Business Model Development and Competitive Positioning in the Autonomous Systems Industry: The Case of Hipert S.R.L.

The rapid development of autonomous systems is reshaping mobility, industrial automation, and the wider technological ecosystem. Most of the attention has been drawn by large full-stack autonomous vehicles and robotaxi platforms, but less explored are the business models of small and medium-size technological companies that operate in the field as embedded intelligence providers. This thesis aims at analysing how business model innovation develops within this industry, particularly focusing on software-driven, multi-domain companies. The first part of the study illustrates the theoretical framework on business model innovation in companies defined as technology- and knowledge-intensive. Here, autonomous systems are analysed as technological solutions but also considered platforms that reshape value creation and capture in the value chain. The core of the thesis is a qualitative case study of Hipert S.r.l., an Italian company based in Modena that is specialised in the development and implementation of embedded AI for autonomous systems across different domains. The research reconstructs the company’s business model based on primary data collected through interviews, following Osterwalder’s Business Model Canvas perspective during the examination of its building blocks, as well as dealing with the evolution and innovation of the model itself. The analysis extends then to the competitive landscape in which Hipert operates, mapping the autonomous ecosystem across domains and value chain positions, studying the coexistence of vertically integrated full-stack players, modular suppliers, teleoperation companies, industrial robotics firms. Key external factors, such as regulatory dynamics and platform consolidation trends, are taken into consideration as they influence strategic positioning. The research’s findings explain how business model innovation allows smaller technology firms to create value by aligning internal competencies and collaborations across various application sectors, pointing out their strategic role within the autonomous systems ecosystem.