Digital Transformation Within the Emobility Market–Learnings and Insights from Early Market Development

Abstract

This paper presents a generic classification of digital artifact integration in electric vehicle supply equipment (EVSE) and resulting possibilities for emobility service provider (EMSP) to develop business models. Additionally, the results strongly support the assumption that EMSP value creation, capturing and business model sustainability are highly reliant on the grade of digitalization within the business model. The paper provides background and deeper insights into digitization and digitalization in the field of emobility. Furthermore, it shows the applicability of the "Layered Modular Architecture" (LMA) in business modeling as an instrument for the identification of digital technology enhanced value propositions. Finally, LMA and Service-oriented Architecture (SOA)-concept are proposed to enhance business modeling in digitally transforming ecosystems.

Service-oriented Business Model Framework - A Service-dominant Logic based Approach for Business Modeling in the Digital Era

“…The development of our SoBM approach has been an iterative process involving construction and evaluation phases. A series of case studies (Pfeiffer and Jarke, 2016;Pfeiffer, 2016) was a fundamental part of the research to gain insights into the research problem and evaluate the developed artifact. This artifact has been discussed and refined in diverse expert workshops and international conferences (e.g., Pfeiffer, 2016), which finally led to the present version of the SoBM framework.…”

“…Hereby, the service layer of a specific digital technology (i.e., a combined set of components) provides functionality for actors to create, manipulate, store, and consume information independent of the upper or lower layers. Thus, it unites "physical" and "intangible" functionality and represents the freely combinable value provision elements of a specific digital technology (Pfeiffer and Jarke, 2016;Yoo et al, 2010). As many digital artifacts are application agnostic, they allow multiple actors (incl.…”

“…non-human actors) to interact, share, and contribute across the four layers independent of the embedding material objects or actual ownership (Storbacka et al, 2012;Yoo et al, 2010). This can be seen as one key enabler for generativity and digitally invoked transformation processes-an unforeseen and unprecedented field of possible "innovative" services provided by and with digital technology (Pfeiffer and Jarke, 2016;Tilson et al 2010;Yoo et al, 2010). Based on the combinatorial evolution of existing technological artifacts (Arthur, 2009) the potential of digitization-based innovation is transcending product/service and industry borders.…”

“…This is particularly important as it has been observed that not only products and services, but even more BMs have to promote the generative characteristics of digital artifacts that make use of them. Hence, there is a necessity to develop a transcending and flexible approach to provide a supportive environment for developing viable market solutions in a digitally connected physical world (Kallinikos et al, 2013;Lusch and Nambisan, 2015;Pfeiffer and Jarke, 2016;Turber et al, 2014;Yoo, 2010;Yoo, 2013).…”

Digital Transformation, Business Model Innovation and Efficiency in Content Industries: A Review

“…Granularity sets digital objects apart by making possible two groups of operations: first, granularity helps trace the behaviour of a digital object to several layers of underlying operations (for example, data-mining of a database) by which it is sustained; and second, granularity enables minute and piecemeal intervention (for instance, editing Wikipedia or development of open source software). Both modularity and granularity have direct implications for digitized information products, both in content creation and management 17 . The above properties of digital content bestow three characteristics that distinguish digitized information products from physical goods: indestructibility, transmutability, and reproducibility 7 .…”