tharaka phd presentation2010

Improving E-Business Design through Business Model Analysis


PhD Thesis

Tharaka Ilayperuma

Department of Computer and Systems Sciences

Stockholm UniversitySweden

December 8, 2010

Improving E-Business Design through Business Model AnalysisDecember 8, 2010 2

Overview

• Introduction• Research Questions and Goals• Research Process• Improving E-Business Design Through Business Model

Analysis– Business Modeling Methods– E-Service Design Method

• Contributions


Introduction

• Business modeling and e-service design have become important parts in developing e-business applications – There are various business model design

frameworks– However, most frameworks do not address the

integration on intentions, objectives and stages of business-oriented interactions


Introduction

• From a business point of view, e-business applications should help achieving strategic interests of business stakeholders– This can be achieved by considering alignment

between different aspects such as goal, business and e-services in the modeling process

December 8, 2010 4


Research Questions

How to design business models and e-services whilst taking into account stakeholder intentions and business environments?

• By mapping stakeholder intentions and business environments, to goals and business collaborations, we derive three specific research questions:

1. How to design business models considering goal models?

2. How to design business models considering business collaborations?

3. How to design e-services based on business models?

December 8, 2010 5


Research Goals and Overview of the design artifacts in relation to goals

• To address the research questions presented above, we thus formulate the goals as:

1. To develop a method for designing business models based on goal models

2. To develop a method for designing business models based on business collaboration models

3. To develop a method for designing e-services based on business models

December 8, 2010 6


Research Process

• In this research study we have followed a design science research approach to build a set of artifacts to improve e-business design

• These artifacts are developed in the form of methods for developing a business model considering stakeholder goals and business environments that can be used as a basis for designing economically viable e-services

December 8, 2010 7


General Background – Business Modeling

• Why we need business models?– To articulate vague business ideas

• We want to distribute our music electronically• We want to outsource our ICT support• We want to form a joint venture with a movie-making company

• What does a Business Model Answer?– Which is our value proposition?– How does our company create and market this value?– Which actors are needed to offer the value?– What value do the actors offer each other?– ...

December 8, 2010 9


Analyzing Basic Notions in Business Modeling

• Economic Resources vs. Internal Values– An economic resource is an object that can be offered by one actor to

another. Examples can be goods such as cars, books, etc, and services such as medical treatments, hair cuts, etc

– An internal value is a particular way of providing a resource, e.g. convenience attached to home delivery of a product

• Resource Transfers– Resource Transfer is an activity that transfers economic resources

between actors– We identify three components of a resource transfer between two

actors, for instance, A and B• transfer of right from A to B • transfer of custody (enabling access to the resource) to B • evidence documents from A to B

December 8, 2010 10


Analyzing Basic Notions in Business Modeling

RESOURCE

RIGHT

WatchTRANSFER

EVIDENCE DOCUMENT

Ticket

Right

Custody

Evidence

Transfer of

1 Right

2 Custody (access, enabling)

3 Evidence of right

RESOURCE

Movie


Designing Goal – aligned Business Models

December 8, 201012

Goal-aligned Business Model

Elicit Business Goals

Goal Model

Means templates

Transformation rules

Goal: Knowledge about the disease shall be high

Means: Procure knowledge on symptoms and disease (resource)

Use means templates to define course of actions to (e.g. template 3)

- Choose transformation alternative (3.a) and complement means

Procure knowledge on symptoms and diseases (resource1) from Health services office (actor1) by providing ……

-apply corresponding transformation rule and derive business model components

Introduce new Actor Health services office to procure knowledge on symptoms and diseases


Improving Goal – aligned Business Models by Analyzing Business Collaborations

December 8, 2010 13

e.g. InitialTreatment transaction between Patient and Primary care physician

PatientRegistration: for registering patients by the health services office

Identify resources along different stages of business collaboration

RegistrationServiceInfo

eCatalogue and PrintedCatalogue

convenience

Analyze reciprocal resource transfers in the business model

Primary care physician offers basic treatment and referral to Patient

Introduce transaction concerning establishment of future commitments

Identify resources using internal values


E-Services Design Based on Business Models

December 8, 2010 14

Goal aligned Business Model

Identifying Business Transactions

Business transaction types

Identifying Resources and Value Transfers

Information about Business

Different phases of a business collaborationInternal values


Business model fragments with business transactions

Designing Business Model

creating CIM-level process model for each elicited

service

Elicitation of services

PIM/Service Behavior Models

PIM/Service Profile Models

Platform Independent Model(PIM)


Met

hod

for

Des

igni

ng e

-se

rvic

es

Com

puta

tion

Inde

pend

ent

M

odel

(C

IM)

Means templatesTransformation rules

Business Modeling


E-Services Design Based on Business Models

December 8, 2010 15




Identifying Resources and Value Transfers

Information about Business





creating CIM-level process model for each elicited

service


PIM/Service Behavior Models

PIM/Service Profile Models

System-Oriented Model (PIM)


Met

hod

for

Des

igni

ng e

-se

rvic

es

Bus

ines

s-O

rient

ed M

odel

(C

IM)


Business

Modelin

g

depicting exc

hanged

resource

s

InitialTreatment transactionInitialTreatment transaction

Identify business services considering business transaction phases

TreatmentScheduling service correspond to resource offerings in the negotiation phase

TreatmentScheduling service correspond to resource offerings in the negotiation phase

Activity: Provide accreditationInformation resource: AccreditationActivity: Provide accreditationInformation resource: Accreditation

Determine basic activities & resources that describe behavior of the service

Apply transform rules(rule 3.a: every information resource is transformed to a message)

Message element: accreditaionMessage element: accreditaion


Contributions




Identifying Resources and Resource Transfers


Business Information




Business-Oriented Service Behavior Models


Met

hod

for

Des

igni

ng B

usin

ess

Mod

els

Con

side

ring

Tra

nsac

tion

Type

s

Service Behavior Models

Service Profile Models

System Oriented Models (PIM)


Met

hod

for

Des

igni

ng e

-se

rvic

es

Bus

ines

s O

rient

ed

Mod

els

(CIM

)

Met

hod

for

Des

igni

ng G

oal-

alig

ned

Bus

ines

s M

odel


A method for designing goal-aligned business model - means templates, transformation rules

A method for designing explorative business model by analyzing business collaborations - business transaction types, identification

of resources

A method for designing e-services based on business models - developing business-oriented models,

transformation rules


Thank you!

• Questions/Comments

tharaka phd presentation2010

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