Seizing the Business Opportunities of the MyData Service Delivery Network: Transforming the Business Models of Health Insurance Companies

Minna Pikkarainen, Timo Koivumäki , and Marika Iivari


Purpose: This paper discusses how personal data-driven service delivery networks based on MyData phenomenon may impact and transform the business models and offer new kinds of business opportunities especially for health insurance business

Design/Methodology/Approach: This research is a case study /empirical

Findings: This study demonstrates how health insurance organizations are heading towards acting as active members of human centric, collaborative service delivery networks. The biggest opportunity transformation from transaction based to service-based businesss

Research limitations/implications: As the use of personal data is still a paradigm in Europe, the results of this study address the potential use and implications and cannot be validated through large-scale empirical studies.

Practical Implications: This research highlights how companies should build adaptable service architecture that are easily connected or disconnected from the other organizations in their business ecosystems in order to allow smooth data usage and sharing. The service delivery network approach may offer insurance companies the needed structure and role in the emerging MyData business.

Originality/value: This study contributes to the discussion of data-driven business models via an emergent phenomenon. Especially in occupational healthcare sector, use of personal data can open up new kinds of business opportunities with networked or ecosystemic business models.