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Helle Alsted - Sport, Technology and Mobile media - 2009
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Helle Alsted - Sport, Technology and Mobile media - 2009

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Sport, teknologi og mobile medier. Præsentation fra Helle Alsted Søndergaard, Handelshøjskolen/Århus Universitet (DK)

Sport, teknologi og mobile medier. Præsentation fra Helle Alsted Søndergaard, Handelshøjskolen/Århus Universitet (DK)

Published in Sports , Travel , Business
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  • 1. Findes Lead Users online? Helle Alsted Søndergaard, Ph.d. Lektor MAPP, Handelshøjskolen Aarhus Universitet hals@asb.dk
  • 2. Konference: Sport – ny teknologi og mobile medier ‘Social computing behaviour’
  • 3. Konference: Sport – ny teknologi og mobile medier Hvad er en Lead User? 1.  Lead Users er foran generelle trends i markedet - de oplever behov før alle andre 2.  Lead Users ser en stor fordel ved en løsning, der kan opfylde deres behov Von Hippel (1986)
  • 4. Konference: Sport – ny teknologi og mobile medier Trend/benefit typologi Franke et al (2006)
  • 5. Konference: Sport – ny teknologi og mobile medier Hvordan identificeres Lead Users traditionelt? 1.  Screene store populationer 2.  Pyramide/netværks interviews 3.  Broadcaste problemer og spørgsmål online Von Hippel et al (1999)
  • 6. Konference: Sport – ny teknologi og mobile medier Identificering af Lead Users via data fra www.sportcasting.org 181 brugere (51%) besvarede spørgsmål i   forbindelse med log-in Online chat   Forum   Feedback forum  
  • 7. Konference: Sport – ny teknologi og mobile medier Resultater fra Volvo youth sailing Ahead 2008 0 ideer 10 ideer Ahead of trend Experts Lead Users n=27 n=53 3 ideer 1 ide Users User innovators n=53 n=48 High expected benefit
  • 8. Konference: Sport – ny teknologi og mobile medier Konklusion og nye spørgsmål … Et simpelt feed back forum er umiddelbart nok til   at få Lead Users ud af busken Er de leading edge nok?   Skal de inddrages ydereligere?   Er det kun en mulighed med online services? 