This presentation belongs to a guest lecture given at the Leiden University at the Leiden Institute of Advanced Computer Science for the course ICT Strategy & Planning. This lecture aims gain insight in the function and added value of technology roadmapping, business roadmapping and product service roadmapping. The presentation is put into the context of Philips Healthcare. Please not that this is a fake situation a that does not necessarily need to comply with reality. For further questions, please do not hesitate to contact me.

1. Lecture Roadmapping
Product-Service systems
The product service integrated roadmap
Lecturer: drs. Ir. J.R. Helmus

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As a master of integrated service engineering you might be interested in the
Product Development Management Association

4. 4Cicada Innovation 2012
General
practitioner
District Nurse /
Home Care
Content
Monitoring
cocreation
communication
finance
Fragile elderly
Family care
Product-service Innovation for Elderly project 2012

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What if your thermostat didn’t need you…
Example of my vision on the future

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www.evrythng.com

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www.evrythng.com

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We are the top management team of Philips Healthcare
Imagine….

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Suddenly this man walks in…

12. And tells us about the reorganisation of the
Philips business model…

13. And we need to come up
with an innovation plan for
our business unit otherwise
it will be sold….

14. We have only one hour to
tell him about the
innovations in
health we will
come up with
for the next
3 years..

15. Our innovation funnel is at least two years…

16. How will we be able to come up with
this plan for future innovations?

17. Well..
Roadmapping could help us

18. Part 1:
Technology roadmapping
Part 2:
Tradidional roadmapping
Part 3:
Roadmapping for product-service
combinations

19. Objectives for this lecture
After this lecture you will be able to:
Understand the basics of roadmapping
Understand the differences between the various ways of
roadmapping
develop a roadmap for product service
combinations
• different types of roadmaps
• Technology versus business roadmapping
• Technology roadmapping in short
• Traditional Business roadmapping
•Connection between technology and business roadmapping
•business roadmapping for Product-Service combinations
Structure of this lecture

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22. Part 0
What is Roadmapping

23. What is roadmapping?
“What kind of activitiets
do we need to startup today
to soon have the availability of
Technology, knowledge and
Competences to create the
products and Services of
tommorrow?

24. In basis, there are two kinds of roadmaps.
Technology Roadmapping (TRM)
• Initiated by government or branch
• Transcending companies
• Often for cluster/branch/sector
• Scope: 10-20 year
• Goals: identify need for research and
priorities for research
• No ownership
• Not confidential, often public
Business Roadmapping (BRM)
• Initiated by a company
• Company specific
• For a company, product of product
range
• Scope: approx 5 year
• Goals: develop a practical planning
for achieving the company's vision
• Company is owner
• Confidential

25. Part 1
Technology roadmapping

26. 26
Let‘s get back to the Philips Healthcare
Management team

27. Age, Family History, Living environment, Social connectedness
Weight: Scales
Height, Waist, Hip: Tape Measure, Clothes fit, Lean body mass
Temperature: Thermometer (surface, core heat)
Appearance: Photo , Video, Body imaging
Heart Rate: Wristband, Breast band, Sticker sensor
Body Fat: BMI, Impedance
Activity: Pedometer , Accelerometer, HR, HRR, O2/CO2
Psychological & Physical health: HR, HRV, Glucose, Lithium, (…)
Fitness: Flexibility, Strength, Endurance
Respiratory: FEV
Sleep: Accelerometer, Electrical
Stress: Breathing rate, BP, Galvanic skin
resistance, HRV, Salivary, Cortisol
Cardiovascular risk: HRV, BP,
arterial plaque, Cholesterol
Physiological health:
DNA, Immune status
Today
Future
Nutrition: Intake, Marco/micro nutrients
Medicine adherence: Sender pill
Sensory: Vision, Aural, Tactile Thermal, Taste
A master of science should be able to develop a vision on future technologies
For example on Ehealth
Technology Roadmapping

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Technology roadmap
Example of a technology roadmap for
newspaper related technologies

29. Technology Roadmapping often results in typical conjoint
roadmap based on scientific sources
Technology Roadmapping

30. The Scurve model helps to gain insight in technology development
time
Technologiewaarde
Current
technolgy
New
technology
STAR
CASH
COW
QUESTION
MARK
DOG
DOG
Performance(e.g..%efficency/$)
Carefully choose one or more technology performance indicators
Ideal timing moment
for new technology
implementation
Technology Roadmapping

31. . Ten Hagen Stam
Technology assessment
4R-model
Cyclicmodel:
4R’s influence each other
research
resources
rumours ready
Bron: Trends in IT 2001, P. Noordam,
A. van der Vlist, B. Derksen, uitg. Ten Hagen Stam

32. Technologieverkenning
BCG-matrix
• Question Mark = tech development unclear
research H, rumours H, rest L
• Star = tech performance will grow
research H, rumours H, resource H
• Cash Cow = no tech development
research L, rumours L, resource H, ready H
• Dog = failed technology
research L, rumours H, resource L, ready H
research
resources
rumours ready

33. Functionality and performance determines the applicability of a
technology for your product/service
Example: proprerties, functionalities and performance indicators for 3D printing methods and other rapid
prototyping methods.
Technology Roadmapping

34. Timing of technology research and development is crucial
for a company’s performance
Required time to implement
technology
5 - 10 year 3 - 5 year 1 - 2 year
Well
understoodprovenunproven
Uncertaintyof
technology
research
Future
Current projectsMissed
opportunity
problem
B
F
C
D
E
G
A
Innovation matrix for a specific technology
Technology Roadmapping

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Imagine you are the
CEO of the new motion
You would like to invest in
quick charging infrastructure
But there is no market standard
yet and there is not enough
money to make mistakes
Technology Roadmapping

36. Many research companies publish technology roadmaps or forecasts
Bottom up assessment to within value chain to create technology roadmap
Chipmachine producers Chip producers
Examples are: Accenture/ mcKinsey/ Batelle/ Rand
Purchases new technology equiptes machines
roadmaps nieuwe producten
Sales new technology
equipped machinery
Technology Roadmapping

37. Examples of public Dutch technology roadmaps
• Elektricity Technology Roadmap
(KEMA)
– Vision on electricity 2020
• “Catalysis, Key to sustainability”
– Sector roadmap up to 2010
• Nationale Toeleveren & Uitbesteden
Agenda (NEVAT)
– 4 sector roadmaps for:
• Electronics/mechatronics
• Automotive
• Plastics value chain
• Metal industry
TechnologyRoadmapping
Technology Roadmapping

38. 39
Back to Philips healthcare

39. RIDING A SKATEBOARD JUST BY
THINKING ABOUT THE
DIRECTION TO GO TO.
Based on technology dreams could come true

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Let’s think about these future innovations in eHealth

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Develop a future vision on technologies that will play an important role
in eHealth innovations for Philips in the near future?
a) What kind of performance indicators are relevant for this
technology?
b) How would you find out when this technology will reach the cash
cow phase in its life cycle?
Assigment for part 1

42. Part 2
Tradidional Roadmapping

43. traditional Business Roadmapping
•The basics
•The requirements
• factor time in a roadmap
• push versus pull
• Roadmap input methods
• relation with other RM’s
Business Roadmapping

44. Identification, selection, acquisition, exploitation and protection
Technology roadmapping—A planning framework for evolution and revolution
Robert Phaal*, Clare J.P. Farrukh, David R. Probert
Technology forecasting and social change, 2004/vol 71 UK accepted 26 May 2003
Traditional roadmapping is integrated
in te business strategy cycle
Business Roadmapping

45. PRODUCT LINE A
PRODUCT LINE B
PRODUCT LINE C
A1 A2 A3 A4
B1 B2 B3
C1 C2 C3
B4
TECHNOLOGIES
EXTERNAL
TECHNOLOGIES
technology bb
technology pp technology qq
technology aa
technology xx technology yy technology zz
INTERNAL
technology a1 technology a2
technology p1 technology p2 technology p3
YEAR 1995 1996 1997 1998 1999 2000 2001
Philips generic format
in different forms and shapes
Roadmappingbasics
Business Roadmapping

46. vandaag
The basic idea of roadmapping is simple
time
Technology/
knowledge/
Competences
Product/
service
Business/
Market
Business Roadmapping
Today
“What kind of activitiets do we need to startup today to soon have the availability of Technology,
knowledge and Competences to create the products and Services of tommorrow?”
soon tommorrow

47. • Being able to develop a vision on the future of the market and
environment of the organization
• Insight in the competences of the organization
• Insight in the portfolio of the organization
• Shared ambition for the future
• The desire to concretize the vision and strategy of the organization
in a practical integral plan
&
• The ambition and desire to execute this plan!
Business Roadmapping
The requirements for successful roadmapping within an
organization are:

48. `
tijd
Technologies/
knowledge/
Competences
Product/
service
Business/
Market
Time connects push versus pull strategies
• From where the organization stands now and came from
• From market demand to new technology development
• From an ambition or a vision on a future market
• Mind the short term and long term horizon (mc Kinsey - three horizons)
past futuretoday roadmap
Business Roadmapping
Mind the technology roadmap

49. Therefore an integral approach is needed to connect the dots in the
roadmap
• Different aspects and disciplines within the organisation (in layers and sublayers)
• Process indicators like : drivers, issues, indicators, milestones
• Relation between the layers and process indicators
tijd
Technologie/
Kennis/
Competenties
Product/
Dienst
Business/
Markt KNOW WHY
KNOW WHAT
KNOW HOW
KNOW WHEN
Business Roadmapping

50. Using pre-announcements can help to adjust the disciplines in the roadmap
- particularly production versus demand over time
51
http://mynokiablog.com/2011/10/01/rumours-nokia-windows-phone-
nokia-ace-to-have-4-3-amoled-1800mah-and-lte-4g-att-q1-2012-
searaysabre-specifications-inside/
‘‘formal, deliberate
communication before a
firm actually undertakes a
particular marketing action
such as a price change, a
new advertising campaign,
or a product line change’’.
Business Roadmapping

51. It makes it even be possible to finance the scale up process
52
• Recent well-known examples of NPP include Microsoft’s Windows
Vista, officially launched on November 30,2006,
• Apple’s iPhone, launched on June 29,2007,
• Apple’s iPad, launched on April 3, 2010.
• For example, Amazon.com accumulated 1.6 million prelaunch orders
for J.K.Rowling’s book ‘‘Harry Potter and the Deathly Hallows’’ two
weeks before its launch date (July21,2007), making this book the most
preordered product ever for the online retailers.
Online prelaunch orders proved to be effective
and efficient in locking customers with the
preannounced products.
NPP becameincreasingly popular recently,
especially in thecompetitive high-
techindustries.
Examples
Business Roadmapping

52. Productie
proces3
Markt
1
Product/
Service2
Business Roadmapping
At best the relationships between projects and layers are to be made
explicit in the roadmap

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What could have gone wrong in Google’s roadmap?
Business Roadmapping

54. Several methods can be used to achieve a future planning
Examples of methods
• SWOT-analysis
• portfolioanalysis
• competitor analysis
• market- en trendresearch
• technology assessment
• scenario-development
Here you see the function of
technology roadmapping
Possible
future
Mid term
future
Short term
future
Possible
future
Possible
future
Now
1.
2.
3.
4.
1. Trendanalysis
2. Scenario development
3. Backcasting
4. Roadmapping
5. Portfoliomanagement
5.
Business Roadmapping

55. iPad Mini kannibaliseert verkoop originele iPad
AMSTERDAM - De verkoop van de 9,7 inch iPad groeit niet meer. Sinds de
komst van de iPad Mini neemt de verkoop van het originele model in Japan
en de Verenigde Staten zelfs af.
56
http://www.nu.nl/gadgets/3190250/ipad-mini-kannibaliseert-verkoop-originele-ipad.html
Business Roadmapping
How would Apple use its roadmap when introducing a new product?

56. There are innovation processes based on different types of roadmaps
Product-Technology
options evaluation
Roadmap
creation
Define
targets
Product-Market
analysis
Market
information
Technology
Assessment
Identification
of Technology
Project
proposals
Bron: EIRMA /Phaal et al.
Business Roadmapping

57. proces
58
Another example of a innovation process that uses
several roadmaps

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Back to Philips healthcare

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http://www.myzeo.com/sleep/http://www.philips.nl/c/audioproducten/mp3-link-aj7030d_12/prd/nl/
Let’s create a roadmap for a new connected Philips product

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Now, develop a business roadmap for the MyZeo that contains specific
roadmap proprties based on the article on of Phaal et al. (2003).
Assigment for part 2

61. Part 3
P/S Roadmapping

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Visie IBM
Roadmapping for
product-service
combinaties
Technology roadmapping for technology-based
product–service integration:
Youngjung Geum, Sungjoo Lee, Daekook Kang, Yongtae
Park J. Eng. Technol. Manage. 28 (2011) 128–146
PS Roadmapping

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MY

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WHAT IF FILTERSYSTEMS WOULD ARRANGE MAINTENANCE AUTOMATICALLY

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The internet of things is nothing new
The application of IoT is new

66. If costs and benefits match…
Costs of IoT Benefits of IoT
Sensor ~ 1 cent
UMTS chip ~ 10 cent
Source:alibababa.com

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68
3 types of streams
1. information
2. Feedback
3. enhancement
THEN WISDOM AND KNOWLEDGE WILL BE THE NEXT CURRENCY

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69
The cloud will become the center of the ecosystem of
product service (IoT) combinations

69. That is because P/S systems contain several typical elements
PS Roadmapping

70. Example:
71
What’s on this managers mind at the end of each year?
Harold Goddijn
What are the minimum
requirements for my product to be
delivered? And what can I deliver
later (after sales)?
PS Roadmapping

71. The minumum viable product is a guideline first product release and
follow up
http://www.userdrivendev.com/p/mvp-for-enterprise.html``
PS Roadmapping

72. To gain full advantage of this seperation the roadmap should be adjusted
time
Technology
(interface)
Service
Business/
Markt
Product
Knowledge/
competences
PS Roadmapping

73. Technology as an enabler
Technology directly enables the integration
of products and services, directly infused in
the process of integration.
Even the individual product or service is not
technology-embedded; the integration can
be realized by the technology.
Bron:CSI–Bobwilliams
Technology indirectly enables the integration
of products and services by being applied to
the both products and services and providing
the means for integration
PS Roadmapping

74. Technology mediates the product-
originated integration, particularly the
technology-based servitization
Bron:CSI–Bobwilliams
Technology mediates the service-originated
integration, firstly applied to the service
and the service is productized to provide
the more valuable information
Bron: www.evalan.com
Technology as a mediator
PS Roadmapping

75. Technology and products are independently
applied to the services, facilitating the
product–service integration.
Mostly happens in technology-based
maintenance service
Bron:CSI–Bobwilliams
Technology facilitates the integration
of products and services,
especially the integration toward
the product
Technology as a facilitator
www.plymovent.com
PS Roadmapping

76. Question: What kind of role would technology have in the
product/service system of Car2Go?

77. Development of the roadmap on macro level (1)

78. Development of the roadmap on macro level (2)

79. Development of the roadmap on macro level (3)

80. QFD / linking grid is the proposed method to connect P/S/T within the
roadmap
Service features adjusted to
customer value drivers
Linking the features enables
best selection of technology
Intermediary step from service
to technology embedded service

81. Example of QFD
Score van concurrentie
Relatie van de eigenschappen
Value map en attributen tabel
klantwensen
Product eigenschappen

82. Case : Servitization of ehealth product
83
We currently produce inhalers for asthma patients. We are able to add
technology to our product by implementing all kinds of sensors
(flow/temp/RH/volume) and develop a service for nurses/patients/family etc.

83. 84
Asthma
practitioner
Asthma patient
Teachers
Family care

84. 85
Now, develop a roadmap for the product service system of the inhaler
case that contains the specific roadmap adjustments based on the
article on of Geum et al. (2011).
Assigment for part 3

85. The end result displayed in a roadmap

87. 29-4-2013
Jurjen Helmus
@JRHelmus
J.R.Helmus@hva.nl
0645464751