Extended Mass Customization – Creating Adaptive Products with Embedded ICT

Companies have started to apply Mass Customization (MC) strategies to fulfil customers’ individual needs while maintaining cost-efficiency of operations to ensure low prices. Several authors have proposed frameworks and classifications of MC models and strategies. However, in none of these frameworks a product is seen as an active player in customization. Mass Customization is always seen to be a result of interaction between customer and provider (manufacturer/retailer). However, as the object of customization is often a product, why not make it also an active player in customization by adding some intelligence to product? The advancements in area of Information and Communication Technologies, like miniaturization of electronics, mobile connections and new sensor technologies, enables many new possibilities for this kind of development. This development is already on the way, for example, in software business producing intelligent applications and also in business-tobusiness environment by companies manufacturing machinery with a computer installed inside with capabilities to store, process and communicate data and information. In this study we try to conceptually identify the possibilities for this kind of ‘extended mass customization’ and how it differs from traditional Mass Customization. We also demonstrate this ongoing movement to adaptive products with one case description.