Co-creation: innovation with your customers
MarketeerCongres, 8th of May 2008
Martijn Staal
Online:
Martijn.Staal@tno.nl
www.tno.nl/ict
+31 6 519 162 37

Co-creation, MarketeerCongres 2008 2
Co-creation is HOT!
“Inhabitants co-create Eindhoven”
P2P foundation, 13th December 2007
“Internet users design their own car”
Emerce, 10th April 2008
“Citizen journalism site Skoeps stops”
De Telegraaf, 5th May 2008
“Nokia involves consumers in product development”
Nokia Morph, Emerce, 18th March 2008
Concept Lounge
“Innovative building in Opeinde (Friesland)”
Thecrowds.nl, 15th April 2008
What is the impact of co-creation for marketeers?

Co-creation, MarketeerCongres 2008 3
The ‘passive consumer’ becomes active; participation
becomes the key
Ranking Personalisation Links Search Rating Tags Tips

Co-creation, MarketeerCongres 2008 4
Before.. End user participation can increase the After..
Interaction:
Interaction: success of the innovations www, email,
Mass media IM, blogs
INPUT
Technology Market
push Resources: knowledge, money,….. pull
Length: Internal External Length: hrs,
months, yrs weeks
Idea Market
Concept Implemen- Evalu
selection & intro-
& testing tation -ation
Analysis duction
Input: reports, Input: requests,
focus groups OUTPUT user input
Promotion: Promotion:
one way Resources: ideas, knowledge, patents, viral, UGC
products/services
Closed, formal, Open, adhoc,
patents Internal External informal,

Co-creation, MarketeerCongres 2008 5
Co-creation during Idea
generation & selection
Cambrian House
Innocentive

Co-creation, MarketeerCongres 2008 6
Co-creation during concept & testing: gain insight into
what (future) customers really want (Second life)
230+ employees
6 islands
$10M investments

Co-creation, MarketeerCongres 2008 7
Co-creation during implementation: users finish the
product how they want it (Nike ID)

Co-creation, MarketeerCongres 2008 8
Co-creation during market introduction: gain insight into
customer experiences before introduction (Buzzer)

Co-creation, MarketeerCongres 2008 9
Many Youtube movies
buzzers in radioshow
buzzers launch website
buzzers reviews on well-visited blogs
400 buzzers major event & onsite buzz

Co-creation, MarketeerCongres 2008 10
Co-creation during evaluation: improving current
operations for businesses (KLM)
•Share ideas and suggestions
•Discuss with KLM employees
Results in 4 months
•10.000 companies were
invited, 1.000 responses
•800+ ideas
•40 directly involved
employees participate in
discussions
klm.bluelab.nl

Co-creation, MarketeerCongres 2008 11
Co-creation must fit into the corporate strategy; some
companies should not make use of it
“Den Haag stops in Second Life”
AD, 10th April 2008
“Apple’s products do not fit into
co-creation with customers”
Express.be, 28th April 2008
“PCM and Talpa abort Skoeps”
Telecompaper, 4th May 2008
•Think about the goals that you want to achieve by co-creation thoroughly!
•Co-creation may take more time to develop than expected
•Co-creation is not free and risks may be greater than the benefits
•What are the benefits for your company? (financially as well as non-financially)

Co-creation helps you to get to know your
customer and make innovation successful!
Thank you for your attention!
Questions?
Martijn Staal
Online:
Martijn.Staal@tno.nl
www.tno.nl/ict
+31 6 519 162 37

Co-creation, MarketeerCongres 2008 13
Appendix

Co-creation, MarketeerCongres 2008 14
HOME TNO ICT LABS CLIENTS
The five core
areas
of TNO TNO
TNO
Quality of Science
TNO TNO
Life and
Defence, Built
TNO Industry
Security and Environment
Safety Information and Geosciences
Communication
Technology
FACTSHEET
Annual turnover 830 M$ Founded in 1932
4700 employees Largest independent contract
research company in Netherlands
60% MSc / PhD
TNO ICT: 350 research specialists
Mission: to make scientific
knowledge applicable Top 10 favorite Dutch employer

Co-creation, MarketeerCongres 2008 15
HOME TNO ICT LABS CLIENTS
ICT and profit Usability Business impact analysis
Innovation and
VoIP
Corporates SME implementation Operators
Mobile services
ICT users Security and ICT providers
Customer reliability End-to-end
Experience Government Quality of Service Service providers
RFI/RFQ Vision and strategy ICT performance
All-IP, Multiplay
assistance
Our mission:
Home networks
Billing & CRM Making ICT knowledge Core & Acces
Business modelling applicable DOCSIS, CMTS networks
e-Government Fixed Mobile convergence System integrators
e-Learning
Society, UMTS, Wifi,
Technology & ICT policy ICT policy WiMax, RFID ICT suppliers
Innovation
makers Spectral management
Public Key Infra’s Vendors
Government IMS, i-mode
(PKI) Radio planning
Defense and ICT Service architecture
e-Health design
Wireless Java

Co-creation, MarketeerCongres 2008 16
HOME TNO ICT LABS CLIENTS
On-site labs make
scientific knowledge
practical
ON-SITE LABS
Multimedia Lab IP (VoIP) Lab
Digital Home Lab Billing Lab
Service Experience lab PKI Lab
Usability Lab Lab for mobile terminal and portal
performance measurements
Idea creation lab
Access lab
Lab for voice controlled services

Co-creation, MarketeerCongres 2008
CLIENTS 17
HOME TNO ICT LABS CLIENTS
TNO delivers value
worldwide
• Applied scientific knowledge
• European market insights
CLIENTS