Business models for platform operators in MyData based ecosystem : context preventive healthcare
1University of Oulu, Oulu Business School, Department of Marketing, Marketing
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In traditional personal data markets, companies collect vast amount of data about their customers, share the data across companies and use it for their own purposes. Individuals have only little or no control over how companies use the data about them. Today, for example transferring own health information from one healthcare provider to another is impossible, because people can’t access to their own data. However, empowering individuals and increasing their ability to control their own health data would increase individuals’ motivation and opportunity to take care of their health. The emerging trend is to move towards more human-centered model in personal data management and allow individuals to access and control their own data. In this research, MyData approach is taken, which is suggested as one of these human-centered models. Purpose of this research is to examine what kind of business models there are for platform operators in MyData based ecosystem in the context of preventive healthcare. Aim of this research is to increase understanding about how MyData transformation can be supported with platform operator’s business models. A business model is a description of the roles and value propositions of a platform operator, interactions among the network of actors and platform operator’s value propositions in the ecosystem. This research suggests novel business models for platform operators and illustrates how the ecosystem is shaped from a platform operator’s perspective. The method applied is a qualitative case study. The empirical material consists of questionnaire data from 22 organizations from ten different countries from the Europe and the US. The research contributes to the discussion on networked business models and service ecosystems and creates new knowledge about platform operator’s business models in the context of preventive healthcare. The findings indicate that a platform operator supports actors in exchanging resources and enables value co-creation among individuals and other actors in the ecosystem in four ways: being a representative for individuals and service providers and/or building a trust-based network for actors, and/or facilitating interaction and/or offering a personal data store. This research provides useful insights for managers about the different roles and value propositions a company can have in an ecosystem where an individual is in control over his or her data. The findings of this research provide managers with guidance and inspiration for the development of new MyData based services. This research provides a snapshot of what a MyData based ecosystem looks like today based on one case. Therefore generalization of this research to other ecosystems might be challenging. However, this research provides useful information about business models and the ecosystem for companies in different sectors.
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