C-AWARE: Enabling Consumer Awareness of Carbon Footprint Through Mobile Service Innovation (Cambridge/Nottingham/Exeter)

Lead Research Organisation: University of Warwick
Department Name: WMG

Abstract

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Description The key finding of this research is the role of context (situation) in behaviours and how context might be codified as archetypes so that firms can plan around archetypes rather than having the high risk of variety.
Data collected from a survey on smartphone users conducted with China Mobile in Malaysia, Singapore and Beijing demonstrated a role of context (i.e. situation) within co-creation, as opposed to simply considering the user's profile or disposition. For instance, studying smart phone users in isolation would not take into consideration the multitude of applications (apps) that can be very valuable in different contexts.
The survey also demonstrated the influence of effectual reasoning (rather than causal reasoning) on technology use, requiring focus on context as well as use. For instance, smart phone users acquire apps not only based on demand (i.e. I need to do something, so I find an app for that), but also because some apps may be useful to them in the future.
A framework for contextual invariances for the business/pricing model was developed. This has the potential to assist firms in achieving better value co-creation capabilities and in reducing energy consumption. Monitoring hardware and software has been developed and deployed within the Computer Laboratory building at the University of Cambridge as a test bed and in domestic buildings through the University of Nottingham.
Exploitation Route As mentioned, the key finding is the role of context (situation) in behaviours and how context might be codified as archetypes so that firms can plan around archetypes rather than having the high risk of variety. Such findings can be useful in any sector where variety in the use of objects is a challenge.
Sectors Aerospace, Defence and Marine,Digital/Communication/Information Technologies (including Software),Energy,Healthcare,Manufacturing, including Industrial Biotechology,Transport
URL http://www2.warwick.ac.uk/fac/sci/wmg/research/business_transformation/ssg/research/contextualisation/caware/
 
Description The notion of contextual archetypes have now been used to understand changing behaviours in delivering complex service contracts of object performance such as Rolls-Royce engines and aircrafts. This has resulted in the development of the AXIOS software which is being used by Rolls-Royce to understand use archetypes.
First Year Of Impact 2012
Sector Aerospace, Defence and Marine
Impact Types Economic
 
Title AXIOS : end-to-end decision support tool for service capability 
Description AXIOS provides a visualisation and an assessment of an organisation's capacity to deliver customer value. The software demonstrator links customer preferences for the features of the service-product bundle to delivery processes, resource utilisation, and costs through value algorithms. It provides enhanced visibility, insight, and decision-making, improved effectiveness and efficiency across all service delivery processes, improved customer satisfaction, increased marginal income, and increased scalability of service value. AXIOS completed its proof of concept with Rolls Royce in January 2011. 
Type Of Material Computer model/algorithm 
Provided To Others? No  
Impact The AXIOS tool is currently being licensed to Rolls-Royce, which uses the tool to help optimise customer contracts as well as create new contracts. The commercialisation of this tool (ie Rolls-Royce pays a licence fee to use the tool) is proof of the tool's effectiveness.