Start with why?: how innovators combine ideas to explore new business models

© 2015 NTT DOCOMO, INC. All rights reserved.

Start with Why?: How innovators combine ideas to explore new business models

Mick Etoh, Ph.D. SVP, NTT DOCOMO

CEO, NTT DOCOMO Ventures (Corporate VC) CEO, Mirai Translate (an AI Startup)

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Definition of “Innovation”Joseph Schumpeter’s “neuer Kombinationen” (Theorie der wirtschaftlichen Entwicklung)

Steve Jobs’“Connecting the dots”

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© 2015 NTT DOCOMO, INC. All rights reserved.3

“All technologies are combinations of technologies that already exist.” —

• Combinatorial Explosion　

• Creates Economy

W. Brian Arthur


iPS(Induced Pluripotent Stem) CELLS

Smart Phone x GPS x Google map

v.s.,


What brings the new combination?

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Empathy

Mark Zuckerberg Jack Dorsey Elon Musk

Garrett Camp

Travis Lalanick

Drew Houston Jeff Lawson Marc Andreessen6

Empathy- and Greed-driven.


The Mission of Tesla

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to accelerate the advent of sustainable transport by bringing compelling mass market electric cars to market as soon as possible.


How their empathy comes out?

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– National Innovation Initiative(NII) (2004)

Innovation = invention x insight, leading to the creation of social and economic value

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Two Type of Insights:

Technology Social & Biz Value


Big Data

obtained from

Business!


–Prof. Henry Chesbrough

Innovation = Invention + Business Model

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–Michael Porter (2013)

“Why business can be good at solving social problems?”

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Because it scales.


Academia in engineering has so far missed:

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• Value proposi6on: Any Value Proposi6on for society in place?

• Competence: Insights into technology and society are the key.

• Implementa6on: For IT/ICT , “design” and “experiments” are essen6al.

• Team Building: Any organiza6on and management being built must embody the “startup culture.”


What we need is ‘Unicorn’.

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Technology Insights

Leadership

Business Insights


Tech. Startup = Team with Research Expertise + Business Insight

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System Insights

These could be your role models.

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https://www.youtube.com/watch?v=2hGo16C-VkI&feature=youtu.be

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https://www.youtube.com/watch?v=XEHj4iWLCkg


Why did you start your research?

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?

Identify social problems to be solved.


Supplements to learn Biz

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Why did you start your business?

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http://hear.ceoblognation.com/2014/02/18/24-entrepreneurs-explain-why-they-started-their-businesses/

To Battle Skin Cancer & Save Lives

I Was A Busy MomWe Had a Pure Love for Ice Cream

Passion for Street Travel & Global Design

A Safe Haven for People with Injuries

I am Passionate about My CommunityI Lost My Job

Leverage Technology to Bring People Closer


Insights about the future → Monopoly position

Here are the seven questions Thiel writes “Every business must answer:"

1. Can you create breakthrough technology instead of incremental improvements?

2. Is now the right time to start your particular business?

3. Are you starting with a big share of a small market?

4. Do you have the right team?

5. Do you have a way to not just create but deliver your product?

6. Will your market position be defensible 10 and 20 years into the future?

7. Have you identified a unique opportunity that others don’t see?23

Zero to One by Peter Thiel (Founder of PayPal)


The Introduction of an academic paper includes:

Common elements shared with a good Introduc6on

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• Mo6va6on and meaning of the research • Exis6ng state of the research field

•Purpose and scope of the research • Extent to which originality is claimed


press releases wri6ng prac6ce

1.Values, originali6es, strengths, and social significance of the products and services

2. History and background (stories, emphasis on social problems) of product and service development

3. Names, specifica6ons, and prices of the products

4. Dates of commercial launch

5. Customer reviews (especially from celebri6es, big-‐name companies)

6.Provision of trend informa6on that enhances the value proposi6on, demos, and videos

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problems iden6fica6on

business opera6on

conceptualiza6on

business model development

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• For research organiza6ons, a major challenge is how to develop business models based on problems iden6fied. Although having the ability for conceptualiza6on (technical demos), they are o[en not educated for business model development (design of value chains and ecosystems).

• Therefore, they just sit on the technical demos they created.

• They have no mo6va6on to analyze what society needs.

• Lacking the ability to develop a business model is synonymous with having no prospect of contribu6ng to society.

Insights into society at research organiza6ons

Education

Start with why?: how innovators combine ideas to explore new business models