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Institute
The rapid developments in information and communication technology enable new bus iness models that are based on digital platforms. Marketplaces such as Amazon or Airbnb have already adapted this business model to connect previously unconnected supply-side and demand-side to conduct a business transaction via a digital platform. Due to Industrie 4.0 and the rapid technological development that comes with it, digital platforms have entered the market within the area of the mechanical engineering. Different platform types exist, such as marketplaces for machine equipment or digital data platforms for connected machines. Although numerous companies claim to offer platform-based bus iness models, they often lack knowledge on individual business model components. To close this gap, this paper structures a variety of existing platforms based on their detail characteristics. Within this paper, existing typologies of digital platforms from other industry areas are analyzed. Case study research ofplatforms within the mechanical engineering is used to adjust these typologies and create a new one for digital platforms within the mechanical engineering.
This chapter presents key challenges of digital pricing: selling value propositions, data-driven quantification of value, the design of value-driven pricing models, and the definition of subscription-based price metrics. To structure the pricing for smart-product-service offerings promisingly, a framework with four specific elements has been developed. To address the value propositions properly, this chapter presents four archetypes for offering smart-product-service systems. The chapter concludes by presenting an approach to quantify customer value for digital products and services.
Der Vertrieb digitaler Produkte und Services stellt für die meisten Anbieter aus der produzierenden Industrie noch eine große Herausforderung dar, sodass die gewünschte Monetarisierung des Digitalgeschäfts hinter den Erwartungen zurückbleibt. Um die weitreichenden Herausforderungen der Vermarktung systematisch anzugehen, hat das Center Smart Services zusammen mit dem FIR das Innovationsprojekt‚ Vertriebsexzellenz für digitale Produkte & Services‘ ins Leben gerufen. Im Rahmen des Innovationsprojekts werden
gemeinsam mit einem branchenübergreifenden Konsortium von Industriepartnern Strategien, Methoden und Erfolgsprinzipien aus über 50 Fallstudien abgeleitet und in einem exklusiven Vertriebsleitfaden aufbereitet. Dieses Vorgehen dient dazu, wertvolle Impulse für die Weiterentwicklung des digitalen Portfolios und Pricings sowie die Vertriebsorganisation, -steuerung und -kommunikation zu gewinnen, um Schritt für Schritt einen deutlich messbaren Erfolg in der Vermarktung digitaler Produkte und Services zu erzielen.