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UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
Zane Smilga
www.verhaert.com
INNOVATIONDAY – OCTOBER 22nd, 2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
services attached to products
- costs & headaches?
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL 22.10.2010
the service sector amounts to ~ 70% of total value in economy
service sector
services
building
Industry
agriculture
& fishing
Government, healthcare, education
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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service innovationnew solutions & experiences
emerging in all industriescreating new and re-creating existing markets
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
when product performance is good enough… locate your innovation potential elsewhere!
TIME
PRO
DU
CT
PER
FOR
MA
NC
E
Good enough for your customersContinuous innovation of your products
?
POTENTIAL FOR
SERVICE INNOVATION
extended space for innovation
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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new landscape
- new enabling technologies - globalization
- high specialization
- social change
experiencetransactions
serv
ice
mer
chen
dize
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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• more value to customers
• diversification of revenue models to your business
• possibilities for higher margins
• higher control over market (market power)
• user-centric approach
what is “the service-innovation bet” about?
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL 22.10.2010
product & service - what is the difference?
use processexperienceinteraction
…
extent of tangibility
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL 22.10.2010
job to be done
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
renting a seat in airplane?
…or a fast, comfortable, entertaining travelling?
Pictures: http://boardingarea.com/, airplane-pictures.net22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
services and value
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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service innovation ecologystakeholders & market needs- new-interpretation of market- customer experiences and processes- re-organization of value network- taping into new-generation opportunities
portfolio-‘modules’ : matching different needs of customers as solutions- responsive architecture & new system- enabling environment
business model- creating and realizing new value adding services- matching the new approach to customers, business management capacities and revenue targets
SERVICEINNOVATION
NEW BUSINESS
MODEL
NEW PERSPECTIVE ON
STAKEHOLDERS & MARKET NEEDS
NEW CONCEPT OF
PORTFOLIO
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
journey of your customers
building a stronger engagement
… between your offering and customers
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
emerging customer experiences
meaning
function
cost
status
lowest cost
does the job
tells others about me
tells me about me
COMMODITY
EXPERIENCE
different experiences
different customer segments
different service innovation opportunities
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
service blueprint map
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
blockbuster or niche market?
/Anderson, 2004/
The new market place
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
Amazon – a user driven platform
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
user driven service approach
SERVICE STAGE LEVEL OF USER ENGAGEMENT
service development & production
everybody can become a service/content provider by using service components produced by others
service promotion everyone can participate in evaluating, recommending and promoting services to others
service delivery everybody can provide a service (on shared platform)
service consumption everyone can customize or compose own services
enabling service platform there are free tools, software programs and components available, which can be used to develop, deliver and implement services
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
test and prototype service innovationput yourself in the shoes of your customer
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
value proposition
portfolio design:
• complementary modules
• smart architecture • enabling system
core product
untapped value is often hidden in complementary products and services
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
value proposition
• love strings to customers
• profit strings to business model • extended capability strings to partners
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
shift in business model
22.10.2010
Osterwalder
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
service innovation
• How to generate service innovation ideas? How to identify a service innovation opportunity? • How to develop and assess a concept of service innovation? • How to take an advantage from open-service innovation?
• What are enabling technologies for service innovation?
• How to reorganize a value network for the benefit of service innovation?
• What changes in business model should be considered?
• How to test, prototype and develop service innovation?
• How to do a service innovation management?
registration & more information:www.mastersininnovation.com
[email protected].: +32 (0)3 250 19 00
interested to participate?
TRAINING “SERVICE INNOVATION”
November 26, 2010
22.10.2010
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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CONFIDENTIAL
VERHAERT
Hogenakkerhoekstraat 219150 KruibekeBelgiumTel +32 (0)3 250 19 00Fax +32 (0)3 254 10 [email protected]