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Open Innovation vsOpen Innovation vs. Experience Co‐Creationp
The traditional innovation process
Traditional R&D
Focus on designEasy and fast demountable parts
Tires with altered PP offering lower frictionHigher security
Organic plasticg p
Maintenance
The lense of open innovation
Polymer
Solvers Seekers
Polymer R&D
R&D
Focus on young
customers
R&DBicycle
R&DDesign
M k t
Excellence in production
manufacturerR&DUniversities
Market
Car sector
R&D
Brakes manufacturer
R&DCommunity
...n
Paradigms are shifting
P d t
R&D Experience
• Products• Technology• Materials
• Transcend the traditional R&D
• Focus on • Processes• Design• Time to market
interactions• Emotions• PersonalizedTime to market
• Viability• Services
• Personalized Experience
How do we define experience?
An experience stimulates and satisfies individually the senses of the interacterindividually the senses of the interacter (customer) by creating an emotional connection It further transcends theconnection. It further transcends the traditional vision of products and
services.
What is an experience?
Personalized
Involves all senses
(image source: maketool.com)
Higher focus/ concentration during the process
Altered perception of timep p
Creation of an emotional connection
Unique process with anUnique process with an intrinsic value for each customer
Offers a reflection/stimulation
The experience co-creation innovation process
The value creation as a result of dialogue, access, risk sharing and transparency
Value creation
“inside-out”SCIENCE PUSH
“outside-in”DEMAND PULL
creation
New way of value creation – focus on the experience generation by participation of Logic of value creation of the last 75 years
Client s are seen as ‘value destructor’ Passive participation
experience generation by participation of several stakeholder in the creation processThe client is a productive value creator “co-creation”co-creation
Experience Co-Creation integrated the customer in the organization’s creation process
Where would my friend i ?
I should feel like driving
Could I create and place my own logo on the
bike?sit?
Wh th l ld
ga Ducatti
I would like to buy a When the color would
not be orange
y“racing suit”/outfit that combines with my bike .
I ld lik t d i i
Is this bike receicable?Who is using the same or similar bicycle?
I would like to drive in the water
My apartment is quiet small, how to I store my
bike?
The product is cool but pthe service....How can I track where my
child is riding the bike?
Different experiences and views create new qualitative ideas
Partners Stakeholders
Suppliers Target group
?Company
IT company
Tourism
Market
Bicycle Shop?
Agency
Gaming company
Community
Environmentalist
company
Co‐Creation and collaboration environment
Partners...n Industry
environment
Experience platforms contextual and therefore exist off & on-line
Creating new experiences via a new partner network
From the traditional to the experience innovation taxonomy
Old New
Process Interactions
P d t d i E iProducts and services Experiences
TechnologyExperience environments(on‐line and off‐line)( )
Collaboration Individual
CommunityCommunity
Stakeholder Individual
Where can you drink a coffee with us
* Atuação através de parceiros
Contacts
What is ‘creative commons’
