outside-in approach in product development · pmm gbu al, june 21, 2013 23 market introduction...
TRANSCRIPT
Wolfgang Schiene
PMM GBU AL
June 21, 2013
Outside-in approach in
product development:
Lighting for electrical cars
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Content
• Philips Company Profile
• Outside-in approach in product development:
From product development to business development
• One example: Lighting for electrical vehicles
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Philips corporate
information
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Royal Philips Electronics
Royal Philips Electronics of the Netherlands is a diversified
Health and Well-being company, focused on improving
people’s lives through meaningful innovations.
As a world leader in healthcare, lifestyle and lighting, Philips
integrates technologies and design into people-centric
solutions, based on fundamental customer insights and the
brand promise of “sense and simplicity”.
4
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4.4
5.96.7
7.78.3 8.1
8.7 8.7
2004 2005 2006 2007 2008 2009 2010 2011
The world’s 41st most
valuable brand in 2011 Philips increased brand value by 29%
in the last five years
Value of the Philips brand
USD billions
Our global reach
Philips is a global company with
operations over all continents.
Philips: a globally recognized brand
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Philips Lighting
Customer Segments
24% 17% 17% 11% 13% 5% 2% 3% 8%
Retail Entertainment Healthcare Automotive Homes Offices Outdoor Industry Hospitality
€22.6 Billion sales in
2011
125,000+ People employed
worldwide in 100 countries
+7% of sales invested
in R&D in 2011
54.000 Patent Rights in 2011
Philips Healthcare
Businesses1 Sales & services geographies1
Imaging
Systems
Home
Healthcare
Solutions
Patient Care
and Clinical
Informatics
Customer
ServicesNorth America International
45% 35% 20%
Emerging
Markets
39% 14% 21% 26%
Philips Consumer Lifestyle
Businesses1 2 Geographies1
Personal
Care
Health &
Wellness
Domestic
Appliances
Television Audio
Video
Multimedia
Mature
Markets
60% 40%
Emerging
Markets
13% 7% 17% 36% 13%
Accessories
10%
A strongly diversified industrial group
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Philips Automotive
OEM
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Philips Automotive mission
8
We believe in simply enhancing
people’s life on the move by
creating meaningful innovations
that make their mobility
experience, safer, more
environmentally friendly and
stylish.
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Industrial footprint
9
Research & Application labs
Production facilities*
*Our state-of-the-art processes and facilities are ISO and TS14949 certified
Shanghai, China
Plauen, Germany Aachen, Germany
Chartres, France
Eindhoven, NL Pabianice, Poland
San Jose, California
Penang, Malaysia
Singapore
Songzi, China
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Lighting solutions
2 Wheeler applications Truck/ Bus applications Car applications
Mobility solutions
Air purification In-car entertainment Workshop lamps
Philips Automotive solutions
10
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Portfolio information
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Daytime Running Lamp LUXEON Rebel
HiPer Vision
products
Mirror turn SnapLED
SuperFlux
SignalSure
CHMSL SnapLED
SuperFlux
SignalSure
Headlight - HB/LB LUXEON Altilon
Xenon products (D5S,…)
Halogen lamps (H8,…)
Front turn LUXEON Rebel
HiPer Vision products
Side marker SuperFlux
SignalSure
HiPer Vision
products
Rear combination lamp SnapLED
LUXEON Rebel
SignalSure
HiPer Vision products
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Product applications
Front fog LUXEON Altilon
LUXEON Rebel
HiPer Vision
Halogen lamps (H8, H11)
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Star products - Bulbs
Xenon
D5S D1 NBV HiPer NCC Halogen
Hi2RLL
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Our customers
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Our products are used by
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Confidential PMM GBU AL, May 31, 2012
1970s
1990s
1950s ~1900
2000s
2010s
Incandescent
10 Lm/W
Halogen
H1, H4
~20 Lm/W
2015-2020
OLED
(rear/interior)
& Laser
1980s
Xenon HID
~90Lm/W
LED
... 90Lm/W
Halogen
H7
~25 Lm/W
Philips Automotive has been shaping the market
since 1980 History of car headlighting technology
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Automotive is undergoing historical transformation A changing world provides opportunities
• The world's mobility needs are changing with
higher personalization & customization
• Geographical spotlights are changing with global
demand fueled by emerging countries
• Tighter governmental restrictions & increased
environmental awareness pushes our industry
towards energy efficient mobility means
• Breakthrough LED technology is changing and
shaping the industry
• Health & Wellness will become the focus area of
car manufactures in the next decade
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So, we need to change our way of innovation...
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“Everything that can be
invented has been invented”
Charles H.Duell - Commissioner,
US Patent Office1899
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Innovation along product lifecycle
Time
Nu
mb
er
of
co
mp
etito
rs
Blue Ocean
Unmet need solved in
a new way
Peak
I can do it better and
cheaper
Red Ocean
End-Game / Golden
Tail
LED Halogen HID
35W
HID
25W
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Product Creation Process (PCP)
- day before yesterday
Idea Product
Study Phase Product
Development Process
Development
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“If I had asked people what
they wanted, they would
have said faster horses.”
Henry Ford
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Market Introduction Process & PCP
- yesterday
Joint
brainstorm
sessions
Product
Study Phase Product
Development Process
Development
Concept Business & Market Plan
Market Introduction
Maintenance / Phase Out
Marketing
Development
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Disruptive Technologies
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Business Creation Process: Today
Strategic Planning Portfolio
Management Concept
Application & Solution
Go-To-Market
Marketing & Development & Sales
Customer Feedback
One integrated process involving all stakeholders
Planning Execution
BG BUs
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Key elements in BCP
Technical specification
Customer specific
requirements
Industrialization
Market introduction
Release
Strategic Planning Portfolio
Management Concept
Application & Solution
Go-To-Market
Market trends
Market analysis
Portfolio Analysis
Business Potential
Insights
Proposition
Concepts
Validation of proposition
Technical feasibility
Business Case
Customer need Customer satisfaction
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Let's now invent a lamp for electrical vehicles...
(BCP Quick run)
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BCP Planning Strategic Planning Portfolio
Management Concept
Application & Solution
Go-To-Market
Market analysis: expected market shares in 2020
Source: BCG (2009), The Comeback of the Electric Car? (rev. 2) p.7
What does it mean: Opportunity or Threat ?
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BCP Planning Strategic Planning Portfolio
Management Concept
Application & Solution
Go-To-Market
Source: http://www.conti-online.com/generator/www/de/en/continental/automobile/themes/news/meldungen/pr_2012_02_14_conti_econtact_en,version=2.html
Other companies are thinking
in a similar direction
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BCP Concept Strategic Planning Portfolio
Management Concept
Application & Solution
Go-To-Market
• Majority of hybrid cars today are still "micro hybrids"
• "An electrical car is an energy crisis on wheels"
• Energy consumption, weight and space are of key relevance
• Lighting (front / rear ) has become a key differentiator
Collection and validation of insights:
Source: Internet
100% electrical cars
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BCP Application
& Solution
Strategic Planning Portfolio
Management Concept
Application & Solution
Go-To-Market
+ -
Halogen (Reflection) Low costs
Standardized building blocks
"Price-Performance-Ratio"
High power consumption
"old fashioned style"
LED – low end Style
"LED-inside"
Lowest power consumption
Non-standardized building
blocks (engineering effort)
Beam performance
Price (compared to halogen)
LED – high end Sophisticated style
"LED-inside"
Beam performance
Low power consumption
Non-standardized building
blocks (engineering effort)
Weight/Size
High Price
Xenon 25W Style (projection + bluish light)
"Xenon-inside"
Beam performance
Medium power consumption
Standardized building blocks
Price (compared to halogen)
Potential technical solutions for HB/LB (e-cars):
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BCP Application
& Solution
• Xenon look & safety
• Outperforms halogen
• Compactness of halogen system
• Weight & energy reduced
• Easy mounting
• Regulated and standardized
Strategic Planning Portfolio
Management Concept
Application & Solution
Go-To-Market
Philips D5S at a glance
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with standard Halogen Light
Safety & Comfort ?
Halogen Halogen
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with Xenon Light:
• Longer beam
• Wider beam
• Daylight color
Safety & Comfort !
D5S
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BCP Go-To-
Market
Strategic Planning Portfolio
Management Concept
Application & Solution
Go-To-Market
Demo e-car of TU/e
equipped with Philips
25W Xenon D5S
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“Innovation distinguishes between a leader
and a follower.” Steve Jobs
Thank you very much for your attention !
Questions ?