Business modeling for predictive services in the process industry : A case study with a systems thinking approach

Abstract: This study aims to identify business opportunities created by digitalization. The purpose is to evaluate how these opportunities could be utilized, by identifying areas of improvements in the service portfolio. This study is a qualitative case study with an abductive approach, mainly using semi-structured interviews to collect data. The case study was conducted at ABB Industrial Automation Services, where the new Collaborative Operations Center was studied. The data was analyzed from a systems thinking perspective, using a Rich Business Framing sessions as an evaluation platform. The results illustrate how difficult the transition towards a more digitalized industry is. This stems from how different customers have reached different levels of automation in their plants. Therefore, the service portfolio must be flexible and agile, in order to cater to the different customer segments. This case study identified three customer segments, one focusing on internal activities, while the other two consist of customers that have reached different levels of maturity within digitalization. Different value potentials were identified, leading to a proposal of a service portfolio. The systems thinking approach was then evaluated, leading to the conclusion that it is a useful tool, but a time-consuming process.