Service innovation structure analysis for recognizing opportunities and difficulties of M2M businesses

With the popularization of high-speed and high-capacity communication networks, Machine-to-Machine (M2M) communication has received significant attention. However, even though the related technologies have been actively investigated, creating new businesses based on M2M communication is not easy. This paper proposes a service innovation structure that visualizes the opportunities and difficulties of M2M businesses. In our proposal, opportunities are classified as two types of value creation (optimization value and identification value) using the Sharing-Connecting-Analyzing-Identifying (SCAI) model. In addition, difficulties are discussed using a fishbone chart. The SCAI model pays particular attention to the identification value, which tends to be ignored in other models. Opportunities and difficulties are structured as a map according to backcasting from a desired future. Using this backcasting map, we can discuss M2M businesses more clearly and strategically by recognizing the opportunities and the difficulties with stakeholders.