Software Engineering for Business Information Systems (sebis)
Department of Informatics
Technische Universität München, Germany
Improving Computer-Support for Collaborative
Business Model Design and Exploration
Marin Zec
140925 Zec: Improving Computer-Support for Collaborative Business Model Design and Exploration
We live in a
More dynamicity, more interconnectedness, more uncertainty
Policy
Economics
Social
Technology
Environment
Legal
Ethics
Demographics
140925 Zec: Improving Computer-Support for Collaborative Business Model Design and Exploration
Anyway, we want to
solve problems
Russel Ackoff, „Redesigning the Future“, 1974
Fuzzy
problem
statement
Messes
(Wicked Problems)
Clearly
defined
problem
Various
potential
solutions
Problems
Clearly
defined
problem
Specific
solution
Puzzles
How do Information
Systems help?
How can IT help to solve issues?
Wicked Problem
Problem
Example
IT support
Automation
Data collection,
Data transmission,
…
Business Model Design,
Strategy development,
Research
Sensors,Embedded
Systems, Robotics,
Databases,
…
SAP R/3, Word
processing,
Spreadsheet software,
…
Collaborative
Information Systems
Type
Accounting, CRM,
…
Collaboration
Solution
approach
Reproductive Thinking
(Heuristics, Algorithms etc.)
Productive
Thinking
(Creativity etc.)
How can IT help to solve issues?
Wicked Problem
Problem
Example
IT support
Automation
Data collection,
Data transmission,
…
Business Model Design,
Strategy development,
Research
Sensors,Embedded
Systems, Robotics,
Databases,
…
SAP R/3, Word
processing,
Spreadsheet software,
…
Collaborative
Information Systems
Type
Accounting, CRM,
…
Collaboration
Solution
approach
Reproductive Thinking
(Heuristics, Algorithms etc.)
Productive
Thinking
(Creativity etc.)
Puzzle
•
Simple terminology
for the description
generation of business models
•
Widely adopted
in practice
•
4 perspectives, 9 building blocks
Business Model Canvas (Osterwalder 2011)
140925 Zec: Improving Computer-Support for Collaborative Business Model Design and Exploration
Infrastructure
Financial Viability
Customer
•
BM|DESIGN|ER
•
Business Model Fiddle
•
Canvanizer
•
Strategyzer
•
…
Computer-Aided Design of Business Models
-
Ease of use
-
Sharing
-
Archiving
Strengths
-
No process guidance
(facilitation)
-
Little collaboration support
-
No consistency check
-
Merely descriptive model
Our approach
140925 Zec: Improving Computer-Support for Collaborative Business Model Design and Exploration
Computer-Aided Design of
Business Models
Computer-Aided
Morphological Analysis
Computer-Aided Morphological
Design of Business Models
1
2
Customer Segment Value Proposition Channel … a1 b1 c1 d1 a2 b2 c2 d2 a3 b3 d3 Customer Segment Value Proposition Channel … a1 b1 c1 d1 a1 b1 c2 d1 a2 b3 c1 d3 a2 b2 c1 d2
Computer-Aided General Morphological Analysis
A generic method to structure and explore problem/solution spaces
Computer-Aided Morphological Analysis
A) Problem Analysis
1.
Determine model parameters
2.
Determine value range for each parameter
B) Cross Consistency Assessment
3.
Specify consistency between value pairs
C) Synthesis
4.
Exclude inconsistent configurations
5.
Determine and evaluate consistent,
plausible solution candidates
b1 b2 b3 c1 c2 d1 d2 d3 a1 a2 a3 b1 b2 b3 c1 c2 d1 d2 d3
Computer-Aided Morphological Analysis
A.
Problem Analysis
§
Determine model parameters
§
Determine value range for each parameter
140925 Zec: Improving Computer-Support for Collaborative Business Model Design and Exploration
Value
Propositions Customer Segments Customer Relationships Channels Key Activities Key Resources Key Partners Cost Structure Revenue Streams
Free Internet
& Video
Calling
Web Users
Globally
Mass
Customized
Skype.com
Software
Development
Software
Developers
Payment
Providers
Software
Development
Hardware
Sales
Cheap Calls
to Phones
People who
want to call
phones
Headset
Partnerships
Software
Distribution
Partners
Complaint
Management
Free
Businesses
Salesforce
Telco
Partners
SkypeOut
Prepaid or
Subscription
Computer-Aided Morphological Analysis
B.
Cross Consistency Assessment
§
Specify consistency between value pairs
Morphological Field
Value
Propositions
Customer Segments
Channels
…
Free Internet & Video Calling Cheap Calls to Phones Web Users
Globally People who want to call phones
Businesses Skype.com Headset
Partnerships Salesforce …
Va
lu
e
Pr
o
p
o
si
ti
o
n
s
Free Internet & Video Calling … Cheap Calls to Phones …
C
u
sto
m
er
Se
g
m
en
ts
Web Users Globally … People who want to call phones … Businesses …Channels
Skype.com … Headset Partnerships … Salesforce ……
… … … …Computer-Aided Morphological Analysis
C.
Synthesis (1/2)
§
Exclude inconsistent configurations
§
Determine and evaluate consistent, plausible solution candidates
140925 Zec: Improving Computer-Support for Collaborative Business Model Design and Exploration
Value
Propositions Customer Segments Customer Relationships Channels Key Activities Key Resources Key Partners Cost Structure Revenue Streams
Free Internet
& Video
Calling
Web Users
Globally
Mass
Customized
Skype.com
Software
Development
Software
Developers
Payment
Providers
Software
Development
Free
Cheap Calls
to Phones
People who
want to call
phones
Mass
Customized
Skype.com
Software
Development
Software
Developers
Distribution
Partners
Software
Development
Complaint
Management
SkypeOut
Prepaid or
Subscription
Cheap Calls
to Phones
Businesses
Customized
Skype.com
Software
Development
Software
Developers
Telco
Partners
Software
Development
Complaint
Management
SkypeOut
Prepaid or
Subscription
Cheap Calls
to Phones
Businesses
Customized
Salesforce
Software
Development
Software
Developers
Telco
Partners
Software
Development
Complaint
Management
SkypeOut
Prepaid or
Subscription
Consistent configurations
Computer-Aided Morphological Analysis
C.
Synthesis (2/2)
Value Propositions Customer Segments Customer
Relationships Channels Key Activities Key Resources Key Partners Cost Structure Revenue Streams
Free Internet &
Video Calling Web Users Globally Mass Customized Skype.com Software Development Software Developers Payment Providers Software Development Free Cheap Calls to
Phones People who want to call phones Mass Customized Skype.com Software Development Software Developers Distribution Partners Software Development Complaint Management SkypeOut Prepaid or Subscription Cheap Calls to
Phones Businesses Customized Skype.com Software Development Software Developers Telco Partners Software Development Complaint Management SkypeOut Prepaid or Subscription Cheap Calls to
Phones Businesses Customized Salesforce Software Development Software Developers Telco Partners Software Development Complaint Management
SkypeOut Prepaid or Subscription
Clustering of similar configurations
Parmenides EIDOS
Interactive what-if analysis
•
Parmenides Eidos
•
MA/Carma
Computer-Aided Morphological Analysis
Available Tools
140925 Zec: Improving Computer-Support for Collaborative Business Model Design and Exploration
-
Systematic exploration of
problem/solution space
-
Structured process
-
(Interactive) Visualization
Strengths
-
Standalone desktop applications
-
Not collaborative
-
Not tailored to Business Modeling
-
Technical user interface
Overview
Computer-Aided Design of
Business Models
Computer-Aided
Morphological Analysis
Computer-Aided Morphological
Design of Business Models
1
2
Three Key Requirements for
Future CAD of Business Models
140925 Zec: Improving Computer-Support for Collaborative Business Model Design and Exploration
