TrustArc Webinar - Unlock the Power of AI-Driven Data Discovery
Servitization ict
1. Dr Victoria Uren
Aston Centre for Servitization Research and Practice
Servitization – a
knowledge perspective
2. ‘People don’t want a
quarter inch drill. They
want a quarter inch hole!’
Theodore Levitt, Harvard Business School
3. Plan
Introduction to Servitization and the Aston Centre for
Servitization Research and Practise
Knowledge/ICT systems for servitization
Knowledge related research in the Centre
4.
5.
6.
7.
8.
9.
10. Plan
Introduction to Servitization and the Aston Centre for
Servitization Research and Practise
Knowledge/ICT systems for servitization
Knowledge related research in the Centre
11. 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
12.
13. 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
14. 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/
15. Plan
Introduction to Servitization and the Aston Centre for
Servitization Research and Practise
Knowledge/ICT systems for servitization
Knowledge related research in the Centre
16. 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
17. 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
18.
19.
20.
21. iServe – prototype servitization game
The beer is off!
What is the best solution for our
pub?
22. 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
