open business model and service innovation with vdml and serviceml arne j. berre sintef, norway,...

Open Business Model and Service Innovation with VDML and ServiceML

Arne J. Berre SINTEF, Norway, Arne.J.Berre@sintef.no Henk de Man, Cordys, Netherlands, hdman@cordys.com

and Yannick Lew and Brian Elvesæter, SINTEF

IWEI Workshop 3, Standardisation for interoperability in the service oriented enterprise Enschede, March 26th, 2013

Networked Enterprise transFormation and resource management in Future internet enabled Innovation CloudS, www.neffics.eu

2

NEFFICS Community ofhighly innovative networked enterprises

Networked innovationcommunity services(INDUCT)

Applications for highly innovative networked enterprises

Virtual Factory Network(Vlastuin)

Liquid Hospital – H2O(HSJD)

Enterprise SaaS Cloud business operationsand orchestration platform(CORDYS)

Google Apps/Waves, Cloud computing & Web 2.0 platform

Networked Enterprises on Internet of Services (IoS) and Things (IoT)

Networked enterprises MashApp applications and process support (CORDYS)

Networked process and service models(SINTEF)

ServiceML

Networked business value analysis models(IC Focus, AAU)

VDML

Networked innovation models, leadership and management processes(AAU)

CEN/389

Networked Enterprise transFormation and resource management in Future internet enabled Innovation CloudSwww.neffics.eu

NetworkedEnterprise

NetworkedEnterprise

NetworkedEnterprise

NetworkedEnterprise

NetworkedEnterprise

AT-ONESI process

VDML CMMN

BM canvasBM canvas

Service MLBuss. SoaML

Service

Challenge Idea

Portfolio

“Change”BM canvas

BOP Instance

BAMDashbord

Challenge

Innov. Dashboard

KPI’s

MashApps Case Mgmt

BMI (L)process

BPMNBMM

Funnel

NetworkedInnovation

management

Network BusinessModeling and

analysis

Value formula

Network BusinessOperations

incl. app/services development

Business values

Inter-enterprise Hub

Networksearch

Entity

Social modeling/Google Wave

Networked Enterprise Portal (Virtual Extended Factory Liquid Hospital)

NEFFICS Methodology and Practices WIki

Valueanalysisprocess

Google, COIN,

ASPIRE, ...

Internet of Services/Things

RFIDSensor

NEFFICS Platform

Networked Enterprise transFormation and resource management in Future internet enabled Innovation CloudSwww.neffics.eu 4

Networked Enterprise transFormation and resource management in Future internet enabled Innovation CloudSwww.neffics.eu 5

Business Model representation VDML and ServiceML

Six building blocks representation, as high-level abstraction; detailed representation and ”wiring inside”,

based on VDML

VDML

Positioning VDML

SoaML BPMN

VDML

Goalimplies measurabledescription

mandates

Role

Value Proposition

Value

Activity

Collaboration

Service Offering

Service Journey

Need

Capability

Org Unit

Business Network

Community

MethodResource

owns owns

supports supports

provides

requires

defines business

defines informal or “weak”

defines formal or structural

expresses

performs

creates and/or consumes

matches

participates

depicts

designs /experiences

provides /consumes

defines

translatesinto

provides /receives

articulates

Service ArchitectureService Contract

contains

establishes

subtype

Ideal

Expected

Actual

captures

Objective

Participant

Port

RequestService

Interface

ConsumerProvider

engages-plays

ownssubtype

subtypes

accesses

accesses

ServiceML

VDML

subtype

Business Model Innovation (BMI) with VDML diagrams

Capabilities

Network Partners

Value Propositions

Activities

Value Formulas

Customers

--

--

-

-

Doctor’sOffic

e

Hospital

Client

Office Appointment

Admission Request

ObstetricianServices

Hospital Maternity

Care

InitiateMonitoring

MonitoringReports

Emergency Admission

Emergency

EmergencyA

dmissions

Clinical

Oversight

Obstetrician

Obstetricians

PediatricianAn

esthesiologistER Physician

Affiliated Doctors

Pediatricians Anesth

esiologists

ER Physician

s

MaternityWard

Operating Room

Recovery

FacilitiesManagement.

Operating Room

Beds

AdmissionsMaternity Ward

Operating Room

Recovery

AdmissoinsNurse

Nurses

Nursing

ERNurseObstetricsNurse

PediatricNurse

Operating Room

Beds

Doctor’sOffice

Hospital

Client

Office Appointment

Admission Request

ObstetricianServices

Hospital Maternity

Care

InitiateMonitoring

MonitoringReports

Emergency Admission

Visit Doctor’s Office

PatientAppointments

Doc

tor’

s O

ffice

Provide Maternity Care

HospitalAdmission Requests

Handle Emergency

EmergencyPatients

Clie

nt

Monitor

Patient

MonitoredPatients

MonitoringReports

Monitor

Gestation

Obtain Maternity

Care

Hos

pita

l

‘Doctor’sOffice

Hospital Client

Monitoring Service

Patients

Maternity CareServices

Doctors

Cost of Monitoring Service to Doctor’s Office

...

...

...

...

+

+

++

Doctor’s value from Doctor’s Office

Patients value from Doctor’s Office

Cost of Maternity Care Services to Patient

...

...

...

...

...

...

...

...

...

...

...

...

...

...

...

Maternity Care Value Margin

-

+

+

+

+

+

+

+

+

+

+

+

+

-

+

+

+-

-

Patient’s payment +

Role Collaboration Diagram Role Collaboration Diagram

Measurement Dependency Diagram

Value Proposition Exchange Diagram

VDML

Capability Management Diagram Activity Network Diagram

Business Model Diagram

Customers and Network Partners with Role Collaboration Diagram

Value Propositions with Value Proposition Exchange Diagram

Value Proposition expressions

Activities with Activity Network Diagram

Capabilities with Capability Management Diagram

Value Formulas with Measurement Dependency Diagram

Value Type library

Process Innovation with VDML Activity diagram – and further CMM

and BPMN models for execution

Service Innovation with ServiceML diagrams

Actors with Value Networks

Actors with Service Interactions

Touchpoints with Service Journeys

Opportunities with Service Contracts

Using Business

SoaML

ManureProducer

ManureTransporter

ManureConsumer

Laboratory

ManureAdministrator

Authority

Regulator

InfrastructureProvider

Verification and control

Manure accounting

contract

Manure invoicing and transport

Lab resultsManure sampling

and invoicing

Manure data

reporting

Manure account data

Verification and control

Manure accounting

Data verificationManure

invoicing and transport

Lab results

Manure data & sampling

service

Verification and control

Va

lue

Ne

two

rk V

iew

Serv

ice

s Arc

hite

ctu

re

From Value Networks to Service Contracts

Experiences with Service Journeys

Networked Enterprise transFormation and resource management in Future internet enabled Innovation CloudSwww.neffics.eu 28

Needs with Goals/Objectives

VDML

Business Architect

buyer (C )

Seller(A)

Reseller(B)

d1

d3

d4

d2

Comp.

Dept1 Dept2 Dept3

BU

buyer (C )

seller (A)

Reseller(B)

d1 d2Act 1 Act 2 Act 3

d1Act 1 Act 2

Participant

Participates in

Engineer in Team X

Member pof Project P

Employee A √ √

Team T √

Identify Services

Phase A

Phase B

-

-

Task2+

Task3+

Task1

P-Frag+

+F-1

Identify Cases

Identify Processes

IT Architect

SolutionArchitect

Identify Services

Service Models(ServiceML)

ProcessModels(CMMN) (BPMN)

Has valueHas

valueHas

value

WebServicesWS1 WS2 WS3 WSx WSx WSx

Deploy new services

Execute /Uses

Execute & uses

From Models to Execution

VDML

Conclusion

• The NEFFICS platform provides support for Open Business Model and Service Innovation with VDML and ServiceML

• From ideation through modeling to execution

• www.neffics.eu

• Videos and demos are available