Selling Advanced Product-Services to Global Markets

Workshop in Västerås 26th October

Traditional product manufacturers are increasingly becoming exposed to tough competition and reduced profitability. In contrast, recent industrial development indicates possibilities for new business models and growth potential for companies by combining product components with service components to offer high-value adding advanced product-service offers. For example, the pay-per-service-unit model includes taking full responsibility for all life cycle services, but the customer pays based on extent of use. Another example can be offering functional results represents offering where providers retain full ownership and guarantee a certain outcome to the customer, for example production volumes. In contrast, to simple add-on services, which have been around for long time, these services provide possibility for higher profit margins, stable income over years, and product differentiation.

The purpose of the workshop is twofold. First, it seeks to promote discussion about how companies can develop and successfully change their positioning to sell advanced services with profit as an add-on to their normal product portfolio. Second, it seeks to capture and discuss current key challenges and organizational issues in managing such product-service transition and how LTU and Automation Region can support.

The program includes results from research from LTUs three year VINNOVA project about selling advanced product- services towards global market and discussion of new opportunities connected to the recently started “challenge driven innovation VINNOVA project” designed to support new business model development, eco-system and digitalization. Also there is result from the three year KKS project "Service Innovation Management in Global Industrial Companies" recently concluded at MDH. The intention with the workshop is to learn from both academia and industry, and create an opportunity for an informal exchange of knowledge and 'networking'.

Warm welcome – we hope to have a fruitful day for learning and building new relationships!

Vinit Parida, Professor of Entrepreneurship and Innovation, LTU
David Rönnberg Sjödin, Assistant Professor of Entrepreneurship and Innovation, LTU
Karolina Winbo, Process Manager, Automation Region
Christer Nygren, Lecturer, MDH
  

 

Practical information

When?  26th October 07:15-12:00

Where? expectrum Circle HUB, Kopparbergsvägen 10, Västerås

Who should attend? Manufacturing industry companies interested in generating more revenues based on new business models centring on services with a potential for global market sales

Agenda

07:15 – Drop in coffee and mingle

07:45 – Welcome and introduction Automation Region – on going activities
Karolina Winbo, Process Manager, Automation Region

08:00 – Service Innovation and Business Models
Christer Nygren, MDH

08:30 – Selling advanced product-services 
Wiebke Reim, LTU

09:00 – Interactive group discussions: Workshop (including Fika) about Multi actor business model Innovation
Johan Sandberg, Ericsson and Vinit Parida, LTU  

10:30 – Concluding remarks and presentation of opportunities for collaboration
David Rönnberg Sjödin, LTU

11:00-12:00 – Lunch

Värdorganisation och finansiering

VINNVÄXT-vinnaren Automation Region är en centrumbildning vid Mälardalens högskola som samlar SME, stora bolag, akademi och offentlig sektor – sammanlagt över 120 engagerade medlemmar och samarbetspartner. Automation Region arbetar för att marknadsföra svensk automationskompetens, stimulera innovationer och säkra branschens långsiktiga kompetensförsörjning.