Scania is a Swedish manufacturer of trucks, busses and marine engines. With more than a hundred years of manufacturing experience Scania has built a track record of highly reliable and energy efficient trucks. Over the years Scania has been expanding its offering with maintenance services and later with data driven services to assist their clients in their daily operations. This thesis proposes an innovation strategy and service proposition for building on these data driven services.

The transport system is currently undergoing a transformation, led by trends like electrification, digitalization and connectivity. These trends have effects on how the value network of transport and logistics is organised and offer space for new business models. For Scania this means that there are opportunities to rethink favourable positioning in the value chain and develop business models, related to data driven services. To explore these potential new business models and positioning, this thesis aims to create a strategy, captured in a roadmap, supported by a new service proposition captured in a use case.

To create an according strategy and service proposition the internal environment and customers, value network, consumer context, market trends, technologies were analysed. These aspects formed the foundation for defining a strategic direction and future vision on data driven services. With this project the decision was made to narrow down to one specific application of transport to be able to provide more focus and in depth contextualisation. The chosen application was cooled transport for grocers, due to the perishable nature goods and transformation towards e-commerce. The future vision that was developed based on the insight gathered is: “Providing carefree cooled logistics.”

With this future vision a new service concept was developed that supports grocers in operating their logistics operations carefree by enhancing trust, increasing transparency and operational efficiency. This is accomplished by a combination of load sharing and secured data sharing, in which blockchain technology plays a key role. The concept was captured in a service blueprint and further illustrated in a use case.

Finally the concept has been captured in a roadmap, to build a pathway towards reaching the designated vision of providing carefree cooled logistics. Although the service concept and roadmap are targeted at cooled transport for grocers, some needs and principles are transferable to other applications of transport, creating potential opportunities for service development in other applications of transport.

Scania is one of the world-leading manufacturers of trucks and buses for heavy transport, combined with an extensive product-related service offering. This thesis proposes a data-driven service innovation strategy to leverage the potential of data and data intelligence for Scania's future business in the truck segment. The freight transport industry is significantly disrupted by trends such as digitalization, automation, connectivity and electrification. These trends will restructure the value network of the freight transport industry by creating new ways of doing business. Enabled by connectivity and data intelligence, vehicle data can be aggregated and processed to provide data insights that benefit the logistics chain. It unlocks new opportunities for Scania to deliver new digital services driven by data, extending beyond their traditional business model. Therefore, to fully exploit the possibilities of the value pools created by data, the thesis aims to create an innovation strategy to define Scania's new market positions and customers and create a coordinated roadmap for Scania's future data-driven services.This strategy has been developed by analyzing the internal environment, the value network of the freight transport industry, the logistics chain, market trends and technologies. Insights from research have been synthesized to envision the future scenarios of the value network and define Scania's strategic direction. In the short term, Scania delivers digital logistics services to shippers and carriers, enabling them to achieve efficient and sustainable transport operations collaboratively by data sharing. In the long term, Scania aims to offer Logistics as a service with autonomous vehicles directly to shippers by partnering with a digital logistics broker. A future vision has been created for Scania's service development by 2030: "Scania as a sustainable transport ecosystem enabler, providing customers collaborative and optimized logistics solutions powered by open innovation to drive their business forward." To reach the future vision, four main service systems were designed incrementally and related to other technologies:1. Connecting & Sharing: Enable visible and controllable transport operation for both carriers and shippers through seamless data orchestration and sharing.2. Optimizing transport operations: Delivering sustainable and efficient logistics and transport management services to customers via data-driven decision making and integration of digital logistics brokerage platforms.3. EV transition Acceleration: Accelerating the transition to electrified vehicles by providing customers effortless transport experience with smart routing and power charging services.4. Logistics as a Service with autonomous vehicles: Transforming towards the transport ecosystem enabler by providing Logistics as a Service with autonomous vehicles.The strategy is presented in the format of a roadmap with all the elements such as trends, user values, service systems, technologies and business. By following this path and delivering these data-driven services to the market, Scania can create multi-dimensional business models and shift from a truck OEM (original equipment manufacturer) to a service provider with production.