What is the Digital Servitization map?

The Digital Servitization map is a practical tool to navigate your Digital Servitization journey. It shows where you can go, helps you define your strategy, plan the next steps, and track progress over time.

You need it because Digital Servitization is a long-term journey. Without a clear picture of the possible directions, it is easy to lose focus — or to invest in the wrong area at the wrong time.

The map has two dimensions.

Dimension 1 — Your value proposition in Servitization

This dimension comes from the Services Staircase, developed by the Advanced Services Group. It describes the type of value you offer to your customers. We have adapted it into seven steps:

Enabling base — the foundation: connected products, data collection, compliance
Product — access to product information and documentation
Spare Parts — supply of spare parts
Repair — restoration of product condition after a failure
Maintenance — proactive maintenance to prevent failures
Performance — guidance to help customers get more value from products
Outcomes — guarantee of the results customers care about

Each step represents a more advanced value proposition. The higher you go, the more value you deliver.

In the map, this dimension answers the question: what value proposition is your digitalization supporting?

To learn more about the Services Staircase read What is the Services Staircase?

Dimension 2 — The role of digitalization

This dimension describes what you want digitalization to do at each step of the staircase. There are four possible roles.

DATA → INFORMATION

Generate and distribute relevant information

You collect data from your installed base and your connected products and turn it into useful information — for your team, for your partners, for your end customers.

As you climb the staircase, that information becomes more valuable: you start from operational data and move up to performance and outcome-related insights.

DATA → ACTION

Support your end customers' operations

Self-service digital solutions help your customers use your connected products better: monitoring, alerts, recommendations, troubleshooting. A digital solution works on your behalf and gives you a practical choice: what do you include in a service contract, and what do you let your customers handle on their own?

Support your service teams

Your internal teams, your distributors, your dealers, your installers — all of them need tools to work faster and smarter. Digitalization gives them the right information at the right moment and helps them manage the full service cycle.

As you climb the staircase, this role becomes essential: it is what allows you and your partners to absorb more risk, and deliver more value to your end customers.

DATA → MONETIZATION

Enable and stimulate after-sales monetization

Generating value is not enough — you also need to capture it. Digitalization makes it possible and easier to manage the complexity of a rich product-service offering: services, subscriptions, spare parts, performance advisory, advanced contracts.

The map

By combining the two dimensions, you get a grid. Each cell represents a specific combination of value proposition and role of digitalization.

The Digital Servitization map: value proposition (vertical axis) vs. role of digitalization (horizontal axis).

The granularity is meaningful: each cell corresponds to a concrete digital initiative with a clear purpose and clear objectives.

Here are three examples.

Example 1 — Repair + Support your service teams
The digital solution helps your team work more efficiently. It supports remote diagnostics using telemetry data or AR tools, so your team can diagnose and resolve issues faster.

Example 2 — Spare Parts + Monetization
The digital solution helps your customers purchase — and helps you sell — spare parts based on actual product usage or condition.

Example 3 — Performance + Generate and distribute information
You use the digital solution to process product, service, and telemetry data to compute meaningful insights: uptime, OEE, energy efficiency, production rate, and so on.

Why the map matters

One cell at a time

The map allows you to focus on one cell at a time, so you can choose the best solution for each specific value proposition–role combination. This makes it easier to manage complexity: fewer wasted features, clearer objectives, and a solution you can actually measure.

The map helps you define your own sequence. It gives you a clear picture of where you are and where you want to go — so you can move forward with confidence.