Ontology-Based Operators Ontology-Based Operators for e-Business - - PDF document

Gedistribueerde Systemen 2 mei 2000 Masterclass ICT 1

Masterclass ICT

Ontology-Based Operators for e-Business Model De- and Reconstruction Ontology-Based Operators for e-Business Model De- and Reconstruction

Jaap Gordijn Hans Akkermans

Free University Amsterdam/Faculty of Sciences Vuture.net – Centre for e-Business Research

K-CAP 2001

The e3-value ontology for economic value based e- business model design The e3-value ontology for economic value based e- business model design

Legend Read article Provide

• nline news

articles Reader r1 Amsterdam Times Ope- rator Handle traffic telephone connection fee telephone connection article

• nline

termination termination fee termination Market Segment Actor Value Exchange Value Object Value Interface Value Port Value Activity Start Stimulus Stop Stimulus AND fork

Gedistribueerde Systemen 2 mei 2000 Masterclass ICT 2

K-CAP 2001

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

• bjects

– 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: Value activity deconstruction Deconstruction operator 1: Value activity deconstruction

• Can we split a value activity

into smaller ones, which each can be assigned to different actors?

Handle local loop traffic Handle long distance traffic inter connection inter connection fee telephone connection telephone connection fee termination fee termination Handle traffic telephone connection fee telephone connection termination fee termination

• Value interfaces to

environment remain invariant.

Gedistribueerde Systemen 2 mei 2000 Masterclass ICT 3

K-CAP 2001

Value activity deconstruction continued: Outsourcing activities Value activity deconstruction continued: Outsourcing activities

Provide

• nline news

articles article

• nline

termination termination termination fee Provide news articles article

• nline

termination termination termination fee Internet service provisioning fee Internet service provisioning

K-CAP 2001

Deconstruction operator 2: Value port deconstruction Deconstruction operator 2: Value port deconstruction

• Can we split ports/objects

into smaller ones, which each can be delivered by different actors?

Provide news articles Internet service provisioning fee Internet service provisioning Provide news articles Internet service provisioning access hosting fee

Gedistribueerde Systemen 2 mei 2000 Masterclass ICT 4

K-CAP 2001

Deconstruction operator 3: Value interface deconstruction Deconstruction operator 3: Value interface deconstruction

Provide news articles Internet service provisioning access fee access hosting hosting fee Provide news articles Internet service provisioning access fee access hosting hosting fee Internet hosting provisioning Provide news articles Internet access provisioning access fee access hosting hosting fee

K-CAP 2001

Access & Hosting via value activity deconstruction Access & Hosting via value activity deconstruction

Internet service provisioning fee Internet service provisioning Internet service provisioning' fee Internet service provisioning Internet access provisioning Internet access provisioning access fee access hosting hosting fee

Difference with previous slide?

Gedistribueerde Systemen 2 mei 2000 Masterclass ICT 5

K-CAP 2001

Reconstruction of business models Reconstruction of business models

• Make value activity

configurations: connected value activities without their performing actors;

x News x x x x Hosting x x x x Inet access x x Long distance x x Local loop x Read article AT Hoster Data Runner Last Mile Reader Actor Value activity

• Re-identify actors;
• Make alternative value-

activity – actor assignments.

K-CAP 2001

A reconstructed model A reconstructed model

Read article Provide news articles Reader r1 Amsterdam Times article

• nline

termination Last Mile Handle local loop traffic telephone connection Hoster Internet hosting provisioning Data Runner Internet access prov. fee access Handle long distance traffic interconnection fee inter connection termination fee hosting hosting fee termination access access fee telephone fee

Gedistribueerde Systemen 2 mei 2000 Masterclass ICT 6

K-CAP 2001

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.