UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS Slide 1 www.mastersininnovation.com CONFIDENTIAL UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS Zane Smilga [email protected]www.verhaert.com INNOVATIONDAY – OCTOBER 22nd, 2010
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UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS
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services and value
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service innovation ecologystakeholders & market needs- new-interpretation of market- customer experiences and processes- re-organization of value network- taping into new-generation opportunities
portfolio-‘modules’ : matching different needs of customers as solutions- responsive architecture & new system- enabling environment
business model- creating and realizing new value adding services- matching the new approach to customers, business management capacities and revenue targets
SERVICEINNOVATION
NEW BUSINESS
MODEL
NEW PERSPECTIVE ON
STAKEHOLDERS & MARKET NEEDS
NEW CONCEPT OF
PORTFOLIO
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journey of your customers
building a stronger engagement
… between your offering and customers
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emerging customer experiences
meaning
function
cost
status
lowest cost
does the job
tells others about me
tells me about me
COMMODITY
EXPERIENCE
different experiences
different customer segments
different service innovation opportunities
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service blueprint map
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blockbuster or niche market?
/Anderson, 2004/
The new market place
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Amazon – a user driven platform
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user driven service approach
SERVICE STAGE LEVEL OF USER ENGAGEMENT
service development & production
everybody can become a service/content provider by using service components produced by others
service promotion everyone can participate in evaluating, recommending and promoting services to others
service delivery everybody can provide a service (on shared platform)
service consumption everyone can customize or compose own services
enabling service platform there are free tools, software programs and components available, which can be used to develop, deliver and implement services
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test and prototype service innovationput yourself in the shoes of your customer
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value proposition
portfolio design:
• complementary modules
• smart architecture • enabling system
core product
untapped value is often hidden in complementary products and services
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value proposition
• love strings to customers
• profit strings to business model • extended capability strings to partners
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shift in business model
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Osterwalder
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service innovation
• How to generate service innovation ideas? How to identify a service innovation opportunity? • How to develop and assess a concept of service innovation? • How to take an advantage from open-service innovation?
• What are enabling technologies for service innovation?
• How to reorganize a value network for the benefit of service innovation?
• What changes in business model should be considered?
• How to test, prototype and develop service innovation?
• How to do a service innovation management?
registration & more information:www.mastersininnovation.com