Servitization ict

Dr Victoria Uren

Aston Centre for Servitization Research and Practice

Servitization – a knowledge perspective

‘People don’t want a quarter inch drill. They want a quarter inch hole!’

Theodore Levitt, Harvard Business School

Plan

Introduction to Servitization and the Aston Centre for

Servitization Research and Practise

Knowledge/ICT systems for servitization

Knowledge related research in the Centre

Plan

Introduction to Servitization and the Aston Centre for

Servitization Research and Practise

Knowledge/ICT systems for servitization

Knowledge related research in the Centre

Why is Servitization a Knowledge Challenge?

• The Need for Knowledge

•Deeper relationships with customers

•Ongoing support of products

•Digital resources become part of product-service offering (e.g. predictive

maintenance)

•Enabling transformation

• Innovation challenges

•Remote condition monitoring

•Analytics capability

•Data ownership and surveillance

•Games & gamification

ICT & Servitization Example 1: Endress + Hauser

• Manufacturers of measuring instruments & automation

solutions

• Stage 1 – ERP extension

•Increase transparency & adequacy of information on installed measuring

instruments

•Mean-time-to–repair, mean-time to recover improved

•Increased repair, calibration & maintenance business

• Stage 2 - Web-based asset management system

•Customers accessing information for their own processes

•Co-creation of value scenario

Source: Kowalkowski et al (2013) ICT as a catalyst for service

business orientation, J. Bus. & Ind. Marketing, 28(6), 506-513

KM & Servitization Example 2: MAN Truck

• Sensor-enabled performance monitoring of trucks

• Online solution for fleet management

•sensor enabled monitoring of truck & driver performance

•legal compliance,

•plan, manage and track journeys.

• 10 billion kilometre database of truck data

•Fuel consumption improved 10%

•CO2 emissions reduced 10-15%

Source: Aston Business School (2013) Servitization Impact Study

https://connect.innovateuk.org/documents/416351/3926914/Servitizati

on+impact+study.pdf/

Plan

Introduction to Servitization and the Aston Centre for

Servitization Research and Practise

Knowledge/ICT systems for servitization

Knowledge related research in the Centre

Knowledge as a strategic resource (Dr Andreas Schröder)

High value of monitoring infrastructure

Data from service provision accumulates

Expert knowledge in interpreting and analysing data

Knowledge sharing with customers improves their

operations

Gamification for Servitization ICT cluster

• 5 year EPSRC ICT cluster

•Community building & research

• Partners: Aston University, Advanced Manufacturing

Research Centre, (Serious Games Institute)

• Games for informing, educating and training senior

managers about servitization

•Serious games use video game technology to educate and inform

•people learn better if they are engaged & entertained

•1st prototype teaches Advanced, Intermediate & Base services concept

iServe – prototype servitization game

The beer is off!

What is the best solution for our

pub?

Upcoming Events

Spring

Servitization

Conference 2015

18th&19th May

Aston Business School

http://www.aston.ac.uk/a

ston-business-

school/research/event

s/ssc2015/

International

Gamification for

Business

Conference 2015

September

Aston Business School

Details to be released

soon

Thanks to

Tim Baines

Eleanor Musson

Ali Bigdeli

Pangiotis Petridis

Andreas Schroeder