The document discusses digital twins and their application in understanding and managing complex systems, emphasizing their role in decision-making and value creation. It outlines how digital twins support operational, tactical, and strategic decisions through enhanced data connectivity and shared perspectives within service ecosystems. Additionally, it highlights the importance of interactive design in the development of digital twins, aiding in knowledge building and collaborative problem-solving.

1. Digital twin enabled services
– digital twins and future trends
AI and automation
The international Society of Service Innovation Professionals
12 May 2021
Prof. Dr. Shaun West

2. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
Introduction
What am I going to talk about
We need to understand digital
twins and how they can help
us before we can consider
future trends and
applications.
Digital twins and complex systems
Digital twins help us to make decisions and act
Digital twins must support different outlooks
Digital twin design

3. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
Digital Twins and complex systems
Digital twins in cities – it is not a dream!
This is an extreme vision of the application of digital twins – parts of this vision already exist today

4. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
Digital Twins and complex systems
Advice is demanded by many actors in different situations along the lifecycle
The Smart Twins support the building of knowledge

5. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
Digital twins help us to make decisions and act
Value is only created when an action is taken (or not) based on an active decision
Service Dominant Logic places value in the action (not the product)
… if you do X, the
consequence is A
Could you
do X please
Yes, of course
What’s happened and
what could we do?
… if you do Y, the
consequence is B
… if you do Z, the
consequence is C

6. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
Digital twins help us to make decisions and act
The Smart Twins need to support us with controlling and optimising
Page 13
sensors, processors, software and the overall connectivity of products in combination with cloud
computing are still seen as the core elements of the IIoT.
Capabilities
Porter & Heppelmann (2014) see information technologies more and more becoming an integral part
of traditionally physical products, building up to the development of an Internet of Things as described
above. The “connectivity” and “smartness” of such products enable new capabilities and can,
therefore, help to increase their value. The following paragraphs will first describe the possible
capabilities and further how connected products lead to a redefinition of industry boundaries.
The following four-stage model used by Porter & Heppelmann (2014) describes how capabilities build
on each other. While each capability has the potential to increase a product's value on its own, and to
achieve a higher level of maturity, the capabilities from the previous level are needed to follow this
evolution.
Figure 4: Capabilities of Smart, Connected Products (Porter & Heppelmann, 2014)
I. Sensors and external data sources are essential elements to enable product monitoring.
Besides the product´s condition and external conditions, the product’s operation and general
usage are elements to be monitored, stored, and used to send alerts and notifications in case
Michael E. Porter and James E. Heppelmann: "How Smart, Connected Products Are Transforming Competition”, November 2014, Harvard Business Review
Michael E. Porter and James E. Heppelmann: "How Smart, Connected Products Are Transforming Competition”, November 2014, Harvard Business Review
Smart Twins generally help us with controlling and optimizing advisory services (can also be a teacher)
“Please go and control X, if there
are any issues report back”
“Please tell me what the options
are to do Z, what are the technical
and managerial implications?”
Co-worker
Expert
advisor

7. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
Digital twins must support different outlooks
We need support making operational, tactical and strategic decisions
It helps me to take the appropriate action in complex systems
Operational
Minutes
Tactical
Hours/weeks
Strategic
Months/years
Decision making time frame

8. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
Digital twins must support different outlooks
And what makes it smart?
Major
dimensions
Key characteristics
Service
Ecosystem
Flexibility & integrity
Shared view
Actor roles
Architecture
Service Platform
Modular structure
Rules of exchange
Value
Co-creation
Value creation between actors
Interactions between diverse
actors
Accommodation of roles
Resource integration
... is a real mapping of [all?]
components in the product life cycle
using physical data, virtual data and
interaction data between them.
A Smart Twin supports co-creation of value by supporting many actors within an ecosystem

9. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
Digital twin design
Focus on decision making and building knowledge
Interactive design supports building knowledge and wisdom and help us to take better actions
Right information
Right time
Right form
Right person
Right action
Right data
C
M
Y
CM
MY
CY
CMY
K
C
M
Y
CM
MY
CY
CMY
K
C
M
Y
CM
MY
CY
CMY
K
Data
Information
Knowledge
Wisdom

10. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
Digital twin design
What do we need to consider to developing when digital twins
Problem understanding
leads to problem solving
services
Ideate
Ideate
Come up with new
solutions
Prototype
Build representation
of the idea
Test
Test the ideas.
Understand
What is the actual
problem?
Refine
Combine all the
research and findings
where problems exist
Prototype
Test
Understand
Understand the system or people, processes and things…
Technology enables
advance service delivery

11. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
Closing
Summary
Digital twins can help us to
understand complex systems
and enable us to make better
decisions. The design goes
far wider than just ‘coding’
an application.
We have seen what digital twins can do
Digital twins provide both delegated control and advisory services
The support multi-actor decisions making and knowledge building
Learn to understanding the people, processes and things

12. DIGITAL TWIN PROVIDING NEW OPPORTUNITIES FOR VALUE CO-
CREATION THROUGH SUPPORTING DECISION-MAKING
D I U
K W
Past Future
Doing things right Doing the right
things
Information
(what)
Knowledge
(how to)
Understanding
(why)
Wisdom
(what is best)
Data
Lifecycle analysis
Beginning of Life
Design
Product
design
Process
design
Plant
design
Manufacture
Produc-
tion
Internal
logistics
Middle of Life
Distrib-
ution
External
logistic
Use/
operate
Optimize
Support
Train Maintain Repair
End of Life
Upgrade
MOL2
Retire
Reverse
logistics
Recycle Resell
Concepts Resulting outcome

13. West⎹ Digital twin enabled services – digital twins and future trends⎹ May 2021
THANKS FOR YOUR TIME!
Industrie 2025, F&E Konferenz zur Industrie 4.0 |Jürg Meierhofer & Dr Shaun West
For more information please visit slideshare.n
Who we are…
A multidisciplinary group from four u
Proje
Sen
Indu
Coo
Exe
Dr. s
Jür
E