1Daniel Field V1.0, September 2011
Identification of business models through value chainanalysis
A method for the exploiting large technology projects
Daniel Field, Atos
Large and consortium based technology based research projects, as exemplified by the
framework programme projects share certain properties whichcomplicate efforts to commercialise the results. They are multidisciplinary, multi-partner andtechnology-led. Significant lag is present between the inception of the project and its finalresults, five years in some cases, and the initial business case, if ever described, may be basedon assumptions or predictions later found to be false. The final results may differ widely fromthe original plans, as approaches are changed, technology evolves and emerges, andexperiments fail.Faced with these difficulties, consultants working for the international information technologyservices company Atos have developed a method for identifying potential business models forthe commercialisation of project results through value chain analysis. By incorporating aspectsof technology analysis into value chain analysis, different value propositions can be exploredand consequently innovative routes to market discovered.This whitepaper describes the process of developing appropriate value chains and analysingthem to identify possible business models. In the course of developing this method it was alsoseen that it could be applied to existing companies. Through this, the business model of acompany can be contrasted with those of other companies sharing similar generic valuechains, implying that this method could be used to categorise generic business models.Furthermore, as the analysis effectively predicts possible business models, it could become aneffective tool for generating novel business models.Several examples of the application of this method in European projects are given towards theend of this whitepaper, along with the results that were achieved. It is demonstrated that thismethod assists not only the development of innovative business models but also in structuringand formalising preliminary models.