Siemens Industy: Competitive Analysis

Jan 4, 2010 IMT 590

Andrew Neang

Julia Vinson Joe Yun

INTRODUCTION

The objective of the independent study team project was to conduct a competitive analysis

of several Siemens websites using a modified version of Taylor's Value-Added model called the

Taylor, Eisenberg, Dirk, and Scholl model, or “TEDS” model. Taylor's original 1986 Value-Added

model was developed to provide a unified framework for evaluating information systems and their

attributes in perspective of user needs and preferences. Since the Value-Added model was

developed before the advent of the internet, the TEDS model was developed to apply the same

theory in the context of recent technological changes. Using the Siemens public websites, this group

is in the process of applying the TEDS model to evaluate the effectiveness of the websites in

meeting user needs. The initial application has resulted in several preliminary conclusions relating

to the usability of three Siemens websites: Mobility, Water, and Healthcare. Our preliminary

conclusions and prospective plans for further research are discussed later in this paper.

The Value-Added model is an organized framework for analyzing system processes to

determine which attributes of a system add value toward meeting user needs. By using the TEDS

Modified Value-Added Model to evaluate and re-evaluate information systems, an information

professional can test and improve usability services and resources. Results from applying the model

help uncover the motivations of users and reasons why certain systems and their features perform

better than others in meeting users' needs. Because the model is a "check-list" to improve, enhance

or develop new and more compelling information product and services, the model can be used to

guide system design, user studies, marketing, and entrepreneurship.

When applying the Value-Added model, a system is analyzed in context of Taylor's three

foundation elements of the information field: people, information, and technology. The model

assumes that information systems exist to meet the needs of their users, and therefore considers

three main factors: user criteria, values added by the information system, and the system process.

User criteria are attributes that are important to users in choosing a system or in evaluating how

well a system performs. These criteria are not absolute or fixed. Values added by the system aid

users in meeting their needs. System processes are the processes, features, and elements of the

system that add to the related values identified.

ANALYSIS

The TEDS Model analyzes a website by breaking down the website into user criteria of

choice and having several information professionals or users rate the website according to

subcategories within those criteria. To analyze the value of a website to a user, one must first

clearly define who is the user and for what purpose he is using the website. Then, the website is

rated by multiple reviewers who role play viewing the website under a specific user scenario. The

user scenario should mimic a common use of the website for the previously defined user. We

selected our three Siemens websites of Mobility, Water, and Healthcare due to time limitations, and

performed basic research on the industries related to those websites in order to develop our

scenarios. When analyzing the Siemens Mobility website, our scenario was a contractor hired by a

state planning a proposal for a light rail system. The contractor in the scenario would compare

Siemens's mobility services to those of other major competitors, such as ABB. The scenario for the

Siemens Water website was similar. In the Water scenario, a metropolitan city would like to replace

their current municipal wastewater treatment system. Three vendors who can build infrastructure

and deliver are GE, ABB, and Siemens. A contractor is conducting the first round of analysis before

purchasing, which is the scanning phase of information. In the healthcare scenario, a hospital is

conducting the scanning phase of research to decide whether to replace or update their

mammography equipment.

The next step in the overall analysis is to determine whether other websites exist for

companies that are in cross-competition with Siemens in that industry. Those websites are then

used for further comparison or as „anchor websites.“ Website ratings are assigned by reviewers

using one website as an „anchor“ website; the anchor website is first rated by all reviewers and then

used as a standard against which all other websites are compared. The reviewers then apply the

framework of the TEDS Model by assigning ratings based on specific Values Added. Ratings for

these websites were based on a scale of 1 – 5, with 1 being very poor and 5 being the best or ideal.

For example, if the anchor website ranks a 4 in Simplicity, the simplicity of all other websites

reviewed will be compared against the simplicity of the anchor and assigned a ranking based on

how much better or worse it is. A rating of 0 was assigned to a website for a particular value if it did

not include that value, or if the value was inapplicable to the website. If a group of reviewers rates a

website's value with a considerable difference in opinion, the reviewers must discuss why they

assigned that particular rating before deciding their final ratings for that value.

We applied the TEDS Model framework for each of the three industries to an anchor

website, the Siemens website, and at least one other competitor. Ratings were assigned by our team

of three student information professionals and then averaged in mean; obviously, more user ratings

by a larger team would give an increasingly accurate result. We recognize that a user's needs and

perception of whether those needs are met may be influenced significantly by factors such as

cultural views, professional expertise, and goals. However, the rating results for our group were

surprisingly consistent considering that our group was not homogenous regarding gender or age.

(For details, please see Appendix 4 with individual ratings.) To produce the most appropriate

analysis, a researcher might choose to either perform significant preliminary research into the target

user group's needs and socio-cultural or other influences prior to implementing the model.

RESULTS

In this university quarter, our group was able to complete only the intial stages of applying

the TEDS Model framework. If we continue this project, we would like to have more sets of user

ratings using specific user scenarios that are important to Siemens. However, based on our intial

findings, we have produced some preliminary results. Profiling, Localization, Review and Ease of

Use are important to users in these industries. Overall, the Siemens industry websites selected

adequately met or excelled in meeting user needs in these Values Added. Appendix 1 and its

corresponding graphs in Appendix 2 detail the trends of the ratings on Values Added. The strongest

Values Added in the three Siemens websites were Simplicity, Pleasing, Flexibility, and Quality of

Content. For example, the overall quality of the informational PDFs' content and the website's

external links were excellent.

Areas in which the Siemens websites ranked less highly were Feedback, Language, and

Noise. Feedback is the user's ability to communicate information about questions, needs, or

opinions he may have in reaction to the website. Some competitor websites included specific

contact information for regional and departmental employees so that the user can make direct

inquiries. The choice whether to make such information public has many pros and cons; however, in

a user-based context, this specific information would be highly valued by users in most scenarios.

Contact information on Siemens websites was often broad and difficult to pinpoint on particular

pages. Regarding language, some of the Siemens websites required the user to return to the main

site to change language options, and changing language options did not consistently apply to all

pages. Therefore, a user accessing a particular link to a secondary Siemens webpage may not know

whether his language is available because he is not accessing the website through the primary

webpage. Noise was also a weaker area in the Siemens website ratings. Text blocks are often

crammed and descriptions are not succinct enough for users to skim quickly.

Results for value ratings varied throughout the three Siemens websites analyzed. In order to

pinpoint more specific results, additional ratings may be required. We also recognize that the TEDS

Model values originally were developed with consumer commerce websites in mind, and that some

may not be significant to the mission of the Siemens websites. To continue with a more accurate

analysis, we would like to receive further feedback on the goals of the websites and departments to

add or remove values-added for analysis.

Appendix 1: Ratings

Mobility

Water

Healthcare

Train ABB Siemens Bombardier GE

Ease of Use 3,72 3,36 4,05 4,02

Noise Reduction 3,13 3,75 4 3,56

Quality 3,58 3,25 4 4

Adaptability 3,75 3 3,63 3,5

Performance 3,25 3,13 3,13 3,13

Pleasing 3 3,2 4 3,4

Profiling 2,63 2 4 3

Localization 3 2,83 3 2,33

Reviews 2,17 1,17 1,66 1,5

Transaction Processing 2,5 1 2 1,5

Water ABB Siemens GE

Ease of Use 3,8 3,44 4,17

Noise Reduction 3,62 3,68 3,75

Quality 3,16 3 3,83

Adaptability 3,12 3,25 3

Performance 2,87 2,88 3

Pleasing 2,9 3,2 3,9

Profiling 2,75 2,75 3,13

Localization 3,16 2,66 2,16

Reviews 2 1,33 1,66

Transaction Processing 2,5 3 2,5

Health Imaging Phillips Siemens GE

Ease of Use 3,08 3,52 4,36

Noise Reduction 3,88 3,68 3,56

Quality 3,91 3,25 3,58

Adaptability 3 3,13 3

Performance 2,63 3,25 2,87

Pleasing 3,4 3,5 3,9

Profiling 2,5 2,63 2,75

Localization 2,83 3,33 2,17

Reviews 1,66 1,66 3

Transaction Processing 2 1,5 3,5

Appendix 2: Graphs

Appendix 3: PowerPoint Presentation Slides

Slide 1

Industry: Competitive Analysis

Joe Yun, Andrew Neang, Julia Vinson

Slide 2

What is TEDS?Organized framework for considering system processes that add value in order to meet user needs.

Asses the following areas:

� User Criteria

� Broad categories of criteria that are important to users in choosing a system or in evaluating how well a system performs. These criteria are not absolute or fixed.

� Values-Added

� Values added by the system which aid users in meeting their needs

� System Process

� These are the processes, features, and elements of the system that add to the related values identified

Slide 3

Process of Analysis: "What we did?"

� Determine User Profile

� Select Key Areas to Analyze within Siemens Industry

� Determine where Cross Competition Exists

� Select Anchor Website

� Create Scenarios

� Apply TEDS Framework

� Review Results (Reiterate)

Slide 4

Analysis Results I

� Profiling, Localization, Review and Ease of Use are important to website users.

Overall, the Siemens Industry websites selected adequately met or excelled in meeting user needs. For example, as a global company, Siemens is having…

� Strong Points:

� 1. Simplicity and Pleasing

� 2. Quality of Content

� PDF

� External Links

� 3. Flexibility

Slide 5

Analysis Results II

� Area of Potential Improvement:

� 1. User Criteria: Review

� Feedback is weak

� 2. Lack of breadcrumbs on certain pages

� 3. User Criteria: Profiling

� No RSS

� Updating subscriptions is inconvenient

� 4. Difficult to change location vs language function

� 5. Metric measurements only

� 6. Time zone management

� 7. Noise on site

� 8. Video and flash

Slide 6

Mobility: Rail Solution

Slide 7

Water Technologies: Drink Water

Slide 8

Health Care: Imaging

Slide 9

Recommendations for Improvement I

� Profiling, Localization, Review are the lowest scored three sections in Siemens site comparing each anchor site.

� Helpful sites to consider :

� Train: Bombardier http://bombardier.com/en/transportation/products-services/rail-vehicles?docID=0901260d8000a52b

� Water Treatment: ABB http://www.abb.com/water

� Health Care: GE https://www2.gehealthcare.com/portal/site/usen

Slide 10

Recommendations for Improvement II

� Bombardier :Train

Slide 11

Recommendations for Improvement II

� Bombardier :Train

Slide 12

Recommendations for Improvement III

� ABB : Water Treatment

Slide 13

Recommendations for Improvement III

� ABB : Water Treatment

Slide 14

Recommendations for Improvement IV

� General Electronic : Health Care

Slide 15

Recommendations for Improvement IV

� General Electronic : Health Care

Slide 16

Future Plans for Research

� Refine rating process to better address discrepanciesAnalyze current and future envisioned users

� Obtain more information about the company

� Develop more realistic and specific scenarios

� Refine model to better fit usability analysis

� Recommendations

Slide 17

Q&A

� Any questions?

Appendix 4: Individual Ratings Tables

Water GE Julia Andrew Joe

User Criteria Values Added Avg stddev GE

diff

from

avg GE

diff

from

avg GE

diff

from

avg

Ease of Use Browsing 4 1,00 4 0 3 -1 5 1

Simplicity 4 0,00 4 0 4 0 4 0

Mediation 4 1,15 3 -1 3 -1 5 1

Orientation 4 0,58 5 1 4 0 4 0

Ordering 4,5 0,58 5 0,5 4 -0,5 5 0,5

Accessibility 4,5 1,00 3 -1,5 4 -0,5 5 0,5

4,17 -

4,17 -

4,17 -

4,17

0 0 0

Noise Reduction Item identification 3,5 0,58 4 0,5 3 -0,5 4 0,5

Classification 4 0,00 4 0 4 0 4 0

Summarization 4 0,00 4 0 4 0 4 0

Order 3,5 0,58 3 -0,5 4 0,5 3 -0,5

Referral 3,5 0,58 3 -0,5 4 0,5 3 -0,5

Precision 3,5 0,58 3 -0,5 4 0,5 3 -0,5

Selectivity 4 0,00 4 0 4 0 4 0

Novelty 4 0,00 4 0 4 0 4 0

3,75 -

3,75 -

3,75 -

3,75

0 0 0

Quality Accuracy 3,5 1,00 5 1,5 4 0,5 3 -0,5

Comprehensiveness 4 0,00 4 0 4 0 4 0

Currency 3,5 0,58 4 0,5 4 0,5 3 -0,5

Reliability 4 0,58 5 1 4 0 4 0

Validity 4 0,58 5 1 4 0 4 0

Authority 4 0,58 3 -1 4 0 4 0

3,83 -

3,83 -

3,83 -

3,83

0 0 0

Adaptability Contextuality 3,5 0,58 4 0,5 4 0,5 3 -0,5

Flexibility 2,5 0,58 3 0,5 2 -0,5 3 0,5

Simplicity 3 0,00 3 0 3 0 3 0

Privacy 3 0,58 4 1 3 0 3 0

3 -3 -3 -3

0 0 0

Performance Time saving 3,5 1,00 5 1,5 4 0,5 3 -0,5

Cost saving 1,5 1,73 0 -1,5 0 -1,5 3 1,5

Security 3,5 0,58 4 0,5 4 0,5 3 -0,5

Safety 3,5 1,00 5 1,5 4 0,5 3 -0,5

3 -3 -3 -3

0 0 0

Pleasing Aesthetics 4 0,00 4 0 4 0 4 0

Entertaining 3,5 1,00 2 -1,5 3 -0,5 4 0,5

Rewarding 4 0,00 4 0 4 0 4 0

Engaging 4 0,58 3 -1 4 0 4 0

Stimulating 4 0,00 4 0 4 0 4 0

3,9 -3,9 -3,9 -3,9

0 0 0

Profiling User specificity 3,5 1,00 2 -1,5 3 -0,5 4 0,5

Message updating 3 0,58 2 -1 3 0 3 0

Dynamic content adaptation 3 0,58 4 1 3 0 3 0

Search 3 0,58 2 -1 3 0 3 0

3,13 -

3,13 -

3,13 -

3,13

0 0 0

Localization Languages 2,5 0,58 3 0,5 3 0,5 2 -0,5

Measures 2 1,15 3 1 3 1 1 -1

Time zone management (is the site kept current

simultaneously) 2 1,53 4 2 3 1 1 -1

2,17 -

2,17 -

2,17 -

2,17

0 0 0

Reviews Trust 0 0,00 0 0 0 0 0 0

Feedback 3 1,15 4 1 4 1 2 -1

Community 2 0,00 2 0 2 0 2 0

1,67 -

1,67 -

1,67 -

1,67

0 0 0

Transaction

Processing Purchasing/ordering 2,5 0,58 3 0,5 2 -0,5 3 0,5

Water ABB Julia Andrew Joe

User Criteria Values Added Avg stddev ABB

diff

from

avg ABB

diff

from

avg ABB

diff

from

avg

Ease of Use Browsing 4,33 0,58 5 0,67 4 -

0,33 4 -

0,33

Simplicity 4 0,00 4 0 4 0 4 0

Mediation 3,5 0,58 4 0,5 3 -0,5 4 0,5

Orientation 3,5 0,58 3 -0,5 3 -0,5 4 0,5

Ordering 4 0,58 5 1 4 0 4 0

Accessibility 3,5 0,58 4 0,5 4 0,5 3 -0,5

3,81

Noise Reduction Item identification 3,5 0,58 4 0,5 4 0,5 3 -0,5

Classification 4 0,00 4 0 4 0 4 0

Summarization 4 1,15 5 1 5 1 3 -1

Order 4 0,00 4 0 4 0 4 0

Referral 3,5 0,58 3 -0,5 4 0,5 3 -0,5

Precision 3,5 0,58 4 0,5 4 0,5 3 -0,5

Selectivity 3,5 0,58 4 0,5 4 0,5 3 -0,5

Novelty 3 0,58 2 -1 3 0 3 0

3,63 -

3,63 -

3,63 -

3,63

0 0 0

Quality Accuracy 3,5 1,00 5 1,5 4 0,5 3 -0,5

Comprehensiveness 3,5 0,58 3 -0,5 4 0,5 3 -0,5

Currency 3 0,00 3 0 3 0 3 0

Reliability 3 0,00 3 0 3 0 3 0

Validity 3 0,58 4 1 3 0 3 0

Authority 3 0,58 4 1 3 0 3 0

3,17 -

3,17 -

3,17 -

3,17

0 0 0

Adaptability Contextuality 3 0,00 3 0 3 0 3 0

Flexibility 3 0,58 2 -1 3 0 3 0

Simplicity 3,5 0,58 4 0,5 4 0,5 3 -0,5

Privacy 3 0,00 3 0 3 0 3 0

3,13 -

3,13 -

3,13 -

3,13

0 0 0

Performance Time saving 3 0,00 3 0 3 0 3 0

Cost saving 1,5 1,73 0 -1,5 0 -1,5 3 1,5

Security 3,5 0,58 4 0,5 4 0,5 3 -0,5

Safety 3,5 0,58 4 0,5 4 0,5 3 -0,5

2,88 -

2,88 -

2,88 -

2,88

0 0 0

Pleasing Aesthetics 3 0,00 3 0 3 0 3 0

Entertaining 3 0,58 4 1 3 0 3 0

Rewarding 3 0,00 3 0 3 0 3 0

Engaging 3 0,00 3 0 3 0 3 0

Stimulating 2,5 0,58 2 -0,5 2 -0,5 3 0,5

2,9 -2,9 -2,9 -2,9

0 0 0

Profiling User specificity 3 1,15 4 1 4 1 2 -1

Message updating 3 1,00 3 0 2 -1 4 1

Dynamic content adaptation 2,5 0,58 3 0,5 2 -0,5 3 0,5

Search 2,5 0,50 2,5 0 2 -0,5 3 0,5

2,75 -

2,75 -

2,75 -

2,75

0 0 0

Localization Languages 4 1,15 3 -1 3 -1 5 1

Measures 3,5 0,58 3 -0,5 3 -0,5 4 0,5

Time zone management (is the site kept current

simultaneously) 2 1,15 1 -1 1 -1 3 1

3,17 -

3,17 -

3,17 -

3,17

0 0 0

Reviews Trust 1,5 1,73 0 -1,5 0 -1,5 3 0

Feedback 3 1,53 5 2 4 1 2 -1

Community 1,5 0,58 1 -0,5 1 -0,5 2 0,5

2

Transaction

Processing Purchasing/ordering 2,5 1,00 4 1,5 3 0,5 2 -0,5

Water Siemens Julia Andrew Joe

User Criteria Values Added Avg stddev Siemens

diff

from

avg Siemens

diff

from

avg Siemens

diff

from

avg

Ease of Use Browsing 3,67 0,58 4 0,33 4 0,33 3 -

0,67

Simplicity 4 1,00 5 1 4 0 3 -1

Mediation 3 0,00 3 0 3 0 3 0

Orientation 2,5 0,58 2 -0,5 3 0,5 2 -0,5

Ordering 4 0,00 4 0 4 0 4 0

Accessibility 3,5 0,58 3 -0,5 4 0,5 3 -0,5

3,44

Noise Reduction Item identification 3,5 0,58 4 0,5 4 0,5 3 -0,5

Classification 3,5 0,58 4 0,5 4 0,5 3 -0,5

Summarization 3,5 0,58 3 -0,5 3 -0,5 4 0,5

Order 4 0,00 4 0 4 0 4 0

Referral 3,5 0,58 3 -0,5 3 -0,5 4 0,5

Precision 3,5 0,58 4 0,5 4 0,5 3 -0,5

Selectivity 4 0,58 5 1 4 0 4 0

Novelty 4 0,00 4 0 4 0 4 0

3,69 -

3,69 -

3,69 -

3,69

0 0 0

Quality Accuracy 3,5 0,58 3 -0,5 4 0,5 3 -0,5

Comprehensiveness 3,5 1,00 5 1,5 4 0,5 3 -0,5

Currency 3 1,15 4 1 4 1 2 -1

Reliability 2,5 0,58 3 0,5 3 0,5 2 -0,5

Validity 2,5 1,00 4 1,5 3 0,5 2 -0,5

Authority 3 1,15 5 2 3 0 3 0

3 -3 -3 -3

0 0 0

Adaptability Contextuality 3,5 0,58 3 -0,5 4 0,5 3 -0,5

Flexibility 3,5 1,00 2 -1,5 3 -0,5 4 0,5

Simplicity 3 0,58 4 1 3 0 3 0

Privacy 3 0,00 3 0 3 0 3 0

3,25 -

3,25 -

3,25 -

3,25

0 0 0

Performance Time saving 3 0,00 3 0 3 0 3 0

Cost saving 1,5 1,73 0 -1,5 0 -1,5 3 1,5

Security 3,5 0,58 4 0,5 3 -0,5 4 0,5

Safety 3,5 0,58 4 0,5 3 -0,5 4 0,5

2,88 -

2,88 -

2,88 -

2,88

0 0 0

Pleasing Aesthetics 3,5 0,58 4 0,5 3 -0,5 4 0,5

Entertaining 3,5 1,00 2 -1,5 3 -0,5 4 0,5

Rewarding 3 0,00 3 0 3 0 3 0

Engaging 3 0,00 3 0 3 0 3 0

Stimulating 3 0,58 2 -1 3 0 3 0

3,2 -3,2 -3,2 -3,2

0 0 0

Profiling User specificity 2,5 0,58 3 0,5 3 0,5 2 -0,5

Message updating 2,5 1,00 4 1,5 3 0,5 2 -0,5

Dynamic content adaptation 3 0,00 3 0 3 0 3 0

Search 3 0,00 3 0 3 0 3 0

2,75 -

2,75 -

2,75 -

2,75

0 0 0

Localization Languages 3,5 1,53 1 -2,5 3 -0,5 4 0,5

Measures 2 1,00 2 0 1 -1 3 1

Time zone management (is the site kept current

simultaneously) 2,5 1,73 1 -1,5 1 -1,5 4 1,5

2,67 -

2,67 -

2,67 -

2,67

0 0 0

Reviews Trust 1 0,58 0 -1 1 0 1 0

Feedback 1,5 1,00 3 1,5 2 0,5 1 -0,5

Community 1,5 0,58 1 -0,5 1 -0,5 2 0,5

1,33 -

1,33 -

1,33 -

1,33

0 0 0

Transaction

Processing Purchasing/ordering 3 2,08 4 1 5 2 1 -2