Toward Dynamic Business Models on marketplace environments

Currently, the mobile market provides simple solutions for the definition of business models among the actors involved in the value chain. For instance, App Stores establish predefined business elements for service providers and customers, and it is difficult to identify differentiation characteristics from the business point of view. Dynamic Business Models are an evolution aimed to provide new enablers and rules to service providers for creating innovative business models, combining and customizing business elements (pricing models, promotions, revenue sharing models, etc) and also supporting the combination of heterogeneous business models for bundling, or service composition. This paper develops the dynamic business model concept covering three main scenarios: at design time, at contracting time, and at run time. Moreover, the dynamism of the business models for some specific areas is explained: the dynamic combination of business elements (pricing models, promotions, policies, SLAs, revenue sharing), the dynamic negotiation and the execution of penalties in a service environment. On the other hand, the business model composition is also analyzed, when the services in a marketplace are reused and included in a new composed service, in consequence the complexity of the business models management process can be greatly increased, and therefore, the interdependencies of the business models of the components must be taken into account. Finally, we position our work on mobile dynamic business models with the current European Project (CELTIC - SERVERY), and the industrial initiative WAC (Wholesale application community).