Seizing the business opportunities of MyData service delivery network: Transforming the Business Models for Health Insurance Companies


  • Minna Pikkarainen Oulu Business SchoolMartti Ahtisaari InstituteFaculty of Medicine of University of OuluVTT, Technical Research Centre of Finland
  • Timo Koivumäki University of Oulu
  • Marika Iivari Fingersoft



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.


Author Biographies

Minna Pikkarainen, Oulu Business SchoolMartti Ahtisaari InstituteFaculty of Medicine of University of OuluVTT, Technical Research Centre of Finland

Dr. Minna Pikkarainen is a joint Connected Health professor of VTT Technical Research Centre of Finland and University of Oulu / Oulu Business School, Martti Ahtisaari Institute and Faculty of Medicine. As a professor of connected health Minna is doing on multidisciplinary research on innovation management, service networks and business models in the context of connected health service co-creation. Professor Pikkarainen has extensive record of external funding, her research has been published large amount of journal and conference papers e.g. in the field of innovation management, software engineering and information systems. During 2006-2012 Professor Minna Pikkarainen has been working as a researcher in Lero, the Irish software engineering research centre, researcher in Sirris, collective “centre of the Belgian technological industry”  and business developer in Institute Mines Telecom, Paris and EIT (European Innovation Technology) network in Paris and Helsinki. Her key focus areas as a business developer has been in healthcare organizations. Previously, Minna’s research has been focused on the areas of agile development, software innovation and variability management.

Timo Koivumäki, University of Oulu

Dr. Timo Koivumäki is a professor of digital service business at Martti Ahtisaari Institute, University of Oulu Business School. Previously he has worked as a research professor of mobile business applications at VTT and at University of Oulu, as a professor of information and communication business and as a research professor of electronic commerce at the University of Oulu. Koivumäki has over 20 years of experience in the field of digital business. His research interests include consumer behavior in digital environments, user-driven innovation, digital service business, digital marketing and strategic networking. Koivumäki has been active in various duties (e.g. planning, managing and conducting research) in many national and international research and development projects. Koivumäki has also published in numerous top level academic journals.

Marika Iivari, Fingersoft

Dr. Marika Iivari (Econ. & Bus. Admin) has been a Postdoctoral Researcher within Martti Ahtisaari Institute at Oulu Business School. She defended her doctoral dissertation on business models, open innovation and ecosystems in 2016. She has been involved in projects related to digitalization, demand-driven co-creation, innovation collaboration, as well as knowledge management in healthcare.