a representation framework of product-service systems for classification and design - yong se kim

A Representation Framework of Product-Service Systems

for Classification & Design

Yong Se KimSungkyunkwan University

Product-Service Systems (PSS)

▌ Service Supporting Product vs Service Supporting Customer(SSP) (SSC)

[Baines and Lightfoot 2013], [Fischer et al. 2013]

▌ Classification of PSS Offerings[Tukker 2004], [Gaiardelli et al. 2014]

▌ Classification of Servitization Processes

Classification of Product-Service Systems

4

A Classification of PSS Offerings[Gaiardelli et al. 2014]

▌ Service Supporting Product vs Service Supporting Customer(SSP) (SSC)

[Baines and Lightfoot 2013], [Fischer et al. 2013]

▌ Classification of PSS Offerings[Tukker 2004], [Gaiardelli et al. 2014]

▌ Classification of Servitization Processes

Classification of Product-Service Systems

Product-Service Systems Representation

▌ Characteristics of PSS▌ Guide of PSS Design and Servitization

▌ 12 Dimensions▌ Value Space▌ Product Space▌ Customer Space▌ Actor Space▌ Service Space▌ Biz Model Space▌ Context Space▌ Touch point Space▌ Time Space▌ Society Space▌ Environment Space▌ Product-Service Space

▌ Value Space

▌ E3 Value Concept [Cho et al 2010]


Experience Value

PSS Values

Extrinsic Intrinsic

Emotional Epistemic

Active

Economic Value Ecological Value

ExtrinsicSocial

Reactive

IntrinsicSocialFunctional

▌ Value Space: Smart Lighting Customization Service at Coffee Shops



▌ Product-Service Integration Aspects


▌ Product Space

▌ Classification of Manufacturing Company’s Product:UN Standard Products and Services Code (UNSPSC)

▌ Product Life-Cycle Steps for PSS

Raw Materials Industrial Equipment

Components and Supplies

End Use Products Services


▌ Customer Space

▌ Customer Segmentation▌ Customer Activity Lexicon: Necessary, Contracted, Committed, Leisure


Service Space of Smart Lighting Customization

SSPP SSCCSSPC SSCpSSPc

My SpotCustomization

My Spot Sharing

LightingControl

CoffeeluxCommunity

Reservation

Service Space of Personalized DIY Furniture

SSPP SSCCSSPC SSCpSSPc

FurnitureDelivery Community

Expert Advice

DIY FurnitureChoice DIY EducationPersonalized

DIY

▌ Service Space

Product-Service Systems Repository

▌ Business Model Space: Business Model Canvas + Strategies [Yoo Suk Hong, SNU]




▌ 12 Dimensions▌ Value Space▌ Product Space▌ Customer Space▌ Actor Space▌ Service Space▌ Biz Model Space▌ Interaction Context Space▌ Touch Point Space▌ Time Space▌ Society Space▌ Environment Space▌ Product-Service Space


ProductSpace

ValueSpace

P-S RatioSpace

Touch PointSpace

TimeSpace

InteractionContext Space

Biz ModelSpace

P, LCS

Who, What

ServiceSpace

ActorSpace

CustomerSpace

Product-Service Systems Representation & Repository

▌ Manufacturing Servitization Support Framework

▌ Sponsored by Korea Ministry of Trade, Industry, and Energy

2008 - 2013 2013 - 2016

ManufacturingServitization

SupportFramework

Product-Service

SystemsDesign

Strategy

PSS System

Manufacturing Servitization Support Framework

Manufacturing Servitization Support Framework

▌ Industry Servitization Cases▌ Servitization Process Represented by Service Blueprint: LED Lighting PSS

Position Assistive Device PSS

ValueSpace

ServiceSpace

Biz ModelSpace

Index Similarity Assessment Methods

Activity1

맞춤 탱크 제작

Activity2불량점검

Activity3

SSPP SSPc SSPC SSCp SSCC

Activity4

모니터링/콘트롤

안전관리 솔루션

Activity2

콜센터

Activity3

탱크운영 솔루션

Activity4

출장 및 방문

Activity5육아상담

SSCp SSCCSSPCSSPP SSPc

Activity1오염진단

Key Partners Key Activities Relationships Customer Segments

Key Resources Channels

Key Partners Key Activities Relationships Customer Segments

Key Resources Channels

Value Propositions

Revenue StreamsCost Structure

Value Propositions

Cost Structure Revenue Streams

Members

Merchants

Enterprises

Sales/Support Team Data Centers

Distribution Network

R&D

OEMs

Retailer Partners

Traffic Acquisition Cost

R&D Cost

AD Revenue

Enterprises Product Sales

Members

Social Media Data Centers

Repair Shop Owners

AD Revenue

Personal Assistance

Website

Online Community

1

1

1

0

1

1

1 1

1

0

1

1

1

1

0 1

E3 Value

Tree Structure

- Value Tree Branch

- Tree Branch Weights

- Value Theme Similarity

SSPP-SSCC

- SSPP-SSCC Weights

- Service Score

- Service Element Similarity

Business Model

Canvas

- Aspects

- Strategies per Aspects

Similarity Assessment [Jihyun Lee, KAIST]

Similarity Assessment

Customized Wheelchair vs. Posture Assistive Device

Service Design Graduate Program (2013 - )

BK 21+

Information: facebook.com/cdi2005Inquiries: [email protected]

Faculty Members of Service Design Institute

[email protected]://sdi.skku.edu

A Representation Framework of Product-Service Systems

for Classification & Design