A Business Model for FIspace

Future Internet Business Collaboration Networks in Agri-Food, Transport & Logistics

Short introductionWageningen, 28 May 2014

Sjaak WolfertProject CoordinatorLEI Wageningen UR

Outline

• Future Internet Public Private Partnership (FI-PPP)

• FIspace– B2B platform with App store & B2B collaboration core

FI-WARE serving usage areas

3

FI-PPP Programme Architecture

90 M€ 80 M€ 130 M€

FInish

SmartAgriFood2

Location-basedservices

Internet of Tings Wireless Sensor Networks

Consultants

Forwarder

Production Plants

Carriers

PortsCustoms

BanksInsurances

Authorities

ConsumersFuture Internet Features

Social Media

Motivation and Impact

Agri-Food, Transport and Logistics:• EU turnover: 1,500 billion €• Efficiency: 148-220 billion € savings• Sustainability: 26.5% of CO2 emissions

FIspace will facilitate:■ … seamless cross-organizational

collaboration (information exchange, communication, coordination of activities)

■ …unprecedented transparency, visibility and control of processes (using Internet-connected sensors and IoT devices)

■ …rapid, easy, low cost development and deployment of customized solutions (apps and services)

■ …agile formation of business networks and ecosystems (social networks and app/service markets)

Privacy & Security

Internet of ServicesCloud Computing

Linked Open Data, Big Data

FIspace platform High Level Architecture

I2NDIoTIoCIoSS&T

GENERIC ENABLERS

Base Technologies

Validation

1. Crop Protection Information Sharing

2. Greenhouse Management & Control

3. Fish Distribution & (Re-)Planning

4. Fresh Fruit and Vegetables QA

5. Flowers & Plants SC Chain Monitoring

6. Meat Information Provenance

7. Import & Export of Consumer Goods

8. Tailored Information for Consumers

Trials:

T270: Security, Privacy, Trust Framework: SPT (KOC)

T250: System & Data Integration (ATOS)

T240: B2B Collaboration Core (IBM)

T230: App Store (IBM)

T220: User Front-End (ATOS)T2

60: O

pera

ting

Env

ironm

ent

(IBM

)T280: Soft

ware D

evelopment Toolkit:

SDK (ATO

S)

FIspace = the Facebook for B2B

FIspace approach: Software Mass Customisation

FIspaceApp Store

My FIspace (BCM)

DevelopApps

Pre-configureUser Systems

Customize &Use Systems

FIspace Platform

Single AppConfiguration

App developer Business Architect User (farmer, transporter, ...)

Example: Spraying Scenario

Scenario: get expert advice for spraying to handle disease on tomatoes

State AuthorityFranz Farmer Ed Expert

Spraying (follow advice)

Create Advice

Approval

Request Advice

Colla

bora

tive

Busi

ness

Pro

cess

Back

-End

Sys

tem

s Farm / GH Management

Systems

Sensor Network in the Greenhouse

Agronomist Expert System

Regulations & Approval System

1

2

3

FIspace App‘Weather

Information’

FIspace App‘Spraying Expert

Advice’

FIspace App‘Spraying

Certification’

product type, etc.

sensor data (access details)

suggested chemical

advice details

certificationdetails

8

T270: Security, Privacy, Trust Framework: SPT (KOC)

T250: System & Data Integration (ATOS)

T240: B2B Collaboration Core (IBM)

T230: App Store (IBM)

T220: User Front-End (ATOS)

T260

: Ope

ratin

g E

nviro

nmen

t(IB

M)T280: Soft

ware D

evelopment Toolkit:

SDK (ATO

S)

FIspace ecosystem developmentIn

dust

ries

(con

verg

ing)

Farming & Manufacturing Transport & Logistics

(Producers, Farmers, Manufacturers, Suppliers, ..)

Wholesale & Retail Health Sector

(Forwarder, Carriers, 3PL / 4PL, Ports, …) (Warehouses, Supermarkets, Stores, …) (Banks, Insurances, Authorities, ..´)

ICT Industry (going to the Cloud)

Cloud Operators & Infrastructure Providers

Business Configurators

I2NDIoTIoCIoSS&T

(+ follow up)

GENERIC ENABLERS

DEVELOPMENT TOOLKIT

Base Technologies

Validation

App & Service Providers

PlatformsHow to get started? Who will pay?

Q1: Platforms

Q2:Third party applications

Q3:Users

Towards a business model!

sjaak.wolfert@wur.nlwww.FIspace.eu

Concluding slides Jaap van der Pol

• The next slides contain the main conclusions of the thesis research of Jaap van der Pol, a MSc student from the Free University of Amsterdam

What is a viable business model for the electronic business platform FIspace?

Jaap van der PolVU Amsterdam

Business model criteria

• Efficiency

• Uniqueness

• Appropriateness

• Profit boosters

• FIspace aims to make businesses collaborate more efficient

• More than half of the interviewees see FIspace as unique.

• Consensus about some business model building blocks.

• First mover advantage, reputational effects

• Proof of added value is lacking.

• A few stakeholders do not see why FIspace is unique.

• Lack of consensus for other business model building blocks

• Threat of other platforms

+ -

Platform challenges

• User acquisition

• Scaling up

• Balancing interests

• FIspace has a lot of stakeholders. Phase 3 brings even more.

• Stakeholders are willing to spread the platform via their networks. Marquee users.

• Stakeholders at all sides of the market are involved

• Some stakeholders are not convinced of FIspace’s added value. There is no commercial drive behind it.

• Stakeholders that are not convinced will not spread the platform

• There has to be a viable business model for every individual stakeholder at all sides of the market

+ -

• Make FIspace more tangible– Calculate added value for apps and trials– Finish first version– Proof of principle– Decide on revenue streams– Find evangelists to take it beyond the

development phase

My advice for FIspace