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Business Models in the Internet of Services

Business Models in the Internet of Services. Nikolay Mehandjiev, University of Manchester Benjamin Gil, Atos Origin. What is a Service. Services Today. Types of services “Conventional” services Software services What about the Amazon book delivery service?.

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Business Models in the Internet of Services

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  1. Business Models in the Internet of Services Nikolay Mehandjiev, University of Manchester Benjamin Gil, Atos Origin

  2. What is a Service

  3. Services Today Types of services • “Conventional” services • Software services What about the Amazon book delivery service? • The interplay is the focus of some interest within the Centre for Service Research • Using IT to Design Innovative Services • Designing Better Software using ideas from Org. Services

  4. About Web Services Web Services • What is a Web Service? • It is a functionality that can be discovered on the web. • Executes a specific business task • Can be combined with other services to create a composite application, more complex & complete • Allow intercommunication between systems from any platform and used as integration tool in organizations and between business partners Connecting Applications

  5. I. The Internet of Services Core ideas • WWW: Scale and complexity into (Web) Service Systems • Web 2.0: user-performed discovery, composition and adaptation Currently “on the front pages” (on the “hype” stage of uptake) For example, Yahoo! Pipes provides tools for users to compose their own information filtering service:

  6. The Future Internet

  7. Internet of Services, Service Web

  8. What kind of WS do we have today? • Number of servicescoming from the SEEKDA servicecrawler (servicesdefinedby a WSDL file: technical interface specification) Number of web servicesfoundduringthepast 25 months Source: http://seekda.com/about/web_services 8

  9. Web Service “Providers” IT Industry Service Parks Open Services Constellation

  10. SOA Users Several industry sectors such as the financial sector (banking and insurance), telecommunications, retailers, education, transportation, energy-oil and gas, media, professional services or wholesalers are moving towards SOA

  11. SOA After SOA4ALL • SOA4All is a platform that enables Everyone to : • Find • Analyse • Combine • Create Business Services In an EASY Way

  12. Innovative Business Models

  13. SOA benefits Find out where SOA benefit your business the most Source; SOA Value Assessment Brochure, Forrester, 2007 • Supports • New business processes • Changing business models • Reusing Business processes and applications • Improve • Utility of existing applications • Business agility • Standarization • Reduce • Costs • Time to solution

  14. SOA benefits • A business model is the method (a collections of activities) of doing business and generates revenue. The business model spells-out how a company makes money by specifying where it is positioned in the value chain. • Technology must support Business Models. • The actual is a changing market so technology must be fast and adaptable. • Web Services can support the Business Models used as a sequence or combination of atomic functionalities. • Conclusion: Using Web Services it is easy to adapt to new Business Models  competitive advantage

  15. 1-Sided Business Model(Traditional Telco) € € Telco Customers Suppliers

  16. 2-Sided Business Model € € € Newspapers Readers Suppliers Advertisers

  17. 2-Sided/Multisided Business Model € € Service Wrap Developers Retailers Government Content Telco (Retail) Billing Security Community Tools … Service Providers Service Consumers € Telco • PAYG • SUBSCRIPTION • PREMIUM • REVENUE SHARE • PAY FOR PUBLICATION Advertising

  18. From Telco to SoftTelco • Significant shift in business model • N-sided business models • Multiple revenue profiles (PAYG, subscription, …) • Disruption to current pricing structures • Price sensitivity determines the price balance between the market sides • Goal is to maximise revenue overall • Example: newspapers typically have lower cover prices to maximise readership, which maximises advertising revenues

  19. SoftTelco – The Long Tail Short Tail [Traditional] Long Tail [SoftTelco] Demand Ribbit focus is on large number of niche applications in ‘the tail’ New growth opportunities Traditional focus on mainstream products & markets Number of Products 19

  20. Internet-based business models • Internet has changed the commerce • Internet opens opportunities to develop new and different business models • Internet creates new ways to promote, distribute and support products and services

  21. WS Business Models • The problem with many proposed Internet services is that you are left with nothing when the service stops/disappear. • When users buy a service, especially one that holds their data, they are more worried about the seller's long-term survival. • Services are easier for big and established companies to implement, and harder for smaller, new entrepreneurial ones. • It is difficult to change mind, leave traditional IT systems and adapt them to news trends when “we have something that works”.

  22. WS Business Models • The problem with many proposed Internet services is that you are left with nothing when the service stops / disappear. • When users buy a service, especially one that holds their data, they are more worried about the seller's long-term survival. Will search Web Services in IT Industry Service Parks. Will search Web services in the cloud, where users like you are publishing their services, you can Making it yours

  23. WS Business Models 3) Services are easier for big and established companies to implement, and harder for smaller, new entrepreneurial ones. •  Will allow anybody to search a needed service, to check it and to use it. Also we will create new ones by combining exiting ones and having a custom functionality easily

  24. WS Business Models 4) It is difficult to change mind, leave traditional IT systems and adapt them to news trends when “we have something that works”.  To organize a Company’s IT infrastructure and guiding it towards SOA can be a complex process Web Services can be used in a scalable way, first we can improve our current systems using Web Services to give solutions to new business processes needs and gradually “evangelize” people to use them.

  25. SOA4ALL Business Models • Community Model Open content • Advertising Model Query Based Paid Placement • Context Targeted Advertising • Merchant Model Virtual Merchant • Subscription Model Content Services

  26. Thank You! www.soa4all.eu

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