What Are Digital Business Models in Manufacturing?
Digital business models are based on several core areas, including:
- Digital Platforms: They provide access to products and services, enable self-service functionalities, and enhance customer engagement.
- Automation & Process Optimization: The strategic use of technology helps reduce costs and improve efficiency.
- Data Analytics & Service Orientation: Data-driven models help understand customer behavior and offer innovative services.
The key takeaway from the talk: Successful digitalization is about more than just moving sales online—it requires well-thought-out, long-term strategies.
Challenges and Solutions
The manufacturing industry is currently experiencing a second wave of digital transformation. Many companies have already introduced digital processes, but these often exist alongside traditional structures without full integration. The main challenge now is to extend digitalization across all business areas to create real value.
One major obstacle is internal resistance to change. Digital transformation requires not only new technologies but also a cultural shift. Change management strategies and iterative rollouts help implement changes gradually and with greater acceptance.
Another challenge is high product complexity. Manufacturing companies often manage a wide range of product variations, which must be incorporated into standardized digital processes. Product Information Management (PIM) systems and modular e-commerce solutions can help establish a centralized and consistent data foundation.
Customer acceptance is also a crucial factor. Companies cannot assume that digital services will be automatically adopted. Incentives such as exclusive digital features or financial benefits can enhance acceptance and foster long-term customer engagement with digital platforms.
Additionally, many companies struggle with integrating new digital business models into existing processes. A harmonized IT architecture that connects various systems through interfaces is key to success. It is essential to move beyond isolated technology projects and develop a long-term strategy that supports business success.
To succeed, companies should focus on process optimization in manufacturing, automation in production, and digital platforms for B2B commerce. A well-defined digitalization strategy helps direct investments efficiently and maximize results.
Digitalization is not an automatic success—it requires active management to create sustainable competitive advantages.
Successful Real-World Applications
Digital business models only reveal their true value in practice. The Expert Talk showcased several exciting examples:
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Automated Order Processing in E-Commerce
- Example: Launch of a new webshop with direct SAP integration.
- Implementation: Started with a Minimum Viable Product (MVP) and gradually expanded.
- Key Insight: Customers do not automatically embrace e-commerce. Incentives such as discounts, express delivery, and exclusive services are essential.
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AI-Powered Customer Portal
- Example: Automated product information and support responses.
- Implementation: AI-driven chatbots assist customers in quickly finding relevant information.
- Key Insight: Internal employees also benefit from this platform, as they can access customer data more efficiently.
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IoT-Enabled Subscription Models
- Example (dormakaba): Transition from physical keys to digital access solutions.
- Implementation: Introduction of subscription models for digital key systems.
- Key Insight: Recurring revenue streams and improved customer loyalty through digital value-added services.
The Impact of AI and Demographic Shifts
One of the most intensely discussed topics in the Expert Talk was the influence of AI and demographic changes on business models.
- AI simplifies customer service processes: AI-powered tools enable customers to find relevant information instantly or translate content seamlessly into other languages.
- New generations demand digital solutions: Millennials and Gen Z expect the same digital experiences in B2B as in their private consumption.
Expert Conclusion: Companies must adapt now to stay competitive in the long run.
What Companies Should Do Now
What strategic steps should companies take next? The experts agreed on the following key actions:
- Clearly define: Should the company be an innovator or a market follower?
- Prioritize customer value over simply implementing technology for technology’s sake.
- Start pragmatically: Agile, incremental improvements are more effective than large-scale transformations.
- Use automation as a lever to increase efficiency and better allocate internal resources.
Conclusion
The digital transformation of the manufacturing industry is progressing rapidly. Companies that invest strategically today, automate their processes, and place customer needs at the center gain clear competitive advantages. Whether through AI, e-commerce, or IoT-enabled services, the goal is to unlock digital potential and implement it strategically.
The Expert Talk demonstrated that companies that act early can not only streamline operations but also open up new revenue streams. The question is no longer if digitalization is necessary—but rather how it can be best implemented.
