IP-Strategies for digital Business Models
- 1. © 2017 WURZER & KOLLEGEN, München IP-Strategies for digital Business Models - 1 - © 2017 WURZER & KOLLEGEN, München Bits & Pretzels 2017 25.09.2017 Prof. Dr. Alexander J. Wurzer
- 2. © 2017 WURZER & KOLLEGEN, München Thermomix - 2 -
- 3. © 2017 WURZER & KOLLEGEN, München Thermomix - 3 - Click here to see the core features of the Thermomix TM5
- 4. © 2017 WURZER & KOLLEGEN, München World of Thermomix - 4 - Cookbooks Classes Magazines Newsletter E-Shop Community App MyTM All Devices Cooksticks UpdatesTM Digital Ecosystem Feedback
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- 6. © 2017 WURZER & KOLLEGEN, München IP Design in the digital Transformation - 6 - Physical product Layer 1 Sensor and actuator Layer 2 Connectivity Layer 3 Analytics Layer 4 Digital service Layer 5 Physical world Digital world Source: Fleisch, E. / Weinberger, M. / Wortmann, F. (2015): Geschäftsmodelle im Internet der Dinge, in: zfbf, Dezember 2015, S. 444 – 464. Digital Global Physical Local Customer benefit Willingness to pay Digital Ecosystem
- 7. © 2017 WURZER & KOLLEGEN, München IP Design in the digital Transformation - 7 - Physical product Layer 1 Sensor and actuator Layer 2 Connectivity Layer 3 Analytics Layer 4 Digital service Layer 5 Physical world Digital world Source: Fleisch, E. / Weinberger, M. / Wortmann, F. (2015): Geschäftsmodelle im Internet der Dinge, in: zfbf, Dezember 2015, S. 444 – 464. Digital Global Physical Local Willingness to pay Low High Competitive intensity and speed Digital Ecosystem Customer benefit
- 8. © 2017 WURZER & KOLLEGEN, München- 8 - Invention Principles for Cyberphysical Systems (Examples) Data Model Creation of a data model ("digital twin"), which fully maps the state of a system in the real world to the virtual world. Preference Model Designing a model that allows a system (described by a data model) to be optimized according to specific criteria / objectives. Describing the relationships and parameterizations used in the optimization task. Data Source Describe the data sources that are to be used for the parameterization of the data model, as well as for the optimization task. System Interfaces Defining and describing all interfaces in the system – Deciding whether the business model requires the development of proprietary interfaces. Exceeding into Value Creation Stages Designing services (for example, additional information or routines) which lead to special benefits in upstream or downstream value-added stages or eliminating process steps in these.
- 9. © 2017 WURZER & KOLLEGEN, München The Success of IP is determined within the Market by exclusive value added in the business model - 9 - Ecosystem – Smart ProductionEcosystem – Digital Farming Ecosystem – Smart Cooking Ecosystem – Smart Home
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