Conceptualising value creation in data-driven services: the case of vehicle data

The creation of data-driven services generates new value streams, leading to the emergence of new actors and ultimately to new market configurations. In the automotive industry, the data generated by vehicles during use paves the way for new types of data-driven services. Based on interviews with eleven prominent experts of the Central European automotive industry, we identify key actors in establishing vehicle data-driven services and their data sharing relationships. We illustrate both in a conceptual multi- actor model for value creation in vehicle data-driven services and evaluate it in the context of six real- life cases. Our study adopts an ecosystem perspective and marks an important step towards the systematic design of a conceptual multi-actor model for vehicle data-driven value creation that can help to guide next research endeavours in data-driven service development