Roadmapping product service combinations

transcript

Roadmapping voor Product-Service systemsThe product service integrated roadmapLecturer: drs. Ir. J.R. Helmus

@JRHelmus / 35 yrs/ Father / Fiat X1-9 / AmersfoortNL Executive board PDMA / Lateral thinker

@HvA – lecturer innovation management / Senior researcher e-mobility

@UvA CSL – PhD research on Agent based model for optimizing

EV charging infrastructure

The University of Applied Sciences Amsterdam

The UASA Urban Technology research program supports stakeholders within the charging infrastructure ecosystem by developing and monitoring rollout strategies

Monitoring performance Predictive analytics Modelling & simulation

100000

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Total beforecleansing

Connection timerepair

Physicly impossiblecharge sessions

Unknown data Double records Short time Double provider Net usable records

Causes of ~35% data removal per error type

source: website urban technology

From Helmus vd. Hoed, (2015)

The Netherlands is a frontrunner in E-mobility• Forced by EU emission regulations and clean air policies. • For example, Amsterdam aims to have an emission free city center in 2025• Vision is that charging infrastructure might not be the main barrier to switch to EV from ICE • Broader vision on sustanable energy transition in the netherlands (energie akkoord, 2015)

Main problem to solve: optimization of charging infrastructure usage and rollout

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

20-3-2016

What if your thermostat didn’t need you…Example of a future vision

Objectives for this lectureAfter 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

• 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

Structure of this lecture

Part 1:Technology roadmapping

Part 2:Business or innovation roadmapping

Part 3: Roadmapping for product-service combinations

Part 0

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?

There is a lot of buzz about the same concept

Identification, selection, acquisition, exploitation and protection

Technology roadmapping—A planning framework for evolution and revolutionRobert Phaal*, Clare J.P. Farrukh, David R. ProbertTechnology forecasting and social change, 2004/vol 71 UK accepted 26 May 2003

PRODUCT LINE A

PRODUCT LINE B

PRODUCT LINE C

A1 A2 A3 A4

B1 B2 B3

C1 C2 C3

TECHNOLOGIESEXTERNAL

TECHNOLOGIES

technology bb

technology pp technology qq

technology aa

technology xx technology yy technology zz

INTERNAL

technology a1 technology a2

technology p1 technology p2 technology p3

YEAR 1995 1996 1997 1998 1999 2000 2001

Philips generic format

in different forms and shapes Roadm

apping basics

yet in basis, there are only two kinds of roadmaps.

Technology Roadmapping (TRM)• Initiated by government or branch• Transcending companies• Often for cluster/branch/sector• Scope: 10-20 year• Goals: identify need for research and

priorities for research• No ownership• Not confidential, often public

Business Roadmapping (BRM)• Initiated by a company• Company specific• For a company, product of product range• Scope: approx 5 year• Goals: develop a practical planning for achieving the company's vision• Company is owner• Confidential

The basics

Technology roadmappingPart 1

We are the top management team of Philips Healthcare

Imagine….

Suddenly this man walks in…

And we need to come up with an innovation plan for our business unit otherwise it will be sold….

We have only one hour to tell him about the innovations inhealth we willcome up with for the next 3 years..

Our innovation funnel is at least two years…

How will we be able to come up with this plan for future

innovations?

Age, Family History, Living environment, Social connectedness

Weight: ScalesHeight, Waist, Hip: Tape Measure, Clothes fit, Lean body mass

Temperature: Thermometer (surface, core heat)

Appearance: Photo , Video, Body imaging

Heart Rate: Wristband, Breast band, Sticker sensor

Body Fat: BMI, Impedance

Activity: Pedometer , Accelerometer, HR, HRR, O2/CO2Psychological & Physical health: HR, HRV, Glucose, Lithium, (…)

Fitness: Flexibility, Strength, Endurance Respiratory: FEV

Sleep: Accelerometer, Electrical

Stress: Breathing rate, BP, Galvanic skin resistance, HRV, Salivary, Cortisol

Cardiovascular risk: HRV, BP, arterial plaque, Cholesterol

Physiological health: DNA, Immune status

Future

Nutrition: Intake, Marco/micro nutrients

Medicine adherence: Sender pill

Sensory: Vision, Aural, Tactile Thermal, Taste

A master of science should be able to develop a vision on future technologies

For example on Ehealth

Technology Roadmapping

Technology roadmap

Example of a technology roadmap for newspaper related technologies

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

Timing of technology research and development is crucial for a company’s performance

Required time to implement technology

5 - 10 year 3 - 5 year 1 - 2 year

research

Future

Current projectsMissed opportunity

problemB

AInnovation matrix for a specific technology

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

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

The Scurve model helps to gain insight in technology development

Current technolgy

New technology

CASH COW

QUESTION MARK

DOGPerf

effice

Carefully choose one or more technology performance indicators

Ideal timing moment for new technology implementation

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?

Many research companies publish technology roadmaps or forecasts

Bottom up assessment to within value chain to create technology roadmap

Chipmachine producers Chip producers

Examples are: Accenture/ mcKinsey/ Batelle/ Rand

Purchases new technology equiptes machinesroadmaps nieuwe producten

Sales new technology equipped machinery

Examples of public Dutch technology roadmaps

• Elektricity Technology Roadmap (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

traditional Business Roadmapping

The basicsThe requirements

factor time in a roadmap push versus pull

Roadmap input methods relation with

Business Roadmapping

Part 2

Business or innovationRoadmapping

vandaag

The basic idea of roadmapping is simple

Technology/knowledge/Competences

Product/service

Business/Market

“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?”

soon tommorrow

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!

Technologies/knowledge/Competences

Product/service

Business/Market

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)

past futuretoday roadmap

MARKET

TECHNOLOGY

Mind the technology roadmap

Using pre-announcements can help to adjust the disciplines in the roadmap - particularly production versus demand over time

http://mynokiablog.com/2011/10/01/rumours-nokia-windows-phone-nokia-ace-to-have-4-3-amoled-1800mah-and-lte-4g-att-q1-2012-searaysabre-specifications-inside/

‘‘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’’.

It makes it even be possible to finance the scale up process

• 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.

Online prelaunch orders proved to be effective and efficient in locking customers with the preannounced products.

NPP becameincreasingly popular recently, especially in thecompetitive high-techindustries.

Examples

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

Technologie/Kennis/Competenties

Product/Dienst

Business/Markt KNOW WHY

KNOW WHAT

KNOW HOW

KNOW WHEN

At best the relationships between projects and layers are to be made explicit in the roadmap

Productie proces3

Markt1

Product/Service2

What kind of mistake did google made?Business Roadmapping

Several methods can be used to achieve a future planning

Examples of methods• SWOT-analysis

• portfolioanalysis

• competitor analysis

• market- en trendresearch

• technology assessment

• scenario-development

Hier zie je ook de rol van de technology roadmap verschijnen

Possible future

Mid term future

Short term future

Possible future

1. Trendanalysis2. Scenario development3. Backcasting4. Roadmapping5. Portfoliomanagement5.

iPad Mini kannibaliseert verkoop originele iPadAMSTERDAM - 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.

48http://www.nu.nl/gadgets/3190250/ipad-mini-kannibaliseert-verkoop-originele-ipad.html

What would Apple do with their roadmap when introducing a new product?

iPad Mini kannibaliseert verkoop originele iPadAMSTERDAM - 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.

49http://www.nu.nl/gadgets/3190250/ipad-mini-kannibaliseert-verkoop-originele-ipad.html

What would Apple do with their roadmap when introducing a new product?

A connection between the technology roadmap and business roadmap can be made

Product-Technology options evaluation

Roadmapcreation

Define targets

Product-Market analysis

Marketinformation

Technology Assessment

Identification of Technology

Project proposals

Bron: EIRMA /Phaal et al.

proces

Another example of a innovation process that uses several roadmaps

20-3-2016

Visie IBM

Roadmapping for product-service combinations

Technology roadmapping for technology-basedproduct–service integration: Youngjung Geum, Sungjoo Lee, Daekook Kang, Yongtae Park J. Eng. Technol. Manage. 28 (2011) 128–146

PS Roadmapping

Part 3

PS Roadmapping

Product service combinations have different cash flows …

PS Roadmapping

Cash flows for (internet) services

PS Roadmapping

Product service combination have a different cash flow pattern since different cash flows can be generated from product/service side

PS Roadmapping

This generates a typical kind of freedom within the roadmap…

That is because P/S systems contain several typical elements

PS Roadmapping

Example:

What’s on this managers mind at the end of each year?

Harold GoddijnWhat are the minimum requirements for my product to be delivered? And what can I deliver later (after sales)?

PS Roadmapping

The minumum viable product is a guideline first product release and follow up

http://www.userdrivendev.com/p/mvp-for-enterprise.html``

PS Roadmapping

Location of intelligence (software) and update potential is a design choice

PS Roadmapping

To gain full advantage of this seperation the roadmap should be adjusted

Technology

(interface)

Service

Business/Markt

Product

Knowledge/

competences

PS Roadmapping

Technology as an enabler

Technology directly enables the integrationof products and services, directly infused inthe process of integration.

Even the individual product or service is nottechnology-embedded; the integration canbe realized by the technology.

Bron: CSI – Bob williams

Technology indirectly enables the integrationof products and services by being applied tothe both products and services and providing the means for integration

PS Roadmapping

Technology mediates the product-originated integration, particularly thetechnology-based servitization

Technology mediates the service-originatedintegration, firstly applied to the serviceand the service is productized to providethe more valuable information

Bron: www.evalan.com

Technology as an mediator

PS Roadmapping

Technology and products are independently applied to the services, facilitating the product–service integration.Mostly happens in technology-basedmaintenance service

Technology facilitates the integrationof products and services,especially the integration towardthe product

Technology as a facilitator

www.plymovent.com

PS Roadmapping

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

PS Roadmapping

Development of the roadmap on macro level (1)

PS Roadmapping

QFD / linking grid is the proposed method to connect P/S/T within the roadmap

Service features adjusted to customer value drivers

Linking the features enablesbest selection of technology

Intermediary step from service to technology embedded service

PS Roadmapping

Example of QFD / linking grid

Score van concurrentie

Relatie van de eigenschappenValue map en attributen tabel

klantwensen

Product eigenschappen

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?

PS Roadmapping

Case 2: productization of manual development

We are bound to create a tool that automatically develops manuals from input by users.

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.

PS Roadmapping

The end result displayed in a roadmap

PS Roadmapping

Homework assignment

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.

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

PS Roadmapping

20-3-2016

Jurjen Helmus@JRHelmusJ.R.Helmus@hva.nl0645464751

Roadmapping product service combinations

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