42629 lecture 2 pt4
DESCRIPTION
Product/Service Orientation http://www.youtube.com/watch?v=FAXyf30CnmcTRANSCRIPT
Product/Service OrientationThomas J. [email protected] Contributions from: Tim C. McAloone, Niki Bey & Krestine Mougaard
Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement:
“Original material created for the PROTEUS project and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU”
2012Material provided by Tim C. McAloone and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU
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In your teams discuss the following scenario:
“You have been developing and selling microwave ovens for many years and
have seen profits steadily falling due to increase competition. How could you add a service dimension to your business and what market segment would you target?
2012Material provided by Tim C. McAloone and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU
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Based on Tukker & Tischner 2006
SERVICE ORIENTATION
PRODUCT ORIENTATION
PRODUCT• Product related
service
• Product related consultancy
USE• Product lease
• Product renting
• Pay per service unit
RESULT• Activity management
• Functional unit
Product/Service Orientation
2012Material provided by Tim C. McAloone and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU
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Product/Service Orientation
2012Material provided by Tim C. McAloone and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU
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SUPPORT OF CUSTOMER’SACTIVITIES
CUSTOMER’S ACTIVITY
CYCLE
PRODUCT’S LIFE CYCLE
TR
AN
SP
OR
T
RA
W M
AT
ER
IALS
AS
SE
MB
LY
MA
NU
FAC
TU
RE
SA
LES
DIS
PO
SA
L
INS
TALL
AT
ION
MA
INT
EN
AN
CE
US
E
Product Life & User Activity Cycles
Tan, A., McAloone, T.C., Andreasen, M., “What happens to integrated product development Models with product/service-system approaches?”, The 6th Integrated Product Development workshop, 2006
2012Material provided by Tim C. McAloone and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU
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Strategies of Service Design
Product
Product use services• Maintena
nce
• Repair
• Spare parts
• Warranty
Product life services• Supplies
• Installation
• Auxiliary input
• Upgrade
• Disposal
Customer activity services• Training
• Planning
• Designing
• Specifying
• Operating
• Measuring
Business supporting services• Consulting
• Financing
• Managing
• Partnering
• Outsourcing
Design for Serviceability [Dewhurst 1994]
Design for Supportability[Goffin, 2000][Takata et al. 2004]
Design for Service[Harrison, 2006]
2012Material provided by Tim C. McAloone and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU
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Strategies for Service Design
2012Material provided by Tim C. McAloone and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU
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Designing a PSS
We need to adopt new approaches for making substantial changes:– For the end-user:
o New patterns of usage, lifestyle, purchasing and flexibility
– For the producing company:o Maintain contact, supply, maintenance, upgrading, disposal, and
recycling of the producto See utilisation of the product as the delivered serviceo Realise new ownership patterns such as renting, leasing, service-
contracts, etc.o Identify new markets and greater share by re-defining core business
– For society:o Increased product efficiency (due to the producing company having
increased liability for-, insight into- and ownership over the product)o A closer relationship between social needs and the products that
industry supplies (due to the voice of the customer being louder and clearer than before)
2012Material provided by Tim C. McAloone and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU
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PSS can be an effective way to bring suppliers closer to customers while responding more to the customer’s
real needs.
Services should be integrated into the design of products where
valuable.
2012Material provided by Tim C. McAloone and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU
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Questions
?
2012Material provided by Tim C. McAloone and adapted for course 42629, Innovation and Product Development Department of Mechanical Engineering, DTU
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Exercise
In your project teams, try to synthesise at least 3 PSS business configurations that for you business ideas.
Try to consider what, where, when and how your customers would pay for your offerings.