Build the digital enterprise mark skilton copyright 2014 v1

1. DESIGNING YOUR DIGITAL ECOSYSTEM PROF. MARK SKILTON, WARWICK BUSINESS SCHOOL COMPETITING WITH BIG DATA, SOCIAL, MOBILITY, CLOUD AND INTERNET OF THINGS https://www.brighttalk.com/webcast/9059/107493 October 8 2014

2. Agenda •Concept of Digital Enterprise •A Theory discussion on Space-time concepts •Real examples •Conclusions 06/10/2014 Mark Skilton copyright 2014 2 @mskilton Personal Blog http://www.markskilton.com Inquiries and Press Media contacts through my Office or via my emailhttp://www.wbs.ac.uk/about/person/mark-skilton AcademicProfessorProfilehttps://www.linkedin.com/pub/mark-skilton/1/189/968

3. eGovernment Smart City eHotel Smart Home eTravel eDefense eTransport eResearch& Development eSustainabilityMunicipals eAerospace Engineering Advanced Engineering embedded Sensors ePorts eShipping eEducation Digital Art Immersive Theatre Online-Gamming Quantified Self eMarketing eMedia ePublications eSecurityCyber Quantified Life eAgriculture ePackaging eHealthcare eFinance eUtilities eTelecommunications eBanking eInsurance eBuildings eCommunities & Crowds eTrade, Auctions eCharity eVocation Digitization of Industries eSocialcare eFarming eConsumer Products & Services eSales eSupplychain Connected Automotive eApparel eSport eTaxis eEstate Digital Currency Wearables eEmergency eMedical ePrison penitentiary eLegal eContracts eInnovation ePharmaceuticals eHorticultureHydroponics eElectronicsAdvanced Computing eHomeLandsecurity eJudiciary eAirports eRail eConstruction eWarfare eSolicitors ePalliative eMunicipals eMentalHealth eHumanResources eKnowledge eExpertize eInformation TechnologyServices eOutsourcing eAssets eWealth ePhilanthropy eLibraries eRecreation eTourism eAppliances 06/10/2014 Mark Skilton copyright 2014 3

5. Development of Value in digitization Social / Organizational Network Analysis Value Operating networks of tangible and intangible flows Social Graph Outlet ValueNetwork OperatingNode Market Source: Wikimedia open 06/10/2014 Mark Skilton copyright 2014 5

6. Contextualization of value Room Hotel Work Ambient Floor Furniture TV Phone Public Internet Pay per view Office Meeting Room Table Conference Lighting Temperature Object-action-insight -Contextualization Semantic classification Incomplete example of ontology of room Work Desk Color: BlackShape: Rectangle Material: Metal Desk Lamp Color: Gold Bulb: Smart bulb Energy: Low power 06/10/2014 Mark Skilton copyright 2014 6

8. 4thGeneration 5thGeneration Data centric mediation Digital Workspaces Social mediaMassive distributed server clusters Mobility Visualization Started1970-80’s Started1980-90’s 2000-10’s 2010-2020’s Abstracted Softwareand Hardware Rapid GUI, Web designClient-Server Parametric computation EarlyArtificial Intelligence Machine Learning Algorithms Modular, scalable Software and Hardware Contextual location basedServices, Hardware and Objects Digital Convergence / Digital Platforms Augmented / Artificial Intelligence Software and Hardware Development Techniques Key characteristics DigitalEcosystems 06/10/2014 Mark Skilton copyright 2014 8

9. Social Perspectives Object Tracking Room TemperatureSensors InformationDisplay boards AmbientSmartlighting Facility maintenance Shelf Space Management Social media Humidity control Smart Table top LocationTracking Wireless charging Smart Hydroponics Smart appliances Facility remote Services SocialNetworks Wearable tech VirtualMeetings 06/10/2014 Mark Skilton copyright 2014 9

10. Business Perspectives Smart ART Smart Mirrors Smart Lighting CommercialInformation & Pricing Boards Dynamic “live” Advertizing Automated preparation AutomatedWastageManagement AutomatedMaterialsReplenishment Dynamic “Menus” Smart Point of Sale Customer NFRServices AutomatedProductPromotions Consumer Service personalization WearablesDevices WearablesApparels Dynamicpre-ordering& recommendations 06/10/2014 Mark Skilton copyright 2014 10

11. Knowledge Perspectives WellbeingWearables Smart Glasses Smart Tablets Wireless device to device connectivity External presenceconnectivity Smart Work boards Smart Wall surfaces Tethered Mobile devices Smart pens Customer NFRServices Smart Building, Room connectivity Smart paper Proximity Sensors Smart roomlocation Beacons & Services AugmentedReality Virtual Realityprojections Stereoscopic Object scanning Telepresencemeetings Context Libraryand services Virtual & AssistedCollaboration WearablesPersonal assistant Smart Tables, Smart chairs 06/10/2014 Mark Skilton copyright 2014 11

13. The digitization of Workplaces immediatesensory information 1stperson viewpoint Collective person viewpoint 3rdperson viewpoint Collaborativeinformation, communities Markets, communities, Global events Spatial ecosystems 06/10/2014 Mark Skilton copyright 2014 13

14. Semantic information field of view Physical Data Metadata Hyperdata Groups of namesand activities My nameand currentactivity Information and their relationships to all names and activities Informationand theirrelationshipsto groupsof namesand activities 06/10/2014 Mark Skilton copyright 2014 14

15. The digitization of Workplaces Physical Data Metadata Hyperdata Collective Intelligence Augmented Intelligence Artificial Intelligence Information ecosystems 06/10/2014 Mark Skilton copyright 2014 15

16. Temporal information field of view The Present Now The Past The Future Information of the Past, PresentFuture CertainNear Future CertainNear Past Less certainPast Less certainFuture KnownPast UnknownPast PossibleFutures UnknownFutures Path through time taken Path through time taken 06/10/2014 Mark Skilton copyright 2014 16

17. Temporal information field of view The Present Now Information of the Past, PresentFuture PastTimeInformation Further Past, Presentand FutureOutcomes Near Pastand Present Outcomes Temporal ecosystems Future TimeInformation 06/10/2014 Mark Skilton copyright 2014 17

19. Transformation of Workplaces Workspacesby Digitization Physical spaces Information in time Convergence of Physical and Virtual spaces Spatial Information View of view Temporal Information View of view The type and location of dataand its relationships Physical location of persons, objects, buildings And places Domain Workspace Semantic andPragmatic Information View of view SPACE TIME The relation of data to The time it is created And represents What is Experiencedand understood CONTEXT 06/10/2014 Mark Skilton copyright 2014 19

21. Semantic level Morphological level Syntactic level Pragmatic level Objects Relationships Meaning Knowledge& Action “Theory of Knowledge” Epistemological layers “Theory of being” Ontological layers Basic Facts & things Actors, relations, devices, objects, sensory objects Rich Non-contextual Contextual Purposeful (Classical) Information perspective 06/10/2014 Mark Skilton copyright 2014 21 Adapted from the Ladder of Inference / Semiotic Ladder

22. Processes, Conversions, Transformations SystemsDomains OrganizationalStructures People Avatars, Agents, Virtual People Data, Metadata Integration Acquisition Connectivity GeographicDomains, Dominions Internetworking Devices & Sensors Sourcing Code EconomicCommercial Security, Privacy InformationEcosystem Physical Domains Information Domains InformationEcosystem 06/10/2014 Mark Skilton copyright 2014 22 Information Domains Semantic(Contextual) Physical Domains Web 1.0 Web 2.0 Web 3.0 Web 4.0 Information Ecosystem

23. Building Digital Enterprise –“smart spaces” Information centric view PEC Model STC Model Technology led Ecosystem led “what data value have I got?” “How can technology extend my capabilities and add value?” “Where can I buildbetter outcomes?” Source: Book: Building the Digital Enterprise 06/10/2014 Mark Skilton copyright 2014 23 Information led

24. Car securityRoute Planning Passenger services Satellite & Telecoms Operators In car BrandsRetail services Entertainment AccessoryManufacturers SmartTraffic planning Driver assist, Vehicle to Vehiclecommunication VirtualShowrooms Connected Automobile Ecosystem Location Parking Assist, Refuel, Charging 06/10/2014 Mark Skilton copyright 2014 24

25. Smart Hotel Ecosystem Loyalty cards, services In room services Maintenance services Room facilities Reception services Room Cleaning Services Travel and Bookingservices Connections and Transport Rooms & Facilities ReorderingandBrands 06/10/2014 Mark Skilton copyright 2014 25

26. Smart Retail Ecosystem Smart TransportCabin Services In store Services Maintenance services TrafficOptimization Crowd / Marketplaces Home Delivery Smart Fridges Connections and Transport Supply chain Optimization ReorderingandBrands Smart Displays Smart Shelves(Weight sensors) Fleet Management LogisticsAutomation Smart Homes, Offices Store,StockPricing, Availability Consumerco-presence Brand Optimization 06/10/2014 Mark Skilton copyright 2014 26

28. Digital Sales and Marketing – Commercial Strategies Digital Shop Content to Purchase (C2P) Location Business Models Engage the shopper inside and outside the retail storeIn-store sensors -NFC mobile information and PoS Coupon-cloud –discountsSmart Display boards –contextual advertizing Context-based marketing“pre-during and post shop” Loyalty marketing “Data Driven Marketing” “Get off treadmill of promotions –target rewards to customers and partners Location based Marketing support Services Coca-Cola Salesforce Incentive-mobile Support Partner effectiveness programs with digital –ExampleCoca-Cola Pro Avec vous program –France -CegidRestaurants “Pro with You” Use of innovative businessmodels to engage customersand providers in excellence -Digital Trials –“Happy hours” -Crowd Sourcing –volunteerscheck store pricing and displays 06/10/2014 Mark Skilton copyright 2014 28

29. Logistics and Supply ChainStrategies Communications Engagement Productivity & Efficiency Digital Signage –engage workforcein many locations. Sites , offices, canteens, manufacturing sitesKiosks and hotspots , on tablets and smartphonesAllow peopleto access content and “Self-service” Plant maintenance operators – tablets and mobile engineeringand maintenance specifications Team leaders, staff training and skills development Technology enable staff workforcevirtual webinars and workplaceCollaborationmanagement teams Site locations and supplier collaboration Physical asset tracking –“coolers” with RFID tags. Asset Management Vendor Managed Inventory “Machine Data” –machine Quality& Reliability –pattern recognition “Procurement and analytics spend” Products and materials cost of goodssold optimization“Logistics and Transportation” 3rdparty hauler trackingDriver cabin communications“Automatic retailer alerts” fordelivery-on-timeschedule –earlies, latesoptimization 06/10/2014 Mark Skilton copyright 2014 29

30. Digital Enterprise Operations & Logistics Sales & Marketing Digital Trails, serious gaming Data DrivenMarketing In-store Sensors Partner embedded services Mobile Incentives Smart Advert pricing Displays Smart PoSPayments Machine Data Crowd SourcingInnovation Procurement & Analytics Spend Logistics & Transportation Smart IDs Workforce Collaboration Partner Collaboration QR, RFID Digital Signage Self-service, Comms, skills Smart PlannedMaintenance Training & SkillsAugmentation Content Management ProductivityTools Real time Alerts Content Management 06/10/2014 Mark Skilton copyright 2014 30

32. Building Digital Platforms Room/Facility Augmentation Personal / Business Community Travel -In transit automation Contextual relationship augmentation Knowledge augmentation Object augmentation Object Platforms Room / Facility Platforms Personal Platform Community Platform Knowledge Platforms Contextual Platforms Travel-Transit Platforms Digital Trails, serious gaming Crowd SourcingInnovation In-store Sensors Partner embedded services Mobile Incentives Data DrivenMarketing Smart Advert pricing Displays Smart PoSPayments Digital Signage Self-service, Comms, skills Smart PlannedMaintenance Training & SkillsAugmentation Real time Alerts Content Management Machine Data Procurement & Analytics Spend Logistics & Transportation Smart IDs Workforce Collaboration Partner Collaboration PEC Model 06/10/2014 Mark Skilton copyright 2014 32

33. Building Digital Workspaces STC Model Enterprise Customer Outcomes Mobile App Purchases Multi-channel leverage Social media discountsBrand cross-sell, up-sell Social –Market connections 3rdparty Turnover pull-through Objects Rooms, Facilities % Mobile Sales % indirect sales People, Businesses % Brand Sales% Address1ble Market % Total cost ofoperation Time to market Changes in channelstock Space Time illustrative Digital Signage Smart PoSPayments Crowd SourcingInnovation Partner embedded services 06/10/2014 Mark Skilton copyright 2014 33

34. Towards building Digital Workspaces 2-sidedMarket Platforms TSPs Multi-sidedMarket Platforms MSPs Value NetworkEcosystems VNEs Web apps Mobile apps (Converged multi-channel) Financial Services – On-line payments Citizen services – identitymanagement Healthcare – Translation to BenchmHealth monitoring News-Media –EntertainmentEducation -MOOCRetail -eMarketplace Smart City Connected Car Smart Hotel Web catalogs Social Networks Content mashups Mobile gaming Mobile geo-presence Mobile adverts 06/10/2014 Mark Skilton copyright 2014 34

35. ConsumersConsumer Consumer Buyers Provider Sub suppliers Sellers Vertical Integrated Value Network Upstream Downstream Cross sell Scale up Scale out Horizontally Integrated Value Network HorizontalValue Chain VerticalValue Chain Multi-sidedPlatform Value NetworkEcosystem 2ndorder 2ndorder nthorder nthorder Two-sidedPlatform Towards building Digital Workspaces 06/10/2014 Mark Skilton copyright 2014 35

37. Building Digital Workspaces Digital Signage Smart PoSPayments Crowd SourcingInnovation Partner embedded services illustrative 06/10/2014 Mark Skilton copyright 2014 37 The Open GroupOpen Platform 3.0 Archimate Notation

38. Building Digital Workspaces Digital Signage Smart PoSPayments Crowd SourcingInnovation Partner embedded services Objects Rooms, Facilities People, Businesses illustrative 06/10/2014 Mark Skilton copyright 2014 38

39. Towards Digital Enterprise –Future of Roadmaps of Adoption Digital Ecosystems Customerand UserResource Experience Process Choreographyand ServiceExperience FunctionalIntegration Experience Technology MediationCluster ExperienceMediationCluster Business MediationCluster Digital Technologies Digital Architecture Process clusters Technology clusters User & Data ExperienceClusters Modularity, scalability, generativity 06/10/2014 Mark Skilton copyright 2014 39

40. The Greenhouse Project 06/10/2014 Mark Skilton copyright 2014 40 The greenhouse is surrounded by an experimental green roof maintained bythe Fifth Dimension-Green Roofs in Urban Areas project. The aim to develop IoT solutionsfor supporting the concept of Smart spaces and IoT Student Projects Using sensor technology, networks, 3D printing … Helsinki University, Finland https://wiki.Helsinki.fi/display/Exactum5D/Home Aim at learning about improving City environments: CO2 sequestration, improve microclimates, regulate hydrological cycle, Habitat provisioning, active cooling/insulation, dust filtering, aesthetic improvement, recreation and education spaces… Air Temperature Humidity Hydroponics Heat Emissions …. Visitors Throughput Conceptualization illustration

41. Building Digital Workspace Program Plan Digital WorkspaceManagement Networking and Communications DigitalSensor & Device Management Services and Applications Data Support Human Interactions EcosystemDriversInteroperability& Portability Trials and Demos Cross-Work streamActivities Security, Privacy, legal Compliance and Trust Energy Efficiency & sustainability Standardization and Architecture considerations: -Modularity, scalability, adoption Ecosystem –Outcomes, Monetization mechanisms. generativity Adapted from IoT Towards Ecosystems –University of HelsinkiNational IoT Program Finland http://www.internetofthings.fi/ 06/10/2014 Mark Skilton copyright 2014 41 EXAMPLE

43. Contextual Case Study Examples –Mobile app order and payment A study showed that on average a person takes 12 minutes waiting time to pay for their meal. Enter Restaurant Select and order Meal Meal prepared and deliveredto Table Consume meal Pay for meal and leave Enter Restaurant Select and order MealMobile app generates Payment CODEfor use with meal Meal prepared and deliveredto Table Consume mealMobile app pays for meal Request Bill X no waiting for bill request X faster service feedback X During and after Customer Experienceopportunities to promote discounts, coupons, brandawareness Pre-order mealon Mobile app Meal alreadyprepared , you pickup or consumeon premise Consume mealMobile app pays for meal X Faster ordering of meal X Faster delivery of mealX no waiting for bill request X faster service feedback X no waste in meal preparationfor Restaurant (make what is needed) X faster second time orderingfrom remembering preferences X Before, during and after opportunitiesto promote discounts, coupons, brandawareness Arrive at Restaurantor have it delivered to you Don’t have to wait for bill “TIME IS MONEY” Its all about maximizing the value of time…and avoiding lost opportunity costs 06/10/2014 Mark Skilton copyright 2014 43

44. Contextual Case Study Examples City Region Local Enterprise Partnerships LEPs (UK) ( Liverpool, Manchester, Southampton, Leeds, London…) Geo-context services Various Start-ups & Currentplayers Many Mobile apps to provide Location basedContextual services. FourSquarefor SMEs example 06/10/2014 Mark Skilton copyright 2014 44

45. Monetization in the Old Economy and the New Digital Economy OperationalMonetizationStrategies Operating demand and supply, bundling capabilities Market channel, business processand supply chaincapabilities Capital funding, contract, IPmethodscapabilities Ts & CsMonetizationStrategies GrowthMonetizationStrategies CommunityMonetizationStrategies ChannelMonetizationStrategies Industry StandardizationMonetizationStrategies Community identity, feedback Connectionscapabilities Structureof channelsto markets, Channel mixCapabilities Access specialization, reward, consistencyand interoperability NEWECONOMY OLDECONOMY This is the “radius effect” Of monetization It is the value of spatial connections and its contextual content relevance These monetization strategiesare levers that pull or push inside your own company as ways to generate revenue and profitability. “Network effects” may be advantageous if designed and business model ran correctly Platforms are good at these 06/10/2014 Mark Skilton copyright 2014 45

46. Basic ecosystem Current societalsystems and Interactions Evolving systemsand ecosystem domains System of Systems connected spaces Super informationInfo hubs Outside-InInside-out Spatial-temporalDomains 1stTechnology era 2ndTechnology era 3rdTechnology era 4thTechnology era Augmented/ Synthetic Intelligence New forms of cognitive multiplicity models are driving new forms of appliedintelligence The PC era and the move towardscommon basic internet standards The explosive growth of data, networks and modality of mobile and sensor devices is driving a building out and formation of temporal-space visual systems. 2030 2020 Synthetic-cybernetic Virtual –life existences Temporaneous artificial existence 2050 2015 Near and future trajectories 06/10/2014 Mark Skilton copyright 2014 46

47. Conclusions -examples Embedded services The Future of “Live Advertizing” -click on an video or advert on a web page in a tablet or mobile embedded code allows you to click the picture and then it automatically brings up a catalog, options of merchants to buy it from and then pay and go.. all frictionless….MasterCard (1) Growth of the Digital Services Economy“Clustering in Cities matter….the (agglomeration) model is driving growth in the Services sector (to create more jobs and company inward investment) supporting much more closer networks of people , accelerated by digital to help networks exist, BUT all want to be physical in context”… Economist, Manchester City Council (2) Privacy and geolocation services “ 2 /3rds of the daily calls and messages between parents and children deal with the physical location of the family members” National Internet of Things Program, Finland (3) 06/10/2014 Mark Skilton copyright 2014 47

48. Conclusions -examples Digital convergence “There will be 25 Billion objects predicted within 5 years, potentially that’s 25 Billion points of sale PoS… it’s about digital convergence". MasterCard (4) In context Services Hilton Turns Smartphones Into Room Keys “We analyzed data and feedback from more than 40 million HHonorsTMmembers, as well as guest surveys, social media posts, and review sites, and it's clear that guests want greater choice and control”.. …Hilton International –Press –informationweek.com (5) Digitization and Innovation “I don’t see Digitalization is about Enterprise, it’s all about increasing Innovation” - Philips Healthcare Research Labs (6) 06/10/2014 Mark Skilton copyright 2014 48

49. Thank you New Book 2015 06/10/2014 Mark Skilton copyright 2014 49 http://www.opengroup.org/ The Open Group Open Platform 3.0™ Forum http://www.opengroup.org/subjectareas/platform3.0 http://hubofallthings.com/ https://www.youtube.com/watch?v=rf6liT9JHw8 The material and concepts in this presentation is the copyright of Mark Skilton 2014

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