La contribution des données IoT à l'évolution d'un Data-Driven Business Model : étude de cas d'une PME de services

The expansion of digital technologies and the growth of data have fostered the emergence of Data-Driven Business Models (DDBMs), that is, business models based on the exploitation of data. Although several studies have already examined the links between the Internet of Things (IoT) and business models, the literature still tends to address this issue in a fragmented way, often within specific sectoral contexts, rather than through empirical analyses examining, within a single case, the role of data generated by connected objects alongside other sources of digital data in the evolution of a DDBM. This study therefore raises the following question: How do IoT-generated data contribute to the progressive evolution of a Data-Driven Business Model in a service SME? To address this question, we conducted a case study of LBEC, a French SME whose service is based on IoT devices. We analyze how these data intervene in the three components of the business model: value proposition, value architecture, and revenue model. The findings show that IoT data mainly contribute to service monitoring, reliability, and continuity, while application data play a greater role in adjusting the offer and understanding usage patterns. This study thus provides further insight into the contribution of IoT data to the progressive evolution of a Data-Driven Business Model.