Digital Business Development

The phenomenon of Industrie 4.0 is subject of many discussions since the introduction of the term at the Hannover Fair 2011. By using Industrie 4.0 applications, a great but so far latent business potential can be developed. This potential can and should be bundled and realized in a digital business strategy to ensure successful digital business development. Digital business models differ from current physically characterized business models in manufacturing companies. While these business models focus on physical products to generate added value for a company, digital business models concentrate on the company’s digital faculties. The aim is to dominate with scalability and forecasting ability. If, for example, changing customers and therefore changing requirements lead to a complete revision of a physical product, usually in several months of work, digital products make it possible to achieve the desired adjustments with a simple update, which can be released within few hours or days. Simple and elegant digital solutions that fully meet today’s and future customer requirements suit modern business thinking and eliminate the constant worry whether physical products will still satisfy the consumer’s needs tomorrow.

However, even though Industrie 4.0 applications have slowly arrived in German production halls, it is mostly just in single pilot projects and not as part of digital business development strategies. A consistent digitalization strategy for all company departments is rarely in place. It is even rarer that such a digitisation strategy is adjusted with regard to possible digital business opportunities. But if digital business models bear so much potential, should they not have a considerable share in specifying the digital direction? Moreover, should it not be clear which capabilities producing companies need to establish in order to work with digital business models? And how can these capabilities be developed?

These questions are all to be answered with help of the consortium study “Capabilities for Digital Business”. In this study, participants will not only focus on the required technological capabilities but also those in other areas. Digital business models need more than just technological competence to be successful on the market. Capabilities such as data analytics and the ability to offer applications based on previously analysed data are what make the foundation for such a model. However, in order to change the traditional business processes completely, social and culutural changes need to be made as well. Can upcoming changes be communicated to employees in such a way that great acceptance is achieved and everyone works together for the new digital business model to become a full success?