A Seamless Value Co-creation Service Roadmap of Assistive Technologies for the Elderly

Transcription

1 PICMET 16 Conference September 4-8, 2016, Waikiki Beach Marriott Resort & Spa, Honolulu, Hawaii, USA A Seamless Value Co-creation Service Roadmap of Assistive Technologies for the Elderly Purpose: To propose Technological service roadmap architecture and Roadmapping process with service orientation for integrating service planning into business and technological innovation strategic planning Pornprom Ateetanan a,b,c, Kunio Shirahada a a Japan Advanced Institute of Science and Technology, Japan b Sirindhorn International Institute of Technology, Thammasat University, Thailand c National Electronics and Computer Technology Center, Thailand Sep 7, 2016 P. Ateetanan & K. Shirahada, PICMET2016 1

2 Outline 1. Background of Future and Service orientation 2. Research questions about Service roadmap architecture and process 3. Proposed roadmap architecture and roadmapping process 4. Dry run and Case examples 5. Academic and Practical implications 6. Discussion and Conclusion P. Ateetanan & K. Shirahada, PICMET2016 2

3 Foresight methodology Open Innovation Background: Roadmapping for strategic planning and Innovation The synergy of Technology, Future and Service Orientation for Society Future orientation Technology roadmapping Outside-in & inside-out collaboration Social Innovation Technological innovation management Service orientation Assistive technology Service- Dominant Service (S-D) management Logic Strategic planning Services for the future: Technology orientation Technology and Aging Assistive technology for the elderly Value co-creation & resource integration in roadmap By using technological service roadmap Service Roadmap of Assistive Technologies for the Elderly Technological services towards the Elderly & Social well-being P. Ateetanan & K. Shirahada, PICMET2016 3

4 FUTURE ORIENTATION P. Ateetanan & K. Shirahada, PICMET2016 4

5 Foresight methodology Open Innovation Background: Roadmapping for strategic planning and Innovation The synergy of Technology, Future and Service Orientation for Society Future orientation Technology roadmapping Outside-in & inside-out collaboration Social Innovation Technological innovation management Service orientation Assistive technology Service- Dominant Service (S-D) management Logic Strategic planning Services for the future: Technology orientation Technology and Aging Assistive technology for the elderly Value co-creation & resource integration in roadmap By using technological service roadmap Service Roadmap of Assistive Technologies for the Elderly Technological services towards the Elderly & Social well-being P. Ateetanan & K. Shirahada, PICMET2016 5

6 Technology roadmap ARCHITECTURE P. Ateetanan & K. Shirahada, PICMET2016 6

7 Background - Technology Roadmap (TRM) - Architecture Generalized technology roadmap architecture (Phaal, Farrukh, & Probert, 2004) TRM establishes a balance between market pull and technology push as well as how technology can be aligned to product & service developments P. Ateetanan & K. Shirahada, PICMET2016 7

8 Background Service integrated Technology Roadmap - Architecture Comprehensive strategic road mapping: Adding a new "service layer (Kameoka, Nakamura, Fujuwara, Kamada, 2006) The first step of technological service roadmap in the academic world was made by adding a service layer with technology-service convergence to the traditional roadmap for manufacturing sector. P. Ateetanan & K. Shirahada, PICMET2016 8

9 Background Service roadmap (SRM) - Architecture The generic service (technology) roadmap The strategic plan in a (Cho & Lee, 2014) market-oriented way Starts with market planning Move to service & product planning to meet market need Ends with Technology, R&D planning to deliver planned services & products Product service integrated roadmaps The primarily roadmap for product-service organization and applied to the ICT human health and social work industries. Developed as a long term strategic planning tool in service sector but still in Good-Dominant (G-D) logic embraces value-in-exchange and embedded-value concepts P. Ateetanan & K. Shirahada, PICMET2016 9

10 Limitation of Traditional roadmap architecture Roadmap Nature: developed for Representation of Value Dominant logic TRM SRM product planning for manufacturing sector service planning for service sector Value-in- Exchange Value Embedded in goods/services offering Good- Dominant (G-D) Logic Roadmap architecture which represent Value Co-Creation among stakeholders, Integration of resources, and Exchange of services for Service Economy & Digital Society Service Orientation: Service- Dominant (S-D) Logic P. Ateetanan & K. Shirahada, PICMET

11 Technology roadmap PROCESS P. Ateetanan & K. Shirahada, PICMET

12 Background Technology roadmap Roadmapping process T-plan: standard process (Phaal, Farrukh, & Probert, 2004) Schematic of a linking grid analysis (Phaal, Farrukh, Mitchell, Probert, 2003) The standard T-Plan process involves a linear series of four face to face workshops The T-Plan standard process aims to support product planning Use linking grid to evaluate the relationships between layers then rank the impact of each feature on each layer. (Ball,Bidasaria, Castillejos, Pakdeekasem, Pornsatit, Daim, 2014) P. Ateetanan & K. Shirahada, PICMET

13 Limitation of Traditional roadmapping process Nature Multi-Stakeholder & Disciplinary Physical meetings/ face to face workshop-based Obstacle Difficult to allow participation from experts/stakeholders are in same time & same place In Asian culture, it is not easy to express ideas against the seniors person. Virtual & Value Co-Creation roadmapping process for multi-stakeholder engagement & collaboration Roadmapping workshop (JAIST, 2015) P. Ateetanan & K. Shirahada, PICMET

14 Technology roadmap FOR OPEN INNOVATION P. Ateetanan & K. Shirahada, PICMET

15 Foresight methodology Open Innovation Background: Roadmapping for strategic planning and Innovation The synergy of Technology, Future and Service Orientation for Society Future orientation Technology roadmapping Outside-in & inside-out collaboration Social Innovation Technological innovation management Service orientation Assistive technology Service- Dominant (S-D) Service Logic management Strategic planning Services for the future: Technology orientation Technology and Aging Assistive technology for the elderly Value co-creation & resource integration in roadmap By using technological service roadmap Service Roadmap of Assistive Technologies for the Elderly Technological services towards the Elderly & Social well-being P. Ateetanan & K. Shirahada, PICMET

16 TRM for Open innovation Open innovation: the use of purposive inflows and outflows of knowledge to accelerate internal innovation, and expand the markets for external use of innovation respectively (Chesbrough, Vanhaverbeke, West, 2006) Structure of dual TRM for open innovation (Guem, Kim, Son, Park, 2013) TRM considers Partner resources as well as Internal resources P. Ateetanan & K. Shirahada, PICMET

17 SERVICE ORIENTATION P. Ateetanan & K. Shirahada, PICMET

18 Foresight methodology Open Innovation Background: Roadmapping for strategic planning and Innovation The synergy of Technology, Future and Service Orientation for Society Future orientation Technology roadmapping Outside-in & inside-out collaboration Social Innovation Technological innovation management Service orientation Assistive technology Service- Dominant Service (S-D) management Logic Strategic planning Services for the future: Technology orientation Technology and Aging Assistive technology for the elderly Value co-creation & resource integration in roadmap By using technological service roadmap Service Roadmap of Assistive Technologies for the Elderly Technological services towards the Elderly & Social well-being P. Ateetanan & K. Shirahada, PICMET

19 Background Service orientation Service-Dominant (S-D) logic is the logic of togetherness where actors use their applied knowledge and skills (competences) to provide benefit to another and to benefit themselves. S-D logic is based on relationships, mutual trust, and win-win exchange. (Joiner, Lusch, 2016) S-D logic includes concepts of value-in-use and co-creation of value (Gannage Jr.,2014) Value Co-Creation (VCC) in S-D logic is a predominant service concept that describes collaboration between multisector stakeholders that creates mutual benefits. (Sukholthaman, Shirahada, 2016) Encapsulate S-D logic in Service roadmap for representing Value Co-Creation & integrating resources among multi-stakeholders. P. Ateetanan & K. Shirahada, PICMET

20 RESEARCH QUESTIONS P. Ateetanan & K. Shirahada, PICMET

21 Research Questions 1. Roadmap architecture RQ1: How can we apply Service-Dominant (S-D) logic into service roadmap? 2. Roadmapping process RQ2: What is the effective potential approach to promote value co-creation in service roadmapping? P. Ateetanan & K. Shirahada, PICMET

22 Strategies for answering RQs RQ1: By encapsulate S-D Logic and Open innovation approach to Service roadmap RQ2: Virtual arrangement & online tools, to enhance the communication & collaboration among multi-stakeholder in roadmapping process. P. Ateetanan & K. Shirahada, PICMET

23 PROPOSED ROADMAP ARCHITECTURE & ROADMAPPING PROCESS P. Ateetanan & K. Shirahada, PICMET

24 Architecture of proposed Value Co-Creation (VCC) service roadmap VCC is spread over the roadmap, Proposition of value and provision & exchange of services are intermediary to the VCC process. Partner layer as the originality of collaboration among stakeholders and represents integrator of resources. P. Ateetanan & K. Shirahada, PICMET

25 Architecture of proposed service roadmap for open innovation The three types of service roadmap for open innovation especially for outside-in open innovation Architecture of service roadmap for open innovation (adapted from Guem, Kim, Son, 2013) Open innovation approach represents the use of purposive inflows & outflow of knowledge, skill (competence) and technology to accelerate innovation P. Ateetanan & K. Shirahada, PICMET

26 V-Plan is blended (virtual & face to face) workshopbased, aims to resolve the limitation of the participation in term of space & time increase multi-stakeholders engagement & collaboration decrease the duration of roadmapping process (Virtual and Value Co-Creation) V-PLAN ROADMAPPING PROCESS P. Ateetanan & K. Shirahada, PICMET

27 Development Stage V-Plan: Service roadmapping process VV-Verify & Validate AA- Align & Agile V 1 Market and business drivers V 2 Value Proposal Value Proposition Identification Value Proposal V 3 Service Charting/ Integration 7 F 4 Product V V R&D/Knowledge /Partner 6 V # No. of workshop 5 Technology V Virtual Value Proposition Optimization F Face to Face Linking grid Re-Check P. Ateetanan & K. Shirahada, PICMET

28 Different place remote Same place Co-located Adapted from CSCW: Computer-Supported Cooperative Work Collaboration tools in V-Plan enable virtual enterprise s teamwork Same time synchronous Face to face collaboration 1 2 Operation/Decision room, wall displays, e-meeting system, brainstorming Collaboration Matrix Different time asynchronous Ongoing/Continuous task War-room, team-room, large displays, shift work, post-it, Polling, Voting Remote collaboration Video/Web Conference, instant messaging, Telephoning, , Chat 3 4 Communication & Coordination E-meeting system, Blogs, Workflow, , bulletin boards, forum P. Ateetanan & K. Shirahada, PICMET

29 DRY RUN & CASE EXAMPLE P. Ateetanan & K. Shirahada, PICMET

30 JAIST Lab Dry Run : Future educational services in university Virtual phase: May 9 July 12 Face to Face: July 13 P. Ateetanan & K. Shirahada, PICMET

31 V-Plan: Case Example Service roadmap of Assistive living Technology for the elderly (Phase I) Roadmap owner: R&D firm on Assistive technology Institute of Technology for Disabilities person and the Elderly (ITDE), National Electronics and Computer Technology Center (NECTEC) Need strategic service planning and co-research collaboration with public-private stakeholders. Providers: Caregiver, Technology provider, Healthcare service provider Receivers: The elderly, Informal caregiver Stakeholders/Partners: Academic, R&D institute, Government policy agency (regulator/promotor) P. Ateetanan & K. Shirahada, PICMET

32 Duration: Phase I June 15 Aug 3 Virtual: June 15 Aug 2 Face to Face: Aug 3 Project website: Line group v P. Ateetanan & K. Shirahada, PICMET

33 Group Video Call Online Questionnaire P. Ateetanan & K. Shirahada, PICMET

34 3-Hours Face to Face Workshop Aug. 3 Purpose To review the previous workshop results To consider and verification Service (S)/Product(P)/Technology (T) layer Next stage Evaluate and rank S/P/T linking grid in virtual mode P. Ateetanan & K. Shirahada, PICMET

35 DISCUSSION & CONCLUSION P. Ateetanan & K. Shirahada, PICMET

36 Topic Architecture S-D logic Process Evaluation Academic Issue Insert more concrete adoption of open innovation approach (inside-out & outside-in) Need more concrete on the Identification of Co-Created value among each stakeholder Include Agile project management for more flexible & collaboration Apply Customer value co-creation activities concept (Mccoll-Kennedy, 2012) for evaluating stakeholder s behavior in roadmapping Discussion Topic Usefulness Functionality Usability In general Practice Issue Easy & persuasive to start and get consensus Need more clear instruction & direction on each step Gap on digital literacy of stakeholders Big burden & challenge to facilitator Need more clear instruction in voting score Active access from anywhere/time The stability ofcomputer/boradband network is important The feedback part is useful, it reminded participants that which process we have passed and rechecked. Move forward on scenario planning P. Ateetanan & K. Shirahada, PICMET

37 Conclusion 1. The viewpoint of co-created value from multi-stakeholders are supreme significance. 2. Value proposition optimization for the recipient is highly considered as beneficiary-centric. 3. The synergy of online & social media tools can resolve the limitation of space & time of the stakeholders participation. 4. The diversified ICT literacies of stakeholders should be carefully concerned and adjust the virtual approach as appropriate. Firms can adopt this Value Co-Creation service roadmap and Virtual roadmapping process to their strategic technological service planning and initiate the social innovation with impact. P. Ateetanan & K. Shirahada, PICMET

38 Future research 1. To continue Conduct V-Plan Service roadmapping of Assisted Living Technology for the elderly (Phase II) with ITDE/NECTEC Promote & encourage V-Plan as mechanism for ITDE to planning for national agenda of Thailand Silver economy 2. To evaluate the V-Plan roadmapping process with stakeholders and case owner under Value Co-Creation Approach 3. To extend V-Plan for R&D Firm to private service sector firm P. Ateetanan & K. Shirahada, PICMET

39 Acknowledgements Thank you for your kind attention Pornprom ATEETANAN Kunio SHIRAHADA P. Ateetanan & K. Shirahada, PICMET