Unlocking service innovation potential of products zana smilga

UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTSUNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS

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UNLOCKING SERVICE INNOVATION POTENTIAL OF PRODUCTS

Zane Smilga

[email protected]

www.verhaert.com

INNOVATIONDAY – OCTOBER 22nd, 2010


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services attached to products

- costs & headaches?

22.10.2010


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CONFIDENTIAL 22.10.2010

the service sector amounts to ~ 70% of total value in economy

service sector

services

building

Industry

agriculture

& fishing

Government, healthcare, education


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service innovationnew solutions & experiences

emerging in all industriescreating new and re-creating existing markets

22.10.2010

http://www.mu.peugeot.co.uk/


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when product performance is good enough… locate your innovation potential elsewhere!

TIME

PRO

DU

CT

PER

FOR

MA

NC

E

Good enough for your customersContinuous innovation of your products

?

POTENTIAL FOR

SERVICE INNOVATION

extended space for innovation

22.10.2010


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new landscape

- new enabling technologies - globalization

- high specialization

- social change

experiencetransactions

serv

ice

mer

chen

dize

22.10.2010


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• more value to customers

• diversification of revenue models to your business

• possibilities for higher margins

• higher control over market (market power)

• user-centric approach

what is “the service-innovation bet” about?

22.10.2010


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product & service - what is the difference?

use processexperienceinteraction

…

extent of tangibility


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job to be done

22.10.2010


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renting a seat in airplane?

…or a fast, comfortable, entertaining travelling?

Pictures: http://boardingarea.com/, airplane-pictures.net22.10.2010

http://boardingarea.com/


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services and value

22.10.2010


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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

22.10.2010


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journey of your customers

building a stronger engagement

… between your offering and customers

22.10.2010


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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

22.10.2010


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service blueprint map

22.10.2010


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blockbuster or niche market?

/Anderson, 2004/

The new market place

22.10.2010


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Amazon – a user driven platform

22.10.2010


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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

22.10.2010


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test and prototype service innovationput yourself in the shoes of your customer

22.10.2010


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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

22.10.2010


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value proposition

• love strings to customers

• profit strings to business model • extended capability strings to partners

22.10.2010


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shift in business model

22.10.2010

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

[email protected].: +32 (0)3 250 19 00

interested to participate?

TRAINING “SERVICE INNOVATION”

November 26, 2010

22.10.2010


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VERHAERT

Hogenakkerhoekstraat 219150 KruibekeBelgiumTel +32 (0)3 250 19 00Fax +32 (0)3 254 10 [email protected]

Business

Unlocking service innovation potential of products zana smilga