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Servitization ict

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Servitization ict

  1. 1. Dr Victoria Uren Aston Centre for Servitization Research and Practice Servitization – a knowledge perspective
  2. 2. ‘People don’t want a quarter inch drill. They want a quarter inch hole!’ Theodore Levitt, Harvard Business School
  3. 3. Plan Introduction to Servitization and the Aston Centre for Servitization Research and Practise Knowledge/ICT systems for servitization Knowledge related research in the Centre
  4. 4. Plan Introduction to Servitization and the Aston Centre for Servitization Research and Practise Knowledge/ICT systems for servitization Knowledge related research in the Centre
  5. 5. Why is Servitization a Knowledge Challenge? • The Need for Knowledge •Deeper relationships with customers •Ongoing support of products •Digital resources become part of product-service offering (e.g. predictive maintenance) •Enabling transformation • Innovation challenges •Remote condition monitoring •Analytics capability •Data ownership and surveillance •Games & gamification
  6. 6. ICT & Servitization Example 1: Endress + Hauser • Manufacturers of measuring instruments & automation solutions • Stage 1 – ERP extension •Increase transparency & adequacy of information on installed measuring instruments •Mean-time-to–repair, mean-time to recover improved •Increased repair, calibration & maintenance business • Stage 2 - Web-based asset management system •Customers accessing information for their own processes •Co-creation of value scenario Source: Kowalkowski et al (2013) ICT as a catalyst for service business orientation, J. Bus. & Ind. Marketing, 28(6), 506-513
  7. 7. KM & Servitization Example 2: MAN Truck • Sensor-enabled performance monitoring of trucks • Online solution for fleet management •sensor enabled monitoring of truck & driver performance •legal compliance, •plan, manage and track journeys. • 10 billion kilometre database of truck data •Fuel consumption improved 10% •CO2 emissions reduced 10-15% Source: Aston Business School (2013) Servitization Impact Study https://connect.innovateuk.org/documents/416351/3926914/Servitizati on+impact+study.pdf/
  8. 8. Plan Introduction to Servitization and the Aston Centre for Servitization Research and Practise Knowledge/ICT systems for servitization Knowledge related research in the Centre
  9. 9. Knowledge as a strategic resource (Dr Andreas Schröder) High value of monitoring infrastructure Data from service provision accumulates Expert knowledge in interpreting and analysing data Knowledge sharing with customers improves their operations
  10. 10. Gamification for Servitization ICT cluster • 5 year EPSRC ICT cluster •Community building & research • Partners: Aston University, Advanced Manufacturing Research Centre, (Serious Games Institute) • Games for informing, educating and training senior managers about servitization •Serious games use video game technology to educate and inform •people learn better if they are engaged & entertained •1st prototype teaches Advanced, Intermediate & Base services concept
  11. 11. iServe – prototype servitization game The beer is off! What is the best solution for our pub?
  12. 12. Upcoming Events Spring Servitization Conference 2015 18th&19th May Aston Business School http://www.aston.ac.uk/a ston-business- school/research/event s/ssc2015/ International Gamification for Business Conference 2015 September Aston Business School Details to be released soon
  13. 13. Thanks to Tim Baines Eleanor Musson Ali Bigdeli Pangiotis Petridis Andreas Schroeder

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