Digitizing human behavior in business model innovation

The ability to develop innovative Business Models (BM) has become the cornerstone for the competitiveness of many successful business entities. Business Model Innovation (BMI) appears even more important as digitalization affect all areas of life and lead to new ways of working, communicating and cooperating in this digital world of Industry 4.0. Thanks to new technologies today businesses are connected in physical, digital and virtual networks, therefor the cooperation between businesses and academia and the use of competences across different domains will strengthen the BMI. One main challenge of digitization of BMI is modelling human behavior and cognitive processes into logical expressions that can be digitized and automated. The objective of this paper is to develop a conceptual model of an agile business model innovation learning environment which can be easily adapted by businesses utilizing sensors and machine learning techniques to observe, analyse and predict human behavior and facilitate the BMI development. The proposed technology backbone is a cloud-based sensing business model and sensing business model innovation room embedded with advanced mobile and wireless sensors, both environmental and wearable by the participants.