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== Sales <span id="Sales"></span>==
== Sales <span id="Sales"></span>==
Understanding the digital transformation from a sales perspective is essential for its success. The Digital OEM is presented with many opportunities, which must be properly adopted by the sales organization.
Understanding the digital transformation from a sales perspective is essential for its success. The Digital OEM is presented with many opportunities, which must be properly adopted by the sales organization.
 
AIoT will provide the sales and marketing organization with the opportunity to truly understand how customers are using the products in the field. Together with other data, e.g. from web analytics, CRM and social media, this will enable the sales and marketing organization to better target new and existing customers, e.g. for up-selling of newly available digital-enabled features.


[[File:3.4-Sales.png|800px|frameless|center|AIoT-enabled Sales Organization]]
[[File:3.4-Sales.png|800px|frameless|center|AIoT-enabled Sales Organization]]


A good example is Seat Heating as a Feature-on-Demand. OEMs are starting to create business cases such as this one, where they will equip the physical asset with certain features as a standard, and then make them available as a subscription service on demand. The extra cost of equipping every asset with the same hardware configuration must be offset by the cost savings for steamlining the product process (it actually costs money to be able to make a feature such as Seat Heating a custom option), plus the average revenue from the subscription services.  
In case the new offerings include some kind of fleet/asset/feature-as-a-service element, it will be important that the sales organization is adopted accordingly. This will include many aspects, including sales commissions and incentives, sales processes, and customer engagement.
 
An interesting ''on-demand'' example in ''seat-heating-on-demand'', as shown in the figure below. Traditionally, seat heating is sold as an add-on during the car sales process. Only if it is configured in the beginning will be car be equipped with it in the factory. The ''on-demand'' version assumes that all cars are equipped with the seat heating functionality. Customers can then use the car app to activate the feature on demand. The pricing for the feature could be dynamic, determined by an AI.
 
In this example, responsibility for selling this feature would move from the sales rep who is selling the car in the first place to the team which is responsible for demand generation for digital features.


[[File:3.1-SalesOnDemand.png|800px|frameless|center|Example: Seat Heating as Physical-Feature-on-Demand]]
[[File:3.1-SalesOnDemand.png|800px|frameless|center|Example: Seat Heating as Physical-Feature-on-Demand]]

Revision as of 19:34, 6 August 2021

More...More...More...More...More...More...More...More...Operations


Operations Perspective of Digital OEM

The operations perspective of the Digital OEM and his AIoT-enabled products will include a number of different elements. The sales organization will be responsible for supporting the new, digital-enabled features and services. The support organization must be able to handle the added product complexity. And finally, the DevOps organization must be able to continuously enhance and optimize the digital product offering.

Sales

Understanding the digital transformation from a sales perspective is essential for its success. The Digital OEM is presented with many opportunities, which must be properly adopted by the sales organization.

AIoT will provide the sales and marketing organization with the opportunity to truly understand how customers are using the products in the field. Together with other data, e.g. from web analytics, CRM and social media, this will enable the sales and marketing organization to better target new and existing customers, e.g. for up-selling of newly available digital-enabled features.

AIoT-enabled Sales Organization

In case the new offerings include some kind of fleet/asset/feature-as-a-service element, it will be important that the sales organization is adopted accordingly. This will include many aspects, including sales commissions and incentives, sales processes, and customer engagement.

An interesting on-demand example in seat-heating-on-demand, as shown in the figure below. Traditionally, seat heating is sold as an add-on during the car sales process. Only if it is configured in the beginning will be car be equipped with it in the factory. The on-demand version assumes that all cars are equipped with the seat heating functionality. Customers can then use the car app to activate the feature on demand. The pricing for the feature could be dynamic, determined by an AI.

In this example, responsibility for selling this feature would move from the sales rep who is selling the car in the first place to the team which is responsible for demand generation for digital features.

Example: Seat Heating as Physical-Feature-on-Demand

Authors and Contributors

Dirk Slama.jpeg
DIRK SLAMA
(Editor-in-Chief)

AUTHOR
Dirk Slama is VP and Chief Alliance Officer at Bosch Software Innovations (SI). Bosch SI is spearheading the Internet of Things (IoT) activities of Bosch, the global manufacturing and services group. Dirk has over 20 years experience in very large-scale distributed application projects and system integration, including SOA, BPM, M2M and most recently IoT. He is representing Bosch at the Industrial Internet Consortium and is active in the Industry 4.0 community. He holds an MBA from IMD Lausanne as well as a Diploma Degree in Computer Science from TU Berlin.