Designing Digital Organizations

Designing Digital Organizations

          
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Designing Digital Organizations

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    Product and Service Offerings

    The design of a company’s products and services receives almost as much attention as the design of the customer experience. Today’s complicated physical and mechanical products (such as agricultural equipment, automobiles, and electric power management systems) incorporate sensors, microprocessors, data storage devices, and connectivity to the internet through wired and wireless networks. Companies have expanded their offerings to include remote monitoring and services that are based on data collection and data analytics. Many are moving from selling products to selling solutions.

    Consider John Deere’s 8R/8RT series tractor. Working with a 24-row ExactEmerge planter, it can move at ten miles per hour, planting 80 seeds per second at the precise seed depth and spacing required. The tractor has 20 processors and more than 6 million lines of code. The planter has 77 processors and sends data to the tractor cab and, from there, to the John Deere Operations Center hosted on the Amazon Web Services cloud. The tractor operator and the remote farm manager can see this data in real time and make necessary adjustments. The machines can also communicate with one another and automatically coordinate the work in the field. “The ability to have data anywhere, anytime, at a much lower cost, at a much faster speed, and on a much higher scale and level of flexibility provides significant opportunities for us,” says Patrick Pinkston, a former John Deere vice president. “I call it the agricultural technology evolution. And when you mash that into ag science, you’ve got a real opportunity to truly transform agriculture going forward.”