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HCLT Whitepaper: Product Development using Social Media and PLM

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Crowdsourcing is the contemporary trend in globalization of product development. It involves outsourcing the task to undefined large group of people or community through an open call unlike …

Crowdsourcing is the contemporary trend in globalization of product development. It involves outsourcing the task to undefined large group of people or community through an open call unlike
which were traditionally performed by an employee or contractor. Collective intelligence that emerges from collaboration and competition of individuals helps to achieve effective decision making.
Conventionally Product Lifecycle Management tools are used for collaboration among the individuals of same organization, suppliers, manufacturers, customers, strategic partners. PLM is
normally used as single source of truth for patented information hence need to be very secure. The PLM and Social Media collaboration can be done by a secured crowdcasting methodology, where care needs to be taken for protecting the
intellectual property of the host organization.

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  • 1. Product Development using Social Media and PLM September2011
  • 2. Product Development using Social Media and PLM | September2011 TABLE OF CONTENTS Abstract ............................................................................................. 3 Abbreviations .................................................................................... 4 Market trend/ Challenges .................................................................. 5 Social Media Framework for PLM ..................................................... 6 A Platform for Idea Generation ......................................................... 6 Product Vigilance .............................................................................. 7 Virtual Volunteer ................................................................................ 8 Social CRM to PLM Inputs ................................................................ 8 Data Mining ....................................................................................... 9 Application of Smart Devices integration in Social Media for PLM . 10 Conclusion....................................................................................... 11 Reference ........................................................................................ 12 Author Info ....................................................................................... 12 © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.
  • 3. Product Development using Social Media and PLM | September2011 Abstract Crowdsourcing is the contemporary trend in globalization of product development. It involves outsourcing the task to undefined large group of people or community through an open call unlike which were traditionally performed by an employee or contractor. Collective intelligence that emerges from collaboration and competition of individuals helps to achieve effective decision making. Conventionally Product Lifecycle Management tools are used for collaboration among the individuals of same organization, suppliers, manufacturers, customers, strategic partners. PLM is normally used as single source of truth for patented information hence need to be very secure. The PLM and Social Media collaboration can be done by a secured crowdcasting methodology, where care needs to be taken for protecting the intellectual property of the host organization. © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.3
  • 4. Product Development using Social Media and PLM | September2011 Abbreviations Sl. No. Acronyms Full form 1 PLM Product Lifecycle Management 2 SME Subject Matter Expert © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.4
  • 5. Product Development using Social Media and PLM | September2011 Market trend/ Challenges Currrent trend in today’s world is towards integrating the social network with smart devices. With the evolution and the ease of features in smart devices, there may not much difference between computer and smart devices in near future. Looking at this trend many consumer electronic companies are looking for a framework to integrate social networking with smart devices. “Unified Communication & Collaboration” (UC&C) by NEC and “Social Media Listening Command Center” by DELL are a step towards efficient usage of smart devices. The portability offered by smart devices and social collaboration can be used in PLM for crowdsourcing the ideas, product vigilance, proactive product recall, social CRM integration and a unstructured data repository to gather structured product feedback/ requirements from a larger audience for a better product development. © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.5
  • 6. Product Development using Social Media and PLM | September2011 Social Media Framework for PLM Social media consists of various platforms. Out of all the platforms following listed platforms can be useful to provide input for a PLM: Collaborative Authoring/ Content Development – Helps to build a central knowledge repository. Dilution of knowledge concentration due to various factors can be avoided. Subject Matter Expert can review and certify the content, which is a step closer towards developing a mature product related literature for product lifecycle management software. Question & Answer Portals – Helps to provide wider visibility to questions, issues related to a product to a mass community. The collective group intelligence helps to achieve faster and efficient results and answers. The less experienced audience can experience from the knowledge of the experts. Communication Platform – Communication platforms like LinkedIn help to connect the professionals and communicate in relevant common product business, product technology specific groups. The constructive discussions can trigger new ideas, report existing issues. The aggregated experience of group can help to solve the problems, suggest new ideas in an efficient manner. A Platform for Idea Generation Marketing Collateral/ Artwork Idea Development There are various online platforms which help for collaborative graphic idea development. These platforms allow hosting a contest for developing graphical content, ideas which can result into marketing collateral or a successfully approved artwork which can be used by the product development company. Due to high number of product lines in consumer industries, there is an ever increasing need to develop extremely creative and innovative artwork and collateral literature development. The online platform like hosting a contest allows an organization to have multiple options to select © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.6
  • 7. Product Development using Social Media and PLM | September2011 from in less available cost. This also allows manufacturer to reduce the recurring cost to a better demand based service model. e.g. http://www.99designs.com http://www.brainrack.com/ Packaging Design Development There is a lesser risk to intellectual property of packaging design than actual product design. The packaging CAD work can be divided into various tasks. The mass packaging, container designing ideas can be sprung out from social media collaboration. The common platform also helps to report and gather various packaging related issue like:  Protection against external influences that can alter the properties of product  Protection against biological contamination  Protection against physical damage  Tamper proofing, Child proofing, Anti counterfeiting Product Vigilance Pharmacovigilance Pharmacovigilance (abbreviated PV or PhV) is the pharmacological science relating to the detection, assessment, understanding and prevention of adverse effects, particularly long term and short term side effects of medicines. It is gaining importance due to increase in stories of drug recalls and negative marketing techniques used by competing organization. Even if clinical trial involves several thousand of patients, there are certain less known side effects on other part body, allergic conditions, and negative interaction with another medicine combined. Spontaneous Reporting is core data generating system for Pharmacovigilance. Social Media has powerful web-based and mobile communication technology. Very mature tools for collaborative content development (wiki), multimedia content communities, Review and opinion polls etc. Such useful information is present in social media in unstructured format. The same can be extracted by subject matter expert and converted as structured information. The structured information can be given as input for PLM system. In many parts of the world the spontaneous reporting is submitted voluntarily in electronic format using predetermined format by ICH. Most of the countries it is mandatory for a physician to submit the spontaneous reports of Pharmacovigilance. When such reports have been ported using power of social media, we are able to reach to mass audience, providing them friendly UI. Then same can provided to SME for data mining and which in turn becomes as an input for a PLM system. © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.7
  • 8. Product Development using Social Media and PLM | September2011 Input for Proactive Product Recall Product recall is a decision to request back batch of entire product due to discovery of safety issues, product defect to limit liability for corporate negligence, avoid costly legal penalties, and avoid damage to publicity, brand name, and reduced trust in manufacturer. This involves fixing the problem and delivering the safe, defect free product back to consumer. Some countries have very strong consumer protection laws which involves heavy penalty on manufacturer due to high risk introduced and failure to recall voluntarily. The social media collaborative platform helps to connect all the end users, sellers, resellers, service providers, distributors. This can help to identify the safety issue or the product defect in early stage. The Manufacturer can invoke voluntary product recall and avoid legal penalties which would have been caused by late detection of the product defect. Virtual Volunteer Crowds need a leader to get a direction and achieve a common goal. Online micro-volunteering enables undertaking micro-tasks. People engaged in virtual volunteering undertake a variety of activities from locations remote to the organization or people they are assisting, via a computer or other Internet-connected device, such as:  Researching subject  Designing Graphics  Providing Legal, business and domain expertise  Online tutoring and mentoring  Answering questions  Moderator for Online discussion forum  Manage other online volunteers Volunteers in field of locomotive industry can help to give better input by opting to go for telematics Data Logger, which can provide large amount of data that can be sampled and analyzed to provide input to PLM. Social CRM to PLM Inputs Social CRM allows capturing voice of customer and gathering product features. There are certain problems introduced in certain products due to the after sales service/ replacements. The connection of social CRM with PLM helps to eliminate these issues at design/manufacturing level. This also helps to identify various types of scenarios the product is used. The product usage can be classified into three categories.  Normal Use – The product used in the scenarios it is designed to be operating. All the operating conditions, parameters are in specified threshold limits. The product is normally designed to not fail in “normal use” kind of use. © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.8
  • 9. Product Development using Social Media and PLM | September2011 e.g. Using a vehicle in city condition, using medicine in proper dosage  Abnormal Use - Abnormal use involves operating the product little above the threshold conditions they are designed for. The product should not normally fail is such “Abnormal Use” kind of use. e.g. Using vehicle for 10% more weight than its threshold, using washing machine for making lassi/ buttermilk.  Abnormal Abuse – Abnormal abuse involves extreme scenario in which product is operated. The product is bound to fail in such scenario. In case of automotive, aerospace and shipping products it is possible to capture the usage data by application of advanced telematics. Data Mining Data mining is required to gather information from the data in social media. Convert that information into a structured format. The processed structured information can be used as input for new product idea, issue, and defects.  Subject Matter Expert Subject matter expert is a person with domain knowledge of a specific field. The human expertise can be utilized to gather the unstructured information in social media and can be provided to PLM system. SME are required to sign off any kind of content obtained using social media to validate the authenticity of the information. The role of SME is very important in bridging the gap between social media and PLM system.  Software Tools Ubiquitous Human Computing is the phenomenon of dis- aggregating a task into component pieces and then parcelling them out around the world. The Amazon Mechanical Turk (MTurk) is a crowdsourcing Internet marketplace that enables computer programmers (known as Requesters) to co-ordinate the use of human intelligence to perform tasks which computers are unable to do. This even uses micropayments as a reward mechanism for the requestors. © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.9
  • 10. Product Development using Social Media and PLM | September2011 Application of Smart Devices integration in Social Media for PLM NEC has introduced UC&C architecture to integrate social media with smart devices.The architecture creates common interface across all smart devices supporting Android, iOS, Windows 7 and blackberry. PLM collaboration not necessariliy always involves heavy CAD interactions. Many of the workflow approvals can be pushed on as a client component on a smar device. This will help the PLM platform to reach through smart devices around the clock reducing dependency on computers. It serves as a important feature for people always on move to approve or review certain workflow activities in PLM. The Social Media Listen Command Center by Dell, allows to monitor relevant topics in social media, to gather voice of customer. It even helps to monitor information in various language. It can be efficiently used for product vigilance and monitoring. © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.10
  • 11. Product Development using Social Media and PLM | September2011 Conclusion There are certain microtasks like collaborative authoring, virtual volunteering and Question & Answer portal, which does not have any danger of exposing patent data. PLM can be effectively used for Crowdsourcing these microtasks.Overall PLM and Social Media conglomerate works very efficiently in consumer driven industries like automotive, aerospace, pharmaceuticals, consumer product goods as a platform of idea generation, product vigilance and social CRM. This also gives PLM an advantage of exploiting very robust smart device integration with Social Media. © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.11
  • 12. Product Development using Social Media and PLM | September2011 Reference Crowdsourcing http://what-is-crowdsourcing.com/ http://www.cimdata.com/newsletter/2011/4/05/04.05.01.htm Crowdcasting http://en.wikipedia.org/wiki/Crowdcasting NEC’s UC&C http://www.nec.com.au/media/docs/nec-ucc-release-d7a6373f- 2622-49b9-9bb7-a991cfa2dff6-0.pdf DELL’s Social Media Listening Command Center http://en.community.dell.com/dell- blogs/Direct2Dell/b/direct2dell/archive/2010/12/08/dell-s-next-step- the-social-media-listening-command-center.aspx Author Info Kapil Jadhav is Technical Manager in PLM practice for HCL. With post graduation in Software Engineering, Graduation in Computer Engineering from National Institute of Technology, Surat (India), he has around 9 years of experience in delivering IT solutions & consulting to clients in discrete Manufacturing Industrial Equipments, Automotive, Aviation, and Pharmaceuticals. He has wide range of experience in PLM implementation using Enovia Matrixone, Oracle Agile PLM and Aras Innovator with reputed customers like GE Energy, GE Aviation, Cummins Engine Business Unit. Currently he is focusing on Green Design Workbench & other PLM initiatives. © 2011, HCL Technologies. Reproduction Prohibited. This document is protected under Copyright by the Author, all rights reserved.12
  • 13. Hello, I’m from HCL’s Engineering and R&D Services. We enabletechnology led organizations to go to market with innovative products &solutions. We partner with our customers in building world classproducts & creating the associated solution delivery ecosystem to helpbuild market leadership. Right now, 14500+ of us are developingengineering products, solutions and platforms across Aerospace andDefense, Automotive, Consumer Electronics, Industrial Manufacturing,Medical Devices, Networking & Telecom, Office Automation,Semiconductor, Servers & Storage for our customers.For more details contact eootb@hcl.comFollow us on twitter http://twitter.com/hclers and our bloghttp://ers.hclblogs.com/Visit our website http://www.hcltech.com/engineering-services/About HCLAbout HCL TechnologiesHCL Technologies is a leading global IT services company, workingwith clients in the areas that impact and redefine the core of theirbusinesses. Since its inception into the global landscape after its IPO in1999, HCL focuses on transformational outsourcing, underlined byinnovation and value creation, and offers integrated portfolio of servicesincluding software-led IT solutions, remote infrastructure management,engineering and R&D services and BPO. HCL leverages its extensiveglobal offshore infrastructure and network of offices in 26 countries toprovide holistic, multi-service delivery in key industry verticals includingFinancial Services, Manufacturing, Consumer Services, Public Servicesand Healthcare. HCL takes pride in its philosophy of Employee First,Customer Second which empowers our 77,046 transformers to createa real value for the customers. HCL Technologies, along with itssubsidiaries, had consolidated revenues of US$ 3.5 billion (Rs. 16,034crores), as on 30 June 2011 (on LTM basis). For more information,please visit www.hcltech.comAbout HCL EnterpriseHCL is a $6 billion leading global technology and IT enterprisecomprising two companies listed in India - HCL Technologies and HCLInfosystems. Founded in 1976, HCL is one of Indias original IT garagestart-ups. A pioneer of modern computing, HCL is a globaltransformational enterprise today. Its range of offerings includesproduct engineering, custom & package applications, BPO, ITinfrastructure services, IT hardware, systems integration, anddistribution of information and communications technology (ICT)products across a wide range of focused industry verticals. The HCLteam consists of over 85,000 professionals of diverse nationalities, whooperate from 31 countries including over 500 points of presence inIndia. HCL has partnerships with several leading global 1000 firms,including leading IT and technology firms. For more information, pleasevisit www.hcl.com