3rd International Business Servitization Conference 13-14 November 2014 Bilbao

1. Thinking
Products in a
Different Way:
What is needed
for Product
Servitization
IBS 201
14/11/2014
Ana Ayerbe ana.ayerbe@tecnalia.com
Isidoro Cirión isidoro.cirion@tecnalia.com
Jason Mansell jason.mansell@tecnalia.com
Alberto de Torre alberto.detorres@tecnalia.com
Guillermo Gil guillermo.gil@tecnalia.com
Joseba Laka joseba.laka@tecnalia.com

2. 1
2
3
Servitization is not a new concept!
The disruptive power of ICT in Servitization
Don´t miss the servitization perspective in Industry 4.0!
4
Servitization needs new capabilities
2

3. Servitization is not a new concept!
3

4. What is Servitization? The shift of manufacturing firms towards providing services bundled with physical products. Different Approaches:
•Providing the function of the product without transferring the ownership.
•Adding services to the product, either transferring or not transferring the ownership.
4

5. What are Product Service Systems?
The physical product allows for the provision of services usually related with the functional utility of the product.
Very attractive for Manufacturing Firms.
Combination of Social, Economic and Technological Trends.
B2B Model Customer Oriented Solutions
5

6. The disruptive power of ICT in Servitization
6

7. software
smart
service
7

8. software
smart
service
iOS
GPS
AppStore
iTunes
AirPlay
CarPlay
Camara
Siri
Fingerprint Recognition
iCloud
8

9. software
smart
service
9

10. software
smart
service
software
Hardware
Software
Operating System
Aplication
Interaction
Programming
Tipo “PC”
Mono- Operating Sys
Fix App
Command
Close
Arduino/Raspberry pi
Mono/multi-
Operating Sys
Downloable App
Graphical
Open
Edison (INTEL)
Virtualiz. multi
Operating Sys
App store?
Natural
End-user?
$300
$30
$3
> > >
> > >
$3!
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11. software
smart
service
smart
software
infer
decide
act
reality
sense
analyze
learn
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12. Standard meaning among users and services
Standard cooperation among systems
Fix and mobile environments
Separation between data and applications
Production and exploitation almost instantaneous
Software defined platforms
Composed by systems of systems
Adaptable, expandible and personalised
software
smart
service
service
Internet (web)
De-allocation (cloud)
multi-purpose (evolutive)
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13. software
smart
service
Oral-B smart toothbrush will make sure you're following your dentist's advice
13

14. lock
ligthing
meter
Machine Tool
lift
vehicle
software
smart
service
14

15. Cyber-Physical Systems as another enabler of Product Service Systems
The Industrial Internet Consortium
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16. Automotive Sector
Smart Grid
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17. 17

18. Don´t miss the servitization perspective in Industry 4.0!
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19. Industrial Internet & Industry 4.0
The Industrial Internet Consortium
Industry 4.0
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20. Supplier Manufacturer Consumer Good
F
sC
P
sB
P
Increasing value/employee
Multiplying Innovation & Businesses
Closer relation with clients
20

21. M
C
S
Supplier
Manufacturer
Consumer
Good
G
Identification Localization & optimization of the supply chain Trazability / visibility of the product Consumer individualised experience
21

22. M
C
S
Supplier
Manufacturer
Consumer
Good
G
Identification Localization & optimization of the supply chain Trazability / visibility of the product Consumer individualised experience
When a company is transforming to become a provider of an integrated offering, a different degree of insight into the problems and applications of customers is necessary, which calls for a greater degree of cooperation between providers and supporting networks
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23. M
C
S
G
Identification
Localization, Guiding, Positioning
Communication
Alarms
Inspection
Teleloading
Ecoeficiency
Lighting/Confort
Supplier Manufacturer Consumer Good
23

24. M
C
S
G
Identification
Localization, Guiding, Positioning
Communication
Alarms
Inspection
Teleloading
Ecoeficiency
Lighting/Confort
Supplier
Manufacturer
Consumer
Good
A Product-Service System requires the redesign of the manufacturing infrastructures and context to cope with the full integration of services in the production process
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25. M
C
S
G
Product Lifecycle Management
Trazability
Remote Diagnosis
Support / Maintenance
Information / warranty
Personalization
Supplier
Manufacturer
Consumer
Good
25

26. M
C
S
G
Product Lifecycle Management
Trazability
Remote Diagnosis
Support / Maintenance
Informaction / warranty
Personalization
Supplier
Manufacturer
Consumer
Good
Customer relationship changes from a simple transaction to a long term relationship through a broad offer of services. Services are usually used to control products and monitor equipment mainly for maintentance purposes, but through smartization and servitizing, manufacturers can learn about the way users and companies are using their producs
26

27. M
sC
S
sG
S
…
“Product as a Service”
Consuming patterns
Learning & Training
E-concept Tests
User Communities
Supplier
Manufacturer
Consumer
Good
27

28. Servitization needs new competencies
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29. Product Service Systems
software
SW Engineering
Cloud Architectures
Cybersecurity
Electronics & Comunic.
Sensors & Act
Analytics
&
BigData
Natural
Interaction
Mobile
and Social
Systems
Knowledge Management & Media
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30. Product Service Systems
software
SW
Engineering
Cloud
Architectures
Cybersecurity
Electronics & Comunic.
Sensors & Act
Analytics & BigData
Natural Interaction
Mobile
and Social
Systems
Knowledge
Management
& Media
Partnering with providers of the Digital World
30

31. Product Service Systems
software
SW
Engineering
Cloud
Architectures
Cybersecurity
Electronics & Comunic.
Sensors & Act
Analytics & BigData
Natural Interaction
Mobile and Social Systems
Knowledge
Management
& Media
Digital Literacy for some key management functions
Partenering with providers of the Digital World
31

32. Internet, Industria y Sistemas Producto - Servicio
software
Ingeniería SW
Arquitecturas
Cloud
Ciberseguridad
Electrónica
&
Comunic.
Sensórica & Actuación
Analítica & BigData
Interacción Natural
Sistemas Móviles y Sociales
Gestión Contenido y Media
Linguistic
Mathematics
Physics
Anthropology
Design, Art
Engineering
Informatics
Human Interaction Knowledge
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33. Conclusions
33

34. 1
2
3
The differential value is in the combination of smart+service
From “products” to “Product- Service System” changes the business model.
To prepare for this requires a multidisciplinary approach.
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35. Thank you for your attention!
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