Product Service Seminar ‘Business Beyond Products’

April 15, 2010 – Amsterdam

Bart Nieuwenhuis

• Exser– centre for services innovation– managing director

• University of Twente– professor at school of

management & governance

Exser: center of service innovation

• Exser supports service providing industries

• independent foundation, a service organization – enable cross-sector service innovation– builds and support service innovation communities – provides access to relevant knowledge sources– organize executive courses for business innovators

• service provisioning companies– become partner of Exser

• Rabo, Océ Technologies, Hay Group, Agis, …

– join one of the service innovation programs

Exser: center of service innovation

• Mission– promote and improve service innovation in the Netherlands. – increase competitive strength Dutch Service Sector internationally

• independent organization based in WTC Alnovem in Almere– about 25’ drive from major services industries

• Amsterdam, Hilversum, Utrecht • fastest growing city of NW Europe

• small team of service innovation experts– own team of eight persons– freelance experts from industry and academia

• starting grant of € 4 million

Opening of Exser – December 2008Bart Nieuwenhuis; Martine Visser; Anne Bliek; Annemarie Jorritsma; Maria van der Hoeven

Service innovation & servitization, some facts…

• service sector– 70% of Dutch GDP (CBS, 2009)– 80% of the Dutch labor force (CBS, 2009)

• manufacturing sector– up to 50% have services-related occupations (OECD, 2005)– 25-30% of total turnover is added by services (OECD, 2005)– the manufacturing industry is “servitizing” (Desmet et al., 2003).

• service innovation– is more complex than product innovation (Cambridge, 2008)– receives relatively little explicit attention (ESB, 2004, Dutch)

Services are important for manufacturing

• More attention for services and service innovation is needed– industries, public authorities, universities

• Time for a change– changing needs of consumers in Europe– keep up with international competition

• Services are main source of economic growth– more added value than goods– services part in export needs to grow– increase our investments in services and service innovation

• Vision– within ten years more than 50% of the products are services

• private companies and innovations

Schedule Seminar Business beyond Products

13.25 Opening, welcome and introduction

13.35 Plenary Presentations

16.30 Break

16.50 Breakout sessions

18.00 Wrap up, special proposal by Exser & closure

18.15 Opportunity for networking with drinks

Service design at Philips Design

Mark Hartevelt

Sr Director Service Design

10

10

Create valueProduct, experience design

Communicate valueOnline, packaging, print, point of sale

12

Partners in innovation

value for peoplethrough valuing people

Multi disciplinary Service design

sociologists

anthropologists

visual communication designersproduct designers

psychologists

human factors specialists

brand consultantsonline designers

project managersinteraction designers

innovation consultantsvisual trend analysts

Incubators

DirectLife,

Lighting

Lumileds, Lighting controls, Street sensors

Philips' product services today

Consumer Lifestyle

Net TV, GoGear, Photoframe Streamium,

Healthcare

Maintenance, Raytel, Lifeline,

Innovation through understanding of consumer needs

16

Three main themes for today

Marketing integrated product and service solutions

Organizational transformation

Plenary Presentations

13.35 Prof. dr. ir. Roland van Dierdonck from Vlerick Leuven Gent Management School on the need and opportunities for servitization for manufacturers

14.10 Bram Elderman from Apple on understanding consumer needs

14.45 Pieter Vervoort from Philips on business models and marketing

15.20 Guido Abbenhuis from Océ on organizational transition

15.55 Paulien Strijland from Nokia on transformation from product to services/web