Along with the process of internationalization, the pressure on companies to further develop existing products and services, as well as to develop new businesses with innovative services, is growing steadily. Even established names like the car manufacturer TESLA are finding themselves under pressure. There is a vast pool of knowledge about this both on the internet www.goingelectric.de and in offline group and forums, such as www.ruhrmobil-e.de which is not currently being utilised to maximum effect.
Project KIE-Lab (Customer integration for new services in electromechanical mobility) explores initiatives for early customer integration in the development of electro-mobile services. The project is managed by FIAP e.V in Gelsenkirchen in partnership with Dortmund Energy and Water Supply GmbH (DEW21).
KIE-Lab has developed the online platform www.coalli.com and the off offline instrument „KIE-Lab“ which offers interactive service development and practical support. Services that promote electric mobility aim to attract new users, for instance new electric scooters offer users the opportunity to personalise and equip the vehicle with individual accessories.
The aim of the project is to establish new instruments such Coalli or KIE-Lab and to develop them for business use, building business models for new electric mobility services through the participation of customers. In KIE-lab and on the Coalli website users and providers work together for service development, create joint innovation paths for electric mobility and prepare them for implementation.
Customer integration process
The process of innovation management can be divided into the following six phases in the field of electric mobility:
During the development and initiation phase´s problems can be discussed problem solving ideas can be generated. The best ideas can then be evaluated and integrated in the ideas generation phase. The model then shows how the idea develops as it follows the implementation plan and finally to the launch. It should be noted that there are numerous conditions in addition to the development process itself, which can directly or indirectly influence the outcome. The style of leadership should also be mentioned, it must enable the integration of customers. Traditionally, the customer integration takes place only in the testing phase before the launch of new services. Today, however, modern companies are already trying to develop ideas together with customers. The on/off-line instruments created by project KIE-Lab may be important tools that even go one step further and also integrate the customers in the evaluation phase. This phase is usually overlooked by companies and little if any attention is paid to this. There are numerous benefits to be gained by involving the customer in evaluating electro mobile bridge services. In addition to economic and business benefits, cultural, social and emotional barriers to the introduction of new services can be identified and considered in the development of services.
Early Customer Integration
Our research indicates that early involvement of the customers has a positive effect on the probability of success of innovative business models in the relatively complex field of electro mobile services. In particular, customers can make economically meaningful contributions in the innovation process during the generation of ideas and in concept development phase. Targeted involvement, early in the innovation phase, can create an interactive process which is not yet systematically exploited. The KIE-Lab instrument has been developed to maximise these advantages.
Project KIE-Lab has developed several scenarios for new service models in the field of electric mobility through the use of customer integration instruments. These have been developed in partnership with our industry partners. These will now be tested for their suitability before implementation into business models. Along with our practice partner DEW21, we are already being preparing a first range of services in the field of two-wheeled electric mobility. This will form the nucleus of a comprehensive service system for DEW21 which promotes sustainable mobility in local areas.
im Wissenschaftspark Gelsenkirchen
Dr. Rüdiger Klatt