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Whilst there are some exciting technologies appearing currently that can shape the future of field service, field service companies must have the basic technologies such as scheduling and routing in place first before they explore these emerging technologies argues Magenta's Stuart Brunger when we caught up with him at the Service Management Expo 2015

 

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In Part One of this interview in our Industry Leaders series, John Cooper, Head of IT and Workflow Solutions in Sony’s Professional Solutions unit in Europe explained why he and his colleagues needed to revisit their existing service infrastructure and replace a 15-year-old legacy system with something better suited to the growing complexity of their service organisation.

In Part 2, he talks to FSN's Kris Oldand about how he and his team reviewed both off-the-shelf systems and customised solutions to determine which was fit-for-purpose, their reasons for making the choice they did and the impact on the service operation.

“We had a remedy based solution that actually had its routes dating back almost 15 years believe it or not,” Cooper begins. “It was initially designed for specific service offerings we had which were very much one-to-one. One customer , one product. So a kind of classic repair-related issue. They’d call the help desk, raise a remedy ticket, we’d determine if a repair was required, we’d pull the units back and we’d issue replacements;  a nice simple system.”

“Of course now we are in a situation where we have technology that sits across multiple partners of Sony, plus hardware and software vendors,  and we look after it all. It may be multi-site, it may even have multiple SLAs within contracts.” Cooper explains.

So despite having updated and improved their existing system across the years, its core purpose was as a backend system, and it lacked the reporting functionality and dashboards that it was becoming more and more apparent Cooper and his team required.  “We got to the point that we realised the bits that really mattered to our customers were the bits that we were finding it hardest to do.”

 

As the need for a more modern service management system became apparent Cooper and his colleagues had some clear expectations of what they wanted. “We thought about this issue of the ecosystem and how do we get everybody involved. Pretty quickly we came to the decision that what we needed to do was get something that sat within the Salesforce world; our sales and marketing organisation use Salesforce - it’s a standard platform in Sony,” he explains

Bespoke or fit-for-purpose?

However the next decision was whether to opt for a ‘fit-for-purpose’ solution or create something bespoke. Something Cooper clearly gave great consideration to:   “We had two other big choices – do we bespoke something or do we look for something that is fit for purpose,” he begins.  "In the past I didn’t see much in ‘fit-for-purpose’ solutions that I felt actually really understood something as complex as what we wanted to do. At the same time I was very wary about bespoking because it gets you a solution for today and,  if you're clever,  maybe for the next two or three years. I didn’t want my team to be thinking what to do next about IT, I wanted them to be thinking about making the customers happy."

 

“So we looked around and we found ServiceMax amongst a number of systems that we had already looked at. I just thought: this is a system that has really been thought through by service professionals, people who really understand what happens. It’s not just a standard set of processes.”

“Despite it being an off the shelf package there is such as degree of configurability that you can work how you want to work. There is such a good degree of best practice built in it pushes you down a path of best practice and I’m a big fan of that.”

 Dual benefits

Of course there are numerous benefits to a next generation service management system such as ServiceMax, including easy Salesforce integration, breaking down many of the data silos that can exist within an organisation.

And perhaps the most important of these is the ease of access to reporting which Sony had found lacking in their previous solution.  This is of course indicative of how business is done today and a common expectation of Sony’s customers, so it was a key necessity for Sony when implementing their new system.

However, given the changing nature of Sony’s business with both a shift towards a more service-orientated business structure and also, through the use of remote diagnostics tools, a move towards a much more proactive and preventative service offering, such reporting tools also provide an important second function  - namely,  being able to report on all of the service value Sony are delivering that may otherwise potentially not get noticed or acknowledged.

“Sometimes we can have a conversation with customers and they’ll say well we’re not really aware of you doing that much for us.” Cooper explains.  “And that’s a facet of us keeping processes and systems nice and clean in such a way that systems continue to run. So the desire for us to want to demonstrate all the good stuff we’ve done is really strong.”

 

“The flip side of course is that no service organisation is perfect and sometimes when things go wrong the first person that hears about it is someone senior on the customer’s side and then the second person that hears about it is the account manager.  So if you’re not careful the only time people hear about service is when there is bad news and the reality is that 99% of the stuff is going wonderfully but there is not any awareness of this.”

In fact Cooper believes such easy access to reports and dashboards, is as powerful tool for his account managers as it is for his service managers.  “One of the other drivers for us in this quest for the right sort of system was something that keeps the whole ecosystem aware of what’s going on and what we are doing for the end customer.”

“We have this dream of the account managers turning up at customer sites and being completely clued in with all the stuff that’s happened in a nice simple to understand graphical way. So they don’t need to get into technical complexity but they know what we’ve done for the customers, they know of any live issues and they’re not going to get ambushed with you’ve got this problem or that problem.”

And Cooper sees this as perhaps one of the biggest changes in service today.  “That sort of thinking wasn’t there many years ago in our industry but now it’s becoming imperative, ” he asserts.  “Our feeling is that that service will really help us differentiate ourselves with our customers. Our goal at the end of the day is we want customers to come back to us and keep renewing service contracts and then when their technology gets to the point where there is something better for them out there they come back and buy from Sony.”

 

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Continuing our series of interviews with industry leaders, Kris Oldland speaks with John Cooper, Head of IT and Workflow Solutions in Sony’s Professional Solutions unit in Europe. 

John Cooper is man with not just one division to oversee but many. Each has particularly demanding service challenges and, of course, due to the high technology industries that Sony inhabit, each is also an ever evolving sector.

With a pan European team of around 110 field engineers working alongside other members of the wider Sony workforce and various third parties, Cooper’s responsibilities are essentially across the entirety of the non-consumer portfolio of the tech giant, and it seems service is an increasingly important part of the wider business strategies and plans.

The areas that fall under Cooper’s remit also each have their own unique service challenges.

Firstly there is Sony’s healthcare solutions unit which has evolved from simply producing medical printers to now working on much more adventurous projects with hospitals and surgeons such as transmitting operations as part of a training program and even potentially aiming towards remote surgery by utilising a mix of cameras, high quality displays and 3D technologies.  Of course in such an environment, uptime is essential. “As a service challenge it’s quite an interesting one as you don’t want anything to fail mid-cut as it were” Cooper comments wryly.

Another of the divisions in Cooper’s area of the business is the theatre solutions division, which is focused on digital cinema. Here the products include high-end 4K cinema projectors and the clients the likes of Vue and Everyman.

 

And whilst the pressure on the service operation here is perhaps not a matter of life and death as it is in Healthcare, it certainly still exists. Quite simply the clients in this division are reliant on the technology functioning for them to make any money at all, so if the projectors fail, then they don’t pay.

And of course then there is the Classic AV/Media side of the business, the largest of Cooper’s divisions and a key area for Sony as a whole. Again the pressure to deliver reliable uptime is paramount.

With high profile clients including the unusual (Sony is responsible for the archiving and recording solutions for Vatican City) to the more standard broadcast clients such as UK terrestrial provider ITV and Spain’s Telemadrid, there is an expectancy for the products and solutions they provide to be wholly reliable.

As Cooper states “if you think about News and just TV broadcast generally that whole industry was built around reliability. It’s so rare for the screen to go black and so it’s [100% uptime] an expectation.

Challenges of service complexity

To deliver these expectations Cooper’s team is comprised of a number of differing elements within the service -chain focused on maintaining the various different technologies at play. Firstly there is a service management team that focuses separately on those technologies with a team of field engineers with the requisite skills based in and around Europe. Then there are the other equally important components of Sony’s service delivery such as centralised repair locations, where they pull all sorts of technology back to a select number of places across the continent to get fast turnround time.

Essentially,  part of their service operation is in the field, part of it is remotely placed in terms of repair and then in addition to this they also employ a number of remote technologies that allow them to log in to systems quickly to make initial diagnosis.

And in the midst of all that there is an ever increasing complexity within their product set which in turn adds further complexities to the organisational structure, making the smooth handling of operations even harder.

Cooper outlined three facets to this complexity.  One is the increasing challenge of potentially lots of different partners in the service chain. “IT workflow solutions for example, might well have an oracle database plus harmonic storage and we have to look at the whole piece,"  he explains

Then there is the issue of Sony’s customers reducing their own internal expertise with many shedding engineers, particularly as engineers retire and aren’t necessarily replaced. In the theatre business, for example, there is no need for a highly skilled projectionist who in the days of analogue might have had a greater understanding of the machines he worked with and the ability to potentially undertake maintenance himself or at least provide a detailed overview of the fault when reporting it.

 

In a modern cinema the technology is much simpler to operate so that skillset is lost on the client side, adding further emphasis on Cooper’s team to be able to work at optimum efficiency.  As Cooper asserts:  “Our ability to diagnose has to be very good because the fault diagnostics aren’t always fantastic as you might imagine.”

Finally, there is the fact that Sony themselves are also facing their own price pressures.  The price of a high end broadcast cameras for example, have fallen dramatically in the last ten years and this hit to the bottom line also is of course felt by the service division. “We used to be able to, in certain instances, give some of our service elements away for free because it was built into the margin, that’s no longer possible," Cooper concedes.

Bespoke service offering

And it is these challenges that have ultimately led to Sony having to adopt a much more focussed approach to their service.

“In order to protect our customers and to deliver the levels of service that we want to be recognised for, we give a fairly high level of service at point of sale but then we sell our additional service contract offerings up to any level including up to full bespoke.” Cooper explains

Add to this the growing trend of servitization, which for Sony at the moment is currently something of a pull market with their customers more and more frequently seeking to engage with Sony on a pay-per-usage basis.

 

A perfect example of this is a new system Sony have just implemented for Telemadrid.  Replacing a previous Sony system which was over a decade old, the suite contains the latest technology and is provided on a pay-per-usage basis. “It’s a fully managed system, and in that instance it’s all about the service - the technology is just an enabler.” Cooper explains. “And we are starting to see the pressures on the broadcasters, big lumps of cash are harder to come by, many are now starting to ask about pay per usage. Then it’s all about service delivery, ” he adds.

With such significant shifts in business principals, service is quite rightly becoming a much more fundamental part of Sony’s wider business strategy.

As a result of these shifts however, Cooper and his colleagues needed to revisit their existing service infrastructure, with a view to replacing their 15-year-old legacy system with something better suited to the growing complexity of their service organisation. “We used to be able to, in certain instances, give some of our service elements away for free because it was built into the margin, that’s no longer possible,“ Cooper concedes.

And it is these challenges that have ultimately led to Sony having to adopt a much more focused approach to their service. “In order to protect our customers and to deliver the levels of service that we want to be recognised for, we give a fairly high level of service at point of sale but then we sell our additional service contract offerings up to any level including up to full bespoke,” Cooper explains

Add to this the growing trend of servitization, which for Sony at the moment is currently something of a pull market with their customers more and more frequently seeking to engage with Sony on pay-per-usage basis.

As a result of these shifts however, Cooper and his colleagues needed to revisit their existing service infrastructure, with a view to replacing their 15-year-old legacy system with something better suited to the growing complexity of their service organisation.

 

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Look out for Part 2 of this interview, when Cooper will talk about how he and his team reviewed both off-the-shelf systems and customised solutions to determine which was fit-for-purpose, their reasons for making the choice they did and the impact on the service operation.

 

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Texas is home to two of the biggest names in rugged computing and earlier this year they came together when Xplore Technologies acquired Motion Computing. It's good news for field service companies, says Ian Davies, Country Manager, Northern Europe, for Motion, in this interview with  Field Service News Editor, Sharon Clancy.

SC: Where do the two product ranges sit in the rugged PC sector?
ID: Both companies sit at the top of the rugged PC sector. Xplore is the number one vendor in the ultra-rugged PC sector, while Motion claims second place in the rugged tablet space. Motion has a more mature and stronger presence outside the USA, with 50% of sales to European customers. The majority of Xplore's customers (80%) are in North America.

This give us plenty of opportunity to grow our customer base. The Motion brand will be retained, with the product being called Motion by Xplore.  Xplore has said it sees the acquisition of Motion as consistent with its goal to establish the best and broadest line of rugged tablets for the enterprise market and a one-stop shop for rugged devices.

As part of Xplore Technologies, Motion is in a stronger, more secure position financially.

SC: Will there be any rationalisation of the product ranges?
ID: In the long-term there might be some, but for the immediate future, no. In my working life, I've experienced several acquisitions and appreciate customers are naturally nervous about how long availability and support for existing products will continue. They have invested in devices that have a lifespan of at least five years, sometimes seven or even longer, and they're being used for mission-critical tasks. They want reassurance.

 

There's actually very little overlap in the product range because of the different sectors the two brands are focused on. Xplore is very active in large-scale deployments in sensitive sectors where security is a paramount: energy, public safety, telecoms and cables and the military. Motion has a broader customer base, active in utilities, healthcare, retail, construction and the emergency services.

There is some overlap is on the technology front, but we make no apologies for that: customers benefit from our using best-in-class components. Earlier this year, our processor supplier Intel, named Xplore as its Mobile Platform Partner of 2015.

SC: Both Xplore and Motion have adopted the indirect channel sales route. Will that continue?
ID: Yes. There should be no integration issues as far as channel partners are concerned.
Our partners have different strengths: some are hardware specialist, others are independent software vendors. What they have in common is a commitment to the customer. At this end of the market, buyers are interested ensuring tablets have the functionality for their workflows. It's why we work closely with IT departments and our channel partners: you are not just selling a piece of hardware but everything that goes with that. It will need customising for the workflow and configured for integration with back-office systems, for example.

Never underestimate the value of a great partner: our Motion Valued Partner eco system recognises the important role they play. Our partners need to be consistent and have integrity: they are our face to the customer and the first port of call for support. In return, we believe in long-term partners: we won't pull the run from under their feet and we won't change the rules down the line.

 

SC: Motion has stayed loyal to Microsoft Windows, even when the clamour for Google's Android OS was at its highest. Why was that?
ID: Continuity is important to us and our customers. We have been advocates of Windows because our enterprise customers prefer a back-office compatible OS and they want their mobile workers to be able to switch smoothly from the office and into the vehicle and field via their tablet PC, including for those advanced tasks that are proving a challenge on other mobile devices.

All Motion tablets currently ship with Windows 8 and are capable of supporting Windows 10. Windows 10 combines the best of Windows 7 and 8 and its arrival is good news for those companies who decided to skip Windows 8 and have been patiently waiting for the next incarnation.

 

However, there is now a big market for Android OS and it is on the technology roadmap for the Motion range.There is customer demand in some vertical industries with unique application and workflow needs, and we acknowledge that. Android OS gives them with greater flexibility and a wider access to more apps. Xplore's Ranger X tablet already ships with Android OS.

SC: Finally, will the trend for consumer tablets in field service impact on future sales for the group?
ID: I believe that field service companies recognise the value in enterprise-grade rugged tablets and understand Total-cost-of-ownership. There's little demand from enterprises or their workers for consumer devices. Companies understand the risks on mission-critical operations of breaking the tablet and losing data and the affect device reliability and that field workers who don't trust the device, won't use it as intended, will leave it in the vehicle, adding or retrieving data when they return, all of which has a direct affect on productivity.

One often overlooked aspect of the consumer v rugged debate is the critical role supporting peripherals accessories and additional modules play smoothing workflows.

Both Motion and Xplore understand that the ease of charging, mounting, carrying and storing tablets is key for user acceptance and that enterprises may need a variety of data capture and communications modules to maximise productivity - none of which is usually available on a consumer tablet.

 

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So far in our exclusive interview with Paul Massey, Managing Director of IFS, we’ve taken a look at where Applications 9 sits against previous milestones in both Massey and the Swedish ERP provider's history in part one and then in part two we looked at whether the field service world is finally ready for the Cloud and IoT.

Now in the final part of this interview the conversation turns to the impact of consumerisation on enterprise software and why being an ERP provider can be a double edged sword for IFS when it comes to working with Field Service companies….

Given the trend towards consumerisation in enterprise software across recent years it is evident that this is something that is ingrained within the IFS development mentality.

“It is getting bigger and bigger,” admits Massey. “I’ve been around a few years and it just wasn’t as relevant before because for example the first graphical interface in work someone used was probably much more up to date than the software they used in their personal life. Now its completely the other way around. Our challenge is sometimes our applications may look really old and dated compared to what they use on their tablet or what they use on their PC at home.”

“That’s becoming more and more relevant to people looking at our applications and valuing them against other applications. If the users don’t like the application, then it is much harder to get them to use it irrespective of the business benefits and everything else. That’s really sometimes an intangible but very significant hurdle to get across.”

 

“So since 7.5 with the .net release the UK has been a big focus of what we are trying to do because if you don’t get their hearts you wont get their minds. That’s the challenge: you can have as much complex detailed functionality as you like but if the end user can’t use it in a relatively intuitive way then it’s wasted.”

As the conversation drills down to more specific field service side of their offering I was keen to see if Massey, felt that being an ERP provider was a help or a hindrance to them in terms of how they approach field service. Particularly given that they essentially have to separate offerings in the space.

“I think being primarily known as an ERP provider is a bit of a double edged sword as far as field service is concerned,” Massey begins. “We do have customers that use the original IFS service management functionality which is very much best suited to being at the back end of something where you’ve manufactured it, you commissioned it and then you maintain it. So your following the whole asset lifecycle and its probably a more complex asset maintenance scenario where there is a field service element but its part of something wider and in that story the whole integrated ERP approach is really powerful. All the data moves from one phase of the lifecycle to the next, seamlessly.”

“Whereas you’ve got another set of people who are looking purely at field service for who having an ERP is almost an anathema because they want a very light footprint: field service with probably mobility and scheduling so the advantage to them of integrated finance, HR, inventory and a complex infrastructure is much less evident and almost in some cases even a negative.”

 

“So it’s about understanding the audience, understanding what a particular customer wants and that’s why we have the two offerings that we have in field service -  the FSM product as well as the embedded service management product as well. Plus then they’ve obviously got mobility which can talk to both of those things.”

“Sometimes it’s a challenge when we talk to a prospect to understand which sort of flavour of service do they want. There are some obvious things like the number of resources your scheduling, the geographical coverage or whether they have some specific end functionality which can tend to push you in one way or another but ultimately it is about understanding what the customer wants at the end of the day. It’s a fairly glib cliché but its true.”

“If we are into highly integrated service management solution space then we think we can absolutely compete with everyone and that’s why we are strong in Defence and areas like that because it is a more complex typical service solution.”

“On the simpler field service side we believe some of the things that we have done in scheduling, in mobility and with the latest release of the field service product we believe we can compete as a standalone with anybody as well.”

“I think particularly our close integration with our scheduling application gives us some real benefits,” Massey continues. You’ve always got the question of which version of mobility do you want you’ve got Android, IoS Windows and all those things but we certainly believe with the two offerings we can cover all the bases.”

“That’s why we’ve invested so heavily in service over the last few years with the acquisitions made and the functionality we’ve added in these releases. We see it as a big area of growth for IFS going forward. It’s a massive area and in most geographies that sector is still growing very strongly. Service continues to be a major focus for us and hopefully our investment decisions will pay off.”

 

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In the first part of this exclusive interview with Paul Massey, IFS, Managing Director we looked at where he felt the recent announcement of IFS Applications 9 sat against previous milestones within the Scandinavian company’s history.

Now in the second part of this interview we look at Massey’s thoughts on the Cloud and IoT, plus whether he was ready for the reception to the most talked about new tool in Applications 9 – the lobby function…

Head in the Cloud

One of the big announcements at the recent IFS World Conference was the launch of a fully managed cloud. However, many of IFS’s existing clients have already invested significantly within the infrastructure to run previous iterations of the ERP solution so is this a platform that is geared towards winning new business I asked Massey.

“From a marketing perspective of course the managed cloud is going to be aimed at winning new business. It’s a good coherent and deliverable Cloud story.” He began

“But in terms of the uptake I think it’s going to be out to our customer base quicker. Obviously there is a big customer base to shoot at and we only bring in so many customers each quarter.”

“So whilst an increasing proportion of those will be on cloud the bigger potential market for us is obviously the existing customer base. As part of an upgrade proposal we can try to convince them to go to the managed cloud and I think actually some of the benefits and return on investments are actually more tangible for the existing customer base than they are for new customers because they understand whats involved in running IFS, deploying new releases, managing the application, managing the database. They already know the importance of resilience and uptime so potentially it’s a very easy sell for us.”

“So I think in terms of the uptake the momentum will be generated from the existing customer base. But that in itself will obviously provide us with more references for the business.”

The managed Cloud solution is a direct result of the IFS’s close partnership with Microsoft. Which of course leads to questions around yet another disruptive technology on the horizon namely The Internet of Things. Whilst there has been a lot of discussion around IoT and Field Service it’s not really been as embraced as fully as some may have thought by now. Perhaps partnerships such as IFS and Microsoft could be the next stone to that wider spread adoption?

“I think so” Massey replies when I put the question to him “Its certainly ticking a few more boxes that actually facilitates some of the benefits of IoT because with a hosting platform like Azure behind it that provides a lot things from the reliability and scalability, the security of data, and all those things that people are sometimes a bit frightened of when people talk about automating”

 

“Having data moving around between machines and the cloud, those are real life concerns that classical ERP and companies using ERP in that classical way are very frightened of.” He adds

“It’s not just to do with the IoT but the whole security of Cloud computing is approached the same. But just the fact that it’s Microsoft if you engage with them they’ve got a really good story about security which does take a lot of the potential concerns off the table I think it’s another facilitator effectively in terms of IoT meaning something tangible to people.”

The killer app?

As we return our focus to the Announcement of Apps 9 I reflect that the biggest buzz in the break after the initial sessions was all around a new solution called Lobby which allows individual users to have all of the data they need for their own specific roll or project in one easy place. It’s easily configurable, and a first initial look suggests it could be a powerful tool.

So what were Massey’s thoughts when he first encountered the idea, was it always a case of knowing that this would be the ‘killer app’ that would resonate so well with his customers or was he taken back by the overwhelmingly positive response?

“I think to some extent we’ve had similar technology in the past and through portal technology but because its’ now much more embedded in the application and it’s easier to set up and quickly show some real practical use of it” he explains.

 

“Yes I do think it will be the sort of headline feature that we are pitching it to be as one of the perennial challenges in selling ERP applications is presenting to the prospect the potential of all the information being at their fingertips. There is always a myriad of data in an ERP system it’s just a matter of getting at it in a useful way. So I think it’s a really graphical and hopefully relatively simple way of demonstrating that there is so much data that you can choose what data you want and how you present it .” he expands

“As a way of attracting attention to the depth of functionality beneath it in the ERP application I think it is really good and hopefully the technology in how to deploy it and customise it is straightforward enough for people to understand that it is easy to get it up and running.”

Look out for the third part of this exclusive interview as we turn our attention to the impact of consumerisation on enterprise applications…

 

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Continuing our series of interviews with industry leaders, Kris Oldland took the opportunity to sit down with IFS Managing Director, Paul Massey at the IFS World Conference in Boston last month. Against the backdrop of the launch of the swedish ERP provider’s latest product suite Applications 9, the conversation looked at both Massey and IFS’s journey across the last twenty years or so…

It’s been a busy month for IFS with a raft of new developments announced at their 2015 world conference including the launch of IFS Applications 9, key partnerships with Accenture and Microsoft, the launch of a Managed Cloud Solution plus a number of improvements to their field service offerings.

Field Service News Editor Kris Oldland spoke to Paul Massey to discuss what these announcements mean for the Scandinavian based company.

With so many big announcements coming in the first morning of this years world conference it felt like a sensible idea to try and put this into context of the near twenty year journey Massey has been on with IFS.

“Back when we became IFS back in early 1997 that was when the product was becoming graphical” Massey begins.

“There was a long history with my company Avalon and IFS who at the time were our Scandinavian distributor. Basically Avalon didn’t make the transition from character to graphical so IFS acquired most of the assets of and at the outset it was all about that new graphical user interface along with the component architecture story that IFS already had. So for us that was the first major milestone and in a way that was the first wave of internationalisation for IFS.” He continues.

Indeed IFS had been a very Scandinavian centric company before that point with one operation in Poland but little else beyond there home market.

This all began to change in the the late nineties as following on from the UK acquisition France and Germany and then a US acquisition.

As Massey explains “The first three or four years of our time with IFS was all about becoming an international company. There was a massive amount of investment in that area in sales and marketing functionality to cover other markets etc so that was a big investment period for IFS so in the early noughties there were some financial difficulties from a financing point of view because that was such a period of aggressive expansion. I wasn’t involved in the senior management then as I am now but I’m guessing they saw that was required to get a global footprint as quickly as possible.”

 

In fact this aggressive expansion plan resulted in a marked a period for IFS between 2000 and 2004 when there was negative growth. However as the world faced an economic crisis in 2008 IFS had already taken their hit and as competitors started to suffer they emerged as a healthy, profit making organisation.

“We’d finished spending our money and were set to reap the benefits of our investments” Massey admits. “We managed to more than survive that phase because it definitely impacted on others much more than it did us. We continued to grow as we moved from a negative cash flow to a really positive cash flow and we came out the other ends of that in a very healthy state.”

But what about the product how did evolve also?

“Having gone through the transition to graphical interface right at the beginning the next major milestone was enterprise explorer, the .net client in the Apps 7.5 release.” Massey explains.

 

“That was the next technology milestone from IFS’s point of view from then all of the releases i.e. 7.5 then 8 and now 9 have been more heavily focussed on broadening out the level functionality in each of the industries we target and obviously keeping the technology up to date.”

Which brings us up to Apps 9 which has brought a number of new features that had the delegates of their world conference more than impressed (see page 48)

“From a technology point of view I think the Layered architecture and some of the stuff we are doing with in-memory optimisation (which will be in an update of Apps 9 a little later in the year) is really important.” Explains Massey “You’ve got to keep the functional and technical streams running together in parallel which I think we’ve done. I think there is enough of both of those things in this release to get the customers interested in it.”

Look out for the second part of this exclusive interview where the conversation turns to the Cloud…

 

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Speaking exclusively to Field Service News ServiceMax COO Scott Berg has discussed the similarities between widely differing industries, the rapid rise of ServiceMax and why the IoT hasn't quite got fully up to speed as yet which we featured in the first part of this interview.

In the second part we saw just why Berg believes the field service software specialists are in pole position to deliver the much promised benefits of Big Data to field service and why their relationship with Salesforce has evolved to a more equal footing.

However, whilst not afraid to identify the strong position ServiceMax have established, of which he is clearly proud. He also goes to great pains not to diminish the respect and thanks he has for Salesforce.

“I can’t say enough about what an enabler it was.” He adds quickly “ For a company like us, and I’ve been there six years, we should be nowhere by now. We should have just blown the first three years just trying to get this thing running and begging to get those first twelve customers.” He says only half joking.

“Here we are getting a hundred and something customers a year. And 40 a quarter so I think it has been a really unique experience because of that.”

Of course whilst things have panned out rather nicely for Berg and the ServiceMax team, with such a close alliance there was always the danger that unless if they didn’t evolve their own IP as swiftly as they have that their rapid rise to prominence could have been stunted, with the company being dismissed as simply an add on for Salesforce.

Was this part of their thinking when they took such an aggressive development path, was it always a case of needing to establish their own clear identity within a specific timeframe?

“I don’t know that we thought about it deliberately that way but I think its sort of ended up that way in hindsight.” Explains Berg

“I think honestly what we were responding to was the demand of the market. Our focus, our mission has really been about that field service engineer, that end user, the guy in the van or on the end of that ladder so that drove us to do some things that Salesforce wouldn’t do like offline data synchronisation, and the kind of configurable process that you could run across a variety of devices and schedule optimisation. Mathematical optimisation is not really a feature of the Salesforce website so I think its really user driven demand”

He pauses a moment before continuing “But then you can look back on it and say wow we built all that stuff because we really needed to. It just so happens that is fairly independent intellectual property value specific to our market.”

This focus on the engineer brings us onto another topical and somewhat controversial topic, namely wearable computing.

“We’ve been working for several months now on a Google Glass prototype, and showed it around a couple of our smaller user groups.” Berg begins when I ask him if the advent of Saleforce Wear has spurred ServiceMax into developing  solutions for wearable devices.

“A lot of customers of ours are in safety conscious environments. Where there are lots of checklists, where the engineers are working in real hands-free, high risk environments. We’ve been looking at Google Glass as a compliment to mobile phone apps, where you can get into a hands free series of procedures, or check off certain standards, action the completion of certain tasks that is required for maintenance in regulated environments and things like that.” He adds.

But is there an interest amongst their client base for wearables at all?

 “We’ve had a few projects around this and we’ve run it by a few customers.” Berg starts. “There is definitely a cool factor. Even looking at the various mobile devices its been kind of eye opening for us to identify what are each customer going to use these devices for? Let’s take Google Glass as an example, battery life is not outstanding, and many of the visual cues still involve tapping your temple to get it to do some things. So whilst the promise of a hands free, see what I see, remote eyes and ears kind of thing is out there, you’ve still got to think of the practical reality of how is somebody going to use this on a job site.”

“It’s been an educational process for us more than anything. How do these gadgets interplay with each other, in a course of a day?”

This of course has been one of the big challenges for the widespread adoption of wearables. Whilst the hyperbole that has surrounded such devices, particularly Glass has focussed on the devices as a replacement mobility tool, this is not how Berg sees it.

“I think it’s definitely a complimentary device, that’s the way that we see it. I don’t know if its going to be right for everybody any more than I could tell you everyone should use an android phone or everyone should use a tablet.”

For ServiceMax it seems that the emergence of wearables just means further ongoing developments for yet more platforms, which is just par for the course.

“I think one of the things we’ve embraced smartly is we’re not going to be able to dictate to every customer how they want to operate, so we’ve got a windows laptop version that works disconnected.” Berg explains

“This is a big deal in medical regulatory environments because they plug in peripherals and download diagnostics and reprogram cancer surgery equipment and things like that.”

“However, Coca-Cola said ‘look I want to take calls and log my work pretty simple work process – iPhone only.” He continues.

“I’ve got other customers that are deploying a number of devices. They’ve got laptops, they’ve got online web-presence and then they’ve deployed our iPad solutions as well. So I think they [wearables] are just another compliment and we need to be ready to make our experience happen across all of those because we won’t be able to dictate to people ‘oh yeah we’re the Google Glass guys and you have to do it this.”

For the time being I don’t think Berg and the team at ServiceMax need to worry about that. Infact I don’t think they need to be worried about being pigeon holed as anything other than ‘Oh yeah ServiceMax, they’re the guys that everyone seems to be talking about’. 

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Servitization is a key trend in that is rapidly on the rise in manufacturing realm and it's impact on Field Service could be game changing. But what exactly is servitization, how can it change the way we work and will it live up to the hype?

To find out more Field Service News Editor, Kris Oldland spoke to Professor Tim Baines one of the leading proponents of the servitization movement

 

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