The MCPC // 2009, the 5th World Conference on Mass Customization and Personalization is on now.  We had been invited by the conference organization board to present Fluid Forms in Helsinki. But unfortunately we have been hyper-busy these days here in Austria and hence couldn’t make it to visit the MCPC…But none the less I will try to provide you with some MCPC content during the next week.

On the first day, Joseph Pine, the brilliant mass customization visionary, presented on the MCPC 2009 his ideas about the “Future of Mass Customization”.

He seas the future of user co-creation concentrated in 4 main threads:

(Read a detailed description of the 4 threads on Frank Piller’s Mass Customization Blog)

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1. From mass customization to continuous innovation:
Pine says that in order to build a sustainable mass customization business, mass customization has to be connected with user co-creation tools that continuously work on the solution space (or design space as we call it at Fluid Forms) of the mass customization offering.

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2.From markets of one to “one of markets”:
Mass Customization will not only focus on serving the needs of one single person (markets of one) but will also manage the bundeling (matching) of a single customer’s needs depending on different contexts (e.g. you traveling alone and you traveling with your family – different context, different personalized needs) -> “one of markets”

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3. From reality to virtual reality:
We will use virtual reality more often to personalize the self in a virtual world.
Does this mean we will see more (un)successful Second Lives?

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4.From Mass Customization of offerings to Mass Customization of management
Pine suggests to take the knowledge and tools of mass customization and introduce them into business management -> the mass customization of business management.

My personal opinion? I am not quite sure if there was really so much groundbreaking stuff to learn during the speech of Pine. Due to the fact that I wasn’t listening to the speech I don’t really have an idea what Pine exactly tries to say in Thread 2 and how the realization of Thread 4 will look like…so I am looking forward to learn more

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This entry was posted on Wednesday, October 7th, 2009 at 9:18 am and is filed under General Interest. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.