Sources of Innovative Opportunity  and Mass-Customization  – An Analysis of EMF & Health Business Area Mikko Ahonen Resear...
Table of Contents <ul><li>Background – Personal & professional interest  </li></ul><ul><li>’ Seven Sources of Innovative O...
Currently: Researcher at the University of Tampere  (Open Innovation, Design, Information Systems, Ergonomics, Green IT). ...
“ 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 se...
Mass-Customization and  ’Seven Sources of Innovative Opportunity’  ? ” There will always, one can assume, be need for some...
Research question(s): <ul><li>How is the Drucker’s framework related to mass-customisation? </li></ul><ul><li>Is it a vali...
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,...
’ Seven Sources of Innovative Opportunity’ - 3 changes  outside  the the enterprise or the industry “ Knowledge-based inno...
Basics: EMF (Electro-Magnetic Fields) <ul><li>Microwaves : </li></ul><ul><li>GSM </li></ul><ul><li>3 G (UMTS) </li></ul><u...
Interview – Bruce Armstrong - Australian Interphone project leader http://www.youtube.com/watch?v=dJ03Ho8u6eA   http://www...
Valberg, Deventer & Repacholi (2007) <ul><li>Despite unavoidable uncertainty , current scientific data are consistent with...
&quot;The alive  human body  is an electromagnetic instrument , not just a bag of chemicals.  Information is transported e...
Demo – Mobile phone Using the device pressed against head: 100.000 uW/m2 + very strong magnetic field versus Using airtube...
DECT  ( D igital  E nhanced  C ordless  T elecommunications) <ul><li>Bundesamt für Strahlenschutz – German Radiation Prote...
’ Seven Sources of Innovative Opportunity’ - 3 changes  outside  the the enterprise or the industry HOW CASE COMPANIES RES...
Conclusions: Mass-customisation, 3 cases  and Drucker framework <ul><li>Personalized websites can be used to collect impor...
Questions and comments welcome! <ul><li>Mikko Ahonen </li></ul><ul><li>Researcher </li></ul><ul><li>University of Tampere ...
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Sources of Innovative Opportunity and Mass-Customization – An Analysis of EMF & Health Business Area

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A short 15-minutes presentation in the 5th World Conference on Mass Customization & Personalization MCPC2009 in Helsinki, Finland.

The actual research paper can be found at: http://beyondcreativity.blogs.com/mblog/2009/09/masscustomization-mcpc2009-emf-health-business-in-drucker-framework.html

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  • so true about health in business area! http://www.fithuman.net/
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  • Why this topic? I come from a city called Tampere. This city has been a test site for all new mobile technologies for the last 20 years. I have (also) worked with educational technology the last 20 years. I have read, seen, investigated and experienced… enough to be a bit critical about this current technology hype.
  • I and my colleagues were running the first ‘ Children, Mobile phones and Learning’ pilots in Finland and perhaps in Europe. In the EU IST MOBIlearn project we were responsible for the adaptive user interface development (and mobile learning evaluation). As you can see, I have also worked for a teleoperator .That was an eye-opening experience.
  • The main research question should be split to sub questions. I will try to answer these questions in the following slides. Note: A more extensive research is needed to provide answers to all of these questions. This presentation … is just a presentation, not a results summary of a large research project.
  • In this presentation I will focus on microwaves and especially pulsed microwaves. Pulsing has been shown to produce more biological effects than continuous wave signal. This is documented by Huber &amp; Co in the ECOLOG-study and also by Blackman &amp; Co in the BioInitiative report. Demo: A radiation metering device, Gigahertz HF 35C. This device cannot measure SAR-values (or near field). Still, it provides us some information how these mobile devices work. First: Switching on a typical GSM mobile phone. When activated, the mobile phone first uses full power to connect to the base station. Thereafter the power it adjusted to minimal, if the base station is close. Second: The radiation exposure is 100% if the mobile phone is pressed against your head/ear. If the device is on a table, in 1 meters distance, the radiation exposure is like 2-5 %. So, it is worth using mobile phones in the speaker-phone mode or with hands-free equipment. I recommend airtube-handsfrees.
  • This has been a busy year (2008). In January France gave a warning: Children should not use a mobile phone and adults should use a headset. In February Russia announced a warning. I spoke with the head of RNCNIRP, professor Yuri Grigoriev in London, in the EMF&amp; Health –conference. Russian researchers have good reasons to announce this warning. I will cite you two rows: “ According to the opinion of the Russian National Committee on Non-Ionizing Radiation Protection (RNCNIRP), the following health hazards are likely to be faced by the children mobile phone users in the nearest future: disruption of memory, decline of attention, diminishing learning and cognitive abilities, increased irritability, sleep problems, increase in sensitivity to the stress, increased epileptic readiness. Expected (possible) remote health risks : brain tumors, tumors of acoustical and vestibular nerves (in the age of 25-30 years), Alzheimer’s disease, “got dementia”, depressive syndrome, and the other types of degeneration of the nervous structures of the brain (in the age of 50 to 60).” About Australia: Dr Vini Khurana is one of the best brain surgeons in the world and his team has won many prizes about their excellent work. It has been pleasure to exchange views with Dr Khurana.
  • The WHO has a problematic role. It is an organisation highly influenced by politicians and industry representatives. 2 of 3 authors have worked as consultants for the industry. There might be a conflict of interests ?! Check yourself.
  • Often the signals in mobile devices and networks are stronger than what those natural signals (and currents) in the human body are. Additionally, those sigals use the same frequences as brain waves. That might be problematic. An example: Brain waves Alpha 8–12 Hz Beta &gt; 13 Hz Delta 3 Hz Theta 4–7 Hz
  • - DECT base station produces sharp pulses and the power is occasionally quite high. - DECT base stations can be shielded as shown by the BMW example. German Doctor Appeals / Initiatives warn especially symptoms related to the DECT technology DEMO: Meter indicates that the peak values are much higher than from a mobile, measured from . An old DECT base station operates 24/7. Newer Low Radiation DECT base stations are less riskier.
  • The general discussion continued after my introduction in the Online Educa Berlin 2008. This slideset can be found in the Slideshare. Please, visit my blog. Comments welcome. Thank you for your interest  Mikko
  • Sources of Innovative Opportunity and Mass-Customization – An Analysis of EMF & Health Business Area

    1. 1. 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
    2. 2. Table of Contents <ul><li>Background – Personal & professional interest </li></ul><ul><li>’ Seven Sources of Innovative Opportunity’  Linkages to mass-customization </li></ul><ul><li>Research question(s) </li></ul><ul><li>Case companies and analysis + demonstration </li></ul><ul><li>Conclusions and discussion </li></ul>
    3. 3. 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)
    4. 4. “ It is the customer who determines what a business is” Peter Drucker (1954, 37)
    5. 5. 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)
    6. 6. 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).
    7. 7. Research question(s): <ul><li>How is the Drucker’s framework related to mass-customisation? </li></ul><ul><li>Is it a valid evaluation instrument? </li></ul>
    8. 8. 3 Cases http://www.gigahertz-solutions.de/ http://maxicom.se/ http://www.emfields.org/
    9. 9. ’ 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
    10. 10. ’ 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
    11. 11. Basics: EMF (Electro-Magnetic Fields) <ul><li>Microwaves : </li></ul><ul><li>GSM </li></ul><ul><li>3 G (UMTS) </li></ul><ul><li>DECT </li></ul><ul><li>Wi-Fi (WLAN) </li></ul><ul><li>Digital-TV </li></ul><ul><li>@450 </li></ul><ul><li>Tetra </li></ul>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)
    12. 12. 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
    13. 13. Valberg, Deventer & Repacholi (2007) <ul><li>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 . </li></ul>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
    14. 14. &quot;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
    15. 15. 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)
    16. 16. DECT ( D igital E nhanced C ordless T elecommunications) <ul><li>Bundesamt für Strahlenschutz – German Radiation Protection Bureau – recommends that the base station should not be continuosly on and industry should develop safer technologies </li></ul><ul><li>http://www.bfs.de/elektro/Strahlungsarme_Dect_Schnurlostelefone.html </li></ul><ul><li>German Doctor Appeals (Bamberg, Freiburg …) </li></ul><ul><li>http://appelle.diagnose-funk.org / </li></ul>1880–1900 MHz Pulsing at 100 Hz DEMO DEMO
    17. 17. ’ 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
    18. 18. Conclusions: Mass-customisation, 3 cases and Drucker framework <ul><li>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 . </li></ul><ul><li>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. </li></ul>
    19. 19. Questions and comments welcome! <ul><li>Mikko Ahonen </li></ul><ul><li>Researcher </li></ul><ul><li>University of Tampere </li></ul><ul><li>Finland </li></ul><ul><li>Telephone +358-3-3551 8069 </li></ul><ul><li>E-mail mikko.ahonen [at] uta.fi </li></ul><ul><li>Blog http://beyondcreativity.blogs.com </li></ul><ul><li>(contains the full paper) </li></ul><ul><li>Info http://www.uta.fi/~mikko.ahonen/ </li></ul>

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