Presentation by Prof. Ir. Bart Nieuwenhuis about 'Servitization'.

1. Servitisation
Made to serve #1
Bart Nieuwenhuis

2. Services Valley Café
• Made to Serve #1
– Bart Nieuwenhuis
• Made to Serve #2
– Bart Nieuwenhuis
• Canon Business Services
– Willem Boijens

3. Servitisation: What?
• Redefinition of the “product offering”: from
focus on the “hard core” to a focus on
“solving the problem of the customer”
• From the manufacturing core to the
augmented products
• Servitisation is more than adding
traditional service elements such as
transportation, installation.

4. Production System
delivering products
13 maart 2013
Maatschappelijk Ondernemen
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5. Product-Service System
delivering capabilities
13 maart 2013
Maatschappelijk Ondernemen
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6. Klik om de tekststijl van het model te bewerken
Tweede niveau
Derde niveau
Vierde niveau
Vijfde niveau
13 maart 2013
Maatschappelijk Ondernemen
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7. The augmented product
(Van Dierdonck, 2010)
Hardware core
Service in the broad sense:
solution of the customer’s
problem
Traditional components
of customer service:
• installation
• after-sales service
• repair
• payment
arrangements

8. The opportunities for services
John Deere iGuide system (2007)
Uses GPS technology to
automatically shift the steering
pattern of the tractor to
compensate for implement drift
Health and Usage
Monitoring Systems
Use sensors on equipment
to detect repair and
overhaul requirements

9. Mud Jeans
9

10. RAU asks Philips for ‘hours of light’
CIO Philips Jeroen Tas: “Transition of Philips into connected and real time business”

11. Strukton: pitch for a 20-year revitalization
of the area
Public Private Partnerships for urban management and a safe public space.
The city doesn’t run the school, but pays for access to education for the local children.

12. Threadless:
The Customer is the Company
• Threadless rethought the relationship with the
•
•
•
•
•
customer. Customer end up playing a critical role
across all its operations
Small very successful company in Chicago
designing and selling T shirts
Community of customers who may make their own
design
Members of the network submit their ideas and
then voted on which ones they liked best.
Site became a community center where they
blogged, chatted about designs, and bought T
shirts.
Company realized high margins; little/no overstock

13. Questions?

14. Services Valley Networking