Tools for Activating Data Marketplace: Toward Innovations with Data-mediated Communications

247 Pages·2022·8.751 MB·English

by  Teruaki Hayashi, Yukio Ohsawa

Understanding Innovation
Teruaki Hayashi
Yukio Ohsawa
Tools for
Activating Data
Marketplace
Toward Innovations with
Data-mediated Communications
Understanding Innovation
SeriesEditors
ChristophMeinel,Potsdam,Germany
LarryLeifer,Stanford,USA
“Everyonelovesaninnovation,anideathatsells.”Fewdefinitionsofinnovationare
moresuccinct.Itcutstothecore.Yetindoingso,itlaysbaretherealitythatselling
dependsonfactorsoutsidetheinnovationenvelope.The“let’sgetcreative”imper-
ative does not control its own destiny. Expressed another way, in how many ways
can we define innovation? A corollary lies in asking, in how many ways can the
innovativeenterprisebeorganized?Forathirditeration,inhowmanywayscanthe
innovation process be structured? Now we have a question worth addressing.
“Understanding Innovation” is a book series designed to expose the reader to the
breadthanddepthofdesignthinkingmodalitiesinpursuitofinnovationsthatsell.It
isnotourintenttogivethereaderadefinitiveprotocolorparadigm.Infact,thevery
expectationof“onerightanswer”wouldbemisguided.Insteadweofferajourneyof
discovery,onethatisradical,relevant,andrigorous.
(cid:129)
Teruaki Hayashi Yukio Ohsawa
Tools for Activating Data
Marketplace
Toward Innovations with Data-mediated
Communications
TeruakiHayashi YukioOhsawa
SchoolofEngineering, SchoolofEngineering,
DepartmentofSystemsInnovation DepartmentofSystemsInnovation
TheUniversityofTokyo TheUniversityofTokyo
Tokyo,Japan Tokyo,Japan
ISSN2197-5752 ISSN2197-5760 (electronic)
UnderstandingInnovation
ISBN978-3-031-06144-8 ISBN978-3-031-06145-5 (eBook)
https://doi.org/10.1007/978-3-031-06145-5
©SpringerNatureSwitzerlandAG2022
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To all seeking opportunities in data
Preface
This book discusses how to create, design, and support the data marketplace to
realizedata-interactiveinnovation.Humanhistoryhasinvolvedaseriesofrelentless
efforts and actions to create and accumulate knowledge by discovering patterns of
events and fostering insights. These discoveries and insights were obtained by
observing complex phenomena in the real world, some of which were stored as
data.Thus,dataare,atleastpotentially,thesourcesofknowledgeinalldisciplines.
Notonlyaretheyanimportanttoolinconstructingintellectualessenceandknowl-
edgesystemsasthebasisofourlivesandbusinessesbuttheyalsoprovidetheoretical
frameworksinthesciences.
Theconceptofdata-interactiveinnovationmaynotbeaspopularas“data-driven”
innovation, which means an innovation process starting with the power of data.
However, the process of innovation requires communication about and interaction
withthecontextsofpeoplelivingwiththeproductorservicethatcanbecreatedvia
scientificthoughtsandcommunicationsreferringtodataandpatternsorknowledge
obtained from data. In these communications and interactions, although data and
technologies of artificial intelligence may seem to take the lead and are walking
alone, humans really design, acquire, and use the data in our context of living or
working. The data reaches their potential value through such human activities.
Although data has become a resource that can be exchanged and traded, trading
itself is not the main focus; its essence is to add value through its contribution to
creating new businesses and executing them. In other words, innovation and crea-
tivity are at the core of the data marketplace. In this respect, data marketplaces,
where providers and users of data meet, are not only places to buy or sell data but
alsoplaceswherestakeholdersintheirknowledgeprocessondatacanmeet.
Theparticipantsinthedatamarketplacearedatasubjects,dataholders,analysts,
decision makers, creators of businesses, and consumers desiring to evaluate the
quality of data services. Here, to collect and/or combine data to achieve their
goals, people need to discover and explain the value of data for planning their
data-interactive activities by discussing the utility of datasets by setting prices for
buying/selling.
vii
viii Preface
EvenbeforetheworldwidemovementsofbigdataandAI,wehavebeenfocusing
on information technologies that contribute to interdisciplinary collaboration,
knowledge sharing, and decision making. In 2013, Ohsawa et al. developed a
systematic design method for the data marketplace, called the Innovators’ Market-
placeonDataJackets(IMDJ).TheDataJacket(DJ)isaframeworkfordescribingan
overview ofdata while keepingthedata confidential. The DJ aimstohelp humans
understandthedataandenablediscussion.Inthisapproach,participantsinthedata
marketplacecandeterminewhatkindofdataexistandwhatkindofinformationthey
hold, even if the contents of data cannot be made publicly available. Through the
IMDJ, the participants came to exchange and learn information about datasets and
consider the value of the datasets through participants’ creative communication.
HavingrootsintheDJandIMDJ,wehavedevelopedtechnologiestoaccelerateand
supportthedatamarketplace.
Chapter 1 begins by showing the fundamental concept and meaning of the data
marketplace for innovations. Chapter 2 presents the process of innovation via
interactions between data, individuals, and society. We also show the social con-
straints, including regulations on stakeholders, and review the history and current
state of the data marketplace. In Chap. 3, we introduce DJs—one of the core
technologies for activating the data marketplace—and the IMDJ, the model of the
market of data, and Action Planning (AP), the workshop-styled scenario planning
fordatacollaboration.InChap.4,wepresentfivewebsystemsforactivatingthedata
marketplace:theDJStore,VariableQuest,TEEDA,Web-basedIMDJ,andHuman
Resource Finder. Chapter 5 elucidates the value chain of data businesses and
stakeholder interactions in the data market as an ecosystem. Finally, in Chap. 6,
we demonstrate some of our successes with data analysis cases and tools created
fromtheIMDJ/APworkshops.
As we write here, new forms of data markets have appeared, highlighting their
abilitytopriceandexchangedata.Weshouldbeawarethatreallightshouldbeshed
to create new perspectives and technologies that externalize a wide range of prob-
lems. We hope that this book will contribute to the readers’ design of fruitful
marketplacesfordataandtechnologicaldevelopmentsforlivinginthisnewmarket.
Tokyo,Japan TeruakiHayashi
January2022 YukioOhsawa
Acknowledgments
First,wewouldliketothankLarryJ.Leiferforgivingustheexcellentopportunityto
startthisbook.Deepestthankstoourpatient,generous,andhelpfuleditor,Christian
Rauscher,theExecutiveEditorBusiness/OR/MISofSpringer.
Iamgratefultomanyfriendsandresearchcolleaguesforencouragingustostart
thework,perseverewithit,andfinally,publishthisbook.Also,weappreciateallthe
business people who participated in the workshops and continued the fruitful
discussions.
Wewouldliketoacknowledgewithgratitudetheloveofourfamily.Theyhave
keptmegoing,andthisbookwouldnothavebeenpossiblewithoutthem.
Finally,wewouldliketotakethisopportunitytothankallthereaderswhotook
this book. We hope you will find the data marketplace and data exchange surpris-
ingly familiar and accessible to us. Using the technologies and tools introduced in
thisbook,wewouldliketoworktogetherwithyou,thereaders,todevelopthefuture
datamarketplaceandcreatevaluabletechnologiesforthecomingdatasociety.
ix
Contents
1 Introduction:WhyAMarketofData?ASolutionforInnovations.. 1
1.1 Data:HaveWeGotItRight?. . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.2 DataMarketplace:APlatformforValueExchange
andInnovation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
1.3 InteractionsofStakeholdersinMarkets:AreTheyToward
Innovations?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
1.4 OrganizationofThisBook. . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
References. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
2 Data-InteractiveInnovationsastheHeartofMarketofData
(MoDAT). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
2.1 InnovationasaProcessofTrans-Dimensional
Communication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
2.2 ThreeReasonsforAskingWhyandHow. . . . . . . . . . . . . . . . . . 21
2.2.1 Reason1:Data-InteractiveInnovationasDesign
Communication. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
2.2.2 Reason2:DesignCommunicationRequires
TwoKindsofQuestions. . . . . . . . . . . . . . . . . . . . . . . . . 25
2.2.3 Reason3:ExternalizationofTsugoesNetworkfor
ConsideringUsefulData. . . . . . . . . . . . . . . . . . . . . . . . 30
2.3 Creativity. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
2.4 FromChanceDiscoverytoInnovators’MarketplaceonData
Jackets(IMDJ). . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
2.5 TheRoadmapforInteractiveInnovationwiththeMarket
ofData. . . . . . .. . . . . . . . .. . . . . . . .. . . . . . . .. . . . . . . . .. . 43
2.6 FromthePasttothePresentofDataMarketplace. . . . . . . . . . . . 44
2.6.1 DataMarketingBusinesses:AnOverview. . . . . . . . . . . . 44
2.6.2 SurveyonDataMarketingBusinesses. . . . . . . . . . . . . . . 46
xi