Mobile computing & business modelling

Vienna University of Technology
January 2008

Today’s business environment is characterized by rapid technological change that makes disruptive innovations and new business models possible. However, little analytical tools help in identifying disruptive business models. Identifying how insurgents disrupt established markets is a major challenge.

In this seminar, we study techniques for evaluating the disruptive potential of innovative business models. We illustrate these techniques with the case study of Shockfish.

Our analysis is composed of three parts.

First, we present a scenario-based forecasting approach, which could be helpful before defining a strategy of adoption, deployment, and management of business solutions; this forecasting method seems particularly appropriate since the future in a technology landscape, such as mobile computing and ambient intelligence, is so uncertain and the pace of development so fast.

Second, we define a business model ontology, which provides the analyst with a framework for describing the main components of a business model, covering the product innovation, the customer relationship, the infrastructure management, and the financial aspects.

Thirdly, we describe an analytical instrument for detecting disruptive innovations. We apply this instrument to a case study in order to discover the disruptive potential of its business model.

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