At April 15th, in the Amsterdam Breitner Building, the seminar Business Beyond Products took place. These are the introductionary slides. (part 1 of 5)

1. Product Service Seminar ‘Business Beyond Products’April 15, 2010 – Amsterdam

2. Bart Nieuwenhuis Exser centre for services innovation managing director University of Twente professor at school of management & governance

3. Exser: center of service innovation Exser supports service providing industries independent foundation, a service organization enable cross-sector service innovation builds and support service innovation communities provides access to relevant knowledge sources organize executive courses for business innovators service provisioning companies become partner of Exser Rabo, Océ Technologies, Hay Group, Agis, … join one of the service innovation programs

4. Exser: center of service innovation Mission promote and improve service innovation in the Netherlands. increase competitive strength Dutch Service Sector internationally independent organization based in WTC Alnovem in Almere about 25’ drive from major services industries Amsterdam, Hilversum, Utrecht fastest growing city of NW Europe small team of service innovation experts own team of eight persons freelance experts from industry and academia starting grant of € 4 million

5. Opening of Exser – December 2008 Bart Nieuwenhuis; Martine Visser; Anne Bliek; Annemarie Jorritsma; Maria van der Hoeven

6. Service innovation & servitization, some facts… service sector 70% of Dutch GDP (CBS, 2009) 80% of the Dutch labor force (CBS, 2009) manufacturing sector up to 50% have services-related occupations (OECD, 2005) 25-30% of total turnover is added by services (OECD, 2005) the manufacturing industry is “servitizing” (Desmet et al., 2003). service innovation is more complex than product innovation (Cambridge, 2008) receives relatively little explicit attention (ESB, 2004, Dutch)

7. Services are important for manufacturing More attention for services and service innovation is needed industries, public authorities, universities Time for a change changing needs of consumers in Europe keep up with international competition Services are main source of economic growth more added value than goods services part in export needs to grow increase our investments in services and service innovation Vision within ten years more than 50% of the products are services private companies and innovations

8. Schedule Seminar Business beyond Products

9. Service design at Philips DesignMark HarteveltSr Director Service Design

10. 10 10 Create valueProduct, experience design

11. Communicate valueOnline, packaging, print, point of sale

12. Partners in innovation 12

13. value forpeople through valuingpeople

14. Multi disciplinary Service design sociologists human factors specialists anthropologists psychologists interaction designers project managers innovation consultants visual trend analysts brand consultants online designers product designers visual communication designers 14

15. Lighting Lumileds, Lighting controls, Street sensors Incubators DirectLife, Philips' product services today Consumer Lifestyle Net TV, GoGear, PhotoframeStreamium, Healthcare Maintenance, Raytel, Lifeline,

16. 16 Three main themes for today Innovation through understanding of consumer needs Marketing integrated product and service solutions Organizational transformation

17. PlenaryPresentations