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Group 4

DOCUMENT

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Chanda

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An agile co-creation

process for digital

servitization:
A micro-service
innovation approach
Team Members
• Abdul Rab
• Aruba Khan
• Arif Khan
• Qurratulain Shakoor
• Amina Sarfaraz
Outline
1. Introduction to Research Article

2. What is agile co-creation process for

digital servitization

3. Examples from Pakistani Industries

4. Conclusion
Introduction

• The research article discusses the co-creation of digital

service innovations by manufacturing firms and their
customers to address the digitalization paradox.

• It presents empirical insights from a case study of four

manufacturers and their customer relationships, and
suggests that value co-creation in digital servitization is
best managed through an agile micro-service innovation
approach.

• This approach involves incremental investments, sprint-

based development, and learning by doing.
Agile co-creation process
for digital servitization

The term "agile co-creation process for digital servitization" refers to a

collaborative and flexible approach to developing digital services within
the context of servitization. Let's break down the key components of this
phrase:

• Agile: Agile is an iterative and incremental approach to software

development and project management. It emphasizes flexibility,
collaboration, and customer feedback.

• Co-creation: Co-creation involves collaborative efforts between

different stakeholders, such as customers, developers, and other
relevant parties.

• Digital Servitization: Digital servitization specifically refers to

incorporating digital technologies and capabilities into the services
offered.
Advanced Services and
Digital Transformation
Advanced Services
and Digital
Transformation
Advanced Services and
Digital Transformation
Examples from Pakistani
Industries
E-commerce
Platform
Optimization
1. Daraz is one of the
leading e-commerce
platforms in Pakistan,
and it has been actively
working on enhancing
its digital services.
2. They have implemented
various features such as
real-time order tracking,
personalized
recommendations, and
a user-friendly interface
to improve customer
experience.
3. Daraz has been known
for its continuous efforts
to update its platform
quickly, ensuring
scalability and improved
customer satisfaction.
Telecommunication
s Service
Innovation

1. Jazz is a prominent
Pakistani telecom
brand that has been
focusing on
transforming
traditional telecom
services into digital
solutions.
2. By employing micro-
services for flexible
billing, real-time data
analytics, and
customer self-service
options, Jazz has
demonstrated a
commitment to faster
response to market
changes, improved
service
personalization, and
increased operational
efficiency.
Healthcare
Information
Systems
1. A noteworthy Pakistani
brand is "Sehat
Kahani" uses micro-
services for electronic
health records,
appointment
scheduling, and
patient
communication,
contributing to
enhanced data
security,
interoperability, and
agility in adapting to
evolving healthcare
needs.
2. They have been at the
forefront of digitizing
healthcare services in
Pakistan.
Financial
Technology
(Fintech)
Services
1. "EasyPaisa" is a
leading Pakistani
brand that has
played a significant
role in modernizing
financial services
through digital
innovation.
2. EasyPaisa has
implemented micro-
services for online
banking, mobile
payment solutions,
and fraud detection,
resulting in faster
development cycles,
improved security,
and seamless
integration with
third-party services.
Manufacturi
ng Industry
Optimization
1. "Systems Limited" is a
notable Pakistani brand
that focuses on
upgrading traditional
manufacturing
processes through
digital solutions.
2. By applying micro-
services for production
monitoring, supply chain
optimization, and
predictive maintenance,
Systems Limited
provides increased
efficiency, reduced
downtime, and better
adaptability to changing
market demands.
Education
Technology
(EdTech)
Solutions

1. "SABAQ" is a Pakistani
brand that has been
actively enhancing
digital learning
experiences and
educational services.
2. SABAQ uses micro-
services for
personalized learning
paths, content
delivery, and
assessment tools,
offering scalability for
growing user bases,
adaptive learning
experiences, and
continuous
improvement of
educational content.
Conclusion

1. Importance of Co-Creation:
The literature stresses the significance of understanding value co-creation processes to
innovate and offer successful digital service solutions. Co-creation involves the customer as a
co-creator of value and the provider as a value facilitator.

2. Collaboration with Customers:

Companies must have the capacity to co-create new digital service innovations in collaboration
with customers.

3. New Ways of Working:

The adoption of new technologies for digital service innovation requires new ways of working
to enable experimentation and exploration
Conclusion

5. Multirole Participation:
It is important to view co-creative innovation processes as participative processes that engage
cross-functional competencies from strategic, technological, and operational levels to
contribute to co-creation.

6. Agile Co-Creation Process:

Firms should adopt an agile co-creation process following a micro-service innovation approach
to cope with the digitalization paradox and reap the benefits of digital servitization.
Thank you!