Professional Documents
Culture Documents
Business Modelling: Nextgrid Business Units Workshop Ii Paul Mckee It Futures Centre BT
Business Modelling: Nextgrid Business Units Workshop Ii Paul Mckee It Futures Centre BT
Acknowledgements
Hence our approach focuses on strategies for the articulation and evaluation of candidate models
British Telecommunications plc
The Approach
We investigated the concept of business models
What they actually constitute Why they are important What factors they should address
We also provided analysis tools that will assist in the evaluation of a prospective business model
Minimal description
The business model articulates how the business makes money
Linder, J.C., Cantrell, S. (2000): "Changing business models: surveying the landscape", White Paper, Institute for Strategic Change, Accenture
British Telecommunications plc
Chesborough, Henry; Rosenbloom, Richard: The role of the business model in capturing value from innovation: evidence from Xerox Corporations technology spin-off companies, Industrial and Corporate Change, Volume 11, Number 3 pp529-555.
British Telecommunications plc
Interesting observations
The most common format for the business model is a single page of narrative text A business model does not explicitly include implementation technologies
it is driven by business requirements and simply enabled by technology
New business models are increasingly viewed as key intellectual property, and often attempts are made to protect them by patent
British Telecommunications plc
Evaluation Tools
Business model evaluation questionnaire
Asks a prospective operator of a Grid business model pertinent questions Acts as a checklist for important issues: ensures that they are considered when creating The Story A number of candidate business models have been identified and analysed in detail using the questionnaire
What are the costs for delivering the offering to the customer?
These costs are many and varied, and may not all be financial. Analysis of these costs is an input to the balance sheet analysis
British Telecommunications plc
How will you make customers aware of and want your offering?
Who is the target audience? How can we reach them? How can we make them want to buy our service?
The greater the level of added value in the eyes of the customer, the greater the chances of success. There is considerably more customer value in application codes than CPU cycles alone
Application codes are a means of solving customers problems, and gives the customers clearest value. Licensing of application codes and enforcement of licensing terms is critical to achieving this value-add.
Role of SLAs
Define commitments, rewards and penalties Relate QoS to business risk and value Support business decision processes
British Telecommunications plc
Value Exchange
Service Consumer Service Provider
Value of Service
Cost of Resources
Gain
Incur
Gain
Incur
Gain
Gain
Reduce
Lose
Incur
Reduce
Gain
Gain/ Lose
Reduce
Lose
Gain
Lose
Lose
Nasty, but it happens. This is why we need to check customer credit Remaining life of kit goes down whether or not it is used Costs money to maintain and operate equipment
Lose (unused)
Lose
Lose
Gain
(1)
Lose (used)
Gain/ Lose
Incur
Gain
Gain
(3)
Incur
Lose
Lose
Reduce
Gain
Gain/ Lose
Reduce
Lose
Reduce
(2)
Gain Lose
(4)
Lose
Lose
(5)
Lose (unused)
Lose
Business modelling
Tools
Base standards (http, wsdl, soap, naming, notification, addressing, policy, security)
British Telecommunications plc
NextGRID Architecture
Conclusions
Cute technology has a small market place, end users need solutions to real world business problems and we need business models to address this need We propose a strategy to evaluate business models
Full articulation of the business model questionnaire Balance of risk and reward spread sheet analysis Simulation to validate performance Finally deploy it for real
Business models
may not work everywhere there may be a first mover advantage they are confidential
British Telecommunications plc
Licensing
NextGRID Business Units workshop II
License Types
1. Perpetual license
One off payment No maintenance included Most preferred license by volume of licenses sold
2. Term license
Fixed term license (e.g. yearly) Often includes maintenance element
3. Subscription license
Regular payments Includes updates and some technical support
4. Appliance license
Linked to hardware supplied by the same vendor
British Telecommunications plc
Software as a service
Maintenance costs will therefore be under pressure Value proposition is access to future products
High degree of customer lock in
Conclusions
The application code provides the means to solve the customers problems and is a key component of tomorrows Grid, but:
Licensing remains a key barrier to full realisation of GRID technologies Lack of flexible licensing and a secondary market inhibits potential business models
Flexible software licensing that permits application codes to be offered as services is critical to the success of the Grid
Value must be made apparent for both the software vendor and the end user
British Telecommunications plc
Thank you
Offices worldwide Telecommunications services described are subject to availability and may be modified from time to time. Services and equipment are provided subject to British Telecommunications plc's respective standard conditions of contract. Nothing in this publication forms any part of any contract. British Telecommunications plc 2008 & partners of the NextGRID consortium
Interest in utility pricing models still low (single percentages) Improvements in shelfware management User based pricing trumps usage based
British Telecommunications plc