3.1 eco efficient system innovation vezzoli-09-10 (33)
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Transcript of 3.1 eco efficient system innovation vezzoli-09-10 (33)
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
carlo vezzoli politecnico di milano . INDACO dpt. . DIS . faculty of design . Italy
Learning Network on Sustainability
course System Design for Sustainability subject 3. System design for eco-efficency
learning resource 3.1
Eco-efficent system innovation
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
CONTENTS . Resume: sustainability and system innovation . Traditional sales model: eco-efficiency constraints . Moving towards system eco-efficiency . Product-Service System (PSS): definition . Eco-efficient system innovation typologies . Adding value to the product life cycle . Providing final results to customers . Providing enabling platforms for customers . Not all PSS are eco-efficient + rebound effects . Barriers to PSS diffusion . Eco-efficient system innovation: summing up
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
IN 50 YEARS A WORLD-WIDE EQUITABLE SYSTEMS
OF PRODUCTION AND CONSUMPTION SHOULD USE
~90% LESS RESOURCES THAN THE
INDUSTRIALISED CONTEXTS ARE DOING TODAY
SUSTAINABILITY: SIZE OF CHANGE
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
SUSTAINABILITY: QUALITY OF CHANGE
PROMOTE (EVEN) SYSTEM INNOVATIONS broader than product innovation, not only technological, but even socio-cultural and organisational innovations
RADICAL CHANGE (DISCONTINUITY)
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
ECO-EFFICENT SYSTEM INNOVATIONS
> innovation delinking economic interests from environmental impact increase
from the design of process and product innovation to the design of system innovation:
innovation of the mix of products and services that are together able to fulfil a particular demand of (customer) “satisfaction”, as well as the innovation of the interactions of the stakeholders of the “satisfaction system” (value production system).
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
A PRELIMINARY EXAMPLE OF
ECO-EFICIENT SYSTEM INNOVATION
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
ARISTON + ENEL: PAY-PER-USE
payment is based on number of washes (satisfaction) and includes: delivery of a washing machine at home (not owned), electricity supply (not directly paid), maintenance, up-grading and end-of-life collection.
the innovative interaction between the companies and the client, make the companies’ interest to design and provide high efficient, long lasting, reusable and recyclable washing machines
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
“designing and providing a system of products and services (and related infrastructure) which are jointly capable of fulfilling client needs or demands more efficiently and with higher value for both companies and customers than purely product based solutions. […] PSS could decouple the creation of value from consumption of materials and energy and thus significantly reduce the life-cycle environmental load of current product systems.” [UNEP, Tischner, Vezzoli, 2009]
EC SYSTEM: A DEFINITION
free pdf: http://www.d4s-sbs.org/
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
retailers
designer
[e.g. washing machine]
[e.g. satisfaction-syetem= to have ceaned cloths]
discrete resources optimization: phase/stakeholder-based
[e.g. detergent] [e.g. energy supply]
retailers
designer
retailers
designer
SYSTEM ECO-EFFICENCY: moving out of traditional product sales/design
wide system (multiple life cycles) resources optimization: demand/satisfaction-based
system (life cycle) resources optimization: product/function-based
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
- phase’s transformation (processes): interest in reducing resources consumption
- phase’s transaction (semi-finished/products): indifference in reducing resources consumption or interest in increasing resources consumption
- cycles’ combinations (products/services): indifference in reducing resources consumption or interest in increasing resources consumption
TRAD. SALES MODEL: ECO-EFFICENCY: CONSTRAINTS
low interact. between product-system’s stakeholders
low interact. between satisfaction-system’s stakeholders
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
TOWARD THE SYSTEM ECO-EFFICIENCY (delinking economic interests from environmental
impact increase)
shift/allocate on the stakeholder responsible for the products and/or the services development, the direct economic and competitive interest to reduce their environmental impacts
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
TOWARD THE SYSTEM ECO-EFFICIENCY
which characteristics of the offer (company/ies models)?
innovative “trans-phase” and “trans-cycle” INTERACTIONS
A. STAKEHOLDERS’ INTEGRATION (controll extension) vertical: one stakeholder > Product life cycle horizontal: one stakeholder > Ps + Ss life cycles
B. STAKEHOLDERS’ INTERACTIONS EXTENSIONS vertical: (multiple) stakeholders > Product life cycle horizontal: (multiple) stakeholders > Ps + Ss life cycles
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
ECO-EFFICENT SISTEM INNOVATION TYPOLOGIES (EXAMPLES)
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
KLUBER LUBRIFICATION
offers lubricants + service on-site identification (movable lab) of equipment inefficiency, and the potential reduction of emissions’ impact
the innovative interaction between the company and the client, make the companies’ economic interest to be other than only selling higher amount of lubricants
lubricant > LUBRFIICATION
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
KLUBER LUBRICATION
CUSTOMER Engineering industry
Kluber sells to engineering industry lubricants and ...
LAB
... a service of analysis for the lubricants effectiveness and environmental impact reduction (movable lab)
BENEFIT FOR KLUBER . Offer diversification . Customer loyalty
BENEFIT FOR CUSTOMER . Improved efficiency > Cost reduction
. Less environmental issues to solve
BENEFIT FOR ENVIRONMENT . reduction and optimisation of lubricants
use > reduced environmental impact
E-E PSS of Type I – Adding value to the product life cycle
KLUBER LUBRIFICATION
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
E.-E. SYSTEM INNOVATION (TYPE I) ADDING VALUE TO THE PRODUCT LIFE CYCLE
a company (alliance of companies) provides
additional services - maintenance, repair, up-grading, substitution and product take back - to guarantee life cycle performance of the product (sold to the client)
it is reduced the user reaponsibility in the use and/or disposal of the product/semi-finished product (own by her/him)
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
RANK-XEROX
Rank Xerox offers a package deal and installs and maintain photocopiers (not owned by the customer) and may even makes and delivers copies. The customer pays for the package.
photocopiers > COPIED PAPER
the innovative interaction between the company and the client, make the companies’ interest to provide (and design) long lasting, reusable and recyclable photocopiers.
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
Rank Xerox offers a package deal (products + services).
... and RX installs and maintain photocopiers (not owned by the customer) , makes and delivers copies.
CUSTOMER RANK XEROX
The customer pays for the package ...
BENEFIT FOR RANK XEROX . Directly profit from components re-use and material
recycling from discarded products . Directly profit from resources efficiency
BENEFIT FOR ENVIRONMENT . Increased products’ lifespan and resources efficiency > reduced environmental impact
BENEFIT FOR CUSTOMER . No need to invest in the machine
purchase and overall cost reduction in use Rank Xerox is not a photocopier producer only.
RANK XEROX: A DOCUMENT COMPANY!
E-E PSS of Type II – Providing final results to customers
RANK XEROX
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
E.-E. SYSTEM INNOVATION (TYPE II) PROVIDING FINAL RESULTS TO CUSTOMERS
a company (alliance of companies) provides a customised mix of services, instead of products, in order to provide a specific final result to the customer
the client does not own the products and does not
operate on them to obtain the final satisfaction
(the client pays the company to provide the
agreed results)
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
ARISTON + ENEL: PAY-PER-USE
payment is based on number of washes and includes: delivery of a washing machine at home (not owned), electricity supply (not directly paid), maintenance, up-grading and end-of-life collection.
the innovative interaction between the two companies and the client, make the companies’ interest to provide (and design) high efficient, long lasting, reusable and recyclable washing machines
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
BENEFIT FOR CUSTOMER . No need to invest in the machine
purchase and overall cost reduction in use
ARISTON Household appliances
The customer will pay for the number of washes he/she will do ...
ENEL Energy provider
CUSTOMER Household
PARTNERSHIP
+
The partnership offers an enabling washing platform.
... and the partnership delivers the washing machine (not owned by the customer) and supply energy (not
directly paid by the customer), maintenance, up-grading and end-of-life
collection.
BENEFIT FOR ENVIRONMENT . Increased energy efficiency and products’ lifespan > reduced environmental impact
BENEFIT FOR THE PARTNERSHIP . Directly profit from energy efficiency . Re-use of components from discarded products
E-E PSS of Type III – Providing enabling platforms for customers
ARISTON + ENEL: PAY-PER-USE
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
E.-E. SYSTEM INNOVATION (TYPE III)
ENABLING PLATFORMS FOR CUSTOMERS
company (alliance of companies) provides access
to products, tools, opportunities enabling clients to get their “satisfaction”
the client does not own the product/s, but operates on them to obtain the “satisfaction” (and pays only for the use of the product/s)
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
ECO-EFFICIENT SYSTEM INNOVATION TYPOLOGIES
- adding value to the product life cycle
- providing final results to customers
- providing enabling platforms for customers
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
SYSTEM INNOVATION WIN-WIN POTENTIAL
SYSTEM ECO-EFFICIENCY innovation in which is the company/companies’ economic and competitive interest that leads to an environmental impact reduction (system eco-efficiency)
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
SYSTEM INN. ECO-EFFICIENT POTENTIALS
the economic interest of a stakeholders foster: . product life cycle optimization . materials life extension . “in use” resources minimization higher system eco-efficiency given too by:
. provider: higher available investiment to allowing most advanced and effcient technologies
. product sharing > faster replacement of ware out products with new and more eco-efficient ones (on equal number of units produced in time)
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
> CRITERIA AND GUIDELINES ARE NEEDED > METHODS AND TOOLS ARE NEEDED to orientate design towards system eco-efficent stakeholder interactions
NOT ALL SYSTEM INNOVATION ARE ECO-EFFICENT!
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
NOT ALL ECO-EFFICENT SYSTEM INNOVATION ARE WITHOUT (ENVIRONMENTAL) REBOUND EFFECTS! > may generate unwanted (enevironmentaly damaging) side effects
e.g.1 access to product, rather than their ownership, could lead to careless behaviour (shorter product lifespan > higher environmental impact) > some rebound effects are to difficult to be predicted, but as far as they are, design attention should be given to avoid those eventual side effects
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
WHY EE-PSS ARE NOT YET DIFFUSED?
IN FACT, PSS IS NOTHING NEW every most of the products involve services and vice versa and change towards service economy is happening anyway services (not products) generate: . more than 50 % of GDP in Europe . more than 75% of GDP in USA
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
BARRIERS FOR THE ECO-EFFICIENT PSS DIFFUSION:
. for the customers/users: in industrialized contexts
the cultural shift necessary in accepting
behavioural change, e.g. a ownerless consumption,
…
. for companies: the difficulty in changing the
corporate culture and the traditional business
model, …
. for governments: the difficulty in defining and
implementing policies to facilitate companies, …
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
DIFFUSED INERTIA (CONSOLIDATED HABITS) IS
LIMITING ECO-EFFICIENT SYSTEM INNOVATIONS
DIFFUSION
. PSS are not simply leapfrog business strategy: a
transition path is many time needed
. there is a lack of knowledge on SPSS development:
we need a new generation of designers (and design
educators) and other professionals capable of
operating for (complex) system research and
innovation
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
… ANYHOW A PROMISING WIN-WIN MODEL
“nevertheless, PSS development, seen as a whole,
present a potential for generating win-win solution
which promote profit, environmental and social
benefits”
“they have the potential to provide the necessary, if
not sufficient, conditions to enable communities to
leapfrog to less resources intensive system of social
and economical standards of living”
[UNEP, 2002]
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
SYSTEM INNOVATION MAIN CHARACTERISTIC
ROOTED IN A SATISFACTION-BASED ECONOMIC MODEL
each offer is developed/designed and delivered in relation to a particular customer “satisfaction” (unit of satisfaction)
STAKEHOLDER INTERACTIONS-BASED INNOVATION
radical innovations, not so much as technological ones, as new interactions/partnerships between the stakeholders of a particular satisfaction production chain (life cycle/s)
INTRINSIC ECO-EFFICIENCY POTENTIAL
innovations that could lead up to new economic interest convergences between the stakeholders, characterized by an intrinsic eco-efficiency
Carlo Vezzoli
Politecnico di Milano / INDACO dept. / DIS / Faculty of Design / Italy
ECO-EFFICINET SYSTEM INNOVATION DEFINITION:
“an offer model providing the integrated mix of products and services that are together able to fulfil a particular demand of (customer) “satisfaction”, based on innovative interactions between the stakeholders of the value production system (satisfaction system), where the economic and competitive interest of the providers continuously seek after environmentally beneficial new solutions”
[VEZZOLI, 2010]