Challenge: “Develop new connectivity based business models and services along the customer journey”
Bosch Thermotechnology has been selling connectable boilers for several years. Via Apps like Buderus EasyControl or the portal Bosch HomeCom customers get additional services and features. Bosch also provides smart controls (e.g. Bosch EasyControl) comparable to Google Nest or Tado. Other connectivity solutions like the Smart Service Key by Bosch are targeting professional services, supporting installers in the commissioning and maintenance services. Additionally, Bosch has founded a Bosch Smart Home division, which not only connects Bosch products within one app, but also includes third-party products like Philipps Hue.
Bosch Thermotechnology launched a connectivity platform named Bosch HomeCom, connecting end customers, installers and the boilers. End customers get remote control and energy consumption information. Installers can get remote access and even remote control to the boiler. If it breaks down, they immediately get a push notification with all relevant information about the error and can provide a solution, before the house gets cold. Additional services like using energy consumption data analysis to recommend the optimal energy provider are also provided.
Option 1: There is a strong end customer pull for smart heating technology in Western Europe. Think of ideas to develop sales channels, marketing mixes and business models for smart controls.
Option 2: Connectivity offers the opportunity to increase customer loyalty and to generate additional revenue streams with services. Think of according ideas to develop digital business models/services during a product life cycle.
Be inspired by the variety of starting points along the customer journey!
Point out your value proposition to potential customers and also your business model while utilizing the solution architecture for your digital service. Remember that a good idea only becomes an innovation, if viable business models are successful and accepted on the designated markets. Be creative!
While developing new services, please focus on:
In order to develop an idea, you and your team can access different channels of information: internet research, surveys, interviews/workshops and the documents provided by Bosch Thermotechnology. Use the given information wisely and integrate it into your project for better results.
The expected results are divided into two parts:
The most important part of your solution is the development of a solid, comprehensive and elaborate business model for your innovative concept. In order to ensure comparability to solutions of other teams, please utilize the Business Model Canvas to systematically develop your idea. The most important aspects of your concept are:
In order to demonstrate and easily convey your idea, please visualize it in any form. This could include a paper build prototype, a programmed application, a drawing, a short movie – it is important that you are creative in order to sell your idea to the Jury!
Concept presentation, containing:
Participants of the lecture Service Design & Engineering additionally have to hand in:
Written concept description, containing:
The members of the first three teams will be rewarded with great prizes for each team member and the opportunity to get an internship at Bosch.
Royal Philips is one of the biggest technology companies operating in the area of electronics, healthcare and lighting. The innovative Dutch company serves customers worldwide with more than 100.000 employees and achieved a revenue of € 24.2 billion in 2015. Royal Philips is divided in three divisions: Philips Consumer Lifestyle, Philips Healthcare and Philips Lighting. Philips Lighting produce pioneering new developments in the field of high-quality, energy-efficient LED lighting for both business customers and end-consumers. Philips Lighting’s future objective is to use the internet of things to transform lighting into a completely networked world – at home, in buildings and in urban Areas. Challenge: Develop new value adding services for customers in the professional lighting market (B2B).
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. Challenge 2016: Invent the future of services, based on digital documentation!
DMG MORIS’ range of products includes innovative high-tech machines and services, as well as software and energy solutions, offered to a wide variety of customers in diverse regions and industries. In order to supply customers with all kinds of spare parts in size and weight, the DMG MORI SPARE PARTS GMBH deals with the overall organization of a worldwide spare parts supply chain. Within the daily business, parts have to be purchased and sold with the core goal to fulfill customers’ expectations – a high spare parts availability at almost any place of the world – best. Challenge 2015: Innovative strategies for smart logistics of the future
The winning team: Hans Heikenfeld & André Hessler
StreetScooter was founded in 2010 in cooperation with the RWTH Aachen. StreetScooter is based on the idea to make electric mobility economically attractive – not only for large quantities but also when only small volumes are requested. Thus, economy and ecology should be reconciled. The company is based in Aachen where electronic vehicles are developed and produced for short-range use. The current portfolio includes various types of vehicles, a compact car for everyday use, pedelecs as well as lightweight prototypes. Challenge 2014: Develop your concept for car-to-cloud application services in the context of B2C and B2B.
The winning team: Benedikt Moser & Jennifer Willigers
The Deutsche Telekom has 144 million mobile customers and 32 million network line clients as well as 17 million broadband lines. The company is one of the leading integrated telecommunications companies worldwide (as of June 30th, 2013). The company provides products and services regarding the areas landlines, mobile networks, internet and IPTV for private and business customers. Challenge 2013: Design your concept of a business model for M2M applications in the industrial context.
The winning team: Nils Kornder, Sidney Fiegen & Sven Haag
With a clear structure in the fields of industry, energy, health care and infrastructural solutions, Siemens is the leading provider of innovative products, technologies and solutions. The company employs approx. 360.000 employees in over 190 countries worldwide. The company, founded over 160 years ago, supports its customers with innovative techniques and extensive know-how for the solution of their business and technical challenges. Challenge 2012: Develop your own concept of a business model for technological based Value Services in the automobile industry of Siemens AG.
The winning team: Hans Heikenfeld & André Hessler
Lufthansa Technik Logistik GmbH is a 100% subsidiary of Lufthansa Technik AG. They offer pioneering logistics solutions for the aviation industry. The product portfolio includes the entire range of spare part logistics, high specialised engine transports and globally networked distribution solutions. They also offer instant material procurement and material supply, organisation and optimisation of repair cycles, proper storage and distribution as well as a worldwide 24-hour service. Challenge 2011: Develop your own concept for the use of innovative technologies at the logistics specialist in the aviation industry Lufthansa Technik Logistik.
The winning team: Christina Oberfranz, Henning Gamerschlag, Tobias Greifenberg
Royal Philips Electronics is responsible for health topics and well-being based in the Netherlands. The company´s focus is on improving the quality of people´s lives and creating innovative solutions in the area of health care, consumer lifestyle and lighting. Philips employs approx. 122.000 employees in more than 100 countries. The company generated a turnover of 22.6 billion Euros in 2011. Royal Philips Electronics is a market leader in cardiology, emergency medicine, health care at home and energy efficient lighting solutions. Challenge 2010: „Philips DirectLife, get fit your way“