Challenge: “Develop innovative Business models and services for KUKA Robotics”
KUKA Robotics GmbH offers customers industrial robots, from small models to heavy-duty robots in the fields of automotive, medical and general industry. The robotics segment identified the demands for continuous innovation from international customers and unrelenting cost awareness as the key challenges to its division’s product portfolio. The result is permanent price pressure and potentially longer life cycles for the robotic applications combined with demands for ever-improving quality and longer warranties. The company responds to such trends by continually developing new products and applications that offer customers in existing markets quantifiable financial benefits driven by quick paybacks.
KUKA Global Customer Services One key differentiator for business environments where industrial robots are no longer “high tech” but rather a commodity product is customer services (CS). Customer services have a significant impact on customer satisfaction and hence, are key to client loyalty and retention. The crucial criterion is quick response time together with consistently high quality of service provision. From a customer’s perspective, KUKA´s service revenue per robot is KUKA’s share of its maintenance cost per robot.
Option 1: Develop solutions for services, which are usually done by KUKA, with a faster lead-time, cheaper total costs or with a higher quality.
Option 2: Find business areas where you could earn money with after sales services for KUKA Robots, where KUKA´s customer service is not present so far.
KUKA products can be found in virtually every industry. The portfolio ranges from matched automation solutions to complete system concepts
Point out your value proposition to potential customers and your business model while utilizing the solution architecture for your digital service. Remember that a good idea only becomes an innovation, if viable business models are successful and accepted on the designated markets. Be creative!
While developing new services, please focus on:
In order to develop an idea, you and your team can access different channels of information: internet research, surveys, interviews/workshops and the documents provided by KUKA. Use the given information wisely and integrate it into your project for better results.
The expected results are divided into two parts:
The most important part of your solution is the development of a solid, comprehensive and elaborate business model for your innovative concept. In order to ensure comparability to solutions of other teams, please utilize the Business Model Canvas to systematically develop your idea. The most important aspects of your concept are:
In order to demonstrate and easily convey your idea, please visualize it in any form. This could include a paper build prototype, a programmed application, a drawing, a short movie – it is important that you are creative in order to sell your idea to the jury!
Concept presentation, containing:
Participants of the lecture Service Design & Engineering additionally have to hand in:
Written concept description, containing:
All documents are to be submitted in English in the provided template (see L2P)
The members of the first three teams will be rewarded with great prizes for each team member.
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