When implementing new smart technologies and networking them into own products and services this creates new business models, new cash flows, new opportunities, but also new threats. In the unit three potential business environments are used as an example based on three main industry domains for Europe.
• Design of business scenarios for smart cars and smart car production.
• Design of business scenarios for smart energy production and batteries.
• Design of business scenarios for health care and medical industry.
e.g. In medical systems currently there is the threat of a pandemic disease. This can lead to new scenarios involving smart technologies. E.g. Mobile phones and watches include data like temperature and pulse of a body and also can automatically generate am image of all mobile phones in a nearby distance.
e.g. in highly autonomous vehicles the cars get connected, the environment gets connected, the mobility services get connected etc. This leads to new business cases and services that can be developed and offered.
e.g. in the strategy to build innovate and new energy clusters and battery production in Europe (ref. ALBATTS) new service scenarios can be created, like how to exchange batteries, build network of batteries, concept of green energy clusters, etc.
New technologies require guidance to develop new business models.
Automotive
The largest IT company in Germany is VW IT. Why? Because data and services across the whole fleet of cars are stored and analysed, and also all tools and results of work need to be stored, managed and linked. The difference between data and knowledge is that knowledge can connect data by a context.
This knowledge creation by a context can create new scenarios, and the cloud is not only in a large company but the cloud is in the open network and can be connected as well. A car in the future is in a data cloud and depending on data will make decisions. This unlimited amount of data shared between cars, in the environment and personal data in mobile phones and profiles of drivers can be combined to new services. This can be e-mobility services, personalised services, work place services etc. and all the new scenarios need promising sales and business scenarios.
Medical
Medical data are private and need to be protected. Still medical data, if people allow, can be connected for better services. E.g. Imagine that in times of pandemic you allow your mobile to measure your temperature and pulse and to store data about mobile numbers in an area around you. Of course, it assumes that you allow it. Then pandemic situations can be controlled. Also if the devices can measure they will automatically for people in pension observe their health and report to services automatically in case you need help.
Energy
In the strategy project ALBATTS the EU currently supports the creation of a energy systems and Li battery production chain in Europe, and this requires building up new business scenarios and fining new business models that allow the European system to compete with the Asian providers. And here data across all energy clusters in Europe can lead to new business models which empower that the new energy production chain is created. E.g. enforcing green energy to empower Li Ion batteries, or making green battery cars more attractive by new business models, etc. Big data (advantages, user profile, etc.) can be shared by context among all energy clusters to form joined strategies to launch green energy and batteries.
This element focusses on Service Innovation, i.e., innovation leveraged by the integrated design of value-added services, products and processes.