Last week on the flight across the pacific, I had an engaging
discussion on the effect of “disruptive technologies” not just on efficiency,
but on the business models available and are expected. This lines up with a
discussion on one of “think tank groups” I am involved on looking at the future,
where a thread of discussion was around innovation, and much of the focus on
technology but the most effective thread was around “operational, business
innovation” enabled by the latest technologies.
In the discussion on the plane we went through the new business
models due to cloud e.g “on premise”, “infrastructure as a service”, “Platform
as a service” and “Software was a service”. These are related software, but now
the conversation started to shift to rise in “product as a service”. Now this
is nothing new with rental systems, example is the car rental business, but
there is evolution happening with companies looking to enter the market or more
importantly capture market share by people avoiding buying or leasing products.
Example would be kitchen manufacturer supplies all the equipment to the kitchen
or more likely and property development with 100s of kitchens. The contract is
not for equipment but it is for “kitchen functional capacity”. Another example would
a jet engine supplier supplying not engines but “power as a service”. We have
already seen this concept with EPCs supplying a turn key plant, and then an
operational contract for 5 years, with performance criteria in place.
Source ARC
Another example is the growing “contract manufacturing”
where companies out source a section of their value network to another party,
(not new) but what is new is the tight alignment of this contract manufacturing
to the whole value network in order to enable agility. Again we have seen this
in the Toyota models in car manufacturing, but the supplier partnership is key,
and this is going beyond the relationship, but the direct linking of the information
systems. Requiring a value network to be a federation of value assets, which tightly
aligned, but loosely coupled. The blogs on the third generation of MES align to
this thinking, where value network of a brand becomes a “virtual manufacturing
network” across the different value assets no matter who is executing.
Key is now stepping back and understanding what does this
mean, what is required to make these models work. Importantly the design and
manufacturing expertise of products is maintained but the new business is the
service side business which requires linking into the full lifecycle management
of the product during usage, so manufacturing does not stop at the day of
shipping. Why this is intriguing is that I find myself engaged in a number of
companies, not in the traditional manufacturing ut in this service business,
which is a new business. The engagement has been around enabling central
operational centers for monitoring and providing guaranteed levels of service,
across many of the products in usage.
This is demanding some re thinking of the product design to
provide usage information that can used to provide the levels of service to
acceptable. On the contract manufacturing is driving people to “Information Driven
Manufacturing” in a manufacturing 2.0 model, where that the facility can easily
couple of another companies value networks, accepting actions/ tasks and
providing information in real time exception manner.
The acceptance of Service Orientated Architectures and
the “Internet of Things” will only accelerate the ability to provide “product
as a service” with the leading supplies actually shifting to information in
context and enabling a rapid and natural “plug and play” of plants, assets into
a customers value network. Food for thought, when we designing the operational
systems going forward.