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Roadmapping product service combinations

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Roadmapping product service combinations

  1. 1. Roadmapping voor Product-Service systems The product service integrated roadmap Lecturer: drs. Ir. J.R. Helmus
  2. 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. 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. 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. 5 As a master of integrated service engineering you might be interested in the Product Development Management Association
  6. 6. 29-8-2016 What if your thermostat didn’t need you… Example of a future vision
  7. 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
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  9. 9. 9
  10. 10. Part 1: Technology roadmapping Part 2: Business or innovation roadmapping Part 3: Roadmapping for product-service combinations
  11. 11. Part 0 What is roadmapping?
  12. 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. 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. 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. 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. 16. The basics Technology roadmapping Part 1
  17. 17. 17 We are the top management team of Philips Healthcare Imagine….
  18. 18. 18 Suddenly this man walks in…
  19. 19. And we need to come up with an innovation plan for our business unit otherwise it will be sold….
  20. 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. 21. Our innovation funnel is at least two years…
  22. 22. How will we be able to come up with this plan for future innovations?
  23. 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. 24 Technology roadmap Example of a technology roadmap for newspaper related technologies
  25. 25. Technology Roadmapping often results in typical conjoint roadmap based on scientific sources Technology Roadmapping
  26. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 43. 46 What kind of mistake did google made? Business Roadmapping
  44. 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. 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. 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. 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. 48. proces 51 Another example of a innovation process that uses several roadmaps
  49. 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. 50. 53 PS Roadmapping
  51. 51. Product service combinations have different cash flows … 54 PS Roadmapping
  52. 52. Cash flows for (internet) services PS Roadmapping
  53. 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. 54. That is because P/S systems contain several typical elements PS Roadmapping
  55. 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. 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. 57. Location of intelligence (software) and update potential is a design choice PS Roadmapping
  58. 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. 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. 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. 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. 62. Question: What kind of role would technology have in the product/service system of Car2Go? PS Roadmapping
  63. 63. Development of the roadmap on macro level (1) PS Roadmapping
  64. 64. Development of the roadmap on macro level (2) PS Roadmapping
  65. 65. Development of the roadmap on macro level (3) PS Roadmapping
  66. 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. 67. Example of QFD / linking grid Score van concurrentie Relatie van de eigenschappen Value map en attributen tabel klantwensen Product eigenschappen PS Roadmapping
  68. 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. 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. 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. 71. The end result displayed in a roadmap PS Roadmapping
  72. 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. 73. 29-8-2016 Jurjen Helmus @JRHelmus J.R.Helmus@hva.nl 0645464751

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