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

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 3 -value ontology for economic value based e- The e 3 -value ontology for economic value based e- business model design business model design Start Legend Stimulus Reader r 1 Market Read article Segment telephone telephone connection connection fee Ope- Value rator AND fork Handle Activity Value traffic termination Exchange article Value termination online termination Object Value fee Port Value Provide Interface online news Actor 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 long Handle Handle local distance traffic traffic loop traffic inter connection termination 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 Internet article article termination termination service online 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 Internet Provide Internet Provide hosting service news service news provisioning articles provisioning articles 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 access fee news service articles provisioning hosting hosting fee Internet access access access Provide Internet Provide provisioning access fee access fee news service news hosting Internet articles provisioning articles 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 provisioning Internet access fee service service Internet provisioning' 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 r 1 Read article A reconstructed A reconstructed telephone model telephone fee model connection Last Mile Handle local loop traffic termination article interconnection online inter fee connection Data Runner termination fee Handle long distance traffic termination Internet access access prov. access fee fee access hosting Provide 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 e 3 -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