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Towards a prosperous future for maritime

companies

BY : Jakob Bejbro Andersenjaban@mek.dtu.dk

Building a New Business From

PSS

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Presentation title World-Class Servitization, methods, cases and partnerships

• We have chosen to use the Business Model Canvas.

• … with a modification!

Describing A Business Model

Product and Technology

Osterwalder et al (2005)

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Presentation title World-Class Servitization, methods, cases and partnerships

• Any profitable business model captures value by adressing customer/user needs.

• The ability to understand needs and align an organisation accordingly is crucial.

• This is what PSS does!

PSS and Business Models?

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Presentation title World-Class Servitization, methods, cases and partnerships

• Tools for gaining an overview• Qualitative• Quantitative

Understanding Customer Needs and

Feasibility

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Presentation title World-Class Servitization, methods, cases and partnerships

• Business models based on Total Cost of Ownership (TCO).• Overview prevents wrong choice of model.

Example of PSS-Based Learning

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Presentation title World-Class Servitization, methods, cases and partnerships

• Major potential for investments in the maritime branch.

• Many 3rd party stakeholders largely unaware.• Leasing companies• Investors (e.g. pension funds)

Looking for new stakeholders

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Presentation title World-Class Servitization, methods, cases and partnerships

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A Catalogue of Business Models

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Presentation title World-Class Servitization, methods, cases and partnerships

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• Different customers VS same customer with varying needs?

• Varying CAPEX leads to varied liquidity needs.

Flexible Ownership Contract

• Contract providing the possibility to buy back and sell capital assets to bind or free liquidity respectively.

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Presentation title World-Class Servitization, methods, cases and partnerships

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• When focus is on current vessels, OPEX and Total Cost of Ownership (TCO) become key.

• Based on operational insights and data, TCO oriented solutions can be specified and procured.

PSS Procurement Strategy

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Presentation title World-Class Servitization, methods, cases and partnerships

Gauge Your Own Organisational

Needs

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Presentation title World-Class Servitization, methods, cases and partnerships

• Now presenting:

Allan H. Rasmussen, Head of Fleet & Newbuilding

TORM A/S

Thank you!jaban@mek.dtu.dk