IAB351 Business in the Cloud

Designing Cloud Business Models II – Business Model Structure

Week 4 Tutorial

Tutor: Ian Williams

i7.williams@qut.edu.au
IAB351 Business in the Cloud

This weeks Outline:

1. Review Lecture 3, Business Scopes & Partners
2. Review Assessment A
3. Activity: Group work on Assessment A
 IAB351 Business in the Cloud
1. Review Lecture 3, Business Scopes & Partners
 IAB351 Business in the Cloud
1. Review Lecture 3, Business Scopes & Partners

Example: Level 1 Capability Map

 IAB351 Business in the Cloud
1. Review Lecture 3, Business Scopes & Partners

Example: Capability Breakdown

 IAB351 Business in the Cloud
1. Review Lecture 3, Business Scopes & Partners

Functional business models

• Focus on what a business does, not how or how much considerations (e.g.
cost, revenue)
- Business scopes: boundaries of what’s inside and outside a business
- Business capabilities: highest level business functions which are
broken down into a small number of levels
- Partner roles: roles organisations play which engage business
capabilities, e.g.:
- Customers, service providers, product/service designers
- Functional contexts: used for capturing high-level architecture of
systems: interactions between roles and capabilities
- Business design principles: highest level systems requirements
captures using functional contexts
 IAB351 Business in the Cloud
1. Review Lecture 3, Business Scopes & Partners

Business Scopes:
• A logical and distinct part of a business, which is an important part of
defining the business’s identity

• When justifying a business model, it is the highest level function that

describes what a business does

• Consists of a set of business capabilities, i.e. it is a business grouping

• It could rely on capabilities of other business scopes in order to operate

Properly

• BUT it could be decoupled into a separate business in the future!

• Only a small number of business scopes in a business model (less than 10)
 IAB351 Business in the Cloud
1. Review Lecture 3, Business Scopes & Partners
 IAB351 Business in the Cloud
1. Review Lecture 3, Business Scopes & Partners

Partner roles in Cloud business models

• Key generic organisational roles for cloud businesses
• Types of roles covered in this unit:
- Customers
- Channels providers
- Service owners
- Service designers
- Service providers
- Service delivery partners (of service providers)
- Data providers / aggregators
- Regulators
- Business stakeholders
- Service brokers
- Service aggregators
- Service gateways
- Service hosters (Cloud providers)
• These roles have been derived from the theory on business structure and business networks
provided in Lecture 2 and 3.
• Other types of roles can exist in practice
 IAB351 Business in the Cloud
1. Review Lecture 3, Business Scopes & Partners

Partner Roles:
Understand how different organisations or specific organisations, units of individual
organisations are partners in a business model (they participate in it)

• Business roles specify functional designation of several different

organisations/units to be captured, without having to list out all the different
organisations (which could be large numbers)

• Roles can be derived from an understanding of business structure and network

orchestrator roles:
• supply side businesses
• demand side businesses
• channels (direct consumption)
• regulators (oversight)
• Brokers, aggregators, gateways
• Overlay the business scopes of a business model with business roles
 IAB351 Business in the Cloud
2. Review Assignment A
IAB351 Business in the Cloud

Assignment A
Description: The Assignment Part A requires you to work in groups of 3, 2 or individually to propose a
Business Model for iGov Service Delivery Cloud Business Model (as described in the Assignment Part A
Data Sheet).

The assignment requires you to respond to a number of questions that form part of the Business
Model.
These include:
- Defining the business scopes of the business model (i.e. high-level functional scoping that clearly
states what general areas the business model covers)

- Defining high-level business functional capabilities of the business scopes

- Defining the business roles of organisations that are part of the business model, what business
scopes they are part of, and what business capabilities they support
- Three business design principles of the business model.
IAB351 Business in the Cloud

Assignment A
Question 1 [6 Marks]
Propose a business model for the iGov Service Delivery Cloud that describes:
• Key goal of the Cloud business model, capturing its value proposition and how it will improve the
current approach to One-Stop-Shop for accessing government services;
• The high-level business scope(s), business capabilities and sub-capabilities (refer to Lecture 3 for
relevant knowledge taught in lectures);
• Key business roles types that can participate in the cloud and provide short descriptions and
examples of current organisations or Internet services that exemplify these. As part of this, make it
clear what value the roles bring to the business model and what value they derive for their own
businesses;
• The specific business capabilities involved for the business roles;
• The business model, and its parts and descriptions, should be captured through PPT slides, with
graphical models and textual descriptions (refer to lecture 3).
IAB351 Business in the Cloud

Assignment A
Question 2 [9 Marks]
Describe:
1) If you are a group of 3): 3 cloud business design principles
2) If you are a group of 2: 2 cloud business design principles
3) If you are doing this individually : 1 cloud business design principles
4) If you have a group of 4 by any chance, then you have to come up with 5 cloud business design principles.

• Provide descriptions and graphical models on how the design principles are supported by the
business model. Specifically, discuss the interactions between business roles and business capabilities,
describing each interaction using descriptions of what the role provides to the capability and/or what it
draws from the capability (refer to lecture 4).

• Provide exemplary scenario descriptions about how the design principles are supported. You
should provide insights about how the scenarios provide improvements to the current state of
government OSS models.

Slides submission deadline: 17th April 2021 at 11.59pm, to be uploaded onto Blackboard as per
instructions on Blackboard
 IAB351 Business in the Cloud
CRITERION
Question 1
Propose a business model
for the iGov Service Delivery
Cloud that describes:
• Key goal of the Cloud
business model, capturing
its value proposition and
how it will improve the
current approach to One-
Stop-Shop for accessing
government services;
• Describe the high level
business scope, business
capabilities and sub-
capabilities (refer to Lecture
3 “Personalised Prosperity
Cloud Business, slides 33-
36 for ideas)”;
• Propose key business
roles types that can
participate in the cloud and
provide short descriptions
and examples of current
agencies or Internet services
that exemplify these. As part
of this, make it clear what
value the roles bring to the
business model and what
value they derive for their
own businesses.
• Identify the specific
business capabilities
involved for the business
roles (as was done through
the in lectures 3 and 4)
• Provide a graphical model
of the business model
capturing the business
scope, business capabilities
and roles .jpg, .png or .tiff file
types accepted) and upload
it using the link below.
7 6
MARKS
85%-100%
Highly detailed and accurate business
model for the iGov Service Deliver
Cloud that includes:
• A clear and accurate description of
the key goal of the Cloud business,
which makes it clear what the Cloud
business does and how it improves the
current state of the business that it
corresponds to.
• Highly detailed descriptions of the
high-level business scope, business
capabilities and sub-capabilities, and
their relationships. This should include
detailed descriptions of what these
are in terms of functional aspects only
(not non-functional aspects such as
revenue) and what value they provide
for the Cloud business
/6
•Highly detailed description of all
business roles types that participate in
the cloud, including what these roles
are, what value they provide for the
Cloud business and examples of
existing agencies or Internet
applications that exemplify the roles.
Assignment A CRA
75%-84%
Detailed and accurate business model
for the iGov Service Deliver Cloud that
includes:
• A clear and accurate description of
the key goal of the Cloud business,
which makes it clear what the Cloud
business does and how it improves the
current state of the business that it
corresponds to.
• Detailed descriptions of the high-
level business scope, business
capabilities and sub-capabilities, and
their relationships. This should include
thorough descriptions of what these
are in terms of functional aspects only
(not non-functional aspects such as
revenue) and what value they provide
for the Cloud business
•Detailed description of all business
roles types that participate in the
cloud, including what these roles are,
what value they provide for the Cloud
business and examples of existing
agencies or Internet applications that
exemplify the roles.
5 4
65%-74%
Detailed and sufficiently accurate
business model for the iGov Service
Deliver Cloud that includes:
• A clear and accurate description of
the key goal of the Cloud business,
which provides a good explanation
what the Cloud business does and
how it improves the current state of
the business that it corresponds to.
• Comprehensive descriptions of the
high-level business scope, business
capabilities and sub-capabilities, and
their relationships. This should include
comprehensive descriptions of what
these are in terms of functional
aspects only (not non-functional
aspects such as revenue) and what
value they provide for the Cloud
business
•Good description of all business roles
types that participate in the cloud,
including what these roles are, what
value they provide for the Cloud
business and examples of existing
agencies or Internet applications that
exemplify the roles.
50%-64%
Acceptable business model for the
iGov Service Deliver Cloud that
includes:
• Adequate description of the key goal
of the Cloud business, which provides
a comprehensive explanation what
the Cloud business does and how it
improves the current state of the
business that it corresponds to.
• Acceptable descriptions of the high-
level business scope, business
capabilities and sub-capabilities, and
their relationships. This should include
acceptable descriptions of what these
are in terms of functional aspects only
(not non-functional aspects such as
revenue) and what value they provide
for the Cloud business
•Acceptable description of all business
roles types that participate in the
cloud, including what these roles are,
what value they provide for the Cloud
business and examples of existing
agencies or Internet applications that
exemplify the roles.
Refer / Fail
0%-49%
Missing or incomplete business model
for the iGov Service Deliver Cloud that
includes:
• Insufficient description of the key
goal of the Cloud business, which
provides limited explanation what the
Cloud business does and how it
improves the current state of the
business that it corresponds to.
• Insufficient or limited descriptions of
the high-level business scope, business
capabilities and sub-capabilities, and
their relationships. Missing or
insufficient descriptions of what these
are in terms of functional aspects only
(not non-functional aspects such as
revenue) and what value they provide
for the Cloud business
•Insufficient or incomplete description
of business roles types that participate
in the cloud, missing explanations of
what these roles are, what value they
provide for the Cloud business and
examples of existing agencies or
Internet applications that exemplify
the roles.
IAB351 Business in the Cloud

Assignment A CRA
 IAB351 Business in the Cloud

Data Sheet Summary

(full version on Blackboard)
Over the years, government departments have operated in isolation, leading to major inconveniences for
customers.

The problems that customers experience when interacting with government agencies can be extreme. This
means customers having to wait for unacceptable times at call centres and service centres.

A body of government agencies across Australia has proposed the vision for an iGov Service Delivery Cloud
(referred to as “iGov” for short).

The iGov model supports flexible points of access, proactive and predictive intelligence, seamless delivery
and multiple contextualized services that can directly respond to customer needs and actions. It enables this
through expanding the players that can provide data, deliver services, and extend services into new
applications.
 IAB351 Business in the Cloud

Data Sheet Summary

(full version on Blackboard)
How could a wider range of organisations be supported through iGov? Figure 1 provides a basic illustration
of how partners (inside and outside government) could take part in the iGov cloud to expose their services
and applications, integrate these into the shared delivery processes of the cloud, and help contribute to
delivery of services.
IAB351 Business in the Cloud

Thankyou for attending,

See you next week!
IAB351 Business in the Cloud