A Novel Concept for the Development of Availability-Oriented Business Models

Globalization, Industry 4.0 and increasing price pressure are only a few impact factors influencing the competition in capital goods industry. Thus, the manufacturers need to differentiate by creating individual bundles, consisting of technical products and lifecycle-oriented services, called Product-Service Systems (PSS). There is an increasing demand of availability-oriented PSS, in which the manufacturer guarantees the availability of the technical product and takes over a part of the customer's manufacturing risk. PSS can be offered by means of different business models. This article presents a novel concept to develop availability-oriented business models, which considers requirement elicitation for technical development of smart machine components, and customer-oriented methods of design thinking approach, i.e. Persona analysis, Value-network mapping and Customer Journey. The concept was validated in three use cases, regarding technology-push and market-pull perspective.