Alternative value configurations emerging for 5G Micro Operator in Factory of Future context
1University of Oulu, Oulu Business School, Department of Management and International Business, Management
|Online Access:||PDF Full Text (PDF, )|
|Persistent link:|| http://urn.fi/URN:NBN:fi:oulu-201809052726
|Publish Date:|| 2018-09-06
|Thesis type:||Master's thesis
This research is analyzing alternative value configurations for 5G Micro Operators (uO) in Factory of Future (FoF) context. For this aim, emerging business opportunities for uOs in the context of FoF explored through novel combination of heretofore-separate FoF’s needs and underemployed resources focusing on the data. Since the FoF is Internet of Things (IoT) enabled context, the identified resources and needs have been categorized based on 4C layers of Internet Business Model aiming at easier and more structured analyze of Internet-based Business Models. The research question has been answered through covering abovementioned aspects. This thesis offers extensive theoretical understanding on business models, business opportunities, value configuration, Factory of Future, Industry 4.0 and 5G, which has enabled the author to collect a high quality dataset. An inductive research approach with undertaking the qualitative single case study research strategy within an exploratory type of research have been chosen. The primary data collected through Micro Operator Factory Workshop that was held at April 2018 with ten participants including researchers from uO5G project side, experts from factory side and the factories’ head of research strategy department that came together and discussed impressively about FoF. In order to enhance the qualitative rigor, the Gioia methodology as a systemic approach and analytical logic for linking data to proposition and develop new persuasive concept has been applied. As a result of data analyses, the author uncovered eleven themes from identified FoF’s needs and resources. Next, the findings sub-grouped based on the 4C layers (Connection, Content, Context and Commerce) of Internet Business Model to answer first research sub-question. Besides, the research proposed emerging business opportunities as alternative value configurations for uO in context of the case company as FoF including Product Business, Component Business, Platform Business and Supplementary Business to answer second research sub-question. The author also proposed a Mixed type of business for uO as a new concept. Additionally, author has modified the theoretical framework of resource configuration in a digitally enabled world (data as resource in this study) presented by Amit& Han (2017) and customized it based on context requirements and has completed it with adding the 4C layers Internet Business Model distribution alongside emerging business opportunities for uOs in FoF context. The key result of the paper indicates that there are considerable potential business opportunities for new players like uOs within FoF context. The uOs through novel combination of context related needs and resources are able to propose their value alternatively according to business opportunities. The findings considerably contributes the existing literature from various aspects and can be utilized broadly by industrial managers. Overall, this study offers a comprehensive description of the under-investigated topic through providing appropriately defined theoretical foundation, reliable data analysis and well-argued conclusion.
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