TRANSFORMATION TOWARD A CLOUD BUSINESS MODEL

Authors: Jenni Myllykoski, Petri Ahokangas

Category: research article

Keywords: Business model, cloud business, transformation, ecosystem

Abstract: Cloud technologies have widely been discussed within telecommunications research and practice. Compared to traditional software product business, the cloud enabled service business can be significantly different in nature. Therefore the transformation resulting in the implementation of cloud technologies can be drastic. There are gaps in current literature in the business implications of cloud technologies as well as cloud driven business model transformation. Drawing on business model, change and cloud literature, as well as on a single case study, this paper investigates the cloud business model transformation of an incumbent company. The results of the research indicate that Cloud as a business environment places specific demands for incumbents. This results in step-by-step planning and implementation of business model changes. In addition, customer value related phenomena value co-creation, co-capture and co-opetition appear as key elements in planning and implementing business model transformation toward the Cloud.

Permanent link to this page: http://urn.fi/URN:NBN:fi-fe201204021621