Key note presented at the Konferenz Perspektiven mit Industrie 4.0 ZHAW, Winterthur, 6 September 2017. The paper described real examples of digital solutions from large and small firms. It closes with the Data-to-Action model that has been developed by Shaun West, Petra Müeller-Csernetzky and Mario Rapaccini.

1. Industry 4.0 – lessons from large and small firms
Konferenz Perspektiven mit Industrie 4.0
ZHAW, Winterthur
6 September 2017
Dr Shaun West

2. West, 2017
Introduction
The problem and the purpose of this paper
… to provide a short set of lessons learnt to help others beginning
their digitalisation transformation
Using actual cases from large
and small firms to provide
short case book of lessons
learnt for other business who
are starting their digital
transformation
… to describe six use cases from both large and small industrial
firms
Purpose of this paper
Industry 4.0 can be a difficult concept to understand for
manufacturing firms to understand – where should we start?
Problem

3. West, 2017
Introduction
Industry 4.0 is not new
http://www.power-eng.com/articles/print/volume-103/issue-11/features/national-powers-advanced-plant-management-system-integrates-commercial-and-process-control-interests.html
Highly automated environments have existed for a long time…

4. West, 2017
Introduction
Industry 4.0 is not new – large firms are today delivering value from it
https://www.youtube.com/watch?v=HCGSr2TY5DU
More current examples showing how large and small firms deliver value from Ind4.0

5. West, 2017
Introduction
Industry 4.0 is not new – even small firms can do it today
https://www.wurm.de/sites/default/files/videos/wurm-imagefilm_en.mp4
More current examples showing how large and small firms deliver value from Ind4.0

6. West, 2017
Cases
Six cases will be used to demonstrate typical problems and provide lessons
All are basically manufacturing firms that deliver some forms of services
Size Segment Problem
Case 1 Very large globally active Industrial
equipment
Unsure of the value proposition for remote monitoring
and diagnostics
Case 2 Niche player, globally active Medical tech Desire to provide improved customer support via remote
self-serve
Case 3 Very large globally active Aero Unsure where to start or how to start to digitalize services
Case 4 Niche player, globally active Industrial
equipment
Provide improve customer operations support
Case 5 Niche player, globally active Industrial
equipment
How and where to start with monitoring and diagnostics
Case 6 Very large globally active Office equipment Connect the existing installed bases to the remote
monitoring platforms

7. West, 2017
Cases
Value proposition for remote monitoring and diagnostics
Problem
- What is the value proposition?
- How and where do system fit?
- Complex supply chain issues
(projects and end users)
Lessons
- Understand all users
- Understand their jobs
- Support operations and maintenance teams
All actor identified with demo dashboards to help describe the customer value proposition

8. West, 2017
Cases
Remote routine maintenance support
Problem
- Customer not doing the work correctly
- Low value callouts for service technicians
- Customer experience was poor
Lessons
- Customer journey mapping for detailed insights
- Prototype solution visually with customer
iPad app with SOP and direct hot-line to OEM with video support

9. West, 2017
Cases
Where to start or how to start to digitalize services on old equipment
Problem
- How to use data to help support the ’customer’
- Equipment focused
- Limited understanding of customer jobs
Lessons
- Create detailed personas for key actors
- Use avatars for the machines
- Understand constrains
People, equipment, spares and the airplane need to all be considered

10. West, 2017
Cases
Provide improve customer operations support
Problem
- Customers’ main costs are production costs
- How can customers be made more effective?
- Can improved operational support be provided
over the cloud?
Lessons
- Learn to think like a customer(s)
- The cockpit can replace customer processes
- It can be delivered as a cloud based service
Digital can make the customers’ jobs easier when lean thinking and visuals are combined
Picture pls

11. West, 2017
Cases
How and where to start with monitoring and diagnostics
Problem
- Customers are asking for monitoring and
diagnostics
- We will start with digital maintenance, move to
risk based maintenance…
Lessons
- Understand the complete value chain
- Understand the individuals and their behaviors
- Understand that operations and maintenance
need to share information
It is possible to provide the customer with information to drive down their cost per bottle

12. West, 2017
Cases
Understand needs and capabilities of different customers segments
Problem
- Not all of the machines connected
- Some customers do not allow remote M&D
- Confidentially issues, IT policies – yet users
want connection (for better support)
Lessons
- Understand more actors, not just users
- Understand what solution fits all needs
- Find alternative connectivity systems (4/5G)
Different needs surveyed through field technicians, that also provided insights to solve the problem
Picture plsPicture pls

13. West, 2017
Cases
These cases are not isolated examples
©Figure:Feintool
Bachelor-Thesis | Jahrbuch 2016 | Seite 101
This Bachelor Thesis has been produced
in line with Feintool`s FEINmonitoring
program. The objective is to develop a
product to a product-service provider.
FEINmonitoring gets diverse status data
from the installed fineblanking presses.
The success of the project depends to a
large extent on the data and how it can
benefit Feintool and its customers.
The objective of this thesis was to create
a systematic collection of application
scenarios of FEINmonitoring. Review the
scenarios in terms of their potential for
customer value and relation to their
short- medium- and long-term viability
and prototype the most promising
scenarios.
The underlying methodologies for this
were based on the outcome-driven
innovation process. The results of the
outcome-driven innovation have shown
that the scenarios are mostly only for
long-term feasibility. Moreover, they
have shown that the operationalization
of a monitoring system needs some
steps to consider.
The results contain the ecosystem of
Feintool, a list of desired outcomes and
a list of rated scenarios. For those
companies who want to implement a
monitoring system there was a guide
build up for operationalization.
Review of condition monitoring
scenarios in Industry-4.0
“FEINmonitoring”
Graduate: Johannes Loosli
Lecturer: Dr Shaun West
Expert: Jim Siler
Industrial Partner: Feintool
Bachelor-Diplomarbeiten | Jahrbuch 2015 | Seite 65
Der Fortschritt in der globalen Vernet-
zung sowie das stetige Wachstum des
Internet of Things bewegen immer mehr
Unternehmen dazu, ihre Produkte mit
intelligenten Geräten auszurüsten, wel-
che via Internet Daten austauschen.
Eine Branche, in welcher solche Systeme
sehr häufig eingesetzt werden, ist die
Automobilindustrie. Das Bedürfnis der
Endkunden, ihre Fuhrparke vom Schreib-
tisch aus zu steuern, wächst stetig, seit
dies technisch und finanziell möglich ist.
So ist es heute bereits für Privatperso-
nen möglich, Fahrzeuge per Smart
Phone App zu überwachen und zu steu-
ern. Die vorliegende Bachelor-Diplomar-
beit beschäftigt sich mit der Integration
eines solchen Systems in die SUNCAR
Elektro-Bagger.
Das Ziel der Arbeit ist es, mit einer Nutz-
wertanalyse die vorhandenen Systeme
auf dem Markt abzuschätzen, die Ein-
führung des Systems zu konzeptionieren
und die Implementierung einzuleiten.
Das System soll der SUNCAR HK AG in
einem ersten Schritt dazu dienen, die
Bagger zu überwachen und Betriebsda-
ten auszuwerten. In einem zweiten
Schritt wird es auch Endkunden zur Ver-
fügung gestellt, was diesen den Zugriff
auf die Daten und Standorte ihrer Fahr-
zeuge zu jedem Zeitpunkt gewährleistet.
Remote Diagnostics and Fleet
Management for Construction
Machines
Diplomand: Andreas Neuhaus
Dozent: Thierry Aubert
Experte: Rolf André Bill
Wirtschaftspartner: SUNCAR HK AG
Bild:CopyrightSUNCAR2015

14. West, 2017
Cases
These cases are not isolated examples
Bachelor-Diplomarbeiten | Jahrbuch 2015 | Seite 59
This thesis has been produced in line
with Schindler’s global Remote
Monitoring program. The objective is to
get diverse real-time status data from its
maintained elevators, escalators and
moving walks. For enabling this function,
older equipment will need an upgrade.
For this purpose a Remote Monitoring
Box has been developed.
The objective of this thesis was to create
a pricing model for the Remote
Monitoring Box in the European region.
This contains a price for the Remote
Monitoring Box, and also different
pricing models.
The underlying methodologies for this
goal are based on the competitive- and
cost-orientated price determination. The
analysis has shown that the Remote
Monitoring Box ranked high related to
its competitors according to the
customer needs. Moreover it has also
shown that the Remote Monitoring Box
has a relatively high production price
which makes it too unattractive for
various customer segments.
The results contain a list-price for the
whole of Europe and additionally an
internal price. For those customer
segments for which the product is
attractive, various pricing models have
been elaborated. These include different
price-options and financing-models.
Pricing Concept Remote
Monitoring Box
Diplomand: Florian Merk
Dozent: Christian Hohmann
Experte: Simon Howald
Wirtschaftspartner: Schindler Management AG
Das Schweizer Traditionsunternehmen
Dätwyler Sealing Solutions produziert in
seiner Automotive-Sparte Präzisions-
dichtungen für die Automobilindustrie.
Das umfangreiche Know-how in der
Materialentwicklung und Verfahrens-
technik wird genutzt, um Automobilzu-
lieferer mit qualitativ hochwertigen Pro-
dukten zu versorgen.
Auf Grund der voranschreitenden
Fahrzeugelektrifizierung, welche nicht
nur den Antrieb, sondern auch elemen-
tare Fahrzeugsysteme wie die Bremsen
oder die Lenkeinheit betrifft, sieht die
Unternehmensführung die aktuelle
Umsatzstruktur in Gefahr: Die gängigs-
ten Produkte aus dem aktuellen Portfolio
könnten schon in den nächsten 15 Jah-
ren am Markt deutlich weniger gefragt
sein. Das Ziel ist daher, auf Basis einer
Analyse „Trends Digitalisierung in der
Automobilindustrie“ Vorschläge für eine
Portfolioerweiterung zu liefern.
Aus der Analyse des Technologieportfo-
lios folgt, dass besonders Fahrassistenz-
systeme und deren Peripherie im Zusam-
menhang mit dem autonomen Fahren,
Möglichkeiten für die angestrebte Port-
folioerweiterung bieten. Nicht nur neue
Produkte, sondern auch eine Vielzahl an
neuen Playern im Markt bieten Dätwyler
Einstiegsmöglichkeiten, ohne, dass man
bei der Entwicklung von den bisherigen
Hauptkunden abhängig bleibt.
Ob es gelingt, die Technologien des
kürzlich akquirierten Unternehmens Ott
zu übertragen und zu nutzen, wird für
den Erfolg besonders entscheidend sein.
Das mit Forschungsprojekten und
Akquisitionen zusätzlich aufgebaute
Know-how bietet die Chance im Zuge
der Digitalisierung einen komparativen
Konkurrenzvorteil zu erlangen und mit
eigenen Produktentwicklungen auf
ausgewählte Kunden zuzugehen.
Für die entwickelten Produktideen
werden mögliche Anwendungen,
Anforderungen an das Produkt und die
zusätzlichen Anforderungen an das
Unternehmensumfeld diskutiert.
Bachelor-Thesis 2017
Der Trend Digitalisierung in der
Automobilindustrie und seine
Auswirkungen auf Dätwyler Sealing
Solution Automotive
Diplomand: Philipp Hamm
Dozent: Christian Hohmann
Experte: Simon Howald
Wirtschaftspartner: Dätwyler Sealing Solution

15. West, 2017
Cross case analysis
What should be the focus?
Technik & Architektur
Applied Sciences and Arts
Complex ecosystem with many actors and different needs,
perspectives and value expectations – a different approach is needed

16. West, 2017
Cross case analysis
What should be the focus?
Create & test prototypes
value propositions
Persona empathy maps
Customer journey
Situational analysis
Job-to-be-done
Ecosystem visualization
This will require a change in approach and an ability to
”see what others see and understand what other understand”

17. West, 2017
By understanding the ecosystems, the business and the people
we ”see what others see and understand what other understand”
Proposed methodology to help in the new Industries 4.0-enabled world
Service Design Thinking and LEAN tools can help
Create & test prototypes
value propositions
For each persona test
and iterate
Persona empathy maps
Describe relationships
between the actors
Customer journey
Understand the
steps of the journey
Situational analysis
Understand value in
the ecosystem
Job-to-be-done
What is the persons job-
to-be-done?
What is their desired
outcome?
Ecosystem visualization
Analysis to identify
key actors

18. West, 2017
Closing
Industry 4.0 brings with it a new set for challenges for traditional firms
Industry 4.0 technologies are not new
Firms are applying them – customers expect their application
Service Design and LEAN can help us to understand ’value’
The five cases show that we
need to ”learn to see what
others see and understand
what other understand” and
that both Service Design
Thinking and LEAN can help
Challenges are as much cultural as technology based

19. West, 2017
Thanks for your time!
slideshare.net/ShaunWest