A reference model for the design of Service-Dominant Business Models in the smart mobility domain

Initiatives in the smart mobility domain are increasingly characterized by a service-dominant mindset, focusing explicitly on the value that is created for the customer. As a result, the business models of these initiatives become more agile in nature, forcing them to be continuously and rapidly redesigned. However, given the wide landscape of potential stakeholders in the smart mobility domain, it may prove difficult to identify the stakeholders that should be considered for viable business model design. In response, this paper proposes a reference business model for the smart mobility domain which elaborates on a generic set of stakeholder categories and their characteristics to guide the design of these models. Following a design science research approach, we iteratively derived and evaluated the validity of the reference model using a set of business model design workshops. We illustrate the applicability of the reference model by means of a business model design case.