SDN Global Café - Germany

Learn more about servitization and how business can navigate the economic uncertainty, sustainability challenges, and shifting customer expectations by creating ongoing value. Join us on March 13, 2025!

Dear SDN Members,

You are all invited to join our next SDN Global Café event on March 13, 2025!

A virtual series aims to connect our beloved SDN members, provide more networking opportunities, and tackle relevant Service Design topics.

In this upcoming session, we will welcomeAli Bigdeli a Professor of Industrial Service Innovation at Aston Business School. His research focuses on servitization and service-led business models, exploring how organisations transition from product based to service-oriented strategies to drive productivity, sustainability, and long-term customer value.

Theme: Designing for Value: How Servitization is Shaping the Future of Business

Summary: As businesses navigate economic uncertainty, sustainability challenges, and shifting customer expectations, traditional product-based models are no longer enough. To stay relevant, companies must move beyond selling products and design services that create ongoing value. Servitization—the shift from selling products to delivering services and customer outcomes—is transforming industries by fostering long-term customer relationships, recurring revenue streams, and sustainable impact. From Goodyear’s tyre-as-a-service model to heat-as-a-service solutions helping homes and businesses reduce energy consumption, companies are rethinking how they deliver value. In this talk, Prof Ali Bigdeli explores how designing for servitization requires a rethink of business models, customer experiences, and organisational structure and culture.

Servitization and the design of product-service systems provides service design practitioners with fascinating opportunities to support business model innovation. This presentation should act as a provocation and inspiration to explore how we can be valuable partners in these endeavors. How might we support traditionally product-focused businesses expand a product design for services approach with a service design for products mindset.

Hosts:

  • Birgit Mager, President, SDN
  • Brian Gillespie, Leadership Team, SDN

Date and Time:

  • Thursday, March 13, 2025
  • 4:00 PM - 5 PM CET/ 3 PM - 4 PM GMT/ 11AM - 12PM ET

✅ Sounds interesting?
So grab your coffee and sit with us on Thursday, March 13, 2025.  Register now via the zoom link, which is available on your Member Dashboard under Discounts section.

❤️ Want to be a member? Join us!

Prof. Ali Bigdeli
Prof. Ali Bigdeli - Professor of Industrial Service Innovation

Prof. Ali Bigdeli is a Professor of Industrial Service Innovation at Aston Business School, Aston University (UK), where he also serves as Associate Dean Research & Enterprise. His research focuses on servitization and service-led business models, exploring how organisations transition from product-based to service-oriented strategies to drive productivity, sustainability, and long-term customer value. Ali is the Co-Director of the Advanced Services Group, a globally recognised centre for servitization research and practice. A frequent speaker and thought leader, he actively engages with businesses, academics, and industry leaders to advance the role of services in the future of industry.

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