Integration of Internet of Things components into a firm’s offering portfolio – a business development framework

Abstract

Purpose – This paper aims to provide a foundation for firms trying to evaluate the suitability of Internet of Things (IoT)-enhanced offerings against the background of their current portfolio. Currently, quite a number of companies consider revising or extending their portfolio of products and services by incorporating IoT components to achieve competitive advantages. However, an unsystematic and autotelic addition of connected sensors and actuators to present offerings does not necessarily lead to substantial market success. Design/methodology/approach – The approach of this paper is to identify different roles which IoT components can play in offering portfolios; clarify business development objectives, which can be achieved by the combination of products and services with IoT components; and report case examples which help to highlight how business development objectives can be reached with the help of IoT components fulfilling specific roles. Findings – IoT components may play three different roles when integrated into product or service offerings. This role differentiation is crucial in understanding how IoT amendments can be instrumental in supporting the achievement of specific business development objectives pursued by a firm. Research limitations/implications – The framework is based on conceptual considerations. To overcome this limitation, empirical research on technology-, cost- and customer-related impacts of IoT-enhanced offerings is desirable. Practical/implications – Firms need to evaluate three roles which IoT components can play against the background of their present product portfolio when developing new business strategies. Originality/value – This paper combines literature on the principles of operation of IoT applications and business models with current use-cases to provide implications for IoT-related business development issues.