Data Strategy Framework in Servitization: Case Study of Service Development for a Vehicle Fleet
Pulkkinen, Jukka; Jussila, Jari; Partanen, Atte; Trotskii, Igor (2019)
avautuu julkiseksi: 14.11.2020
Anna Visvizi, Miltiadis D. Lytras
Springer International Publishing
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Julkaisun pysyvä osoite on
Pulkkinen J., Jussila J., Partanen A., Trotskii I., (2019). Data Strategy Framework in Servitization: Case Study of Service Development for a Vehicle Fleet. Anna Visvizi M. (Ed)., RIIFORUM 2019 : Research & Innovation Forum 2019., Springer International Publishing.
Many companies have been adopting a service business strategy especially in mature industries in order to differentiate their offering and enhance a cus-tomer engagement already decades. Therefore, the servitization has been global trend among many traditional manufacturing companies and in last years this trend has occurred even in the countries with low production costs; e.g. in China from 1% of servitized enterprises in 2007 to 20% in 2011. This development means that differentiation through servitization will be more difficult in the future. On the other side, the available data has been proliferating sharply due to the development of ICT technology and this provides new differentiation strategy by using data to optimize service operation. In this paper, the data strategy framework will be presented to develop Proof of Concept (POC) in software development when a service operation is enhanced with the help of data. Special attention will be paid to take into ac-count the business requirements before software implementation. The purpose of POC is to demonstrate the feasibility of new concept to improve service operation. The service operation improvement is new differentiation possibility to service providers. Lean service development method is utilized in the development of POC to ensure the fulfilment of business requirements. The presented data strategy framework is applied to enhance the service operation efficiency for vehicle fleet manager. The market for the vehicle fleet manager is increasing due to the on-going change in a transport systems. Mobility as a Service (MaaS) is becoming more popular model for different transport methods and this opens new market for the operator who manages whole vehicle fleet. The winner in the new growing market is the player who can manage their operation most effectively and therefore utilizing data is critical success factor.