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Co-funded by theEuropean
Commission
Value Co-Creation Workshop
Maurizio Spirito, Claudio Pastrone, Michele Osella, Maria Teresa Delgado (ISMB, Italy) Unify-IoT
Charalampos Doukas (CREATE-NET, Italy) AGILE
IoT-EPI Common Workshop, 22 June, 2016Valencia, Spain
Co-funded by theEuropean
Commission
Value Co-creation• Value co-creation – federate stakeholders to build an EU IoT ecosystem by working
together on mutually agreed Joint Developments, such as: • Tangible outcomes, technical solutions (including e.g., common APIs)• Pilots (including e. g., approaches for recruiting, evaluation, benchmarking)• Business models frameworks, exploitation roadmaps• Approaches for community building around platforms and for fostering adoption• Educational initiatives• …
• Value co-creation in IoT-EPI occurs • within RIAs and among RIAs where common opportunities/challenges are identified• … but also leveraging on existing outcomes of previous/running (FP7) IoT Projects
Co-funded by theEuropean
Commission
Value Co-creation: Framework
Value co-created can be measured with respect to 3 value axis
- Innovators - Early adopters - Early majority - Late majority - Laggards
- User friendliness - Personalization/configurability - Comfort - Entertainment - Social status - Safety - Perceived quality - Time Saving - Money saving
- Free (Advertising powered, Cross-subsidization , zero marginal cost)
- Premium (à la carte, subscription fee, royalties)
- Freemium (feature/time/size limited )
Co-funded by theEuropean
Commission
Value Co-creation: Everything Fits In
TF – IoT Accelerators
TF – Platforms Interoperability
TF – Educational Platforms
TF – IoT Business models
WS – IoT Architectural Approaches
WS – IoT Use Cases and Applications
WS – Standardization Landscape
TF – International Collaboration
TF – InnovationIoT
Co-funded by theEuropean
Commission
Connection with IoT-EPI TFsTF
01: I
nnov
ation
Inno
vatio
n su
ppor
t nee
ds
AGILE TAGIT Smart SymbIoTe InterIoT BIG-IOT
Attracting both HW/SW developers
Showcasing the value proposition
Getting the right platform flexibility message across
No real needs at this stage identified
Co-creation of platform use-cases with the right customers/ stakeholders
Attracting the right stakeholders to join IoT platform federation (app dev, IoT platforms, GW vendor, cloud operator)
New use cases for validation beyond those envisioned in SymbIoTe
Launch of services around the platform eco-system with real end user reach
Standardisation of key project outcomesEducation and training
Attract a large number of SMEs and integrators to stimulate the innovation eco-system
Community building especially reaching developers
Comms and dissemination
Integration support from existing projects that BIG-IOT aims to integrate
Co-funded by theEuropean
Commission
Connection with IoT-EPI TFsTF
04:B
usin
ess M
odel
sIo
T-EP
I Val
ue c
reati
on M
appi
ng
Co-funded by theEuropean
Commission
Common Potential Community & Business Building Activities (from TF03: Accelerators)Feedback from the projects in preparation of the workshop:
Co-funded by theEuropean
Commission
Results from Questionnaires
Tang
ible
Out
com
es
Co-funded by theEuropean
Commission
Results from Questionnaires
Is your project using value co-creation mechanisms and/or approaches as innovation drivers?
What type of value creation approach is your project implementing?
Please indicate the co-creation methodologies implemented within your project
Co-funded by theEuropean
Commission
RIA Mapping – Tech Level
Co-funded by theEuropean
Commission
RIA Mapping – Pilot Level
Mass market PLM, Smart Retail,
Product Monitoring
Livestock Monitoring
Port/Vessel Monitoring
Smart Mobility
Smart Healthcare,
QuantifiedSelf
Environment/Energy Monitoring, recycling
Smart City
Co-funded by theEuropean
Commission
Workshop Rationale
Work together hands-on to create new value
in the form of joint developments
combining results made available by different
RIAs
Present the first version of the value co-creation framework
Explore mechanisms fostering synergies among RIAs
Uncover market implications and societal relevance of co-creation dynamics
Main goal of the workshop
Co-funded by theEuropean
Commission
Co-Creation Landscape
Co-funded by theEuropean
Commission
Co-Creation Framework by Unify-IoT
Co-funded by theEuropean
Commission
Co-Creation Framework
Why What Where How
Sensor / endpoint supplier
Network operator
M2M product supplier
Systemintegrator
(Vertical)Service provider
Nth-level provider
Data transmission
provider
Vertical application domain #1
Sensor / endpoint supplier
Network operator
M2M product supplier
Systemintegrator
(Vertical)Service provider
Nth-level provider
Data transmission
provider
Vertical application domain #2
Sensor / endpoint supplier
Network operator
M2M product supplier
Systemintegrator
(Vertical)Service provider
Nth-level provider
Data transmission
provider
Vertical application domain #n
Degree of vertical integration
Degree of horizontal integration
Degree of functional integration
Cloud provider
R&D advisor
SW developer
1• External access to the platform
2• Adoption of open standard
3• Open data licenses
4• Open source licenses
5• Platforms to distribute project code
6• Third-party’s catalogues & marketplaces
7• Liaisons with educational/research bodies
8• Co-creation catalyzers
Value axes Value proposition Value network Co-creation mechanisms
Co-funded by theEuropean
Commission
Phase I: Joint Developments
• Goal: stimulate and validate joint developments combining multiple RIAs’ outcomes.
• Format: brainstorming sessions in 3 groups • Timing: 20 minutes. • Expected outcomes: 2-3 prioritized joint developments, previously validated
based on the mutual benefits (RIAs’ perspective), market traction (adopters’ perspective) and societal relevance (end-users’ perspective).
Co-funded by theEuropean
Commission
Phase I: Co-Creation Dimensions
End Users
Adopters
IoT-EPI
IoT Platforms IoTplatform
IoTplatform
IoTplatform
RIA RIA RIA
Adopter Adopter Adopter
End user
End user
End user
Market proposition
Technological reuse
Value co-creation
(e.g., startups, SMEs, open-API developers, makers)
(e.g., citizens, students, patients)
Mutual benefits (RIA)
Market traction (adopters)
Societal relevance (end-users)
Value co-creation that works is characterized by:
Co-funded by theEuropean
Commission
Phase I: the ‘Validation Funnel’
Mutual benefits - RIA
Market traction - ADOPTERS
Societal relevance – END-USERS
Synergy ideas
IoT-EPI joint developments
Is the synergy useful for several entities of the IoT-EPI ecosystem?
Is the synergy likely to create value for B2B customers?
Is the synergy likely to solve tough problems for end-users?
Co-creation dimension Guiding questions
Co-funded by theEuropean
Commission
Phase II: Speedy Pitches
• Goal: share outcomes of Phase I and possibly reshuffle groups based on individuals interest.
• Format: plenary pitches meant to present phase 1 outcomes and invite participants to discuss in-depth a specific IoT-EPI joint development.
• Timing: 3 minutes / group. Max 1 question per speech [Total: 15 mins] • Expected outcomes: reestablishment of groups of interest to further explore
IoT-EPI joint developments derived from phase 1 (possibly re-shuffling previous groups).
Co-funded by theEuropean
Commission
Phase III: Value Co-Creation Exercise
• Goal: estimate the problem-solution fit of the proposed IoT-EPI joint developments, thus enhancing their market readiness and societal relevance.
• Format: hands-on team-working session of rapid prototyping facilitated by Unify-IoT team.
• Timing: 20 minutes. • Expected outcomes: validation of the value proposition of IoT-EPI joint
developments (i.e., addressing targeted needs, solving targeted problems)
Co-funded by theEuropean
Commission
The Toolkit at a Glance
Goal: create value for your customerExpected achievement: problem-solution fit
Value Proposition Canvas
Goal: create value for your businessExpected achievement: product-market fit
Business Model Canvas
Part of Unify-IoT co-creation framework
Used in today’s workshop
Working tool of TF on business models
Used in tomorrow’s TF04 workshop
Co-funded by theEuropean
Commission
The Value Proposition Canvas
Problem-solution fit
What we DESIGN What we OBSERVE
Value MapFeatures of a specific value proposition
Customer ProfilePeculiar traits of a
specific customer segment
1
2
4
35
6
Co-funded by theEuropean
Commission
An Example in the IoT Realm
Open API Smart
Electricity Meter
Low-cost automatic metering
Anti-tampering smart meters
Use of open API
Access to multiple smart meter producers
Provision of energy
services
Getting rid of vendor lock-in
Absence of real-time billing of energy
consumption
High number of frauds
Expanding the market footprint
Open API Smart Electricity Meter Energy Service Providers
C CD
D
B
BA
A
Co-funded by theEuropean
Commission
Feedback
Co-funded by theEuropean
Commission
Next Steps
• What is expected from the IoT-EPI projects and task forces in the future?
• How to share the information among projects and interested parties?
• How to promote the use of the framework in the future?