A lecture given at the study Master Integrated service engineering about roadmappig product service combinations, like internet of things. This lecture is divided in three parts (1) technology roadmapping and technology forecasting (2) business roadmapping (3) roadmapping for product service combinations. This lecture aims to give guidelines for innovators developing product service combinations, like internet of things. This lecture is based on several influential scientfic article about roadmapping. The two main articles are: Technology roadmapping—A planning framework for evolution and revolution Robert Phaal*, Clare J.P. Farrukh, David R. Probert Technological Forecasting & Social Change 71 (2004) 5–26 Technology roadmapping for technology-based product–service integration: Youngjung Geum, Sungjoo Lee, Daekook Kang, Yongtae Park J. Eng. Technol. Manage. 28 (2011) 128–146 For more information please contact me.

1. Roadmapping voor Product-Service
systems
The product service integrated roadmap
Lecturer: drs. Ir. J.R. Helmus

2. 2

3. As a master of integrated service engineering you might be interested in the
Product Development Management Association 3

4. lateral thinking is my passion
4

5. Product-service Innovation for Elderly project 2012
District Nurse /
Home Care Fragile elderly
Content
Monitoring
cocreation
communication
finance
General
practitioner
Family care
Cicada Innovation 2012 5

6. 25-3-2013
Example of a future vision
What if your thermostat didn’t need you…

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
Structure of this lecture
• 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

8. 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?

9. 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

10. in different forms and shapes
Roadmapping basics
PRODUCT LINE A A1 A2 A3 A4
PRODUCT LINE B B1 B2 B3 B4
PRODUCT LINE C C1 C2 C3
Philips generic format
technology aa technology bb
INTERNAL technology pp technology qq
TECHNOLOGIES
technology xx technology yy technology zz
EXTERNAL technology a1 technology a2
TECHNOLOGIES technology p1 technology p2 technology p3
YEAR 1995 1996 1997 1998 1999 2000 2001

11. yet in basis, there are only two kinds of roadmaps.
Technology Roadmapping (TRM) Business Roadmapping (BRM)
• Initiated by government or branch • Initiated by a company
• Transcending companies • Company specific
• Often for cluster/branch/sector • For a company, product of product
• Scope: 10-20 year range
• Goals: identify need for research and • Scope: approx 5 year
priorities for research • Goals: develop a practical planning
• No ownership for achieving the company's vision
• Not confidential, often public • Company is owner
• Confidential

12. Technology
Roadmapping
The basics

13. Technology Roadmapping
A master of science should be able to develop a vision on future technologies
Age, Family History, Living environment, Social connectedness
Appearance: Photo , Video, Body imaging
Weight: Scales
Height, Waist, Hip: Tape Measure, Clothes fit, Lean body mass
Temperature: Thermometer (surface, core heat)
Body Fat: BMI, Impedance
Sensory: Vision, Aural, Tactile Thermal, Taste
Heart Rate: Wristband, Breast band, Sticker sensor
Activity: Pedometer , Accelerometer, HR, HRR, O2/CO2
Today Psychological & Physical health: HR, HRV, Glucose, Lithium, (…)
Fitness: Flexibility, Strength, Endurance
Respiratory: FEV
Nutrition: Intake, Marco/micro nutrients
Sleep: Accelerometer, Electrical
Medicine adherence: Sender pill
Stress: Breathing rate, BP, Galvanic skin
resistance, HRV, Salivary, Cortisol
Cardiovascular risk: HRV, BP,
arterial plaque, Cholesterol
Future Physiological health:
For example on Ehealth DNA, Immune status

14. Technology roadmap
Example of a technology roadmap for
newspaper related technologies
14

15. Technology Roadmapping
Technology Roadmapping often results in typical conjoint
roadmap based on scientific sources

16. Technology Roadmapping
Timing of technology research and development is crucial
for a company’s performance
Innovation matrix for a specific technology
A
unproven
F
research problem
B
Uncertainty of
technology
proven
Future
G C
D
understood
E
Well
Missed Current projects
opportunity
5 - 10 year 3 - 5 year 1 - 2 year
Required time to implement
technology

17. Technology Roadmapping
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
18

18. Technology Roadmapping
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
19

19. Technology Roadmapping
The Scurve model helps to gain insight in technology development
Ideal timing moment
for new technology
implementation
Performance (e.g.. %efficency/$)
New
technology
DOG
Technologie waarde
CASH
COW
Current
technolgy
STAR
QUESTION
MARK
DOG
time
Carefully choose one or more technology performance indicators

20. Technology Roadmapping
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.
Which
technology
performance
indicators
would you
use?

21. Technology Roadmapping
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.

22. Technology Roadmapping
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.

23. Technology Roadmapping
Many research companies publish technology roadmaps or forecasts
Bottom up assessment to within value chain to create technology roadmap
Sales new technology Purchases new technology equiptes machines
equipped machinery roadmaps nieuwe producten
Chipmachine producers Chip producers
Examples are: Accenture/ mcKinsey/ Batelle/ Rand

24. Technology Roadmapping
Examples of public Dutch technology roadmaps
• Elektricity Technology Roadmap
Technology Roadmapping
(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

25. Business Roadmapping
traditional Business Roadmapping
•The basics
•The requirements
• factor time in a roadmap
• push versus pull
• Roadmap input methods
• relation with

26. Business Roadmapping
The basic idea of roadmapping is simple
Business/
Market
Product/
service
vandaag
Technology/
knowledge/
Competences
time
Today soon tommorrow
“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?”

27. Business Roadmapping
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!

28. Business Roadmapping
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)
Business/
Market
Product/
service
Technologies/
knowledge/
Competences
`
past today roadmap future
tijd
Mind the technology roadmap

29. Business Roadmapping
Using pre-announcements can help to adjust the disciplines in the roadmap
- particularly production versus demand over time
‘‘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’’.
http://mynokiablog.com/2011/10/01/rumours-nokia-windows-phone-
nokia-ace-to-have-4-3-amoled-1800mah-and-lte-4g-att-q1-2012-
32
searaysabre-specifications-inside/

30. Business Roadmapping
It makes it even be possible to finance the scale up process
Online prelaunch orders proved to be effective NPP becameincreasingly popular
and efficient in locking customers with the recently, especially in thecompetitive high-
preannounced products. techindustries.
Examples
• 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. 33

31. Business Roadmapping
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
Business/
Markt KNOW WHY
Product/
Dienst
KNOW WHAT
Technologie/
Kennis/ KNOW HOW
Competenties
KNOW WHEN tijd

32. Business Roadmapping
At best the relationships between projects and layers are to be made explicit in
the roadmap
Markt
1
Product/
2 Service
Productie
3 proces

33. Business Roadmapping
What kind of mistake did google made?
36

34. Business Roadmapping
Several methods can be used to achieve a future planning
Examples of methods
Hier zie je ook de rol van de
• SWOT-analysis technology roadmap verschijnen
• portfolioanalysis Possible 2.
future
• competitor analysis Possible
future
• market- en trendresearch Possible
future
• technology assessment
• scenario-development
1. 3.
Mid term
future
4.
Short term
future 1. Trendanalysis
2. Scenario development
3. Backcasting
4. Roadmapping
5.
5. Portfoliomanagement
Now

35. Business Roadmapping
What would Apple do with their roadmap when introducing a
new product?
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.
38
http://www.nu.nl/gadgets/3190250/ipad-mini-kannibaliseert-verkoop-originele-ipad.html

36. A connection between the technology roadmap and business roadmap
can be made
Market
information
Product-Market
analysis
Product-Technology Roadmap Define Project
options evaluation creation targets proposals
Technology
Assessment
Identification
of Technology
Bron: EIRMA /Phaal et al.

37. Another example of a innovation process that uses
several roadmaps
proces
41

38. PS Roadmapping
25-3-2013
Visie IBM
Roadmapping for
product-service
combinaties
Technology roadmapping for technology-based
product–service integration:
Youngjung Geum, Sungjoo Lee, Daekook Kang, Yongtae
Park J. Eng. Technol. Manage. 28 (2011) 128–146

39. PS Roadmapping
43

40. PS Roadmapping
Product service combinations have different
cash flows …
44

41. PS Roadmapping
Cash flows for (internet) services

42. PS Roadmapping
Product service combination have a different cash flow pattern since
different cash flows can be generated from product/service side
This generates a typical kind of freedom within the roadmap…
46

43. PS Roadmapping
That is because P/S systems contain several typical elements

44. PS Roadmapping
Example:
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)? 48

45. PS Roadmapping
The minumum viable product is a guideline first product release and
follow up
http://www.userdrivendev.com/p/mvp-for-enterprise.html``

46. PS Roadmapping
De plek waar de intelligentie en de connectie zit bepaalt de ontwerper

47. PS Roadmapping
To gain full advantage of this seperation the roadmap should be adjusted
Business/
Markt
Service
Technology
(interface)
Product
Knowledge/
competences
time

48. PS Roadmapping
Technology as an enabler
Technology directly enables the integration Technology indirectly enables the integration
of products and services, directly infused in of products and services by being applied to
the process of integration. the both products and services and providing
the means for integration
Even the individual product or service is not
technology-embedded; the integration can
be realized by the technology.
Bron: CSI – Bob williams

49. PS Roadmapping
Technology as an mediator
Technology mediates the product- Technology mediates the service-originated
originated integration, particularly the integration, firstly applied to the service
technology-based servitization and the service is productized to provide
the more valuable information
Bron: www.evalan.com Bron: CSI – Bob williams

50. PS Roadmapping
Technology as a facilitator
Technology and products are independently Technology facilitates the integration
applied to the services, facilitating the of products and services,
product–service integration. especially the integration toward
Mostly happens in technology-based the product
maintenance service
www.plymovent.com Bron: CSI – Bob williams

51. PS Roadmapping
Question: What kind of role would technology have in the
product/service system of Car2Go?

52. PS Roadmapping
Development of the roadmap on macro level (1)

53. PS Roadmapping
Development of the roadmap on macro level (2)

54. PS Roadmapping
Development of the roadmap on macro level (3)

55. PS Roadmapping
QFD / linking grid is the proposed method to connect P/S/T within the
roadmap
Service features adjusted to
customer value drivers
Intermediary step from service
to technology embedded service
Linking the features enables
best selection of technology

56. PS Roadmapping
Example of QFD / linking grid
Relatie van de eigenschappen
Value map en attributen tabel
Product eigenschappen
Score van concurrentie
klantwensen

57. PS Roadmapping
Case 1: Service facilitator heat/cooling instalation in a plant
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?
61

58. PS Roadmapping
Case 2: productization of manual development
We are bound to create a tool that automatically develops manuals from
input by users.
How would our roadmap be created?
62

59. PS Roadmapping
Case 3: Servitization of ehealth product
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?
63

60. PS Roadmapping
The end result displayed in a roadmap

61. PS Roadmapping
Homework assignment
Please be sure to have read and fully understand the scientific articles related to
this lecture before answering the homework assignment questions:
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.

62. 25-3-2013
Jurjen Helmus
@JRHelmus
J.R.Helmus@hva.nl
0645464751