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IOT and Smart Services Data Driving New Business Models
- 3. Agenda • Il rapporto impresa‐tecnologia sta cambiando – IOT e connettività – Dai Dati ai Big Data • Cosa cambia nei rapporti fornitore‐cliente BtoB – Dai prodotti ai servizi (avanzati) – Dai servizi ai nuovi business model – Le sfide, le opportunità
- 6. Est. 30⌯200
- 8. I prodotti professionali diventano smart
- 11. Tecnologie IOT
- 12. I prodotti smart forniscono dati • Le tecnologie IOT consentono: – Monitoraggio – Controllo – Ottimizzazione – Autonomia
- 14. Service layers Warranty, time and materials Predictive maintenance Guaranteed availability Pay per use, rent v. buy Outcome Based Contracting Magnitude Upgrade (enhance) Adapt (extend) Change (redefine)Services Product Object Customer Product Focus Dati alla base di nuovi servizi avanzati Based on: Berman, 2012. Big data Connectivity Data
- 15. What’s new in digital servitization • Digital technologies robotize services supply – Reports at the end of the day in agribusiness • Basic and advanced services can be industrialized – Maintenance, condition monitoring, alerting • Leverages the exploitation of the Installed Base – Installed products at clients’ premises are the base from which to start • Lowers obstacles to servitization in manufacturing, also for SMEs – Barriers to entry the service business lower • Puts an unprecedented pressure on many industries to servitize – If it is possible and convenient some of our competitors could do it Tutto ciò mette in discussione le logiche dominanti
- 16. • Digital technologies robotize services supply – Reports at the end of the day in agribusiness • Basic and advanced services can be industrialized – Maintenance, condition monitoring, alerting • Leverages the exploitation of the Installed Base – Installed products at clients’ premises are the base from which to start • Lowers obstacles to servitization in manufacturing, also for SMEs – Barriers to entry the service business lower • Puts an unprecedented pressure on many industries to servitize – If it is possible and convenient, some of our competitors could do it What’s new in digital servitization Mindsets
- 17. • Digital technologies robotize services supply – Reports at the end of the day in agribusiness • Basic and advanced services can be industrialized – Maintenance, condition monitoring, alerting • Leverages the exploitation of the Installed Base – Installed products at clients’ premises are the base from which to start • Lowers obstacles to servitization in manufacturing, also for SMEs – Barriers to entry the service business lower • Puts an unprecedented pressure on many industries to servitize – If it is possible and convenient, some of our competitors could do it What’s new in digital servitization Mindsets dalle transazioni alle relazioni dagli ordini €mln ai contratti di servizio dalla proprietà all’uso
- 18. Oltre la ownership orientation • From: Ownership‐oriented business models: – Product‐based services (add‐on) – (Product+) Process‐based services • To: Use‐oriented business models – Subscription (flat access) – Pay‐per‐use (effective use) – Outcome‐based contracting
- 19. • Digital technologies robotize services supply – Reports at the end of the day in agribusiness • Basic and advanced services can be industrialized – Maintenance, condition monitoring, alerting • Leverages the exploitation of the Installed Base – Installed products at clients’ premises are the base from which to start • Lowers obstacles to servitization in manufacturing, also for SMEs – Barriers to entry the service business lower • Puts an unprecedented pressure on many industries to servitize – If it is possible and convenient, some of our competitors could do it What’s new in digital servitization Timescale
- 20. • Digital technologies robotize services supply – Reports at the end of the day in agribusiness • Basic and advanced services can be industrialized – Maintenance, condition monitoring, alerting • Leverages the exploitation of the Installed Base – Installed products at clients’ premises are the base from which to start • Lowers obstacles to servitization in manufacturing, also for SMEs – Barriers to entry the service business lower • Puts an unprecedented pressure on many industries to servitize – If it is possible and convenient, some of our competitors could do it What’s new in digital servitization Timescale Partnerships pluriennali Analisi costi‐benefici nel CLC/TCO Asset & risk management
- 21. Risorse e capability data‐driven Resource / capability Definition Installed base product usage and process data The stock of product usage and customer process data collected through a firm’s installed base of goods and/or used in customers’ operations. Service‐related data processing and interpretation capability The manufacturer’s capacity to analyze and interpret installed base product usage and process data to help customers achieve productivity gains and/or cost reductions. Execution risk assessment and mitigation capability The manufacturer’s capacity to evaluate the uncertainty whether contractually agreed‐upon outcomes will be realized and to design and implement safeguarding mechanisms to meet performance commitments while maintaining internal profit targets.
- 22. • Digital technologies robotize services supply – Reports at the end of the day in agribusiness • Basic and advanced services can be industrialized – Maintenance, condition monitoring, alerting • Leverages the exploitation of the Installed Base – Installed products at clients’ premises are the base from which to start • Lowers obstacles to servitization in manufacturing, also for SMEs – Barriers to entry the service business lower • Puts an unprecedented pressure on many industries to servitize – If it is possible and convenient, some of our competitors could do it What’s new in digital servitization Business Model
- 23. Business model Impatto sui building blocks Conflitti multi‐model Cambiano i revenue model
- 25. Come e quando: i cambiamenti dei BM (Vision Mobile, 2015)
- 27. Smart service: cosa posso fare? • Layer Player / Make more of it / Solution provider ‐ Orchestrator – Mi specializzo e controllo l’output finale (cliente) – Faccio leva sulle capability per fornire servizi specifici – Passo dai prodotti ai servizi alle soluzioni • Lock‐in / Customer loyalty / Razor & Blade – Personalizzo, aggiungo servizi, estendo i contratti • Pay per use / Guaranteed SLA / Outcome‐based contracting – Vendo (anche) l’uso / la prestazione effettiva del prodotto Uso la Base Installata per fare servizi Uso le competenze per fare servizi
- 29. Qualcuno in sala si potrebbe chiedere se ne vale la pena…