Hybrid Models
Hybrid models which combine aspects of the Digital OEM and the Digital Equipment Operator are more the norm than the exception. Still, differentiating between these two roles can be very helpful to understand many of the different concepts associated with them. This part will look at hybrid models in more detail, following again the why, what, how structure from the introduction.
WHY
In many cases, companies will seek to create an integrated business model, which combines the OEM and operator role. For example, an Electric Vehicle manufacturer might chose to also own and operate his own network of fast charging stations (like Tesla with its network of supercharger stations). In this case, combined KPIs are likely to include revenue and usability.
Or, the OEM might chose an Asset-as-a-Service business model, which will also mean that he will play a hybrid role. In this case, the hybrid model will be based on a combination of typical OEM and operator KPIs, e.g. including both revenue and OEE.
Another example for a hybrid model is the Productized Retrofit Solution, e.g. a productized predictive maintenance solution. Here, the KPIs will combine revenue with costs for customer-specific modifications to the solution. AIoT-enabled, multi-sided business platforms are another example for a hybrid model.
WHAT
The definition of WHAT exactly constitutes a hybrid model will heavily depend on the specifics of the product or solution. The table below compares the typical aspects of the Digital OEM and the Digital Equipment Operator, including aspects like typical customers, offering, positioning of the assets on the balance sheet, typical KPIs, level of standardization, etc. A hybrid model might differ in any of these dimensions, or provide a combination thereof.
Example: Predictive-maintenance-as-a-Service
Hydraulic components in the manufacturing supply chain
Predictive maintenance for hydraulic components
Development process vs custom AI solutions
Example: Drone-based Facade Inspection
Drone control
Customer Journey
Drone data analysis: Facade Inspection
Example: Parking Spot Detection (Multi-Sided Business Platform)
This is an example for a multisided business platform enabled by AIoT: Cars equipped with ultra-sound sensors can detect available parking spots as they are passing by them. This data is collected in a centralized platform and monetized, e.g. via a find-a-free-parking-spot app.