SESCOM’s DDBM components
| Model component | Model component description | Relations with other nodes | Remarks and inhibitors |
|---|---|---|---|
| Sale proposition design | SESCOM perceives data-based products as a novel class of services delivered to customers – fueled by multi-determinant analytics, profound business domain knowledge and scalable IT architectures. Key and measurable business values that might be provided with the assistance of data services include reduction of power consumption, its costs, streamlining overall FM process costs and optimization of a budget for investment. Analytical products can be categorized in accordance with reference models (Brownlow et al., 2015): 1. Descriptive (what has happened?) – reports and KPIs based on history; 2. Predictive (what could happen? – predictive models, forecasting); 3. Prescriptive (what should happen? – simulations) | Data products demand marketing support to promote sale propositions, which were established in accordance with data management policy. At a certain DDBM maturity level, the sales department was included in BICC’s operational activity to master data products and monetize them | Delivering data products means providing them on-demand, permanently, with scalability and security accounted for. Rather than e-mail attachments (e.g. Excel spreadsheets), customers prefer interfacing via a dedicated application or a Web interface. Entire service is many a time established on platforms and applications that rely on a cloud-based infrastructure. While SESCOM is, generally speaking, not a software company, currently it is forced to act like software companies when delivering data products |
| Revenue approach development | The company initiated the process of developing a BI solution and providing data products. Four revenue models are considered: 1. Customers cover a subscription price periodically to gain access to data-based products. A list of data products provided is set up in advance 2. On-demand subscription that relies on a customer to subscribe to a given product on an “ad-hoc” basis 3. Software licensing – customers use raw data to create/tailor products on their own, using the BI tool provided by SESCOM 4. Experts used by the company analyze data and charge customers for consulting based on a lump sum (fixed amount for the entire venture) or reimbursable (per hour consulting fees) contracts | The revenue approach seizes all DDBM dimensions. Any change in these dimensions can affect the revenue | Each benefit mode can depend on: • The number of facilities under maintenance; • The number and complexity of data products; • Other conditions agreed upon in the contract, where data products are becoming the FM service package Some customers expect remuneration based on the following criteria: • Level of commercial success achieved, e.g. success fee dependent on a reduction in power consumption as the result of consulting provided and introduced; • The accomplishment of specific projects |
| Data management policy development | The company operates in over 30 000 facilities in Europe. A dedicated IT solution – SES Support – captures operational data (detailed service processes data). An integrated energy efficiency solution – SES Control – records multiple attributes (power consumption in stores, temperatures, carbon dioxide concentration). There are also other data sources: e-mails, flat files, notes, reports written on sheets of paper, other IT systems While BI maturity achieved to date by the company is still on a low to medium level, data management policy needs to be developed comprehensively: 1. Data sources identification/classification; 2. Detailed strategy for data acquisition, processing and aggregation with particular emphasis on data security and privacy; 3. Building an advanced analytic model, then developing a revenue approach and data product delivery modes through IT staff collaborative work with Sale and Marketing departments; 4. Continuous data product improvement in response to fluctuations in customer needs, legal requirements and economic environment; 5. Continuous development of data product prototype (R&D activity) | Data management policy stimulates sale proposition design as it includes data product improvement. It generally involves IT and R&D staff who are assigned to the BICC | • Based on the feasibility study performed, Apache Hadoop is considered the optimal technology solution to fulfill the technical requirements of the SES-BI project. Criteria of implementation time/cost, project scalability potential, the complexity of the target solution and market potential of the solution were taken into account. Hadoop includes applications to collect, arrange, integrate, process and visualize data in accordance with the analytical model • Data security and privacy are considered by data privacy legislation in different countries |
| Marketing strategy development | Marketing strategy includes activities to promote, place and price a data product | Strong cooperation with the sales department | Examples of marketing activities include publishing newsletters, whitepapers and articles on the internet, trade fairs and product placement in entertainment |
| BICC development | Setting up the DDBM requires a new combination of skills and redefining the organizational framework of the entire company. SESCOM’s BICC is a cross-functional team with specific tasks, roles, responsibilities and processes for supporting and promoting effective use of business intelligence across organizations. The team is responsible for DDBM development, data management policy development and building an organizational culture to facilitate deployment of BI services throughout the entire value chain (from suppliers, subcontractors and SESCOM to business customers and end-users). BICC features both business and IT skills. In the company under research, BICC is developed in parallel with the SES-BI project | BICC oversees the development of DDBM. It coordinates all DDBM dimensions and has an influence on the company’s revenue model | DDBM approach requires recruiting data talent and managing it effectively BICC includes R&D representative/team to identify gaps in FM analytics, to introduce BI innovation, to provide assistance in designing unique selling propositions, data services, KPIs, algorithms and to help with evaluation BICC cooperates with the HR department to develop a skills matrix, to identify training needs and to ensure staff capability improvement |
| Model component | Model component description | Relations with other nodes | Remarks and inhibitors |
|---|---|---|---|
| Sale proposition design | SESCOM perceives data-based products as a novel class of services delivered to customers – fueled by multi-determinant analytics, profound business domain knowledge and scalable IT architectures. Key and measurable business values that might be provided with the assistance of data services include reduction of power consumption, its costs, streamlining overall FM process costs and optimization of a budget for investment. Analytical products can be categorized in accordance with reference models ( | Data products demand marketing support to promote sale propositions, which were established in accordance with data management policy. At a certain DDBM maturity level, the sales department was included in BICC’s operational activity to master data products and monetize them | Delivering data products means providing them on-demand, permanently, with scalability and security accounted for. Rather than e-mail attachments (e.g. Excel spreadsheets), customers prefer interfacing via a dedicated application or a Web interface. Entire service is many a time established on platforms and applications that rely on a cloud-based infrastructure. While SESCOM is, generally speaking, not a software company, currently it is forced to act like software companies when delivering data products |
| Revenue approach development | The company initiated the process of developing a BI solution and providing data products. Four revenue models are considered: | The revenue approach seizes all DDBM dimensions. Any change in these dimensions can affect the revenue | Each benefit mode can depend on: |
| Data management policy development | The company operates in over 30 000 facilities in Europe. A dedicated IT solution – SES Support – captures operational data (detailed service processes data). An integrated energy efficiency solution – SES Control – records multiple attributes (power consumption in stores, temperatures, carbon dioxide concentration). There are also other data sources: e-mails, flat files, notes, reports written on sheets of paper, other IT systems | Data management policy stimulates sale proposition design as it includes data product improvement. It generally involves IT and R&D staff who are assigned to the BICC | • Based on the feasibility study performed, Apache Hadoop is considered the optimal technology solution to fulfill the technical requirements of the SES-BI project. Criteria of implementation time/cost, project scalability potential, the complexity of the target solution and market potential of the solution were taken into account. Hadoop includes applications to collect, arrange, integrate, process and visualize data in accordance with the analytical model |
| Marketing strategy development | Marketing strategy includes activities to promote, place and price a data product | Strong cooperation with the sales department | Examples of marketing activities include publishing newsletters, whitepapers and articles on the internet, trade fairs and product placement in entertainment |
| BICC development | Setting up the DDBM requires a new combination of skills and redefining the organizational framework of the entire company. SESCOM’s BICC is a cross-functional team with specific tasks, roles, responsibilities and processes for supporting and promoting effective use of business intelligence across organizations. The team is responsible for DDBM development, data management policy development and building an organizational culture to facilitate deployment of BI services throughout the entire value chain (from suppliers, subcontractors and SESCOM to business customers and end-users). BICC features both business and IT skills. In the company under research, BICC is developed in parallel with the SES-BI project | BICC oversees the development of DDBM. It coordinates all DDBM dimensions and has an influence on the company’s revenue model | DDBM approach requires recruiting data talent and managing it effectively |
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