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Tuesday, 01 April 2014 00:00

FOTsis begin work on the business exploitation models

Given the FOTsis aims to develop market the competitive services, the development of a business exploitation models is a sine qua non.

A business model first of all, describes the value that an organisation offers to various customers; secondly, it defines the capabilities and partners necessary for creating, marketing, and delivering this value; thirdly, it assesses the relationship to capital with the goal of generating profitable and sustainable revenue streams.

To elaborate business model recommendations for the FOTsis Services, the business models canvas proposed by A. Osterwalder has been applied. As can see below, the business modelcanvas consists of nine building blocks that show the logic of how a company intends to make money via delivering concrete value to customers. The nine blocks cover the four main areas of business: customer, offer (value delivered), infrastructure, and financial viability. In the project, the 7 FOTsis Services will be described using the business model canvas starting from the definition of two building blocks: the Customer Segments and/or the Value Proposition (offer), which determine the logic of shaping the whole business model. Subsequently, and in order to build a working business model, the FOTsis Services will be translated into the language of benefits (value proposition) for consumers (customer segments).

A further step in shaping business models will be the identification of the most important stakeholders (MIS), as it is connected with the value chain proposition and looking at the system of mutual relationships between its actors. Identifying the MIS and the relative role of various parties in the value chain makes it possible to take a clear choice of the parties that have a distinctive and decisive role in an effective implementation of C-ITS. According to the information gathered within fieldwork, the most important customers to whom FOTsis values are delivered are first, road users and, second, road operators. Road operators might act at the same time as recipients and on the other hand as suppliers of 7 FOTsis Services - they are located in the middle of the whole business chain -. The group of road users – car drivers is always in the end of the whole value chain as they are the final beneficiaries of 7 FOTsis Services. This is the group which will shape the future ITS solutions by stating its own needs and acceptance of offered services and products. Last but not least, national responsible authorities have been also mentioned amongst the most important stakeholders.

The elaborated business recommendations will prove of great value to the MIS as they will identify the specific profits and costs that these new services can create for each unique stakeholder group. In addition, the potential benefits by increasing collaboration, improving performance and fostering a better understanding of organisational risks will be assessed.


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