New business models for ITS - NEWBITS

Transcription

1 New business models for ITS - NEWBITS Xavier Leal Ortelio Ltd Thessaloniki HIT-CERTH, 27 th September 2017 This project has received funding from the European Union s Horizon 2020 research and innovation programme under grant agreement No

2 New Business models for Intelligent Transport Systems Call: H2020 Topic Roadmap, new business models, awareness raising, support and incentives for the roll-out of ITS Ortelio Ltd 3

3 ITS: Key area for a systemic change Intelligent Transport Systems (ITS) use information and communications technologies (ICT) to improve safety, reliability, efficiency and quality of transport (ETSI, 2013) Key enabler of a more efficient use of transport, fostering integration to provide door-to-door transport systems and maximizing safety, mobility and environmental performance Key technological area, continuous source of innovation and new business opportunities to yield improved mobility solutions Ortelio Ltd

4 MANY of the most promising ITS applications have failed to make it beyond trial phases Enabling technologies of ITS developed and improved in past decade Technical feasibility demonstrated in many projects Standards developed as result of projects Services don t resonate with consumer needs Business Models not accounting the broad range of technos, services, systems Redundancy projects launched without a full evaluation of existing solutions Difficult cooperation frameworks Ortelio Ltd

5 Current innovation practice reveals a persistent lack of mutual understanding amongst the users involved in the innovation process ITS: lack of systemic approach that facilitates user-driven innovation and joint value creation based on shared information and shared data sources Need for appropriate business models to: create value for customers and capture part of that value, and inform decision-making across a variety of stakeholders Ortelio Ltd

6 NEWBITS aims to improve understanding of conditions affecting C-ITS innovations that Minimizes failures inherent to ITS innovation diffusion Evolves current business models Identifies effective incentives to accelerate ITS deployment through Applying a Business Ecosystem concept to ITS Select and define Case studies, representative of ITS key business areas Configuration of Communities of Interest and Networking Platform Upscale results towards ITS ecosystem Implementing a Holistic Intelligence process Mapping ITS ecosystem: initiatives-projects-services Identify ITS enablers and barriers & Investigate existing KPIs Gather intelligence of market, demand, stakeholders and innovation diffusion Shape novel business models Adapt the Value Network Analysis: describe WHERE VALUE lies in a network and HOW is created Pivoting on the case studies to canalize the process of business modeling Ortelio Ltd 5

7 Operational Definitions Two levels - Macro level (ITS initiatives); Meso level (Case studies for specific ITS subareas) Case Studies NEWBITS follows a case study based approach. They will bring understanding of the complexities of ITS and provide knowledge about the existing value creation systems; Application the project considers applications as the use given to ITS in order to achieve a purpose, so this is a combination of several technologies in order to fulfill user requirements related to a transport mode. Applications are aligned with the concept of Service. Examples of ITS services are traffic jam warning, green light optimal speed advisory, V2V merging assistance, etc. Business Models - conceptualized as a unit of analysis, considered a customer-centric construct highlighting the networked architecture of the value creation pattern. Ortelio Ltd 7

8 Macro Level Categorization and Mapping of ITS services Taxonomy development & Case study validation Business case guidelines, recommendations Enablers, barriers and KPIs for ITS implementation Benchmarking ITS innovation diffusion US-EU- APAC & Communities of Interest (Tier 2+) Ortelio Ltd 8

9 Meso Level: Case studies Case Study Validation Holistic Market Intelligence Business case guidelines, recommendations Communities of Interest Configuration (Tier 1) Networked Business Modeling Ortelio Ltd 9

10 Project s Case Studies Validated VAOPOINT mobility Car-sharing at Spanish Universities Campuses SIEEG ICT platform to increase efficiency and security in harbor chain logistics COMPASS4D Verona C-ITS to manage driver s behavior KEEP SAFE A networked approach to railway safety Ortelio Ltd 10

11 Tier 1 CoI R&D (Coventry University) ; Manufacturer (Alstom); Owner (Network Rail); Operator (Virgin Trains); Regulatory Body (UK s Office for Rail Regulation & Railway Safety and Standards Board) Holistic Market Intelligence Market Definition-sizing, market segmentation, customers definition, competitors assessment, value chain, PESTL Stakeholders analysis (revenue model, partner network, value proposition) Conjoint Analysis* Business Modelling: Value Network Analysis 4 stage process Defining the network / Defining and mapping value flows / Craft value propositions / Align and shape business models Ortelio Ltd 11

12 Impacts Understanding of the dynamics behind current status of ITS implementation Key Indicators KPIs and barriers for ITS analyzed; Holistic Intelligence process finalized New Business models able to inform decision-making and identify incentives Business models formalized for each case study Contribution supporting the development of more efficient policies in C- ITS Network platform operative, training and policy recommendations Viara Bojkova, Ortelio Ltd 12

13 Ortelio Ltd brings research results to the market A snapshot of the key sectors we are involved in: ROBOTICS: Cloud robotics, Artificial Intelligence, Multi-robot coordination ICT: Big Data, Open data and open collaborative environments TRANSPORT: ITS, Machine to Machine (M2M) technologies NOESIS Novel Decision support tool for evaluating strategic Big Data investments in Transport and ITS (H2020 Mobility for Growth) CIPTEC - Collective Innovation for Public Transport in European Cities (H2020 Mobility for Growth) METRIC - Mapping European Transport regional Research & Innovation Capacities (FP7 - Tran) MARIO Managing active and healthy aging with use of caring service robots (Horizon 2020 Public Health) RAPP - A software platform to support the creation and delivery of robotics applications (FP7 ICT) ROUTE-TO-PA Improving the engagement of citizens by making them able to socially interact over open data (Horizon2020 Europe in a changing world ) Ortelio Ltd 13

14 Xavier Leal ORTELIO Ltd Coventry University Technology Park Puma Way, Coventry CV1 2TT, UK 14