物联网时代企业竞争战略.ppt

Should the company change its business model? Manufacturers have traditionally focused on producing a physical good and capturing value by transferring ownership of the good to the customer through a sales transaction. The owner is then responsible for the costs of servicing the product and other costs of use, while bearing the risks of downtime and other product failures and defects not covered by warranties. 传统制造企业的的商业模式主要聚焦于生产物理产品，通过销售，产品的所有权转移给客户，从中获得利润。产品所有者承担产品售后服务和其他使用成本，此外产品停机、损坏和故障的风险也由客户自己承担。 The product-as-a-service model in which the manufacturer retains ownership and takes full responsibility for the costs of prod-uct operation and service in return for an ongoing charge. Customers pay as they go, not up front. Here, the value of product performance improvements that reduce operating cost (such as better energy ef-ficiency) and service efficiencies are captured by the manufacturer. PAAS模式，制造商保留产品所有权，并对产品的运营和售后成本负责，向客户持续收取服务费用。客户用多少付多少，不再提前支付购买。这种模式下，制造商可以通过不断改进产品，降低运营成本（例如减少能耗）和提高服务效率来提高利润。 Should the company e nte r new businesses by monetizing its product data through selling it to outside parties? Companies may find that the data they accumulate from smart, connected products is valuable to entities besides traditional customers. Companies may also discover that they can capture additional data, beyond what they need to optimize product value, that is valuable to other entities. In either case, this may lead to new services or even new businesses. 在智能互联的时代，公司会逐渐发现，他们积累的产品数据不仅对客户有价值，对第三方实体也非常有价值。公司也可能发现，除了用来优化产品价值的数据，它们还能收集更多的对第三方实体有价值的数据。无论哪种情况，公司都有可能基于这些数据开展新的业务。 Should the company expand its scope? The em erg en ce o f p ro d u ct sy stem s an d systems of systems raises at least two types of strategic choices about company scope. The first is whether a company should expand into related products or other parts of the system of systems. The second is whether a company should seek to provide the platform that connects the related