsibilities and incentives of collaborating business actors in service delivery and provision and uses them in business analyses and valuations. We explain the approach theoretically, illustrate its analytical potential and demonstrate its practical use on the proof-of-the-concept service platform.
References
[1]
}}Value webs: ontology-based bundling of real-world services. IEEE Intelligent Systems. v19 i44. 23-32.
[2]
}}Ballon, P., Gaivoronski, A., Walravens, N., Zoric, J., 2008. Structural and quantitative evaluation of multi-actor business models for mobile service platforms. In: Proceedings of ICT-Mobile Summit 2008. ISBN: 978-1-905824-08-3.
[3]
}}Bouwman, H., De Vos, H., Haaker, T. (Eds.), 2008. Mobile Service Innovation and Business Models, XIII, Hardcover. ISBN: 978-3-540-79237-6.
[4]
}}Enterprise Architect. UML Tools for Business, Software and Real-time Systems. Sparx Systems Pty Ltd. <http://www.sparxsystems.com.au/>.
[5]
}}Gaivoronski, A.A., Zoric, J., 2008. Evaluation and design of business models for collaborative provision of advanced mobile data services: portfolio theory approach. In: Proceedings of the Ninth INFORMS Telecommunications Conference, Telecommunications Modeling, Policy, and Technology. Springer, Verlag's Book of Conference Proceedings.
[6]
}}Gordijn, J., 2002. Value-based Requirements Engineering - Exploring Innovative e-Commerce Ideas. Ph.D. Thesis, Vrije Universiteit, Amsterdam.
[7]
}}ITU-T, 1999. Languages for Telecommunication Applications - Message Sequence Chart (MSC). ITU-T Recommendation Z.120, Geneva.
[8]
}}The use case construct in object-oriented software engineering. In: Carroll, J.M. (Ed.), Scenario-Based Design: Envisioning Work and Technology in System Development, John Wiley and Sons. pp. 309-336.
[9]
}}Kijl, B., Bouwman, H., Haaker, T., Faber, E., 2005. Dynamic Business Models in Mobile Service Value Networks: A Theoretical and Conceptual Framework; FRUX Deliverable 2.2-II, Version 0.8, (FReeband User eXperience).
[10]
}}Kotler, P., Armstrong, G., 2004. Principles of Marketing. Pearson Education Limited. In: Proceedings of the 10th International Edition. ISBN: 9789582850972.
[11]
}}. Requirements Engineering, 2000.Springer-Verlag, London.
[12]
}}Matlab and Simulink. The Mathworks. <http://www.mathworks.com/>.
[13]
}}Microsoft Visual Studio. The Microsoft Corporation. <http://www.microsoft.com/express/vb/Default.aspx>.
[14]
}}Osterwalder, A., Pigneur, Y., 2002. e-Business model ontology for modeling e-business. In: Proceedings of the 15th Bled Electronic Commerce Conference e-Reality: Constructing the e-Economy, Bled.
[15]
}}Pateli, A., Giaglis, G.M., 2003. A framework for understanding and analysing e-business models. In: Proceedings of the 16th Bled Electronic Commerce Conference - eTransformation. pp. 329-348.
[16]
}}Applying Use Cases: A Practical Guide. Addison-Wesley, Reading, MA.
[17]
}}Digital Capital - Harnessing the Power of Business Webs. Nicholas Brealy Publishing, London, UK.
[18]
}}Place to Space: Migrating to eBusiness Models. Harvard Business School Press, Boston.
[19]
}}Zoric, J., 2008. Practical quantitative approach for estimating business contribution of enablers and service platforms. In: Proceedings of ICIN 2008, Services. Enablers and Architectures Supporting Business Models for a New Open World, Bordeaux.
[20]
}}Zoric, J., Bræk, R., 2010. Scenario based techno-business analysis of service platforms and their service portfolios. Journal of Business Information Systems, Telecommunication systems, Modeling, Analysis, Design and Management, 46(2).
[21]
}}Zoric, J., Strasunskas, D., 2008. Techno-business assessment of services and service platforms: quantitative, scenario-based analysis. In: Cunningham, P., Cunningham, M. (Eds.), ICT-Mobile Summit 2008, Conference Proceedings. IIMC International Information Management Corporation, ISBN: 978-1-905824-08-3.
[22]
}}Zoric, J., Lindebrekke, O., Carr, K., 2009. Quantifying user, business and system dynamics in services and service platforms. In: Proceedings of ICT Mobile Summit 2009, Santander, Spain.
- Connecting business models with service platform designs: Exploiting potential of scenario modeling
Recommendations
Service delivery platform for convergence service creation and management
ICACT'10: Proceedings of the 12th international conference on Advanced communication technologyService Delivery Platform (SDP) is an enterprise application implementing Service Oriented Architecture (SOA) concepts. SOA is a component model relating services by a contract between services through well defined interface. The SDP, that is a ...
Representing Service Business Models with the Service Business Model Canvas -- The Case of a Mobile Payment Service in the Retail Industry
HICSS '14: Proceedings of the 2014 47th Hawaii International Conference on System SciencesIT is a major driver of business model innovation and servitization. Representations of business models are widely used tools for analyzing instances of these developments as well as for the ideation of novel services and service business models. ...
Individual Service Clearing as a Business Service: A Capable Reference Solution for B2B Mobility Marketplaces
CLOSER 2016: Proceedings of the 6th International Conference on Cloud Computing and Services Science - Volume 1 and 2The paper presents an approach for individual and outsourced service clearing within Business-to-Business
marketplaces for mobility services in a Software as a Service fashion. The lack of service clearing possibilities
within todayâ s marketplaces ...
Comments
Information & Contributors
Information
Published In
Copyright © Elsevier Ltd © 2010.
Publisher
Pergamon Press, Inc.
United States
Publication History
Published: 01 February 2011
Author Tags
Qualifiers
- Article
Contributors
Other Metrics
Bibliometrics & Citations
Bibliometrics
Article Metrics
- 0Total Citations
- 0Total Downloads
- Downloads (Last 12 months)0
- Downloads (Last 6 weeks)0
Reflects downloads up to 27 Jan 2025