roadmapping product service combinations
DESCRIPTION
A lecture given at the study Master Integrated service engineering about roadmappig product service combinations, like internet of things. This lecture is divided in three parts (1) technology roadmapping and technology forecasting (2) business roadmapping (3) roadmapping for product service combinations. This lecture aims to give guidelines for innovators developing product service combinations, like internet of things. This lecture is based on several influential scientfic article about roadmapping. The two main articles are: Technology roadmapping—A planning framework for evolution and revolution Robert Phaal*, Clare J.P. Farrukh, David R. Probert Technological Forecasting & Social Change 71 (2004) 5–26 Technology roadmapping for technology-based product–service integration: Youngjung Geum, Sungjoo Lee, Daekook Kang, Yongtae Park J. Eng. Technol. Manage. 28 (2011) 128–146 For more information please contact me.TRANSCRIPT
Roadmapping voor Product-Service systemsThe product service integrated roadmapLecturer: drs. Ir. J.R. Helmus
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As a master of integrated service engineering you might be interested in the Product Development Management Association
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lateral thinking is my passion
5Cicada Innovation 2012
General practitioner
District Nurse / Home Care
ContentMonitoringcocreationcommunicationfinance
Fragile elderly
Family care
?
Product-service Innovation for Elderly project 2012
25-3-2013
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
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
B4
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
TechnologyRoadmapping
The basics
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
Today
Future
Nutrition: Intake, Marco/micro nutrients
Medicine adherence: Sender pill
Sensory: Vision, Aural, Tactile Thermal, Taste
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A master of science should be able to develop a vision on future technologies
For example on Ehealth
Technology Roadmapping
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Technology roadmap
Example of a technology roadmap for newspaper related technologies
Technology Roadmapping often results in typical conjoint roadmap based on scientific sources
Technology Roadmapping
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
Well
un
ders
tood
pro
ven
un
pro
ven
Unce
rtain
ty o
f te
chnolo
gy
research
Future
Current projectsMissed opportunity
problem
B
F
CD
E
G
A
Innovation matrix for a specific technology
Technology Roadmapping
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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
Technology Roadmapping
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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
Technology Roadmapping
The Scurve model helps to gain insight in technology development
time
Tech
nolo
gie
waard
e
Current technolgy
New technology
STAR
CASH COW
QUESTION MARK
DOG
DOGPerf
orm
an
ce (
e.g
.. %
effi
cen
cy/$
)
Carefully choose one or more technology performance indicators
Ideal timing moment for new technology implementation
Technology Roadmapping
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.
Technology Roadmapping
Which technology performance indicators would you use?
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.
Technology Roadmapping
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.
Technology Roadmapping
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
Technology Roadmapping
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
Technology Roadmapping
Technology Roadmapping
traditional Business Roadmapping
•The basics•The requirements• factor time in a roadmap• push versus pull• Roadmap input methods• relation with
Business Roadmapping
vandaag
The basic idea of roadmapping is simple
time
Technology/knowledge/Competences
Product/service
Business/Market
Business Roadmapping
Today
“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!
Business Roadmapping
`
tijd
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
PULL
TECHNOLOGY
PUSH
Business Roadmapping
Mind the technology roadmap
Using pre-announcements can help to adjust the disciplines in the roadmap - particularly production versus demand over time
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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’’.
Business Roadmapping
It makes it even be possible to finance the scale up process
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• 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
Business Roadmapping
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
tijd
Technologie/Kennis/Competenties
Product/Dienst
Business/Markt KNOW WHY
KNOW WHAT
KNOW HOW
KNOW WHEN
Business Roadmapping
At best the relationships between projects and layers are to be made explicit in the roadmap
Productie proces3
Markt1
Product/Service2
Business Roadmapping
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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
Possible future
Now
1.
2.
3.
4.
1. Trendanalysis2. Scenario development3. Backcasting4. Roadmapping5. Portfoliomanagement
5.
Business Roadmapping
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.
38http://www.nu.nl/gadgets/3190250/ipad-mini-kannibaliseert-verkoop-originele-ipad.html
Business Roadmapping
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.
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proces
Another example of a innovation process that uses several roadmaps
25-3-2013
Visie IBM
Roadmapping for product-service combinaties
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
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PS Roadmapping
Product service combinations have different cash flows …
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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
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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:
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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
De plek waar de intelligentie en de connectie zit bepaalt de ontwerper
PS Roadmapping
To gain full advantage of this seperation the roadmap should be adjusted
time
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
Bron: CSI – Bob williams
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
Bron: CSI – Bob williams
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
Development of the roadmap on macro level (2)
PS Roadmapping
Development of the roadmap on macro level (3)
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
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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
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Case 2: productization of manual development
We are bound to create a tool that automatically develops manuals from input by users.
How would our roadmap be created?
PS Roadmapping
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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.
How would our roadmap be created?
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
