Co-creating product-service system value through ecosystem engagement
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Transcript of Co-creating product-service system value through ecosystem engagement
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Co-creatingProduct-ServiceSystemvaluethroughecosystemengagement6th InternationalConferenceonBusinessServitization,Barcelona16-17October2017
ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
IntroductionTheproblemandthepurpose
… todescribeafivestepmodelthatfocusesonvalueco-creation
Despitesmarttechnologiesplayingafundamentalroletoenablethecreationofvalue,theengagementofalltheecosystemactorsrepresentsacriticalissuetotransformdataintoinformationandknowledge
… toidentifyhowdigitaltechnologiescreateengagement
Purpose
…howdofirmsunderstandthecomplexitiesofhowtointegratesmarttechnologiesintotheirexistingserviceofferings?
Problem
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
IntroductionSowhatisdifferenttoday?
Remoteteamworkingstill requirestechnology,personaltrustandacommonaim
Todaywehavemore…… technology… moredata… increasedexpectations
But…… machinescontinuetobreak… westillneedremotesupport
& IOT
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
IntroductionTheproblemandthepurpose
Whereisvaluecreatedinacomplexdigitallyenabledproductservicesystems?
https://www.youtube.com/watch?v=N7tb5R1PGNw&
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
MethodologyAfivestepprocesswasdefinedtogaintheinsights
Literaturereview
definitionoftheoreticalkeyconstructs
Reviewofindustrialuse
casesactors,job-to-be-done,CVP
Surveywithdifferentactorsintheecosystem
Interviewsdetailedinsights
Processdesignaprocesstoimproveco-creationandengagement
Thesurveyandtheinterviewswereundertakentogainrealinsightsintothetopic
37+ 8 32 15
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
ResultsandinitialanalysisLiteraturereviewidentifiedhowthatvaluecanbecreated
”Valueinproductservicesystemdeliveryiscontinuouslycreatedthroughasimultaneousinteractionofdifferentactors,
whoactasresourceintegratorswithintheirownnetworks,formingecosystemsofserviceofferingsandexchanges”
Valuecreationinservitizationisbasedonvalueinuseandco-creation
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
ResultsandinitialanalysisUsecases– themesforvaluepropositions
Valuewithnotfullydeliveredinthecontextofthisstudy
- maintenance– maintenancecostout,movestorisk-basedmaintenance
- advancedservices– underpinnedbymonitoring,wecouldde-riskourservicecontracts
- operations– operationaltechnicaldatahelpsincreasethespeedoftroubleshooting;valuecomesfromaholisticview;weusethecombineddataforourbusinessreportingandoptimisation
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
ResultsandinitialanalysisSurveyandinterviewsshowthatcollaborationisimportant
Weneedtohaveacommonunderstandingofoutcomesisrequired– ’needfinding’isnotsufficient
Customerrelationships- The‘customer’maynotbeabletodescribeclearlywhattheyneed,yetmanyareabletodescribetheoutcomestheyaretryingtoachieve
Underlyingconsiderations- Theremustbetransparencyinthedatacollectionandasacompanysays,a‘singlepointoftruth’,thismeansthateverypartyintheecosystemshouldusethesamedatasource
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
ResultsandinitialanalysisSurveyandinterviewsshowingthattrustisneedtodelivertheoutcomes
Weneedtobetterunderstandhowothersusethedataandlearntousetheinformationtogether
xxx
Customerrelationships- Clearcustomer/usesegmentationmustbeundertakenbasedonpositioninsupplychain/ecosystemandtheoutcomestheyareseeking
Underlyingconsiderations- Thedatacollectedmustbeusedopenlyforroot-cause-analysisratherthandefensivelytoprotectwarrantypositions,thisrequirestrustbetweentheplayersintheecosystem
http://aeroengland.photodeck.com/media/d038decb-b592-4a45-accc-8ecc317a2612-aerial-photograph-of-staythorpe-power-station-newark-nottingha
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
ResultsandinitialanalysisSurveyandinterviews confirmingthatthataremany’customers’
All’customers’consumethedatainsomeform,weneedtounderstandhowithelpsthem
xxx
Customerrelationships- Eachcustomerpersonamusthaveaclearvalueproposition,itisnolongsufficienttohaveonevaluepropositionfor‘customers’.
Underlyingconsiderations- Thereareinternalconsumersofthedatacollectedandthiscansupportnewproductandservicedevelopment,sothedata(technicalandoperational)mustflowdowntothem.
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
ResultsandinitialanalysisSurveyandinterviewsconfirmingthatactorswantmorepersonalengagement
Weneedtofindwaystoincrease(nodecrease)engagementinthenewdigitalworld
xxx
Customerrelationships- Lossofpersonalinteractionscanleadtoaperceptionofalowerlevelofvalueascustomerstaketheserviceasthenewnorm.
Underlyingconsiderations- Engagementbetweenindividualssupported/facilitatedwithdigitaltechnologies
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
DiscussionThefivestepmodeldevelopedfromtheanalysis
Integratingdigitaltechnologies,people andprocesses isnot easy
Wheredoyousitinthe
ecosystemandwhobringswhatvalue?
Doyouunderstand
yourcustomer'sgainsandpains?
Doyouunderstandthecustomer's
outcomesandtheir
influencers?
Canyouclearlydescribethe
customervalueproposition?
Canyoudescribe
clearlywherethecustomer’svalueaccrues?
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
DiscussionEversyshavecreatedaproductservicesystemthathasecosystemengagement
Ecosystem👍 Actorspains/gains👍 Customeroutcomes👍 Valueproposition👍 Valueaccruing👍
eversys.comandfrankandhonest.ie
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
ConclusionsTheinitialstudyhasprovidedsomevaluableinsights
… industrialinsightswereingeneralagreementwiththeliterature
… thedegreeofcustomerengagementmustincrease
… dataitselfhaslimitedvalueandaccessshouldbemoreopen
Theprototypemodelprovidessomeguidancefordesigningnewdigitalsolutionswithincreasedlevelsofengagementbetweenactorsintheecosystem
… strongerrelationshipsdevelopfromworkingcollaboratively
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
RecommendationsThiswasonlyaninitialinvestigationintothistopicmoreworkisneeded
… aninvestigationinhowactorsareengaged duringvaluecreation
… aninvestigationoftherolesthedifferent‘customers’fulfill
… anevaluationofhowandwhenengagementstakeplace
Amodelthatdescribeshowtomakeanddefinesmartservicesinthecontextofproductservicesystemsshouldbedefinedtohelpfirmstodesignnewsolutions
… additionalusecasestounderstandtheprototype’sapplicability
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6th InternationalConferenceonBusinessServitization,Barcelona 2017|ShaunWest,BarbaraResta,PaoloGaiardelli,DominikKujawski
Thanksforyourtime!slideshare.net/ShaunWest