Design of New Business Models for Service Integrators by Creating Information-Driven Value Webs Based on Customers´ Collective Intelligence

In this paper we present an approach applying swarm intelligence to digital markets. The supply side often faces the challenge how to effectively identify customers\´ needs in order to design new products and services. When considering intermediaries ("service integrators") this task becomes even more difficult. Swarm intelligence might provide new means to tap into customers\´ collective intelligence and creativity in order to construct bundles of products and services basing on an outside-in-perspective. Our research results so far comprise an ontology structuring the various terms in this field and the concept of a swarm-driven value Web. Furthermore, we present the swarm characteristics we are going to use for a prototype which enables a customer swarm to design bundles of products and services. During this stage and by means of observation the service integrator uses the customer swarm\´s collective intelligence as a source of information (product/service design). Thus, demand and supply are aligned by a coordinated information flow and moreover potential for new business models arises.