1. Software Engineering für betriebliche Informationssysteme (sebis) Fakultät für Informatik Technische Universität München wwwmatthes.in.tum.de Analysis and Description of Design Options for the Establishment of a Sustainable Mobility Ecosystem May 30 th Stefan Hefele, Master Thesis – Final Presentation

2. Outline 2 1. Motivation 2. Research Questions 3. Definitions & Framework 4. Analysis Results Stefan Hefele - Master Thesis © sebis 5. Recommendations for TUM LLCM 6. Summary & Outlook

3. Transportation Has Reached Its Limits © sebis Stefan Hefele - Master Thesis 3 World population growth Urbanization Sources: https://i.ytimg.com/vi/1gnl5qtKqvY/maxresdefault.jpghttps://i.ytimg.com/vi/1gnl5qtKqvY/maxresdefault.jpg http://cornerstonemag.net/wp- content/uploads/2015/06/shutterstock_151488392.jpg http://cdn2.spiegel.de/images/image-167959-galleryV9-epem- 167959.jpghttp://cdn2.spiegel.de/images/image-167959-galleryV9-epem- 167959.jpg (all 20.01.2016)

4. An Open Service Platform for Digital Mobility © sebis4 The TUM Living Lab Connected Mobility Stefan Hefele - Master Thesis Sources: Technische Universität München (2016), adapted from Matthes (2015), http://content.southuniversity.edu/assets/marketing/Insite/Public-Transportation-Main--jpg.jpg, http://cdn1.abendzeitung- muenchen.de/media.media.d357c411-4e86-48b9-ac48-620e5e052373.normalized.jpeg, http://www.codeproject.com/KB/web-image/Google_map/sampleMap.JPG, http://infospace.ischool.syr.edu/files/2012/02/aug1.jpg, (all 20.01.2016)http://content.southuniversity.edu/assets/marketing/Insite/Public-Transportation-Main--jpg.jpghttp://cdn1.abendzeitung- muenchen.de/media.media.d357c411-4e86-48b9-ac48-620e5e052373.normalized.jpeghttp://www.codeproject.com/KB/web-image/Google_map/sampleMap.JPG http://infospace.ischool.syr.edu/files/2012/02/aug1.jpg Innovative platform services Use cases Evaluation of industrial application Customer- centered approach Living Lab Connected Mobility & Platform Traffic Flow Detection Car Sharing Bike Sharing ParkingSensorsTraffic NewsFloating Car Data Public Transport Long- Distance Transport … App

5. “Analog“ Platforms Software-Based Platforms © sebis “The Age of Platforms“ Platform Business Models Are Everywhere 5 Stefan Hefele - Master Thesis Sources: Suarez/Kirtley (2012), https://upload.wikimedia.org/wikipedia/commons/thumb/5/5e/Visa_Inc._logo.svg/2000px-Visa_Inc._logo.svg.png, https://commons.wikimedia.org/wiki/File:Riem_Arcaden_Logo.svg, http://media2.giga.de/2012/01/Android-logo.png, http://www.freelargeimages.com/wp- content/uploads/2015/05/Facebook_Vector_Logo_Hd_02.png, http://desktopsolution.org/wp-content/uploads/2015/12/iOS-logo.png, http://www.pnglogo.com/wp- content/uploads/2015/10/Amazon-Logo-PNG-02507.png (all 20.01.2016)https://upload.wikimedia.org/wikipedia/commons/thumb/5/5e/Visa_Inc._logo.svg/2000px-Visa_Inc._logo.svg.png https://commons.wikimedia.org/wiki/File:Riem_Arcaden_Logo.svghttp://media2.giga.de/2012/01/Android-logo.pnghttp://www.freelargeimages.com/wp- content/uploads/2015/05/Facebook_Vector_Logo_Hd_02.pnghttp://desktopsolution.org/wp-content/uploads/2015/12/iOS-logo.pnghttp://www.pnglogo.com/wp- content/uploads/2015/10/Amazon-Logo-PNG-02507.png

6. Outline 6 1. Motivation 2. Research Questions 3. Definitions & Framework 4. Analysis Results Stefan Hefele - Master Thesis © sebis 5. Recommendations for TUM LLCM 6. Summary & Outlook

7. Research Questions “Analysis and Description of Design Options for the Establishment of a Sustainable Mobility Ecosystem” 7 Stefan Hefele - Master Thesis © sebis Research Question 1: How can platforms, their players and interconnections be characterized according to existing literature? Research Question 2: What have been factors for the successful establishment of platform businesses in the past? Research Question 3: Which design and governance options do exist to successfully establish a mobility platform and ecosystem?

8. Outline 8 1. Motivation 2. Research Questions 3. Definitions & Framework 4. Analysis Results Stefan Hefele - Master Thesis © sebis 5. Recommendations for TUM LLCM 6. Summary & Outlook

9. © sebis Stefan Hefele - Master Thesis 9 Product development Product development Technology strategy Technology strategy Industrial economy Industrial economy Platform Sources: Baldwin/Woodard (2009), http://www.autobild.de/bilder/vw-golf-vii-auf-mqb-plattform-2855187.html#bild2, http://www.smartchoice.pk/blog/wp-content/uploads/2015/08/credit- card-images1.jpg#, http://praxistipps.s3.amazonaws.com/windows-xp-startet-nicht_28859987.jpg (all 20.01.2016)http://www.autobild.de/bilder/vw-golf-vii-auf-mqb-plattform-2855187.html#bild2http://www.smartchoice.pk/blog/wp-content/uploads/2015/08/credit- card-images1.jpg#http://praxistipps.s3.amazonaws.com/windows-xp-startet-nicht_28859987.jpg Existing Definitions

10. © sebis Stefan Hefele - Master Thesis 10 Industrial economy Product development Technology strategy external internal Industry platform Supply chain platform Internal platform Internal platform External platform Baldwin/WoodardGawerGawer/Cusumano 2009 2014 Sources: Baldwin/Woodard (2009), Gawer (2014), Gawer/Cusumano (2014)

11. Definition of “Platform Ecosystem“ © sebis Stefan Hefele - Master Thesis 11 Platform Ecosystem ArchitectureGovernance Platform Provider Applications DevelopersCustomers

12. Platform Ecosystem Governance © sebis12 Framework for Analysis Stefan Hefele - Master Thesis Platform Ecosystem Governance Platform Provider Structure Business Decision Rights Partitioning Control Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009)

13. Platform Ecosystem Governance © sebis13 Framework for Analysis Stefan Hefele - Master Thesis Platform Ecosystem Governance Platform Provider Structure Business Decision Rights Partitioning Control Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009)

14. Platform Ecosystem Governance © sebis14 Framework for Analysis Stefan Hefele - Master Thesis Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009) Platform Ecosystem Governance Platform Provider Structure Business Decision Rights Partitioning Control

15. Platform Ecosystem Governance © sebis15 Framework for Analysis Stefan Hefele - Master Thesis Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009) Platform Ecosystem Governance Platform Provider Structure Business Decision Rights Partitioning Control

16. Platform Ecosystem Governance © sebis16 Framework for Analysis Stefan Hefele - Master Thesis Source: own illustration, adapted from Tiwana/Konsynski/Bush (2010) and Tiwana (2014), Evans (2009) Platform Ecosystem Governance Platform Provider Structure Business Decision Rights Partitioning Control

17. Outline 17 1. Motivation 2. Research Questions 3. Definitions & Framework 4. Analysis Results Stefan Hefele - Master Thesis © sebis 5. Recommendations for TUM LLCM 6. Summary & Outlook

18. © sebis Stefan Hefele - Master Thesis 18 Waze & Moovit Platform Provider Structure Business Decision Rights Partitioning Control Start-upsUseful service Crowdsourcing Centralized (Platform) Decentralized (Applications) Gatekeeping Output control Social control No control Some control Extensive control

19. Apple iOS © sebis Stefan Hefele - Master Thesis 19 Platform Provider Structure Business Decision Rights Partitioning Control Large incumbentInnovative product Ecosystem with strong network effects Centralized (Platform) Partly centralized (Applications) Gatekeeping Output control Social control No control Some control Extensive control

20. ITS Factory Finland © sebis Stefan Hefele - Master Thesis 20 Platform Provider Structure Business Decision Rights Partitioning Control Public-private partnership Open data access Possible future ecosystem Centralized (Platform) Decentralized (Applications) Gatekeeping Output control Social control No control Some control Extensive control

21. Outline 21 1. Motivation 2. Research Questions 3. Definitions & Framework 4. Analysis Results Stefan Hefele - Master Thesis © sebis 6. Summary & Outlook 5. Recommendations for TUM LLCM

22. „Powered by TUM LLCM“ © sebis Stefan Hefele - Master Thesis 22 Platform Provider Structure Business Decision Rights Partitioning Control  Ensure evolvability and flexibility of the platform  Structure is not decisive  Data-driven business model  Platform on top of mobile platforms  Standards  Collaborative processes  Two-level access  Tight quality control Powered by LLCM ©

23. TUM LLCM App © sebis Stefan Hefele - Master Thesis 23 Platform Provider Structure Business Decision Rights Partitioning Control  Ensure evolvability and flexibility of the platform  Structure is not decisive  “Your data belongs to you” as differentiation  Own application  Standards  Collaborative processes  Two-level access  Tight quality control LLCM © AppLLCM ©

24. Outline 24 1. Motivation 2. Research Questions 3. Definitions & Framework 4. Analysis Results Stefan Hefele - Master Thesis © sebis 5. Recommendations for TUM LLCM 6. Summary & Outlook

25. © sebis Stefan Hefele - Master Thesis 25 Contributions Limitations Low number of cases Only publicly accessible information analyzed Possible Future Research Validation of the framework with more cases Quantitative evaluation Research Summary Platform Ecosystem Governance Platform Provider Structure Business Decision Rights Partitioning Control Platform Ecosystem ArchitectureGovernance Platform Provider Applications Developers Customers Powered byLLCM ©

26. Thank you for your attention! Any questions? © sebis Stefan Hefele - Master Thesis 26

27. Bibliography Baldwin, C.Y.; Woodard, C.J. (2009): The Architecture of Platforms: A Unified View. In: Platforms, Markets and Innovation. Eds.: Gawer, A. Edward Elgar, Cheltenham, UK 2009, p. 19-44. Evans, D.S. (2009): How catalysts ignite: the economics of platform-based start-ups. In: Platforms, markets and innovation. Eds.: Gawer, A. Edward Elgar, Cheltenham, UK 2009, p. 99-130. Evans, D.S.; Schmalensee, R. (2005): The industrial organization of markets with two-sided platforms. National Bureau of Economic Research. Gawer, A. (2014): Bridging differing perspectives on technological platforms: Toward an integrative framework. In: Research Policy, Vol. 43 (2014) Nr. 7, p. 1239-1249. Gawer, A.; Cusumano, M.A. (2014): Industry platforms and ecosystem innovation. In: Journal of Product Innovation Management, Vol. 31 (2014) Nr. 3, p. 417-433. Matthes, F. (2015): The TUM Living Lab Connected Mobility. Schrank, D.; Eisele, B.; Lomax, T.; Bak, J. (2015): 2015 URBAN MOBILITY SCORECARD. Texas, USA: Texas A&M Transportation Institute; INRIX, Inc. Suarez, F.F.; Kirtley, J. (2012): Dethroning an established platform. In: MIT Sloan Management Review, Vol. 53 (2012) Nr. 4, p. 35-41. Technische Universität München (2016): TUM Living Lab Connected Mobility. http://tum-llcm.de/, accessed on 06.01.2016.http://tum-llcm.de/ Tiwana, A. (2014): Platform ecosystems, Elsevier, Amsterdam [u.a.] 2014. Tiwana, A.; Konsynski, B.; Bush, A.A. (2010): Platform Evolution: Coevolution of Platform Architecture, Governance, and Environmental Dynamics. In: Information Systems Research, Vol. 21 (2010) Nr. 4, p. 675-687. United Nations, Department of Economic and Social Affairs, Population Division (2014): World Urbanization Prospects: The 2014 Revision. New York, USA. Webster, J.; Watson, R.T. (2002): ANALYZING THE PAST TO PREPARE FOR THE FUTURE: WRITING A LITERATURE REVIEW. In: Mis Quarterly, Vol. 26 (2002) Nr. 2. 27 Stefan Hefele - Master Thesis © sebis

28. Backup 28 Stefan Hefele - Master Thesis © sebis

29. Population Growth & Urbanization © sebis Stefan Hefele - Master Thesis 29 Source: United Nations (2014)

30. Congestions Spill Resources, Time, and Money Spilled resources per auto commuter in the US (2014) © sebis Stefan Hefele - Master Thesis 30 19 gallons (~72 litres) of fuel $960 congestion cost 42 hours of delay Sources: Schrank et al. (2015), http://www.thegreenage.co.uk/wp-content/uploads/2013/02/crude-oilbarrel.jpghttp://www.thegreenage.co.uk/wp-content/uploads/2013/02/crude-oilbarrel.jpg, http://shirta.de/media/catalog/product/cache/1/small_image/295x295/9df78eab33525d08d6e5fb8d27136e95/s/a/sanduhr-d76216801.png, https://www.colourbox.com/preview/4282123- dollar-banknotein-a-sack.jpg (all 25.01.2016) http://shirta.de/media/catalog/product/cache/1/small_image/295x295/9df78eab33525d08d6e5fb8d27136e95/s/a/sanduhr-d76216801.pnghttps://www.colourbox.com/preview/4282123- dollar-banknotein-a-sack.jpg

31. Project Plan Definition of „Platform vocabulary“ derived from literature Deliverable: Vocabulary, Governance analysis framework Research and analysis of „platform success stories“ Deliverable: Filled-out governance analysis frameworks Elaboration of design options for governance implementation in mobility platform ecosystems Deliverable: Possible instantiations of platform governance frameworks for the TUM LLCM Writing + buffer time Submission date 15.06.2015 Deliverable: Final thesis 31 Stefan Hefele - Master Thesis Writing Progress Dec – Feb March – May April – May May – June © sebis

32. Platform Ecosystem in the Big Picture © sebis Stefan Hefele - Master Thesis 32 Platform Ecosystem Applications Platform Standard Ecosystem Business Ecosystem Digital Ecosystem Software Ecosystem

33. IBM‘s Vision of a Platform Ecosystem © sebis Stefan Hefele - Master Thesis 33 Source: http://www.ibm.com/developerworks/cloud/library/cl-cloudecosystem/http://www.ibm.com/developerworks/cloud/library/cl-cloudecosystem/

34. Research Method “Analysis and Description of Design Options for the Establishment of a Sustainable Mobility Ecosystem” 34 Stefan Hefele - Master Thesis © sebis Research Question 1: How can platforms, their players and interconnections be characterized according to existing literature? Research Method: Literature Review according to Webster/Watson (2002)  35 Journal Papers  21 Conference Papers  2 books  1 edited book Source: Webster/Watson (2002)

35. Literature review according to Webster/Watson (2002) Databases: ACM Digital Library / EBSCO Business Source Premier / EBSCO Library, Information Science & Technology Abstracts / IEEE Xplore / Google Scholar / Science Direct Search terms Relevant literature for RQ 1&3 35 Journal Papers 21 Conference Papers 2 books 1 edited book 35 Stefan Hefele - Master Thesis Literature Review PlatformPlatform ecosystem Platform governance Software(-based) platform Two-sided market IT value co(-)creation Source: Webster/Watson (2002) © sebis

36. Research Method “Analysis and Description of Design Options for the Establishment of a Sustainable Mobility Ecosystem” 36 Stefan Hefele - Master Thesis © sebis Research Question 2: What have been factors for the successful establishment of platform businesses in the past? Approach: Analysis of successful platforms with the help of framework from RQ1:  Waze / Moovit  Apple iOS  ITS Factory Finland

37. Research Method “Analysis and Description of Design Options for the Establishment of a Sustainable Mobility Ecosystem” 37 Stefan Hefele - Master Thesis © sebis Research Question 3: Which design and governance options do exist to successfully establish a mobility platform and ecosystem? Approach: Transfer of assumed success factors from RQ2 to TUM LLCM  Which combinations of success factors are possible?  Special characteristics of TUM LLCM