Customizing mass, the production of the future?
November 3, 2009
smart customization group at the MIT representatives visited the facilities of the Ikerlan-IK4, where he held a meeting with researchers from the Basque technological centre. She analysed the presence of customizing mass in the business world and their opportunities for development. Both centres agreed to point out that this concept is a key element in the competitiveness of companies in a time of crisis, however, has not removed the business opportunities.
According to Kotler and Pine, parents of this concept, mass customization is the procurement of products and services at low cost with high quality, through the production of the amounts demanded of personalized to each customer. The main advantage that comes up before the traditional production is that the company can respond to specific needs of each customer with prices equivalent to the production in large quantities, while maintaining the quality and delivery time.
A practical example of this system is the method used by Dell Computers. The client connects over the Internet and defines the configuration for the computer you want to buy, and may make the order in real time directly to the factory. Another example developed in our industrial environment is the implanted in Zubiola, which also allows configuring and ordering tools of court for the aeronautical sector.
The application of customizing mass is a continuous process; not everything is resolved; each company has to adapt customization to your specific needs, which are also changing. Ikerlan-IK4 works on the concept of mass customization with continuous innovation through various collaborations with reference entities in this area, their participation in the European project Remplanet and, above all, working closely with the company.