Perancangan Model Bisnis

MRS 3104
Manajemen Rekayasa
Fakultas Teknologi Industri
IT Del
Perancangan Produk-Jasa

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New Product Development
Stage

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Product development process as
part of the innovation process

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A typical project development
process and various entities
involved
Device Under Tests

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Stage-Gate Model

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Design for X (DfX)

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 Engineering Management
Approach

Design for X
Innovative
Management Systems
Projects

Life Cycle
Planning Organizing Actuating Controlling
Integration

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 Engineering Management Services
for Product-Service System Design
Development Stage System Engineering Services
Evaluation/ Feasibility Analyze the client’s design requirements, organize competitive product study,
Phase 1
Study look feasibility of the product, assess ballpark manufacturing cost, etc.
Work with the client on feature set definition, do preliminary design, assess
Material and Engineering cost for prototype, look at both Embedded software
Development/ and application software. The team makes build an buy decision for various
Phase 2
Prototyping subcomponents. Manufacturing and material specialist gets a quote for
building product details. At the end of design period - the team is ready with
reference prototype design.
Reference or prototype is shown to manufacturing specialists, its
manufacturability is evaluated, a volume manufacturing plan is developed
Phase 3 Production Readiness
with the client. In mean time, Engineering team continue to test vigorously to
make the reference ready for manufacturing
Production Ramp, and The team works on production schedule, gets ready product in the agreed
Phase 4
Market Readiness quantity or the client can make his own arrangements for production.
After Market Support
The support team will be able to provide engineering support. The design
Phase 5 and Product
team will work on new iteration of the product, if desired by the client.
Improvements
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House of Quality

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 Product and Service
Ownershi Access
p

Product
Service

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PSS

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PSS Concept

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“We define sustainability broadly at P&G to include
both environmental sustainability and social
responsibility.”

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Model Bisnis

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The “building” system

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Traditional Business Model

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Product-Oriented Industrial PSS

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Use-Oriented Industrial PSS

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Result-Oriented Industrial PSS

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Manufacturing Centric

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Classic Product Service System

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Product Service Systems

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Product Service System

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From product to experience

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 Product Service System
• A Product Service System is a system of products
and services including supporting infra-structure
that is designed to be competitive and to be able
to satisfy customers needs.
• A Product Service System can be offered by one
company or by an association of companies.
• It can include products with additionally services
or services with additionally products.
• Product Service Systems can help to make the use
of products more optimal, effective, intensive and
long-term.
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 Remember
• A PSS is strategic decision to move from
designing and selling PHYSICAL PRODUCTS to
designing and selling SYSTEMS of PRODUCTS
and SERVICES that together can satisfy the
user needs.
» Manzini and Vezzoli

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Product service system design

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Product-Service Systems

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 Product Service Systems

Source: http://www.ecodesign.at/einfuehrung/allgemein/produktdienstleistungen/index.en.html 38
Open-System view of services

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The three phases of Product Service
Systems

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 Methodology for Product Service
Systems (MEPSS)
The tools developed for MEPSS to assist in the development of product-service system aim at
addressing three main questions:
• How can industry conceive and implement PSS in a systematic and efficient manner?
• How can industry analyze and assess economic, social and environmental impacts of PSS?
• What are the key factors of success or failure of a PSS?

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Source: http://www.mepss.nl/index.php?p=parkersell
PSS model with
simplified
example flow

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 Advantages and disadvantages of different
product service systems (PSS's)

Source: Tukker, A. (2006) Business models for sustainable resource use, Sustainable resource management
conference, 6-7 December 2006, Bruges
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Products to Solutions

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Overall Structure of Industrial PSS

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Customer Co-Creation Mechanism

Source: http://www.hitachi-america.us/rd/co-creation/
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Collaborative-
consumption-
three-systems

Source: https://hbr.org/2010/10/beyond-zipcar-collaborative-consumption

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Five Why Analysis

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No-Fault-Found reference architecture in automotive

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Challenges and Opportunities

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From selling “product” to selling
“product-service system”

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Shifting the Traditional Mind-Set
• Back-end units (a provider-
centric approach)
• Cost reduction
• Product innovation
“products”
“tailored
solutions”
• Front-end activities (a customer -
centric approach).
• How Companies are servitizing?
• The trick for companies is to
redefine their offerings in ways
that make it easy for customers
to get the benefits they seek.
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 PRODUCT- SERVICE SYSTEMS
• A Product-Service System can be defined as
– the result of an innovation strategy,
– shifting the business focus from designing and
selling physical products only,
– to selling a system of products and services which
are jointly capable of fulfilling specific client
demands.

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Source: http://slideplayer.com/slide/7652581/ 57
 PSS Representations (Knowledge
Types)
• 12 dimensions
1. Value Space
2. Product Space
3. Customer Space
4. Actor Space
5. Service Space
6. Biz Model Space
7. Context Space
8. Touch point Space
9. Time Space
10. Society Space
11. Environment Space
12. Product-Service Space
» Yong Se Kim

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 Classification of PSS proposed by
Tukker (2004)

Source: A. Tukker
Eight types of product–service system: Eight ways to sustainability? Experiences from SusProNet
Business Strategy and the Environment, 13 (4) (2004), pp. 246–260 http://dx.doi.org/10.1002/bse.414
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