A Collaboration in Product Service System for Telecom Networks : An "Orange and Ericsson case" study

Abstract: The purpose of the research is to study the “Orange and Ericsson case” while developing the method Actors and System Map. The interaction between actors within Ericsson’s Device Connection Platform is investigated in order to identify improvement opportunities in the interaction between the provider and the customer. To answer the purpose the following research questions was formulated: RQ1)  What type of actors may be involved in a telecom related IPSO? RQ2)  How can the connections between actors in the telecom related IPSO be illustrated? RQ3)  How can the Actors and System Map method be refined? In order to answer the research questions different methodologies were used for the analysing process. The research started with a widespread literature study to collect knowledge related to the area of Product Service System (PSS) and methodologies for identifying how actors interact with one another. Studying different mapping methods the conclusion was made that Actors and System Map was most suitable for this study. In the methodology background the previous selected method, Actors and System Map from an Integrated Product Service Offering (IPSO) perspective, was examined in order to be able to refine and improve the mapping method. Actors Map provides a visual and clear overview of the actors involved while a System Map shows the information flows and activities between the actors. To understand the interaction between the two companies, the definition of IPSO and the importance of value-based selling for a service offering are described in the theory background. Also, different ways of looking at a business model within the telecommunication industry is presented. Obtaining information regarding making an Actors Map and a System Map an improved mapping method was refined. The adaption of the method was divided into eight steps. The refined Actors Maps of the DCP shows the actors involved, how they are connected and their main assignments from each respondent’s point of view at Ericsson. The refined System Map shows what kind of information is transferred between the actors within the companies and between Orange and Ericsson. Both maps delivered as a decision basis will help identification of non-value giving links and non-optimal distances in the information flow for both companies.