BTM CONFERENCE IN BERLIN
COST TRAPS IN
INNOVATIVE
BUSINESS MODELS
November 24 and 25, 2016
ESMT Campus Berlin
F
irmly established B2B business models
are becoming obsolete, as we have been
witnessing now for several years. This has
forced business leaders to fundamentally
revise the way their companies function and
produce value. Some have decided to pare down
their premium products to compete against lowprice competitors, whereas others have expanded
their portfolios by adding complex service
solutions. Some have accomplished a turnaround
by selling the use of their products rather than the
products themselves. Others have responded to
the surge of digitalization and acquired state-ofthe-art technology enterprises, trusting that these
will bring about the sophisticated new offerings
that the market is demanding.
But redesigning a company’s architecture is
not without hazards; it requires a sound under­
standing of whether the costs involved will
improve the structure or damage it for good. Very
often, though, managers pay more attention to
the measures required for achieving the desired
revenue goals than to the risks involved in the
necessary expenditures.
However, the truth is that there are a number of
innovative business models that contain higher
levels of risk for the supplier than the buyer. So,
when entering a new area, at minimum there
should be an awareness about where the risks are
located.
Just keep in mind: Planners are usually guided by
the results of their past decisions, their individual
biases, and the halo effect of their new plan.
Hence, they will often ignore the fact that new
businesses per se contain unknown factors. So a
healthy amount of skepticism as to the success
of a new endeavor and the careful checking of all
known factors will help you to avoid cost traps and
to establish the fail-safe system you need.
COST TRAPS IN
INNOVATIVE BUSINESS MODELS
WHEN AND WHERE
The BTM Conference COST TRAPS IN INNOVATIVE BUSINESS
MODELS starts on November 24 at 6:00 p.m. on ESMT
Campus in Berlin. For more information, please visit our
website at www.esmt.org/btm-2016.
WHO SHOULD JOIN US
This conference is for all professionals working in
B2B industries.
HOW TO REGISTER
Please register at www.esmt.org/btm-2016.
PLAN
TO PUSH FORWARD INTEGRATION
TO PROVIDE SERVICE SOLUTIONS
RISK
The conference fee of €580 includes all conference material,
meals, and a summary of results.
You neglect to ensure if you are indeed
better and more cost-efficient than your
competition.
WHERE TO STAY
We have arranged a special rate at three hotels near our
campus. Please contact the hotels directly using the
codes below:
Your customers will have to be included in
the process and you may underestimate
the difficulties of the collaboration and the
necessary change processes in your
company.
You may overestimate the know-how of
your customers and the service capabilities
of your people.
You may misunderstand the financial logic
of this business.
TO INTRODUCE PERFORMANCE-BASED PRICING
TO SELL USE INSTEAD OF OWNERSHIP
TO USE BIG DATA
Your income will be linked to your
customer’s success, but you may overrate
your knowledge of their business and
market.
Cosmo Hotel
Spittelmarkt 13, 10117 Berlin
info@cosmo-hotel.de
Code: BTMC, Rate €108 incl. breakfast
Arcotel John F.
Werderscher Markt 11, 10117 Berlin
johnf@arcotelhotels.com
Code: BTMC, Rate €118 incl. breakfast
Hotel Titanic
Französische Straße 28/29, 10117 Berlin
info.tgb@titanic-hotels.de
Code: BTMC, Rate €135 incl. breakfast
If you have questions, our conference manager,
Margarita Kurochkina, would be happy to help you
either by email at Margarita.Kurochkina@esmt.org
or by phone at +49 30 212 31 8044.
You will carry the costs of the product,
which might eat up your profits.
You may overrate your understanding of
this technology and may lack the specialists
needed to handle its new and complex
systems.
ESMT
European School of Management and Technology GmbH
Schlossplatz 1
10178 Berlin
www.esmt.org
PROGRAM
THURSDAY, NOVEMBER 24
6:00 p.m. REGISTRATION
Our media partners
7:00 WELCOME Prof. Dr. Olaf Plötner (ESMT Berlin)
DINNER
DINNER SPEECH Prof. Jörg Rocholl, PhD
(President of ESMT Berlin and Member of the
Economic Advisory Board of the German
Federal Ministry of Finance)
Business Model Europe
9:00 NETWORKING WITH CONFERENCE MEMBERS
AND SPEAKERS
FRIDAY, NOVEMBER 25
8:30 a.m. REGISTRATION
9:00 INTRODUCTION Olaf Plötner
9:15 KEYNOTE Olaf Plötner
Cost Traps in Innovative Business
Models
12:30 p.m. LUNCH
2:00 INTRODUCTION Prof. Joe Peppard, PhD
(ESMT Berlin)
10:00 KEYNOTE Gordon Riske (CEO, KION
Group)
Intralogistics 4.0: Data is the
Commodity of the Future
2:15 PANEL II André Glardon (CEO, medneo);
Huawei China; Prof. Dr. Martin Kupp
(ESCP Europe, Paris); Prof. Joe Peppard,
PhD (ESMT Berlin); Salesforce.com;
Nikolai Zaepernick (Vice President,
EOS, tbc)
Cost Traps for the Contenders
10:30 COFFEE BREAK
3:30 COFFEE BREAK
11:15 PANEL I Dr. Carsten Liesener (CEO,
Building Technologies Region Europe,
Siemens Switzerland Ltd.);
Willi Meixner (CEO, Siemens Power
and Gas);
Prof. Dr.-Ing. Matthias Niemeyer
(Chairman of the Executive
Management Board, Technology and
Development, Production, KHS);
Gordon Riske (CEO, KION Group);
Andreas Schierenbeck (CEO,
thyssenkrupp Elevator)
Cost Traps for the Incumbents
4:00 The Challengers
Five minute presentations from the
startup scene
5:00 WRAP-UP Olaf Plötner
5:15 COCKTAILS
Please check our conference website
www.esmt.org/btm-2016 for updates.