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TAILORED WELDING / foCuS finlAnd Changing times and new economic realities are giving rise to creative new approaches to some of the most basic features of business operations. Text: Eddie hawkins Photo: Matti viljanen { welding Tailored etworked business models cutting across old boundaries and entirely new revenue logic are turning challenges into growth. Kemppi, a leading manufacturer of electric welding equipment; Barona, one of Finland's largest human resources companies; and VTT Technical Research Centre of Finland have created and launched an innovative new service product called HumanWeld Performance3. The tailored rental service packages personnel with the latest welding equipment technology and productivity monitoring. The basic idea is to combine the strengths of both partners to generate additional value to the customer, and new revenue streams for the suppliers. "As a general trend, different technologies are becoming saturated," explains Kemppi CEO Anssi Rantasalo. "Differentiating in technology is rarely possible and manufacturers have traditionally sought expansion through spare parts, maintenance and consulting. New ideas are needed." Within the service product, Barona is responsible for human resources, implementation and branding. This releases the employer from the challenges of personnel resourcing and introduces flexibility to changing situations. Kemppi's contribution is welding equipment and the monitoring of client productivity. Training and certification are managed together. "We took the challenge of crossing boundaries and innovating. We went beyond obvious customer need to bring something new to the marketplace that would dramatically improve customer operations. The concept deepens our partnership with the customer more. And, the service pricing is based on production efficiency and quality. The customer only pays for work done." Rantasalo goes on to boast, "The enthusiasm of market response shows we are right on target." Z N "We went beyond obvious customer need. " 27
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