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Companies need business models to profit from innovation and technology. However, the success of a certain technology depends on whether and how it is used. Usage is important not only as an indicator of technology adoption, but also as a way for companies to design business models—as a way to create and capture value from technology. Usage is inscribed by the designers in the technology, but users in their ongoing practice can alter the designers’ intentions, which sometimes leads to innovation. Users can also combine different technologies in practice to accomplish a specific usage. In essence, usage is constitutive of technology and its value. Technology usage-based business modeling is a way to explore business modeling for technology that looks into how different technologies are integrated, either by users or platform actors, into solutions to address specific usage needs. To understand this notion of usage for business model design, one must first understand how value is created and captured from technology. At the same time, it is also important to know different streams of literature that have investigated technology usage: user-centered design, user innovation and lead users, form, function, affordances of technology, and the practice-based view. While usage-based business modeling has implications for all kinds of technologies, it is of particular importance for emerging, enabling, and embedding technologies, where the value of technology depends on the usage across multiple applications and connectedness between different users. |
