Nowadays, many manufacturing companies consider the Industrial Internet of Things (IIoT) as a cornerstone for developing new service business models. Their attempts to secure profitable margins in increasingly commoditizing markets by offering new services have been around for some years. However, what has changed fundamentally in the last years is the pace in which the technology for collecting, transmitting and analyzing data from industrial assets has evolved. This has led to the rise of smart, data-based services, which promise more efficient service delivery, or entirely new value propositions.
Extant literature lacks a clear typology of data-based services from a customer value perspective. There exist cornerstone contributions, such as Neely (2008), Ulaga & Reinartz (2011), Tukker (2004), that have developed a classification scheme of industrial services for hybrid offerings. However, these classifications encompass all types of industrial services and are therefore too broad to deliver specific insights for data-based services.
Your task will be to develop such a typology (classification). First, you will develop a first draft of the typology based on extant literature and real-life cases archived in databases such as e.g. "Plattform Industrie 4.0". Second, you will validate the refined typology in a series of interviews. Ideally, this will result in archetypes of data-based services with clearly defined value propositions - from the customer and provider perspective.