A Seamless Value Co-creation Service Roadmap of … · 07/09/2016 · P. Ateetanan & K. Shirahada, PICMET2016 1 A Seamless Value Co-creation Service Roadmap of Assistive Technologies

P. Ateetanan & K. Shirahada, PICMET2016 1

A Seamless Value Co-creation Service Roadmap of Assistive Technologies for the Elderly

Pornprom Ateetanana,b,c, Kunio Shirahadaa aJapan Advanced Institute of Science and Technology, Japan

bSirindhorn International Institute of Technology, Thammasat University, Thailand cNational Electronics and Computer Technology Center, Thailand

Sep 7, 2016

PICMET’16 Conference September 4-8, 2016, Waikiki Beach Marriott Resort & Spa, Honolulu, Hawaii, USA

Purpose:

To propose Technological service roadmap architecture and Roadmapping process with service orientation

for integrating service planning into business and technological innovation strategic planning

Outline

1. Background of Future and Service orientation

2. Research questions about Service roadmap architecture and process

3. Proposed roadmap architecture and roadmapping process

4. Dry run and Case examples

5. Academic and Practical implications

6. Discussion and Conclusion



Foresight methodology

• Technology roadmapping

Open Innovation

• Outside-in & inside-out collaboration

Services for the future:

Technological services towards the Elderly & Social well-being

Service management

Technological innovation

management

Assistive technology

Service-Dominant

(S-D) Logic

• Value co-creation & resource integration in roadmap

Strategic planning

• By using technological service roadmap

Technology and Aging

• Assistive technology for the elderly

Technology orientation

Future orientation

Service orientation

Social Innovation

Background: Roadmapping for strategic planning and Innovation

The synergy of Technology, Future and Service Orientation for Society

Service Roadmap of Assistive Technologies

for the Elderly

FUTURE ORIENTATION





Open Innovation




Service management


management


Service-Dominant

(S-D) Logic


Strategic planning





Future orientation

Service orientation

Social Innovation




for the Elderly

ARCHITECTURE

Technology roadmap


Background - Technology Roadmap (TRM) - Architecture

Generalized technology roadmap architecture (Phaal, Farrukh, & Probert, 2004)

TRM establishes a balance between market pull and technology push as well as how technology can be aligned to product & service developments

7 P. Ateetanan & K. Shirahada, PICMET2016

Comprehensive strategic road mapping: Adding a new "service layer“ (Kameoka, Nakamura, Fujuwara, Kamada, 2006)

P. Ateetanan & K. Shirahada, PICMET2016

Background – Service integrated Technology Roadmap - Architecture

The first step of technological service roadmap in the academic world was made by adding a service layer

with technology-service convergence to the traditional roadmap for manufacturing sector.

8

Product–service integrated roadmaps

Background – Service roadmap (SRM) - Architecture The generic service (technology) roadmap (Cho & Lee, 2014)

Developed as a long term strategic planning tool in service sector but still in Good-Dominant (G-D) logic – embraces value-in-exchange and embedded-value concepts

The strategic plan in a market-oriented way • Starts with market

planning • Move to service &

product planning to meet market need

• Ends with Technology , R&D planning to deliver planned services & products

The primarily roadmap for product-service organization and applied to the ICT human health and social work industries.


Limitation of Traditional roadmap architecture

Roadmap architecture which represent

Value Co-Creation among stakeholders, Integration of resources, and

Exchange of services for Service Economy & Digital Society

Roadmap Nature: developed for

Representation of Value

Dominant logic

TRM product planning for manufacturing sector

• Value-in-Exchange

• Value Embedded in goods/services offering

Good-Dominant

(G-D) Logic

SRM service planning for service sector


Service Orientation: Service-Dominant (S-D) Logic

PROCESS

Technology roadmap


Background – Technology roadmap – Roadmapping process

T-plan: standard process (Phaal, Farrukh, & Probert, 2004)

Schematic of a linking grid analysis (Phaal, Farrukh, Mitchell, Probert, 2003)

The T-Plan standard process aims to support product planning

The standard T-Plan process involves a linear series of four face to face

workshops

Use linking grid to evaluate the relationships between layers then rank the impact of each feature on each layer. (Ball,Bidasaria, Castillejos, Pakdeekasem, Pornsatit, Daim, 2014)


Limitation of Traditional roadmapping process

Virtual & Value Co-Creation roadmapping process for multi-stakeholder

engagement & collaboration

Nature Obstacle

Multi-Stakeholder & Disciplinary

Difficult to allow participation from experts/stakeholders are in same time & same place

Physical meetings/ face to face workshop-based

In Asian culture, it is not easy to express ideas against the seniors person.

Roadmapping workshop (JAIST, 2015)


FOR OPEN INNOVATION

Technology roadmap





Open Innovation




Service management


management


Service-Dominant

(S-D) Logic


Strategic planning





Future orientation

Service orientation

Social Innovation




for the Elderly

TRM for Open innovation Open innovation: the use of purposive inflows and outflows of knowledge

to accelerate internal innovation, and expand the markets for external use of innovation respectively (Chesbrough, Vanhaverbeke, West, 2006)


Structure of dual TRM for open innovation (Guem, Kim, Son, Park, 2013)

TRM considers Partner resources as well as Internal resources

SERVICE ORIENTATION





Open Innovation




Service management


management


Service-Dominant

(S-D) Logic


Strategic planning





Future orientation

Service orientation

Social Innovation




for the Elderly


• Service-Dominant (S-D) logic is the logic of togetherness where actors use their applied knowledge and skills (competences) to provide benefit to another and to benefit themselves. S-D logic is based on relationships, mutual trust, and win-win exchange. (Joiner, Lusch,

2016)

• Value Co-Creation (VCC) in S-D logic is a predominant service concept that describes collaboration between multisector stakeholders that creates mutual benefits. (Sukholthaman, Shirahada, 2016)

Background – Service orientation

• S-D logic includes concepts of value-in-use and co-creation of value (Gannage Jr.,2014)

Encapsulate S-D logic in Service roadmap for representing Value Co-Creation & integrating resources

among multi-stakeholders.

RESEARCH QUESTIONS


Research Questions

1. Roadmap architecture

–RQ1: How can we apply Service-Dominant (S-D) logic into service roadmap?

2. Roadmapping process

–RQ2: What is the effective potential approach to promote value co-creation in service roadmapping ?


Strategies for answering RQs

• RQ1: By encapsulate S-D Logic and Open innovation approach to Service roadmap

• RQ2: Virtual arrangement & online tools, to enhance the communication & collaboration among multi-stakeholder in roadmapping process.


PROPOSED ROADMAP ARCHITECTURE & ROADMAPPING PROCESS


Architecture of proposed Value Co-Creation (VCC) service roadmap

‘Partner layer’ as the originality of collaboration among stakeholders and represents integrator of resources.


VCC is spread over the roadmap, Proposition of value and provision & exchange of services are intermediary to the VCC process.

Architecture of proposed service roadmap for open innovation

The three types of service roadmap for open innovation especially for outside-in open innovation

Architecture of service roadmap for open innovation (adapted from Guem, Kim, Son, 2013)

Open innovation approach represents the use of purposive inflows & outflow of knowledge, skill (competence) and technology to

accelerate innovation


V-PLAN ROADMAPPING PROCESS

(Virtual and Value Co-Creation)


V-Plan is blended (virtual & face to face) workshop-based, aims to

– resolve the limitation of the participation in term of space & time

– increase multi-stakeholders’ engagement & collaboration

– decrease the duration of roadmapping process

Development Stage – V-Plan: Service roadmapping process

Service

Value Proposition Optimization

R&D/Knowledge/Partner

Product

Market and business drivers

Value Proposal

Value Proposal

Value Proposition Identification

Technology

Charting/ Integration

1

2

3

4

5

6

7

# No. of workshop

Linking grid

V

V

V

V

V

V

F

V F

Virtual Face to Face

Re-Check


VV-Verify & Validate AA- Align & Agile

Face to face collaboration

Operation/Decision room, wall displays, e-Meeting system,

brainstorming

Ongoing/Continuous task

War-room, team-room,

large displays, shift work, post-it, Polling, Voting

Remote collaboration Video/Web Conference,

instant messaging, Telephoning, e-mail, Chat

Communication & Coordination

E-meeting system, Blogs, Workflow, email, bulletin boards, forum

Collaboration Matrix

Same time synchronous

Different time asynchronous

Sam

e p

lace

C

o-l

oca

ted

D

iffe

ren

t p

lace

re

mo

te

Collaboration tools in V-Plan – enable virtual enterprise’s teamwork


Adapted from CSCW: Computer-Supported Cooperative Work

1 2

3 4

DRY RUN & CASE EXAMPLE


JAIST Lab Dry Run : Future educational services in university Virtual phase: May 9 – July 12

https://vplanroadmaptest.wordpress.com/

Face to Face: July 13




V-Plan: Case Example Service roadmap of Assistive living Technology for the elderly (Phase I)

• Roadmap owner: R&D firm on Assistive technology

– Institute of Technology for Disabilities person and the Elderly (ITDE), National Electronics and Computer Technology Center (NECTEC)

– Need strategic service planning and co-research collaboration with public-private stakeholders.

• Providers: Caregiver, Technology provider, Healthcare service provider

• Receivers: The elderly, Informal caregiver

• Stakeholders/Partners: Academic, R&D institute, Government policy agency (regulator/promotor)


Line group Project website: https://serviceroadmap.wordpress.com/

Duration: Phase I June 15 – Aug 3

Virtual: June 15 – Aug 2 | Face to Face: Aug 3

v


https://serviceroadmap.wordpress.com/

https://serviceroadmap.wordpress.com/

Group Video Call

Online Questionnaire


3-Hours Face to Face Workshop – Aug. 3

Purpose • To review the previous workshop

results • To consider and verification Service

(S)/Product(P)/Technology (T) layer Next stage • Evaluate and rank S/P/T linking grid

in virtual mode


DISCUSSION & CONCLUSION



Discussion Academic Practice Topic Issue

Architecture

Insert more concrete adoption of open innovation approach (inside-out & outside-in)

S-D logic Need more concrete on the Identification of Co-Created value among each stakeholder

Process

Include ‘Agile’ project management for more flexible & collaboration

Evaluation Apply ‘Customer value co-creation activities’ concept (Mccoll-Kennedy, 2012) for evaluating stakeholder’s behavior in roadmapping

Topic Issue

Usefulness Easy & persuasive to start and get consensus

Functionality Need more clear instruction & direction on each step

Gap on digital literacy of stakeholders

Big burden & challenge to facilitator

Usability

Need more clear instruction in voting score

Active access from anywhere/time

The stability ofcomputer/boradband network is important

In general The feedback part is useful, it reminded participants that which process we have passed and rechecked.

Move forward on scenario planning

Conclusion 1. The viewpoint of co-created value from multi-stakeholders

are supreme significance.

2. Value proposition optimization for the recipient is highly considered as beneficiary-centric.

3. The synergy of online & social media tools can resolve the limitation of space & time of the stakeholders’ participation.

4. The diversified ICT literacies of stakeholders should be carefully concerned and adjust the virtual approach as appropriate.


Firms can adopt this Value Co-Creation service roadmap and Virtual roadmapping process to

their strategic technological service planning and initiate the social innovation with impact.

Future research 1. To continue

Conduct ‘V-Plan Service roadmapping of Assisted Living Technology for the elderly (Phase II)’ with ITDE/NECTEC

Promote & encourage ‘V-Plan’ as mechanism for ITDE to planning for national agenda of ‘Thailand Silver economy’

2. To evaluate the V-Plan roadmapping process with stakeholders and case owner under Value Co-Creation Approach

3. To extend V-Plan for R&D Firm to private service sector firm


39

Acknowledgements

P. Ateetanan & K. Shirahada, PICMET2016

Thank you for your kind attention

Pornprom ATEETANAN

[email protected]

Kunio SHIRAHADA

[email protected]

mailto:[email protected]

mailto:[email protected]

Documents

A Seamless Value Co-creation Service Roadmap of … · 07/09/2016 · P. Ateetanan & K. Shirahada, PICMET2016 1 A Seamless Value Co-creation Service Roadmap of Assistive Technologies