"Explore Talks" Servitization - presentazione di Valeria Murru

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Durante l’Explore Talks sul tema “Servitization” organizzato da GELLIFY e che si è svolto il 24 maggio 2018 presso Spaces Milano, Valeria Murru - Strategic Designer e Trend Researcher in GELLIFY - ha illustrato il cambio di paradigma che stanno affrontando oggi le organizzazioni e che vede il passaggio da aziende di prodotto a "Company as a service". Valeria Murru ha concluso il proprio speech con la presentazione del modello di servitization di GELLIFY.

#XT2018
#Servitization
Copyright © 2018 GELLIFY S.p.A. All rights reserved.
Valeria Murru
Servitization
GELLIFY

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Valeria Murru
Strategic Designer & Trend researcher @GELLIFY
Follow us on LinkedIN: @GELLIFY @ValeriaMurru

Copyright © 2017 GELLIFY srl - All rights reserved
Netflix
Da azienda di prodotto ad azienda di servizio

Copyright © 2017 GELLIFY S.p.A. All rights reserved
Un cambio di paradigma
Dal prodotto al servizio
Prodotto
Prodotto
Servizi
o
Servizio
Servizio
Servizio
Servizio
Prodotto
Prodotto
Prodotto

Copyright © 2017 GELLIFY S.p.A. All rights reserved
Un cambio di paradigma
Dal prodotto al servizio

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Asimmetrie informative
Prodotto (Search Goods) Servizio
Fonte: https://www.ambrosetti.eu/wp-content/uploads/22_09_Verso-la-Servitization.pdf
 Visibile, Comprensibile, Descrittivo
 Replicabile e comparabile
 Intangibile, basato su bisogni emotivi
 Esperienziale e stabile sul mercato

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Che cosa è un servizio
Un insieme di soluzioni che soddisfano i bisogni
degli utenti, ad alto valore aggiunto, erogati in
maniera esperienziale.

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Dimensioni di un servizio
Affidabile Tangibile Reattivo CertificatoEmpatico
Delivery Quality Service, By Zeithaml, Parasuraman, Berry - 1990

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Value-adding

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Relazione tra crescita ed investimento nei servizi

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Benefici della servitization
Crescita del fatturato
Customer retention
Maggior resilienza sul mercato
Scalabilità
Benefici ambientali e sociali

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Modelli di servitization
Casi pratici

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
IBM CORPORATION
IBM Business Consulting services opera in più di 160 paesi

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
CATERPILLAR
Con Cat Product link ha implementato la manutenzione predittiva

Copyright © 2017 GELLIFY S.p.A. All rights reserved.Copyright © 2017 GELLIFY srl. All rights reserved.
SAIIA CONSTRUCTION
Saiia Construction di
Birmingham, in Alabama,
ha visto una riduzione
fino al 75% degli
incidenti causati dagli
operatori.

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
PHILIPS
Total care: Light as a services

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
GENERAL ELECTRIC
Brilliant Factory

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
KIA MOTORS

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
XEROX

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Una nuovo business model: Advaced services
Ali Ziaee Bigdeli, Aston Business school, 2016
Advanced services are propositions, where
the provider (the manufacturer) engages
in in-depth customer interaction and
extensive capability integration, and
through a co-creation process delivers
functional values to that customer.

Copyright © 2017 GELLIFY S.p.A. All rights reserved.

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Servitization drivers
Product oriented
 Product related
 Consulting
 Product leasing
 Product renting/sharing
 Product pooling
Use oriented Result oriented
 Activity management
 Pay per service unit
 Functional result

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Servitization Revenue Model
Monthly subscription Fremium subscription Usage-based
Output-based Outcome-based Hybrid model

Copyright © 2017 GELLIFY S.p.A. All rights reserved.
Da azienda di prodotto a “Company as a service”
Servitization journey

Copyright © 2017 GELLIFY S.p.A. All rights reserved
Da azienda di prodotto a “Company as a service”
Product provision
Prodotto
Prodotto
Servizi
o
Servizi
o
Servizi
o
Servizi
o
Servizio
Prodott
o
Prodott
o
Prodott
o
Augmented product
(consegna, riparazioni,
monitoraggio delle
funzionalità)
Advanced services
(customer centric +
servitization business
model)

Copyright © 2017 GELLIFY S.p.A. All rights reserved
Da azienda di prodotto a “Company as a service”
Platform
Servizio
Servizio
Servizio
Servizio
Company as
a service
Unit
Unit
Unit
L’azienda è una piattaforma
di servizi per terze parti
Le funzioni dell’azienda
diventano servizi per altre
aziende

Copyright © 2017 GELLIFY srl. All rights reserved.
The servitization journey
Company
Assessment
Customer
relationship
Revenue
model

Copyright © 2017 GELLIFY srl. All rights reserved.
The servitization journey
Company
Assessment
Customer
relationship
Revenue
model
Servizi
sommersi
Need mapping
Build a Customer
relationship
Lean
MVP
Core
competences
Co-design
Starting from
Product lifecyrcle
Monitoring
Redesign KPI

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"Explore Talks" Servitization - presentazione di Valeria Murru

6. Copyright © 2017 GELLIFY S.p.A. All rights reserved. Asimmetrie informative Prodotto (Search Goods) Servizio Fonte: https://www.ambrosetti.eu/wp-content/uploads/22_09_Verso-la-Servitization.pdf  Visibile, Comprensibile, Descrittivo  Replicabile e comparabile  Intangibile, basato su bisogni emotivi  Esperienziale e stabile sul mercato

15. Copyright © 2017 GELLIFY S.p.A. All rights reserved.Copyright © 2017 GELLIFY srl. All rights reserved. SAIIA CONSTRUCTION Saiia Construction di Birmingham, in Alabama, ha visto una riduzione fino al 75% degli incidenti causati dagli operatori.

20. Copyright © 2017 GELLIFY S.p.A. All rights reserved. Una nuovo business model: Advaced services Ali Ziaee Bigdeli, Aston Business school, 2016 Advanced services are propositions, where the provider (the manufacturer) engages in in-depth customer interaction and extensive capability integration, and through a co-creation process delivers functional values to that customer.

22. Copyright © 2017 GELLIFY S.p.A. All rights reserved. Servitization drivers Product oriented  Product related  Consulting  Product leasing  Product renting/sharing  Product pooling Use oriented Result oriented  Activity management  Pay per service unit  Functional result

26. Copyright © 2017 GELLIFY S.p.A. All rights reserved Da azienda di prodotto a “Company as a service” Product provision Prodotto Prodotto Servizi o Servizi o Servizi o Servizi o Servizio Prodott o Prodott o Prodott o Augmented product (consegna, riparazioni, monitoraggio delle funzionalità) Advanced services (customer centric + servitization business model)

27. Copyright © 2017 GELLIFY S.p.A. All rights reserved Da azienda di prodotto a “Company as a service” Platform Servizio Servizio Servizio Servizio Company as a service Unit Unit Unit L’azienda è una piattaforma di servizi per terze parti Le funzioni dell’azienda diventano servizi per altre aziende

29. Il nostro modello

31. Copyright © 2017 GELLIFY srl. All rights reserved. The servitization journey Company Assessment Customer relationship Revenue model Servizi sommersi Need mapping Build a Customer relationship Lean MVP Core competences Co-design Starting from Product lifecyrcle Monitoring Redesign KPI

32. GRAZIE #XT2018 #Servitization PARTNER

"Explore Talks" Servitization - presentazione di Valeria Murru

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"Explore Talks" Servitization - presentazione di Valeria Murru