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This presentation belongs to a guest lecture given at the Leiden University at the Leiden Institute of Advanced Computer Science for the course ICT Strategy & Planning. This lecture aims gain insight in the function and added value of technology roadmapping, business roadmapping and product service roadmapping. The presentation is put into the context of Philips Healthcare. Please not that this is a fake situation a that does not necessarily need to comply with reality. For further questions, please do not hesitate to contact me.
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Lecture Roadmapping Product-Service systemsThe product service integrated roadmapLecturer: drs. Ir. J.R. Helmus
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As a master of integrated service engineering you might be interested in the Product Development Management Association
4Cicada Innovation 2012
General practitioner
District Nurse / Home Care
ContentMonitoringcocreationcommunicationfinance
Fragile elderly
Family care
?
Product-service Innovation for Elderly project 2012
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29-4-2013
What if your thermostat didn’t need you…Example of my vision on the future
29-4-2013
www.evrythng.com
29-4-2013
www.evrythng.com
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We are the top management team of Philips Healthcare
Imagine….
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Suddenly this man walks in…
And tells us about the reorganisation of the Philips business model…
And we need to come up with an innovation plan for our business unit otherwise it will be sold….
We have only one hour to tell him about the innovations inhealth we willcome up with for the next 3 years..
Our innovation funnel is at least two years…
How will we be able to come up with this plan for future
innovations?
Well..Roadmapping could help us
Part 1:Technology roadmapping
Part 2:Tradidional roadmapping
Part 3: Roadmapping for product-service combinations
Objectives for this lectureAfter this lecture you will be able to:
Understand the basics of roadmapping
Understand the differences between the various ways of roadmapping
develop a roadmap for product service
combinations
• different types of roadmaps• Technology versus business roadmapping• Technology roadmapping in short• Traditional Business roadmapping•Connection between technology and business roadmapping
•business roadmapping for Product-Service combinations
Structure of this lecture
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Part 0
What is Roadmapping
What is roadmapping?
“What kind of activitiets do we need to startup today to soon have the availability of Technology, knowledge and Competences to create the products and Services of tommorrow?
In basis, there are two kinds of roadmaps.
Technology Roadmapping (TRM)• Initiated by government or branch• Transcending companies• Often for cluster/branch/sector• Scope: 10-20 year• Goals: identify need for research and
priorities for research• No ownership• Not confidential, often public
Business Roadmapping (BRM)• Initiated by a company• Company specific• For a company, product of product range• Scope: approx 5 year• Goals: develop a practical planning for achieving the company's vision• Company is owner• Confidential
Part 1
Technology roadmapping
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Let‘s get back to the Philips Healthcare Management team
Age, Family History, Living environment, Social connectedness
Weight: ScalesHeight, Waist, Hip: Tape Measure, Clothes fit, Lean body mass
Temperature: Thermometer (surface, core heat)
Appearance: Photo , Video, Body imaging
Heart Rate: Wristband, Breast band, Sticker sensor
Body Fat: BMI, Impedance
Activity: Pedometer , Accelerometer, HR, HRR, O2/CO2Psychological & Physical health: HR, HRV, Glucose, Lithium, (…)
Fitness: Flexibility, Strength, Endurance Respiratory: FEV
Sleep: Accelerometer, Electrical
Stress: Breathing rate, BP, Galvanic skin resistance, HRV, Salivary, Cortisol
Cardiovascular risk: HRV, BP, arterial plaque, Cholesterol
Physiological health: DNA, Immune status
Today
Future
Nutrition: Intake, Marco/micro nutrients
Medicine adherence: Sender pill
Sensory: Vision, Aural, Tactile Thermal, Taste
?
A master of science should be able to develop a vision on future technologies
For example on Ehealth
Technology Roadmapping
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Technology roadmap
Example of a technology roadmap for newspaper related technologies
Technology Roadmapping often results in typical conjoint roadmap based on scientific sources
Technology Roadmapping
The Scurve model helps to gain insight in technology development
time
Tech
nolo
gie
waard
e
Current technolgy
New technology
STAR
CASH COW
QUESTION MARK
DOG
DOGPerf
orm
an
ce (
e.g
.. %
effi
cen
cy/$
)
Carefully choose one or more technology performance indicators
Ideal timing moment for new technology implementation
Technology Roadmapping
. Ten Hagen Stam
Technology assessment
4R-model
Cyclicmodel: 4R’s influence each other
research
resources
rumours ready
Bron: Trends in IT 2001, P. Noordam, A. van der Vlist, B. Derksen, uitg. Ten Hagen Stam
Technologieverkenning
BCG-matrix
• Question Mark = tech development unclearresearch H, rumours H, rest L
• Star = tech performance will growresearch H, rumours H, resource H
• Cash Cow = no tech developmentresearch L, rumours L, resource H, ready H
• Dog = failed technologyresearch L, rumours H, resource L, ready H
research
resources
rumours ready
Functionality and performance determines the applicability of a technology for your product/service
Example: proprerties, functionalities and performance indicators for 3D printing methods and other rapid prototyping methods.
Technology Roadmapping
Timing of technology research and development is crucial for a company’s performance
Required time to implement technology
5 - 10 year 3 - 5 year 1 - 2 year
Well
un
ders
tood
pro
ven
un
pro
ven
Unce
rtain
ty o
f te
chnolo
gy
research
Future
Current projectsMissed opportunity
problem
B
F
CD
E
G
A
Innovation matrix for a specific technology
Technology Roadmapping
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Imagine you are the CEO of the new motion
You would like to invest in quick charging infrastructure
But there is no market standard yet and there is not enough
money to make mistakes
Technology Roadmapping
Many research companies publish technology roadmaps or forecasts
Bottom up assessment to within value chain to create technology roadmap
Chipmachine producers Chip producers
Examples are: Accenture/ mcKinsey/ Batelle/ Rand
Purchases new technology equiptes machinesroadmaps nieuwe producten
Sales new technology equipped machinery
Technology Roadmapping
Examples of public Dutch technology roadmaps
• Elektricity Technology Roadmap (KEMA)– Vision on electricity 2020
• “Catalysis, Key to sustainability”– Sector roadmap up to 2010
• Nationale Toeleveren & Uitbesteden Agenda (NEVAT)– 4 sector roadmaps for:
• Electronics/mechatronics• Automotive• Plastics value chain• Metal industry
Technology Roadmapping
Technology Roadmapping
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Back to Philips healthcare
RIDING A SKATEBOARD JUST BY THINKING ABOUT THE DIRECTION TO GO TO.
Based on technology dreams could come true
29-4-2013
Let’s think about these future innovations in eHealth
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Develop a future vision on technologies that will play an important role in eHealth innovations for Philips in the near future?a) What kind of performance indicators are relevant for this
technology?b) How would you find out when this technology will reach the cash
cow phase in its life cycle?
Assigment for part 1
Part 2
Tradidional Roadmapping
traditional Business Roadmapping
•The basics•The requirements• factor time in a roadmap• push versus pull• Roadmap input methods• relation with other RM’s
Business Roadmapping
Identification, selection, acquisition, exploitation and protection
Technology roadmapping—A planning framework for evolution and revolutionRobert Phaal*, Clare J.P. Farrukh, David R. ProbertTechnology forecasting and social change, 2004/vol 71 UK accepted 26 May 2003
Traditional roadmapping is integrated in te business strategy cycle
Business Roadmapping
PRODUCT LINE A
PRODUCT LINE B
PRODUCT LINE C
A1 A2 A3 A4
B1 B2 B3
C1 C2 C3
B4
TECHNOLOGIESEXTERNAL
TECHNOLOGIES
technology bb
technology pp technology qq
technology aa
technology xx technology yy technology zz
INTERNAL
technology a1 technology a2
technology p1 technology p2 technology p3
YEAR 1995 1996 1997 1998 1999 2000 2001
Philips generic format
in different forms and shapes Roadm
apping basicsBusiness Roadmapping
vandaag
The basic idea of roadmapping is simple
time
Technology/knowledge/Competences
Product/service
Business/Market
Business Roadmapping
Today
“What kind of activitiets do we need to startup today to soon have the availability of Technology, knowledge and Competences to create the products and Services of tommorrow?”
soon tommorrow
• Being able to develop a vision on the future of the market and environment of the organization
• Insight in the competences of the organization
• Insight in the portfolio of the organization
• Shared ambition for the future
• The desire to concretize the vision and strategy of the organization in a practical integral plan
&• The ambition and desire to execute this plan!
Business Roadmapping
The requirements for successful roadmapping within an organization are:
`
tijd
Technologies/knowledge/Competences
Product/service
Business/Market
Time connects push versus pull strategies• From where the organization stands now and came from• From market demand to new technology development• From an ambition or a vision on a future market• Mind the short term and long term horizon (mc Kinsey - three horizons)
past futuretoday roadmap
MARKET
PULL
TECHNOLOGY
PUSH
Business Roadmapping
Mind the technology roadmap
Therefore an integral approach is needed to connect the dots in the roadmap
• Different aspects and disciplines within the organisation (in layers and sublayers)• Process indicators like : drivers, issues, indicators, milestones• Relation between the layers and process indicators
tijd
Technologie/Kennis/Competenties
Product/Dienst
Business/Markt KNOW WHY
KNOW WHAT
KNOW HOW
KNOW WHEN
Business Roadmapping
Using pre-announcements can help to adjust the disciplines in the roadmap - particularly production versus demand over time
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http://mynokiablog.com/2011/10/01/rumours-nokia-windows-phone-nokia-ace-to-have-4-3-amoled-1800mah-and-lte-4g-att-q1-2012-searaysabre-specifications-inside/
‘‘formal, deliberate communication before a firm actually undertakes a particular marketing action such as a price change, a new advertising campaign, or a product line change’’.
Business Roadmapping
It makes it even be possible to finance the scale up process
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• Recent well-known examples of NPP include Microsoft’s Windows Vista, officially launched on November 30,2006,
• Apple’s iPhone, launched on June 29,2007,
• Apple’s iPad, launched on April 3, 2010.
• For example, Amazon.com accumulated 1.6 million prelaunch orders for J.K.Rowling’s book ‘‘Harry Potter and the Deathly Hallows’’ two weeks before its launch date (July21,2007), making this book the most preordered product ever for the online retailers.
Online prelaunch orders proved to be effective and efficient in locking customers with the preannounced products.
NPP becameincreasingly popular recently, especially in thecompetitive high-techindustries.
Examples
Business Roadmapping
Productie proces3
Markt1
Product/Service2
Business Roadmapping
At best the relationships between projects and layers are to be made explicit in the roadmap
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What could have gone wrong in Google’s roadmap?
Business Roadmapping
Several methods can be used to achieve a future planningExamples of methods
• SWOT-analysis
• portfolioanalysis
• competitor analysis
• market- en trendresearch
• technology assessment
• scenario-development
Here you see the function of technology roadmapping
Possible future
Mid term future
Short term future
Possible future
Possible future
Now
1.
2.
3.
4.
1. Trendanalysis2. Scenario development3. Backcasting4. Roadmapping5. Portfoliomanagement
5.
Business Roadmapping
iPad Mini kannibaliseert verkoop originele iPadAMSTERDAM - De verkoop van de 9,7 inch iPad groeit niet meer. Sinds de komst van de iPad Mini neemt de verkoop van het originele model in Japan en de Verenigde Staten zelfs af.
56http://www.nu.nl/gadgets/3190250/ipad-mini-kannibaliseert-verkoop-originele-ipad.html
Business Roadmapping
How would Apple use its roadmap when introducing a new product?
There are innovation processes based on different types of roadmaps
Product-Technology options evaluation
Roadmapcreation
Define targets
Product-Market analysis
Marketinformation
Technology Assessment
Identification of Technology
Project proposals
Bron: EIRMA /Phaal et al.
Business Roadmapping
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proces
Another example of a innovation process that uses several roadmaps
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Back to Philips healthcare
29-4-2013
http://www.myzeo.com/sleep/http://www.philips.nl/c/audioproducten/mp3-link-aj7030d_12/prd/nl/
Let’s create a roadmap for a new connected Philips product
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Now, develop a business roadmap for the MyZeo that contains specific roadmap proprties based on the article on of Phaal et al. (2003).
Assigment for part 2
Part 3
P/S Roadmapping
29-4-2013
Visie IBM
Roadmapping for product-service combinaties
Technology roadmapping for technology-basedproduct–service integration: Youngjung Geum, Sungjoo Lee, Daekook Kang, Yongtae Park J. Eng. Technol. Manage. 28 (2011) 128–146
PS Roadmapping
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MY
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WHAT IF FILTERSYSTEMS WOULD ARRANGE MAINTENANCE AUTOMATICALLY
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The internet of things is nothing new
The application of IoT is new
If costs and benefits match…
Costs of IoT Benefits of IoT
Sensor ~ 1 cent
UMTS chip ~ 10 cent
Source:alibababa.com
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3 types of streams1. information2. Feedback3. enhancement
THEN WISDOM AND KNOWLEDGE WILL BE THE NEXT CURRENCY
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The cloud will become the center of the ecosystem of product service (IoT) combinations
That is because P/S systems contain several typical elements
PS Roadmapping
Example:
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What’s on this managers mind at the end of each year?
Harold GoddijnWhat are the minimum requirements for my product to be delivered? And what can I deliver later (after sales)?
PS Roadmapping
The minumum viable product is a guideline first product release and follow up
http://www.userdrivendev.com/p/mvp-for-enterprise.html``
PS Roadmapping
To gain full advantage of this seperation the roadmap should be adjusted
time
Technology
(interface)
Service
Business/Markt
Product
Knowledge/
competences
PS Roadmapping
Technology as an enabler
Technology directly enables the integrationof products and services, directly infused inthe process of integration.
Even the individual product or service is nottechnology-embedded; the integration canbe realized by the technology.
Bron: CSI – Bob williams
Technology indirectly enables the integrationof products and services by being applied tothe both products and services and providing the means for integration
PS Roadmapping
Technology mediates the product-originated integration, particularly thetechnology-based servitization
Bron: CSI – Bob williams
Technology mediates the service-originatedintegration, firstly applied to the serviceand the service is productized to providethe more valuable information
Bron: www.evalan.com
Technology as a mediator
PS Roadmapping
Technology and products are independently applied to the services, facilitating the product–service integration.Mostly happens in technology-basedmaintenance service
Bron: CSI – Bob williams
Technology facilitates the integrationof products and services,especially the integration towardthe product
Technology as a facilitator
www.plymovent.com
PS Roadmapping
Question: What kind of role would technology have in the product/service system of Car2Go?
Development of the roadmap on macro level (1)
Development of the roadmap on macro level (2)
Development of the roadmap on macro level (3)
QFD / linking grid is the proposed method to connect P/S/T within the roadmap
Service features adjusted to customer value drivers
Linking the features enablesbest selection of technology
Intermediary step from service to technology embedded service
Example of QFD
Score van concurrentie
Relatie van de eigenschappenValue map en attributen tabel
klantwensen
Product eigenschappen
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Case : Servitization of ehealth product
We currently produce inhalers for asthma patients. We are able to add technology to our product by implementing all kinds of sensors (flow/temp/RH/volume) and develop a service for nurses/patients/family etc.
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Asthma practitioner
Asthma patient
Teachers
Family care
?
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Now, develop a roadmap for the product service system of the inhaler case that contains the specific roadmap adjustments based on the article on of Geum et al. (2011).
Assigment for part 3
The end result displayed in a roadmap
29-4-2013
Jurjen [email protected]@hva.nl0645464751