Augmented reality in marine engine field service - case Wärtsilä

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School of Business | Master's thesis
Tieto- ja palvelutalouden laitos
Degree programme
Information and Service Management (ISM)
In this research are studied possibilities to apply augmented reality tools into marine engine field services. The field service is very much related to available resources. Especially, arranging the schedules of personnel of the field service on board are challenging. In this research is not tried to find any particular technological solution, the approach is in developing business development opportunities with new emerging technology. Use of digital devices increases in conventional human related service industry. Digital platforms based tools enable to efficient working procedures and additionally, working methods of new kind. The term of augmented reality (AR) is rather old and some applications have already been available rather long. Until resent development of computing capacity and efficient communication possibilities has been enabled to utilizing mobile devices efficiently. Because of the novelty, AR have not been available for industry specific procedures. In this thesis has been collected different technological backgrounds, value configuration models and business specific characteristics together. In this thesis with quantitative methods has been built a picture of the company current service offering to the customers. The services are analyzed and categorized according to their nature. The research has been conducted by interviews and derived from public available marketing and investor information. Additionally, with the external interviews is tried to build an impression of the customer needs and cross industrial perspective use of AR technology in the business. In the conclusions are presented how the affects of augmented reality tools are compared with the different value configuration models from the marine field service point of the view. The model estimating how augmented reality tools are able to apply. Additionally has been estimate different business model possibilities and how to arrange business with AR tools. This research shows that AR tools that are based on digital platforms could be able to change business logic and open new business possibilities. Utilizing digital platforms information exchange enables the value shop type of business transform towards to the value network model. In the strategic decision-making has to decide what kind of role the company will adopt in this new situation.
Thesis advisor
Tinnilä, Markku
Kuula, Markku
augmented reality, field service, value configuration, marine industry, digital platforms, value chain, value shop, value network
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