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eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
eDay2010 Philips
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eDay2010 Philips

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  • Most important aspects of the process Customer co-creation & early prototyping
  • We start with mapping all of the needs and motivations of the customer.. We visualize a customer journey where all these insights come to live … than we start to identify value opportunities and create concets
  • We develop the product service eco proposition and define the eco-system where this proposition lives
  • In parralell we develop together with the client innovative new business model which are based on customer value
  • We design the 360 touchpoints, from online, mobile, product to service. Philips Design does this in house with all of their specialized competences
  • We create customer centric solutions, no technology push.. Innovations that people will embrace because of it’s relevance
  • We introduce new business models to differentiate ourselves and to build new revenue streams
  • We integrally involve customers at an early stage to co-create the proposition with them.. To build product and services that have relevance and are co-owned
  • Transcript

    • 1. Service Design at PhilipsTowards providing experiences<br />Mark Hartevelt, Hugo Raaijmakers<br />Philips Design<br />16 September 2010<br />
    • 2. 2<br />Introduction Philips <br />
    • 3. 6<br />Philips focuses at four key priorities<br />Aging population<br />Rise of emerging markets<br />Climate change, need for sustainable development<br />Increased consumer empowerment<br />
    • 4. Philips&apos; focus on Health and Well-being <br />
    • 5. 5<br />Introduction Philips Design <br />
    • 6. 6<br />6<br />Create valueProduct, interaction<br />
    • 7. Communicate valueOnline, packaging, print, point of sale<br />
    • 8. Integrate valueService Design<br />Service design<br />sociologists<br />human factors specialists<br />psychologists<br />anthropologists<br />interaction designers<br />project managers<br />innovation consultants<br />visual trend analysts<br />brand consultants<br />online designers<br />visual communication designers<br />product designers<br />
    • 9. Partners in innovation<br />9<br />
    • 10. 10<br />What’s Happening?<br />
    • 11. Product manufacturing industries start including services<br />
    • 12. 12<br />TomTom<br />Initial business<br />Service Design businessopportunities<br />Link to Petroleum brands<br />Fuel prices<br />Speed cameras<br />HD traffic<br />Map sharing<br />Routes<br />Voices<br />Audio<br />books<br />Points of interest<br />iPhone…<br />Hotel bookings<br />Link to Hotel brands<br />Link to Apple<br />
    • 13. 13<br />Nike +<br />Initial business<br />New businessopportunities<br />
    • 14. 14<br />Fiat<br />Initial business<br />New businessopportunities<br />
    • 15. 15<br />Apple<br />Initial business<br />New businessopportunities<br />Apps…<br />
    • 16. Customers expect their products to be . . . <br /><ul><li> connected (products,content,communities)
    • 17. upgradable
    • 18. payable through usage</li></li></ul><li>17<br />Where&apos;s Philips <br />with services?<br />
    • 19. Lighting<br />Lumileds, Lighting controls, Street sensors<br />Incubators<br />DirectLife, <br />Philips&apos; product services today<br />Consumer Lifestyle<br />Net TV, GoGear, PhotoframeStreamium,<br />Healthcare<br />Maintenance, Raytel, Lifeline, <br />
    • 20. Still less than<br />15%<br />of Philips revenues <br />comes from services,of which the majority care services.<br />19<br />
    • 21. 20<br />Service Design <br />at Philips<br />
    • 22. Human centered approach<br />Focus on the overall customer experience<br />
    • 23. 22<br />Our focus..<br /><ul><li>Consumer centric
    • 24. Part of core proposition
    • 25. Based on product data
    • 26. Revenue generating
    • 27. Connected</li></li></ul><li>23<br />Slide not available<br />
    • 28. Slide not available<br />Mapping and visualizing the Customer Journey<br />
    • 29. Defining the Eco-system<br />
    • 30. Mapping and visualizing the Business Model<br />
    • 31. Designing product &amp; service combinations<br />
    • 32. 28<br />And how can Service Design help Philips…<br />
    • 33. Slide not available<br />By building propositions <br />that are really customer centric<br />
    • 34. By introducing new innovative business models<br />
    • 35. By introducing rapid prototyping with customers<br />
    • 36. 32<br />Key Learning&apos;s sofar<br />
    • 37. 33<br />Key Learning’s<br /><ul><li>Intrapreneurial attitude
    • 38. Innovate in standing organization
    • 39. Top management sponsorship
    • 40. Involve the right competencies
    • 41. Early business involvement
    • 42. Service implementation</li></li></ul><li>
    • 43. 35<br />Situation at Philips<br />Philips is product manufacturer<br />120 years of experience with product development<br />95% of all Philips output is products<br />Services is a fairly new area for Philips<br />No services culture yet within Philips<br />Little to none service competencies available<br />Rapid change of customer expectations in the market<br />Rapid creation of large and powerful digital eco-systems<br />Product centric mindset, technology push<br />
    • 44. 36<br />How should <br />Service Design <br />help?<br />
    • 45. 37<br />Solution:<br />Change management program<br />Creating awareness of the potential of Service Design &amp; Services<br />Building internal partnerships with marketing, IT and RD&amp;I<br />Running cross sector pilots<br />Attracting new talent: multidisciplinary T-Shaped staff<br />Training of current staff<br />Developing new competences<br />
    • 46. 38<br />Customer trends, mega trends<br />
    • 47. New competitors are entering our Business domains with Product Service propositions<br />39<br />
    • 48. 40<br />Eco systems provide value for customer and business<br />product service combination<br />Business Value<br /><ul><li>Barrier to competition
    • 49. Two-way communication
    • 50. High retention ratio
    • 51. Recurring revenue’s
    • 52. Higher Brand Engagement
    • 53. Real-time insight generation
    • 54. Unique differentiation
    • 55. Open innovation with partners</li></ul>Customer value<br /><ul><li>Personalized value
    • 56. Unique experience
    • 57. Convenience
    • 58. Enhanced product functionality
    • 59. Seamless user experience
    • 60. Pay per value</li></li></ul><li>41<br />Aging population<br />The number of people aged over 60 will double from 500 million today to 1 billion by 2015<br />Emerging markets<br />99% of future population growth will be in emerging markets;Emerging economies are expected to account for 2/3rd of global GDP by 2016 <br />Empowered consumers<br />Consumers are increasingly focused on their Health and Well-being and look for products that fit their lifestyle<br />Climate change and sustainable development<br />19% of global electricity consumption is used for lighting; Energy efficient lighting can save 40%...or 600 power stations worth of energy<br />

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