STARTGAME factory - paradigm shift in manufacturing
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Transcript of STARTGAME factory - paradigm shift in manufacturing
• From single product family life-time view to production
technological life time measuring denominator
Plant level efficiency
Event: New product
family
Event: New product
variant
= 80%
= 60%
STARGAME
Dedicated
Event: Ramp-up
Total life-time efficiency
Events: Machine breakdown, quality, etc.
The eight STARGAME parameters must be considered as a united whole.Therefore the STARGAME Measure Web is introduced, by which production in scale (plant, cell, machine, equipment, device) are to be evaluated and/or designed:
Goal
Current state
Scalable
Transparency
Adaptive
Robust
Generic
Agile
Mobile
Economical
1. Innovation strategy theory and models 2. Competitive priorities3. What we are up against4. New Business competences5. Profitability measure model6. Identified production capabilities that we
would need7. STARTGAME concept and measure
Source: HBS Prof. Clayton M. Christensen
60% on 20 EURO
20% on 5 EURO
Source: HBS Prof. Clayton M. Christensen
Beat competitorsWith functionality
Beat competitorswith speed, responsiveness
and customization
Perf
orm
an
ce
Time
Independent and proprie
tary Architecture
Modular Archite
cture
Source: HBS Prof. Clayton M. Christensen
1. Top-down Strategy process –• for established markets, • based on sustained analytical data analysis
2. Emergent Strategy for new Growth Business, • based on discovery driven and pattern market recognition process • Market experiment approach (what works, what doesn’t ?)• Agile market adjustments and re-orientation• Test critical issues before significant investments• We can learn from successful companies like SONY, HP, Apple, Intel, Dropbox and more
Here´s where we have focused They must be able to exist and work in parallel
•Price conscious•Cost efficient•Productivity
•Maintain quality•Good ambassadors
Cost
Innovation
Flexibility
Quality
Time•Time to market/volume•Lead time
•Differentiated service levels•Increased frequency of product intro. •Increased product range + variants
•Mass customer designed products•Existing products to new customers•Full service/system provider•Increased availability to products
Compan
y per
form
ance
:
The
abilit
y to
fulfi
l all
com
petit
ive p
riorit
ies
+
+
+
+
60’s 70’s 80’s 90’s 2000 +
??
Unpredictable market forecasts leads to misperceptions that effects Leak of precise control of inventoryQuality of deliverability/response timeutilization of equipment – ROI sufferingFrustration and mistrust
LEAN manufacturing does not SOLVE these challenges well!.
• Commodity risks are severe by over served customers in major markets
• Should we not in time be able to move/ generate up-markets we will face communization with very pure gross profits margins as a central consequence.
• Present product core technologies are fundamentally easy to learn and handle.
• Central patents have run out and IP protection will not work efficiently
• The globalization will evidently happen, and current distribution chains be fundamentally undermined, which we are not prepared to benefit from.
•
Customer habits and market trend changes fast and repeatable• new value networks representing tremendous growth platform are
not addressed profoundly enough to get in shape – in time!
Suspicious market segmentation• NOT by the job costumers are trying to get done BUT rather due to data
availability structures• types of products and product attributes• Price point• Demographics (consumer products) or Industry verticals (small, medium,
global )
So become Job to done oriented instead of costumer oriented !!Remember this is what set the target to which developments are
oriented !!
Conventional automated industrialization looses terrain to offshore outsourcing – • Product, part specific solution investments
can not fulfill operational investment criteria’s.
• who will evidentially owe what costumers values – us or our subcontractors?!
• will this prohibit us to connect to future costumer needs.
Financial Ratios i.e. NPV drives mamagers away from Innovation that has long tail effect
• Lack of concepts, components and systems for optimal integration of mass customization capabilities
• Ensure that we can provide the product and service characteristics that connects to up-market customer needs.
• Right Stuff-management recruitment and mentality prohibits disruptive innovations to breakthrough the resource allocation process
• they rely more on market pattern recognition than market data analysis.
• Default confidence in present core business and competences to be able to provide the competitive strength we need aiming for the growth we must have
STARGAME-factoryDesign & Product
development
Procure-ment & purchase
Sales & Marketing
Component manufactu-ring
Assembly & packing
Distribution
• More design families and variants• Shorten time to market/volume• Exploiting niche markets• Upgradeability and replacement• Customization
• Higher degree of design reuse enabling more design families and variants (cost)• Shorten and precise time to market/volume (time)• Higher quality from design, i.e. limited time for product quality corrections
• Reduction of finished goods/pipeline inventory from reduced lead time and higher delivery reliability• Improvement of service level (time and precision)• Customization of time and place of delivery• Demanding responsiveness and flexibility for enabling STARGAME
• Production platforms enabling higher reuse flexibility and thus improving the investment robustness• Reduced inventory/WIP from improved lead time and reliability• Focused and dedicated cells enabling improved ramp-up and employment of new technologies
• Reduced inventory level from shorter lead time and higher delivery reliability• Demanding a higher responsiveness from purchase
• The inclusion of several stakeholders must evaluate potential tradeoffs
1. Future market and growth potential
2. Potential misfit3. Technological
enablers4. Tactically move5. Technology portfolio
management
Today
Market
Products and services
Internal processes
Design
Production
Sales/Marketing
Logistics
Future
Market
Products and services
Internal processes
Design
Production
Sales/Marketing
Logistics
1
4
3
2
5
Manufacturing concept
Manufacturing concept
Flexible manufactoring cost.
cost Cost dedicated
manufacturing
Profit zone - fleksibel manufacturing
Profitzone – dedicated manufacturing
Preserved Customer value
Volume/MixHigh/lowLow/High
Lost Customer value
Market trend towards high variety/low batch volumes
• to add or remove capacity and capabilities easily and fast with a minimum of effort
• to share, exchange and present information where-ever and when-ever
• to preserve productivity under event based and continuous changing conditions
• to prevent/resist failures and reduced performance
• to minimize the necessary to alter the production setup• to respond on demands and changes fast and
seamlessly • to be able rearrange, reconfigure and integrate
systems • to reinsure robust investments .
Definition:• The ability to add or eliminate capacity
and capabilities
Potentials:• Easy ramp up/down• Introduction of new processes
(capabilities)
Flow of processes
Additional capacityAdditional capability
Matrix layout
Definition:Transparent Ready™ is a characteristics of the information system enabling access, sharing and exchanging of information wherever (globally) and whenever necessary
Potentials:• Enabling access, sharing and exchange of information• Wherever – whenever• Surveillance of operations• Utilisation of acquired data for control purpose• Remote diagnostics and repair
Plant
Shop Floor
Cell
Machine
Sensor/Actoators
Control hierarchy
Physical information structure
Definition:• The system is in an error tolerant
manner towards changing conditions. • Operating continuously and virtually
unattended for a relative long period of time via self-diagnostic and -tuning
Potentials:• Equipment/cell operates non-supervised• Equipment/cell is self optimizing (self
tuning)• Error tolerance • Self diagnostic capability
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Eth
erne
t
A
12x
6x
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C
Camera
FeederRobot
to robot
to camerato feeder
Self tuning of feeder operations on basis of image analysis
Theory:Generalized Semi Markov Process
Known from :•Traffic control•Telelcommunication•E-buzz/workflow systems•MANUFACTORING
Definition:• A proactive design/measure
parameter taken to ensure that the production system prevent and resist failures or reduced performancePotentials:
• Stabilised operations• Limit failures and reduced
performance under changing conditions
• Tolerant to variations in parts or equipment
Simple gripper assisted with robust with vision
Force feedback control applied for compliant robot assembly
Full video link:http://dora.cwru.edu/msb/pubs/icra2002.mpg
Definition:• A proactive design/measure
parameter focusing on disarming the need to change the production system due to changing conditionsPotentials:
• Reuse of equipment• Multi purpose equipment• Non product specific
Bowl feeding Flexible feeding
Cell phones: Display window Surface Coating
Definition:• The system’s responsiveness to demand and
product changes (both of long and short term nature) via focusing on the capabilities of fast and seamless change-over
Potentials:• Reduced change over time (minute to minute,
day to day, week to week)• Increased frequency of product changes• Improved respond to demands
Identify productFill feeder – manually or automaticallyAutomatically upload of receipt Initiate production Camera
Feeder
Robotto feeder
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AB
12x
6x
8x
2x
9x
3x
10x
4x
11x
5x
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1x
E the
r net
A
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C
Fast and seamless changeover:
Vision receipt:- Cam config.- Models- …
Robot receipt:- Robot config.- Pick strategy- …
Feeder receipt:- Feeder config.- Feeder strategy- …
• Flexible packaging• Flow plastic back pack• Lot-size one• Individual bag size• Individual marking• Vision event based control•
Definition:• A mobile system architecture enables a
reconfiguration (mixing and matching) of the individual functional system elements via standardized system interfaces
• Potentials:• Improved product flexibility and shorter
time to market/volume via higher re-use, re-arrangements and matching of modules
• Gradual introduction, upgrading or replacement of capacity and capabilities via individual process modules
• Differentiated and focused optimisation of each process module
• Interfaces may constitute additional investment in comparison with non-modular systems
Mobile workstations
Rotation disk
Mobile Competence Cells
Mobile buffers and transportation
Definition:• The STARGAME factory paradigm
necessitates a cost evaluation paradigm that promotes total cost and thus avoidance of sub-optimization due to short term operational focus
• The profitable zone of the STARGAME concept
• Necessitates a total cost paradigm based on:1. Total life-time view with a transformation from
product families to production technology2. Stakeholders trade-off evaluation, i.e.
STARGAME versus other stakeholders
Scaleable The production system’s ability to add/eliminate capacity and capabilities
Transparent Ready™
Adaptive
Robust
Generic
Agile
Mobile
Economical Efficient
Transparent Ready™ is a characteristics of the information system enabling access, sharing and exchanging of information wherever (globally) and whenever necessary
The system is in an error tolerant capable to operate continuously and virtually unattended for a relative long period of time via self-diagnostic and -tuning
A proactive design/measure parameter taken to ensure that the production system resists failure or reduced performance under changing conditions
A proactive design/measure parameter focusing onrelaxing needfor changes to the production system due to changing conditions
The system’s responsiveness to demand and product changes (both of long and short term nature) via focusing on the capabilities of fast and seamless change-over
A mobile system architecture enables a reconfiguration (mixing and matching) of the individual functional system elements via standardized system interfaces
The STARGAME paradigm necessitates a costing evaluation paradigm that promotes total costing and thus avoidance of sub-optimization due to short term operational
focus only
The eight STARGAME parameters must be considered as a united whole.Therefore the STARGAME Measure Web is introduced, by which production in scale (plant, cell, machine, equipment, device) are to be evaluated and/or designed:
Goal
Current state
Scalable
Transparent Ready™
Adaptive
Robust
Generic
Agile
Mobile
Economical