11. Leading in … digital technology innovation eco co-creation design useful marketing
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15. “ Our mantra: innovate, innovate, innovate” “ The single most important thing is that we speed up our innovation machine, which means that we bring more highly appreciated products to the consumer so that they say, ‘ Wow , this is really something I would like to have’”
16. The actual product experience increasingly becomes the centre of conversation vs.
17. Remarkable products use advertising as a window display Unremarkable products use advertising as a smokescreen
23. “ When it comes to digital technology, because there is a blur and overlap between the product and the experience, where the messaging ends and the product begins is very grey.” Rei Inamoto, AKQA
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25. Airline industry – digital technology is changing every step of the journey
26. Food delivery category – digital technology is changing the ordering and delivery process
27. Banking industry – digital technology is changing the accessibility, availability and flexibility of their services
28. European banks give customers sub-par online service experiences Source: Forrester’s 2007 European Bank Secure Web Site Ranking. Provisional scores Below minimum standards Meets or exceeds minimum standards 0 25 50 75 100
29. Newspaper industry - digital technology is changing newspapers from paper channel into multimedia product
30. Leading in … digital technology innovation eco co-creation design useful marketing
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36. For the decade ending in December, 2004, the basket of 61 companies in the council's Design Index outperformed the Financial Times Stock Exchange 100 (FTSE100) stock index by more than 200%.
37. BA created the world's first totally flat airplane bed, drawing back business-class customers, pushing seat yield up 9% and stabilizing BA's rocky share price.
43. Closed vs. open innovation Sources: Forrester – Innovation Networks, June 17, 2004 Closed Innovation Open Innovation Corporate ethos “ We can do it, we will do it” Best from anywhere Role of customers Passive recipients Active co-innovators Innovation success metrics Increased margins/revenues, reduced time-to-market, market share within existing market R&D ROI, breakthrough product or business models Role of R&D and operations Design, develop and market in-house inventions Optimize performance of owned assets through both in-house and external development; do enough R&D internally to recognize significant external R&D
44. P&G – Connect and Develop “ In 2000, we decided to stop being Fortress P.& G., and move to an open innovation system that could attract innovations of all stripes from the outside.” A G Lafley, CEO Procter & Gamble
45. Tcho – Chocolate 2.0 Continuous flavour development based on customer feedback
46. Leading in … digital technology innovation eco co-creation design useful marketing