26 02, 2013

Open Letter to MCPC Community: No MCPC 2013 at MIT, but many new opportunities

By | 2018-06-14T06:48:14+00:00 Februar 26th, 2013|Events, General, MCPC 2007, MCPC 2009, MCPC2011, MIT SCG|


In case you participated at the last MCPC conference in San Francisco (Nov 2011), I
believe you had, like me, a great conference experience. In fact, many of you already asked
me about the next event.

I am really sorry to inform you that for personal and capacity reasons, we will
be not able to organize and host the MCPC in 2013
at MIT.

the great experience of MCPC 2011 in San Francisco would have been difficult
and a lot of work, demanding capacity (time) that we as the original hosts and
organizers do not have available any longer.

I am
doing many exciting things in Europe and the U.S., but also have many commitments and responsibilities which do not give me the chance
any longer to invest in the MCPC as I did in the past. The same holds true also
for the core team of people at MIT and HKUST that were instrumental in doing

But I
believe that this is not the end of the MCPC but just the beginning of more:

customization now is at a transition point where we do not have to discuss it
any longer, but just should practice it.
This demands a different format of
exchange in-between practitioners.

this reason, we have established an exciting associate
membership format
for companies in the MIT Smart Customization Group at MIT
Media Lab.  We believe that such a
consortium of trusted members, meeting 2-3 times a year at MIT or in a company,
can provide a better way of exchanging experiences and learning from each

case you are interested to join our MIT group, head here
: http://scg.mit.edu/people/corporate-members

will continue to have smaller events or seminars at MIT, and there are the
established mini-conferences of the MCPC family and several upcoming special
tracks in established conferences.

But I also strongly believe that a large MCPC-alike conference still makes sense!

Mitch Tseng and I are open for any research group that feels empowered and
strong enough to do an academic-practice event similar to MCPC
. I am happy to
support this as far as I can (mainly with publicity), but be warned that this
demands at least Euro 100K investment and about 1 person year full time capacity
for preparations, the CfP, paper reviews and management, and event organizations
(and we never made any profit with the MCPC as we wanted to keep this an
affordable community event).

case you have a realistic plan to host (and fully organize) this conference in
the future, let us know – or just do it: We do not claim any ownership or
exclusivity of mass customization events. In fact, it really should become more
a community organized thing!

So even with a MCPC conference organized by my colleagues and me, I am looking forward to may exciting interactions and meetings.

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|


 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


6 02, 2010

Finally published: Handbook of Research in Mass Customization and Personalization – 1200 pages in 2 volumes on MCP

By | 2018-06-14T09:47:03+00:00 Februar 6th, 2010|Books, Customization Trends, General, MCPC 2007, Research Studies, Technologies & Enablers|

It was a long process in making, but now it finally has been published and I got the first volumes in my hand:

MC_handbook_2010 The Handbook of Research in Mass Customization and Personalization. Edited by Frank Piller and Mitchell Tseng. Published in two volumes. Volume 1: Strategies and Concepts; Volume 2: Applications and Cases. World Scientific Pub Co. (ISBN: 9814280259). Download an extensive overview of all chapter.

The book is the third in a series of publications that present the latest advancements in research on mass customization and personalization. Starting with Tseng & Piller (2003) and continuing with Piller, Reichwald & Tseng (2006), we again could collect the thinking of some of the leading scholars and practitioners in the field.

In comparison to the previous editions, this is the most comprehensive collection of writings on mass customization ever. This inspired our publisher to name it the "Handbook of Current Research in Mass Customization & Personalization". And it indeed is heavy and voluminous: Almost 1200 pages on MCP!

The contributions in this handbook were inspired by the 4th World Conference on Mass Customization and Personalization (MCPC 2007), hosted by the MIT Smart Customization Group at the Massachusetts Institute of Technology (MIT) in October 2007. The participant roster of the conference represented the interdisciplinary nature of customization and personalization drawing from a wide range of interest from hard core engineering, fashion design, architecture, retail, business strategy to psychology.

The papers in this book reflect this richness and scope. The authors come from diverse schools in leading research institutions as well as from business practice or consulting firms.

For an extensive overview and the full table of contents, download this PDF.

This is the publisher's site on the book (where you can get the book already) and here you can get it an Amazon. The book, however, has a heavy price tag and is more targeted to the library market. So recommend it to your library now!

4 11, 2007

MCPC 2007: Finally a Conference Report & Review

By | 2018-05-07T15:31:26+00:00 November 4th, 2007|Customization Trends, Events, General, MCPC 2007, User Manufacturing|

Cover of the MCPC 2007 ProceedingsThe MCPC 2007 now is over since almost a month, and finally I get the time to restart blogging. Immediately after the conference, my teaching period at RWTH started, and I was very busy in keeping my students happy.

What to write? The MCPC 2007 was a terrific and very rewarding event. We were a great bunch of several hundreds of people at MIT and HEC Montreal, and the depth and quality of discussion was amazing. To get an overview, you can download all abstracts of the conference here. You also can order the full-text proceedings here.

I will not provide a long conference report here but let our participants talk. We received this quotes after the conference, and they summarize very neatly what was special about this conference:

„Thank you for organizing the best conference I have ever attended. This conference gave me a lot of power, ideas, and inspiration for my future research. I have been struggling in my research regarding MC for footwear for ten years. Few researchers are studying MC for the footwear industry in the US, but learning that many researchers and firms are tackling this issue in other countries, gave me inspiration. In addition, many colleagues don’t realize the enormous potential of MC. Now I can perceive of a clear future direction for MC after attending this conference.“ Sage Endo, School of Business Administration, University of Mississippi

„Excellent conference. I thought Joe Pine’s talk was enough to make the
conference worthwhile (it was) but then the rest of it was beyond my
expectations as well. Congratulations.“ Suzanne Loker; Cornell University

„One of the best, if not the best conference I’ve ever been to. Right mix of
theory and practice.“ Oinonen Sami, Nokia

„It has been one of the most rewarding conferences I’ve have attended. It was really
well organized as it brought together a heterogeneous group of people
who usually don’t interfere with each other. The complementary competencies make an ideal arena for some really exiting stuff to happen.“ Christian Thuesen, NCC Construction Denmark

„It was an eye opener and I can’t remember a time when so much new information (at least for me) was crammed into such a short time.“ Art St Onge, President, St Onge Company

„Seeing so many people trying to forward mass customization across so many different disciplines was very inspiring and I’m already looking forward to the next conference!“ Monika Desai, Footwear Entrepreneur, Boston

And one note made all of us very proud:

„Thank you so much for getting me to speak at this week’s event! I thoroughly enjoyed it, and seeing what a great group of folks you have brought together to push forward the state of art in Mass Customization.“ B. Joseph Pine II, Author of „Mass Customization“

Joe gave a really inspiring talk to start the conference. It almost was a journey though his life, starting with the very first research on mass customization and ending with its most recent book (just published this month) on Authenticity.

Joe agreed that we can share his slides and so you can follow his thoughts at least partly on paper. Download his presentation here. (Including Joe’s personal comments on screen during the presentation!).

For more conference reviews, several blogs have provided feedback:

A great large and extensive conference report can be found here: http://no-retro.com/home/category/mass-customisation/

Ronal Reddington from the Made For One Blog collected a selection of feedback from our visitors posted in several blogs. He could not make it in person to the MCPC; but contributed with this selection! Thanks a lot, Ronal!

Based on his original summary, here are some quotes and links to more extensive reports:

First off, Peter Semmelhack of Bug Labs, who spoke at MCPC 2007, wrote briefly about the event on the company’s BugBloggers weblog. For some pictures, just look here.

As Ronal Reddington wrote, Bug Labs is producing an open source, modular consumer electronics platform which will allow individual users to customize gadgets. I am really looking forward to their launch at the end of this year.

Elaine Polvinen, Professor of Fashion Textile Technology at Buffalo State University, published her thoughts on the MCPC Business Seminar in Montreal on her Virtual Fashion Technology blog. Her conclusion:

„The conference was short, and jam packed with interesting presentations highlighting the latest developments in mass customization and personalization. Someone mentioned at the conference that an obstacle preventing wider scale use of mass customization and personalization was a system to input and save standardized measurements. As I listened to these comments I remembered that such a system was recently developed in Korea called i-fashion.“

I-Fashion was represented with several talks during the MCPC research conference at MIT.

Michael Galpert, Chief Operations Officer of Worth100.com, shares his notes on MPCP 2007 Pre-Conference Workshop at MIT. Real notes, but interesting to read (especially for me to see what people note while I am talking :-).

Adrian Bowyer of the RepRap digital manufacturing machine (3D printer) project, posted about his journey to Boston and how he set up one of the ‘Darwin’ 3D printers in the conference lobby. This was one of the great exhibits we had a MIT !! And one of the most interesting discussions we had a MIT: The upcoming world of user manufacturing where cheap manufacturing infrastructure will allow users to make directly what they want … without having to wait for a manufacturer to set up a traditional mass customization system for them.

Another home fabbing device we had on the conference was the famous Fab@Home machine from Cornell university (I wrote about this before in this blog).

Robert Freund reports in German, but larger detail on his impressions from the conference and the feedback he received.

Ruben Robert of open innovation accellerator FellowForce has published a short summary of his MCPC presentation ‘The Business Smarts of Strangers’ on the FellowForce blog. And FellowForce also gave us their innovation widget for free to gather feedback and ideas for the next MCPC 2009 ! (See it on the conference web site),

The writers of the OPENeur blog also participated át the MCPC 2007 – here is their preview.

Adam Fletcher from Spreadshirt also reported from its MCPC 2007 trip which took place while he was very busy in running the „Open Logo project“ for Spreadshirt: Posting 1 and Posting 2

So: A great event with great people and really interesting discussions. The next conference will be in Europe in September/October 2009 –we have not decided yet where and are taking proposals from interested universities who want to host the 2009 conference. if you are interested, you drop me a line!

Update: On configurator-database.com, you find a number of MCPC 2007 conference pictures, but — first of all — a number of great videos with some prominent participants.

More information:

You still can order the proceedings: They are a pretty expensive 149 USD for the booklet and CD-Rom, but the price included VAT (19% sales tax) and international shipping. The proceedings include many of the papers in full text or extended abstracts, plus access to a special web site with about 40 slide sets of the presentations and the pre-conference workshops.

6 10, 2007

MCPC 2007 Starts: The International Mass Customization Community Gathers at MIT

By | 2018-05-07T15:31:28+00:00 Oktober 6th, 2007|Customization Trends, Events, MCPC 2007, Research Studies, Virtual Models|

The MIT Stata Center - Home of the MCPC 2007 ConferenceWow, these were a couple of very loaded weeks of preparing the MCPC 2007 conference. But now the fruits of all this work are there: Hundreds of mass customization enthusiasts are arriving in Boston to meet at MIT during the next days.

The conference will start tomorrow (Sunday) with pre-workshops and then the big opening keynote of B. Joseph Pine. Joe will discuss the origins of the mass customization movement that led to the MCPC, his views on the current state of the art, and where his continuing search for how businesses can add economic value through their offerings is leading him — and where it could take us.

After Joe, Brennan Mulligan will present the latest from Zazzle.com. The company recently relaunched its website and introduced a number of new services that enable consumers to even easier create their own stuff and sell it to others in their own MC mini shop.

I am very excited to here what they will say – as the other 160 speakers in the remaining two days. But most exciting will be to meet

As you have realized, I did not find the time to blog really a lot during the last weeks, and will be very busy also during the conference. But the guys from the Openeur Blog are with us reporting from the MCPC, and I also think that Adam Fletcher from Spreadshirt / HipHipUK will post a line or two.

I will provide my comprehensive report after I return from Boston. If you cannot join us, there again will be the opportunity to order the conference proceedings with a full text version of many papers.

Talking about joining: If you do not have a private jet or live on the East Coast, it may be a bit difficult to arrive in time for the MIT event, but you still can make it relaxed and in time to the great MCPC 2007 Business Seminar at HEC Montreal on October 11th . It will provide a focused top-management-view on mass customization in retail and the future of virtual identities.

During the Montreal event, more than 30 top executives from the industry will talk, plus some very great keynotes from Don Tapscott and the leading Supply Chain Manager at Dell !!

30 09, 2007

MCPC 2007: Final Call for Participation

By | 2018-05-07T15:31:30+00:00 September 30th, 2007|MCPC 2007|

Join us at the MCPC 2007This autumn, hundreds of the world’s leading managers, entrepreneurs, researchers, authors, technology providers, and customization enthusiasts will descend upon the famous campus of the Massachusetts Institute of Technology. Join them at the Fourth MCPC World Conference on Mass Customization & Personalization (MCPC 2007, Cambridge/Boston, October 7th – 9th, 2007) to debate what’s viable now, what did not work in the past, and what’s lurking just below the radar. There’s no better place to meet the people looking ahead to the future of customization, personalization, and user co-creation. The format is fast-paced, with 150+ speakers over three main days. A Business Seminar at HEC Montreal on October 11th will provide a focused top-management-view on mass customization in retail and the future of virtual identities. For conference information, schedule, and registration, head to mcpc2007.com.

30 08, 2007

Open Innovation Widget — Fellowforce creates open line between users and companies

By | 2018-05-07T15:31:34+00:00 August 30th, 2007|Co-creation, Crowdsourcing, MCPC 2007, Open/User Innovation, Technologies & Enablers|

Fellowforce OI BoxAs of today organizations can integrate an widget into their websites to enable consumer-generated innovation, a solution to solicit ideas, suggestions and innovation proposals.

The widget has been developed by FellowForce. Their founder and Head of Marketing, Ruben Robert, will be a presenter at the MCPC 2007 conference.

In a press announcement, Jeff Crites from Fellowforce North America explains:

„We started our platform for Open Innovation two months ago, and since then we’ve received ideas and suggestions for leading brands worldwide. The idea for this new service is due in large part to a submission in our own innovation box. A Fellowforce ‚Fellow‘, Marcel Heinkens of the Netherlands, suggested we offer an Open Innovation widget for websites. Today, four weeks later, we’re introducing the ‚Innovate Us‘ button, enabling any business to welcome ideas from a global force of innovators“.

The ‚Innovate Us‘ button is like a ‚Digg-this‘ application for innovation, empowering and encouraging consumers to submit ideas to company controlled (Fellowforce enabled) innovation boxes. „We prefer to call them Innovation Boxes because consumer participation is more than just a feedback tool“, adds Crites, „it’s a driver for innovation. And for companies, this is like having a souped-up RSS aggregator to manage idea feeds.“

What is the effect of such a widget?

Well, I think it is not largest innovation of innovation. But it is a great signal that companies are taking their users more and more seriously. Companies are making a statement that they believe in open innovation and value ideas from the outside. And I am curious to hear on Ruben’s MCPC 2007 presentation how this will
work out.

Context: Have a look in the updated MCPC 2007 program to find more then 20 other presentations on open innovation: http://www.mcpc07.com/draft_program_MCPC2007.pdf

8 08, 2007

Bikers Want Customized Motorcycle Seats, Custom Fit Study Finds

By | 2018-05-07T15:31:36+00:00 August 8th, 2007|Cases-Consumer, Customization Trends, Fabbing, MCPC 2007, Research Studies, Technologies & Enablers|

Motorcyclists are in favor of customizing their motorcycle seats according to their body geometry. A survey on customization of motorcycle seats carried out as part of the European funded project Custom-Fit, found that 81% of the survey respondents support the idea of a customized seat.

Custom Fit LogoThe Custom-Fit project is investigating new techniques for customizing a product based on Rapid Manufacturing (RM). The project is supported with almost 10 millions Euro by the European Community and is one of the largest projects in the area of customization (Disclosure: I am a member of the project’s scientific advisory board).

As explained in the previous posting, RM allows parts to be manufactured directly and automatically using 3D computer-aided design (CAD) model. The new technique will enable consumers to buy products that are built to the exact requirements of the consumers. A motorcycle customized according to body geometry is one of the products which the project is investigating. Other possible applications of the new technique include prosthetic sockets, helmets, mandible implants and knee implants.

The survey was recently carried out by Loughborough University in UK, who is a partner in the project, and received 3200 responses from motorcyclists worldwide. In the survey, majority of the respondents owned a motorcycle and do not share their motorcycle with another person. Although only half of the respondents said that they had experience of discomfort from their motorcycle seats, but majority felt the discomfort during long distance travelling. In addition, more than half of the respondents are willing to pay a premium for the customized seat and many were willing to wait longer.

Professor Richard Hague, Head of the Rapid Manufacturing Research Group in Loughborough University, said: “These initial results show that there is wide support for customised goods – even if initially they are more expensive and take longer to produce.” (Note: Richard Hague chairs the Rapid Manufacturing Track at the MCPC 2007 conference!)

The next phase in the project will be to investigate the technical practicality of designing a motorcycle seat based on the scan data of the consumer’s body profile. Research on how to obtain the body geometry has already started and the project is is now working on defining a “comfort map”, which is a combination of the pressure map and the discomfort zones.

This result is used to identify the area on the seat which needs to be redesigned and the new seats will be testes on motorcycles. At the same time, the management issues involved in providing a customization service for motorcycle seats have also been studied. The project has identified the possible ways to offer the service to the consumers and is studying the supply chain implications of introducing such a service.


– More results from the Custom Fit project will be presented in several talks on the MCPC 2007 @ MIT !

Custom-Fit is an industry led project to investigate the possibility of moving towards knowledge based manufacturing and customized production through integration of knowledge in Rapid Manufacturing, Information Technology and Material Science. Funded under the Sixth Framework Program, the project involves 33 partners from around Europe. The aim is to create a fully integrated system for the design, production and supply of individualized products. It has targeted product for implementing the new technology, including motorcycle seats, helmets, implants and prosthesis. Project homepage: http://www.custom-fit.org/

8 08, 2007

MCPC 2007 @ MIT — Program Online: More than 150 Presentations Selected for the MCPC 2007 Conference at MIT

By | 2018-05-07T15:31:40+00:00 August 8th, 2007|Customization Trends, General, MCPC 2007, Personalization, Research Studies|

The 2007 World Conference on Mass Customization & Personalization is coming closer. Finally, an overview with all presentations accepted from the „Call for Papers“ is available. Just click on the banners below for more information.

Information about the MCPC 2007 Research & Innovation Conference at MIT:
MCPC 2007 @ MIT - program information

Information about the MCPC 2007 Business Seminar at HEC:
MCPC 2007 @ HEC - program information

All conference information is at http://www.mass-customization.de/mcpc07/

5 08, 2007

MCPC 2007 Montreal Business Seminar: An Extreme Makeover of Retail – Program online

By | 2018-05-07T15:31:42+00:00 August 5th, 2007|Customization Trends, Events, General, MCPC 2007, Personalization, Research Studies|

Don Tapscott, author of Wikinomics, and Mike Gray, Supply Chain Evangelist at Dell, Inc. to keynote MCPC 2007 business seminar

The second part of the MCPC 2007 will be in the form of a business seminar hosted by My Virtual Model, Inc., at HEC Montréal—Canada’s oldest business school. It addresses the application and implications of mass customization and personalization in retail. The business seminar is presented by MVM.com

An Extreme Makeover of Retail


Personalized advertising is transforming marketing, advertising and the media business. Virtual identity, product placement in games and movies, televisions and ads, social shopping and communities are driving and transforming forces in the market. How will merchants, brands and retailers address this new wave of interaction? The business seminar features the new breed of entrepreneurs: investors, advertisers and researchers in E-commerce, gaming industry leaders, TV and movie special effect providers and new media innovators in PDA, iPods, SMS, RSS feeds and even RFID.

Keynote Speakers at the MCPC 2007 Business Seminar

Don TapscottDON TAPSCOTT, Chief Executive of New Paradigm, Adjunct Professor of Management at the Joseph L. Rotman School of Management, University of Toronto

Don is an internationally renowned authority on the strategic value and impact of information technology. He has authored or co-authored eleven widely read books on technology and business, including his most recent Wikinomics: How Mass Collaboration Changes Everything, which will form the basis of his presentation. He is also the author of The Naked Corporation, Digital Capital and Growing Up Digital.

Mike_grayMIKE GRAY, Supply Chain Evangelist – Dell, Inc. With Dell for over 15 years, Mike is considered an expert on Dell’s unique approach to supply chain management. He has been a lead architect for many of the business processes that allow Dell to achieve its unprecedented levels of inventory while maintaining industry-leading customer service.

Mike Gray is a lifetime Certified Purchasing Manager (C.P.M.) with the Institute for Supply Management (ISM) and is also certified in Integrated Resource Management (CIRM) by APICS, the Association for Operations Management.

Don and Mike’s presentations are framed by four panel presentations. Experts, specialists and leaders scheduled to participate in the „Extreme Makeover of Retail“ seminar include:

Sean Belka, Senior Vice President, Online Strategy for Fidelity Personal Investments(FPI), unit of Fidelity Investments

Robert Bonneau, President of Global Wine and Spirits

Lukasz Gadowski, President and Founder of Spreadshirt

Louise Guay, President and Founder of My Virtual Model

Philip Jacob, Founder of StyleFeeder, computer, programs architect and entrepreneur

Kirk Jones, Director, Nike ID Innovation

Michael Kahn, Vice President, Account Manager, double click performics.

Paul Miller, Senior Vice President Direct Commerce Sears Holdings Company

Jacques Nantele, Secretary General, HEC.

John G. Palfrey Jr., Clinical Professor of Law & Executive Director at The Berkman Center for the Internet and society at Harvard Law School

Frank Piller, Researcher & Author, Chair Professor of Management at RWTH Aachen University Germany, and Founding faculty member of the MIT Smart Customization Group

Sean Ryan, CEO of Meez

Christian Stegmaier, Head of Life Style, Reebok International Ltd

Jarmo Suominen, Professor of Mass Customization, Director of the Future Home Institute University of Art and Design Helsinki, Guest Researcher at the MIT.

Marybeth Thomson Luber, General Manager Custom Archetype Solutions Inc.

Paul Trevitchick, CEO and Co-Founder, Parity Communications Inc.

Joshua Young, Product Imaging Operations Manager of Nike Apparel US

Registration for the seminar and much more information here.


This business seminar is part of the MCPC 2007 World Conference that will take place from Oct 7-10 on the MIT campus in Cambridge, MA, USA, and from Oct 10-11 at the HEC Montreal, Quebec, Canada. The MCPC 2007 is the largest event in the field of mass customization and personalization. More information here.

22 07, 2007

CATER – Mass Customization in the Automotive Industry: New European Project Wants to Shift Auto Customization to a New Level

By | 2018-05-07T15:31:46+00:00 Juli 22nd, 2007|Cases-Industrial, Events, MCPC 2007, Research Studies|

CaterFree Workshop in Nice Will Present First Results on Sept. 11, 2007

CATER is a 3-year collaborative research project launched in September 2006 and supported by the European Commission aiming at developing innovative ICT tools and methods for mass customization of vehicles as well as new approaches to automotive design principles. The research consortium includes 14 major European and Asian organizations in the field ranging from vehicle manufacturers (VOLVO, FIAT), OEMs (IC:IDO, Imartis, etc.) to research centres and universities (Fraunhofer, CERTH, University of Nottingham, Nanyang Technological University, Universiti Malaysia Sarawak, etc.).

CaterstructureCATER introduces systems and methodologies that go beyond the traditional approaches of automotive OEMs and in which design is driven by cross-cultural and emotional aspects of customer needs. This is enabled through integration of innovative ideas from diverse expertise of both Europe and Asia. The project also advocates networked business in the automotive field, aiming at a better integration of stakeholders (from OEMs to customers) within the supply chain, to support product planners and designers; while the customers can design their own vehicle via a VR interface in a 3D Web environment.

The image on the left illustrates the various expected benefits brought by CATER to the different stakeholders (click for full scale).

To reach its overall objective of enhancing MC in the automotive industry, CATER will develop according to its work program (see second picture on the left):

“- A semantic notation system, used by engineering teams addressing customers citarasa (Note: Citarasa is a Malay term that refers to emotional intent and aspirations).

Caterprocess– A citarasa engineering methodology, involving elicitation of customer expertise and citarasa in vehicle purchase, and mapping these to vehicle design by concurrent engineering team.

– A teardown database for product development & benchmark for both manufacturers & suppliers.

– A ‘Do-it-Yourself’ design system, powered by citarasa to support customers’ configuration tasks.

– A database architecture based on the previous components supporting the n-business paradigm.”

The CATER workshop

CATER is organizing its first dissemination workshop on September 11, 2007 in Nice (France) to present its first results as well as discuss the state-of-the-art in mass customization of vehicles.

Speakers from the automotive industry will introduce their views in the workshop with regard to new design and vehicle customization principles while several innovative aspects of the CATER project will be presented, such as: the Citarasa Engineering Approach (emotional design concepts), the Web Based Do-it-Yourself-Design system for self-customization of vehicles and VR Interfaces for the customers and the automotive manufacturers product planners, which are the main objectives of the project.

Participation is free but pre-registrations are compulsory.

Note: The MCPC 2007 conference at MIT in October 2007 also will feature a special track on mass customization in the automotive industry, including a presentation on this project.

18 07, 2007

MCPC 2007 — Latest Program Information — Registration Is Now Open

By | 2018-05-07T15:31:49+00:00 Juli 18th, 2007|Events, General, MCPC 2007, Research Studies|

MCPC 2007I did not blog for a while about the MCPC 2007 conference. But in the meantime, we did organize the program and really stepped forward in making this conference happen.

Here are some general information on the conference. In the coming weeks, I will feature in individual postings some special presentations that will be given at the event!

The 2007 World Conference of Mass Customization & Personalization (MCPC 2007) will become a high profile and truly interactive event for the mass customization research and practice community on the MIT campus on Oct. 8 and 9, 2007. On Oct 11, a special business seminar will be held in Montreal.

(1) Program Overview

Our program committee selected from the submissions of more than 400 authors about 150 papers and proposals for presentation at the conference. Besides the latest research on mass customization, personalization, and related topics like user innovation, we are very glad that also a large number of managers from leading companies will share their success stories and challenges from running a MCP business.

In addition, we will have academic keynotes of several top MIT researchers, including
Eric von Hippel (Sloan School of Management),
Marvin Minsky (“inventor” of artificial intelligence), and
William Mitchell (Professor of Architecture and Media Arts and Sciences at MIT Media Lab).

Also the expert who made mass customization known and developed the original concept in detail, B. Joseph Pine II, plans to attend and keynote the conference.

In total, we will have much more than 200 participants on the program!

The business seminar on Oct. 11 in Montreal — a one-day focused event of high-profile invited management presentations — gets in great shape in the moment. We will have companies like Dell, Google, Rebook, Nike, Fidelity, among many others, presenting their latest customization and personalization initiatives. Montreal is an easy 4-5 hour drive away from Boston; and the trip though the New England Indian Summer should be a great experience at this time.

More information on the Montreal program will follow very soon in a separate posting. Please make your own travel arrangements, there is no central group travel organized by the conference.

(2) Registration

Conference registration is now open online.

Participants can register until the beginning of the conference. On-Site registration is possible as well. The early registration discount however ends on Sept 1, 2007 !! You can either register for the MIT event only or enjoy a special discount when registering for the Montreal business seminar as well.

(3) Program and Scheduling

The final program will be ready at the end of August once we have the feedback and commitment by all authors to come and present. General presentations will be scheduled either on Oct 8 (between 10.15-6.15) or on Oct 9 (between 10.15-4.45).

The MCPC 2007 will start with our opening keynote session on Sunday, Oct 7, at around 3:30pm, followed by an opening reception. Earlier on this day, there will be s special interactive workshop program. More information on this will follow soon.

The MIT part of the conference ends on Oct 9 with a closing keynote panel at about 6pm.

The Montreal part will start on Oct 10 with an evening reception and go until Oct 11 night.

(4) Sponsorship Opportunities and MIT Smart Customization Group

If your organization, company, or consultancy is interested in supporting the MCPC 2007 conference at MIT and exhibit your services, products, or MC offerings during the conference, please contact Betty Lou McClanahan who will discuss any possible arrangement with you (contact data at the end of the posting).

Also, for corporations who want to continue to work with MIT after the conference, the MIT Smart Customization Group, part of the MIT Design Lab, is a great initiative to join. You find more information on this group here: http://design.mit.edu/smartcustomization/

There will be a special information session on the MIT Smart Customization Group during the conference, and again Betty Lou is glad to discuss any options of working with MIT students and researchers on mass customization.

(5) Hotel Booking

On the conference web site, you find a list with hotels. We got a special room block at the Marriot Cambridge, which is just on the MIT Campus.

Also, the Renaissance Cambridge and the Kendall Hotel are within steps from the conference site. The Hotel Marlone, the Royal Sonesta, and the Hotel@MIT are in easy walking distance (<10 min.). As October is a busy season in Boston, hotel prices are not cheap. So as an alternative, you may want to stay in a cheaper motel outside Boston (e.g., at Route 1 north of Boston) and drive to the campus (parking is available at public garages for about 15-20 $/day).

Or check Craigslist where you may find a cheap room sublet (listings for Oct will not be in before mid of Sept).

There also is a helpful site at MIT with guest houses and B&Bs.

Context: MCPC 2007 contacts and more information:

Registration and Payments:
Nicole Silva
MIT Conference Services
Phone: 617-253-0116
Fax: 617-258-7005
Email: conferences-www AT mit.edu

Sponsorship and Organization:
Betty Lou McClanahan
Program Manager, MIT Media Laboratory
20 Ames Street, Room E15-228
Cambridge, MA 02142-1308, USA
Phone: 617-253-0630,
Fax: 617-258-6264
E-Mail: bl AT media.mit.edu

Abstract / Paper Updates and Modifications:
Dina Franzen
RWTH Aachen University, TIM Group
Phone: +49 241 809 3577
Fax: +49 241 809 2367
Email: franzen AT tim.rwth-aachen.de

Program Planning and All Other Questions:
Frank T Piller
RWTH Aachen University, TIM Group
Phone: +49 241 809 3577
Fax: +49 241 809 2367
Email: pillerAT tim.rwth-aachen.de

3 03, 2007

MCPC 2007 Paper Submission System Finally Online — Submit Your Proposal to Speak at MIT until April 2, 2007

By | 2018-05-07T15:32:26+00:00 März 3rd, 2007|Events, General, MCPC 2007, Research Studies|

The 2007 World Conference on Mass Customization & Personalization (MCPC) at MIT (Boston, USA) and HEC Montreal (Canada), October 7-12, 2007


Finally, and with some delay, the submission system for the MCPC 2007 is ready and online. You can now submit your speaking proposals for the upcoming World Conference on Mass Customization & Personalization (MCPC) — the premier event in this area.

Bridging academic research and management practice, the conference provides an interactive and interdisciplinary platform to share ideas about mass customization strategies and to discuss the latest technologies and enablers.

The Conference VenueFor the first part of the conference, taking part on the MIT campus in Cambridge, MA (Boston area), we invite submissions and speaking proposals. The conference is designed to engage academics, business leaders and consultants in fundamental debates through a set of plenary presentations, discussion panels, and paper presentations.

We especially welcome submissions from managers and consultants reflecting upon the conference theme.

Download the most important conference info as PDF: the call for papers and a checklist with all information how to prepare your submission.

You can submit two types of papers:

Full papers: Max 25 pages (12pt font, double line spacing). Only full papers will be considered for the conference’s Best Paper Award.

Extended abstracts: For work in progress (about 4-8 pages), but including also comments on the research question, the methodology, data and empirical methods used (if applicable), and discussion of the results.

To submit a paper (practitioners: presentation proposal), please use ONLY the online submission system on the conference web site (www.mcpc2007.com). All papers will be double-blind reviewed.

Important dates

April 2, 2007: Deadline for submissions (extended)
June 1, 2007: Final notification of accepted contributions
Oct 7-9, 2007: MCP Research & Innovation Conference at MIT
Oct 11-12, 2007: Business Seminar in Montreal

For the 2007 conference, we invite submissions for many different topics and themes in the field of mass customization and open innovation:
. The following topics are just some examples:

Mass customization in practice

This track is open for submission of acting managers and entrepreneurs from mass customization and personalization businesses. We ask for presentations which do not focus on presenting just your company or business idea, but on sharing your experiences and success factors of executing mass customization.

Presentation proposals for this track should follow the general guidelines for submission (extended proposal introducing your mass customization offering, the focus of your talk, and some of the key results you plan to present). Proposals should be submitted with the online submission system.

Mass Customization Case Studies (Teaching)

The MCPC 2007 will be followed by a special session in Montreal focused on case studies for mass customization. The idea is to develop material to teach mass customization better. We invite submissions of case studies dealing with mass customization and personalization. Cases must be original work based on real events, people, and organizations. They must be accompanied by a teaching note and not have been previously published or accepted for publication. The presentation of the cases will be held in Montreal on October 12, 2007. Authors of the best cases will be invited to submit their work to a special issue of the International Journal of Mass Customization or a special issue of the International Journal of Case Studies in Management. Cases should be submitted with the online submission system and authors must follow the MCPC paper submission process and deadlines.

Special Sessions

Today, there are examples and applications of MCP in all industries and sectors. The MCPC 2007 does not focus on one particular industry, but wants to provide a platform to exchange ideas beyond disciplines and industry borders. We are however especially interested in applications and examples in the following fields where we recently see a lot of interesting momentum in MCP:

* Mass customization, personalization and user innovation in architecture, housing and construction
* Automotive Customization 3.0: Bridging pimped rides with option lists
* Mass customization of services, e.g., in the financial and hospitality industries
* Mass customization of health services & products (pharma-cogenetics)
* Extreme customizing: What can we learn from extreme, leading edge examples of customization and personalization.

But there are also many other tracks which provide plenty of opportunities to discuss your knowledge in the field.

Context information:
Full call for papers with all information.
Checklist with all information how to prepare and upload your submission.
Previous posts with MCPC information.

23 02, 2007

Automotive Customization 2.0: The MIT City Car project

By | 2018-05-07T15:32:38+00:00 Februar 23rd, 2007|Cases-Consumer, Customization Trends, Design, MC Alternatives, MCPC 2007, Personalization|

The MIT city Car - Personalization in the auto industryThe MIT City Car project was one of the initiators to host the upcoming MCPC 2007 World Conference on Mass Customization & Personalization at MIT. Coordinated by the MIT Media Lab, this project looks into the future of the car. And this future is much more than faster engines, a futuristic shell or more entertainment features in the car, but it is all about delivering a highly personalized mobility solution.

The main idea: The future of the car is a shopping cart. Well, a very special shopping cart. Sponsored by General Motors Corp., a team lead by MCPC 2007 conference chair William Mitchell and MCPC 2007 coordinator Ryan Chin, is building a prototype of a lightweight electric vehicle that can be cheaply mass-produced, rented by commuters under a shared-use business model, and folded and stacked like grocery carts at subway stations or other central sites.

The Boston Globe recently published a nice update about this project, and also has a great interactive graphic on its site that explains the concept. “Dreamers have been reinventing the wheel since the days of cave dwellers. But the work underway in „the Cube,“ the Media Lab’s basement studio, may be the most ambitious remake yet.”, Globe writer Robert Weisman reports in this article.

The main idea to totally redesign the car was to move everything what today drives and controls the car into the wheels. Embedded in each of its four wheels will be an electric motor, steering and braking mechanisms, suspension, and digital controls, all integrated into sealed units that can be snapped on and off. With this design, the rest of the car can be designed totally new from the sketch. By removing as much hardware from the car as possible, a totally new design is possible.

Citycyr2The main visible feature is the car’s stackability. The idea is that you do not own a car, but just take one within a city when you need it – a modern interpretation of the (perfect) Boston based car sharing service ZIP car or Germany’s “Call-a-bike” system. As space is often a constrain in the city, cars will be foldable away to occupy as little space as possible when not in use. It is much easier to see than to explain how this will work, so have a look at this interactive graphic.

But the MIT team still recognized that cars often are an object of personal impression and more than just a seat in a public transportation system. This is where personalization comes into this system. . „We think of the car as a big mobile computer with wheels on it,“ Ryan is quoted in the Globe article. „This car should have a lot of computational power. It should know where the potholes are.“ And it also knows how you like your car. Once you have rented a car, the software that sets passenger preferences, changes the color of the cabin, controls the dashboard look and feel, and even directs drivers to their popular parking spaces next to their destination.

As the MIT researchers envision it, the City Car won’t replace private cars or mass transit systems but ease congestion by enabling shared transportation in cities. Commuters could use them for one-way rentals, swiping their credit cards to grab a City Car from the front of a stack at a central point such as a school, day-care center, or office building. „What you’ll be buying is mobility,“ Chin said.

„The existing infrastructures can’t support the population growth that we’re seeing, so we’re going to have to find viable alternative vehicles like the one MIT is designing,“ Rebecca Lindland, director of automotive research at Global Insight in Lexington, is quoted in the Boston Globe article.

The MIT City Car concept transfers a piece of hardware into a product-service-system that delivers a truly customized service as a bundle of products and service components, some mass produced, some adaptable, some customized for each user. The first real working prototype of this car is scheduled for presentation on the MCPC 2007 conference. „I think we’ll be driving it around the interior of our building,“ Chin said, „and hopefully ask the MIT police to let us drive it around a parking lot.“

In a dedicated track on this conference, we invite researchers and managers to discuss this concept and present their own visions of the custom car of the future. (http://www.mcpc2007.com). In general, the idea of product-service-systems is a promising option for many customization offerings in several industries:

– Why not add a custom training plan to your custom sports shoe? (a great example for this is the Nike Plus Personalization program)
– Customization of cell phones may not only include a custom cover or your personal ring tone, but a service that configures your phone to your profiles, adds your phone books – and comes with your personal service plan that adjusts the pricing structure to your personal need.

4 12, 2006

2007 Mass Customization Event Preview (I): MCPC 2007 Web Site Launched

By | 2018-05-07T15:33:04+00:00 Dezember 4th, 2006|Events, General, MCPC 2007|

MCPC 2007 Web Site

The World Conference on Mass Customization & Personalization (MCPC) is the primary event in this domain. Bridging between academic research and management practice, the conference provides an interactive platform to learn about mass customization strategies and to discuss the latest technologies and enablers.

On October 7, 2007, the fourth MCPC will start at the MIT Media Lab, Massachusetts Institute of Technology, in Cambridge / Boston with an interdisciplinary focus on the new advancements in the field (Oct. 7-10, 2007). The second part of the conference, hosted by HEC (Hautes Études Commerciales) Business School in Montreal, will address in the form of a business seminar the challenges to bring mass customization and personalization in retail (Oct. 11-12, 2007).

Today, we finally could finish the first version of the MCPC 2007 web site. Go there to get all details how you can contribute to this event and present your mass customization work or research.

I will keep you updated on all developments and news regarding the conference. The teams at MIT and HEC are working very hard in the moment to get the conference running. More exciting news will come in the next weeks.

More MCPC 2007 information:
– Download MCPC 2007 Flyer
– Download MCPC 2007 Call for Papers & Speaking Proposals
– Website: http://www.mass-customization.de/mcpc07/

Context information: In June 2007, Thorsten Blecker organizes again the Joint Conference of IMCM’07 & PETO’07 (June 21-22, 2007, Hamburg/Germany): „Innovative Processes and Products for Mass Customization”, a research focused smaller event on mass customization in Hamburg (more information here). While I personally only endorse the MCPC 2007 and believe that one focused general MC event is sufficient and more beneficial, I am of course happy about any platform for sharing information on mass customization. But I consider special tracks and sessions as part of established general conferences (like POMS, INFORMS, AOM, etc.) and national events (like the FiMCP event) as the more efficient and effective ways for such a discussion outside the MCPC conferences.

But if you understand German, you don’t have to wait until October 2007. In February 2007, the next German-language business seminar on mass customization will take place in beautiful Salzburg. More information on this national event in the next posting.