Magnus Wilson

Magnus Wilson


Institutionen för programvaruteknik

Magnus Wilson is pursuing a Professional licentiate at the Software Engineering Research Group (SERL), Blekinge Institute of Technology, Sweden. He is employed by Ericsson AB since 1991.

Since receiving his MSc degree from Lund University, Sweden in 1989, he has been working in the software and telecommunication industry in many different roles for software product development, management, software product management, organizational and business process development, innovation management, and recently in business and enterprise architecture consultancy. His research focuses on increasing effectiveness and efficiency for large-scale software businesses and includes business models, strategy and value management, organizational learning, service design, enterprise architecture, and software engineering.

His research targets large companies to improve their ability to execute their strategies and create sustainable business results in the on-going digital business transformation. Do you have a nagging feeling you over-invest in (IT) infrastructure without getting the desired business results in time?

Systematic and continuous business modeling can help you understand which components are not delivering expected value in the business ecosystem, and why your investment in change doesn’t give you the desired business results.

Your business and value creation process is continuously changing regarding

  1. 1) how digitalization changes the delivery and creation of value
  2. 2) how much, and what value creation is under your company’s control
  3. 3) how fast technology drives shift in markets and realization of components used in the value creation process in the business ecosystem


For software-intensive products and services, this is especially true due to the inherently flexible nature of software and since software is also the main component in the implemented business processes and accompanying tools. Properly harnessed, it opens up for a fusion between business model innovation and innovative realizations of new technology, all fuelled by the digital delivery and creation of value.

Software-intensive product development companies, therefore, have a unique opportunity to reach new levels of business flexibility and speed by integrating their software architecture with their business architecture and developing native support for business model experimentation in their products and services. By investing in business flexibility with a matching variability in the business model realization (products, services, business processes, and tools), new competitive advantages can be sustained.

So, applying selected conceptualizations from his business model research based on his overall research question ”How can state-of-the-art business modeling enable improvement in effectiveness and efficiency of the business concerning the value creation?”,  can help you understand and decided what business flexibility to invest in while adopting effective and efficient governance of your company and competitive advantages.

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