Content ‘Servitization’—What it is and Why it Matters


2020-11-26 11:00 sdltrados


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Why ‘servitization’ is the future As products become ever more sophisticated and connected, and customer expectations of what IoT products can do soar, many manufacturers are recognizing the need to adopt a Product-as-a-Service business model.Pioneered by Rolls Royce in the 1960s with its ‘Power-by-the-hour’ Viper engine, more and more companies can see that a different, more sustainable business model is needed – one that moves away from the idea that ‘we make products’ to ‘we deliver services’. ‘Servitization’ helps extend the operational lifecycle of products and introduces additional services that can be offered throughout the lifetime of the product to add value for the customer—such as Predictive Maintenance (PdM). Servitization not only benefits customers—it also boosts company profits and increases market value. The average EBIT profitability (operating result after depreciation) of services is at many companies 2-5 times higher than just product sales, and a long-lasting US research study shows that stock-listed companies that adopted servitization have a higher market value.However, although 75% of manufacturing companies expect that servitization will dominate their future, less than 30% of manufacturing companies have a servitization strategy.So why isn’t every manufacturer doing it? Walk before you run The most obvious reason is that it is far from easy and making the changes to your business model, your organization, and the way you operate takes time—you can’t run before you’ve learnt to walk.Content has a critical role to play in the customer experience and the shift to Products-as-a-Service, but many organizations face significant challenges before they are able to deliver the digital first strategy that is needed.Many content teams remain rooted in the world of print. Content production processes and workflows that have worked very effectively for print over the decades are struggling to meet the new demands of a digital world. And as the volume of all forms of content that are needed rises, this approach is increasingly becoming unviable.For many companies, content production is still product-centric, and more often than not, siloed by individual products or product areas—usually with their own processes, systems and ways of doing things.Content production has understandably mainly been driven by the aim to create, manage, translate and publish content as easily and cheaply as possible. The primary goal is cost reduction rather than the added value approach that is needed if companies are to make the most of the opportunities servitization creates.So how do companies overcome these challenges and evolve their content production to meet the needs of a Products-as-a-Service company? Make your content intelligent Intelligent content forms the bedrock of content production and delivery in organizations that have digitally transformed themselves.Intelligent content is content that becomes a valuable business asset. It is semantically rich—tagged with information that makes it easy to find and analyze to uncover insights. Intelligent content is modular—written and stored in small chunks (or topics). These modular chunks can be reused in a variety of outputs. Each chunk is its own ‘single source of truth’, thus making it easy to write, reuse and update.Intelligent content is separate from output format, so you can use the same content in a variety of contexts, display it on a variety of devices, while still maintaining the single source of truth.And intelligent content shines when it is centralized across the organization—without the barriers of departments. Align your content processes To successfully implement content servitization you need to align your content processes to deliver the right information to the right person or machine, and use the right information from the people and machines at the right moment.The shift to content servitization doesn’t happen overnight, but the more you can close the gap between People, Process and Products, the more efficient you become at providing Products-as-a-Service.Our solutions help organizations with the journey from making products to delivering services. With our intelligent content systems, we can help speed up multilingual technical content production, and enhance document authoring, management, review, translation and distribution.You can find out more at tekom, where you can learn more about SDL Tridion Docs, SDL Language Cloud and SDL Machine Translation and how they can help power your content and localization needs.
为什么“服务化”是未来 随着产品变得越来越复杂,连接越来越紧密,客户对物联网产品的期望也越来越高,许多制造商都意识到需要采用“产品即服务”的商业模式。劳斯莱斯在上世纪60年代推出了“按小时供电”的Viper引擎,越来越多的公司意识到需要一种不同的,更可持续的商业模式--一种从“我们制造产品”转变为“我们提供服务”的模式。“服务化”有助于延长产品的运行生命周期,并引入可在整个产品生命周期中提供的额外服务,从而为客户增加价值--例如预测性维护(PdM)。服务化不仅使客户受益--它还提振了公司利润,增加了市场价值。许多公司服务的平均息税前利润(折旧后的经营业绩)比产品销售高出2-5倍,美国一项长期研究表明,采用服务化的上市公司市值更高,然而,尽管75%的制造企业预计服务化将主导其未来,但只有不到30%的制造企业实施了服务化战略,那么为什么不是每个制造商都这么做呢? 先走后跑 最明显的原因是,改变你的商业模式,你的组织和你的运营方式远不容易,需要时间--在你学会走路之前,你是无法运行的。内容在客户体验和向产品即服务的转变中扮演着至关重要的角色,但许多组织在实现所需的数字优先战略之前面临着重大挑战。许多内容团队仍然扎根于印刷世界。几十年来,内容生产过程和工作流程在印刷领域非常有效,但现在却在努力满足数字世界的新需求。对于许多公司来说,内容生产仍然是以产品为中心的,而且更多的情况下是由单个产品或产品领域隔离开来的--通常都有自己的流程,系统和行事方式。可以理解的是,内容生产主要是由尽可能容易和廉价地创建,管理,翻译和发布内容的目标驱动的。如果公司想要充分利用服务化所创造的机会,首要目标是降低成本,而不是增加价值。那么,公司如何克服这些挑战,并改进其内容生产,以满足产品即服务公司的需求呢? 使您的内容智能化 智能内容构成了已经数字化改造的组织中内容生产和交付的基石。智能内容是成为有价值的商业资产的内容。它是语义丰富的标记信息,使它很容易找到和分析,以发现洞察力。智能内容是模块化的--编写并存储在小块(或主题)中。这些模块化块可以在各种输出中重用。每个块都是自己的“单一真实来源”,因此易于编写,重用和更新。智能内容与输出格式分离,因此您可以在不同的上下文中使用相同的内容,在不同的设备上显示它,同时仍然保持单一真实来源。当智能内容在整个组织中集中使用时,它就会发光发热--没有部门的障碍。 对齐内容流程 为了成功地实现内容服务化,您需要调整您的内容流程,以便将正确的信息传递给正确的人员或机器,并在正确的时刻使用来自人员和机器的正确信息。向内容服务化的转变不是一夜之间发生的,但您越能缩小人员,流程和产品之间的差距,您就越能有效地提供产品即服务。我们的解决方案帮助组织完成从制作产品到交付服务的旅程。通过我们的智能内容系统,我们可以帮助加快多语言技术内容的生产,并加强文档的创作,管理,审核,翻译和分发。您可以在tekom了解更多信息,在那里您可以了解更多关于SDL Tridion Docs,SDL语言云和SDL机器翻译的信息,以及它们如何帮助满足您的内容和本地化需求。