Published on May 19, 2008
Co-creation: innovation with your customers MarketeerCongres, 8th of May 2008 Martijn Staal Online: Martijn.Staal@tno.nl www.tno.nl/ict +31 6 519 162 37
Co-creation, MarketeerCongres 2008 2 Co-creation is HOT! “Inhabitants co-create Eindhoven” P2P foundation, 13th December 2007 “Internet users design their own car” Emerce, 10th April 2008 “Citizen journalism site Skoeps stops” De Telegraaf, 5th May 2008 “Nokia involves consumers in product development” Nokia Morph, Emerce, 18th March 2008 Concept Lounge “Innovative building in Opeinde (Friesland)” Thecrowds.nl, 15th April 2008 What is the impact of co-creation for marketeers?
Co-creation, MarketeerCongres 2008 3 The ‘passive consumer’ becomes active; participation becomes the key Ranking Personalisation Links Search Rating Tags Tips
Co-creation, MarketeerCongres 2008 4 Before.. End user participation can increase the After.. Interaction: Interaction: success of the innovations www, email, Mass media IM, blogs INPUT Technology Market push Resources: knowledge, money,….. pull Length: Internal External Length: hrs, months, yrs weeks Idea Market Concept Implemen- Evalu selection & intro- & testing tation -ation Analysis duction Input: reports, Input: requests, focus groups OUTPUT user input Promotion: Promotion: one way Resources: ideas, knowledge, patents, viral, UGC products/services Closed, formal, Open, adhoc, patents Internal External informal,
Co-creation, MarketeerCongres 2008 5 Co-creation during Idea generation & selection Cambrian House Innocentive
Co-creation, MarketeerCongres 2008 6 Co-creation during concept & testing: gain insight into what (future) customers really want (Second life) 230+ employees 6 islands $10M investments
Co-creation, MarketeerCongres 2008 7 Co-creation during implementation: users finish the product how they want it (Nike ID)
Co-creation, MarketeerCongres 2008 8 Co-creation during market introduction: gain insight into customer experiences before introduction (Buzzer)
Co-creation, MarketeerCongres 2008 9 Many Youtube movies buzzers in radioshow buzzers launch website buzzers reviews on well-visited blogs 400 buzzers major event & onsite buzz
Co-creation, MarketeerCongres 2008 10 Co-creation during evaluation: improving current operations for businesses (KLM) •Share ideas and suggestions •Discuss with KLM employees Results in 4 months •10.000 companies were invited, 1.000 responses •800+ ideas •40 directly involved employees participate in discussions klm.bluelab.nl
Co-creation, MarketeerCongres 2008 11 Co-creation must fit into the corporate strategy; some companies should not make use of it “Den Haag stops in Second Life” AD, 10th April 2008 “Apple’s products do not fit into co-creation with customers” Express.be, 28th April 2008 “PCM and Talpa abort Skoeps” Telecompaper, 4th May 2008 •Think about the goals that you want to achieve by co-creation thoroughly! •Co-creation may take more time to develop than expected •Co-creation is not free and risks may be greater than the benefits •What are the benefits for your company? (financially as well as non-financially)
Co-creation helps you to get to know your customer and make innovation successful! Thank you for your attention! Questions? Martijn Staal Online: Martijn.Staal@tno.nl www.tno.nl/ict +31 6 519 162 37
Co-creation, MarketeerCongres 2008 13 Appendix
Co-creation, MarketeerCongres 2008 14 HOME TNO ICT LABS CLIENTS The five core areas of TNO TNO TNO Quality of Science TNO TNO Life and Defence, Built TNO Industry Security and Environment Safety Information and Geosciences Communication Technology FACTSHEET Annual turnover 830 M$ Founded in 1932 4700 employees Largest independent contract research company in Netherlands 60% MSc / PhD TNO ICT: 350 research specialists Mission: to make scientific knowledge applicable Top 10 favorite Dutch employer
Co-creation, MarketeerCongres 2008 15 HOME TNO ICT LABS CLIENTS ICT and profit Usability Business impact analysis Innovation and VoIP Corporates SME implementation Operators Mobile services ICT users Security and ICT providers Customer reliability End-to-end Experience Government Quality of Service Service providers RFI/RFQ Vision and strategy ICT performance All-IP, Multiplay assistance Our mission: Home networks Billing & CRM Making ICT knowledge Core & Acces Business modelling applicable DOCSIS, CMTS networks e-Government Fixed Mobile convergence System integrators e-Learning Society, UMTS, Wifi, Technology & ICT policy ICT policy WiMax, RFID ICT suppliers Innovation makers Spectral management Public Key Infra’s Vendors Government IMS, i-mode (PKI) Radio planning Defense and ICT Service architecture e-Health design Wireless Java
Co-creation, MarketeerCongres 2008 16 HOME TNO ICT LABS CLIENTS On-site labs make scientific knowledge practical ON-SITE LABS Multimedia Lab IP (VoIP) Lab Digital Home Lab Billing Lab Service Experience lab PKI Lab Usability Lab Lab for mobile terminal and portal performance measurements Idea creation lab Access lab Lab for voice controlled services
Co-creation, MarketeerCongres 2008 CLIENTS 17 HOME TNO ICT LABS CLIENTS TNO delivers value worldwide • Applied scientific knowledge • European market insights CLIENTS
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