Anastacia Simonchik, Maya Hoveskog, Niklas

Göthberg, Fawzi Halila, & Mike Danilovic

Business models and customer value of services

The case of Swedish wind

energy industry

3rd International Conference

on Business Servitization

Wind energy industry context

❖ Inefficiency of O&M services and customer dissatisfaction

❖ Need for business model innovation for servitization to address

different customer groups in after sales

❖ Basic industry energy companies

❖ Energy companies

❖ Investors

❖ Project organisations

❖ Customer value is unclear

Challenges

❖ Customer value identification

❖ It is unclear what is valuable to industrial customers,

why and how to identify it; there is a call for more

research on customer value and methods to identify it in

industrial context (e.g. Keränen & Jalkala, 2013)

Purpose

❖ By adopting industrial customer’s perspective, map

customer perceived value of services and explore

business model influence on it

Analytical framework

Business model

elements

Customer

perceived value

Determinants of

customer value

Research design

Stage Content Outcome

1. Customer

grouping

1. Exploration - workshop with turbine

manufacturer (Gamesa Sweden AB)

2. Development - wind turbine owners

secondary data analysi, own customer

grouping and preliminary case selection

3. Finalizing - verification by industry

consultant (Ecopower Academy Northern

Europe AB)

Verified customer grouping (basic industry

energy companies, energy companies,

investors, project organisations) and final case

selection (4 customers of wind turbines and

O&M services representing each group)

2. Data collection &

analysis

1. 4 interviews semi structured interviews +

collection of secondary data

2. Case summaries according to analytical

model

3. Cross case comparison

1. Industrial solution elements mapping

2. By case: business model elements influence

on customer perceived value content

3. Determinants of customer perceived value

Example of mapped customer value & BM influence: basic industry

Elements of industrial

solution Actual value attributes Desired value attributes

Business model

elements that influenced

1. Service contract (operation

and technical maintenance

activities)

Functionality, alternative

solutions Flexibility, reliability

Competence (O&M

management in other

industries)

2. Software (SCADA system) Functionality n/a Involvement in value creation

(O&M activities)

3. Reports (summarised data

on wind turbine performance

& service activities)

Quality, alternative solutions n/a Involvement in value creation

(O&M activities)

4. Training (technical and

software education) Technical competence n/a

Intentions for development of

involvement in value creation

5. Relationship with service

provider

Collaborative exchange, co-

creation, resulting value:

more efficient solution

More collaborative exchange:

better communication,

cooperation and equality;

reapplying competences

Competence

Findings: Identified Determinants

Business model elements that

determinants derived from Determinants

Key resources

O&M competence

Characteristics of fleet under operation

Key activities Involvement in value creation (O&M

activities)

Business model Intentions for development of value

creation involvement

Discussion & Conclusion

❖ Identified determinants can serve as the basis for BMI for

servitization in wind energy industry in Sweden:

• customer grouping for wind turbine after sales services

• development of value proposition to fit customer specific

needs/ determinants of each specific customer group

❖ Similar factors have been identified in studies from

supplier’s perspective

Questions & comments

Thank you!