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Patterns of business model innovation for advancing IoT platforms

Zeitschriftentitel: Journal of Service Management, 03.01.2022



Purpose – The emergence of Internet of Things (IoT) platforms in product companies opens up new data-driven business opportunities. This paper looks at the emergence of these IoT platforms from a business-model perspective. Design/methodology/approach – The study applies a mixed method with two research studies: Study I–a cluster analysis based on a quantitative survey, and Study II–case studies based on qualitative interviews. Findings – The findings reveal that there is no gradual shift in a company’s business model, but in fact three distinct and sequential patterns of business model innovations: (1) platform skimming, (2) platform revenue generation and (3) platform orchestration. Research limitations/implications – The results are subject to the typical limitations of both quantitative and qualitative studies. Practical implications – The results provide guidance to managers on how to modify the components of the business model (value proposition, value creation and/or delivery and profit equation) in order to enable platforms to advance. Social implications – As IoT platforms continue to advance, product companies achieve better performance in terms of productivity and profitability, and more easily secure competitive advantages and jobs. Originality/value – The paper makes three original contributions: (1) it is the first quantitative study on IoT platforms in product companies, (2) identifies three patterns of business model innovations and (3) offers a first process perspective for understanding the sequence of these patterns as IoT platforms advance.

Lino Markfort, Alexander Arzt, Philipp Kögler, Sven Jung, Heiko Gebauer, Sebastian Haugk, Christian Leyh, Felix Wortmann

3 Jan 2022

Wissenschaftlicher Artikel
business studies