We present the customer value journey map, environmental aspects and IoT related benefits of Liiteri - a tool rental service

1. VTT TECHNICAL RESEARCH CENTRE OF FINLAND LTD
Liiteri – a tool rental service
Maria Antikainen, VTT
Outi Kettunen, VTT
WCEF 2017, Helsinki 5.-7.6.2017

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Liiteri customer value journey map
Æ Cheap price
when not used
often
Æ No need to
buy
Æ Testing
without risks
Æ Tools are in
the right
place
Æ Good quality
and condition
Æ No need for
maintenance
Æ No need for
storage
Æ Environmental
benefits
− High price
when
regularly used
− Not instant
availability
− Not sure
about the
condition
− Pickup is
laborious
− Difficult to use
unfamiliar
products
− Maybe lacking
some additional
things needed
− Return is
laborious
COMPARISON
AND
PLANNING
BOOKING
AND
PAYMENT
PICKUP OR
DELIVERY
USE
RETURN
BENEFITS
SACRIFICES
Antikainen et al. (forthcoming). Creating
value for consumers in CE - Tools as a
service, The XXVIII ISPIM Innovation
Conference – Composing the Innovation
Symphony, Austria, Vienna on 18-21 June
2017. The publication is available to ISPIM
members at www.ispim.org.

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Environmental aspect
Own Rent
Usage 1 hour/year 100 h/year
Environmental impact
happens mainly in
Materials
manufacturing
Pick-up from rental service point
Assumptions used in the
comparing calculations
Total 20km driving
when bought, no
extra transportation
in the use phase.
Total driving 20km per use (5km
direction to rental place, back and
forth, picking up and returning)
Environmental impact of one
usage time (1 hour), if you
1. pick up by own car
2. use public transportation
3. use bicycle / go on foot
Higher material
resource
consumption in all
cases
Lower material resource
consumption in all cases
1. Higher carbon footprint and fuel
consumption than of own tool
2. Nearly similar impacts as using
own tool
3. Smaller environmental impacts
than of own tool
Conclusions
• Renting has smaller overall environmental impact if the pick-up is done
smartly (public transport, ridesharing, bicycle, walking, electric car).
• The location of pick-up place is important
Behm, K. & Vatanen, S. 2017. VTT Sustainability analysis report on angle grindel (unpublished) 28/10/2016.

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Economic aspect
Own Rent
Costs for user 50 euros divided in 5 - 10 years
(maintenance may be needed)
10 euros/day
How the value is divided
in logistic chain?
Manufacturer, duties, taxes,
logistics, importer
Manufacturer,
duties, taxes,
importer, service
provider, logistics,
maintenance
company
Conclusions
• When owned user usually pays the whole cost at the acquisition stage
• When rented, the payments are divided
• Moving towards service model in consumer goods would increase the
service sector in Finland providing employment and generating growth
• Cars are bought in 2,5 mrd euros per year, and consumer durables over
1 mrd per year (Tilastokeskus 2016)

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SENSORS NETWORKING DATA INTEGRATION ANALYTICS USER INTERFACES
EXTERNAL
•Demographic data
•Social data
•Browsing data
Data at rest
Batch analytics, machine learning
Lock opening
Product info
Payment service
Usage tips &
recommendations
PHYSICAL
DEVICES
CONNECTIVITY
USER APPLICATIONS
BENEFITS FOR COMPANIES
IoT boosting tool rental service business
Data in motion
Stream (real-time) analytics
Condition diagnostics and
prognostics
Info from product usage
Location info, asset tracking
Improved reuse or recycling

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