Get documents about "Ontology-Based Operators for e-Business Model De-and Reconstruction
Document Sample
Gedistribueerde Systemen 2 mei 2000
Ontology-Based Operators
Ontology-Based Operators
for e-Business Model De- and
for e-Business Model De- and
Reconstruction
Reconstruction
Jaap Gordijn
Hans Akkermans
Free University Amsterdam/Faculty of Sciences
Vuture.net – Centre for e-Business Research
Masterclass ICT
The e -value ontology for economic value based e-
The e33-value ontology for economic value based e-
business model design
business model design
Start
Legend
Stimulus
Reader r1
Market
Segment Read article
telephone
telephone
connection
connection
fee
Ope-
Value
AND fork rator Handle Activity
Value traffic
termination
Exchange
Value article
termination
Object online termination Value
fee
Port
Value
Provide Interface
Actor online news
articles
Stop
Amsterdam Times Stimulus
K-CAP 2001
Masterclass ICT 1
Gedistribueerde Systemen 2 mei 2000
How to find variations on a found e-business model?
How to find variations on a found e-business model?
• Deconstruct value model using operators:
– Value activity deconstruction: find ‘smaller’ value activities,
which can be assigned to different actors
– Value port deconstruction: find ports with ‘smaller’ value
objects
– Value interface deconstruction: split up interfaces with
ports > 2 into interfaces with fewer ports
– Repeat these deconstruction operators a number of times
• Reconstruct value model
– Reassign newly found value activities to actors
K-CAP 2001
Deconstruction operator 1:
Deconstruction operator 1:
Value activity deconstruction
Value activity deconstruction
• Can we split a value activity • Value interfaces to
into smaller ones, which environment remain
each can be assigned to invariant.
different actors?
telephone telephone
telephone connection connection
telephone
connection fee
connection
fee
inter connection
Handle Handle long
Handle local
traffic loop traffic distance traffic
termination inter connection
termination fee
fee
termination termination
fee
K-CAP 2001
Masterclass ICT 2
Gedistribueerde Systemen 2 mei 2000
Value activity deconstruction continued:
Value activity deconstruction continued:
Outsourcing activities
Outsourcing activities
article Internet
article
termination online termination service
online
provisioning
Provide Provide Internet
online news news service
articles articles provisioning
fee
termination
termination termination termination
fee
fee
K-CAP 2001
Deconstruction operator 2:
Deconstruction operator 2:
Value port deconstruction
Value port deconstruction
• Can we split ports/objects
into smaller ones, which
each can be delivered by
different actors?
Internet
service
access
provisioning
Provide Internet Provide Internet
hosting service
news service news
articles provisioning articles provisioning
fee
fee
K-CAP 2001
Masterclass ICT 3
Gedistribueerde Systemen 2 mei 2000
Deconstruction operator 3:
Deconstruction operator 3:
Value interface deconstruction
Value interface deconstruction
access
Provide Internet
news access fee service
articles provisioning
hosting
hosting fee
Internet
access access access
Provide Internet Provide provisioning
news access fee service news access fee
hosting
articles provisioning articles Internet
hosting hosting
provisioning
hosting fee hosting fee
K-CAP 2001
Access & Hosting via value activity deconstruction
Access & Hosting via value activity deconstruction
Internet Internet access
Internet
service service
access
provisioning provisioning Internet
Internet provisioning
service access fee
service
provisioning' Internet
provisioning hosting
fee fee access
provisioning
hosting fee
Difference with previous slide?
K-CAP 2001
Masterclass ICT 4
Gedistribueerde Systemen 2 mei 2000
Reconstruction of business models
Reconstruction of business models
• Make value activity • Re-identify actors;
configurations: • Make alternative value-
connected value activities activity – actor
without their performing assignments.
actors;
Value activity Actor
Reader Last Data Hoster AT
Mile Runner
Read article x
Local loop x x
Long distance x x
Inet access x x x x
Hosting x x x x
News x
K-CAP 2001
Reader r1
Read article
A reconstructed
A reconstructed telephone
model
telephone fee
model connection
Last
Mile Handle local
loop traffic
termination
article
online interconnection
inter
fee
connection
Data
Runner
termination
fee
Handle long
distance traffic
termination
Internet
access access
prov.
access fee
fee access
Provide hosting
Internet
news hosting
articles provisioning
hosting
Amsterdam Hoster
fee
Times
K-CAP 2001
Masterclass ICT 5
Gedistribueerde Systemen 2 mei 2000
Conclusions
Conclusions
• Study variations on an existing business value
model using deconstruction operators;
• Operators are defined on the e3-value ontology,
which is used to represent a value model;
• Three operators:
– Value activity deconstruction operator;
– Value port deconstruction operator;
– Value interface deconstruction operator.
K-CAP 2001
Masterclass ICT 6
