1. Roadmapping voor Product-Service
systems
The product service integrated roadmap
Lecturer: drs. Ir. J.R. Helmus

2. 2
@JRHelmus / 35 yrs/ Father / Fiat X1-9 / Amersfoort
NL Executive board PDMA / Lateral thinker
@HvA – lecturer innovation management / Senior researcher e-mobility
@UvA CSL – PhD research on Agent based model for optimizing
EV charging infrastructure

3. The University of Applied Sciences Amsterdam
The UASA Urban Technology research program supports stakeholders within the
charging infrastructure ecosystem by developing and monitoring rollout strategies
Monitoring performance Predictive analytics Modelling & simulation
0
50000
100000
150000
200000
250000
300000
350000
400000
450000
Total before
cleansing
Connection time
repair
Physicly impossible
charge sessions
Unknown data Double records Short time Double provider Net usable records
Causes of ~35% data removal per error type
source: website urban technology
From Helmus vd. Hoed, (2015)

4. The Netherlands is a frontrunner in E-mobility
• Forced by EU emission regulations and clean air policies.
• For example, Amsterdam aims to have an emission free city center in 2025
• Vision is that charging infrastructure might not be the main barrier to switch to EV from ICE
• Broader vision on sustanable energy transition in the netherlands (energie akkoord, 2015)
4
Main problem to solve: optimization of charging infrastructure usage and rollout

5. 5
As a master of integrated service engineering you might be interested in the
Product Development Management Association

6. 29-8-2016
What if your thermostat didn’t need you…
Example of a future vision

7. Objectives for this lecture
After this lecture you will be able to:
Understand the basics of roadmapping
Understand the differences between the various ways of
roadmapping
develop a roadmap for product service
combinations
• different types of roadmaps
• Technology versus business roadmapping
• Technology roadmapping in short
• Traditional Business roadmapping
•Connection between technology and business roadmapping
•business roadmapping for Product-Service combinations
Structure of this lecture

8. 8

9. 9

10. Part 1:
Technology roadmapping
Part 2:
Business or innovation
roadmapping
Part 3:
Roadmapping for product-service
combinations

11. Part 0
What is roadmapping?

12. What is roadmapping?
“What kind of activitiets
do we need to startup today
to soon have the availability of
Technology, knowledge and
Competences to create the
products and Services of
tommorrow?

13. There is a lot of buzz about the same concept
Identification, selection, acquisition, exploitation and protection
Technology roadmapping—A planning framework for evolution and revolution
Robert Phaal*, Clare J.P. Farrukh, David R. Probert
Technology forecasting and social change, 2004/vol 71 UK accepted 26 May 2003

14. PRODUCT LINE A
PRODUCT LINE B
PRODUCT LINE C
A1 A2 A3 A4
B1 B2 B3
C1 C2 C3
B4
TECHNOLOGIES
EXTERNAL
TECHNOLOGIES
technology bb
technology pp technology qq
technology aa
technology xx technology yy technology zz
INTERNAL
technology a1 technology a2
technology p1 technology p2 technology p3
YEAR 1995 1996 1997 1998 1999 2000 2001
Philips generic format
in different forms and shapes
Roadmappingbasics

15. yet in basis, there are only two kinds of roadmaps.
Technology Roadmapping (TRM)
• Initiated by government or branch
• Transcending companies
• Often for cluster/branch/sector
• Scope: 10-20 year
• Goals: identify need for research and
priorities for research
• No ownership
• Not confidential, often public
Business Roadmapping (BRM)
• Initiated by a company
• Company specific
• For a company, product of product
range
• Scope: approx 5 year
• Goals: develop a practical planning
for achieving the company's vision
• Company is owner
• Confidential

16. The basics
Technology roadmapping
Part 1

17. 17
We are the top management team of Philips Healthcare
Imagine….

18. 18
Suddenly this man walks in…

19. And we need to come up
with an innovation plan for
our business unit otherwise
it will be sold….

20. We have only one hour to
tell him about the
innovations in
health we will
come up with
for the next
3 years..

21. Our innovation funnel is at least two years…

22. How will we be able to come up
with this plan for future innovations?

23. Age, Family History, Living environment, Social connectedness
Weight: Scales
Height, Waist, Hip: Tape Measure, Clothes fit, Lean body mass
Temperature: Thermometer (surface, core heat)
Appearance: Photo , Video, Body imaging
Heart Rate: Wristband, Breast band, Sticker sensor
Body Fat: BMI, Impedance
Activity: Pedometer , Accelerometer, HR, HRR, O2/CO2
Psychological & Physical health: HR, HRV, Glucose, Lithium, (…)
Fitness: Flexibility, Strength, Endurance
Respiratory: FEV
Sleep: Accelerometer, Electrical
Stress: Breathing rate, BP, Galvanic skin
resistance, HRV, Salivary, Cortisol
Cardiovascular risk: HRV, BP,
arterial plaque, Cholesterol
Physiological health:
DNA, Immune status
Today
Future
Nutrition: Intake, Marco/micro nutrients
Medicine adherence: Sender pill
Sensory: Vision, Aural, Tactile Thermal, Taste
A master of science should be able to develop a vision on future technologies
For example on Ehealth
Technology Roadmapping

24. 24
Technology roadmap
Example of a technology roadmap for
newspaper related technologies

25. Technology Roadmapping often results in typical conjoint
roadmap based on scientific sources
Technology Roadmapping

26. Timing of technology research and development is crucial
for a company’s performance
Required time to implement
technology
5 - 10 year 3 - 5 year 1 - 2 year
Well
understoodprovenunproven
Uncertaintyof
technology
research
Future
Current projectsMissed
opportunity
problem
B
F
C
D
E
G
A
Innovation matrix for a specific technology
Technology Roadmapping

27. 28
Imagine you are the
CEO of the new motion
You would like to invest in
quick charging infrastructure
But there is no market standard
yet and there is not enough
money to make mistakes
Technology Roadmapping

28. 29
Imagine you are the
CEO of the new motion
You would like to invest in
quick charging infrastructure
But there is no market standard
yet and there is not enough
money to make mistakes
Technology Roadmapping

29. The Scurve model helps to gain insight in technology development
time
Technologiewaarde
Current
technolgy
New
technology
STAR
CASH
COW
QUESTION
MARK
DOG
DOG
Performance(e.g..%efficency/$)
Carefully choose one or more technology performance indicators
Ideal timing moment
for new technology
implementation
Technology Roadmapping

30. Functionality and performance determines the applicability of a
technology for your product/service
Example: proprerties, functionalities and performance indicators for 3D printing methods and other rapid
prototyping methods.
Technology Roadmapping
Which
technology
performance
indicators
would you
use?

31. Functionality and performance determines the applicability of a
technology for your product/service
Example: proprerties, functionalities and performance indicators for 3D printing methods and other rapid
prototyping methods.
Technology Roadmapping

32. Functionality and performance determines the applicability of a
technology for your product/service
Example: proprerties, functionalities and performance indicators for 3D printing methods and other rapid
prototyping methods.
Technology Roadmapping

33. Many research companies publish technology roadmaps or forecasts
Bottom up assessment to within value chain to create technology roadmap
Chipmachine producers Chip producers
Examples are: Accenture/ mcKinsey/ Batelle/ Rand
Purchases new technology equiptes machines
roadmaps nieuwe producten
Sales new technology
equipped machinery
Technology Roadmapping

34. Examples of public Dutch technology roadmaps
• Elektricity Technology Roadmap
(KEMA)
– Vision on electricity 2020
• “Catalysis, Key to sustainability”
– Sector roadmap up to 2010
• Nationale Toeleveren & Uitbesteden
Agenda (NEVAT)
– 4 sector roadmaps for:
• Electronics/mechatronics
• Automotive
• Plastics value chain
• Metal industry
TechnologyRoadmapping
Technology Roadmapping

35. traditional Business Roadmapping
The basics
The requirements
factor time in a roadmap
push versus pull
Roadmap input methods
relation with
Business Roadmapping
Part 2
Business or innovation
Roadmapping

36. vandaag
The basic idea of roadmapping is simple
time
Technology/
knowledge/
Competences
Product/
service
Business/
Market
Business Roadmapping
Today
“What kind of activitiets do we need to startup today to soon have the availability of Technology,
knowledge and Competences to create the products and Services of tommorrow?”
soon tommorrow

37. The requirements for successful roadmapping within an
organization are
• Being able to develop a vision on the future of the market and environment of the
organization
• Insight in the competences of the organization
• Insight in the portfolio of the organization
• Shared ambition for the future
• The desire to concretize the vision and strategy of the organization in a practical
integral plan
&
• The ambition and desire to execute this plan!
Business Roadmapping

38. `
tijd
Technologies/
knowledge/
Competences
Product/
service
Business/
Market
Time connects push versus pull strategies
• From where the organization stands now and came from
• From market demand to new technology development
• From an ambition or a vision on a future market
• Mind the short term and long term horizon (mc Kinsey - three horizons)
past futuretoday roadmap
Business Roadmapping
Mind the technology roadmap

39. Using pre-announcements can help to adjust the disciplines in the roadmap
- particularly production versus demand over time
42
http://mynokiablog.com/2011/10/01/rumours-nokia-windows-phone-
nokia-ace-to-have-4-3-amoled-1800mah-and-lte-4g-att-q1-2012-
searaysabre-specifications-inside/
‘‘formal, deliberate
communication before a
firm actually undertakes a
particular marketing action
such as a price change, a
new advertising campaign,
or a product line change’’.
Business Roadmapping

40. It makes it even be possible to finance the scale up process
43
• Recent well-known examples of NPP include Microsoft’s Windows
Vista, officially launched on November 30,2006,
• Apple’s iPhone, launched on June 29,2007,
• Apple’s iPad, launched on April 3, 2010.
• For example, Amazon.com accumulated 1.6 million prelaunch orders
for J.K.Rowling’s book ‘‘Harry Potter and the Deathly Hallows’’ two
weeks before its launch date (July21,2007), making this book the most
preordered product ever for the online retailers.
Online prelaunch orders proved to be effective
and efficient in locking customers with the
preannounced products.
NPP becameincreasingly popular recently,
especially in thecompetitive high-
techindustries.
Examples
Business Roadmapping

41. Therefore an integral approach is needed to connect the dots in the
roadmap
• Different aspects and disciplines within the organisation (in layers and sublayers)
• Process indicators like : drivers, issues, indicators, milestones
• Relation between the layers and process indicators
tijd
Technologie/
Kennis/
Competenties
Product/
Dienst
Business/
Markt KNOW WHY
KNOW WHAT
KNOW HOW
KNOW WHEN
Business Roadmapping

42. At best the relationships between projects and layers are to be made explicit in
the roadmap
Productie
proces3
Markt
1
Product/
Service2
Business Roadmapping

43. 46
What kind of mistake did google made?
Business Roadmapping

44. Several methods can be used to achieve a future planning
Examples of methods
• SWOT-analysis
• portfolioanalysis
• competitor analysis
• market- en trendresearch
• technology assessment
• scenario-development
Hier zie je ook de rol van de
technology roadmap verschijnen
Possible
future
Mid term
future
Short term
future
Possible
future
Possible
future
Now
1.
2.
3.
4.
1. Trendanalysis
2. Scenario development
3. Backcasting
4. Roadmapping
5. Portfoliomanagement
5.
Business Roadmapping

45. iPad Mini kannibaliseert verkoop originele iPad
AMSTERDAM - De verkoop van de 9,7 inch iPad groeit niet meer. Sinds de
komst van de iPad Mini neemt de verkoop van het originele model in Japan
en de Verenigde Staten zelfs af.
48
http://www.nu.nl/gadgets/3190250/ipad-mini-kannibaliseert-verkoop-originele-ipad.html
Business Roadmapping
What would Apple do with their roadmap when introducing a
new product?

46. iPad Mini kannibaliseert verkoop originele iPad
AMSTERDAM - De verkoop van de 9,7 inch iPad groeit niet meer. Sinds de
komst van de iPad Mini neemt de verkoop van het originele model in Japan
en de Verenigde Staten zelfs af.
49
http://www.nu.nl/gadgets/3190250/ipad-mini-kannibaliseert-verkoop-originele-ipad.html
Business Roadmapping
What would Apple do with their roadmap when introducing a
new product?

47. A connection between the technology roadmap and business roadmap
can be made
Product-Technology
options evaluation
Roadmap
creation
Define
targets
Product-Market
analysis
Market
information
Technology
Assessment
Identification
of Technology
Project
proposals
Bron: EIRMA /Phaal et al.

48. proces
51
Another example of a innovation process that uses
several roadmaps

49. 29-8-2016
Visie IBM
Roadmapping for
product-service
combinations
Technology roadmapping for technology-based
product–service integration:
Youngjung Geum, Sungjoo Lee, Daekook Kang, Yongtae
Park J. Eng. Technol. Manage. 28 (2011) 128–146
PS Roadmapping
Part 3

50. 53
PS Roadmapping

51. Product service combinations have different
cash flows …
54
PS Roadmapping

52. Cash flows for (internet) services
PS Roadmapping

53. Product service combination have a different cash flow pattern since
different cash flows can be generated from product/service side
56
PS Roadmapping
This generates a typical kind of freedom within the roadmap…

54. That is because P/S systems contain several typical elements
PS Roadmapping

55. Example:
58
What’s on this managers mind at the end of each year?
Harold Goddijn
What are the minimum
requirements for my product to be
delivered? And what can I deliver
later (after sales)?
PS Roadmapping

56. The minumum viable product is a guideline first product release and
follow up
http://www.userdrivendev.com/p/mvp-for-enterprise.html``
PS Roadmapping

57. Location of intelligence (software) and update potential is a design choice
PS Roadmapping

58. To gain full advantage of this seperation the roadmap should be adjusted
time
Technology
(interface)
Service
Business/
Markt
Product
Knowledge/
competences
PS Roadmapping

59. Technology as an enabler
Technology directly enables the integration
of products and services, directly infused in
the process of integration.
Even the individual product or service is not
technology-embedded; the integration can
be realized by the technology.
Bron:CSI–Bobwilliams
Technology indirectly enables the integration
of products and services by being applied to
the both products and services and providing
the means for integration
PS Roadmapping

60. Technology mediates the product-
originated integration, particularly the
technology-based servitization
Bron:CSI–Bobwilliams
Technology mediates the service-originated
integration, firstly applied to the service
and the service is productized to provide
the more valuable information
Bron: www.evalan.com
Technology as an mediator
PS Roadmapping

61. Technology and products are independently
applied to the services, facilitating the
product–service integration.
Mostly happens in technology-based
maintenance service
Bron:CSI–Bobwilliams
Technology facilitates the integration
of products and services,
especially the integration toward
the product
Technology as a facilitator
www.plymovent.com
PS Roadmapping

62. Question: What kind of role would technology have in the
product/service system of Car2Go?
PS Roadmapping

63. Development of the roadmap on macro level (1)
PS Roadmapping

64. Development of the roadmap on macro level (2)
PS Roadmapping

65. Development of the roadmap on macro level (3)
PS Roadmapping

66. QFD / linking grid is the proposed method to connect P/S/T within the
roadmap
Service features adjusted to
customer value drivers
Linking the features enables
best selection of technology
Intermediary step from service
to technology embedded service
PS Roadmapping

67. Example of QFD / linking grid
Score van concurrentie
Relatie van de eigenschappen
Value map en attributen tabel
klantwensen
Product eigenschappen
PS Roadmapping

68. Case 1: Service facilitator heat/cooling instalation in a plant
71
Imagine we are a development team of Cofely asked to develop a service
from the heating/cooling installation after purchasing it from the plant.
How would our roadmap be created?
PS Roadmapping

69. Case 2: productization of manual development
72
We are bound to create a tool that automatically develops manuals from
input by users.
How would our roadmap be created?
PS Roadmapping

70. Case 3: Servitization of ehealth product
73
We currently produce inhalers for asthma patients. We are able to add
technology to our product by implementing all kinds of sensors
(flow/temp/RH/volume) and develop a service for nurses/patients/family etc.
How would our roadmap be created?
PS Roadmapping

71. The end result displayed in a roadmap
PS Roadmapping

72. Homework assignment
1. Develop a future vision on a technology that will play an important role in
service development in the near future?
a) What kind of performance indicators are relevant for this technology?
b) When will this technology reach the cash cow phase in its life cycle?
2. Define the typical role of technology in the product service system that your
company will develop in the near future.
3. Now, develop a roadmap for the product service system of the previous
question that contains the specific roadmap adjustments based on the article
on of Geum et al. (2011).
Note: try to use the proposed methods displayed in Fig 6.
Please be sure to have read and fully understand the scientific articles related to
this lecture before answering the homework assignment questions:
PS Roadmapping

73. 29-8-2016
Jurjen Helmus
@JRHelmus
J.R.Helmus@hva.nl
0645464751