servitization wim coreynen

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3rd International Business Servitization Conference 13-14 November 2014 Bilbao

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  • 1. Thebumpyservitizationroadupstreaminthevaluechain:strategies,enablers&barriersindigitizationWimCoreynenPaulMatthyssensKoenVandenbempt

2. OverviewIntroductionResearchframeworkPreliminaryintegrativeframeworkResultsConclusions 3. IntroductionThemanybene=its/opportunitiesofservitization&digitization:Servitization:commercialbeneEits,dealwithcommoditization,competewithlowercosteconomies,analternativetoproductandprocessinnovationDigitization:inEinitepossibilitiesforconnectingpeople,systems,companies,etc.,enhanceoperationalperformance,deepencustomerinsightIncreasingattentionandclearlinksbetweenbothEieldsofstudy,yetnoconnectiononamorestrategiclevel 4. IntroductionAddresstwoshortcomings:Treatdigitizationasafacilitatorforstrategicservitizationpurposes,notamereupgradingofdigitaltoolsFocusonSMEs,forwhomthereisnopredeEinedtransitionprocessforserviceinfusionOuraimisto=indhowSMEscanimproveonservitizationthroughdigitizationAlso,topinpointanddescribeenablersandbarrierswhenimplementingnewtechnologies 5. Researchframework 6. Preliminaryintegrativeframework 7. AlphaBetaCharlieFounded198619702008Revenue33million(2013)5.9million(2012)1.2million(2013)#employees1706012MainproductsElectricalswitchboardsPrecision-engineeredcomponentsFuncEonalsolesClientsLocalOEMs&installersWidevarietyofinternat.clientsLocalchiropodistsResultsCasestudies 8. AlphaBetaCharlieTechnologyWebapplicaEonDirectdigitalmanufacturingDigitalfootscannerProductdimension(1)UniqueswitchboardsMorepreciseteethprostheEcs,alsostronger&lighterPersonalizedfuncEonalsolesServicedimension(2)BuildingswitchboardsModelling&prinEngprostheEcsModelling&mouldingsolesBusinessmodeldimension(3)LicensingthewebapptocompeEtorsabroadNewapplicaEonssuchasopEcians-ResultsPreliminaryintegrativeframework 9. ResultsBarriers&enablersAlphaBetaCharlieEnablersIncreaseinspeed,lessstock&generatedocsautomaEcallyIncreaseinspeed,nostock,cleaner,safer,lessmaterials,energy&lesslabourIncreaseinspeed,nostock&cleanerBarriersDifficulttoconvinceemployees&inEmidaEonbysuppliersDifficulttoconvinceclients&inEmidaEonbyclientsDifficulttoconvinceclients 10. ConclusionsThroughdigitization,SMEsmaydeepencustomerrelationsthrough:offeringmorecustomizedsolutions(productdimension)thatarebetterintegratedintheclientsprocesses(servicedimension)Thismayleadtohigheroperationalperformanceaswellasnewrevenuestreams(businessmodeldimension)throughopeningupnewmarketsand/orapplications,Indoingso,companiesneedtodevelopnewcapabilitiesforconvincingemployees,clientsandsuppliers. 11. Questions?E:wim.coreynen@ams.ac.beT:@WimCoreynenL:linkedin.com/in/wimcoreynen 12. OPENINGMINDSTOIMPACTTHEWORLD