Nokia Beta Labs - Aalto University Labs... · 1 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Nokia Beta Labs ... •Net Promoter Score ... Slide 1 Author: Teinila Jaakko

Company Confidential

© 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials1

Nokia Beta LabsCo-creating with users

Jaakko Teinilä

15.4.2010



Co-creation

“An open, ongoing collaboration between employees and customers to define and create products, services, experiences, ideas and information”



Nokia External and Internal web sites

• Nokia Beta Labs

• Public website where Nokia innovates new applications and services together with the most passionate users

• Nokia Backstage

• Nokia internal website to distribute and validate application and service innovations and get feedback from colleagues



Nokia Beta Labsrunning beta trials and innovating together with the most passionate Nokia users

• http://betalabs.nokia.com

• Showcasing innovation prototypes by Nokia

• Direct dialogue between the creators and the lead-user community

http://betalabs.nokia.com/




Beta Labs Catalogue

• The items in our catalog are in the beta phase, which to us means they are:

• Of reasonably good quality, but may have rough edges and occasional service breaks

• Not commercialized yet, not guaranteed, and not officially supported

• Under active development

• Free of charge

• Not be used for commercial purposes

• Depending on the outcome of the beta trial and other business factors, an application may graduate to commercial offering or be archived along with the lessons learnt.

https://betalabs.nokia.com/category/blogging/graduates

https://betalabs.nokia.com/category/blogging/archive



Beta = to be commercialized

• :

Experimental = playing with ideas

Two kinds of innovations being piloted

Ovi Maps

New versions and new features (e.g. Lifecasting)piloted systematically via Beta Labs since 2008

~1M beta downloads, ~10k feedback posts

Latest version(s) graduated in Jan 2010 into“Free Navigation Forever” with massive success

Nokia Photo Browser

Experimental 3D image gallery

~1M downloads, raving reviews

Underlying tech and lessons learned to be utilized indirectly in mainstream development

Partner innovations tbd

Nokia Ovi Suite

Launched in Beta Labs in June 2009

New versions piloted systematicallyas beta

Nokia Handwriting Calculator

Experimental showcase of Nokia’s new handwriting recognition technology

Proved surprisingly popular, especially in China => preloaded in China variants of Nokia N97 and 5530 XpressMusic



Beta Labs in terms of numbers it has been a great journey

# of apps

# of unique monthly visitors

# of registered users



Backstage – Nokia internal

Objectives

• To establish ongoing feedback dialogue between Nokians and development teams

• To offer cost efficient internal testing channel for development projects

• To make sure that the latest Nokia offering is known internally and to engage internal users to try different applications

• To urge Nokia employees to act as services promoters



Backstage & Beta Labs – Supporting main stream activities and Nokia’s

renewal process

Backstage

Alpha

Commercial

Renewal

Beta Labs

Experimental

Pu

blic

Inte

rna

l

Mainstream

Beta

Alpha



Customers

Nokia development teams

Lead users / Nokia employees

Portfolio mgmt & decision makers

Receive early feedback and insights from users. Validate maturity.

Try out newest Nokia innovations before commercial launch. Opportunity to contribute.

Direct Nokia portfolio based on real comparable data



Portal main functions

Discovery FeedbackTry



Feedback collection

Observe what people do

Data collection and visualization

Listen what people say

bug reports, suggestions

Ask people’s opinion

Surveys




• Discussion forums




• Net Promoter Score (NPS)

The concept was first popularized through Fred Reichheld's book The Ultimate Question



Observe what people do



Nokia gets lots of value out of it

• Bug fixing

• New features

• Usability and performanceimprovements

• Ramp-up / ramp-downinvestment decisions

• Launch decisionsObserve what people do





Nokia R&D teams love it(quotes straight from the horse’s mouth)

“There’s an incredible community on Beta Labs who enthusiastically provide deep, relevant and much-appreciated feedback and

it’s been a wonderful partnershipas we deliver more beta releases from Nokia Messaging”

- Davis Fields, Product Manager, Nokia Messaging

“We’ve run several successful pilots… Feedback provided by Beta Labs users has proven valuable for us in Nokia Ovi Suite, it has helped us to get feedback about product maturity and

helped us in our decision making, when to go public.”

- Samuli Ylinen, Senior Product Manager, Nokia Ovi Suite

“To give you a concrete example, in the previous Ovi Maps release we received a lot of negative feedback regarding the new “One Box search” that replaced the “Address and POI search”. Subsequently, we re-implemented the POI search to compliment the one box search as a result of feedback from Beta Labs.”

- Kee Cheng, Trial Manager, Ovi Maps



Nokia Beta Labs is a lead-user community

• Nokia Beta Labs is open for all, and there is no formal process to join the community. Keep in mind, though, that Nokia Beta Labs is designed to be a lead-user community so you’ll get the most value out of participating if the following statements apply to you:

• You own a relatively new and advanced Nokia device

• You are willing to tolerate rough edges, in return for access to cool stuff

• You often get ideas how to improve the gizmos you’re using

• You want to make a difference – and are not afraid to share your opinions



Beta Labs community - Typical contributor

• 20-40 year old male

• Anywhere from the world

• Technology savvy, often in IT

• Demanding, opinionated,and insightful heavy user

• Passionate towards Nokia



Motivation for participation

•End-user motivation in co-creation

•They are just interested! – give them an easy way to stay up to date and participate

•They want to help! – it’s just in their nature, so let them

•They want to belong to a community! – make it possible by social stuff

•They want to make a difference! – show them concretely that they have an impact

•They want tangibles and intangibles! – find out what they are after and give it to them easily, e.g. easy downloads, advice, a place to troubleshoot, etc.

•They want to be seen and appreciated! – they put in a lot of effort, so credit them for it, put them on a pedestal and grant them reputation

•They want to have a dialogue! – they’re not there to talk to the walls. Talk back and see them get really excited!



Levels of engagement in the community



Community Health Index

• Characteristics of a healthy community

• Members

• Content

• Traffic

• Responsiveness

• Topic interaction

• Liveliness

Based on Community Health Index for

Online Communities, Lithium

Technologies



Future plans for Beta Labs

• More cool stuff:

• By Nokia

• many interesting prototypes already in internal alpha stage

• prototyping is becoming vastly more fun with new tools and platforms

• By selected Nokia partners (NEW!!)

• Increase community healthand value (not size)



Next steps for you:

1. Start following

http://betalabs.nokia.com/blog or

http://twitter.com/nokiabetalabs

2. Discover and try latest cool stuff

http://betalabs.nokia.com

3. Share your thoughts via Beta Labs=> we’ll respond

http://betalabs.nokia.com/blog

http://twitter.com/nokiabetalabs


Documents

Nokia Beta Labs - Aalto University Labs... · 1 © 2008 Nokia V1-Filename.ppt / YYYY-MM-DD / Initials Nokia Beta Labs ... •Net Promoter Score ... Slide 1 Author: Teinila Jaakko