Reggy Mortier Market Director The moment of truth in launching innovations Het moment van de waarheid bij het lanceren van innovaties

Context (Case) Summary & Conclusion Presentation scope Determine Bepalen Control Beheersen Secure Beveiligen

Context (Case)

Summary & Conclusion

Context

Product platform strategy Platform Strategy - Technology - Product Family Strategy - Market - Vision - People - New Product Introduction - Product / Service -

Three platforms / families of rugged displays

For extreme installations

In extreme environments 100% humidity, interference, sand and dust -46°C +71°C

Price range Low End Market Segment High End Market Segment

thinLITE display family

Determine: fix or find out precisely, calculate Product Life Cycle Monitoring (Management)

Determining the MoT = Profit monitoring x x MoT: Defining & Developing MoT: Selling

Result of our PLC analysis Main Segment Lower Cost & New Size & Performance Low End Market Segment - Disruptive, “Good Enough” Competition - Emerging Segments - New Requirements -

Control: be in command of, manage, restrain Product Portfolio (Platform) Management

To control the MoT = To USE your ... Cannibalization

Bad cannibalization Lost Profit by Bad Cannibalization GOOD

Cannibalize for MAXIMUM RETURN only BIO-MIMICRY Eliminate Competition - Procreation - Secure Food For Offspring - Procreation -

Cannibalize for MAXIMUM PROFIT only

Three possible profit scenarios: III is right one III II I 3000 6000 Cannibalized Profit Lost Profit To Competition Regained Profit New Profit

Resulting profit contribution & ROI 9000 III

MoT was about 2 years later: Hypothetical Ex. Investment

Secure: make certain or safe, succeed in getting Part I: Securing sales (and value based pricing) Part II: Securing maximum profit

Secure: make certain or safe, succeed in getting Part I: Customer Engagement & Involvement

Customer engagement To share & mitigate the risk of a new product introduction creating EARLY customer “Buy-in” & initial customers ! Crucial to get the wheel rolling and To get through the nearly “unavoidable” dip ! improving and tuning the product with SELECTED customers Find more & new ways of using your product Using initial design provisions !

To share & mitigate the risk of a new product introduction

creating EARLY customer “Buy-in” & initial customers !

Crucial to get the wheel rolling and

To get through the nearly “unavoidable” dip !

improving and tuning the product with SELECTED customers

Find more & new ways of using your product

Using initial design provisions !

Avoiding the Voice of the Customer “trap”

During development @ all major stage gates Stage Gate 0: Voice of the Customer @ product definition

Stage Gate 0: Voice of the Customer @ product definition

Customer engagement To strive for & achieve customer Delight !

To strive for & achieve customer Delight !

KANO Customer Needs Model KANO Leads to loyal customers & better pricing Didn’t do it at all Did it very well BASIC NEEDS EXCITEMENT NEEDS PERFORMANCE NEEDS Spoken Wants Unspoken Basics – Unless Violated Unspoken Excitement Satisfied Dissatisfied

Example: delight & lower cost !

Example: Product provisions lead to new uses

Secure: make certain or safe, succeed in getting Part II: Phased Product Introduction

Phased product introduction In different, separate market or price segments To maximize profit contribution per segment & consequentially in your total market

In different, separate market or price segments

To maximize profit contribution per segment

& consequentially in your total market

Example: Phased introduction per segment Low End Market Segment Main Market Segment Emerging Segments I II III

Summary & conclusion

Summary Determine the moment of truth By monitoring your profit evolution (PLC) Control the moment of truth By “using” cannibalization to maximize your total profit (portfolio) Secure the moment of truth By true customer engagement To sell early & surely (risk management & delight) By phased product introductions per segment To maximize your total market profit

Determine the moment of truth

By monitoring your profit evolution (PLC)

Control the moment of truth

By “using” cannibalization

to maximize your total profit (portfolio)

Secure the moment of truth

By true customer engagement

To sell early & surely (risk management & delight)

By phased product introductions per segment

To maximize your total market profit

Thank you More information: www.barco.com Related articles in and PUB Reference books: Pictures: istockphoto

More information: www.barco.com

Related articles in and PUB

Reference books:

Pictures: istockphoto