Analysis and Description of Design Options for the ... · Software Engineering für betriebliche...

Software Engineering für betriebliche Informationssysteme (sebis)

Fakultät für Informatik

Technische Universität München

wwwmatthes.in.tum.de

Analysis and Description of Design Options for the

Establishment of a Sustainable Mobility Ecosystem

May 30th

Stefan Hefele, Master Thesis – Final Presentation

http://wwwmatthes.in.tum.de/

http://wwwmatthes.in.tum.de

Outline

2

1. Motivation

2. Research Questions

3. Definitions & Framework

4. Analysis Results

Stefan Hefele - Master Thesis © sebis

5. Recommendations for TUM LLCM

6. Summary & Outlook

Transportation Has Reached Its Limits

© sebis Stefan Hefele - Master Thesis 3

World population

growth

Urbanization

Sources: https://i.ytimg.com/vi/1gnl5qtKqvY/maxresdefault.jpg

http://cornerstonemag.net/wp-

content/uploads/2015/06/shutterstock_151488392.jpg

http://cdn2.spiegel.de/images/image-167959-galleryV9-epem-

167959.jpg (all 20.01.2016)

https://i.ytimg.com/vi/1gnl5qtKqvY/maxresdefault.jpg

http://cornerstonemag.net/wp-content/uploads/2015/06/shutterstock_151488392.jpg



http://cdn2.spiegel.de/images/image-167959-galleryV9-epem-167959.jpg









An Open Service Platform for Digital Mobility

© sebis 4

The TUM Living Lab Connected Mobility

Stefan Hefele - Master Thesis

Sources: Technische Universität München (2016), adapted from Matthes (2015), http://content.southuniversity.edu/assets/marketing/Insite/Public-Transportation-Main--jpg.jpg, http://cdn1.abendzeitung-

muenchen.de/media.media.d357c411-4e86-48b9-ac48-620e5e052373.normalized.jpeg, http://www.codeproject.com/KB/web-image/Google_map/sampleMap.JPG,

http://infospace.ischool.syr.edu/files/2012/02/aug1.jpg, (all 20.01.2016)

Innovative

platform

services

Use cases

Evaluation of

industrial

application

Customer-

centered

approach

Living Lab Connected Mobility & Platform

Traffic Flow

Detection Car

Sharing

Bike

Sharing Parking Sensors Traffic News Floating Car

Data

Public

Transport

Long-

Distance

Transport

…

App

App

App

http://content.southuniversity.edu/assets/marketing/Insite/Public-Transportation-Main--jpg.jpg







http://cdn1.abendzeitung-muenchen.de/media.media.d357c411-4e86-48b9-ac48-620e5e052373.normalized.jpeg











http://www.codeproject.com/KB/web-image/Google_map/sampleMap.JPG



http://infospace.ischool.syr.edu/files/2012/02/aug1.jpg

“Analog“ Platforms Software-Based Platforms

© sebis

“The Age of Platforms“ Platform Business Models Are Everywhere

5 Stefan Hefele - Master Thesis

Sources: Suarez/Kirtley (2012), https://upload.wikimedia.org/wikipedia/commons/thumb/5/5e/Visa_Inc._logo.svg/2000px-Visa_Inc._logo.svg.png,

https://commons.wikimedia.org/wiki/File:Riem_Arcaden_Logo.svg, http://media2.giga.de/2012/01/Android-logo.png, http://www.freelargeimages.com/wp-

content/uploads/2015/05/Facebook_Vector_Logo_Hd_02.png, http://desktopsolution.org/wp-content/uploads/2015/12/iOS-logo.png, http://www.pnglogo.com/wp-

content/uploads/2015/10/Amazon-Logo-PNG-02507.png (all 20.01.2016)

https://upload.wikimedia.org/wikipedia/commons/thumb/5/5e/Visa_Inc._logo.svg/2000px-Visa_Inc._logo.svg.png



https://commons.wikimedia.org/wiki/File:Riem_Arcaden_Logo.svg

http://media2.giga.de/2012/01/Android-logo.png



http://www.freelargeimages.com/wp-content/uploads/2015/05/Facebook_Vector_Logo_Hd_02.png



http://desktopsolution.org/wp-content/uploads/2015/12/iOS-logo.png





http://www.pnglogo.com/wp-content/uploads/2015/10/Amazon-Logo-PNG-02507.png









Outline

6

1. Motivation



4. Analysis Results




Research Questions

“Analysis and Description of Design Options for the Establishment of a

Sustainable Mobility Ecosystem”

7 Stefan Hefele - Master Thesis © sebis

Research Question 1:

How can platforms, their players and interconnections be characterized

according to existing literature?


What have been factors for the successful establishment of platform

businesses in the past?


Which design and governance options do exist to successfully establish a

mobility platform and ecosystem?

Outline

8

1. Motivation



4. Analysis Results





Product

development

Technology

strategy

Industrial

economy

Platform

Sources: Baldwin/Woodard (2009), http://www.autobild.de/bilder/vw-golf-vii-auf-mqb-plattform-2855187.html#bild2, http://www.smartchoice.pk/blog/wp-content/uploads/2015/08/credit-

card-images1.jpg#, http://praxistipps.s3.amazonaws.com/windows-xp-startet-nicht_28859987.jpg (all 20.01.2016)

Existing Definitions

http://www.autobild.de/bilder/vw-golf-vii-auf-mqb-plattform-2855187.html













http://www.smartchoice.pk/blog/wp-content/uploads/2015/08/credit-card-images1.jpg







http://praxistipps.s3.amazonaws.com/windows-xp-startet-nicht_28859987.jpg







Existing Definitions


Industrial

economy

Product

development

Technology

strategy

external

internal

Industry

platform

Supply chain

platform

Internal

platform

Internal

platform

External

platform

Baldwin/Woodard Gawer Gawer/Cusumano

2009 2014 2014 Sources: Baldwin/Woodard (2009), Gawer (2014), Gawer/Cusumano (2014)

Definition of “Platform Ecosystem“


Platform Ecosystem

Architecture Governance

Platform

Provider

Applications

Developers

Customers

Platform Ecosystem Governance

© sebis 12

Framework for Analysis


Platform

Ecosystem

Governance

Platform Provider

Structure Business

Decision Rights

Partitioning Control

Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009)


© sebis 13



Platform

Ecosystem

Governance

Platform Provider

Structure Business

Decision Rights




© sebis 14




Platform

Ecosystem

Governance

Platform Provider

Structure Business

Decision Rights



© sebis 15




Platform

Ecosystem

Governance

Platform Provider

Structure Business

Decision Rights



© sebis 16




Platform

Ecosystem

Governance

Platform Provider

Structure Business

Decision Rights


Outline

17

1. Motivation



4. Analysis Results





Waze & Moovit

Platform Provider

Structure Business

Decision Rights


Start-ups Useful service

Crowdsourcing

Centralized (Platform)

Decentralized

(Applications)

Gatekeeping

Output control

Social control

No control

Some control

Extensive control

Apple iOS


Platform Provider

Structure Business

Decision Rights


Large incumbent Innovative product

Ecosystem with strong

network effects


Partly centralized

(Applications)

Gatekeeping

Output control

Social control

No control

Some control

Extensive control

ITS Factory Finland


Platform Provider

Structure Business

Decision Rights


Public-private

partnership

Open data access

Possible future

ecosystem


Decentralized

(Applications)

Gatekeeping

Output control

Social control

No control

Some control

Extensive control

Outline

21

1. Motivation



4. Analysis Results




„Powered by TUM LLCM“


Platform Provider

Structure Business

Decision Rights


Ensure evolvability

and flexibility of the

platform

Structure is not

decisive

Data-driven business

model

Platform on top of

mobile platforms

Standards

Collaborative

processes

Two-level access

Tight quality control

Powered by LLCM©

LLCM©

TUM LLCM App


Platform Provider

Structure Business

Decision Rights


Ensure evolvability

and flexibility of the

platform

Structure is not

decisive

“Your data belongs to

you” as differentiation

Own application

Standards

Collaborative

processes

Two-level access

Tight quality control

LLCM© App

LLCM©

Outline

24

1. Motivation



4. Analysis Results





Contributions

Limitations

• Low number of cases

• Only publicly accessible information analyzed

Possible Future Research

• Validation of the framework with more cases

• Quantitative evaluation

Research Summary

Platform

Ecosystem

Governance

Platform Provider

Structure Business

Decision Rights


Platform Ecosystem

Architecture Governance

Platform

Provider

Applications

Developers

Customers

Powered by LLCM©

Thank you for your attention!

Any questions?


Bibliography

Baldwin, C.Y.; Woodard, C.J. (2009): The Architecture of Platforms: A Unified View. In: Platforms, Markets and Innovation.

Eds.: Gawer, A. Edward Elgar, Cheltenham, UK 2009, p. 19-44.

Evans, D.S. (2009): How catalysts ignite: the economics of platform-based start-ups. In: Platforms, markets and innovation.

Eds.: Gawer, A. Edward Elgar, Cheltenham, UK 2009, p. 99-130.

Evans, D.S.; Schmalensee, R. (2005): The industrial organization of markets with two-sided platforms. National Bureau of

Economic Research.

Gawer, A. (2014): Bridging differing perspectives on technological platforms: Toward an integrative framework. In: Research

Policy, Vol. 43 (2014) Nr. 7, p. 1239-1249.

Gawer, A.; Cusumano, M.A. (2014): Industry platforms and ecosystem innovation. In: Journal of Product Innovation

Management, Vol. 31 (2014) Nr. 3, p. 417-433.

Matthes, F. (2015): The TUM Living Lab Connected Mobility.

Schrank, D.; Eisele, B.; Lomax, T.; Bak, J. (2015): 2015 URBAN MOBILITY SCORECARD. Texas, USA: Texas A&M

Transportation Institute; INRIX, Inc.

Suarez, F.F.; Kirtley, J. (2012): Dethroning an established platform. In: MIT Sloan Management Review, Vol. 53 (2012) Nr.

4, p. 35-41.

Technische Universität München (2016): TUM Living Lab Connected Mobility. http://tum-llcm.de/, accessed on 06.01.2016.

Tiwana, A. (2014): Platform ecosystems, Elsevier, Amsterdam [u.a.] 2014.

Tiwana, A.; Konsynski, B.; Bush, A.A. (2010): Platform Evolution: Coevolution of Platform Architecture, Governance, and

Environmental Dynamics. In: Information Systems Research, Vol. 21 (2010) Nr. 4, p. 675-687.

United Nations, Department of Economic and Social Affairs, Population Division (2014): World Urbanization Prospects:

The 2014 Revision. New York, USA.

Webster, J.; Watson, R.T. (2002): ANALYZING THE PAST TO PREPARE FOR THE FUTURE: WRITING A LITERATURE

REVIEW. In: Mis Quarterly, Vol. 26 (2002) Nr. 2.


http://tum-llcm.de/

http://tum-llcm.de/

http://tum-llcm.de/

Backup


Population Growth & Urbanization

World Population (2050)

Urban

Rural


0

2

4

6

8

10

1990 2014 2050

Po

pu

latio

n (

bill

ions

World population development

Urban

Rural

Total

Source: United Nations (2014)

Congestions Spill Resources, Time, and Money

Spilled resources per auto commuter in the US (2014)


19 gallons (~72 litres) of fuel

$960 congestion cost

42 hours of delay

Sources: Schrank et al. (2015),

http://www.thegreenage.co.uk/wp-content/uploads/2013/02/crude-oilbarrel.jpg,

http://shirta.de/media/catalog/product/cache/1/small_image/295x295/9df78eab33525d08d6e5fb8d27136e95/s/a/sanduhr-d76216801.png, https://www.colourbox.com/preview/4282123-

dollar-banknotein-a-sack.jpg (all 25.01.2016)

http://www.thegreenage.co.uk/wp-content/uploads/2013/02/crude-oilbarrel.jpg





http://shirta.de/media/catalog/product/cache/1/small_image/295x295/9df78eab33525d08d6e5fb8d27136e95/s/a/sanduhr-d76216801.png



https://www.colourbox.com/preview/4282123-dollar-banknotein-a-sack.jpg









Project Plan

Definition of „Platform vocabulary“ derived from literature

Deliverable: Vocabulary, Governance analysis framework

Research and analysis of „platform success stories“

Deliverable: Filled-out governance analysis frameworks

Elaboration of design options for governance implementation in mobility platform ecosystems

Deliverable: Possible instantiations of platform governance frameworks for the TUM LLCM

Writing + buffer time

Submission date 15.06.2015

Deliverable: Final thesis


Writing

Pro

gre

ss

Dec –

Feb

March –

May

April –

May

May –

June

© sebis

Platform Ecosystem in the Big Picture


Platform

Ecosystem

Applications Platform

Standard

Ecosystem

Business

Ecosystem

Digital

Ecosystem

Software

Ecosystem

IBM‘s Vision of a Platform Ecosystem


Source: http://www.ibm.com/developerworks/cloud/library/cl-cloudecosystem/

http://www.ibm.com/developerworks/cloud/library/cl-cloudecosystem/



Research Method





How can platforms, their players and interconnections be characterized

according to existing literature?

Research Method:

Literature Review according to Webster/Watson (2002)

35 Journal Papers

21 Conference Papers

2 books

1 edited book

Source: Webster/Watson (2002)

Literature review according to Webster/Watson (2002)

• Databases: ACM Digital Library / EBSCO Business Source Premier / EBSCO Library,

Information Science & Technology Abstracts / IEEE Xplore / Google Scholar / Science

Direct

• Search terms

Relevant literature for RQ 1&3

• 35 Journal Papers

• 21 Conference Papers

• 2 books

• 1 edited book


Literature Review

Platform Platform ecosystem

Platform governance

Software(-based) platform

Two-sided market

IT value co(-)creation

Source: Webster/Watson (2002)

© sebis

Research Method





What have been factors for the successful establishment of platform

businesses in the past?

Approach:

Analysis of successful platforms with the help of framework from RQ1:

Waze / Moovit

Apple iOS

ITS Factory Finland

Research Method





Which design and governance options do exist to successfully establish a

mobility platform and ecosystem?

Approach:

Transfer of assumed success factors from RQ2 to TUM LLCM

Which combinations of success factors are possible?

Special characteristics of TUM LLCM

Analysis and Description of Design Options for the ... · Software Engineering für betriebliche...

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