MIT Smart Customization Seminar 2012: Micro|Macro|Customization: From Custom Genes to the Personalized City

Seminar banner 2012-01

This December will have a lot in store for the customization enthusiasts amongs you. The MIT Smart Customization Group will host another edition of the Smart Customization Seminar on December 4th (following a welcoming and networking event on December 3rd), with its central topic being

You can download this year's Smart Customization Seminar's agenda here!


From Custom Genes to the Personalized City: Emerging Strategies and
Technologies for the Personal Economy

The MIT Smart Customization Seminar 2012 provides a unique opportunity
for a deep dive into one the largest trends shaping our economy today: the move
towards personalization and the customization of products, services, health
care, mobility, and urban infrastructures

The seminar's foremost idea is to connect CEOs, new business developers,
consultants, corporate entrepreneurs, innovators, the investment community, and
leading researchers from MIT and other leading institutions
in peer-to-peer
interactions to foster an intense discussion and to co-create an agenda for the
Personal Economy.

Conventionally, mass customization has been seen as the efficient
creation of products and services meeting the demands of each individual
customer. But this still emerging development on the micro level – the
level of the individual firm-customer relationship – has recently been
supplemented by a strong application of customization and personalization
principles on the macro level. Enabled by new methods of imaging and
analytic testing, personalized medicine is replacing the blockbuster approach
that has dominated the health industry. Anonymous cities with mass scale
infrastructures are getting personal by real-time data apps, personal mobility,
and a stronger participation of citizens in the planning process. Mass
production is being supplemented by a distributed and local infrastructure of
digital manufacturing and open hardware.

These and other applications are strong drivers of disruptive innovation
and value creation in many industries. We are at the advent of the Personal
that changes the dominant logic of business from a mass society
characterized by homogeneous customer segments and mass production of products
and services towards a value system that creates profit opportunities from the
reality that all people are different.

The objective of the SCS 2012 is to educate and inspire critical
thinking on the Personal Economy on the micro and macro level
and to set an
agenda for future debate and value creation
in this domain. This event offers
great networking opportunities for everyone interested in mass customization,
personalization, and customer co-creation – inspired by the creative
environment of MIT and the MIT Media Lab.

The presenters of the SCS 2012 will share their latest research and
business insights of trends, strategies, business models and enabling
technologies that are the foundations of profiting from personalization and
customization on the micro and macro level.

The 2012 agenda will present divergent and complementary voices along
four of the core areas where personalization today is shaping our economy and
society most:  Consumables, Health Care and Medicine, Urban Living and the
City, and the new production system based on digital technologies and easy
access to hardware and data

We will publish more information on the event, the agenda, its topics and speakers here as they become availible, so stay tuned!

You can download this year's Smart Customization Seminar's agenda here!

For up-to-date information and registration please also head to
and follow our conference twitter hashtag, #SCG12!

By | 2018-06-14T06:50:38+00:00 Oktober 10th, 2012|Customization Trends, Events, MIT SCG, Personalization|

About the Author:

Frank T. Piller is a Co-Director of the MIT Smart Customization Group at the MIT Media Lab, Massachusetts Institute of Technology, USA, and a chair professor of management at the Technology & Innovation Management Group of RWTH Aachen University, Germany, one of Europe’s leading institutes of technology. Before entering his recent position in Aachen, he worked at the MIT Sloan School of Management (2004-2007) and has been an associate professor of management at TUM Business School, Technische Universitaet Muenchen. Frequently quoted in The New York Times, The Economist, and Business Week, amongst others, Frank is regarded as one of the leading experts on strategies for customer-centric value creation, like mass customization, personalization, and innovation co-creation. His recent analysis of the crowdsourcing business model “Threadless” (co-authored with Susumu Ogawa), an innovative crowdsourcing business model in the fashion industry, has been elected as one of the Top-20 articles in MIT Sloan Management Review.