C2B2B: Why haven’t we heard of this Business Model yet?
What are the Approaches, Methods and Tools we pick up to Visualize and Shape the Future is moot to this edition of my blog.
No New Normal; only NEW
B2B and B2C are the two dominant enterprise models have evolved over the previous two versions of the World Wide Web to the current Web 3.0. It is obvious that the focus is on Business and not on the Enterprise. The essential difference is that Business is transactional and systems have been built to a 1:1 interaction whereas an Enterprise is a concept that needs to spawn an ecosystem to complete a transaction.
The current Version of the World Wide Web not only processes the data on the Network but also computes locally with Digital Technology. Thus the Roles that people play in each ecosystem dedicated to a sphere of life across global networks needs to be fused with Technology that computes data for them at a local level. The new GLOCAL (Global + Local) economy cannot be an extension of the previous versions of the Web but must be a significant departure from a new Point of Arrival (POA).
Digital Technologies along with IOT, Sensors, Wearables and Devices, the expansion of the communications spectrum to 5G and the deepening of data into Voice, Video, Audio and Graphics through Artificial Intelligence provoke the promise of dynamic processes rather than static ones; serving Cognitive Intelligence based Engagement and Experience at a transactional level every single time in every sphere of life.
These changes are Transformative in nature. Which means the New does not resemble the Old in any way. They shift the Power of Data ownership from Enterprises to Individuals will create a NEW market dynamic cascading onto the Synergies and Systems we inherit. The NEW will be chaotic and confusing as any new thing is. However, we will have better tools to deal with uncertainty with a greater level of Process Risk Assurance.
Examining a Use Case
Health depends upon three conditions of data at any given point in time;
- Heredity or Genetic: Conditions one is born with handed down from one’s ancestry.
- Congenital: Again conditions that one is born with but acquired during the mother’s pregnancy.
- Socially Acquired: Every second from the moment of birth to the moment of death.
To intervene with both well being and healthcare for humans, we need the above three conditions of data up to the minute. Digital Technologies makes it possible to “record” both historical and the current data from their original sources to compute the data for further Curation and Contextualization making it relevant for Collaboration.
The elephant in the room is the ownership of data and its mode of Sharing and collaboration across the ecosystem that works on a Unified Process of Consultation, Investigation, Diagnosis, Treatment, Prognosis and Care. With the Individual owing and sharing data with those best suited to support their Personalization and Preferentiation requirements, the dynamic of the process brings about outcomes of greater precision, productivity and profitability for the entire customer universe involved in the process.
With data privatized to an individual, the lifecycle of an individual takes precedence forcing Products and Services to be Configured to the Context of that lifecycle; rather than the Individual changing their life to the context of the Product or Service. Imagine that?
The Flow of Work
The Flow of Work in every sphere of life is transformed by the five elements that go into it including Data, Talent, Materials, Funds and Infrastructure.
- Data: The Master Data and its Meta Data cannot resemble the past managed by IT Systems in the Digital era driven by ML/AI.
- Talent: Both as a Creator and User there is an urgent need to learn and participate in the emerging advancements of Technology that are challenged thru Robotics and Pervasive Computing.
- Materials: 3D/4D printing, Nanotech and Biotech are provoking us with the way we consider materials that enrich our lives.
- Funds: The conventional notion of funds generating New Ideas / Concepts is being turned on its head and technologies such as Blockchain are becoming tools for Sustaining Valuation.
- Infrastructure: The virtual and physical divide are being bridged with Enmeshed Networks playing a key role in not only connecting but securing the Network & Communications.
There is no escape therefore for the Flow of Work consisting of Workforce, Workplace Transformation Orchestrating Enterprise Operations and Innovation mutually inclusively.
Technology today has the capability to create Work Packages for execution but the Flow of Work is not ready for execution. This is what needs to be readied for the future that prevents the breakdown of life we have witnessed in the last couple of years.
The World Bank projects the combined revenue of global businesses will be more than $190 Trillion by 2030. If digital distribution (combining B2B and B2C) represents about one half of the non-production portion of the global economy by that time, the revenues could be, theoretically, redistributed across conventional sectoral borders in 2025 to exceed $60 Trillion; about 30% of the World revenues.
The ownership of data with Individuals is key that is based on the roles they carry out in different spheres of life including Customers, Consumers, Solopreneurs, Intrapreneurs and Entrepreneurs in all walks of life. This is the shift in the Structures (Power) that is galvanizing the Cultures (Finding Meaning to the Work one loves) and the Systems therefore responding to that need that is no longer a difficult to attain aspiration but rather a more pressing Want and Need.
The Consumer / Customer driven Enterprise Model is no longer a mirage but one that is staring at us with technology ready to converge the B2B and B2C into one Unified Structure. Those Societies and Enterprises that take a lead in this will emerge as the Creators and Winners of the Digital Next Economy. Warning: Do not make these shifts without changing the definition of Customer addressed and included as Clients, Team Members, Stakeholders, Business Partners, Investors, Vendors, Society (Government / Regulators) and Technology (Devices, IOT, Wearables, & Sensors).