29 10, 2011

#MCPC2011 Business Seminar: The Tools for Open Innovation at #TechShop, #Idea Couture and #Ford

By | 2018-06-14T07:15:53+00:00 Oktober 29th, 2011|Cases-Consumer, Cases-Industrial, Clothing, Co-creation, Co-Design Process, Crowdsourcing, Customization Trends, Events, MCPC2011, Open/User Innovation, Personalization, Service Customization, Technologies & Enablers|

MCPC 2011
On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

Implementing open innovation is not always easy. This session will provide a focused few on approaches and tools to utilize the benefits of open innovation.

Mark Hatch, CEO, TechShop
BOOM! An innovation Explosion: How to Change the World Through Open Access to the Tools of Invention 

HatchThe presentation will share how TechShop changed the world through open access to the tools of invention… and provide a guide on practical ways to leverage this platform for your organization. Open source, the cloud, ubiquitous connectivity, search and find efficiencies, and powerful cheap processing have been driving the rapid acceleration of innovation in any field touched by computers and communication media. Now, with the advance of inexpensive access to extremely cheap, powerful and easy to use tools, the invention of physical products has never been easier, cheaper, or speedier… particularly if you have a $100 a month membership to TechShop. Mark presents five technologies prototyped and built at TechShop that have already started to change our world. He reviews the drivers of this new capability and then explores how you can leverage this new service.

Leah Hunter, Global Head of Insights and Innovation, Idea Couture
Making Co-Creation Strategic

HunterThe concepts of open innovation, mass customization and co-creation are often used interchangeably and raise new questions and challenges that highlight the need to understand the variables in their design of mechanisms, business processes and the economic implications for organizations. Leah Hunter will introduce the consumer co-creation value chain, a model that is used to analyze and understand the mechanics of co-creation. She will further illustrate its value by sharing Idea Couture's experiences in designing co-creation strategies. What are the differences between crowd wisdom versus collective intelligence; crowdsourcing ecosystems and market co-creation; motivations and creative incentive design; task characteristics and task design? Leah's presentation will align the strategic intent of the business to a co-creation strategy.

TJ Giuli, Technical Expert Ford Research and Advanced Engineering, Ford Motor Company
Leveraging Open Innovation to Create a Customized Driving Experience

TJ_GuiliFord Motor Company, a global automotive industry leader based in Dearborn,Mich., manufactures or distributes automobiles across six continents. With
about 176,000 employees and about 80 plants worldwide, the company's automotive brands include Ford, Lincoln, and Mercury. Recently, Ford opens its research doors to external contributors, tapping into minds at universities and other organizations outside the automotive industry for the next best idea for, e.g., in-vehicle connectivity and infotronics. One of Dr. Giuli's latest open innovation projects is American Journey 2.0, which paired up Ford and University of Michigan students who were challenged to build a new class of social networking apps for the vehicle during a 12-week course. The winning app made its way into a Ford Fiesta for the ultimate test drive to California for the 2010 Maker Faire, the largest do-it-yourself event of its kind. In his presentaton, Dr. Giuli will share this and other experiences in open innovation at Ford.

Please find the complete program at the official MCPC 2011 website.

28 10, 2011

#MCPC2011 Business Seminar: Using Social Media for Customer Co-Creation at #Quirky and #IndieGoGo

By | 2018-06-14T07:15:57+00:00 Oktober 28th, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Co-Design Process, Crowdsourcing, Customization Trends, Events, MCPC2011, Open/User Innovation, Personalization, Research Studies, Service Customization, Technologies & Enablers|

MCPC 2011
On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

Social media is becoming a core platform for new product & new service development. Learn from the pioneers in this field and discuss how these approaches could work in your company.

John Jacobsen, Head of Engineering, Quirky
 Social Product Development – Launching a Great New Product Every Few Days

JacobsenQuirky is a social product development company that brings two brand new consumer products to market each week through its online collaborative platform. Quirky’s community of almost 90,000 members weigh in on every aspect of product development from research to industrial design to branding; quirky shares its revenue with the influencers who help bring each product to life. Since its launch in 2009, Quirky has collaboratively developed more than 120 new products. Top influencers are making tens of thousands of dollars. National retail partnerships include Bed, Bath & Beyond and HSN, with its own show on the HSN Channel each month. Quirky will also have its own show premiering on The Sundance Channel on August 30th. The show, called Quirky, is about the powerful process of making invention accessible. Each one-hour episode will demonstrate how Quirky has successfully re-engineered and democratized the business of innovation.

Erica Labovitz, Director of Marketing, IndieGoGo
Experiences with Crowdfunding in the Movie Industry

Labovitz

 

 

 

 

 

 

Please find the complete program at the official MCPC 2011 website.

27 10, 2011

#MCPC2011 Business Seminar: Winning with Open Innovation at #Procter&Gamble, #Eyeka and #Clorox

By | 2018-06-14T07:16:00+00:00 Oktober 27th, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Co-Design Process, Customization Trends, Events, MCPC2011, Open/User Innovation, Personalization, Research Studies, Service Customization, Technologies & Enablers|

MCPC 2011
On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

The business seminar today will focus on open innovation. We will start the day by two inspirational keynotes on companies that really "got it" in open innovation and co-creation.

Ashish Chatterjee, Director Connect+Develop, Procter & Gamble
Celebrating a Decade of Open Innovation at P&G – Key Lessons

ChatterjeeWith every celebration comes reflection. What’s worked, what hasn’t? What can be better moving forward? Such is the case for Procter & Gamble, now marking 10 years of Connect+Develop℠, the Company’s branded approach to open innovation. In the true spirit of collaboration, P&G shares both the good and the bad they’ve experienced along the way. From the first deal, to some of the biggest, to some that simply never were, or never should have been, P&G also will discuss new open innovation frontiers and challenges on the road ahead.


Suzan Briganti, US Rep., Eyeka S.A. & CEO, Totem Brand Strategy
Edward Rinker, Research Fellow, Clorox

Co-Creation Among the Fortune 500

Briganti_rinkerIn many ways, co-creation has been more of a European phenomenon. The (according to Forrester Research) top three co-creation platforms (Eyeka, Jovoto and Hyve) are based in Europe and until fairly recently, many US companies have hesitated to adopt the methodology. In this presentation, Eyeka’s US Representative and their first Bay Area client, Clorox, will discuss their views on the state of co-creation among the US Fortune 500. They will reveal why companies are turning to co-creation, the internal resistance they sometimes face, and how they overcome it to use this unconventional new methodology. Their remarks will touch on some ways in which co-creation differs from traditional market research and customer insights.

Please find the complete program at the official MCPC 2011 website.

26 10, 2011

#MCPC2011 Opening Presentations: Advanced Mass Customization Thinking at #Deloitte and #Gemvara

By | 2018-06-14T07:16:06+00:00 Oktober 26th, 2011|Cases-Consumer, Customization Trends, Design, Events, MCPC2011, Personalization, Service Customization, Technologies & Enablers|

MCPC 2011 On November 16th, the MCPC 2011 conference kicks off at the Marriot SFO Airport, San Francisco. In this series of postings, we introduce our speakers at the business seminars of the conference.

The MCPC 2011 Business Seminar kicks-off with an introduction by the conference chairs and two corporate leaders that have pushed mass customization to a new level.

Frank T. Piller (RWTH Aachen) & Henry Chesbrough (UC Berkeley)
Bridging Mass Customization & Open Innovation: A Framework

Piller_Chesbrough_3The MCPC 2011 event is an experiment: Can we advance our knowledge of innovation effectively by linking mass customization and personalization with open innovation? While developed separately and build on different theoretical and conceptual backgrounds, we believe that mass customization and open innovation are closely linked and can benefit from a broader exchange between both schools of thought. In this brief opening comment, the two conference co-chairs will provide an overview and introduction into the themes of the conference.

Cathy Benko, Vice Chairman, Deloitte U.S. Firms
Mass Career Customization: From Corporate Ladder to Corporate Lattice

BenkoCentered on the insight that today's career is no longer a straight climb up the corporate ladder, but rather a combination journey of climbs, lateral moves, and planned descents, Mass Career Customization (MCC) provides a new model for how careers are built and talent is developed. Borrowing from consumer products trend away from one-size-fits-all to mass product customization, this new approach builds employee loyalty and provides for dynamic alignment between individual and corporate needs. The MCC framework has four dimensions: (1) Pace; (2) Workload; (3) Location/Schedule; and (4) Role. Employees and their managers collaborate to find the right fit across those dimensions at any point in time and over time, as long as the choices work for both the individual and the business.

Matt Lauzon, Founder & CEO, Gemvara
Establishing Mass Customization in a High-End Luxury Market

LauzonRealizing a niche in the jewelry industry at the intersection of e-commerce and mass customization, Matt Lauzon, co-founder of online custom jewelry site Gemvara.com, and one of the youngest execs under age 30 to raise multi-millions in funding (over $25M), will discuss his “me-Commerce” vision for the future of online shopping and share insight as to why over 40% of his customers have never bought a piece of jewelry online before buying on Gemvara.com. Taking notes from how Dell transformed PC customization, Zappos revolutionized online customer service and Netflix used targeted data to meet customer needs, Matt will explain the key findings when it comes to launching an online shopping experience, discuss how virtual inventory could benefit all e-tailers and share his thoughts on achieving success within the “emotional web.”

Please find the complete program at the official MCPC 2011 website.

25 10, 2011

#MCPC2011 Program Highlights: MC Manufacturing and Supply Chain Management

By | 2018-06-14T07:16:09+00:00 Oktober 25th, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Co-Design Process, Customization Trends, Design, Events, MCPC2011, Open/User Innovation, Research Studies, Service Customization, Technologies & Enablers, User Manufacturing, Virtual Models|

MCPC 2011In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.

Successful Mass Customization not only depends on the design and proper employment of the consumer backend (configurator). Of equal importance is the organizational structure "behind the scenes" that allows a company to actually keep the promiss of individual production while still remaining profitable. In this session we will hear expert advices about the key aspects of successful MC Manufacturing and Supply Chain Management.

 

Sessions 7.4 (Nov 19): MC Manufacturing and Supply Chain Management

Modeling & Simulation of MP-MC Apparel Manufacturing

Apparel companies that initiate Mass-Customization (MC) must identify a suitable manufacturing (assembly) strategy, which is vital for their success. Most companies that produce apparel using Mass Production (MP) systems, are interested in investigating if the existing systems can be used to implement a MC strategy.

In this part Muditha Senanayake (Cal Poly Pomona) and Trevor Little (North Carolina State University) will explore the opportunity to mix MP and MC using computer modeling and simulation. Based on varying sizes of bundles and varying frequencies of products tested on simulated production lines they will present their observations of the production system performance. As a result they will present possible implementations of mix manufacturing strategy and its limitations.

Using a Simulation-Based Framework to Design Supply Chain Offering Mass Customization in the UAE

Mass Customization has emerged as a successful business model that can address the contemporary challenges of global markets. Although companies have adopted various levels of MC, a major challenge for firms is to efficiently design their supply chain in function of their MC offers, which also needs to support the involvement of customers in the innovation process. Marc Poulin will present a work in progress of a simulation framework that enables UAE firms to design supply chains that offer MC products and services. Using the leading edge simulation software SIMIO he will model and simulate supply chain models in the UAE.

Methodology for Implementing the Right Supply Chain for Mass Customization

In this presentation Luigi Battezzati (University of Milan) will focus on the definition of preliminary implementation guidelines in order to define the proper supply chain for different products (emotional, functional), manufactured by different companies (mass or handcraft producer), in compliance with different winning criteria impacting on critical areas for Mass Customization

Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:

– Conference Website and Registration

– All info here in one compact MCPC flyer

Conference hotel and travel (rooms fill quickly, book now!)

– All posts about the conference in my blog

23 10, 2011

#MCPC2011 Program Highlight: Design Thinking for Open Innovation an Mass Customization (Showcase Symposium)

By | 2018-06-14T07:16:11+00:00 Oktober 23rd, 2011|Cases-Consumer, Cases-Industrial, Co-Design Process, Events, MCPC2011, Open/User Innovation, Personalization, User Manufacturing|

MCPC 2011In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.

In this showcase session is  the participants will be provided with the latest results of scientific research on how mass customization and open innovation is evaluated by professional designers as well as on how aesthetic preferences are varying within different cultures. On top of that well known design agencies such as IDEO and designaffairs will present their approaches of how to integrate customers into their design processes.

Session 6.6 (Nov 19): Design Thinking for OI and MC (Showcase Symposium)

In this special showcase session will consist of five individual presentations by Dominik Walcher and fellow experts. Following that the presenting Open Innovation and Mass Customization specialists will engage in a panel discussion on MC, OI and Design.

Schowcase Speakers:

Walcher
Dominik Walcher, (Salzburg University of Applied Sciences):
What designers think about Mass Customization and Open Innovation – A recent survey

Rothbucher
Bernhard Rothbucher, (Salzburg University of Applied Sciences):
Cultural Customization – A case study research on natural acceptance

Kumar
Minu Kumar, (San Francisco State University):
Think global, act local – A cross cultural study on aesthetic preferences

Jurke
Christian Jurke, Director Design Strategy at designaffairs, Munich:
SimuPro – a method to create customer oriented solutions for global markets
 

Bertrand
Blaise Bertrand
, Associate Partner at IDEO:
Design Thinking – IDEO's method to integrate customers in the design process


Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011
:

– Conference Website and Registration

– All info here in one compact MCPC flyer

Conference hotel and travel (rooms fill quickly, book now!)

– All posts about the conference in my blog

21 10, 2011

#MCPC2011 Program Highlights: Strategic Capabilities for Mass Customization (Showcase Session)

By | 2018-06-14T07:16:16+00:00 Oktober 21st, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Co-Design Process, Crowdsourcing, Customization Trends, Events, MCPC2011, Open/User Innovation, Personalization, Research Studies, Technologies & Enablers|

MCPC 2011In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.

Proven by many success stories from all kinds of businesses, Mass Customization is one of the most promising concepts of our time. History shows, though, that a great theory is worth little without practical knowledge. Mass Customization is no different and hence it is of great importance to correctly understand why and, most important, how value can be created by the employment of MC. In this session we will hear about failure and success, core capabilities and different approaches to make the most out of a concept that is easy to comprehend, yet hard to master.

Sessions 7.1 (Nov 19): Strategic Capabilities for Mass Customization

Why MC Organizations Fail

In this session, Dominik Walcher (Salzburg University of Applied Sciences) will explain the development of a classification system for failure reasons of MC organizations based on literature review both form entrepreneurship and Mass Customization research as well as qualitative expert interviews. He will then discuss the exemplary application of this system to the Custom Foot failure case study.

Value Creation by Mass Customization: An Analysis of the Three Core Capabilities of Mass Customization

This part will focus on the key essentials of Mass Customization. Thorsten Harzer and Frank Piller (RWTH Aachen University) and  Fabrizio Salvador (Instituto de Empresa) will give an insight in and discuss the importance of the three core capabilities of Mass Customization.

Comparing Four Personalization Approaches to Understand Value of Personalization

Chenjie Wang (Georgia Tech) and Mitchell Tseng (Hong Kong University of Science and Technology) will present the findings of their study regarding sources of distinctive value as being perceived “unique” by individual consumers. Based on the results of their investigative work they will share their conclusion about how different business models and associated design approaches can be developed to augment the value of product design. Presenting four different approaches in personalized products they will discuss different ways of customer engagement with respect to these four values, analyzing how personalization values are addressed and identifying their unique design features, user interactions and other relevant parameters in design ecosystems.

Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:

– Conference Website and Registration

– All info here in one compact MCPC flyer

Conference hotel and travel (rooms fill quickly, book now!)

– All posts about the conference in my blog

12 10, 2011

Full program of #MCPC2011 published: More than 150 Presentations on Mass Customization, Customer Co-Creation & Open Innovation

By | 2018-06-14T07:16:29+00:00 Oktober 12th, 2011|Cases-Consumer, Cases-Industrial, Co-creation, Crowdsourcing, Customization Trends, Events, General, MCPC 2007, MCPC 2009, MCPC2011, Open/User Innovation, Personalization, Research Studies, Service Customization|

   MCPC2011_4

 Finally, the full conference program of the MCPC has been released. There still are a few things to update and exchange, but 95% of the program are fixed!

In addition to hundreds of CEOs, Founders, Directors, and Practice Leaders of the companies that apply and support mass customization, customer co-creation and open innovation successfully, many of the world's leading researchers in these areas will present latest findings in an accessible way.

The interactive conference format of the MCPC 2011, supported by the proximity to the Silicon Valley / Bay Area entrepreneurship and investment community, allows for deep interaction and networking between the participants. There are more than 150 presentations, panels, or workgroups on the program!

Join us in a lively exchange on best practices, case studies, success factors and open business models that focus on the top management and leadership issues and / or provide deep insights into specific design parameters of the tools and technologies behind open co-creation and mass customization.

Some selected topics of presentations and panels at the MCPC include:

MCPC2011_4– Setting up a mass customization business model;
– The market for mass customization;
– Defining a customer co-creation initiative that works;
– Managing customer-centric supply chains and fulfillment:
– Design elements of successful configuration toolkits;
– Metrics for open innovation;
– Implementing open innovation in an R&D organization;
– Learning from failures of the early pioneers;
– Getting VC investments for business models for MCP;
– Optimal incentives for internal and external participants;
– Getting corporate buy-in for customer co-design and OI;
– And much more!!

Before the main conference (Nov 18-19), a special business seminar provides executable frameworks for the management of mass customization and open innovation and a focused view on future topics.

Please register as soon as possible, as seats are limited and many are already taken! The conference hotel is conveniently located between San Francisco Airport (SFO) and Silicon Valley and allows for very efficient travel.

We hope to meet you in San Francisco in late Nov !

Frank Piller and Henry Chesbrough

MCPC 2011 Co-Chairs 

http://www.mcpc2011.com | MCPC2011 Full Program

 

30 09, 2011

#mcpc2011 program highlights: Best practices in mass customization – CEO presentations

By | 2018-06-14T07:16:50+00:00 September 30th, 2011|Books, Cases-Consumer, MCPC2011|

MCPC2011_compact_small The MCPC 2011 conference is coming closer, and in a series of postings, I will introduce some the many interesting sessions that we will have between Nov 16-19. For mroe info on the conference, follow the links at the end of this mail.

One of the large opportunities of the MCPC conference is to meet many people running a mass customization or open innovation initiative in person and learn from their experiences. One of the sessions highlighting this is the

Session 1.1 (Nov 18): Best Practices in MC – CEO Presentations

Meik Lindberg is one of the leading entrepreneurs in Europe's personalization and customization business. He is the founder of www.d-o-m.org, a large provider of customized printing. In his presentation, however, he will share his experience in launching a iTunes Top10 App that has sold millions of copies. Personalization here has been key to success.

Jan-Christoph Goetze will share how PersonalNOVEL became the world's leading and by far most innovative purveyor of personalised books. PersonalNOVEL was founded in 2003 and is headqurtered in Munich, Germany with subsidiaries in London and Zürich. The US launch will follow in 2012. Jan-Christoph will share how his company has perfectioned all different aspects of an online business dealing with mass customization: Gaining the data from the customer, processing the book, distribution, customer service and after sales mangement.

Anthony Flynn will share You Bar's journey from his mother's kitchen to an 8,200 square foot commercial warehouse, becoming a market leader in the customized food business. Customization obliges the customer to become co-creator and innovator, necessitating a dialogue between customer and company which allows each to better satisfy the evolving needs of the other. Sounds easy, but to fulfilling this statement has many challenges during the implementation.

Aymeric Malherbe will present her business Typlume & Graphine create customized books starring the child best friend: their favorite teddy bear or toy. Production is based on automated creations and partnerships with local manufacturers.

More info on the MCPC 2011:

– MCPC 2011 Business Seminar: Nov 16-17. Main Conference: Nov 17-19

– All info here in one compact MCPC flyer

– Conference Website and Registration (reducted rates until Sept 30)

Conference hotel and travel (rooms fill quickly, book now!)

– More news about the conference in this blog

22 09, 2011

#MCPC2011 Program Highlights – CEOs Report on Best Practices in MC and Personalization – Learning from experience

By | 2018-06-14T07:16:56+00:00 September 22nd, 2011|Cases-Consumer, Cases-Industrial, Co-Design Process, Customization Trends, Events, Furniture - Home, MCPC2011, Personalization, Technologies & Enablers, Virtual Models|

MCPC 2011In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.

This will become a very exciting session based on MANY years of experience. The unifying element of these three talks are the capabilities of making mass customization happen. Learn about Robust Processes and Solution Space design in the first talk, a leading application of Choice Navigation in the second, and get the whole story and update of MVM – a pionieer in virual models.

Sessions 6.1 (Nov 19): Best Practices in MC and Personalization – CEO Presentations

Case Study: The Transition from Engineer-to-Order to Mass Customization in the Fire/Rescue Industry

David Gardner (Founder and Principal of mass-customization-expert) has over 30 years of experience in the design and integration of innovative business process and information technology solutions for "start-up" as well as established companies.

His case study presentation will focus on the key business drivers behind the transition from an engineer-to-order business model to the mass customization business model in the fire/rescue industry. He will examine the steps undertaken to make the transition and the challenges encountered overcoming company and industry inertia.

LOFT – a 24/7 Anywhere Showeroom – Staging a Multiverse Experience

In this presentation, Conny Dorrestijn (Chief Marketing Officer of NedSense) will present his companie's business case for LOFT which is based on two major external drivers: the ‘personalization and ME experience 24/7 anywhere’ demands of a global audience and rapidly increasing costs, competition and complexity of the textile & apparel industry. He will show how the LOFT customer experience engine offers a showroom experience anytime, anywhere and demonstrates the full collection of various textiles, floorings and wallpapers on the customer’s desired real object through the unique LOFT 3D scan technology. Conny Dorrestijn will explain how LOFT enables designers and manufacturers to offer their sales teams and end users, through their websites, the opportunity to upload their own 2D pictures which are instantly converted into 3-D environments in which the user can interact.

MyVirtualModel 2.0

Gregory Saumier-Finch (General Manager of My Virtual Model) will give insight into the new iteration of My Virtual Model's virtual garment presentation software, including 2-D to 3-D image conversion technology. MVM has been a pioneer in the field. After some hickups and shakes, the company is back in business, Gregory, emplyee #3 of MVM and with the company for over ten years, will share his expiernces and advice in this upcoming field of MC.

Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:

– Conference Website and Registration (reducted rates until Sept 30)

– All info here in one compact MCPC flyer

Conference hotel and travel (rooms fill quickly, book now!)

– All posts about the conference in my blog

19 09, 2011

#MCPC2011 Program Highlights – Mass Customization and Open Innovation in the Fashion Industries

By | 2018-06-14T07:16:59+00:00 September 19th, 2011|Cases-Consumer, Clothing, Co-Design Process, Design, Events, Footwear, MCPC2011, Open/User Innovation, Research Studies, Sneaker, T-Shirts, Technologies & Enablers|

MCPC 2011In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.

Since the beginning of the MCPC conference series, clothing and footwear products have been has discussed extensily during this event. Also, just by looking onto the numbers, these industries are leading the mass customization movement. At the same time, some of the early pioneers in Crowdsourcing, Threadless, also focused on this industry.

A dedicated track at the MCPC2011 will provide a closer look on this topic.

Sessions 5.2 and 6.2 (Nov 19): A Special Focus on the Fashion Industries

Why Customization of Footwear is Not Fit for Masses

Market facts prove that, despite a certain number of valorous entrepreneurs are there to exploit the advantages of the new business model, the benefits of personalization of products have not yet reached the shoe wearing masses. Sergio Dulio will present the example of a new Italian brand in the field of luxury bespoke men shoes and the presentation of its technical and market expansion plans, it will be discussed why customization and masses, at least in the field of footwear, don’t’ seem to go together as expected and a theory will be formulated to support the idea that, possibly, this is the right approach to a consumer centric shoe world.

Customization in Apparel Design

Advanced customization and 3D visualization are in the core of the latest planned solutions to enhance customer's shopping experience and brand loyalty, and with the help of advanced GPUs the industry is a step closer in creating a better, more precise design and shopping environment. Yoram Burg (Optitex) will present and discuss the latest projects his company is involved in that include deploying the 3D customized solutions in the worlds of movies, home sewing, apparel design, animation and art work, and give a preview on the next level of solutions currently in development by OptiTex.

ErtlRenz Sport Shoes World – Adapted to Improve the Customer's Performance

While many professional athletes are outfitted over long periods of time by their sponsoring sports brand through the same service people, the “normal” customer typically buys his standardized equipment by individual picks from different stores. Dirk Rutschmann (Corpus-e), Sven Renz and Wolfgang Richter (ErtlRenz) will report from the ErtlRenz Sport Shoes World and present how they embrace the customer over his personal sports career providing him individual sport shoes for maximum performance and comfort like a pro.

E-Co-Creation for Fashion

The Web 2.0 revolution is changing perceptions and influencing a younger generation, but can co-creation challenge traditional design methods for fashion and promote sustainability, and can designing together enable the democratization of fashion? Jen Ballie, Philip Delamore (London College of Fashion) will present a mapping of co-creation within a fashion context, using participatory practice methods. A series of case studies will be used to define co-creation communities, the role of the individual and the sustainable benefits of working together. The viewpoint of both the designer and consumer will be used to illustrate their role and relationship, and to define methods and toolkits for how they can work together.

CoReNET – Value Co-Creation of Small Series Customized Healthy, Fashionable Clothing, Footwear and Assessories

In this presentation, Dieter Stellmach (DITF Denkendorf) will give an insight into CoReNET – Customer-ORiented and Eco-friendly NETworks for healthy fashionable goods: A toolset and first practical experiences for value co-creation of small series customised healthy fashionable clothing, footwear and accessories.

The Fitting of Pants

When fitting pants, a garment can have the correct horizontal and vertical dimensions, but not fit properly. This is a particular problem at the crotch, where there is a saddle point on the abstracted 3D form of the body, where the front and back of the body are joined in the crotch area and one leg transitions through the crotch area to the other. Bonny Carmicino has determined that these fit problems are the result of patterns that do not properly fit the crotch curve and are not properly balanced and will present new methods of creating the proper crotch curve and balancing pants, both of which produce excellent results on subjects of all shapes (including “normal” and also atypically- and asymmetrically-shaped subjects).

Configurator for Apparel Manufactoring within the Mass Customization Program

Companies need to acquire and manage a knowledge base of consumers’ needs and preferences in order to meet, even surpass, customer's expectations. In the fashion & clothing industry, mass customization is not generally well understood or implemented due to difficulties related to measurements, pattern adaptation, and inflexible manufacturing processes. Jocelyn Bellemare (Université du Québec à Montréal), Serge Carrier and Pierre Baptiste (Montreal University) will present their identification of the fundamental variables and data necessary to produce custom-made clothing, the development of a configurator based on such data, and how to enable the efficient transmission of configurator generated information to computerized production systems.

— And these are just some of the talks on this industry!! check the full program for more!!

Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:

– Conference Website and Registration (reducted rates until Sept 30)

– All info here in one compact MCPC flyer

Conference hotel and travel (rooms fill quickly, book now!)

– All posts about the conference in my blog

5 09, 2011

#MCPC2011 Program Highlights – Mass Customization as a Driver for Sustainability

By | 2018-06-14T09:43:34+00:00 September 5th, 2011|Cases-Consumer, Customization Trends, Design, Events, General, MCPC2011, Personalization, Research Studies, Technologies & Enablers|

MCPC 2011In a series of postings, we present some of the program highligths of the MCPC 2011 conference. The following is just one of more than 50 sessions we will host on Nov 16-19 in San Francisco, CA.

The relationship of mass customization and sustainability has discussed since quite a while, but still there is very little knowledge about this field. A dedicated track at the MCPC2011 will provide a closer look on this topic.

Sessions 2.2, 3.2 and 4.2 (Nov 18): Environmental Sustainability and MC

Mass Customization and Sustainability – An Introduction

An introduction to the general topic of this session will be held by Frank Steiner (RWTH Aachen University).

Is Mass Customization Sustainable?

Mass Customizers are like other companies currently experiencing an increasing customer demand for environmentally sustainable products as well as an increasingly strict legislation regarding environmental sustainability. In this presentation Thomas Petersen,  Kaj Jörgensen, Kjeld Nielsen, Stig Taps (Aalborg University) will address the issue whether the concepts mass customization and sustainability can be integrated by asking the question: can mass customized products be sustainable?

Proposal of a  Reference Framework to Integrate Sustainability and Mass Customization in a Production Paradigm

Mass customization strategy is applied by firms in order to make them more customer-oriented and make each individual customer a source of opportunity and hence profit for the firm. Sustainability on the other hand brings not only eco-efficiency for the company, but also has a great impact on economic efficiency and social perspective of the firm. Donatella Corti, Marco Taisch, Golboo Pourabdollahian (Milan University), Andrea Bettoni, Paolo Pedrazzoli and Luca Canetta (University of Applied Sciences and Arts of South Switzerland) will show how integrating these two concepts together to develop a new strategy of sustainable mass customization can create a significant value for companies in today’s globally competitive environment.

Modeling Framework to Evaluate Sustainability Performance of Mass Customization Solutions

In this presentation Fazleena Badurdeen (University of Kentucky) and Ken Wijekoon will present a framework to optimize the configuration of customizable solutions (products or product-service systems) to ensure economic, environmental and societal sustainability requirements are satisfied. Activities across the total product life cycle are considered to develop a model to evaluate closed-loop flow assuming a modular product where customization can be achieved by selecting from alternatives.

Towards an Integrated Mass Customization and Sustainability Assessment Framework

The new challenge of sustainable development adds more requirements to be dealt with in order to keep their competitiveness and sustain their position in the market. For the mass customization enterprises, sustainability performance may depend on several mass customization enablers, thus these two concepts needs to be assessed together in order to foster both. Khaled Medini, Catherine da Cunha and Alain Bernard (Nantes University) will take a closer look at enterprise interactions with environment, society and economical environment and how they can be interpreted as a first step to establish an enterprise model in the mass customization and sustainability context.
 

Supporting Sustainability and Personalization with Product Architecture

Consumers as well as governments are applying constant pressure on companies to adopt a more sustainable strategy, consumers request greener products and governments applies rules for reuse and more eco-friendly manufacturing. There are several factors counting in favor or against the sustainability of MCPC products.

Modularization is a driver for MCPC and earlier research within product architecture has indicated that modularization could support sustainability. In their presentation Thomas Petersen,  Kaj Jörgensen, Kjeld Nielsen, Stig Taps (Aalborg University) will present their empiric work on the drivers for modularization with focus on sustainability and MCPC.

Smart Customization: The New Driver of Sustainability. A Case Study in Custom vs. Standard Men's Dress Shirts

In 2009 Ryan Chin and Daniel Smithwick (Massachusetts Institute of Technology) published "Environmental Impacts of Utilizing Mass Customization," a paper that focused on sustainability benefits of mass customized men's dress shirts by examining the manufacture, distribution, and use of custom vs. standard off-the-rack men’s dress shirts. In this presentation they will extend this research in breadth and depth by conducting a series of detailed experiments focusing on the total consumer experience of custom vs. standard men's dress shirts. 

Co-Creation and Mass Customization from a Triple Bottom Line Approach

Very often mass customized products are considered more sustainable than mass produced products. However, there is little evidence that this is the actual case, there are however components in those supply chains that do suggest that less waste is produced. Jonas Larsson, Joel Peterson and Klas Hjort (University of Boras) will map and analyse three supply chains with different offerings of mass customised or co-created products from a social, environmental and economic perspective i.e. the triple bottom line. It will not be possible to conclude whether these supply chains are sustainable or not but rather to compare the supply chains with each other from the triple bottom line perspective. The work is based on qualitative and quantitative data and case studies of three supply chains.

MCPC: The Enabler to Open the Next Age, It's Opportunity and Challenge, Report from Japan Post 3.11 Earthquake

Yasuyuki Cho (Wacoal) is an MCPC practitioner born and living in Japan. Under the deep impression of the Tsunami that hit Japan on March 11 he changed the subject of his presentation to reflect on MCPC and its chances and opportunities for a sustainable life and business.

Customization and Manufacturing Sustainability: General Considerations and Footwear Investigation

To adapt to global competitive pressures, European Industry must develop methods and enabling technologies towards a personalized, customer oriented and sustainable manufacturing. To this end, a key question to be addressed is whether Mass Customization can be regarded as one of the main driving forces to achieve effective Sustainability, or rather a burden.
Andrea Bettoni, Paolo Pedrazzoli, Luca Canetta, Marzio Sorlini, Claudio R. Boer (University of Applied Sciences and Arts of South Switzerland) and Donatella Corti (Milan University) will first portray the two concepts of mass customization and sustainability and will then propose a framework to establish a link and evaluate it, also with the support of concrete examples in footwear.

 

Listen to the full content of these talks at the MCPC 2011, Marriot SFO Airport, San Francisco, Nov 16-19, 2011:

– Conference Website and Registration (reducted rates until Sept 30)

– All info here in one compact MCPC flyer

Conference hotel and travel (rooms fill quickly, book now!)

– All posts about the conference in my blog

31 07, 2011

New German Fashion Customization Site is Online: Limberry offers custom design for women’s clothing

By | 2018-06-14T09:43:54+00:00 Juli 31st, 2011|Cases-Consumer, Clothing, Deutsch (in German)|

Limberry I have to admit that I first have been skeptical: A young entrepreneur, with a passion for fashion but no design background, trying to enter the challenging market of made-to-measure apparel that both fits and is fashionable.

I first met Sibilla Kawala on the CYP2011 event in Berlin, where she presented us her idea of limberry.de. Now, a few months later, her business is up and running.

The site limberry.de is online, and you can order custom-made blazers, skirts, dresses, and dirndls.

I got a personal tour of the site today, and I have to say I am impressed: Good configurator, nice visualization, very professional pictures, clean design. The measurement process could need some improvement, but it is functional and should work (at least for the target group of fashion savfy women).

Also the promised performance is very competitive:

  • All products are "Made in Germany" – so local production, local jobs, and good quality!
  • Delivery time of 2 weeks.
  • No shipping cost.
  • Frugal innovation, all self-financed and put together with a great dedicated team.

I wish Sibilla all the best for her new company. I am sure that we still will hear a lot from her in the MC community!

28 07, 2011

Quirky in Numbers: Entrepreneur Magazine shares new data on Quirky’s social product development business model

By | 2018-06-14T09:43:56+00:00 Juli 28th, 2011|Cases-Consumer, Co-creation, Crowdsourcing, Long Tail, MC Alternatives, User Manufacturing|

Entrepreneur-magazine-august-2011_lrg In the August issue of Entrepreneur, Jennifer Wang has a great story on Quirky, featuring the person of founder Ben Kaufman (everyone attending the MIT SCG Seminar in 2010 still remembers his presentation), but also sharing some great info on the company.

Read the full article here, but here are some of the facts I found most interesting:

Old world: If you have an idea and want to turn it into a product "Kaufman puts the upfront costs of building a company around a single product at about $200,000–just to get the paperwork done and the first prototype out." Combined with the risk, most people never get their product idea anywhere near retail shelves.

Quirky's approach:

Create an online community of 65,000 members (growing by 20 percent every month).

Have "every week hundreds of inventor hopefuls, or "ideators," submit their concepts online".

So called "influencers" than vote on the ideas and develop them further, together with Quirky's inhouse design team.

Requirement: Product ideas must retail for less than $150 and should not require integrated software.

Examples of products in the making and development: "an auto-stirring microwavable bowl with steam-release function; a modular tent-making kit for use with couch cushions and throw quilts; a yoga mat with magnetic or Velcro closures."

30% payoff: "Thirty cents of every revenue dollar goes back to ideators, and a number of them have already earned tens of thousands of dollars."

Typical income of inventors:

Michael McCoy, inventor of Cloak, a two-in-one iPad stand and case, that retails for $29.99. This item generated total sales of $100,128, and Michael got a share of $38,007 for this.

Jake Zien, inventor of the Pivot Power, an adjustable power strip with six outlets, that retails for $29.99. This item generated total sales: $13,021, and Jake got a share of $4,919.

Quirky's take: "The company retains the rights to all the cool ideas that are voted into the development process, and because the company gets validation from thousands of potential customers before making a move, Kaufman avoids all the costs associated with early design phases." => our idea of collective customer commitment at its best!

2011 revenue: Expected "to be between $6 million and $10 million"

Financing: Quirky has raised $12.6 million in funding.

Staff: Today 40, planned are about 80 by the end of this year.

Media: Ben is a master in self promotion and announcing his company, and so the Sundance Channel's will have a reality TV show featuring Kaufman, Quirky employees, the inventors and their stories, premiering in August.

Ben's core learning in running an online community:

"Face-time is important, transparency is important!" There's a whole department dedicated to "inventor services," and the company regularly holds virtual town hall meetings with the whole staff, inviting community members to log on and ask anyone on the team questions."

 For me, Quirky still is one of the best ideas of co-creation. Here is my earlier more extended analysis of their business model.

 

4 06, 2011

CustomWeek 2011: MC companies collaborate to generate awareness for MC in general public

By | 2018-06-14T09:44:01+00:00 Juni 4th, 2011|Cases-Consumer, Customization Trends, Events|

Custom week A group of more than 40 custom and personalized product companies will start a week long collaboration (starting at June 6) to bring attention to the growing “mass customization” movement by showcasing the breadth of customizable products now available in the market at http://www.customweek.com.

Custom Week 2011 is the first annual voluntary industrywide promotion for the mass customization and personalization industry. The event has been organized by volunteers from TreehouseLogic, GemKitty, and Create-A-Mattress to draw attention to the maturity of the mass customization movement, highlight companies currently offering thousands of customized and personalized items across a spectrum of categories, and emphasize that mass customization is a trend that’s here to stay. 

At customweek.com, consumers can discover a wide range of custom products, designing and creating everything from unique purses to new flavors of ice cream.  They can also enter to win a $2,500 “Customize Your Life” Grand Prize package, and take advantage of exclusive purchase discounts.

In April, Forrester Research issued a report titled, “Mass Customization is (Finally) The Future of Products” asserting, “Mass customization has finally hit an inflection point.”  The report continues to predict custom products will “explode” with accelerated growth in the coming years, painting a vivid picture of a consumer marketplace brimming with “rich, pervasive customization.”

The report also suggests made-to-order products will affect global economics as manufacturing is more likely to be in the USA or EU instead of Asia.

Inexpensive technology, advances in production techniques, and rapidly-evolving buyer expectations have unlocked the door to mass market customization.  These factors have advanced industrialization from a mass production/assembly line age into a new age where products are created or completed based on customer design choices.

I believe this to be a great initative to educate consumers and the press that customization of consumer products is here and a major market segment already, not an oddity or small niche!