The Business Model Evaluation Tool for Smart Cities: Application to SmartSantander Use Cases
Abstract
:1. Introduction
2. State of the Art
2.1. Concept of Smart City
2.2. Public Services in Smart Cities
2.3. Evaluation of Public Services
2.4. Business Models Analysis
2.5. Application of Business Models Analysis to Smart Cities
3. Methodology
- Choosing a relevant practical problem with research potential
- Obtaining pre-understanding of the topic
- Constructing a solution idea
- Assessing that the solution works
- Showing theoretical connections and research contribution of the solution
- Evaluating the scope and applicability of the solution
4. Results
4.1. Description of the Evaluation Tool for Business Model Analysis in Smart Cities
- (a)
- Cost Structure: This parameter of the Business Model Canvas refers to the costs involved in operating the product or service, including investment in machinery, labor, raw materials, etc. For this evaluation we have created two variables:(a.i.) “Amount of costs that this product/service will generate for the city and the citizens”, which we consider the most relevant part of the parameter and allows taking into account whether an increase in costs or net savings in the reference period occurs. It is scored as follows:
- (−4): The service provided with smart technologies has 50% higher cost than the service provided by the traditional systems.
- (−3): The service provided with smart technology is more than 20% and up to 50% more expensive than the service provided by traditional systems.
- (−2): The service provided with smart technology is over 5% and up to 20% more expensive than the service provided by the traditional systems.
- (−1): The smart service provided technology costs between 0% and 5% more than the service provided with the traditional systems.
- (0): The service is provided with smart technologies has the same cost than the service provided with the traditional systems.
- (+1): The service provided with smart technologies will cost between 0% and 5% less than the service provided by traditional systems.
- (+2): The service provided with smart technology has a lower cost, ranging from 5% to 20% less than the service provided with traditional systems.
- (+3): The service provided with smart technology has a lower cost, which ranges from 20% to 50% less than the service provided with traditional systems.
- (+4): The service provided with smart technology has lower cost, being 50% cheaper or more than the service provided with traditional systems.
(a.ii.) “Diversification of cost sources”. We believe it is an aspect to take into account because the greater the diversification, the lower the risk for the city, so we assign a numeric value as follows:- (−1): It means that the sources are less diversified than in the service provided with traditional systems.
- (0): It is equivalent to the same diversification in the service provided with traditional systems.
- (+1): There is more diversification than in the service provided with traditional systems.
- (b)
- Revenue Streams: The Business Model Canvas describes this parameter as the revenues generated by the product or service, and in our method we start from the perspective of the evaluation between the business models to be compared. To evaluate this parameter, we have created two variables:(b.i.) “Amount of costs that this product/service will generate for the city and citizens”, which we consider the most relevant parameter and therefore is measured as follows:
- (−4): The service provided with smart technologies generates revenues 50% lower than the service provided with traditional systems.
- (−3): The service provided with smart technologies generates revenues between 20% and 50% lower than the service provided with traditional systems.
- (−2): The service provided with smart technologies has generated revenues between 5% and 20% lower than the service provided with traditional systems.
- (−1): The service provided with smart technologies generated revenues between 0% and 5% lower than the service provided with traditional systems.
- (0): The service provided with smart technologies generates revenues equivalent to the service provided with traditional systems.
- (+1): The service provided with smart technologies generates revenues between 0% and 5% higher than the service provided with traditional systems.
- (+2): The service provided with smart technology generates higher revenues, ranging from 5% to 20% more than the service provided with traditional systems.
- (+3): The service provided with smart technology generates higher revenues, ranging from 20% to 50% more than the service provided with traditional systems.
- (+4): The service provided with smart technology generates revenues over 50% higher than the service provided with traditional systems.
(b.ii.) “Diversification of sources of revenues”. We believe it is an aspect to consider as greater diversification brings less risk to the city. We propose a numeric value like this:- (−1): Applied to sources less diversified than in the traditional system.
- (0): Equivalent to the same diversification in the traditional system.
- (+1): Means that there is more diversification than in the traditional system.
- (c)
- Social and Environmental Costs: This parameter does not exist in the Business Model Canvas but it does in the Non-Profit Business Model Canvas. It refers to non-economic aspects of the business model that are harmful to the intelligent city. In general, these aspects are often the same in every city in the world, but municipalities have different priorities about which of them are more or less important. Therefore, we believe that the appropriate reference to assign values is the strategic plan of the city because the strategic objectives are evident on it. The assessment of social and environmental costs is made taking into account whether the business model analyzed adversely affects the strategic objectives of the city. For example, in the Santander case study we have taken the Santander Strategic Plan 2020 [124] and selected five strategic dimensions of the future vision of the city. Each dimension receives a value depending on how the business model affects that dimension according to the following assessment:
- (−1): It means that the( business model affects each strategic objective very negatively.
- (−0.5): To be assigned if the business model partially affects each strategic objective.
- (0): When it does not affect the strategic objective.
- (d)
- Social and Environmental Benefits: Just like the previous one, this parameter only exists in the Non-Profit Business Model Canvas. It refers to non-financial aspects of the business model that are beneficial for the smart city. The assignment of numerical parameter values is done by assessing how the business model analyzed contributes to the strategic objectives defined in the strategic plan of the city. In the case study we have taken the five strategic dimensions of the Strategic Plan of Santander 2020 and assigned values of 0 if the business model does not contribute to achieving this objective, 0.5 if it contributes a little, and 1 if it helps a lot.
- (e)
- Value Proposition: This parameter makes explicit how Organizations are creating value for customers. In our methodology we have developed five questions that help assess to what extent is the business model analyzed valuable. Each question can be answered with 0 points (negative answer to that question), 0.5 points (partially positive response) or 1 point (fully positive response). These questions have been created by us, but are based on others presented in the book that introduced the Value Proposition Canvas.
- (f)
- Customer Segments: This parameter shows for how many citizens the business model is potentially applicable, beneficial or harmful. There are five positive and five negative values that are adding or subtracting fractions of 1 point until it exceeds 50% of the population, which we consider the top as it is clearly beneficial for whole the population.
4.2. Use Case: The Waste Management System of the City of Santander
- There is a small increase in financial costs for the service provider as it must invest to cover the costs of technology. However, the Cost Structure is lower because the total management costs are clearly smaller in the long term as the last public tender for this service showed. In other words, as the new technologies allow a more efficient management, the costs of the first public tender of the service that demanded the use of IoT technologies was tendered for a value of less than 20% with respect to the previous one, which was managed conventionally. As we take the point of view of aggregation actors, 2 points are allocated in this sub-parameter. Another 0.5 points are added due to the diversification of sources of costs as the service provider benefits from reduced fuel costs, human resources and other factors.
- The Revenue Streams do not change at all so 2 points are assigned in this parameter.
- We believe that as Social and Environmental Costs, 0.5 points should be considered -due to the potential small reduction of employees in the service can damage social cohesion.
- The Social and Environmental Benefits add 1 point because these innovative technologies put Santander on the map as a city where the knowledge economy and productive innovation predominate; 0.5 points for the generation of talent for hiring highly qualified professionals to manage ICTs; 0.5 points for improving the quality of service for all citizens as it promotes social cohesion; and 1 point for the improvement in environmental sustainability and accessibility as lower consumption of CO2 and less traffic disruption are clear benefits of optimized vehicle routes.
- We give 0.5 points in the Value Proposition parameter because the necessity of improving the waste management service is permanent for city halls and citizens, nevertheless we do not consider it a problematic issue at this time; 0.5 points because people are always interested in improving waste management but do not claim massively for it; another 0.5 points because traffic congestion and environmental improvements are upgrades in the quality of life; 0.5 points because the service quality is slightly better than the former one; 1 point because the 20% reduction of the total cost of the service is an important saving for municipal budgets in such kind of projects.
- We added 5 points in the Customers parameter because the new service constitutes an important upgrade for all citizens.
4.3. Use Case: The Street Lighting Service of Santander
- An important initial investment is required and assumed by the concessionaire. However, the net Cost Structure is lower in the long term as the last public tender for this service showed. In other words, the first public tender of the service that demanded the use of LED and innovative ICT was tendered for a lower value with respect to the previous one, which was managed conventionally. As we take the point of view of aggregation actors, thus we give 2 points in this parameter.
- The Revenue Streams do not change at all so 0 points are assigned in this parameter.
- We believe that no Social and Environmental Costs stand out (0 points).
- A few factors are included between the Social and Environmental Benefits: 0.5 points because these innovative technologies contribute to put Santander on the map as a city where the knowledge economy and productive innovation predominate; 0.5 points for the generation of talent for hiring highly qualified professionals to manage ICTs; and 1 point for the sustainability supported by the reduction of energy consumption.
- In the Value Proposition parameter, it is given: 0.5 points because it is always necessary to improve an important municipal service like this; 0.5 points because citizens are always interested on improving the service, even if they do not claim massively for it; and 1 point because the reduction of the total cost of the service is an important saving for municipal budgets in such kind of projects.
- We added 5 points in the Customers parameter because the new service constitutes an important upgrade for all citizens, at least in terms of public budget.
5. Discussion
6. Conclusions, Limitations and Future Work
Acknowledgments
Author Contributions
Conflicts of Interest
References
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Phase of Our Research Work | 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|
Action | Planning | Literature Review | Interviews to Experts | Case Study | Writing of Research Paper |
Descripction of the activity | Meeting and discussion among the authors | Review of all the frameworks for business model analysis published in order to apply previous knowledge to our method | 11 experts were asked for recommendations regarding the draft of the BMCETSC | Application of the BMCETSC to 2 cases studies in order to prove applicability and validity | The research work carried out is described in detail and put on paper |
Outcome | Definition of the problem and determination of the research process | Selection of the Non-Profit Business Model Canvas as the basis for our work, and development of the first draft of the Business Model Canvas Evaluation Tool for Smart Cities (BMETSC) | Development of the final version of the BMCETSC | The BMCETSC is validated | Final paper with the description of the research work |
Step of the constructive method | Step 1 of the constructive method | Step 2 of the constructive method | Steps 3, 4 and 6 of the constructive method | Steps 4 and 6 of the constructive method | Steps 3, 5 and 6 of the constructive method |
Parameters | Potential Qualifications | |
---|---|---|
Cost Structure | ||
Related to the service provided with the traditional system, the cost offered with smart technologies is higher or lower? | −4/−3/−2/−1/0/+1/+2/+3/+4 | (−4 For cost over 50% higher; −3 For cost between 20% and 49% higher; −2 For cost between 5% and 19% higher; −1 For cost between 0% and 4% higher; 0 For the same cost; +1 For cost between 0% and 4% lower; +2 For cost between 5% and 19% lower; +3 For cost between 20% and 49% lower; +4 For over 50% lower cost) |
Related to the service provided with the traditional system, the sources of costs are less, equal or more diversified? | −1/0/+1 | (−1 For less diversified; 0 For equal; and +1 For more diversified) |
Revenue Streams | ||
Related to the service provided with the traditional system, the amount of revenue that this product/service will generate more or less revenues for City Council and citizens? | −4/−3/−2/−1/0/+1/+2/+3/+4 | (−4 For revenues below 50%; −3 For revenues between 20% and 49% lower; −2 For revenues between 5% and 19% lower; −1 For revenues between 0% and 4% lower; 0 for the same revenues; +1 For revenues between 0% and 4% greater; +2 For revenues between 5% and 19% greater; +3 For revenues between 20% and 49% greater; +4 For revenues over 50% greater) |
Related to the service provided with the traditional system, the sources of revenues are less, equal or more diversified? | −1/0/+1 | (−1 For less diversified; 0 For equal; and +1 For more diversified) |
Social and Environmental Costs | ||
To what extent it is negative to achieve the goal of being an intermediate city that provides the backbone of the system of the cities of the Cantabrian Sean and the European Atlantic framework? | −1/−0.5/0 | (−1 If the business model negatively affects this strategic objective; −0.5 If it affects slightly to achieve that goal; and 0 if it does not affect) |
To what extent it is negative to achieve the goal of being a city which knowledge economy and productive innovation prevail? | ||
To what extent it is negative to achieve the goal of being a creative city and productive of talent? | ||
To what extent it is negative to achieve the goal of being a City of commitment with citizenship and socially cohesive? | ||
To what extent it is negative to achieve the goal of being a sustainable, open and accessible city? | ||
Social and Environmental Benefits | ||
To what extent it contributes to achieve the goal of being an intermediate city that provides the backbone of the system of the cities of the Cantabrian Sean and the European Atlantic framework? | 0/+0.5/+1 | (0 if the business model does not contribute to achieving this objective; +0.5 If it contributes slightly to achieve that goal; and +1 if it contributes a lot) |
To what extent it contributes to achieve the goal of being a city which knowledge economy and productive innovation prevail? | ||
To what extent it contributes to achieve the goal of being a creative city and productive of talent? | ||
To what extent it contributes to achieve the goal of being a City of commitment with citizenship and socially cohesive? | ||
To what extent it contributes to achieve the goal of being a sustainable, open and accessible city? | ||
Value Proposition | ||
The product/service meets a need of City Council and citizens? | 0/+0.5/+1 | (0 if the answer is No; +0.5 If the answer is eminently positive; and +1 if the answer is clearly positive) |
Are the citizens interested in adopting this product / service? | ||
Is this product/service a plausible improvement in the quality of life of citizens? | ||
Is the product/service of better quality than current alternatives? | ||
Is the product/service’s price better price than current alternatives? | ||
Customer Segment | ||
Is the product/service potentially beneficial to at least 1% of citizens? | 0/+1 | (0 if the answer is negative; and +1 if the answer is positive) |
Is the product/service potentially beneficial to between 1% and 9% of citizens? | ||
Is the product/service potentially beneficial to between 10% and 24% of citizens? | ||
Is the product/service potentially beneficial to between 25% and 49% of citizens? | ||
Is the product/service potentially beneficial for more than 50% of citizens? | ||
Is the product/service potentially detrimental to at least 1% of citizens? | −1/0 | (0 if the answer is negative; and −1 if the answer is positive) |
Is the product/service potentially detrimental to between 1% and 9% of citizens? | ||
Is the product/service potentially detrimental to between 10% and 24% of citizens? | ||
Is the product/service potentially detrimental to between 25% and 49% of citizens? | ||
Is the product/service potentially detrimental for more than 50% of citizens? | ||
Parameters | Potential Qualifications | Qualifications | |
---|---|---|---|
Cost Structure | |||
Related to the service provided with the traditional system, the cost offered with smart technologies is higher or lower? | −4/−3/−2/−1/0/+1/+2/+3/+4 | (−4 For cost over 50% higher; −3 For cost between 20% and 49% higher; −2 For cost between 5% and 19% higher; −1 For cost between 0% and 4% higher; 0 For the same cost; +1 For cost between 0% and 4% lower; +2 For cost between 5% and 19% lower; +3 For cost between 20% and 49% lower; +4 For over 50% lower cost) | 2.0 |
Related to the service provided with the traditional system, the sources of costs are less, equal or more diversified? | −1/0/1 | (−1 For less diversified; 0 For equal; and +1 For more diversified) | 0.5 |
2.5 | |||
Revenue Streams | |||
Related to the service provided with the traditional system, the amount of revenue that this product/service will generate more or less revenues for City Council and citizens? | −4/−3/−2/−1/0/+1/+2/+3/+4 | (−4 For revenues below 50%; −3 For revenues between 20% and 49% lower; −2 For revenues between 5% and 19% lower; −1 For revenues between 0% and 4% lower; 0 for the same revenues; +1 For revenues between 0% and 4% greater; +2 For revenues between 5% and 19% greater; +3 For revenues between 20% and 49% greater; +4 For revenues over 50% greater) | 0.0 |
Related to the service provided with the traditional system, the sources of revenues are less, equal or more diversified? | −1/0/+1 | (−1 For less diversified; 0 For equal; and +1 For more diversified) | 0.0 |
0.0 | |||
Social and Environmental Costs | |||
To what extent it is negative to achieve the goal of being an intermediate city that provides the backbone of the system of the cities of the Cantabrian Sean and the European Atlantic framework? | −1/−0.5/0 | (−1 If the business model negatively affects this strategic objective; −0.5 If it affects slightly to achieve that goal; and 0 if it does not affect) | 0.0 |
To what extent it is negative to achieve the goal of being a city which knowledge economy and productive innovation prevail? | 0.0 | ||
To what extent it is negative to achieve the goal of being a creative city and productive of talent? | 0.0 | ||
To what extent it is negative to achieve the goal of being a City of commitment with citizenship and socially cohesive? | −0.5 | ||
To what extent it is negative to achieve the goal of being a sustainable, open and accessible city? | 0.0 | ||
−0.5 | |||
Social and Environmental Benefits | |||
To what extent it contributes to achieve the goal of being an intermediate city that provides the backbone of the system of the cities of the Cantabrian Sean and the European Atlantic framework? | 0/+0.5/+1 | (0 if the business model does not contribute to achieving this objective; +0.5 If it contributes slightly to achieve that goal; and +1 if it contributes a lot) | 0.0 |
To what extent it contributes to achieve the goal of being a city which knowledge economy and productive innovation prevail? | 1.0 | ||
To what extent it contributes to achieve the goal of being a creative city and productive of talent? | 0.5 | ||
To what extent it contributes to achieve the goal of being a City of commitment with citizenship and socially cohesive? | 0.5 | ||
To what extent it contributes to achieve the goal of being a sustainable, open and accessible city? | 1.0 | ||
3.0 | |||
Value Proposition | |||
The product/service meets a need of City Council and citizens? | 0/+0.5/+1 | (0 if the answer is No; +0.5 If the answer is eminently positive; and +1 if the answer is clearly positive) | 0.5 |
Are the citizens interested in adopting this product/service? | 0.5 | ||
Is this product/service a plausible improvement in the quality of life of citizens? | 0.5 | ||
Is the product/service of better quality than current alternatives? | 0.5 | ||
Is the product/service’s price better price than current alternatives? | 1.0 | ||
3.0 | |||
Customer Segment | |||
Is the product/service potentially beneficial to at least 1% of citizens? | 0/+1 | (0 if the answer is negative; and +1 if the answer is positive) | 1.0 |
Is the product/service potentially beneficial to between 1% and 9% of citizens? | 1.0 | ||
Is the product/service potentially beneficial to between 10% and 24% of citizens? | 1.0 | ||
Is the product/service potentially beneficial to between 25% and 49% of citizens? | 1.0 | ||
Is the product/service potentially beneficial for more than 50% of citizens? | 1.0 | ||
Is the product/service potentially detrimental to at least 1% of citizens? | −1/0 | (0 if the answer is negative; and −1 if the answer is positive) | 0.0 |
Is the product/service potentially detrimental to between 1% and 9% of citizens? | 0.0 | ||
Is the product/service potentially detrimental to between 10% and 24% of citizens? | 0.0 | ||
Is the product/service potentially detrimental to between 25% and 49% of citizens? | 0.0 | ||
Is the product/service potentially detrimental for more than 50% of citizens? | 0.0 | ||
5.0 |
Parameters | Potential Qualifications | Qualifications | |
---|---|---|---|
Cost Structure | |||
Related to the service provided with the traditional system, the cost offered with smart technologies is higher or lower? | −4/−3/−2/−1/0/+1/+2/+3/+4 | ((−4) For cost over 50% higher; (−3) For cost between 20% and 49% higher; (−2) For cost between 5% and 19% higher; (−1) For cost between 0% and 4% higher; 0 For the same cost; +1 For cost between 0% and 4% lower; +2 For cost between 5% and 19% lower; +3 F) | 2.0 |
Related to the service provided with the traditional system, the sources of costs are less, equal or more diversified? | −1/0/+1 | ((−1) For less diversified; 0 For equal; and +1 For more diversified) | 0.0 |
2.0 | |||
Revenue Streams | |||
Related to the service provided with the traditional system, the amount of revenue that this product/service will generate more or less revenues for City Council and citizens? | −4/−3/−2/−1/0/+1/+2/+3/+4 | ((−4) For revenues below 50%; (−3) For revenues between 20% and 49% lower; (−2) For revenues between 5% and 19% lower; (−1) For revenues between 0% and 4% lower; 0 for the same revenues; +1 For revenues between 0% and 4% greater; +2 For revenues between 5) | 0.0 |
Related to the service provided with the traditional system, the sources of revenues are less, equal or more diversified? | −1/0/1 | ((−1) For less diversified; 0 For equal; and +1 For more diversified) | 0.0 |
0.0 | |||
Social and Environmental Costs | |||
To what extent it is negative to achieve the goal of being an intermediate city that provides the backbone of the system of the cities of the Cantabrian Sean and the European Atlantic framework? | −1/−0.5/0 | ((−1) If the business model negatively affects this strategic objective; (−0.5) If it affects slightly to achieve that goal; and 0 if it does not affect) | 0.0 |
To what extent it is negative to achieve the goal of being a city which knowledge economy and productive innovation prevail? | 0.0 | ||
To what extent it is negative to achieve the goal of being a creative city and productive of talent? | 0.0 | ||
To what extent it is negative to achieve the goal of being a City of commitment with citizenship and socially cohesive? | 0.0 | ||
To what extent it is negative to achieve the goal of being a sustainable, open and accessible city? | 0.0 | ||
0.0 | |||
Social and Environmental Benefits | |||
To what extent it contributes to achieve the goal of being an intermediate city that provides the backbone of the system of the cities of the Cantabrian Sean and the European Atlantic framework? | 0/+0.5/+1 | (0 if the business model does not contribute to achieving this objective; +0.5 If it contributes slightly to achieve that goal; and +1 if it contributes a lot) | 0.0 |
To what extent it contributes to achieve the goal of being a city which knowledge economy and productive innovation prevail? | 0.5 | ||
To what extent it contributes to achieve the goal of being a creative city and productive of talent? | 0.5 | ||
To what extent it contributes to achieve the goal of being a City of commitment with citizenship and socially cohesive? | 0.0 | ||
To what extent it contributes to achieve the goal of being a sustainable, open and accessible city? | 1.0 | ||
2.0 | |||
Value Proposition | |||
The product/service meets a need of City Council and citizens? | 0/+0.5/+1 | (0 if the answer is No; +0.5 If the answer is eminently positive; and +1 if the answer is clearly positive) | 0.5 |
Are the citizens interested in adopting this product/service? | 0.5 | ||
Is this product/service a plausible improvement in the quality of life of citizens? | 0.0 | ||
Is the product/service of better quality than current alternatives? | 0.0 | ||
Is the product/service’s price better price than current alternatives? | 1.0 | ||
2.0 | |||
Customer Segment | |||
Is the product/service potentially beneficial to at least 1% of citizens? | 0/+1 | (0 if the answer is negative; and +1 if the answer is positive) | 1.0 |
Is the product/service potentially beneficial to between 1% and 9% of citizens? | 1.0 | ||
Is the product/service potentially beneficial to between 10% and 24% of citizens? | 1.0 | ||
Is the product/service potentially beneficial to between 25% and 49% of citizens? | 1.0 | ||
Is the product/service potentially beneficial for more than 50% of citizens? | 1.0 | ||
Is the product/service potentially detrimental to at least 1% of citizens? | −1/0 | (0 if the answer is negative; and (−1) if the answer is positive) | 0.0 |
Is the product/service potentially detrimental to between 1% and 9% of citizens? | 0.0 | ||
Is the product/service potentially detrimental to between 10% and 24% of citizens? | 0.0 | ||
Is the product/service potentially detrimental to between 25% and 49% of citizens? | 0.0 | ||
Is the product/service potentially detrimental for more than 50% of citizens? | 0.0 | ||
5.0 |
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Díaz-Díaz, R.; Muñoz, L.; Pérez-González, D. The Business Model Evaluation Tool for Smart Cities: Application to SmartSantander Use Cases. Energies 2017, 10, 262. https://doi.org/10.3390/en10030262
Díaz-Díaz R, Muñoz L, Pérez-González D. The Business Model Evaluation Tool for Smart Cities: Application to SmartSantander Use Cases. Energies. 2017; 10(3):262. https://doi.org/10.3390/en10030262
Chicago/Turabian StyleDíaz-Díaz, Raimundo, Luis Muñoz, and Daniel Pérez-González. 2017. "The Business Model Evaluation Tool for Smart Cities: Application to SmartSantander Use Cases" Energies 10, no. 3: 262. https://doi.org/10.3390/en10030262
APA StyleDíaz-Díaz, R., Muñoz, L., & Pérez-González, D. (2017). The Business Model Evaluation Tool for Smart Cities: Application to SmartSantander Use Cases. Energies, 10(3), 262. https://doi.org/10.3390/en10030262