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Die Zukunftspotenziale der digitalen Technologie könnten den Dienstleistungssektor entscheidend transformieren und damit der schrumpfenden Wettbewerbsfähigkeit der deutschen Wirtschaft neuen Schwung verleihen.
Das Schiff des Wirtschaftsstandorts Deutschland schwankt in rauer werdender See. Es schwankt weniger, weil die traditionellen deutschen Wertschöpfungssäulen (insbesondere die Flaggschiffe Automobil- und Maschinenbau sowie Chemie- und Logistikindustrie) hierzulande an Know how eingebüßt hätten; es sind vielmehr die großen Technologiedurchbrüche der letzten Jahrzehnte, die die deutschen Tugenden, welche mehr als ein Jahrhundert lang für einen Spitzenplatz unter den großen Wirtschaftsmächten gesorgt haben, drastisch an Bedeutung verlieren lassen. Perfektionismus, Verarbeitungsqualität, Zuverlässigkeit und Langlebigkeit von Produkten aller Art sicherten der deutschen Wirtschaft über viele Jahrzehnte hinweg internationales Ansehen. Das führte allerdings zu einer gewissen Selbstzufriedenheit, die die eigene Spitzenposition in der Welt als Selbstläufer ansah. Verliebt in die eigene Perfektion (der Strategieberater und Blogger Sascha Lobo spricht plakativ von einer „Spaltmaßfixierung“ ganzer Wirtschaftszweige) und an permanenter rein inkrementeller Innovation orientiert, hinkt Deutschland auf wichtigen Gebieten der künftigen Wertschöpfungsfelder dem Wettbewerb gefährlich hinterher – insbesondere auf dem für die Zukunft entscheidenden Technologiegebiet der Digitalisierung.
Manufacturing companies are constantly increasing their efforts in the subscription business, also known as product-as-a-service business, offering usage and outcome based solutions (value-in-use) instead of transactional services and products (value-in-exchange). Customers are becoming contractual subscribers of the solution in return for recurring, performance-related payments. To address arising, inevitable challenges like (1) reducing customer churn, (2) increasing usage intensity and outcome quality, (3) ensuring the adoption of product and software releases as well as (4) fostering customer loyalty, leading manufacturing companies are setting up a new organizational, customer-facing unit, called Customer Success Management (CSM). This unit has its origins in the software-as-a-service business, operating next to established entities like sales, key account management and customer service. Since there are currently no holistic models for an end-to-end description of CSM-tasks in the manufacturing industry, this paper contributes to a taskoriented reference model, using a grounded theory approach, examining both manufacturing and software companies. Containing a reference framework with 8 main tasks, 17 basic tasks and 76 elementary tasks, the reference model supports manufacturing companies in adapting and customizing a company-specific CSM concept.
Pricing for Smart-Product-Service-Systems in Subscription Business Models for Production Industries
(2021)
In the production industry, subscription business models have the potential to create long-term relationships where a supplier provides a continuous value-oriented service to a customer based on digitalisation. Monetising this increase in value through pricing represents a central challenge for suppliers in subscription business. Unlike the current dominant transactional business, the focus of pricing is on the value-in-use of the customer (e.g. on the increase in output for the customer). In this regard, there is so far no pricing approach for practice that allows the linking of the performance data of the customer with the periodically charged price. However, in subscription businesses, such an approach is required to create win-win situations for the customer and supplier through continuous performance improvement. Therefore, this paper develops a novel process model for pricing of smart-product-service-systems in subscription business for production industries. This process can serve as basis for suppliers of subscriptions in the production industry to align pricing with the created value-in-use. In the long term, this allows companies to systematically develop their pricing to monetise the potential of digitalisation.
Electricity generated by wind turbines (WT) is a pillar of the transition to renewable energy [1]. In order to economically utilize WTs, operating and maintenance costs, which account for 25% of total electricity generation costs in onshore WTs, are a focus of cost reduction activities [2]. A prescriptive maintenance approach can support in achieving this goal. Prescriptive maintenance is a maintenance approach, where asset condition data is collected and analyzed to recommend specific actions to prevent breakdowns and reduce downtimes. However, the processing and analysis of data is quite complex. Especially unstructured data (such as comments of service technicians in free text fields) is often left unused, as companies, mostly SMEs lack the capacity to carry out these analyses. In this work we propose an approach to utilize the information from service reports, maintenance reports as well as status records from SCADA systems for the development of a prescriptive maintenance approach to onshore WTs. To achieve this, an ontology was utilized in this approach to codify implicit knowledge of service technicians and aid in making unstructured data usable for further analysis. The ontology was used to link historical service and maintenance reports with status codes, thus enabling automated analysis. In interviews with WT topic experts and through further research, damage mechanisms and corresponding maintenance measures were identified and a measure catalogue was developed to support service and maintenance activities. The recognition of the root cause of problems allows for a prescriptive maintenance approach that recommends targeted actions to reduce downtimes and optimize maintenance activities, it also allows to effectively control the outcome of maintenance activities and optimize their execution.