On October 25th, Maximilian von Löbbecke presented Claas’ digitization strategy to more than 70 chief technology officers, CTOs and technical managers at the CTO autumn forum, based on the motto: “BigData without BigIdea is BigBullshit”. He described the development of individual smart products and their networking towards a system of products that operate in an increasingly digitized environment and the subsequent development of a data-driven business eco-system in the agricultural industry.
The manufacturer-independent networking on the 365FarmNet platform is a key success factor. To do this, data from Claas, but also from many other manufacturers, must be integrated into the system. Data availability and consistency from Claas alone from the retail sector, from Claas customers, from after sales and from wholesale is an enormous challenge due to the extremely heterogeneous and historically grown system landscape. Because of these different systems, creating a seamless and consistent customer journey and user experience is also extremely difficult.
How does the traditional premium manufacturer CLAAS deal with the threat to its core business? Are parts of the added value shifting from manufacturing to the application phase? What relevance will CLAAS play tomorrow for customers with previous business models? Maximilian von Löbbecke’s lecture focused on these questions.
The change of perspective from the product to the customer results in new digital business models and customer insights: 365FarmNet, an IoX platform as SaaS in B2B. The customer is the agricultural production company, which can plan, control, monitor, analyze and optimize its processes with just one single software through 365FarmNet – from the fulfillment of legal requirements to decision support.
The open platform allows other market participants involved in the customer’s value chain to provide their digital services in an integrated manner. This creates a comprehensive solution ecosystem with a large technical coverage.
What are the challenges in the design, implementation and marketing? The open platform allows other market participants involved in the customer’s value chain to provide their digital services in an integrated manner. This creates a comprehensive solution ecosystem with a large technical coverage.
The analysis and structure of the IP strategy based on IP design is documented in the Claas case study. The agricultural eco-system is significantly more digitally transformed than most other business eco-systems in the OECD countries. Therefore, a lot can be learned about other systems from the processes, strategies and business models.
One of the Case Study authors, Thomas Böck, CEO of Claas presents here the CLAAS Greenhouse – Harvest Faster with Digital Ideas. With the “Greenhouse” CLAAS, one of the world’s leading manufacturers of agricultural engineering equipment, has created a room for creativity and new ways of working and thinking. The building opposite the CLAAS plant was transformed into a co-working space and fab-lab for lateral thinkers and reflective minds within the company. It is also open for start-ups, customers, enterprises in the area, universities and research institutes. The 3DEXPERIENCE platform is supported by Dassault Systèmes’.
Maximilian von Löbbecke has been responsible for the development and management of 365FarmNet Group GmbH & Co KG since 2013. After studying mechanical engineering and medical technology, he joined the FIAT Group with an MBA program. In the corporate divisions FIAT Auto, Iveco and CNH, he took on international management tasks in the areas of development, production, sales & marketing. He also gained in-depth international experience in setting up, managing and exiting start-ups, including in California. He is a recognized expert in the field of tension between the ecosystems of classic industrial companies and agile start-ups.
For more than ten years he has been working intensively on the topic of digitization and its impact on different economic fields. In 2016 he initiated the conference series Farm & Food 4.0, which deals with digitization in the agricultural and food sector. He is often a speaker at business congresses and in Executive MBA schools (ESMT, HSG, Yale).