مدل درآمدی ارزش و پیشنهادی بیمه فناورانه تقاضا محور

با وجود سودمندی بیمۀ فناورانه تقاضا محور که یک‌ گونه نوظهور چالشی در پذیرش ذی‌ نفعان است، این نوآوری، فاقد مشروعیت است و مادامی که این نوآوری، از منظر مخاطبان ساده و قابل‌فهم نباشد و انتظارات آن‌ها را برآورده نکند، پذیرش آن با چالش‌های فراوانی مواجه خواهد بود. لذا، درک صحیح انتظارات ذی‌نفعان و طراحی مدل کسب‌وکاری متناسب با این خواسته‌ها، منجر به نهادینه‌شدن این نوآوری و اشاعه سریع آن خواهد شد. ازاین‌رو، هدف این پژوهش، شناسایی و تحلیل بخش مدل درآمدی و ارزش پیشنهادی با پیشنهاداتی جهت انسجام‌بخشی بین این دو بخش است. پژوهش حاضر، از لحاظ هدف، کاربردی با رویکردی کیفی - پیمایشی است و از طریق مصاحبه نیمه‌ساختاریافته با 27 نفر از خبرگان صنعت بیمه و خبرگان فناوری انجام شد. تجزیه‌وتحلیل داده‌ها با شیوۀ تحلیل محتوا و با رویکرد کدگذاری نظریه‌پردازی داده‌بنیاد انجام شد. یافته‌ها شامل 48 مقوله برای مدل درآمدی، ارزش پیشنهادی و پیشنهادات انسجام‌بخش میان این دو بخش است. کلیدی‌ترین نتیجه این پژوهش، ضرورت تعیین معیارهای جدید قیمت‌گذاری و برقراری تناسب بین ترجیحات مشتریان و فروشندگان بیمه در عناصر مدل کسب‌وکار بیمه فناورانه‌های مبتنی بر تقاضا است.

revenue model and value proposition in on-demand insurtech

introduction: today, digital transformation is considered a key driver of innovation in all businesses. the emergence of technological innovation has substantially influenced all financial markets. in the insurance industry, for example, a new concept called &insurtech& has emerged, which uses technological innovation to offer new solutions to different parts of the insurance industry’s supply chain. revenue models are new sources of innovation, and selecting an appropriate revenue model and value proposition (i.e., the best business model) is a strategic action; therefore, identification, design, and implementation of the appropriate business model are as important as selection of the best technologies and effective use of available capital and equipment. this study was based on osterwalder’s business model, a model that many researchers consider one of the most comprehensive and practical business frameworks. although many scholars have examined various types of insurtechs from different perspectives, only a few studies have investigated insurtech business models, especially those of on-demand insurtechs. the success of on-demand insurtechs depends on the suitability of their revenue model and value proposition. in other words, these technology businesses will face many problems and challenges if they use an inefficient business model.methodology: this qualitative applied-experimental study identified and analyzed the revenue model and value proposition of some on-demand insurtechs and offered coherent suggestions to align these two frameworks. the sample was selected from two groups of experts in the insurance industry and the technology industry (n = 27) in tehran, iran. the data were collected using semi-structured interviews, and obtained data were analyzed using the thematic and content analysis methods by adopting the grounded theory approach.discussion and results: any way, 48 categories related to the revenue model, value proposition, and coherent suggestions were extracted. the present study identified property and person insurance as the most frequent category of presentable values and accident insurance as the most frequent type of property insurance. likewise, the researchers foregrounded innovation in product development, extra product personalization, and initiatives in underwriting policies as the customers’ desirable values. according to the results, it is imperative to integrate and coordinate the components of the revenue model with the value proposition parameter in the business model of on-demand insurtechs. in other words, it seems impossible to develop a successful business model by only identifying the elements of every dimension. therefore, to integrate these components, it is necessary to consider new pricing criteria and coordinate customer business preferences.