Valor 4.0: um Framework para propostas de valor para produtos e serviços baseados em internet das coisas

Abstract

The Internet of Things (IoT) has the potential to create new business opportunities and significantly impact the business world, each individual’s life, society, and the environment. Many companies today face a significant challenge in understanding the potential and challenges of IoT and developing value propositions for products and services based on this technology. The present study aims to identify the necessary elements for the development of value propositions of products and services based on IoT and propose a framework to support this development. For this, the chosen research method was the Design Science Research (DSR), which supported the creation of a framework containing the elements identified in the literature and the vision of 52 IoT specialists with the support of the Delphi technique. This framework was evaluated by 25 of these specialists, in a second round of Delphi, and adapted, generating its second version, denominated Value 4.0. This framework was evaluated by two market experts with experience in IoT, by four academics in a workshop with application in a fictitious case, and by two companies with applications in real cases. The results of the evaluations indicate that: a) the framework includes all the necessary elements to generate a value proposition of a product/service based on IoT; b) it is able to support the development of value propositions for products/services based on the Internet of Things; c) it differs positively from other frameworks with similar purpose; and d) is applicable in an organization that develops IoT-based products/services. In addition, applications have demonstrated that the framework can help identify opportunities in value propositions as it encompasses all levels of IoT's core architecture, its capabilities, and its challenges, supporting reflection on these elements.