The 7 th CIRP IPSS Conference 21-22 May 2015 Saint-Etienne, France by O. PIALOT , D. MILLET , E. COR and J. BISIAUX Presenting Author: O. PIALOT LISMMA, Supmeca Toulon Toulon, France [email protected]A method helping to define eco- innovative systems based on upgradability
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The 7 th CIRP IPSS Conference 21-22 May 2015 Saint-Etienne, France by O. PIALOT, D. MILLET, E. COR and J. BISIAUX Presenting Author: O. PIALOT LISMMA,
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The 7th CIRP IPSS Conference 21-22 May 2015
Saint-Etienne, France
by
O. PIALOT , D. MILLET , E. COR and J. BISIAUX
Presenting Author: O. PIALOT LISMMA, Supmeca Toulon
UpgradableSystem 12 kg 1kg 1 kg 1 kg 1 kg 1 kg 1 kg
2 years
2 years
2 years
2 years
2 years
2 years
14 kg 17 kg 20 kg
1 kg2 ye
ars
1 kg2 ye
ars
2 years
24 kg 36 kg
in 6 yearsMaterial Gain + 17 %
in 12 yearsMaterial Gain - 29 %
in 18 yearsMaterial Gain - 45 %
Material Consumption reduction until - 45 %
12 kg
Service bundles with module Upgrades
Energy consumption
reduction Earth
6
Conventional Product 12 kg 12 kg12 kg
6 years 6 years 6 years
UpgradableSystem 12 kg 1kg 1 kg 1 kg 1 kg 1 kg 1 kg
2 years
2 years
2 years
2 years
2 years
2 years
1 kg2 ye
ars
1 kg2 ye
ars
2 years
UPGRADABILITY SUPPORT SERVICE
1 2 3
9Opportunities to make benefitsCompan
y
Service bundles with module Upgrades
x2
7
Conventional Product 12 kg 12 kg12 kg
6 years 6 years 6 years
UpgradableSystem 12 kg 1kg 1 kg 1 kg 1 kg 1 kg 1 kg
2 years
2 years
2 years
2 years
2 years
2 years
1 kg2 ye
ars
1 kg2 ye
ars
2 years
Added Value for customerCustome
r
Increasing attractiveness
Service bundles with module Upgrades
8
Customer
Company Earth
Upgrading Triple win !
Business Environment
Customer
[BEC diagram]
Service bundles with module Upgrades
Range of new Services
associated to the product
Trojan horse to migrate to service offerings !!!!
9
Plan1. The fruitful concept of
Upgradability
2. How to do it? Methodological Elements
10
New Questions related to Upgradbility
How to sell upgradability?
How to supply upgradability service?
How to share the value?
Business model
Upgrade scenario
State of the art, Analysis, Quantitative study, Focus group, Workshops Upgradability … until the definition of a design method for upgradecycling & Tools associated
Design for UpgradecyclingANR Ecotech
Research Program 2012 2015
How much cycles? How long? What type of upgrade?
11
Upgrade line Set of upgrades performed over several cycles
Design
. Each customer has purchase priorities
. Manufacturer focusses on certain performance criteria over time according to the requirements of the market, the company identity and strategy. It’s interesting to be leader/proactive on specific performance and to repeat this added value over time
Upgrade scenario
Time
t=0 t=0+2years t=0+4years
Performance
Sensory
Green
Service
AcousticEnergy efficiency
…
Motor powerBattery Perf. xPerf. y
Upgrade line 1
Upgrade line 2Upgrade line 3
…
90 W 120 W 140 W
12 V 18 V 24 V
Themes of value
creation
. Ensure triple win “attractiveness for customer, environmental gains and benefits”
. Visibility about futures features of the system
. Technological cycles are regular
Planning of upgrades
with regular cycles
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Up X
Easy Wheel
Cycle 1 Cycle 2 Cycle 3 Cycle 42017 2019 2021
Ergonomic Handle Delta head
New filter New Accessory
Look 1 Look 2 Look 3
Handling
Suction
Design
Eco-usage
Game Service
Health Service
Opti Service
Power Mgt Clogged filter
New cyclone
Calorie counterAerobic exercices Analyse of dust
Up Sa2 Up Sa3 Up Sa4
Pacman Ghost Hunter
Offe
r St
ruct
urati
on
Up Ac
Malaise alert
Up G
Up H
Up Op Accessories for car
StickersUp D4
Product/ Service
Upgrade Lines
Choice
On Catalog
Upgrade scenario for vacuum cleaner Rowenta
Task report
UpgradableSystem 2015
13
New Questions
How to sell upgradability?
How to supply upgradability service?
How to share the value?Business model
Material good centred business model
??? Business Model Servicial Business Model
Short term Middle term Long term
How to distribute these upgradable systems?
Upgrade scenario
14
Business model Service bundles with module Upgrades
UPGRADABILITY SUPPORT SERVICE
ContractingNetwork
Offer
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Short term Middle term Long termThe size of the circles represents the relative importance of the turnover of the business model involved
Material good centred Business
Model
Hybrid Business Model
Hybrid Business Model
Hybrid Business Model
Business Model consistent with
sustainable innovation (uses
centred)Uses
centred BM
Uses centred
BM
material good centred Business
Model
material good
centred BM
Upgrades Upgrades
Business model A trajectory to reach sustainable business
models
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Founding principles:1. A workable guide helping the designers2. In the early design phases, before the product
specification phase3. The necessity of a multidisciplinary team4. A multicriteria assessment of an upgradable system
(economic, environmental and attractiveness)5. A design method without a priori knowledge in 2
Rounds
goal of method: define an upgradable system and its Business model.
Design for Upgradecycling method
17
Analyse from a multidisciplinary point of view the current system
(market, customer segments,
stakeholders, development
process, LCA …)
Knowledges related to the
current product, Business model, supply chain …
Explore potential Value Network Structures (VaNS)
and their transitions
Explore potential Product Modules Lines (PMoL) for upgradable
system
Explore potential Service Modules Lines (SMoL) for
upgradable system, including eco-learning
service
Analysis Results Define
Acceptablity domains of
upgradability
List of current modules
Product Value creation Themes
Service Value creation Themes
2 possibilities (Number of cycles; Duration of cycle)
Acceptability domains of upgradability/consumer
Transitional Modules
List 1 of Product Modules Lines +
unit upgrades
List 2 of Product Modules Lines +
unit upgrades
List of Eco-learning Modules
Lines
List of Services Modules
Lines
Definition of Eco-learning Service
Definition of other added Service
Current distribution
Network
Targeted Customer segments
List of retained VaNS (type of offer, contract,
partners, network)
Service Team (Service engineering, customer service, environment expert, Marketing, Innovation …)
Product Team (R&D, design, Eco design,
Marketing, Innovation, purchasing department,
manufacturing …)
Business & Product
strategies
Team “Supply Chain” & “Reverse supply chain”+ Team “Sales, Marketing, Legal department”
Business model Team (product chief, Innovation,
Finance, Marketing, Diversification, Logistics)
For each VaNS retained,
build Upgrades Modules Scenario –
UpMoS (including
transitional modules, PMoL,
SMoL & unit upgrades)
& select the most promising UpMoS
Specify Value Network for each promising UpMoS
Consolidate Eco-use Service & others added
Services
Promising UpMoS
Detailed Value Network for
each promising
UpMoS
Retained customer segments
Trajectories from current value network towards Value Network for Upgradable system
Definition of consolidated
added Services
Definition of consolidated Eco-learning
service
Assess Upgradable System concepts –
UpSys (detailed Value
Network + UpMoS + Added Services +
Eco-learning service):
. Environmental. Economic.
. Attractiveness
& Choose the most relevant
Assessed & prioritised
UpSys Concepts
Retained customer segments
Trajectories of value network associated to
Upgradable system
UpELS explorer Tool (Upgradability
Eco-learning Strategy Explorer)
UpVaN explorer Tool (Upgradability
Value Network Explorer)
LCA Tool LCC Tool
WTP Tool (Willingness
to pay)
UpMoL explorer Tool (Upgradability
Modules Lines Explorer)
27 generic structures of Value
Network
UpPA Pre selector Tool (Upgradability
Parameters Pre selector)
A1
A2
A3
A4
A5
A6
A8
A9
A7Exploration
Phase
Explore Product Modules lines
Explore Service Modules lines
Explore potential business models for
upgradability & their transitions
Combination & Refinement Phase
ROUND 1
Build Upgrades modules Scenario
& select the most
promising
Specify the business
model associated
Design for Upgradecycling method
Analysis Phase
Demonstrator development & Assessment
Phase
ROUND 2
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Contracting
Network
Upgrade offer
. One fixed upgrade line
. Choice of one or several upgrade lines. Use of upgradable system
. product and upgrades purchased. product purchased, upgrades under contract. product and upgrades under contract
. Partitionned (producer / distributor). integrated (one major actor). Networked (plurality of actors)
Intermediate representation to explore the business models for Upgradability
3 dimensions to build business models and form
trajectories 27 combinations
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Intermediate representation to explore Product upgrade lines
N:1
N:2
N:3
P1 or P2 S G
P1-P2 or P1-S or P2-S or S-G or P1-G or P2-G
P1-P2-S or P1-P2-G or P1-S-G or P2-S-G
P1-P2-S-G
NC=4/DC=2
Number of Upgrade lines integrated
Structure of Upgrade Cycle(Number of Cycle-NC- Duration of cycle-DC) NC’/DC’
P1Handling
P2Suction
SDesign
GEfficiency & Eco-usage
N:4
Total = 4
Total = 6
Total = 4
Total = 1
Perf Senso Green
Value Creation Themes (VaCT)
30
combinations
20
Intermediate representation to explore Service upgrade lines
N:1
N:2
N:3
S1 or S2 or S3
S1-S2 or S1-S3 or S2-S3
S1-S2-S3
NC=4/DC=2
Value Creation Themes (VaCT)
Number of Upgrade lines integrated
Structure of Upgrade Cycle(Number of Cycle-NC- Duration of cycle-DC) NC’/DC’
S1Game
S2Health
Total = 3
Total = 3
Total = 1
S3Optimisat
ion
Service
14
combinations
21
UpMoS Explorer
Imagine new Modules related to
Value creation Themes (VaCT). Performance
. Sensorial. green
Generate technological evolutions of
current modules
Characterize upgrades listing:. Integration date
. Feasibility. Cost
Quantify the contribution of
upgrades to value creation themes
22
UpMoS Explorer
Generate Upgrades lines
for each VaCT or combination of
Vact
For each upgrade cycle format
(NCi;DCi)
23
Guaranteed environnemental gain
Dematerialisation through services
Help towards eco-usage
Extension of lifetime
2
Optimised EOL (no waste)
Green passport
An improved offer based on a dynamic of upgrades
and services
Upgrade scenario with Upgrade lines
Catalogue of upgrades
Themes of value creation
/Performance / Sensory /
Green / Services
Bundle of associated
services
Increasing Attractiveness
1
Dynamic of upgradability based on client-producer interaction and business model development paths
UpWebPlatform Flexible contracting
Business Models
Trajectories
Logistic support for integrating upgrades
3
Transitional Upgrades
Up-PSSUpgradable-PSS
• A new concept of Production / Consumption
Mode
• A new design method for upgradecycling
• New design tools to support design team
24
25
Conventional Product
Upgradable System 2 years 2 years
12 kg
Learning Program
of eco-usage
1kg 1 kg2 years
1 kg
6 years
Energy Consumption / per use (average)
Time
30W.h28W.h
26W.h 25W.h
Service of Eco-usage-feedback
Power management
Power & time report
Energy consumption
reduction
by Eco-usage
Clogged filter
APP
Eco-learning
26
Still dirty !
Already clean !
Alert "Full tank & clogged Filter"
1
2
3
Sensorautomatic adjustment of power
27
UpgradableSystem
12 kg
2 years
2 years
2 years
2 years
2 years
2 years
2 years
2 years
2 years
Less pressure loss Filter
Council of power adjustment
Easy Wheels
Smartphone connector
APP
coach v1
APP
purchase
APP
Eco-score
APP
coach v2
APP
coach v3
APP
coach v4
Ergonomic handle
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UpgradableSystem 12 kg 1kg 1 kg 1 kg 1 kg 1 kg 1 kg