Paper info

HUMAN-CENTERED BUSINESS MODELS FOR PLATFORM OPERATORS IN PERSONAL DATA MANAGEMENT

Laura Kemppainen, Timo Koivumäki and Saila Saraniemi

The paper was published at the 32nd IMP-conference in Poznan, Poland in 2016.

In this paper, business model is described as a framework of actors, roles and interactions in the ecosystem. The purpose of this paper is to examine what kind of business models there are for platform operators in MyData based service ecosystem, in which individuals are in control over their personal data and can exchange and store the data for their own purposes. We suggest novel business models for platform operators and highlight the role of MyData in value co-creation among the actors as well as illustrate how the ecosystem is shaped from a platform operator’s perspective. The method applied is a qualitative case study. We argue that platform operators play a central role in the ecosystem as enablers of value co-creation in the context of MyData as they enable individuals to take control over their data, build trust frameworks, facilitate interaction and offer value-adding services for the network of actors. The paper contributes to the discussion on networked business models and creates new knowledge about human-centered business models for platform operators in personal data management.