4 04, 2012

Invitation: The Personal Economy – Free Seminar Talk at MIT Media Lab. April 10, 2pm

By | 2018-06-14T07:13:26+00:00 April 4th, 2012|Customization Trends, Events, MIT SCG, Personalization, Research Studies|

Great chance for anyone in the Boston area to reconnect!

THE PERSONAL ECONOMY: From Custom Sneakers to Personalized Medicine
A strategic framework to turn heterogeneous customer needs from a thread into a huge profit opportunity

Mit-media-lab_new-wingMIT Smart Customization Group Seminar Series

2-4pm, Tuesday, April 10, 2012
New MIT Media Lab (E14), 6th floor Lecture Theatre

Location: http://whereis.mit.edu/?go=E14 (street parking is very limited)

What started with customized jeans, personalized sneakers, and engineer-to-order machine tools has become the core element of disruptive industry development: personalization and customization of products and services. Credit card contracts are being customized to a consumer's spending profile, broadcasted radio changes to a media stream fitting just our mood and preferences, blockbuster drugs are being replaced by personalized medicine based on real time data tracking, and instead of a "world car" we just buy mobility when we need it where we need it how we need it.

But what are the fundamental elements of a successful mass customization enterprise? Over the past decade, we have studied mass customization in more than 200 different organizations. Recently, we finalized the MC500, the world's largest benchmarking study of mass customization companies in the consumer goods industries. We found that mass customization is a strategic mechanism that is applicable to most businesses, provided that it is appropriately understood and deployed.

To do so, we have identified three core capabilities that allow companies to profit from mass customization: robust process design, choice navigation and solution space definition.  This presentation will use a mix of case studies and empirical data from the ongoing MC500 research initiative to show the relationships between these capabilities and their impact on firm performance. We will comment on implications of our research for entrepreneurs, managers in established companies, investors and VCs, and for future scholarly research.

The seminar talk is a free public event — just stop by!

18 12, 2011

The $1 Million Zazzle Innovation Challenge: What is your great idea for the next in mass customization?

By | 2018-06-14T07:14:54+00:00 Dezember 18th, 2011|Cases-Consumer, Crowdsourcing, Customization Trends, Events, Long Tail, MC & Art, MCPC2011, MIT SCG, Open/User Innovation, Personalization, Service Customization, Technologies & Enablers|

Here is your perfect thing to do over the Christmas holidays:


Zazzle, a leading platform for quality custom products, is hosting their first "One Million-Dollar Innovation Challenge" to launch the development of the next, most innovative customization product or company.

This can be an idea for a new consumer product, but also one for an innovative service, health, business to business or whatever offering … Feel free to bring mass customization to a new level!

The contest had been announced during the MCPC 2011 conference dinner. It is hosted in association with MIT's Smart Customization Group and UC Berkeley's Center for Corporate Innovation,

The Million-Dollar Innovation Challenge and prize is open to any person or company with an idea for a customizable product. Applicants must create a one-minute video, describing their product and explaining why their innovative concept is special and will contribute to the growing movement of mass customization. Applicants will be judged on innovation and economic viability.

Jeff Beaver from Zazzle announces the Challenge. Photo by Bruce CookThe winner will gain access to Zazzle's world-class engineering team, which will support the winning project with software development, exclusive proprietary design tools and 3-D product visualization technologies. Additionally, Zazzle will fund the project with resources to develop a global product-marketing plan and launch the product to a worldwide audience of tens of millions of potential consumers. The winner will also receive mentorship from a veteran panel of potential investors and industry leaders, in addition to introductions to Zazzle's many brands and partners.

Zazzle will announce five semi-finalists on February 24, 2012. Academic experts, industry executives and active investors will help refine the concepts and plans for final evaluation and judge the presentations.

For more information, including objectives, application, rules and prize details, visit www.Zazzle.com/challenge.

15 08, 2011

#mcpc2011 Program Highlights: 130+ session presentations, 20+ keynotes, and great networking

By | 2018-06-14T09:43:51+00:00 August 15th, 2011|Events, General, MCPC2011, MIT SCG, Open/User Innovation|

MCPC2011_compact_small We are now working full pace to finalize the program planning for the MCPC 2011 conference. I don't know whether it was our co-chair Henry Chesbrough, the cooperation of four top universities like UC Berkeley, MIT, RWTH Aachen, and HKUST, our theme "Bridging Mass Customization and Open Innovation" or just the location San Francisco, but we go a really huge feedback on our call for proposals.

Also, the current news about the Cafepress IPO and rumors on more MC companies hitting Wall Street are building the excitement about the conference.

After a more critical review process compared to the previous years (about 35% rejection rate) of our program committee, we are proud to present more than 130 presentations in the main program and more than 20 plenary talks, panels, and keynotes in the business seminar.

The full program will be published in structured form on the conference website soon, but I will feature in a series of blog posts in the coming weeks some of the great content that will be presented at the MCPC.

Here some facts on the event:

Nov 16-19, 2011 – San Francisco Airport Marriott Hotel – mcpc2011.com

– Speakers from more than 25 different countries — meet some of the top researchers in the field or the entrepreneurs that shape the field

– At least 45 sessions over the entire program, providing an in-depth view on many topics to build, implement, and run a mass customization program or to profit from open innovation and customer co-creation.

– Featured showcase sessions on special topics, bridging mass customization and open innovation

– Case Study Sessions – learn from direct experiences of entrepreneurs and managers DOING mass customization and open innovation

– Plenty of room to learn from latest research and studies

– Exhibition of technologies and enablers for mass customization and open innovation

– Networking receptions every evening, plus plenty of space to discuss during breaks and lunches

(Hint: If you are really curious, you already can get a sneak preview of many presentations in the parallel sessions here in the conference submission system. But this has a rather messy layout and no structure — wait for a better version and also all plenary talks on the main conference site)

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 (reduced rates until Sept 30)

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

– More news about the conference in this blog

2 03, 2011

MCPC 2011: Submission System Open: Submit your speaking proposal now!

By | 2018-06-14T09:44:37+00:00 März 2nd, 2011|Events, MCPC2011, MIT SCG|

Conference logo wide

The 2011 World Conference on Mass Customization, Personalization, and Co-Creation (MCPC 2011): San Francisco Airport Marriot Hotel & Conference Center, November 15-19, 2011 
| Download Call for Papers | Submit your Proposal here

The system to submit ypur papers and speaking proposals for the MCPC 2011 is online! The most important information follows below, but you also can download the updated MCPC 2011 Call for Papers here.

The MCPC 2011 wants to engage academics, business leaders, and consultants in fundamental debates through a set of plenary presentations, discussion panels, and paper presentations.

The 2011 conference will consist out of four major elements:

  • The "Research and Innovation Conference" is an academic-style conference, with a broad call for papers. All contributions are peer reviewed by at least two reviewers. An international program committee and many ad-hoc reviewers support the program chairs with this process. Presentations are organized in parallel tracks, with plenty of time for discussions and feedback. The conference has the policy of "all participants, including presenters, have to pay the registration fee" that is characteristic for academic conferences.  This open call for papers & presentations relates to this part of the event!
  • The "Business Seminar" provides an innovative platform for managers DOING mass customization and open innovation as the core of their business.
  • Networking events: A sponsor's marketplace & exhibition, social events like networking lunches, conference dinners, and cocktail receptions.
  • Pre-Conference Show: A press event and pop-up exhibition in a great offsite location.

How to submit your paper and presentation proposal

We invite you to submit your best work, addressing the conference theme along one or more of the questions asked in the detailed call for papers (PDF). We especially seek papers which follow the idea of "engaged scholarship", i.e. which are relevant to both practice and research.

You can submit three types of proposals (Page limits include references and figures):

  1. Full papers: Max. 10 pages, according to the formatting guidelines (http://bit.ly/g8y1Tr). This is the preferred form of submissions.
  2. Short papers / extended abstracts for work in progress (3-5 pages), but including comments on the research question, the methodology, data and empirical methods used (if applicable), and a discussion of the results. Please also use the formatting guidelines for preparing your extended abstract (http://bit.ly/g8y1Tr).
  3. Presentation proposals (PPT slides) by managers: In order to accommodate practitioners who have interesting results but are not familiar with writing papers, this alternative way for contributing is offered. Mass customization business proprietors, open innovation project managers, services and technology providers are invited to submit a presentation outline in form of a slide presentation (PPT of max. 20 slides, transferred into PDF). 

Please check the detailed Call for Papers for more details on what we expect from a good proposal, how to format your paper, and how to submit it!

To submit a paper (practitioners: presentation proposal), head here

Important dates

April 7, 2011: Deadline for submissions for paper and presentation proposals (via this online submission system only)

June 15, 2011: Final notification of accepted contributions

Aug. 1, 2011: Presenter registration deadline

Nov 16-17, 2011: MCPC 2011 Business Seminar (optional registration required)

Nov 18-19, 2011: MCPC 2011 Research Conference and Presentation Sessions

More information

6 01, 2011

MIT Event on Feb 16 — Mass Customization: Massachusetts‘ Hidden Tech Cluster

By | 2018-06-14T09:44:55+00:00 Januar 6th, 2011|Events, MIT SCG|

Mit_logo Panel Discussion and Demonstrations by Local Mass Customization Companies at MIT Media Lab

More mass customization at MIT! Amy Goggins from the MIT Enterprise Forum of Cambridge has put together a great MIT networking event on Feb 16, evening !

(NEW DATE DUE TO SNOW STROM! Event has been shifted to the 16th of Feb.)

On Feb 16, the MIT Enterprise Forum of Cambridge will present "Mass Customization: Massachusetts' Hidden Tech Cluster," which will feature a panel and demonstrations by local companies Artaic, Blank Label, Custom Made, FashionPlaytes and Gemvara.

Mass customization combines individual consumer desires with mass production pricing. The internet and automated manufacturing systems are fueling the growth of these businesses in order to enable consumers to customize everything from jewelry and clothing to books. The trend is also fueling the growth of businesses that identify individual consumer needs not previously met and create products to meet those requirements.

Panel Moderator: Katie Rae is the founder of Project11, a firm that invests in and assists early-stage startups, and the director ofTechStars Boston


  • Ted Acworth is the CEO and founder of Artaic, a site that allow customers to design their own mosaics
  • Sharon Kan is a co-founder of Tikatok, a site that provides consumers with the ability to author and publish children's books
  • Matt Lauzon is the founder and president of Gemvara, a site that enables consumers to design their own jewelry
  • Sarah McIlroy is the CEO and founder of FashionPlaytes, an online clothing design studio for girls ages 5-12
  • Sung Park is the president and founder of Umagination Labs, a partnership that identifies and develops new products for consumers


  • Artaic custom mosaic design and fabrication
  • Blank Label allows consumers to co-create their own dress shirt
  • Custom Made connects expert artisans with discerning customers who work with a maker to design a project crafted individually for them
  • FashionPlaytes an online clothing design studio for girls ages 5-12
  • Gemvara enables consumers to design their own jewelry

Program: February 16, 2011

5:30pm: Networking mixer & appetizers
6:15-8:00pm: Talks and demos
8:00-9:00pm: Networking reception

Where:  MIT Stata Center (Building 32), Kirsch Auditorium, 32 Vassar St., Cambridge, MA

Registration and information:

Pricing: Forum members: $25, Non-members: $45. Students from all universities are free with college ID. Pre-registration is encouraged!!

11 05, 2010

Meet 100+ CEOs of Mass Customization Companies and VPs Customization & Personalization of Global Organizations at the MIT SCS 2010

By | 2018-06-14T09:46:28+00:00 Mai 11th, 2010|Events, MIT SCG|

WebSite of the MIT SCS 2010 Seminar We are finalizing the preparations of the MIT Smart Customization Seminar 2010 — only one week to go! And I am really excited — it will become a great event. I just checked the registration database and was amazed about the prominent participant rooster we will get. Indeed – many of the participants could be keynote speakers on other conferences as they really represent the state of the art of innovative business thinking today.

Also the final speaker line-up is terrific, and I am looking forward to learn a lot from our presenters. The final agenda has been
… just the session of the MIT research briefings on Day 2 will be further fine-tuned. And Zazzle will come up with another surprise!

The deadline for online registration for the event has passed, but if you still want to participate, please send me an e-mail (piller@iimcp.org) and I will take care that all readers of my blog will get a seat at the event.

11 05, 2010

The Customization500: Global benchmarking study of mass customization online offerings

By | 2018-06-14T09:46:30+00:00 Mai 11th, 2010|Co-Design Process, Customization Trends, Design, MIT SCG, Personalization, Research Studies, Technologies & Enablers|

Cus-500-red During the opening session of the upcoming MIT Smart Customization Seminar, my colleague Dominik Walcher and I also will present the first results of a very recent global benchmarking study: The Customization500 (Yes, I was inspired for this title by NESTA's Open100).

In the last weeks, we (actually: we and a large team of more than 20 great research associates) evaluated more than 500 mass customization offerings that can be purchased online (and in addition about 200 online configurators of companies where you can configure a product or service online, but then not order it online, e.g. automotive companies). This is, to our knowledge, the largest study evaluating the state of the art of mass customization on the internet. For each configuration site, we got more than 200 data points and evaluations.

This first stage of data gathering will be complemented by a company survey plus consumer surveys on selected offerings. As a result of this study, we hope for a better understanding of the state of mass customization & personalization in the practice, a large collection of "best" and "promising" practices, and also an overview of technologies used for online configuration.

I will definitely report more about the results of this study in the coming months (and in case you are a company that has been part of the benchmarking, just be patient: You will get a mail with your evaluation during the next weeks!). For first results, wait for the opening session of the SCS 2010!

23 04, 2010

How to scale up a mass customization business?

By | 2018-06-14T09:46:33+00:00 April 23rd, 2010|General, MIT SCG, Research Studies, Technologies & Enablers|

SCG LOGO_SEMINAR_compact_small Most mass customization businesses are still rather small. Really small, if we compare their sales and volumes with the comparable category of standard products (I am just talking about consumer goods here, for industrial / BtoB-goods, this is a very different story!). This holds true for most start-ups and companies dedicated solely on mass customization, and the MC units of large established players.

While I do not believe that mass customization at any time will overtake mass produced (or better: high variety, build to stock) assortments, many MC businesses today face the demand to scale their business up. This also is a main topic we want to discuss during the MIT Smart Customization Seminar on May 20-21 at MIT.

While preparing for the seminar, and talking to some of our speakers, I drafted these four factors that influence the ability to scale customization up, i.e. increase the volumes:

  a) Short delivery times. This is what Zazzle and Spreadshirt learned: When you are able to deliver in 24h hours, you have an entirely new market segment, the gift and occasion market. Also take Chocri. With their custom chocolates they do not compete with Mars or Lindt, but with Hallmark and other greeting card companies, or also with book publishers that produce these typical gift books.

  b) Using affiliates and networks. Using your MC capabilities as a platform to enable advanced customers (retailers, country subsidiaries, and other distributors) to customize an assortment that then is produced in small batches (or on demand) to cover local market requirements.

This is what some sports companies do: Connecting mass customization and mass production into one model. In the end, a mass produced item is nothing else then a configuration in a solution space. The main driver for large scale customization in a consumer business will be not the average consumer, but some "customers" customizing for the mass. Like a local retailer that spots a market opportunity for her local market and wants customizes a special batch just for her school. The coach customizing for his team. Or even a country subsidiary of a firm that is creating a special assortment to meet the requirements of a local market.

While this has not been covered as "mass customization" in the past, I would argue, it is! One can apply exactly the same principles compared to customizing something "one to one" and on-demand for an individual consumer.

  c) Marketing communications for mass customization. This is a totally open point, see the previous posting!. There is no research at all (that I know) on how to "communicate" mass customization. What is the best communication policy for mass customization? (in the moment it seems to place "me", "my" or "individual" in front of the brand name).

Until today, researchers have focused on the interaction with customers once they have entered the system (there is plenty of research on how to design the interaction experience in a configurator etc.) But how to communicate customization? This is a major factor to reach new audiences. When I ask during a lecture or talk who in the audience has a custom product or knows about the ability to get one, the majority still has no idea!

  d) Internal change management. Often, the ability to scale mass customization up is constrained by the company itself (especially if you are a large firm like yours). In most companies, MC still is seen as a "pilot" or "something special", often just with a marketing / PR focus. As long as MC is seen internally as such an oddity, it will not scale up. I have seen this in many large corporations. In fact, I just do know very (!) few established large consumer good companies that really have a serious MC offering (serious being defined as "if I close it, I realize it on the balance sheet"). But as long as you don't have a business system that really can scale up (and also has the motivation to do so), it will be a difficult field to achieve.

7 04, 2010

What is the MIT Smart Customization Group?

By | 2018-06-14T09:46:38+00:00 April 7th, 2010|General, MIT SCG, Research Studies|

Download the MIT SCS 2010 Seminar Brochure While organizing the MIT Smart Customization Seminar, I frequently got asked, "What or who is the MIT Smart Customization Group"?

First, the MIT Smart Customization Group (MIT SCG) is a great group of individuals from the MIT community and some affiliates that came together in 2006 to organize the MCPC 2007 conference at the Massachusetts Institute of Technology (MIT). It then became an official research group at the MIT Design Lab with the focus on academic research that matters for the practice. To my knowledge, the MIT SCG is the only research group in the United States dedicated to research on the management and design aspects of mass customization and personalization.

The official mission statement of the group is as follows:

The MIT Smart Customization Group is an MIT-Industry collaboration devoted to improving the ability of companies to efficiently customize products, services, and experiences in various industries and for diverse customer groups. This industry interest group aggregates the key players in the area of mass customization and strives to become a vital community of practice in this field.

The group is part of the MIT Design Lab, an interdisciplinary center at MIT bridging design, architecture, engineering, and management research. The head of the SCG is Professor William J. Mitchell, Professor of Architecture and Media Arts and Sciences at MIT and director of the Media Lab's Smart Cities research group as well as the MIT Design Lab. He was formerly Dean of the School of Architecture and Planning and Head of the Program in Media Arts and Sciences, both at MIT.

Other prominent members include B. Joseph Pine II, Ryan Chin, Kent Larson, Marvin Minsky (Yes, THE Marvin Minsky, godfather of artificial intelligence) and myself (I act as a co-director). 

For more information on the group, head to scg.mit.edu.

BONUS MATERIAL: After you register at the SCG site (lower right corner of the page, free registration), you get access to plenty of resources on mass customization and personalization, including all full text proceedings of the MCPC 2001, 2003, 2005, and 2007 conferences !!! More than 400 papers and presentations! (You see: It sometimes pays to read long, apparently boring blog postings).

One question remains: What is Smart Customization?

Smart Customization is the understanding and development of the underlying principles to effectively and efficiently provide custom products, services and experiences – to master mass customization & personalization.  

Or, in other words, it is applying the capabilities of mass customization in an efficient way to profit from the fact that all people are different.

And a last question: Can I join the MIT SCG?

For academics and scholars, participation is by invitation only, and restricted to MIT affiliates. For companies, the group however offers a great opportunity for interaction and joint research with the MIT.

Following a consortium model, companies can join the SCG' as an industry member. This comes at a price (in the very lower end of typical MIT membership models), and includes the following benefits:

  • Access to a productive group of researchers and executives who exchange information and network with each other, and furthermore, who efficiently use new models, concepts, and results of the latest research within the group.

  • Industry members will become familiar with, and be able to articulate methods of mass customization; become familiar with recent research in the area of mass customization; to think critically in this area; and to articulate their own methods.

  • Get access to the latest research from focused Smart Customization Group initiatives at MIT and other leading universities and labs.

  • Group members will develop and extend their own mass customization capabilities more successfully.

On the 2010 Smart Customization Seminar, we will introduce a current opportunity for joint research. Participate at the 2010 SCG Seminar for more information on this opportunity. Or just go to the MIT SCG website for more information.

25 03, 2010

MIT Smart Customization Seminar (SCS 2010) – Update and Agenda – Registration now open

By | 2018-06-14T09:46:44+00:00 März 25th, 2010|Cases-Consumer, Co-creation, Customization Trends, Events, MIT SCG|

MIT Smart Customization Seminar; May 20-21, 2010, MIT Media Lab, Cambridge, MA

Download the MIT SCS 2010 Seminar Brochure The MIT Smart Customization Seminar (SCS) 2010 provides a unique opportunity for thought leaders and reflective practitioners working on, implementing, or considering mass customization, personalization, and customer co-creation. It will take place in the new Media Lab Extension building.

The 2010 seminar's foremost idea is to connect managers in peer-to-peer interaction to foster an intense discussion, facilitated by presentations from industry leaders and the Smart Customization Group faculty. Following the success of similar events at MIT in October 2007 and November 2008, the objective of the 2010 seminar is to take an intensive look on the success factors and "how to do it” aspects of implementing mass customization, personalization and customer co-creation in a smart way.

The seminar also will provide great networking opportunities for everyone interested in mass customization, personalization, and customer co-creation – inspired by the creative environment of the famous MIT Media Lab.

All-logos-one-bar  Presenting companies at the SCS 2010

 The companies selected by the MIT SCG in 2010 represent some of the most prominent and interesting examples of mass customization, personalization, and customer co-creation in North America and Europe. Each of these companies has made some major achievements and has established a number of best practices for the industry.

For a more detailed description of companies that will present at the 2010 seminar, please have a look in the following postings:

Leaders in mass customization

Leaders in personalization

Leaders in customer co-creation at the MIT SCG Seminar 2010 

In addition to these company presentations, there also will be two sessions where we share the latest research on mass customization, personalization, and customer co-creation.


The final agenda has been published!
it here

Registration: Reserve your participation at the SCS 2010 @ MIT

This is an exclusive MIT Executive Education event. Space in the seminar is limited, so reserve your seat now, and also enjoy the early registration discount until May 10, 2010. The regular registration fee is $2400, or $1795 for registrations until May 10. So just save $800 by registering early! 

Register here

Special Start-Up Scholarship: For members of start-ups focusing on mass customization, personalization and co-creation, a number of MIT SCG seminar scholarships are available: If you qualify, your participation will be co-sponsored by the MIT SCG and will be $490 only — an 80% discount! To apply for this scholarship, just send a short e-mail describing your business to Frank Piller (piller@iimcp.org).

For more information on the seminar, please head to the official event site: scg.mit.edu

25 03, 2010

Leaders in Mass Customization Presenting at the SCS 2010

By | 2018-06-14T09:46:47+00:00 März 25th, 2010|Cases-Consumer, Events, MIT SCG|

SCG LOGO_SEMINAR_compact_small Managers from the following companies will present during the MIT Smart Customization Seminar 2010 (SCS 2010) how they surprise their customers with truly customized products. A special emphasis will be placed on scaling mass customization up and making it a "serious" business model.

Even if you will not make it to the seminar, I believe this is a nice case study selection! Note: "Best practices" named in the following are my personal opinion.

Build-a-bear-logo Founded in 1997, Build-A-Bear Workshop today has become a synonymous for mass customization. With more than 400 stores world-wide, it the largest chain dedicated to the create-your-own trend in the United States. Best practices:

  • Scaling up a mass customization business
  • Creating a truly unique customization experience in a retail environment

Louis_vuitton_logo Luxury brand Louis Vuitton is reinterpreting the individualization trend that has defined the luxury industry since many decades. Mixing modern interactive media and craftsmanship, LV creates entirely new experiences for its customers by customization and personalization. Best practices:

  • How to utilize the latest personalization services on the internet
  • How to combine a strong company heritage with latest technologies

Legologo Lego Group is one of the most recognized toy companies in the world. In many ways, its core building system – based on the LEGO® brick- is a classic example of effective modularization. In recent years, the LEGO Group has added entirely new layers of customization to its offerings, including LEGO Design ByME, a true mass customization experience on the internet. Best practices:

  • Using customer communities to test and launch a mass customization offering
  • Effective change management towards adapting established manufacturing, supply chain and marketing processes for customized products

Mymuesli myMuesli has become one of the largest and most successful European mass customization companies, building on today's mega-trend of customizing food and nutrition. Learn how the company became an international leader in just a few years and what will be next. Best practices:

  • How to scale-up a mass customization start-up to become an international category leader
  • Customer interaction systems for repeat orders in mass customization

Archetype-indi Since many years, Archetype Solutions enables large US brands in the fashion industry to offer customized items. In 2008, Archetype went BtoC by opening indiDenim and indiTailored, two of the leading consumer-direct services that offer truly custom-made jeans and dress shirts. Best practices:

  • Building a platform to enable established brands to offer mass customization
  • Latest trends in customer interaction for fashion related products

Chocri_logo_small Named "start-up of the year" by Business Week Germany, chocri offers consumers the opportunity to design their own chocolate bars online, an inherently viral product due to its fit as a gift. It is also the first German mass customization startup that expanded to the American market. Best practices:

  • Starting a mass customization business with very limited funds and manage a period of strong growth
  • Mastering the international expansion

Artaic_Logo Combining high-tech production technologies adapted from semiconductor manufacturing with design skills and a 2000-year old craft, Artaic makes the old art of mosaic accessible to every artist as a medium to work within in the building and construction industry. Best practices:

  • Setting up a flexible manufacturing system for mass customization
  • Building an network of interaction partners along the value chain

Bivolino Bivolino is one of the leading mass customization companies in the European apparel industry and also a lead partner of the EU Open Garment initiative. It has enabled large retailers like Marks&Spencer, Otto, WE, and many others to offer customized items within established e-commerce sites. Best practices:

  • Enabling established companies to enter mass customization
  • How to make customer co-design as simple as possible

This posting is part of a series on
the MIT Smart Customization Seminar. See
all relating postings here
. Or register here to the event!

More companies presenting at the 2010 Smart Customization Seminar in May 2010 at MIT:

25 03, 2010

Leaders in Personalization Presenting at the SCS 2010

By | 2018-06-14T09:46:50+00:00 März 25th, 2010|Cases-Consumer, Customization Trends, Events, MIT SCG, Personalization|

SCG LOGO_SEMINAR_compact_small Managers from the following companies will present during the MIT Smart Customization Seminar 2010 (SCS 2010) how to create value for customers – and outstanding profits for your own company – by personalizing the service encounter and relationship with your clients.

Even if you will not make it to the seminar, I believe this is a nice case study selection! Note: "Best practices" named in the following are my personal opinion.

Pandora_logo Pandora Radio creates thousands of personalized music streams every day. Based on an automated music recommendation system, Pandora Music, the company is a textbook example of simple but highly effective personalization.  Best practices:

  • How to create a simple but highly effective personalization mechanism
  • How to profit from personalization in the entertainment industry

Pfizer Pfizer Inc. is the world's largest pharmaceutical company. The presentation will share for the first time how Pfizer uses personalization and mass customization in the marketing and sales process of pharmaceuticals to establish win-win relationships in the professional market. Best practices:

  • Customization and personalization in the professional sales system
  • Managing change towards personalization in a global company

Corpus-ertlrenz Etrl/Renz became a leading European specialized sports good retailer by changing the way how ski equipment, golf shoes, and running shoes are being sold. Based on a unique scanning solution by corpus-e, the company combines personalization in retail and product customization to offer a one-of-a-kind sports experience. Best practices:

  • Value-based up-selling in retail environments by personalization
  • Using a new generation affordable body scanning solutions

Bixi Bixi is the North American champion of shared city bicycles. Different to other companies in the field, Montreal based Bixi has connected its bike sharing service with a set of personalization offerings that enable a truly custom mobility service. Best practices:

  • Using personalization to change consumer behavior in the mobility domain
  • Personalization beyond the product: from smart products to smart cities

This posting is part of a series on
the MIT Smart Customization Seminar. See
all relating postings here
Or register
here to the event

More companies presenting at the
2010 Smart Customization Seminar in May 2010 at MIT:

25 03, 2010

Leaders in Customer Co-Creation Presenting at the SCS 2010

By | 2018-06-14T09:46:52+00:00 März 25th, 2010|Co-creation, Crowdsourcing, Customization Trends, Events, MIT SCG, Open/User Innovation|

SCG LOGO_SEMINAR_compact_small Managers from the following companies will present during the MIT Smart Customization Seminar 2010 (SCS 2010) how to co-create innovations with their customer community.

Even if you will not make it to the seminar, I believe this is a nice case study selection! Note: "Best practices" named in the following are my personal opinion.

Daimler-smart Smart is the microcar by Daimler AG (Mercedes Benz). Recently, smart launched a highly successful customer co-design contest where consumers created more than 10,000 custom designs within just a few weeks. The presentation also will present Daimler's new mobility service Car2Go which can be seen as another example of personalized mobility in the city. Best practices:

  • Implementing customer co-creation in a traditional organization
  • Thinking beyond the product by customer co-creation of services and experience

Zazzle Founded in 1999, Zazzle is one of the world's leaders in mass customization. But with its platform-based system, the company also has democratized the selling and retail process by enabling everyone in the world – being it Disney or the average consumer – to open their own merchandising store with a custom assortment. Best practices:

  • Bringing mass customization to the next level by customer co-creation
  • Cooperating with established brands and manufacturers to enable mass customization

Quirky_logo Quirky is a social product development company. It has established an entirely new model to cope with assortment variety and heterogeneous customer demands, crowdsourcing the entire new product creation process to its community. Best practices:

  • Bringing customer co-creation and community innovation to a new level
  • Establishing an entirely new business model in the consumer market

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2010 Smart Customization Seminar in May 2010 at MIT:

9 02, 2010

Background info: What is the MIT Smart Customization Seminar?

By | 2018-06-14T09:47:00+00:00 Februar 9th, 2010|Co-creation, Customization Trends, Events, General, MIT SCG, Personalization|

Registration is open  — more information is here!

After a big success in the last year, we just have finalized the set up of the next MIT Smart Customization Seminar. It will take place on May 20 and 21, 2010, in the brand-new Media Lab Building II on the MIT Campus in Cambridge, MA (Boston).

The new media Lab building -- the SCG Seminar 2010 will be on the top floor While the MCPC conferences are large networking events and focused on the latest research and a broader range of topics, the MIT Smart Customization Seminar is an Executive Seminar focused on implementing and managing mass customization and personalization successfully in a corporate setting. It is organized by the MIT Smart Customization Group, a research-industry group I co-founded with a bunch of great individuals at MIT in 2007.

If you want to get an idea of what the seminar is and what to expect, have a look at a great summary of the last seminar (Nov. 2008), as compiled by bestselling author Patricia Seybold:

Smart Customization Comes of Age: Best Practices from the MIT Smart Customization Seminar 2008. By Patricia B. Seybold, CEO and Senior Consultant, Patricia Seybold Group January 8, 2009.
Download Patricia's report of the November 2008 seminar here. (c) Copyright by Patricia B. Seybold, P. Seybold Group 2008.

is open
  — more
information is here
It will become THE smart mass customization event 2010 in North America.