SHAPING THE FUTURE MARKETS Prof. Pekka Abrahamsson Free University of Bolzano, Italy Picture: © VTT

SHAPING THE

FUTURE MARKETS

Prof. Pekka AbrahamssonFree University of Bolzano,

Italy

Picture: © VTT

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COMMON AGILE CONCERNS & QUESTIONS

• What is agile, anyway? A method, set of practices, philosophy, mind-set, Scrum, ...?

• When should we use agile methods and when not?

• Isn’t agile best suited for small teams and organizations?

• Agile for software R&D is completely different from agile in e.g. IT management?

• Does agile deliver innovative products?

• Our management does not support us, can we still use agile methods?

• We used Scrum for a couple of months and it did not work. Why should we try it again?

• How to make the waterfall projects interact with agile ones?

• Is TDD a must, or can we do something else instead?

• How are agile and lean related?

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THE ONLY GOAL OF AGILE:LEARNING TO LEARN QUICKLY

21.04.23

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THE SECRET SAUCE: PRIORITIZATION

Cheap to implement

Costly to implement

Highbusiness

value

Lowbusiness

value

Great!Must-havefeatures

Crazy: These featureswill deteroriateyour system

Dangerous:Adding

unnecessarycomplexity

Risky features:Should be

First in the listto do

Cheap to implement

Costly to implement

Highbusiness

value

Lowbusiness

value

Great!Must-havefeatures

Crazy:These featureswill deteroriateyour system

Dangerous:Adding

unnecessarycomplexity

Risky features:Should be

First in the listto do

Less than10% of

all features?

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BUZZWORDS OF 2010’S

Lean Enterprise ThinkingTools: FLOW, Waste, kanban, etc.

Beyond Budgeting principlesTools: Strategy-Action (no budgets), removing KPI’s, etc.

Agile softwareTools: practices, visibility, frameworks, etc.

Old stuff

New stuff

Some Key Trendy Concepts – not yet fully understood in software

看板Kanban

現場Gemba

平準化Heijunka

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“Many good companies try to practice kaizen and use various TPS tools. But what is important is having all the elements together as a system. It must be practiced every day in a very consistent manner - not in spurts - in concrete way on the shop floor.”

Fujio Cho, Chair of the Board, Toyota

WE BELIEVED IN CROWDSOURCING!

HOW WERE THE IDEASCOLLECTED?

• A systematic brainstorming-session-process was used

• 23 events organized with 2000+ participants

• Participants' majority university students, school children, retired people

Fact corner:Consumers' effort - 1.5 personyears of idea generation

Topics of ideas

Hobbies & Leisure Travel Wellbeing

Culture & Entertainment

Home, family& friends

Shopping &services

Transportation & Traffic

Education &Work

Schoolchildren'sideas

4300 ideas

3700 ideas

5500 ideas

4800 ideas

2000 ideas

3000 ideas

4000 ideas

1800 ideas 12000 ideas

Familiar ideas(from memory)

Innovative,new ideas

Familiar ideas(from memory)

Innovative,new ideas

5-8 11-13# of ideas generated

?

Example ideas from the idea bank

"Excellent" ideas

• Warning if parking time is running out. Possibility to automatically buy or order additional parking time.

• Location-based filtering of incoming calls. E.g. No work-related calls at home

• Positioning of friends (if they allow). Services provides a location of friends

• Real-time information about seats available in a concert / event. One can choose the preferred seat from a map, and book / buy it

"Interesting" ideas• In a rally, one can get an information

about the condition of a car. A spectator will know if the car is going to break down

• Service that tells you how strong is the punch in your glass

• Opportunity to order "good explanations" when coming home late

• Information about power failures before and / or afterwards

• Information if the dog ran away. Also information about where the dog is

• Lie detector. The mobile handset carries out audio analysis and tells if someone is telling lies.

Example ideas from the idea bank

"Conventional" ideas

• The controlling of home automation system by mobile handset. Switch on/off lights, heating, etc

• Message from library if a new book of your favorite author is available

• Service, for getting current hit music to your mobile phone

• Possibility to record tv-programs in your mobile phone

• Humidity-sensor and alarming system in a diaper

• System for finding the nearest available parking place

Not a mobile service idea

• Mobile phone making a cup of coffee

• Mouth refreshener

• 3" nails inside the mobile phone

• Rat trap

• Beer tap (small) - managing the thirst

• Espresso-cooker

• Washbowl - if you have dirty hands

PRINCIPAL FINDINGS OFTECHNICAL ANALYSIS

• Consumers' needs not technology-driven

• 95% of the ideas can be realized with existing technology– 60% with 2G technology or 67% with 3G

– 13% requires Bluetooth, NFC

– Only 1,5% requires WLAN

• Only 5% have major technological constraints (energy consumption, processing power, bandwidth or screen size, etc.)

• Location-based services dominate (25%) contextual information needs

Alahuhta, P., Abrahamsson, P., & Nummiaho, A. (2008) On Exploring Consumers' Technology Foresight Capabilities - An analysis of 4000 mobile service ideas, ICE-B 2008 - International Conference on e-Business, 2008, Setubal, Portugal, INSTICC

Consumers as idea generators - lessons learned

• People who participated, really liked the brainstorming sessions

• Consumers not too concerned about IPRs• 38000 ideas can be collected locally in a less than a

week• Teenagers (age 15-18) were the most idea rich• Global communities require the use of (localized)

internet portals• Impartiality of the main player was helpful

Alahuhta, P., Abrahamsson, P., & Nummiaho, A. (2008) On Exploring Consumers' Technology Foresight Capabilities - An analysis of 4000 mobile service ideas, ICE-B 2008 - International Conference on e-Business, 2008, Setubal, Portugal, INSTICC

Age group 15-18Age group 10-12

10-12

15-18

How well do the children and teenagers predict the future?

10-12

15-18

% OF IDEAS FOUNDIN THE MARKET PLACE TODAY

47% 50%

80%

9%5% 6%

Mobile walks/flies/swimsMobile can read thoughts/ lie detectorMobile can see through walls/ change it’s shapeCell phone works with the power of mindSelf defense: electroshock / paper sprayscharging mobile or wireless charger for mobileWithdrawing and transferring moneyService that allows to design your own mobile phoneMobile would answer to question you askUniversal remote controller for home applianceInformation from fridge if you need to buy somethingPhone reserves time to hairdresser/ dentistMobile phone controls persons vital signs and if person get worst call ambulanceMagnet card on mobile to use as bus/ library/ski etc. cardMobile phone can change it’s shapeMobile phone that you can use as a keyMobile phone that you can use to locate missing thingsMobile phone that has an anti-theft/ fire alarm systemA passport/ID in a cell phoneA cell phone battery that uses solar power/ cell phone that charges itself A mobile shopping service Mobile application to withdraw moneyLocating friendsSchool activities and timetables on mobile phone

Thank you!

Questions and comments?

Contact me at:

Pekka.Abrahamsson@unibz.it