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Cambridge Service Alliance

At the forefront of service transformation in the digital era
 
Webinar 10 December 2018

Webinar on Service Business Model Innovation: The Digital Twin Technology by Veronica Martinez, Audrey Ouyang, Andy Neely, Caroline Burstall and Dav Bisessar

In this webinar, Veronica Martinez presents the Alliance November paper on Digital Twins. The rise of the digital technologies such as digital twins, the internet of things (Industry 4.0), augmented reality, machine learning among others, provide new platforms and avenues to enable services and innovate service business models. Digital Twins (DT) are one the most promising state-of-the-art digital platforms. They create digital/virtual twins of the physical assets. The majority of DT research focuses on the engineering and data transmission of this platform and less on the applications. Little is known about how DTs are integrated into the firms’ operations and their impact on firms’ business models. Considering the importance of this emergent topic, it is of paramount importance to study the effect of Digital Twins on service business model innovation. In other words, what effect do digital twins bring to existing service business models? A two-phase exploratory research was set up to understand this research enquiry. Phase One focused on the overall understanding of how DTs are set, implemented and used. 37 interviewees across three large industrial engineering firms, in addition to two DT platforms architects. Phase Two focused on the study of the context of the use and effect on the firms’ service business models on three pairs of cases. Our research shows four generic types of service business models founded on the DT platform and their trajectories.

 

Cambridge Service Alliance

Welcome to the Cambridge Service Alliance…

  • a unique global alliance between leading businesses and universities;
  • bringing together the world's leading firms and academics;
  • all of whom are devoted to delivering today the tools, education and insights needed for the complex service solutions of tomorrow.

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Latest news

Bouygues Construction joins the Cambridge Service Alliance

27 May 2021

We are delighted to announce that Bouygues Construction has joined the Cambridge Service Alliance, Institute for Manufacturing (IfM), University of Cambridge as a new industry member alongside our existing partners HCL Technologies , Caterpillar Inc. , Perkins Engines Company Limited and CEMEX . Press release

'Using AI to Track How Customers Feel — In Real Time' published in the Harvard Business Review

13 May 2021

The paper 'Using AI to Track How Customers Feel — In Real Time' by Mohamed Zaki, Janet R. McColl-Kennedy and Andy Neely has been published in Harvard Business Review.

Industry Day 2020 | What we learnt

6 December 2020

What is the future of services in the new pandemic-driven era? This was the topic explored at our 2020 Industry Day by senior executives from L'Oréal, Microsoft Research, Manchester United and start-up, Fairjungle.