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Siemens Industy: Competitive Analysis
Jan 4, 2010 IMT 590
Andrew Neang
Julia Vinson Joe Yun
INTRODUCTION
The objective of the independent study team project was to conduct a competitive analysis
of several Siemens websites using a modified version of Taylor's Value-Added model called the
Taylor, Eisenberg, Dirk, and Scholl model, or “TEDS” model. Taylor's original 1986 Value-Added
model was developed to provide a unified framework for evaluating information systems and their
attributes in perspective of user needs and preferences. Since the Value-Added model was
developed before the advent of the internet, the TEDS model was developed to apply the same
theory in the context of recent technological changes. Using the Siemens public websites, this group
is in the process of applying the TEDS model to evaluate the effectiveness of the websites in
meeting user needs. The initial application has resulted in several preliminary conclusions relating
to the usability of three Siemens websites: Mobility, Water, and Healthcare. Our preliminary
conclusions and prospective plans for further research are discussed later in this paper.
The Value-Added model is an organized framework for analyzing system processes to
determine which attributes of a system add value toward meeting user needs. By using the TEDS
Modified Value-Added Model to evaluate and re-evaluate information systems, an information
professional can test and improve usability services and resources. Results from applying the model
help uncover the motivations of users and reasons why certain systems and their features perform
better than others in meeting users' needs. Because the model is a "check-list" to improve, enhance
or develop new and more compelling information product and services, the model can be used to
guide system design, user studies, marketing, and entrepreneurship.
When applying the Value-Added model, a system is analyzed in context of Taylor's three
foundation elements of the information field: people, information, and technology. The model
assumes that information systems exist to meet the needs of their users, and therefore considers
three main factors: user criteria, values added by the information system, and the system process.
User criteria are attributes that are important to users in choosing a system or in evaluating how
well a system performs. These criteria are not absolute or fixed. Values added by the system aid
users in meeting their needs. System processes are the processes, features, and elements of the
system that add to the related values identified.
ANALYSIS
The TEDS Model analyzes a website by breaking down the website into user criteria of
choice and having several information professionals or users rate the website according to
subcategories within those criteria. To analyze the value of a website to a user, one must first
clearly define who is the user and for what purpose he is using the website. Then, the website is
rated by multiple reviewers who role play viewing the website under a specific user scenario. The
user scenario should mimic a common use of the website for the previously defined user. We
selected our three Siemens websites of Mobility, Water, and Healthcare due to time limitations, and
performed basic research on the industries related to those websites in order to develop our
scenarios. When analyzing the Siemens Mobility website, our scenario was a contractor hired by a
state planning a proposal for a light rail system. The contractor in the scenario would compare
Siemens's mobility services to those of other major competitors, such as ABB. The scenario for the
Siemens Water website was similar. In the Water scenario, a metropolitan city would like to replace
their current municipal wastewater treatment system. Three vendors who can build infrastructure
and deliver are GE, ABB, and Siemens. A contractor is conducting the first round of analysis before
purchasing, which is the scanning phase of information. In the healthcare scenario, a hospital is
conducting the scanning phase of research to decide whether to replace or update their
mammography equipment.
The next step in the overall analysis is to determine whether other websites exist for
companies that are in cross-competition with Siemens in that industry. Those websites are then
used for further comparison or as „anchor websites.“ Website ratings are assigned by reviewers
using one website as an „anchor“ website; the anchor website is first rated by all reviewers and then
used as a standard against which all other websites are compared. The reviewers then apply the
framework of the TEDS Model by assigning ratings based on specific Values Added. Ratings for
these websites were based on a scale of 1 – 5, with 1 being very poor and 5 being the best or ideal.
For example, if the anchor website ranks a 4 in Simplicity, the simplicity of all other websites
reviewed will be compared against the simplicity of the anchor and assigned a ranking based on
how much better or worse it is. A rating of 0 was assigned to a website for a particular value if it did
not include that value, or if the value was inapplicable to the website. If a group of reviewers rates a
website's value with a considerable difference in opinion, the reviewers must discuss why they
assigned that particular rating before deciding their final ratings for that value.
We applied the TEDS Model framework for each of the three industries to an anchor
website, the Siemens website, and at least one other competitor. Ratings were assigned by our team
of three student information professionals and then averaged in mean; obviously, more user ratings
by a larger team would give an increasingly accurate result. We recognize that a user's needs and
perception of whether those needs are met may be influenced significantly by factors such as
cultural views, professional expertise, and goals. However, the rating results for our group were
surprisingly consistent considering that our group was not homogenous regarding gender or age.
(For details, please see Appendix 4 with individual ratings.) To produce the most appropriate
analysis, a researcher might choose to either perform significant preliminary research into the target
user group's needs and socio-cultural or other influences prior to implementing the model.
RESULTS
In this university quarter, our group was able to complete only the intial stages of applying
the TEDS Model framework. If we continue this project, we would like to have more sets of user
ratings using specific user scenarios that are important to Siemens. However, based on our intial
findings, we have produced some preliminary results. Profiling, Localization, Review and Ease of
Use are important to users in these industries. Overall, the Siemens industry websites selected
adequately met or excelled in meeting user needs in these Values Added. Appendix 1 and its
corresponding graphs in Appendix 2 detail the trends of the ratings on Values Added. The strongest
Values Added in the three Siemens websites were Simplicity, Pleasing, Flexibility, and Quality of
Content. For example, the overall quality of the informational PDFs' content and the website's
external links were excellent.
Areas in which the Siemens websites ranked less highly were Feedback, Language, and
Noise. Feedback is the user's ability to communicate information about questions, needs, or
opinions he may have in reaction to the website. Some competitor websites included specific
contact information for regional and departmental employees so that the user can make direct
inquiries. The choice whether to make such information public has many pros and cons; however, in
a user-based context, this specific information would be highly valued by users in most scenarios.
Contact information on Siemens websites was often broad and difficult to pinpoint on particular
pages. Regarding language, some of the Siemens websites required the user to return to the main
site to change language options, and changing language options did not consistently apply to all
pages. Therefore, a user accessing a particular link to a secondary Siemens webpage may not know
whether his language is available because he is not accessing the website through the primary
webpage. Noise was also a weaker area in the Siemens website ratings. Text blocks are often
crammed and descriptions are not succinct enough for users to skim quickly.
Results for value ratings varied throughout the three Siemens websites analyzed. In order to
pinpoint more specific results, additional ratings may be required. We also recognize that the TEDS
Model values originally were developed with consumer commerce websites in mind, and that some
may not be significant to the mission of the Siemens websites. To continue with a more accurate
analysis, we would like to receive further feedback on the goals of the websites and departments to
add or remove values-added for analysis.
Appendix 1: Ratings
Mobility
Water
Healthcare
Train ABB Siemens Bombardier GE
Ease of Use 3,72 3,36 4,05 4,02
Noise Reduction 3,13 3,75 4 3,56
Quality 3,58 3,25 4 4
Adaptability 3,75 3 3,63 3,5
Performance 3,25 3,13 3,13 3,13
Pleasing 3 3,2 4 3,4
Profiling 2,63 2 4 3
Localization 3 2,83 3 2,33
Reviews 2,17 1,17 1,66 1,5
Transaction Processing 2,5 1 2 1,5
Water ABB Siemens GE
Ease of Use 3,8 3,44 4,17
Noise Reduction 3,62 3,68 3,75
Quality 3,16 3 3,83
Adaptability 3,12 3,25 3
Performance 2,87 2,88 3
Pleasing 2,9 3,2 3,9
Profiling 2,75 2,75 3,13
Localization 3,16 2,66 2,16
Reviews 2 1,33 1,66
Transaction Processing 2,5 3 2,5
Health Imaging Phillips Siemens GE
Ease of Use 3,08 3,52 4,36
Noise Reduction 3,88 3,68 3,56
Quality 3,91 3,25 3,58
Adaptability 3 3,13 3
Performance 2,63 3,25 2,87
Pleasing 3,4 3,5 3,9
Profiling 2,5 2,63 2,75
Localization 2,83 3,33 2,17
Reviews 1,66 1,66 3
Transaction Processing 2 1,5 3,5
Appendix 2: Graphs
Appendix 3: PowerPoint Presentation Slides
Slide 1
Industry: Competitive Analysis
Joe Yun, Andrew Neang, Julia Vinson
Slide 2
What is TEDS?Organized framework for considering system processes that add value in order to meet user needs.
Asses the following areas:
� User Criteria
� Broad categories of criteria that are important to users in choosing a system or in evaluating how well a system performs. These criteria are not absolute or fixed.
� Values-Added
� Values added by the system which aid users in meeting their needs
� System Process
� These are the processes, features, and elements of the system that add to the related values identified
Slide 3
Process of Analysis: "What we did?"
� Determine User Profile
� Select Key Areas to Analyze within Siemens Industry
� Determine where Cross Competition Exists
� Select Anchor Website
� Create Scenarios
� Apply TEDS Framework
� Review Results (Reiterate)
Slide 4
Analysis Results I
� Profiling, Localization, Review and Ease of Use are important to website users.
Overall, the Siemens Industry websites selected adequately met or excelled in meeting user needs. For example, as a global company, Siemens is having…
� Strong Points:
� 1. Simplicity and Pleasing
� 2. Quality of Content
� External Links
� 3. Flexibility
Slide 5
Analysis Results II
� Area of Potential Improvement:
� 1. User Criteria: Review
� Feedback is weak
� 2. Lack of breadcrumbs on certain pages
� 3. User Criteria: Profiling
� No RSS
� Updating subscriptions is inconvenient
� 4. Difficult to change location vs language function
� 5. Metric measurements only
� 6. Time zone management
� 7. Noise on site
� 8. Video and flash
Slide 6
Mobility: Rail Solution
Slide 7
Water Technologies: Drink Water
Slide 8
Health Care: Imaging
Slide 9
Recommendations for Improvement I
� Profiling, Localization, Review are the lowest scored three sections in Siemens site comparing each anchor site.
� Helpful sites to consider :
� Train: Bombardier http://bombardier.com/en/transportation/products-services/rail-vehicles?docID=0901260d8000a52b
� Water Treatment: ABB http://www.abb.com/water
� Health Care: GE https://www2.gehealthcare.com/portal/site/usen
Slide 10
Recommendations for Improvement II
� Bombardier :Train
Slide 11
Recommendations for Improvement II
� Bombardier :Train
Slide 12
Recommendations for Improvement III
� ABB : Water Treatment
Slide 13
Recommendations for Improvement III
� ABB : Water Treatment
Slide 14
Recommendations for Improvement IV
� General Electronic : Health Care
Slide 15
Recommendations for Improvement IV
� General Electronic : Health Care
Slide 16
Future Plans for Research
� Refine rating process to better address discrepanciesAnalyze current and future envisioned users
� Obtain more information about the company
� Develop more realistic and specific scenarios
� Refine model to better fit usability analysis
� Recommendations
Slide 17
Q&A
� Any questions?
Appendix 4: Individual Ratings Tables
Water GE Julia Andrew Joe
User Criteria Values Added Avg stddev GE
diff
from
avg GE
diff
from
avg GE
diff
from
avg
Ease of Use Browsing 4 1,00 4 0 3 -1 5 1
Simplicity 4 0,00 4 0 4 0 4 0
Mediation 4 1,15 3 -1 3 -1 5 1
Orientation 4 0,58 5 1 4 0 4 0
Ordering 4,5 0,58 5 0,5 4 -0,5 5 0,5
Accessibility 4,5 1,00 3 -1,5 4 -0,5 5 0,5
4,17 -
4,17 -
4,17 -
4,17
0 0 0
Noise Reduction Item identification 3,5 0,58 4 0,5 3 -0,5 4 0,5
Classification 4 0,00 4 0 4 0 4 0
Summarization 4 0,00 4 0 4 0 4 0
Order 3,5 0,58 3 -0,5 4 0,5 3 -0,5
Referral 3,5 0,58 3 -0,5 4 0,5 3 -0,5
Precision 3,5 0,58 3 -0,5 4 0,5 3 -0,5
Selectivity 4 0,00 4 0 4 0 4 0
Novelty 4 0,00 4 0 4 0 4 0
3,75 -
3,75 -
3,75 -
3,75
0 0 0
Quality Accuracy 3,5 1,00 5 1,5 4 0,5 3 -0,5
Comprehensiveness 4 0,00 4 0 4 0 4 0
Currency 3,5 0,58 4 0,5 4 0,5 3 -0,5
Reliability 4 0,58 5 1 4 0 4 0
Validity 4 0,58 5 1 4 0 4 0
Authority 4 0,58 3 -1 4 0 4 0
3,83 -
3,83 -
3,83 -
3,83
0 0 0
Adaptability Contextuality 3,5 0,58 4 0,5 4 0,5 3 -0,5
Flexibility 2,5 0,58 3 0,5 2 -0,5 3 0,5
Simplicity 3 0,00 3 0 3 0 3 0
Privacy 3 0,58 4 1 3 0 3 0
3 -3 -3 -3
0 0 0
Performance Time saving 3,5 1,00 5 1,5 4 0,5 3 -0,5
Cost saving 1,5 1,73 0 -1,5 0 -1,5 3 1,5
Security 3,5 0,58 4 0,5 4 0,5 3 -0,5
Safety 3,5 1,00 5 1,5 4 0,5 3 -0,5
3 -3 -3 -3
0 0 0
Pleasing Aesthetics 4 0,00 4 0 4 0 4 0
Entertaining 3,5 1,00 2 -1,5 3 -0,5 4 0,5
Rewarding 4 0,00 4 0 4 0 4 0
Engaging 4 0,58 3 -1 4 0 4 0
Stimulating 4 0,00 4 0 4 0 4 0
3,9 -3,9 -3,9 -3,9
0 0 0
Profiling User specificity 3,5 1,00 2 -1,5 3 -0,5 4 0,5
Message updating 3 0,58 2 -1 3 0 3 0
Dynamic content adaptation 3 0,58 4 1 3 0 3 0
Search 3 0,58 2 -1 3 0 3 0
3,13 -
3,13 -
3,13 -
3,13
0 0 0
Localization Languages 2,5 0,58 3 0,5 3 0,5 2 -0,5
Measures 2 1,15 3 1 3 1 1 -1
Time zone management (is the site kept current
simultaneously) 2 1,53 4 2 3 1 1 -1
2,17 -
2,17 -
2,17 -
2,17
0 0 0
Reviews Trust 0 0,00 0 0 0 0 0 0
Feedback 3 1,15 4 1 4 1 2 -1
Community 2 0,00 2 0 2 0 2 0
1,67 -
1,67 -
1,67 -
1,67
0 0 0
Transaction
Processing Purchasing/ordering 2,5 0,58 3 0,5 2 -0,5 3 0,5
Water ABB Julia Andrew Joe
User Criteria Values Added Avg stddev ABB
diff
from
avg ABB
diff
from
avg ABB
diff
from
avg
Ease of Use Browsing 4,33 0,58 5 0,67 4 -
0,33 4 -
0,33
Simplicity 4 0,00 4 0 4 0 4 0
Mediation 3,5 0,58 4 0,5 3 -0,5 4 0,5
Orientation 3,5 0,58 3 -0,5 3 -0,5 4 0,5
Ordering 4 0,58 5 1 4 0 4 0
Accessibility 3,5 0,58 4 0,5 4 0,5 3 -0,5
3,81
Noise Reduction Item identification 3,5 0,58 4 0,5 4 0,5 3 -0,5
Classification 4 0,00 4 0 4 0 4 0
Summarization 4 1,15 5 1 5 1 3 -1
Order 4 0,00 4 0 4 0 4 0
Referral 3,5 0,58 3 -0,5 4 0,5 3 -0,5
Precision 3,5 0,58 4 0,5 4 0,5 3 -0,5
Selectivity 3,5 0,58 4 0,5 4 0,5 3 -0,5
Novelty 3 0,58 2 -1 3 0 3 0
3,63 -
3,63 -
3,63 -
3,63
0 0 0
Quality Accuracy 3,5 1,00 5 1,5 4 0,5 3 -0,5
Comprehensiveness 3,5 0,58 3 -0,5 4 0,5 3 -0,5
Currency 3 0,00 3 0 3 0 3 0
Reliability 3 0,00 3 0 3 0 3 0
Validity 3 0,58 4 1 3 0 3 0
Authority 3 0,58 4 1 3 0 3 0
3,17 -
3,17 -
3,17 -
3,17
0 0 0
Adaptability Contextuality 3 0,00 3 0 3 0 3 0
Flexibility 3 0,58 2 -1 3 0 3 0
Simplicity 3,5 0,58 4 0,5 4 0,5 3 -0,5
Privacy 3 0,00 3 0 3 0 3 0
3,13 -
3,13 -
3,13 -
3,13
0 0 0
Performance Time saving 3 0,00 3 0 3 0 3 0
Cost saving 1,5 1,73 0 -1,5 0 -1,5 3 1,5
Security 3,5 0,58 4 0,5 4 0,5 3 -0,5
Safety 3,5 0,58 4 0,5 4 0,5 3 -0,5
2,88 -
2,88 -
2,88 -
2,88
0 0 0
Pleasing Aesthetics 3 0,00 3 0 3 0 3 0
Entertaining 3 0,58 4 1 3 0 3 0
Rewarding 3 0,00 3 0 3 0 3 0
Engaging 3 0,00 3 0 3 0 3 0
Stimulating 2,5 0,58 2 -0,5 2 -0,5 3 0,5
2,9 -2,9 -2,9 -2,9
0 0 0
Profiling User specificity 3 1,15 4 1 4 1 2 -1
Message updating 3 1,00 3 0 2 -1 4 1
Dynamic content adaptation 2,5 0,58 3 0,5 2 -0,5 3 0,5
Search 2,5 0,50 2,5 0 2 -0,5 3 0,5
2,75 -
2,75 -
2,75 -
2,75
0 0 0
Localization Languages 4 1,15 3 -1 3 -1 5 1
Measures 3,5 0,58 3 -0,5 3 -0,5 4 0,5
Time zone management (is the site kept current
simultaneously) 2 1,15 1 -1 1 -1 3 1
3,17 -
3,17 -
3,17 -
3,17
0 0 0
Reviews Trust 1,5 1,73 0 -1,5 0 -1,5 3 0
Feedback 3 1,53 5 2 4 1 2 -1
Community 1,5 0,58 1 -0,5 1 -0,5 2 0,5
2
Transaction
Processing Purchasing/ordering 2,5 1,00 4 1,5 3 0,5 2 -0,5
Water Siemens Julia Andrew Joe
User Criteria Values Added Avg stddev Siemens
diff
from
avg Siemens
diff
from
avg Siemens
diff
from
avg
Ease of Use Browsing 3,67 0,58 4 0,33 4 0,33 3 -
0,67
Simplicity 4 1,00 5 1 4 0 3 -1
Mediation 3 0,00 3 0 3 0 3 0
Orientation 2,5 0,58 2 -0,5 3 0,5 2 -0,5
Ordering 4 0,00 4 0 4 0 4 0
Accessibility 3,5 0,58 3 -0,5 4 0,5 3 -0,5
3,44
Noise Reduction Item identification 3,5 0,58 4 0,5 4 0,5 3 -0,5
Classification 3,5 0,58 4 0,5 4 0,5 3 -0,5
Summarization 3,5 0,58 3 -0,5 3 -0,5 4 0,5
Order 4 0,00 4 0 4 0 4 0
Referral 3,5 0,58 3 -0,5 3 -0,5 4 0,5
Precision 3,5 0,58 4 0,5 4 0,5 3 -0,5
Selectivity 4 0,58 5 1 4 0 4 0
Novelty 4 0,00 4 0 4 0 4 0
3,69 -
3,69 -
3,69 -
3,69
0 0 0
Quality Accuracy 3,5 0,58 3 -0,5 4 0,5 3 -0,5
Comprehensiveness 3,5 1,00 5 1,5 4 0,5 3 -0,5
Currency 3 1,15 4 1 4 1 2 -1
Reliability 2,5 0,58 3 0,5 3 0,5 2 -0,5
Validity 2,5 1,00 4 1,5 3 0,5 2 -0,5
Authority 3 1,15 5 2 3 0 3 0
3 -3 -3 -3
0 0 0
Adaptability Contextuality 3,5 0,58 3 -0,5 4 0,5 3 -0,5
Flexibility 3,5 1,00 2 -1,5 3 -0,5 4 0,5
Simplicity 3 0,58 4 1 3 0 3 0
Privacy 3 0,00 3 0 3 0 3 0
3,25 -
3,25 -
3,25 -
3,25
0 0 0
Performance Time saving 3 0,00 3 0 3 0 3 0
Cost saving 1,5 1,73 0 -1,5 0 -1,5 3 1,5
Security 3,5 0,58 4 0,5 3 -0,5 4 0,5
Safety 3,5 0,58 4 0,5 3 -0,5 4 0,5
2,88 -
2,88 -
2,88 -
2,88
0 0 0
Pleasing Aesthetics 3,5 0,58 4 0,5 3 -0,5 4 0,5
Entertaining 3,5 1,00 2 -1,5 3 -0,5 4 0,5
Rewarding 3 0,00 3 0 3 0 3 0
Engaging 3 0,00 3 0 3 0 3 0
Stimulating 3 0,58 2 -1 3 0 3 0
3,2 -3,2 -3,2 -3,2
0 0 0
Profiling User specificity 2,5 0,58 3 0,5 3 0,5 2 -0,5
Message updating 2,5 1,00 4 1,5 3 0,5 2 -0,5
Dynamic content adaptation 3 0,00 3 0 3 0 3 0
Search 3 0,00 3 0 3 0 3 0
2,75 -
2,75 -
2,75 -
2,75
0 0 0
Localization Languages 3,5 1,53 1 -2,5 3 -0,5 4 0,5
Measures 2 1,00 2 0 1 -1 3 1
Time zone management (is the site kept current
simultaneously) 2,5 1,73 1 -1,5 1 -1,5 4 1,5
2,67 -
2,67 -
2,67 -
2,67
0 0 0
Reviews Trust 1 0,58 0 -1 1 0 1 0
Feedback 1,5 1,00 3 1,5 2 0,5 1 -0,5
Community 1,5 0,58 1 -0,5 1 -0,5 2 0,5
1,33 -
1,33 -
1,33 -
1,33
0 0 0
Transaction
Processing Purchasing/ordering 3 2,08 4 1 5 2 1 -2