skip to primary navigationskip to content

Cambridge Service Alliance

At the forefront of service transformation in the digital era

Studying at Cambridge

 

Webinar 10 December 2018

last modified Dec 16, 2018 10:54 PM
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.

 

RSS Feed Latest news

Managing customer experience through a systematic approach to data analytics

Jul 24, 2020

We all know what a positive – or negative – customer experience feels like: a rush of pleasure or teeth-grinding frustration. Firms are acutely aware of the importance of how we feel – and how that translates into long-term loyalty – but feelings are a difficult and complicated thing to measure at scale.

Blog | Has COVID-19 Invented the 10X Supply Chain?

Jul 06, 2020

Surendra Kancherla, Principal Architect - Digital Technologies, at CSA partner, HCL, says that COVID-19 is forcing firms to look afresh at their supply chain capabilities.

Insight | Business model innovation for digital twins in the construction sector

May 19, 2020

At the Cambridge Service Alliance's most recent Community of Interest, Dr Erika Pärn considered the development of digital twins in the construction sector: the challenges it faces and whether android operating systems could provide a useful roadmap for business model innovation.

Generate revenue from digital platforms

May 12, 2020

According to Shep Hyken: "Customers are smarter than ever because they're experiencing great service from certain brands, and those rock-star brands are setting the bar higher for everyone else." In this white paper we explore the 'customer experience paradox' and how firms can use digital platforms to overcome it.

Unlocking the secrets of customer loyalty

May 12, 2020

Customer retention plays a critical role in a firm's long-term sustainability. Until recently, however, firms have tended to rely on one-dimensional survey techniques to measure their customers' loyalty. This white paper shows how machine learning can help overcome these limitations.

View all news