Using Conceptual Modeling and Value Analysis to Identify Sustainable m>Business Models in Industrial Services

The industrial products and service industry is a product oriented industry, where traditional business models based on value chain optimization have been refined over many years. However, in order to increase business value, innovative industrial product companies are increasingly looking for new m- Business services related to their core business. With the emergence of such virtual markets (services, information, knowledge, life-style support, security) we need a new paradigm for understanding and predicting business performance. The concept "value constellation" replaces the value chain. A m-Business model is not sustainable if it lacks a sound economic value proposition to the end-user. In order to analyze and validate value creation in m- Business systems we suggest using a conceptual modeling methodology with proper value ontology. We will demonstrate how such a methodology will allow us to de-compose value offerings with the aim of identifying new stakeholders and new value constellations.