institute of technology management · ertragsmodelle im iot –geld verdienen, aber wie?...
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Projektskizze «Competence Center Automotive Intelligence»23. September 2011
Robert Winter, Felix Wortmann
Institut für Wirtschaftsinformatik
Ertragsmodelle im IoT – Geld verdienen, aber wie?Rapperswil, 5. September 2017
Ass. Prof. Dr. Felix Wortmann
Assistant Professor of Technology Management,
Scientific Director Bosch Internet of Things Lab
Institute of Technology Management
© Aug-17, ITEM-HSG
Slide 3Prof. Dr. E. Fleisch, Ass. Prof. Dr. F. Wortmann
Institute of Technology Management
Digitalization has already disrupted various industries and others like manufacturing will follow
Photo
Music
Retail
© Aug-17, ITEM-HSG
Slide 4Prof. Dr. E. Fleisch, Ass. Prof. Dr. F. Wortmann
Institute of Technology Management
The IoT facilitates hybrid value propositions
THING + IT =Thing-based
Function
IT-based
Service+
Crane
Bin
Bike
Heating
Preventive
maintenance
IoT stack
IoT stack
IoT stack
IoT stack
Automatic
replenishment
Fleet management,
leasing
Remote control,
energy consulting
Maintain
temperatures
Enable
transportation
Provide storage
capacity
Lift materials
© Aug-17, ITEM-HSG
Slide 5Prof. Dr. E. Fleisch, Ass. Prof. Dr. F. Wortmann
Institute of Technology Management
Services + post-sales revenue: The sweet spot for providers in the IoT era?
Source: VisionMobile, 2015.
Sweet Spot
© Aug-17, ITEM-HSG
Slide 6Prof. Dr. E. Fleisch, Ass. Prof. Dr. F. Wortmann
Institute of Technology Management
Revenue driver I: Physical product
When you deliver and get paid
How you create value
Product Service
Digital
Physical
Hue
$205
Free digital
services
such as geo-
fencing & alert
+
© Aug-17, ITEM-HSG
Slide 7Prof. Dr. E. Fleisch, Ass. Prof. Dr. F. Wortmann
Institute of Technology Management
Revenue driver II: Digital services
When you deliver and get paid
How you create value
Product Service
Digital
Physical
Nest Camera
$199
Premium
subscription
services,
e.g. 30-days
history for
$300 / year
Free digital
services
such as alert
+ +
+
© Aug-17, ITEM-HSG
Slide 8Prof. Dr. E. Fleisch, Ass. Prof. Dr. F. Wortmann
Institute of Technology Management
Revenue driver III: Digital products
When you deliver and get paid
How you create value
Product Service
Digital
Physical
Model S,
$105’000
Digital add-ons,
e.g. Autopilot
$ 3’000
+
+
Free digital
services, e.g.
digital
maintenance
© Aug-17, ITEM-HSG
Slide 9Prof. Dr. E. Fleisch, Ass. Prof. Dr. F. Wortmann
Institute of Technology Management
Revenue driver IV: Physical services
© Aug-17, ITEM-HSG
Slide 10Prof. Dr. E. Fleisch, Ass. Prof. Dr. F. Wortmann
Institute of Technology Management
Revenue driver IV: Physical services
When you deliver and get paid
How you create value
Product Service
Digital
Physical
TUECONNECT
remote monitoring
service
Lifecycle Care
RENTALL solution
Fixed monthly fee
Minimum 36
months
«Product as a Service»
© Aug-17, ITEM-HSG
Slide 11Prof. Dr. E. Fleisch, Ass. Prof. Dr. F. Wortmann
Institute of Technology Management
Summary
Internet of Things
The Internet of Things will decouple value proposition
and revenue and foster asymmetric revenue streams.3
The Internet of Things is an evolution not a revolution –
except you miss it out!4
The Internet of Things will enable new business models
and enhance existing ones. 2
The Internet of Things is the next wave of the internet
and will fundamentally change the way we do business.1
Projektskizze «Competence Center Automotive Intelligence»23. September 2011
Robert Winter, Felix Wortmann
Institut für Wirtschaftsinformatik
Ertragsmodelle im IoT – Geld verdienen, aber wie?Rapperswil, 5. September 2017
Ass. Prof. Dr. Felix Wortmann
Assistant Professor of Technology Management,
Scientific Director Bosch Internet of Things Lab
Institute of Technology Management