Christopher Jud

Plattform-Ökosysteme im Bereich der intelligent vernetzten Mobilität: Eine Geschäftsmodellanalyse

ZusammenfassungDas heutige Verständnis von Cyber-Physischen Systemen (CPS) in Forschung und Praxis ist im Sinne eingebetteter Systeme ein vornehmlich informationstechnisches. Die weiterführende Auffassung zukünftiger CPS charakterisiert diese jedoch vielmehr als sozio-technische Servicesysteme. CPS, wie sie sich beispielsweise im Bereich der intelligent vernetzten Mobilität entwickeln, eröffnen durch die Verknüpfung von physikalischer, sozialer und softwarebasierter, virtueller Welt über CPS-Plattformen die Möglichkeit disruptiver Innovationen hinsichtlich der Entwicklung geeigneter Geschäftsmodelle in Plattform-Ökosystemen. Da kaum eine Branche das Potenzial von CPS klarer darlegt als die Automobilbranche, werden im vorliegenden Beitrag Automobile als CPS im Sinne sozio-technischer Servicesysteme verstanden und eine Analyse der den Plattform-Ökosystemen der deutschen Automobilhersteller Audi, BMW und Mercedes-Benz zugrundeliegenden Geschäftsmodelle vorgenommen. Der vorliegende Beitrag richtet sich neben Wissenschaftlern im Bereich der Geschäftsmodellforschung auch an Praktiker der Automobilbranche, die hierdurch Einblicke in die zunehmende Konnektivität von Fahrzeugen und die damit einhergehende Ausgestaltung von Geschäftsmodellen im Bereich der intelligent vernetzten Mobilität erlangen.AbstractThe understanding of cyber-physical systems (CPS) in research and practice is mostly seen in purpose of embedded systems driven by an information technology point of view. The further conception of upcoming CPS characterizes them much more as socio-technical service systems. CPS like the kind developing in the area of smart mobility open the possibility of disruptive innovations related to the development of respective business models in platform ecosystems by the combination of physical, social, software-related and virtual world. Barely one industry uses the upcoming potentials of CPS better than the automotive industry. Therefore cars are seen as socio-technical service systems in this paper. An analysis of the underlying state of the art business models of platform ecosystems of the German premium automobile manufacturer Audi, BMW and Mercedes-Benz are done within this article. This article addresses next to researchers of the field of business model research also practitioners from the automotive industry, which get insights in the increasing connectivity of cars accompanied by the design of business models in the area of smart mobility.

Business Model Patterns for the Connected Car and the Example of Data Orchestrator

Along with the connected car, previously isolated business models of traditional goods-producing industry melt together with those of software businesses. It is becoming apparent that software businesses may have to play an important role, provided that they are capable of building up competencies in engineering business models for this emerging and converged market. We identify and cluster business model patterns that we rate as being capable of transforming product innovations, enabled by abilities and characteristics of cyber-physical systems and the underlying technical platforms, into business model innovations. We discuss further the pattern cluster Data Orchestrator.

Business Models for Platform-Based Digital Services: Stakeholder Expectations

The transformation of physical products into product service systems offers possibilities for delivering benefits to customers and increases the value for them to use the products. Therefore these products are charged with services [1]. This transformation is not only a chance but also a challenge for several industries – not only but especially in Germany where automotive manufacturers and machine manufacturers as long as the ecosystems of these industries account for a huge part of the gross national product (GNP) [2].