Affärsmodellsinnova6on för cirkulära möbelflöden - steg II Circular furniture 2030 Interac6on Design Methodology project 2015 VIKTORIA SWEDISH ICT OM OSS Thomas Nyström Viktoria Swedish ICT 1
TAKE MAKE WASTE Design for planned obsolescence Iphone: Designed in California for so3 floors?! Today s product- design; omen pris6ne, fragile and inviolable (Cooper, 2010), three dollars worth of precious metals (gold, silver and palladium) is all that can be extracted from a mobile phone that, when brand new, contains raw materials worth a total of US$ 16.81 (Ellen MacArthur Founda6on, 2014) TAKE TAKE MAKE USE USE REMAN RECYCLE RE: A Circular Business model(cbm) : Value creation: Added value is retained by material circulation (by continious reuse & remanufacturing). WASTE 2
Recyled material Five business opportuni6es driving the circular economy Designing for Responsibility (e.g kept ownership in a PSS) Design Procure- ment Manufacturing & REMAN Logis6cs Sales & marke6ng Use End of (n) life/disposal Reverse logis6cs Minimal waste Product Services System 1: Circular supplies Renewable, recyclable, biodegradable (waste=food) 2: Resource recovery (recycling, upcycling > new lifecycles) 4:Sharing plaeorm 3: Product life extension (reuse, repair, REMAN, upgrade & Resell) 5: Product as a service (performance) PHYSICAL PRODUCT (CUSTOMER OWNS) LEASING SERVICE AGREEMENT ACCESS PERFORMANCE FUNCTION (E.G. TRANSPORT X TON/KM (Adapted from Ing, 2015, Accenture 2014) 3
FUNCTIONAL SALES MILJÖVINSTER GENOM SLUTNA MATERIALCYKLER The reuse of office furniture can considerably lower the carbon footprint hip://martela.se/tjanster/ mobeluthyrning Phillips life cycle service when two full lifecycles are taken into account, simple reuse of an office desk can cut its carbon footprint by up to 36% from 292 to 187 kg CO2e. Replacement of a major component, such as the desk top, reduces the benefit. However, carbon savings of at least 18% are still seen. (Chapman, 2010) Centre for Remanufacturing and Reuse, 2010, Carbon Impact of Office Furniture Reuse 4
Arbetsprocess A: En strategisk utgångspunkt från 6digare iden6fierade barriärer och möjligheter. Utveckling av en detaljerad vision för ei cirkulärt möbelflöde som kan leda 6ll radikal resurseffek6visering WS kring metoder verktyg för affärsmodellsinnova6on AFFÄRSEKOSYSTEMET C: Metoder för konceptutveckling samt utveckling av produkt/tjänstekoncept mm,som kan överbrygga iden6fierade hinder i steg B. Resultaten från arbetspaket 1-6 utgör pusselbitar i en handlingsplan för respekqve aktör, som sammantaget kan möjliggöra ea fungerande cirkulärt system inom värdenätverket. B: Detaljerad analys av nuläge i organisa6onen/värdenätverket. Omfainingen är beroende på informa6on från medverkan i ini6eringssteget. D: Analys av utvecklade koncept och framtagning av detaljerad handlingsplan för respek6ve projektpart, med mål och 6dsaia ak6viteter för fortsai utveckling och realisering under UDI steg 3. *Mer informaqon om FSSD finns på www.naturalstep.org/en/abcd- process Beskrivning av den processmodell som kommer användas under projektet för aa skapa en röd tråd och knyta ihop de 6 arbetspaketen. (Bilaga 2, bild 3) Modellen utgår ifrån Framework for Strategic Sustainable Development (FSSD)*.FSSD bygger på principer för backcasqng (Holmberg, 2000) som vidareutvecklats av Naturliga Steget. Varje steg representerar dels en heldags workshop där alla projektparter medverkar. Samt milstolpar med leveranser från de olika arbetspaketen. 5
Kundtyper (utifrån OEM perspektivet) Conceptual offerings Decision makers (UDMs Ul6mate Desicion makers) Economical buyers Recommenders Influencers Saboteurs KOMPLEXITET Furniture designed for remanufacturing Func6onal sales Sipng, support etc Performance based offering excellent working environment End users TID 6
AFFÄRSMODELLEN; MER ÄN SÄTTET ATT TA BETALT? END OF PRODUCT LIFE? Product life ends because a product is unable to adapt to change. (Kasarda, 2007) 4 MODES OF OBSOLESCENCE Aeste6chal Social Technonolgical Economical (Cooper, 2010) Longer Las6ng Products Business model canvas Osterwalder, A 7
15-09- 30 DEi hips://www.bukowskismarket.com/sv/613295- kontorsstol- ea- 217- sompad- charles- and- ray- eames- herman- miller- usa. A Darwinian process of progress driven obsolescence, (Chapman, 2009) 8
15-09- 30 Office Culture The Google Budapest Office 9
Research ques6on Designing for circular business models - How can internet of furniture lower business risk in a circular furniture flow 2030?? From consumers to users Responsibility (e.g kept ownership) Product & Service Reusability, Modularity New, fresh & pres6ne to used fresh and pres6ne Upgradability (sor& hardware) OpWmized/controllable wear Traceability Contemporarity Product reconstruc6on, (remanufacturing) Mul6ple use loops with consumables &. Durables 2015 2030 10
LIFECYCLE THINKING Office Culture Råmaterial? Energy? End of life? Design och Produktutveckling? landfill energy recovery Waste? Produk6on? Användning? Distribu6on? Försäljning? 11
ICT- FURNITURE, ACTIVITY BASED OFFICE ICT, CHANGE POSTURES hips://www.youtube.com/watch? t=51&v=cxl7ohwxr58 Steelcase.com 12
15-09- 30 TECHNOLOGY PRODUCT HISTORY Stool 60s, from Artek s 2nd Cycle series, are embedded with coded RFID tags. The tags contain a link to records of the furniture s history and origin. Pallar med historik 13
15-09- 30 ICT- FURNITURE hips://www.youtube.com/watch?v=- OIPn26OUIM hip://www.conceptkitchen2025.com/index.html 14
THANK YOU Thomas Nyström Researcher Viktoria Swedish ICT AB Lindholmspiren 3A SE- 417 56 Göteborg, Sweden Tel: +46 730795821 Mail: thomas.nystrom@viktoria.se www.viktoria.se 15