12 February 2009CEDR Business Modelling1 CEDR eSafety Road Map Business modelling

12 February 2009 CEDR Business Modelling2 Business Modelling Process Business Model Business Case Business Plan

12 February 2009 CEDR Business Modelling3 Business Modelling Domains: STOF model Service OrganisationTechnology Finance Product Outcome

12 February 2009 CEDR Business Modelling4 Example of service description Realtime Traffic & Travel information The user is provided with information on congestion and/or travel times of specific road sections Broadcasted each 15 min: news radio and text broadcast On demand: websites and per text message Service level; data with delay max 15 min and accuracy of +/- 10% on times (…)

12 February 2009 CEDR Business Modelling5 Data gathering Data processing Content Utilisation Value Web: RTTI Content providing Regulation Communi- cation Provider Device Provider Application Provider Advertising Data collection Data aggregation Decision making End user Service Provider Wholesale Service Provider

12 February 2009 CEDR Business Modelling6 Data collection Data aggregation Decision making Regulation Application Provider Service Provider End user Communi- cation Provider Device Provider Advertising Wholesale Service Provider RWS - loops RWS RWS - TIC RWS - Traffic - mgt IR detect RWS - Traffic - mgt Value web RTTI – Organisation (1) ,SMS Data gathering Data processing Content Utilisation Content providing

12 February 2009 CEDR Business Modelling7 Data collection Data aggregation Decision making Regulation Application Provider Service Provider End user Communi- cation Provider Device Provider Advertising NRA Value web RTTI – Organisation (2) Data gathering Data processing Content Utilisation Content providing

12 February 2009 CEDR Business Modelling8 Data collection Data aggregation Decision making Regulation Application Provider Service Provider End user Device Provider Advertising NRA Value web RTTI – Finance (2) Communi- cation Provider Flow of money Data gathering Data processing Content Utilisation Content providing

12 February 2009 CEDR Business Modelling9 Value web analysis Who is the (end) user? Which roles/activities are required to make & deliver the service? What is the added value of each activity/role? Activities Who delivers what to whom? (products, information) What is the flow of money, information? Relations Which party is best capable to perform a certain role? Are there combination of roles possible that can be performed by one or another party? Organisation Where is the power in the web? Which roles are required to get started? Which cooperations are essential for a good service delivery? Power Generic: how the service is created Specific: who and how What technology is used in what activity / relation? Are there alternatives? What are the implications Technology Analysis

12 February 2009 CEDR Business Modelling10 CoCar-SSW –Value Web lead by OEM Cons: OEM does neither have experience nor infrastructure for billing, little contact with end customers

12 February 2009 CEDR Business Modelling11 CoCar SSW - Value Web lead by Car-club Pros: Billing experience, contact with end customer Cons: Reaching critical mass

12 February 2009 CEDR Business Modelling12 Flow of Information information Grants, Legislative Framework Rules affetting the traffic circulation Rules enforcing the use of SAFESPOT Static Information Safespot Specification and rules Provide information about road works, road conditions, etc Dynamic-In real time information automotive Component costs Funding Tax incentives Funding Incentives Content Costs Financial Flows Funding SAFESPOT example B.M. Final System Ready to Use (V2V) Map providers Public Authorities Content providers System producers (Supplier) Content providers Safespot Organization Technical: Maintenance Specification Certification Insurance Companies DRIVER Safespot After Sale System Producer Support Interface with the User: Customer service Operator Services Road Operator System producers (car maker) Safespot Hw and Sw Safespot Hw and Sw Components Flow of Products After market solution: Safespot Hw and Sw Customer Support Flow of Services

12 February 2009 CEDR Business Modelling13 Recap ModelCasePlan Business Modelling Process Service OrganisationTechnology Finance Product Outcome STOF Domains Data gathering Data processing Content Utilisation Content providing Data collection Data aggregation Decision making Regulation End user Application Provider Service Provider Communi- cation Provider Device Provider Advertising Wholesale Service Provider Value Web

12 February 2009 CEDR Business Modelling14 Detail per phase Business ModelBusiness CaseBusiness Plan Service OrganisationTechnology Finance Product Outcome Service OrganisationTechnology Finance Product Outcome Service OrganisationTechnology Finance Product Outcome

12 February 2009 CEDR Business Modelling15 Different accents in the phases

12 February 2009 CEDR Business Modelling16 Case: Analyzing investment

12 February 2009 CEDR Business Modelling17 Case (2): Investment decision

12 February 2009 CEDR Business Modelling18 Inspecting detail of cases provided in CEDR Business Model Business Case Business Plan

12 February 2009 CEDR Business Modelling19 Business Modeling Process Cycle Business ModelBusiness CaseBusiness Plan New serviceNew technologyOther income model Same servicein another market Monitoring and updateing

12 February 2009 CEDR Business Modelling20 Who does what? Business Model Business Case Business Plan AccentFunction ServicePolicy/ Strategy Organisation TechnologyDefinition Finance Translation of policy into practice Realisation National Public body Min. V&W / DGMO (NL) DfT (UK) RWS (NL) HA (UK) Regions

12 February 2009 CEDR Business Modelling21 Business Model Business Case Business Plan RTTI eCall publicprivate international actual context Modelling in the traffic context Service OrganisationTechnology Finance Product Outcome Service OrganisationTechnology Finance Product Outcome Service OrganisationTechnology Finance Product Outcome Service OrganisationTechnology Finance Product Outcome Strategy Policy Translation Realisation Operation Service Finance ProductOutcome

12 February 2009 CEDR Business Modelling22 Conclusions from the Workshop at Rijkswaterstaat on Business Modelling (1) Attractive, useful and simple arrangement/planning/discussion model Gives a structured substance to particularly at the strategic level Gives insight in coherence/relations Facilitates discussions between stakeholders Particularly useful in future complex services like cooperative systems

12 February 2009 CEDR Business Modelling23 More explicit the role of the end-user The influence of vision/market developments and strategy > assumptions and boundary conditions How can this facilitate pre commercial procurement? Useful approach > make this more explicit compared to other methodologies How does the Multi Service Provider concept fit? Conclusions from the Workshop at Rijkswaterstaat on Business Modelling (2)