Business model innovation map for open assets by Jutta Suksi

About

The business model innovation map is there for you to navigate through the multifaceted business model landscape of open assets. 

The Business model innovation map collects 27 open-source software (OS) business models, 5 business model categories from open data (OD) and 4 from open hardware (OH) into a holistic map. A company can explore the map to investigate the opportunities embedded in these business models and use it as a base for the innovation of its own business model.

By collecting these business models into one single canvas, we aim to highlight the potential of interlinking OS, OD and OH business models and understanding co-dependencies within an ecosystem.

Business model innovation map in a nutshell

The Business model innovation map presents different value creation dimensions embedded in the open asset business models. It guides the user to the sources of value creation per each business model category and gives examples of the form of value (monetary or non-monetary) derived from each business model category.

Value creation aspects of the map:

Due to the very different nature of software, data and hardware, value creation differs hugely in each category. Software is an asset written as code and protected by copyright as a literary work. Data, as such, does not enjoy intellectual property protection and its non-rival nature and dependence on externalities makes it very distinctive from software. Hardware, as a physical object, adds a layer also in terms of value creation.

In the Business model innovation map the asset-based value creation aspects are divided into the following categories:

Open-source software:

• Core asset

• Combined components

• Aggregated components

Open data:

• Raw data, basic data

• Datasets, databases

• Complementary or aggregated data

Open hardware:

• Design files

• Components, collection of kits

• Final products, solutions

In addition to the above-mentioned asset-based value creation aspects, there are also several value creation categories that are not directly linked to the asset itself. The Business model innovation map identifies the following categories for these:

• Indirect value

• Value from services

• Value from linked assets

Business model categories in the map:

There are several ways open asset business models can and have been categorised. 

In the Business model innovation map the business models are divided into the following categories:

• Development driven models:

• Internal development

• Indirect strategic aims

• Business driven models:

• Asset based

• Service based

• Extended business

Sources for the business model categories used in the map:

• Okoli, Chitu and Nguyen, An, Business Models for Free and Open Source Software (May 11, 2016). Available at SSRN: https://ssrn.com/abstract=2568185 or http://dx.doi.org/10.2139/ssrn.2568185 

• Fatemeh Ahmadi Zeleti, Adegboyega Ojo, Edward Curry, Exploring the economic value of open government data, Government Information Quarterly, Volume 33, Issue 3, 2016, Pages 535-551, ISSN 0740-624X, https://doi.org/10.1016/j.giq.2016.01.008. (https://www.sciencedirect.com/science/article/pii/S0740624X16300077)

• European Commission, Directorate-General for Communications Networks, Content and Technology, Blind, K., Pätsch, S., Muto, S. et al., The impact of open source software and hardware on technological independence, competitiveness and innovation in the EU economy – Final study report, Publications Office, 2021, https://data.europa.eu/doi/10.2759/430161 

Map dimensions:

• X-axis: Value dimensions embedded in OS, OD and OH

• Y-axis: Business models and business model categories

• Green: OS business models and business model categories

• Red: OD business models and business model categories

• Yellow: OH business model and business model categories

• Purple: Value in return (with examples of form of value)