MAKING THE MOBILE PROCESS SERVICE MARKET, WITH A SMART BUSINESS NETWORK, IN THE NORTHERN DIMENSION...
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MAKING THE MOBILE PROCESS SERVICE MARKET, WITH A SMART BUSINESS NETWORK, IN THE NORTHERN DIMENSION •Brian G. Keedwell Integrated Marketing [email protected] Making a new market is a challenge. It requires creation of a new form of value and sustainable capture of a fair market share for the new-market makers. CLICK to continue. Wait at least 5 seconds between
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Transcript of MAKING THE MOBILE PROCESS SERVICE MARKET, WITH A SMART BUSINESS NETWORK, IN THE NORTHERN DIMENSION...
MAKING THE MOBILE PROCESS SERVICE MARKET,
WITH A SMART BUSINESS NETWORK,
IN THE NORTHERN DIMENSION
•Brian G. Keedwell Integrated Marketing [email protected]
Making a new market is a challenge. It requires creation of a new form of value and sustainable capture of a fair market share for the new-market makers.
CLICK to continue.
Wait at least 5 seconds between clicks
PFCN vision
IF
THENhigh process Quality and Productivity will result in Profitable Fulfillment of Customer Needs.
event-driven, B2B, mobile, event-driven processes - such as selling and delivery - are engineered, then conducted by dynamically formed and informed, self-managed, empowered, competent teams
PFCN
PFCN
AND IFagreement can be reached about how
to share the created value
MPS
INTEGRATED MARKETING TRACK RECORD
DB/EXPO6-8 December, 1994
DB/EXPO6-8 December, 1994Winner
1994
FINALIST
WINNER?2008
PharmaciaIn eight countries for two Pharmacia divisions
Selling to 25,000 SAS travel agents and freight
forwarders in USA
KCM (Key
Customer
Management)
Service engineering
contract, emergency
& van stock system
Industrial Energy
marketing/sales
1995 BEGIN MIGRATION TO
MOBILE PROCESS SERVICE
Conferences:
ICAM 2005
Consulting:
Down-load
Down-load
Down-load
Down-load
Down-load
MISSION:
MAKE THE MOBILE PROCESS SERVICE (MPS) MARKET, IN THE NORTHERN DIMENSION
Build it (the MPS Competence Region)
– and they will come
Kevin Costner, Field of Dreams
CANADA
ICELAND
NW-RUSSIA
FINLAND
MPS
Down-loadVIDEO:
VE
ND
OR
US
ER
VENDOR & USER WIN-WIN
to conduct
MOBILE PROCESS SERVICE (MPS) BY CASCADING INNOVATIONS
Dynamically
formed & informed
MPU teams
High quality, productive processes for mobile
marketing & delivering of products and services
that execute
Agile SBN teams
High quality,
productive processes
for developing, marketing
& delivering MPS
Vendor experts collaborating as
PFCN
Profitable Fulfillment of Customer Needs
which is a
service enabling
resulting in
PRO-VE’08 PATH TO COMMERCIALIZATIONSpearheaded by TEREX pedagogic demo
ANIMATION: Down-load
PROJECT
RESOURCES
SMART BUSINESS NETWORK (SBN) ORGANIZATIONOperator positioning
DEV
ERP
PLC
CNF
Supp
orti
ng S
ervi
ces
DOC
EL
E&M
BE
OE
SE
Proc
ess
Syst
em
VAR
NS
DSICT
MPIN
STEERING
PROJECT
LEADER MPS
Prospects
CORE
TECHNOLOGY
Edu
catio
n Pr
ospe
cts
Project
framework
Insp
irat
ion
1ary
CONTRACTOR
MOBILE
PROCESS
USER
Res
earc
h
COMPETENCE
UNITS
ICT CENTER
PROCESS
SYSTEM
SUPPORTINGSERVICES
MOBILE
PROCESS
VENDOR
PROJECT
TRACKING
Offering
partnership Proj
ect P
rim
ary
inte
rfac
e
Users perceive operators as providers of
MOBILE PROCESS SERVICE
MARKETINGTravel Prospects
NOT MY JOB
” This is confirmation of Terex interest in participating in the construction of a . ‘PEDAGOGIC MPS DEMO’”
Mets Kramer, Manager, Advanced Service Strategy
CUSTOMER LEADERSHIP Caterpillar (1995, 2003, 2007), DeLaval (2003) … now Terex (2008)
CATCH-22
… vendors should respond to customer leadership!
“I am personally a great believer in process and system simulation before production-scale execution – so the [MPS] proposition seems low risk”.DeLaval Chairman of the Board
“Should this [MPS]solution center project become a reality we would be happy to evaluate it as a possible addition to our process deployment strategy”.CAT EMEA Service Process Manager
Down-loadTerex offer:
RESOLUTION OF CATCH-22
PROJECT
RESOURCES
OFFERED
BY SMEs
COMPETENCE UNITS:
”We could build, and deploy, MPS”
OPERATORS: ”Bring us MPS, and customers,
on a silver plate, at your cost”
INFRA-STRUCTURE PROVIDERS:
”If Operators move we will be there”
OPERATOR
ENGAGEMENT
NOW AWAITED
THEREFORE INFRA-
STRUCTURE
PROVIDER
SUPPORT
LIKELY
CONCEPT ASSURANCE
Users perceive operators as providers of
MOBILE PROCESS SERVICE
RISK MANAGEMENT
Risk management is a structured approach to managing uncertainty related to a threat, a sequence of human activities including: risk assessment, strategies development to manage it, and mitigation of risk using managerial resources.
Wikipedia
Therefore, how to convince the Telecom industry that Mobile Process Service (MPS) is a low-risk/high potential gain proposition?
Furthermore, how to make it easier for several SMEs in Sweden, already mutually acquainted and having several years experience in installations of MPS nature, to afford to engage in a SBN (smart business network) approach?
OPERATOR
ENGAGEMENT
NOW AWAITED
CONTINGENT FUNDING SUGGESTION FOLLOWS >>>>
-50
0
50
100
K €
MPS JUMPSTARTFUNDING BY STAGE
(Stack bar)
Integrated Marketing
Government
Project resource
Competence Unit
Telecoms
Mobile Process User
MOBILE PROCESS SERVICE JUMPSTART: TOLL-GATES & MILESTONES
TOTAL COST 384 K€
PEDAGO
GIC
DEM
O
BUILDIN
G 16
9 K€
SEARCH
125 K€ SELECT
65 K€
10 K
€
2 K
€ 13 K
€
0
100
200
300
400
500
K€
MPS JUMPSTARTFUNDING CUMULATIVE
(Stack bar)
Integrated Marketing
Government
Project resource
Competence Unit
Telecoms
Mobile Process User
MOBILE PROCESS SERVICE JUMPSTART: TOLL-GATES & MILESTONES
PEDAGOGIC DEMO
BUILDIN
G
TOTAL COST 384 K€
SEARCH
SELECT
1. Project-resource SMEs to be compensated for demo building.
2. Telecom funding to be postponed during Prospect search and Pilot site selection.
CONTINGENT FUNDING ENABLES:
0
100
200
300
400
500
K€
MPS JUMPSTARTFUNDING CUMULATIVE
(Stack bar)
Integrated Marketing
Government
Project resource
Competence Unit
Telecoms
Mobile Process User
-50
0
50
100
K €
MPS JUMPSTARTFUNDING BY STAGE
(Stack bar)
Integrated Marketing
Government
Project resource
Competence Unit
Telecoms
Mobile Process User
SEARCH
SELECTION
-50
0
50
100
K €
MPS JUMPSTARTFUNDING BY STAGE
(Stack bar)
Integrated Marketing
Government
Project resource
Competence Unit
Telecoms
Mobile Process User
SEARCH
SELECTION
-50
0
50
100
K €
MPS JUMPSTARTFUNDING BY STAGE
(Stack bar)
Integrated Marketing
Government
Project resource
Competence Unit
Telecoms
Mobile Process User
SEARCH
SELECTION
PEDAGOGIC EXAMPLE:Contingent funding to search for MPS Prospects
-50
0
50
100
K €
MPS JUMPSTARTFUNDING BY STAGE
(Stack bar)
Integrated Marketing
Government
Project resource
Competence Unit
Telecoms
Mobile Process User
SEARCH
SELECTION
A. Volpentesta , M.Muzzupappa and S. AmmiratoGIUDALab – DEIS and Department of Mecahanics, University of Calabria, ITALY
Prof. ANTONIO VOLPENTESTA
Dr. SALVATORE AMMIRATO
Cosenza
GIUDALab:GIUDALab: a lab of economics and management engineering
Prof. MAURIZIO MUZZUPAPPA
Department of MechanicsDepartment of Mechanics
CRITICAL THINKING AND CONCEPT DESIGN GENERATION CRITICAL THINKING AND CONCEPT DESIGN GENERATION
IN A COLLABORATIVE NETWORKIN A COLLABORATIVE NETWORK
A. Volpentesta , M.Muzzupappa and S. AmmiratoGIUDALab – DEIS and Department of Mecahanics, University of Calabria, ITALY
A framework for critical thinking in collaborative evaluation sessions
based on the De Bono “six coloured hats” method. Colour Type of thinking Type of contributionWhite Search for information related to the
proposed ideas/solutions.New information or supplement incomplete information.
Yellow Search for benefits, values, and reasons about the proposed ideas/solutions.
Positive assessments, visions and hopes.
Black Search for faults, problems, risk and dangers related to the proposed ideas/solutions.
Negative assessments that point out what is wrong, incorrect or defective
Red Awareness of hunches, premonitions and intuitions about the proposed ideas/solutions.
Expressions of feelings so that they can be integrated in the thought map and also made part of the evaluation system that selects the route on the map.
Green Creative, lateral and fertile Creative statements and sowing seeds for alternative ideas or solutions.
Blue Thinking about thinking that is necessary for the evaluation of ideas/solutions.
Organization and summarization of outputs of other coloured sub-sessions
http://members.optusnet.com.au/charles57/Creative/Techniques/sixhats.htm
MULTI-NATIONAL CONFERENCEWaterloo, Canada, Nov or Dec 2008
PURPOSE OF CONFERENCE: Decide whether, or not, to proceed to search for five further pilot project ’Prospects’.
