Swiss Dialogue Arena –

Session D

Flexibility and Innovation

Asbjorn Christoffersen (Transmedia Communications, COO & Head of

Operations)Matthias M.D. Pohle (Swisscom, Head of Product Development Competence Center)

Swiss Dialogue Arena -

Lausanne, March 21st 2012

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Agenda

Innovation Theory

(20‘)-

Business Excellence

& Innovation Systems-

Product

Life Cycle

Innovation-

Business Model Innovation-

Agility

& Time 2 Market

Practical

Example

on iConcerts

by

Transmedia

Communications (20‘)

Question

& Answers

(5‘)

3

3 Roads

to Business Excellence

Cost

Leadership

Brand Management

Innovation

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Evolution of Innovation Systems

Visualisation

accorindg

to Hamel

G.; The

revolutionary

Company 2000

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Qualitative vs. quantitative Product

Life Cycle

An Innovation Model for

Product

Innovation

1) Linde/Hill; 1993; S.55 (Evolutionscgesetzmäßigkeiten

technischer Systeme) � www.wois-innovation.de2) Foster; 1986; S.111 (Konzept der versetzten S-Kurven des Produktlebenszyklus)

Market Entrance

Rapid Growth

SaturationDecline

Initial Development

Optimization

Flexibility

Superior System

?

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An Innovation Model for

Business Model Innovation

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http://www.youtube.com/wat

ch?v=QoAOzMTLP5s&feature=

player_embedded

3 Pains

and how

to foster

agility

with

The

3 Pains

in complex

development

projects:

People often

work

in several

projects

simultaniously

People come from

different Business Units

and locations

The

Project Setup in early

phases

is

fuzzy

–

Idea/Realisation

Gap

Pain

1

Pain

2

Pain

3

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Sub

Project IT

Idea

Champion

5 %

80 %

100 %

?

? ? ?! ? ?? ?!

Ideation Phase Project Mode Feasibility

Partner Company

Sub Project MarketingSub Project Architecture

? ? ?! ? ?? ?! ? ? ?! ? ?? ?!

? ? ?! ? ?? ?!

time

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The GAP from Idea to Realisation That sounds like a good project idea. Customer will like the new product for sure. But what does he want from us? What are his detailed requirements regarding the sub-project I`m working in?

That sounds like a good project idea. Customer will like the new product for sure. But what does he want from us? What are his detailed requirements regarding the sub-project I`m working in? Heureka! I got a rough

idea, anlyzed the customers needs and set goals for my project!

Heureka! I got a rough idea, anlyzed the customers needs and set goals for my project!

Ideation Phase «Speed Creation Session » Project Mode Feasibility

Idea Champion

5 %

80 %

100 %

time

9

Speed Creation

Incubating Projects

Sub Project IT

? ? ?! ? ?? ?!

Partner Company

Sub Project MarketingSub Project Architecture

? ? ?! ? ?? ?! ? ? ?! ? ?? ?!

? ? ?! ? ?? ?!

Heureka! I got a rough idea, anlyzed the customers needs and set goals for my project!

Heureka! I got a rough idea, anlyzed the customers needs and set goals for my project!

In a small group we set the fundamentals and describe the idea more detailed. Therewith it`s easier for the procet team to understand the idea and work on the detailed specifications

In a small group we set the fundamentals and describe the idea more detailed. Therewith it`s easier for the procet team to understand the idea and work on the detailed specifications

Due to the preliminary work during speed creation we now know what the project is all about. We understood where we have to focus on in our sub projects.

Due to the preliminary work during speed creation we now know what the project is all about. We understood where we have to focus on in our sub projects.

Practical

Example

on iConcerts

by

Transmedia

Communications

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Contact

informationTransmedia

Communications SA, Asbjorn

ChristoffersenAsbjorn.christoffersen@transmediaco.comhttp://www.transmediaco.com

Swisscom AG, Matthias M.D. Pohlematthias.pohle@swisscom.comhttp://www.swisscom.com/corporatebusinesshttps://www.xing.com/profile/MatthiasMD_Pohle

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Links and additional information

www.iconcerts.com The iConcerts Website

www.businessmodelgeneration.com The original Business Model Map by Alexander Osterwalder

www.businessmodelcreativity.netAn enhanced Business Model Map adding aspects of Corporate Strategy &

Success Factors

www.facebook.com/speedcreationA collaboration model to increase productivity in cross organisational projects

and increase time to market

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