Sources of Innovative Opportunity and Mass-Customization – An Analysis of EMF & Health Business Area

Sources of Innovative Opportunity and Mass-Customization – An Analysis of EMF & Health Business Area Mikko Ahonen Researcher Department of Computer Sciences University of Tampere, Finland Mikko Ahonen – Online Educa Berlin

Table of Contents
Background – Personal & professional interest
’ Seven Sources of Innovative Opportunity’  Linkages to mass-customization
Research question(s)
Case companies and analysis + demonstration
Conclusions and discussion

Currently: Researcher at the University of Tampere (Open Innovation, Design, Information Systems, Ergonomics, Green IT). Finalising the PhD thesis. ”IS in innovation management”  wireless IS. . Interest in the topic CEO, Sustainable Mobile Ltd TeliaSonera Ltd, service provider, program manager (2000-2001) Tekes Digital Learning –project (2001-2003) EU IST MOBIlearn –project, research group leader (2003-2006)

“ It is the customer who determines what a business is” Peter Drucker (1954, 37)

Framework: ’Seven Sources of Innovative Opportunity’ Systematic innovation … consists in the purposeful and organized search for changes , and in the systematic analysis of the opportunities such changes might offer for economic and social innovation. (Drucker, 1985, 31) Interactive Value Creation  Reichwald&Piller (2006)

Mass-Customization and ’Seven Sources of Innovative Opportunity’ ? ” There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand customer So well that the product or service fits him and sells itself.” Drucker cited in Pine (1993).

Research question(s):
How is the Drucker’s framework related to mass-customisation?
Is it a valid evaluation instrument?

3 Cases http://www.gigahertz-solutions.de/ http://maxicom.se/ http://www.emfields.org/

’ Seven Sources of Innovative Opportunity’ - 4 changes within the enterprise When market or industry structure changes, the producers or suppliers who are today’s industry leaders will be found neglecting the fastest-growing market segments. 4. Changes in Industry Structure or Market Structure that catch everyone unaware In innovation that is based on process need, everybody in the organization always knows that the need exists. Yet usually no one does anything about it. 3. Innovation Based on Process Need Between reality as it actually is and reality as it is assumed to be or as it ‘ought to be’. 2. The Incongruity The unexpected success, the unexpected failure, the unexpected outside event. 1. The Unexpected

’ Seven Sources of Innovative Opportunity’ - 3 changes outside the the enterprise or the industry “ Knowledge-based innovation is temperamental, capricious, and hard to manage.” 7. New knowledge, both scientific and non-scientific “ One has to be first. … because it is so uncertain whether a change of perception is a fad or permanent.” 6. Changes in perception, mood and meaning “ Defined as changes in population, its size, structure, composition, employment, educational status, and income” 5. Demographics

Basics: EMF (Electro-Magnetic Fields)
Microwaves :
GSM
3 G (UMTS)
DECT
Wi-Fi (WLAN)
Digital-TV
@450
Tetra
Pulsed microwave radiation Huber et al , 2000  ECOLOG-study  http://www.hese-project.org/hese-uk/en/niemr/ecologsum.php Blackman et al , 1980; 1989  BioInitiative  http://www.bioinitiative.org DEMO Source: Wikipedia (2008)

Interview – Bruce Armstrong - Australian Interphone project leader http://www.youtube.com/watch?v=dJ03Ho8u6eA http://www.reuters.com/article/technologyNews/idUSL0223157720080102?rpc=63 THE PAPER: http://www.radiationresearch.org/pdfs/rncnirp_children.pdf RNCNIRP Russia - Warning: Precautionary actions : http://www.ncbi.nlm.nih.gov/pubmed/19328536

Valberg, Deventer & Repacholi (2007)
Despite unavoidable uncertainty , current scientific data are consistent with the conclusion that public exposures to permissible RF levels from mobile telephony and base stations are not likely to adversely affect human health .
The official statement of WHO: Conflict of interest? http://www.hese-project.org/hese-uk/en/heseuk/science.php?content_type=R Norwegian NRK TV-document about WHO & ICNIRP: A Radiant Day http://www.nrk.no/programmer/tv/brennpunkt/1.6292981 http://www1.nrk.no/nett-tv/klipp/428197

"The alive human body is an electromagnetic instrument , not just a bag of chemicals. Information is transported electrically, the body chemistry is controlled by electrical signals.” - G. Hyland (2000) Biological effects – basic assumptions

Demo – Mobile phone Using the device pressed against head: 100.000 uW/m2 + very strong magnetic field versus Using airtube hands-free or speaker-phone: 2000 uW/m2 + minimal magnetic field DEMO ” The computed peak magnetic flux density exceeded substantially the derived peak reference level of ICNIRP” (Jokela et al., 2004)

DECT ( D igital E nhanced C ordless T elecommunications)
Bundesamt für Strahlenschutz – German Radiation Protection Bureau – recommends that the base station should not be continuosly on and industry should develop safer technologies
http://www.bfs.de/elektro/Strahlungsarme_Dect_Schnurlostelefone.html
German Doctor Appeals (Bamberg, Freiburg …)
http://appelle.diagnose-funk.org /
1880–1900 MHz Pulsing at 100 Hz DEMO DEMO

’ Seven Sources of Innovative Opportunity’ - 3 changes outside the the enterprise or the industry HOW CASE COMPANIES RESPONDED: - “Latest brain tumor research (Khurana et al ., 2009) and radiation absorption child vs. adult (Gandhi et al . 1995; Wiart et al ., 2008)” 7. New knowledge, both scientific and non-scientific - “Currently, an EU directive makes EMF measurements obligatory.” - ” More and more employers are aware  targets the Corporate Wellness Programs.” 6. Changes in perception, mood and meaning - “Meters are used in heavily populated areas where EMF-levels are higher”. - “Older people, children and adults with certain illnesses are more susceptible to effects of electromagnetic fields”. 5. Demographics

Conclusions: Mass-customisation, 3 cases and Drucker framework
Personalized websites can be used to collect important information from customers. Therefore, the Drucker evaluation elements like changes in perception, new knowledge and changes in market structure can be obtained from customers .
Prandelli et al ., (2006) analyzed over 200 brand and corporate sites and summarized that web-based tools are not always implemented to accelerate and improve new product development through customer involvement.

Questions and comments welcome!
Mikko Ahonen
Researcher
University of Tampere
Finland
Telephone +358-3-3551 8069
E-mail mikko.ahonen [at] uta.fi
Blog http://beyondcreativity.blogs.com
(contains the full paper)
Info http://www.uta.fi/~mikko.ahonen/

Sources of Innovative Opportunity and Mass-Customization – An Analysis of EMF & Health Business Area

by Mikko Ahonen on Nov 26, 2009

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Sources of Innovative Opportunity and Mass-Customization â An Analysis of EMF & Health Business Area — Presentation Transcript

Sources of Innovative Opportunity and Mass-Customization – An Analysis of EMF & Health Business Area

by Mikko Ahonen on Nov 26, 2009

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Sources of Innovative Opportunity and Mass-Customization â An Analysis of EMF & Health Business Area — Presentation Transcript

Sources of Innovative Opportunity and Mass-Customization â An Analysis of EMF & Health Business Area — Presentation Transcript