Rolls-Royce ‘change for good’ sustainability award copywriting, IFS. Each year, IFS ‘Change for Good’ Sustainability Awards recognize ESG excellence across its global community of customers. Following an interview with key stakeholders, I created this profile for ‘Best use of IFS Technology’ category winner Rolls-Royce.
- COPY: Ian Castle, Freelance Copywriter
- CLIENT: IFS
Sustainability case study copy sample, Service sector, IFS (US English)
[Excerpt]:
20 years ago, Rolls-Royce started to revolutionize the aviation industry with its pioneering servitization concept, TotalCare: selling airline engine flying time as ‘power by the hour’, inclusive of all maintenance costs. The idea was quickly embraced by airlines keen to plan their operations with certainty and eliminate risk. TotalCare put keeping aircraft operational and generating revenue at the center of every customer relationship.
Multiple Digital Twins
Two decades on, advanced digital technology, cloud computing and remote data exchange see all 10,000 Rolls-Royce engines in service modelled virtually, each as a True Digital Twin. Explains Ward, VP of Digital Systems, “Our ‘Blue Data Thread’ program provides a constant digital data link between each Rolls-Royce powered aircraft, every airline operation, every maintenance shop and every factory. This bi-directional real-time feed provides a rich, seamless stream of information which we analyze and share to accurately monitor and predict performance. “By capturing engine field data and ‘return on experience’ insights, we can optimize fleet management, the supply chain, and maintenance and repair & overhaul (MRO) service delivery.
This digital backbone gives us the data and the analytics needed to accurately predict and manage engine maintenance cost and risk on a case-by-case, engine-by-engine basis.”
Pioneering connectivity
This ability follows new connectivity engineered this year by IFS for aviation customers of Rolls- Royce. Thanks to an IFS software plug-in module, airline operators using IFS Maintenix software to manage engineering, maintenance, and supply-chain activities can now enjoy real-time automatic integration of their system data feeds to the Blue Data Thread. This allows accurate TotalCare forecasting by Rolls-Royce, with automatic uploads into each operator’s system to support their operational maintenance and engineering planning.