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

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. © 2017 WURZER & KOLLEGEN, München
Thermomix
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Thermomix
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Click here to see the core features
of the Thermomix TM5

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World of Thermomix
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Thermomix Ecosystem
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World of Thermomix

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IP Design in the digital Transformation
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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. © 2017 WURZER & KOLLEGEN, München
IP Design in the digital Transformation
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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. © 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.

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The Success of IP is determined within the Market
by exclusive value added in the business model
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Ecosystem – Smart ProductionEcosystem – Digital Farming
Ecosystem – Smart Cooking Ecosystem – Smart Home

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