servitization ana ayerbe
DESCRIPTION
3rd International Business Servitization Conference 13-14 November 2014 BilbaoTRANSCRIPT
Thinking
Products in a
Different Way:
What is needed
for Product
Servitization
IBS 201 14/11/2014
Ana Ayerbe [email protected] Isidoro Cirión [email protected] Jason Mansell [email protected] Alberto de Torre [email protected] Guillermo Gil [email protected] Joseba Laka [email protected]
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2
3
Servitization is not a new concept!
The disruptive power of ICT in Servitization
Don´t miss the servitization perspective in Industry 4.0!
4 Servitization needs new capabilities
2
Servitization is not a new concept!
3
What is Servitization? The shift of manufacturing firms towards providing services bundled with physical products. Different Approaches: • Providing the function of the product without
transferring the ownership. • Adding services to the product, either
transferring or not transferring the ownership. 4
What are Product Service Systems? The physical product allows for the provision of services usually related with the functional utility of the product. Very attractive for Manufacturing Firms.
Combination of Social, Economic and Technological Trends.
B2B Model Customer Oriented Solutions
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The disruptive power of ICT in Servitization
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software
smart service
7
software
smart service
iOS
GPS AppStore
iTunes
AirPlay
CarPlay
Camara
Siri
Fingerprint Recognition
iCloud
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software
smart service
9
software
smart service
software
Hardware
Software
Operating System
Aplication
Interaction
Programming
Tipo “PC”
Mono- Operating Sys
Fix App
Command
Close
Arduino/Raspberry pi
Mono/multi- Operating Sys
Downloable App
Graphical
Open
Edison (INTEL)
Virtualiz. multi Operating Sys
App store?
Natural
End-user?
$300 $30 $3 > > > > > > $3! 10
software
smart service
smart
software
infer
decide
act
reality
sense
analyze
learn
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Standard meaning among users and services Standard cooperation among systems
Fix and mobile environments Separation between data and applications Production and exploitation almost instantaneous
Software defined platforms Composed by systems of systems Adaptable, expandible and personalised
software
smart service
service
Internet (web)
De-allocation (cloud)
multi-purpose (evolutive)
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software
smart service
Oral-B smart
toothbrush
will make
sure you're
following
your
dentist's
advice
13
lock ligthing meter
Machine Tool lift vehicle
software
smart service
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Cyber-Physical Systems as another enabler of Product Service Systems
The Industrial Internet Consortium 15
Automotive Sector
Smart Grid
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Don´t miss the servitization perspective in Industry 4.0!
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Industrial Internet & Industry 4.0
The Industrial Internet Consortium Industry 4.0
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Supplier
Manufacturer
Consumer
Good
F
sC P
sB P Increasing
value/employee
Multiplying Innovation
& Businesses
Closer relation
with clients
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M
C S
Supplier
Manufacturer
Consumer
Good G
Identification
Localization & optimization of the
supply chain
Trazability / visibility of the product
Consumer individualised
experience
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M
C S
Supplier
Manufacturer
Consumer
Good G
Identification
Localization & optimization of the
supply chain
Trazability / visibility of the product
Consumer individualised
experience
When a company is transforming to become a provider of an integrated offering, a different
degree of insight into the problems and applications of customers is necessary, which
calls for a greater degree of cooperation between providers and supporting networks
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M
C S
G
Identification
Localization, Guiding, Positioning
Communication
Alarms
Inspection
Teleloading
Ecoeficiency
Lighting/Confort
Supplier
Manufacturer
Consumer
Good
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M
C S
G
Identification
Localization, Guiding, Positioning
Communication
Alarms
Inspection
Teleloading
Ecoeficiency
Lighting/Confort
Supplier
Manufacturer
Consumer
Good
A Product-Service System requires the redesign of the manufacturing infrastructures and context to cope with the full integration of services in the
production process
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M
C S
G
Product Lifecycle Management
Trazability
Remote Diagnosis
Support / Maintenance
Information / warranty
Personalization
Supplier
Manufacturer
Consumer
Good
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M
C S
G
Product Lifecycle Management
Trazability
Remote Diagnosis
Support / Maintenance
Informaction / warranty
Personalization
Supplier
Manufacturer
Consumer
Good
Customer relationship changes from a simple transaction to a long term relationship through a broad offer of services. Services are usually used
to control products and monitor equipment mainly for maintentance purposes, but through smartization and servitizing, manufacturers can learn about the way users and companies are
using their producs
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M
sC S
sG S
…
“Product as a Service”
Consuming patterns
Learning & Training
E-concept Tests
User Communities
Supplier
Manufacturer
Consumer
Good
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Servitization needs new competencies
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Product
Service
Systems
software
SW
Engineering
Cloud
Architectures Cybersecurity
Electronics
&
Comunic.
Sensors
&
Act
Analytics
&
BigData
Natural
Interaction
Mobile
and Social
Systems
Knowledge
Management
& Media
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Product
Service
Systems
software
SW
Engineering
Cloud
Architectures Cybersecurity
Electronics
&
Comunic.
Sensors
&
Act
Analytics
&
BigData
Natural
Interaction
Mobile
and Social
Systems
Knowledge
Management
& Media
Partnering with providers of the Digital World
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Product
Service
Systems
software
SW
Engineering
Cloud
Architectures Cybersecurity
Electronics
&
Comunic.
Sensors
&
Act
Analytics
&
BigData
Natural
Interaction
Mobile
and Social
Systems
Knowledge
Management
& Media
Digital Literacy for some key management functions
Partenering with providers of the Digital World
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Internet,
Industria y
Sistemas
Producto -
Servicio
software
Ingeniería
SW
Arquitecturas
Cloud Ciberseguridad
Electrónica
&
Comunic.
Sensórica
&
Actuación
Analítica
&
BigData
Interacción
Natural
Sistemas
Móviles y
Sociales
Gestión
Contenido
y Media
Linguistic Mathematics
Physics Anthropology
Design, Art Engineering
Informatics
Human Interaction Knowledge
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Conclusions
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1 2 3
The differential value is in the combination of smart+service
From “products” to “Product-Service System” changes the business model.
To prepare for this requires a multidisciplinary approach.
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Thank you for your attention!
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