taipei crisis.2 show 5.26.2010
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Presentation given at COMPUTEX 2010TRANSCRIPT
Prof. Dr. Hartmut Esslinger, Founder frog design
GROWTHIN
CRISIS
L O V E
L I F E
4
A CRISISLIBERATESCREATIVITY
TO INNOVATE
SPLIT
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GREEDVALUES
VERSUS
SPLIT
NUMBERSSTRATEGY VERSUS
ILLUSIONSNATURE’S LAW
VERSUS
1. Strategy, Focus & Convergenceaspire for more human-minded business
3. Co-Design & Crowd-Sourcingexploring new paths of creative collaboration
4. Open Source Designfrom exclusive to inclusive innovation
5. Green & Social Designinnovate for a safer and better life
1. Strategy, Focus & Convergenceaspire for more human-minded business
2. Co-Design & Crowd-Sourcingexploring new paths of creative collaboration
4. Open Source Designfrom exclusive to inclusive innovation
5. Green & Social Designinnovate for a safer and better life
1. Strategy, Focus & Convergenceaspire for more human-minded business
2. Co-Design & Crowd-Sourcingexploring new paths of creative collaboration
3. Open Source Designfrom exclusive to inclusive innovation
1. Strategy, Focus & Convergenceaspire for more human-minded business
2. Co-Design & Crowd-Sourcingexploring new paths of creative collaboration
3. Open Source Designfrom exclusive to inclusive innovation
4. Green & Social Design
innovate for a safer and better life
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reat
ivit
y
CREATIVITY
INNOVATION FOR
Creativity is a mental and social process involving the generation of new ideas or
concepts, or new associations of the creative mind between existing ideas or concepts.
Creativity is fueled by the process of either conscious or unconscious insight. An
alternative conception of creativeness is that it is simply the act of making something new.
THE
CATALYSTCREATIVE
STRATEGICDESIGN
THE
CATALYSTCREATIVE
STRATEGICDESIGN
Science &Technology
THE
CATALYSTCREATIVE
STRATEGICDESIGN
Science &Technology
Finance &Business
THE
CATALYSTCREATIVE
STRATEGICDESIGN
Science &Technology
Humans,Communities
& Society
Finance &Business
THE
CATALYSTCREATIVE
STRATEGICDESIGN
Science &Technology
Humans,Communities
& Society
Finance &Business
Ecology &Resources
DESIGN QUALITYIS NOT A MATTEROF DEMOCRACY
STRATEGYFOCUS
CONVERGENCE
L O V E
L I F E
4
APPLE FOUNDERS STEVE WOZNIAK & STEVE JOBS
NOBODY CAN BE GOOD IN
EVERYTHING
BASIC RESEARCH & INVENTIONS
BASIC RESEARCH & INVENTIONS
PIONEERING APPLICATION TO PRODUCTS
BASIC RESEARCH & INVENTIONS
PIONEERING APPLICATION TO PRODUCTS
APPLICATION OF PROVEN TECHNOLOGIES
BASIC RESEARCH & INVENTIONS
PIONEERING APPLICATION TO PRODUCTS
APPLICATION OF PROVEN TECHNOLOGIES
INNOVATING INTO HOLISTIC EXPERIENCES
BASIC RESEARCH & INVENTIONS
PIONEERING APPLICATION TO PRODUCTS
APPLICATION OF PROVEN TECHNOLOGIES
INNOVATING INTO HOLISTIC EXPERIENCES
BRAND & CONVERGENT DESIGN DNA
INNOVATIVE BUSINESS MODELS
BASIC RESEARCH & INVENTIONS
PIONEERING APPLICATION TO PRODUCTS
APPLICATION OF PROVEN TECHNOLOGIES
INNOVATING INTO HOLISTIC EXPERIENCES
BRAND & CONVERGENT DESIGN DNA
INNOVATIVE BUSINESS MODELS
BASIC RESEARCH & INVENTIONS
PIONEERING APPLICATION TO PRODUCTS
APPLICATION OF PROVEN TECHNOLOGIES
INNOVATING INTO HOLISTIC EXPERIENCES
BRAND & CONVERGENT DESIGN DNA
INNOVATIVE BUSINESS MODELS
BASIC RESEARCH & INVENTIONS
PIONEERING APPLICATION TO PRODUCTS
APPLICATION OF PROVEN TECHNOLOGIES
INNOVATING INTO HOLISTIC EXPERIENCES
BRAND & CONVERGENT DESIGN DNA
INNOVATIVE BUSINESS MODELS
BASIC RESEARCH & INVENTIONS
PIONEERING APPLICATION TO PRODUCTS
APPLICATION OF PROVEN TECHNOLOGIES
INNOVATING INTO HOLISTIC EXPERIENCES
BRAND & CONVERGENT DESIGN DNA
INNOVATIVE BUSINESS MODELS
BASIC RESEARCH & INVENTIONS
PIONEERING APPLICATION TO PRODUCTS
APPLICATION OF PROVEN TECHNOLOGIES
INNOVATING INTO HOLISTIC EXPERIENCES
BRAND & CONVERGENT DESIGN DNA
INNOVATIVE BUSINESS MODELS
BASIC RESEARCH & INVENTIONS
PIONEERING APPLICATION TO PRODUCTS
APPLICATION OF PROVEN TECHNOLOGIES
INNOVATING INTO HOLISTIC EXPERIENCES
BRAND & CONVERGENT DESIGN DNA
8% Global Market Share32% Global Profits
92% Global Market Share68% Global Profits
YES
PAYS CONVERGENCE
YES
PAYS DESIGN
Strategic Business Phase
~ 0.1 %
Conceptual Design
~ 5%
Detailed Design
~ 10%
Procurement/Production
~ 85%
Operations/Support
PRODUCT LIFECYCLE PHASESSource: DARPA RaDEO project on industrial productivity
PLM Investment Source: Mike Hammer / Re-Engineering
SW & HW IMPLEMENTATION
THE
MODEL OLD
Strategic Business Phase
~ 0.1 %
Conceptual Design
~ 5%
Detailed Design
~ 10%
Procurement/Production
~ 85%
Operations/Support
PRODUCT LIFECYCLE PHASESSource: DARPA RaDEO project on industrial productivity
PLM Investment Source: Mike Hammer / Re-Engineering
SW & HW IMPLEMENTATION
THE
MODEL OLD
“…we may need to talk to a Designer…”
Strategic Business Phase
~ 0.1 %
Conceptual Design
~ 5%
Detailed Design
~ 10%
Procurement/Production
~ 85%
Operations/Support
BUSINESS CONSULTINGPeople, Technology, Markets
PLM Investment Source: Mike Hammer / Re-Engineering
STRATEGYBusiness Concepts
Trend ResearchTech-Scouting
Synthesis
WHERE
HAPPEN DECISIONS
Strategic Business Phase
~ 0.1 %
Conceptual Design
~ 5%
Detailed Design
~ 10%
Procurement/Production
~ 85%
Operations/Support
BUSINESS CONSULTINGPeople, Technology, Markets
PLM Investment Source: Mike Hammer / Re-Engineering
STRATEGYBusiness Concepts
Trend ResearchTech-Scouting
Synthesis
WHERE
HAPPEN DECISIONS
“…what can we do for better business…?”
Strategic Business Phase
~ 0.1 %
Conceptual Design
~ 5%
Detailed Design
~ 10%
Procurement/Production
~ 85%
Operations/Support
BUSINESS CONSULTINGPeople, Technology, Markets
PRODUCT LIFECYCLE PHASESSource: DARPA RaDEO project on industrial productivity
PLM Investment Source: Mike Hammer / Re-Engineering
BUSINESS TRANSFORMATION
STRATEGYBusiness Concepts
Trend ResearchTech-Scouting
Synthesis
Co-Designwith Retail &
Customers/Users
INNOVATION
CONVERGENT DESIGNCustomer Experience
Brand Building Software & UI
Hardware
SW & HW IMPLEMENTATION
THE
MODEL INTEGRATED
Strategic Business Phase
~ 0.1 %
Conceptual Design
~ 5%
Detailed Design
~ 10%
Procurement/Production
~ 85%
Operations/Support
BUSINESS CONSULTINGPeople, Technology, Markets
PRODUCT LIFECYCLE PHASESSource: DARPA RaDEO project on industrial productivity
PLM Investment Source: Mike Hammer / Re-Engineering
BUSINESS TRANSFORMATION
STRATEGYBusiness Concepts
Trend ResearchTech-Scouting
Synthesis
Co-Designwith Retail &
Customers/Users
INNOVATION
CONVERGENT DESIGNCustomer Experience
Brand Building Software & UI
Hardware
SW & HW IMPLEMENTATION
THE
MODEL INTEGRATED
“.. WOW!...”
only the best most effective
smartsourcing
outsourcing
?
OPTIMIZE
STRATEGY YOUR
only the best most effective
smartsourcing
outsourcing
WIN
FOCUS BY
!
YES
PAYS CREATIVITY
APPLE’s Revenues are 62% of DELL’s
APPLE’s EBIT is 204% of DELL’s
Q4 2008
APPLE:$10B Revenue
$1.6B EBIT
DELL:$16B Revenue$784M EBIT
46
| Lynx System
BUILD
BRAND YOUR
CONTACT SERGIO KLAUS-PETER VOIGT
Chief Operating OfficereMail: [email protected]
CO-DESIGNWITH
CHILDREN4
L I F E
4
L O V E
EVERY HUMANIS BORN AS A
CREATIVE BEING
CULTURE
= PROFITS + PROCESS
RETAILBest BuyWal*Mart
Circuit CityTarget
Radio ShackCompUSA
Pre-Orders
Margin: ~21 - 32%
ODMR&D
INDUSTRIALIZATIONProduction
ComponentsSub-Assembly
Logistics, Service
Margin: 5 - 8%
frogFee from Distributor & 20% of Disney’s %
BRAND: DISNEY…Royalty: ~ 8% (video) to 12% (audio)
=50% of Brand Premium @ Retail
DISTRIBUTIONMemCorp & MEDIONCarries Inventory Risk
Margin: ~4%
KIDZ
DREAMS WANT
KNOW
NUMBERS THE
CO-DESIGNWITH
DENTISTS
L I F E
4
L O V E
CUSTOMERS
SMART ARE
$5500
CROWDSOURCING
2.04
L I F E
4
L O V E
OPENSOURCEDESIGN
L I F E
4
L O V E
MOST THINGSARE MORE ALIKETHEN DIFFERENT
SYSTEM HISTORY
http://www.baileyana.com/home.php
SYSTEM HISTORY
TECHNICAL OPTIMIZATION
SYSTEM HISTORY
TECHNICAL OPTIMIZATION
SAFETY & STANDARDS
SYSTEM HISTORY
TECHNICAL OPTIMIZATION
SAFETY & STANDARDS
MARKET COMMODITIZATION
SYSTEM HISTORY
TECHNICAL OPTIMIZATION
SAFETY & STANDARDS
MARKET COMMODITIZATION
BRAND & DESIGN DNA
ARCHETYPES
MINI 1
VW GOLF 1
SYSTEM HISTORY
TECHNICAL OPTIMIZATION
SAFETY & STANDARDS
MARKET COMMODITIZATION
BRAND & DESIGN DNA
INNOVATION
SEMI-OPEN:INNOVATING
BY COMBININGPROVEN
TECHNOLOGY
iTUNES
APPLE
OPEN SOURCESTARTED BY
At the Homebrew Computer Club in Palo Alto, California (in Silicon Valley), Steve Wozniak, a 26 year old employee of Hewlett-Packard and a long-time digital electronics hacker,
designed his APPLE ONE as an Open Source concept.
A
TYPEWRITERHISTORIC
THE
TYPEWRITER LAST
THE
RECYCLEDDESIGN
VALENTINE COMPUTER: „design recycling“ of Ettore Sottsass‘ & Perry King‘s Olivetti typewriter by ID2/Vienna
~0.8% of the Lifecycle-Investment are for Design~80% of customer’s buying decisions are by Design
Ewald Neuhofer, Alex Gufler, Marko Doblanovic
FOCUS ON USABILITY: COCKPIT 16-21 YEARS
GREEN& SOCIALDESIGN
L I F E
4
L O V E
CHANGE
AT THE ROOTS PLM PROCESS
1. Product Genesis strategy and design
2. Production & Operations applying materials, consuming energy, emitting pollutants
3. Usage & Consumption consuming materials, consuming energy, emitting pollutants
4. Recycling re-use of materials, management of disposed waste
GREEN
INNOVATIVE IS
Electric Scooter VeSPA: Niklas Wagner @ ID2/Vienna
GREEN
EMOTIONAL IS
„ZEVS“ ELECTRO BIKE: „Convergent Mobility“ concept by Rudolf Stephanich, August Kittelsen & Bernhard Ranner @ ID2/Vienna
LOCUSTS
PEACEFOR
PEACE ROBOT: drone concept by Benjamin Cselley, Jupin Ganbhari, Donimik Premauer & Jelena Stojkovic@ ID2/Vienna
EASY
LEARNINGMUSIC
TOKEN: Gesture Synthesizer by Jori Krauss @ ID2/Vienna
KNOWING
WE EATWHAT
SMART
SHOPPINGWINDOW
HIV
TESTHOME
Project Masiluleke
HUMAN
ROBOTICSBENEFIT
CARRIER: exo-set wheelchair by Julia Kaisinger, Bilge Demiric, Mathias Mayrhofer, Niki Iranmanesh, Xulian Benesch @ ID2/Vienna
PLACEHOLDER IMAGE
HELP
PEOPLEWEAKER
NOLI: anti-abuse device by Joachim Kornauth | Bernhard Ranner | Mathias Mayrhofer | Erol Kursani | Lukas Dön @ ID2/Vienna
THINK
CREATIVE MORE
BRAIN ENHANCER: creativity boosting device by Ewald Neuhofer @ ID2/Vienna
RE-CONNECT
WISDOMGENERATIONAL
Concept by Georg Milde | Kristina Chudikova | Christoph Döttelmayer | Julia Kaisinger | Martin Strohmeier @ ID2/Vienna
PROVEN
WISDOM CHINESE
…if you do not change direction, you may end up
where you are heading.
Lao Tzu