INTELLIGENT SOLUTIONS TO DISRUPT INDUSTRIES CASE COMPETITION SUMMER TERM Lecture Service Design & Engineering and Service Innovation Award

Transcription

1 INTELLIGENT SOLUTIONS TO DISRUPT INDUSTRIES CASE COMPETITION SUMMER TERM 2016 Lecture Service Design & Engineering and Service Innovation Award

2 Case Competition 2016 INVENT THE FUTURE OF SERVICES, BASED ON DIGITAL DOCUMENTATION RWTH Aachen Campus Center Smart Services Seite 2

3 Background SMS group The name SMS group stands for tailormade metallurgical plants, machinery, and services. Applying innovative ideas and globally uniform standards, the SMS group joins forces with their customers in the steel and NF metals industries to create all-new products with pinpoint precision. The services are positioned all over the process chain, from spare parts, modernizations, tailor-made maintenance procedures to customized training programs, from over 50 locations worldwide. SMS digital SMS digital is a newly founded subsidiary of the SMS Holding. The company is set up as a start-up incubator for digital products for SMS group s customers. SMS digital follows an entrepreneurial approach towards business and will work closely with SMS group s business units to develop and sell products, which add value to the customers. The unit uses the design thinking method as well as lean start-up principles to act quickly and efficiently. RWTH Aachen Campus Center Smart Services Seite 3

4 Background Technical documentation today Recently, SMS delivered a complete steel plant to one of its customers, including steel production, caster, rolling mill and reprocessing lines. Besides the steel mill, the customer received about drawings of components/assembly groups and more than wiring diagrams. The list of components contains more than items and the documentation more than documents. The whole package contains about 50 GB of documentation data; which is also being supplied as an enormous amount of printed paper. The economic benefits of digital documentation are obvious: Access to information in the right place, at the right time and in the right granularity provided with a state of the art usability and therefore a higher operational process efficiency for the technical documentation. Additionally, digital documentation opens up the possibility to offer customers new, value adding services for their specific needs. This is, where your case begins: RWTH Aachen Campus Center Smart Services Seite 4

5 Your task You have recently taken a job at SMS digital. The mission of your team is to develop a business model for innovative, value adding services based on digital documentation. At SMS digital, documentation is not only seen as a standard offering, instead it is viewed as a resource to offer new value to customers: The potential of digital documentation should be captured by integrated services in order to offer new value to customers. These new services can reach all the way from direct access of expert know-how to spare parts identification and e-shop integration. Your basic task is to build an approach to introduce a digital documentation product. RWTH Aachen Campus Center Smart Services Seite 5

6 Your task These new service ideas should focus on: development of a digital documentation product current market potential for the digital documentation product and related innovative services development of a business model and an appropriate market approach analogies from services in other industries services for new and/or existing plants RWTH Aachen Campus Center Smart Services Seite 6

7 Your task Currently the dataset of documentation includes the following: All kinds of machine documentation data (drawings, bills of materials, manuals, guidelines and instructions). Data is available in various formats (CAD, ERP, XLS, PDF, Scans) and is provided by different divisions of the SMS Group, including suppliers. You also can think of new, valuable data sources to develop new service offerings for customers, e.g. customer data (CRM), log file data, maintenance data, remote control data, etc. The idea is to create value out of various data sources. In order to develop an idea, you and your team can access different channels of information: internet research, surveys and interviews and the documents in your folder. Use the given information wisely and integrate it into your project for better results. The next board meeting will be held in Aachen on June 17 th and first drafts of your idea(s) are expected from your team on that date. RWTH Aachen Campus Center Smart Services Seite 7

8 Timeline 2016 Apr. May June July Aug. Sept. Lecture I-III Service Design & Engineering Case Design Kick-Off / Lecture IV Processing Time/Lecture Feedback-event / Lecture V Concept submission deadline / Lecture VI Concept evaluation by FIR Date tbd Presentation of Top Teams Award ceremony Date tbd Date tbd RWTH Aachen Campus Center Smart Services Seite 8

9 Framework The Service Innovation Award is part of the lecture Service Design & Engineering Teams: 1-2 students Your solution: Language: English 1 page management summary 12 pages concept description Format: pdf file, 1,5 line spacing, Font: Times New Roman 12pt, 2,5cm margins The Teams hand in and present their concepts at Presentation 20 min. + discussion 10 min. Course grade: Paper (50%) + Presentation (50%) RWTH Aachen Campus Center Smart Services Seite 9

10 Expected results: Build your Business Model! Develop a Business Model Use structured guidelines such as the Business Model Canvas Your Business Model should include Value proposition Customer segments Revenue streams Cost structure Key Activities Key Partners Key Resources Customer Relationships Channels RWTH Aachen Campus Center Smart Services Seite 10

11 Expected results: Develop a Mock-up! A Mock-up is a design model that demonstrates and promotes the purpose of an idea visualizes the basic function principles varies from a simple hand based drawing to a high resolution rendering, short video, used for study or testing RWTH Aachen Campus Center Smart Services Seite 11

12 Gather information from anywhere! Sources Internet Books, papers and other publications Surveys Interviews Field tests Additional hints Take SMSs perspective Put emphasis on customer value Identify Pain Points State your products USP Implement a SWOT-Analysis in your work Give a recommendation based on your results Check if your solutions is already available Be innovative! background_image superwide image/public/financial-information-and-reports.jpg?itok=epdqobg8 RWTH Aachen Campus Center Smart Services Seite 12

13 For all questions regarding the case please don t hesitate to contact: Dr. Gerhard Gudergan Head of Center Smart Services at RWTH Aachen Campus Phone: Fax: Mobil: Gerhard.Gudergan@fir.rwth-aachen.de Dominik Kolz Case Competition Phone: Fax: Mobil: Dominik.Kolz@fir.rwth-aachen.de Marco Husmann Lecture Phone: Fax: Mobil: Marco.Husmann@fir.rwth-aachen.de RWTH Aachen Campus Center Smart Services Seite 13