Old yet New Viewpoint of 'Value Shift' in Product Design

摘要

Discussion on the importance of "KOTOZUKURI" (a coined word that means new value creation in the market) has a long history, but it has been heating up again in line with the explosive spread of the IoT (Internet of Things) and Big Data in recent years. In contrast to the fact that the Internet has greatly changed the relationship between people in the world, the IoT has interconnected an enormous number of things (sensors and devices) and has been drastically changing the relationship between things and events. In the general consumer market, which is often called the Business to Consumer (B2C) market, the time has come for many people to co-create totally new value by using wearable devices and sharing information through cloud services. This paper surveys the concept of co-creating value that derives from the services based on the service dominant logic (SDL), and then overviews KOTOZUKURI, the trend of value shift from product to solution, in the B2B and B2B2C markets including Yokogawa products and the ideal vision of manufacturing in the future.