Basic principles of the ubiquitisation strategy

The basic principle that underpins ubiquitisation is that it makes it much easier for customers to buy the product or use the service.   Since customers are part of the service process, originally this was done by setting up operations in appropriate locations using specific site selection criteria.   For instance, many pubs in the UK are on street corners thereby maximising passing pedestrian traffic.  In this way chains of operations were set up.  More recently this is been extended by taking the product or service to other settings where the customer is, often by establishing new and additional kinds of service point, such as carts, kiosks, or vending machines.

Hence there are three basic forms of ‘extended ubiquitisation’, which are based on technology, mobility and secondary locations.

  • Technology – organisation install additional service points in fixed locations using technology such as ATMs and vending machines.
  • Mobile ubiquitisation on the other hand moves or transports the service point to wherever it is needed.   Examples of this are mobile ice cream vans and home delivery by supermarkets or pizza restaurants.   In some cases, these additional service points are fully mobile, but in other cases placed in a fixed location for a specified period of time.   Such facilities are often trailers that are towed to outdoor locations for special events, such as sports meetings, festivals, fetes and so on.
  • Secondary locations can also be used to extend the market reach of the main outlet. Such locations can be kiosks or so-called micro-units offering a reduced product range.
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This entry was posted in Chap 14 Operations strategy, Sector: Entertainment & Sport, Sector: Financial Services, Sector: Hospitality & Tourism, Sector: Public Services & Charities, Sector: Retail and tagged , , . Bookmark the permalink.

2 Responses to Basic principles of the ubiquitisation strategy

  1. Jamie says:

    Hi Peter,

    Do you think the “Ubiquitous” label can be applied to virtual items as well? I’m thinking of the facebook/twitter/linkedin etc buttons that can be found on most websites (this blog included!) I’d propose that rather than a marketing tool, they facilitate part of the target websites service offering (the ability to share information within a social network). It certainly makes it easier to use the service, although easier for the “users” rather than the “customers”!

    I’d be interested in your perspective. Thanks! Jamie

    • Hi Jamie,

      As well as blogging this ‘chapter’ on ubiquitisation, we have other ops strategy ‘chapters’ on low cost, servitisation, and etc. One of these as yet unblogged ‘chapters’ is on the strategy of ecommerce. So in answer to your question, we apply ubiquitisation to service operators with physical assets, not those operating on the net.

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