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IP-Strategies for digital Business Models

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What do IP-strategies need to do for digital business models?
Speech by Prof. Wurzer held at the Bits and Pretzels conference 2017

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IP-Strategies for digital Business Models

  1. 1. © 2017 WURZER & KOLLEGEN, München IP-Strategies for digital Business Models - 1 - © 2017 WURZER & KOLLEGEN, München Bits & Pretzels 2017 25.09.2017 Prof. Dr. Alexander J. Wurzer
  2. 2. © 2017 WURZER & KOLLEGEN, München Thermomix - 2 -
  3. 3. © 2017 WURZER & KOLLEGEN, München Thermomix - 3 - Click here to see the core features of the Thermomix TM5
  4. 4. © 2017 WURZER & KOLLEGEN, München World of Thermomix - 4 - Cookbooks Classes Magazines Newsletter E-Shop Community App MyTM All Devices Cooksticks UpdatesTM Digital Ecosystem Feedback 
  5. 5. © 2017 WURZER & KOLLEGEN, München Thermomix Ecosystem - 5 - Click here to see a description of the World of Thermomix
  6. 6. © 2017 WURZER & KOLLEGEN, München IP Design in the digital Transformation - 6 - Physical product Layer 1 Sensor and actuator Layer 2 Connectivity Layer 3 Analytics Layer 4 Digital service Layer 5 Physical world Digital world Source: Fleisch, E. / Weinberger, M. / Wortmann, F. (2015): Geschäftsmodelle im Internet der Dinge, in: zfbf, Dezember 2015, S. 444 – 464. Digital Global Physical Local Customer benefit Willingness to pay Digital Ecosystem
  7. 7. © 2017 WURZER & KOLLEGEN, München IP Design in the digital Transformation - 7 - Physical product Layer 1 Sensor and actuator Layer 2 Connectivity Layer 3 Analytics Layer 4 Digital service Layer 5 Physical world Digital world Source: Fleisch, E. / Weinberger, M. / Wortmann, F. (2015): Geschäftsmodelle im Internet der Dinge, in: zfbf, Dezember 2015, S. 444 – 464. Digital Global Physical Local Willingness to pay Low High Competitive intensity and speed Digital Ecosystem Customer benefit
  8. 8. © 2017 WURZER & KOLLEGEN, München- 8 - Invention Principles for Cyberphysical Systems (Examples)  Data Model Creation of a data model ("digital twin"), which fully maps the state of a system in the real world to the virtual world.  Preference Model Designing a model that allows a system (described by a data model) to be optimized according to specific criteria / objectives. Describing the relationships and parameterizations used in the optimization task.  Data Source Describe the data sources that are to be used for the parameterization of the data model, as well as for the optimization task.  System Interfaces Defining and describing all interfaces in the system – Deciding whether the business model requires the development of proprietary interfaces.  Exceeding into Value Creation Stages Designing services (for example, additional information or routines) which lead to special benefits in upstream or downstream value-added stages or eliminating process steps in these.
  9. 9. © 2017 WURZER & KOLLEGEN, München The Success of IP is determined within the Market by exclusive value added in the business model - 9 - Ecosystem – Smart ProductionEcosystem – Digital Farming Ecosystem – Smart Cooking Ecosystem – Smart Home
  10. 10. © 2017 WURZER & KOLLEGEN, München- 10 - Where you find us... WURZER & KOLLEGEN GmbH Thalkirchner Straße 2 80337 München Tel +49 (0)89 / 74 63 92 - 0 Fax +49 (0)89 / 74 63 92 - 60 E-Mail alexander.wurzer@wurzer-kollegen.de http:// www.wurzer-kollegen.de Follow us on: http://ipforbusiness.org/

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