Avatar-Based Innovation Using Virtual Worlds for Real World Innovation Thomas Kohler, Kurt Matzler, Johann Füller Universi...
Armed with new connective tools, consumers want to interact and co-create value...   Prahalad and Ramaswamy, 2003  „ “
<ul><li>Background and </li></ul><ul><li>Opportunities </li></ul>1 2 3 4
Virtual Worlds Computer-generated physical space   Represented graphically in three dimensions   Experienced by many peopl...
<ul><li>Avatar </li></ul><ul><li>Virtual representation </li></ul><ul><li>Appearance  </li></ul><ul><li>-  Looks </li></ul...
Virtual Worlds Open Innovation Avatar-Based Innovation = +
Opportunities Avatar Based Innovation <ul><li>Integrating Open Innovation </li></ul><ul><li>Real-time </li></ul><ul><li>Me...
Dissolving Boundaries “ They could use their virtual-world sensibility  to design products with real-world potential  (Hem...
<ul><li>Cases and their Challenge </li></ul>1 2 3 4
Need identification and idea generation Concept and design Test and launch Alcatel-Lucent Innovation Competiton
Steelcase Chair Designs Need identification and idea generation Concept and design Test and launch
Need identification and idea generation Concept and design Test and launch Aloft Testing the Virtual Hotel
The Challenge < Participation
<ul><li>Research Question and Research Design </li></ul>1 2 3 4
WHAT CREATES A   COMPELLING   CO-CREATION   EXPERIENCE  WITHIN VIRTUAL WORLDS ?
COMP CO-CRE EXPER ELLING ATION IENCE   Virtual Worlds Open Innovation
Research Design context process users Expert Interviews Compelling co-creation process Participant Interviews and Observat...
Participant Interviews - Practical Project <ul><li>Idea Submission box  vs.  Compelling Co-Innovation Process </li></ul>
Ideation Quest
Sustainable living in 2020 The future motor biking experience
<ul><li>Preliminary Results and Conclusion </li></ul>1 2 3 4
<ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul...
<ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul...
<ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul...
Challenge Desirability Interactivity Usability Community
<ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul...
Conclusion <ul><li>New approach to interactive new product development </li></ul><ul><li>Necessity of creating a compellin...
Discussion
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Avatar-Based Innovation and the Ideation Quest

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Presentation held at the International Product Development Management Conference in July 2008.

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  • Avatar-Based Innovation and the Ideation Quest

    1. 1. Avatar-Based Innovation Using Virtual Worlds for Real World Innovation Thomas Kohler, Kurt Matzler, Johann Füller University of Innsbruck :: Department of Strategic Management, Marketing and Tourism
    2. 2. Armed with new connective tools, consumers want to interact and co-create value... Prahalad and Ramaswamy, 2003 „ “
    3. 3. <ul><li>Background and </li></ul><ul><li>Opportunities </li></ul>1 2 3 4
    4. 4. Virtual Worlds Computer-generated physical space Represented graphically in three dimensions Experienced by many people at once
    5. 5. <ul><li>Avatar </li></ul><ul><li>Virtual representation </li></ul><ul><li>Appearance </li></ul><ul><li>- Looks </li></ul><ul><li>Clothing </li></ul><ul><li>Accessoires </li></ul>
    6. 6. Virtual Worlds Open Innovation Avatar-Based Innovation = +
    7. 7. Opportunities Avatar Based Innovation <ul><li>Integrating Open Innovation </li></ul><ul><li>Real-time </li></ul><ul><li>Media Richness </li></ul><ul><li>Interactive collaboration </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>User-Generated Content </li></ul><ul><li>Native creativity </li></ul><ul><li>Playful environment </li></ul><ul><li>Freedom to experiment </li></ul>
    8. 8. Dissolving Boundaries “ They could use their virtual-world sensibility to design products with real-world potential (Hemp, 2006) „
    9. 9. <ul><li>Cases and their Challenge </li></ul>1 2 3 4
    10. 10. Need identification and idea generation Concept and design Test and launch Alcatel-Lucent Innovation Competiton
    11. 11. Steelcase Chair Designs Need identification and idea generation Concept and design Test and launch
    12. 12. Need identification and idea generation Concept and design Test and launch Aloft Testing the Virtual Hotel
    13. 13. The Challenge < Participation
    14. 14. <ul><li>Research Question and Research Design </li></ul>1 2 3 4
    15. 15. WHAT CREATES A COMPELLING CO-CREATION EXPERIENCE WITHIN VIRTUAL WORLDS ?
    16. 16. COMP CO-CRE EXPER ELLING ATION IENCE Virtual Worlds Open Innovation
    17. 17. Research Design context process users Expert Interviews Compelling co-creation process Participant Interviews and Observation Compelling co-creation in virtual worlds Focus Groups Compelling virtual world place
    18. 18. Participant Interviews - Practical Project <ul><li>Idea Submission box vs. Compelling Co-Innovation Process </li></ul>
    19. 19. Ideation Quest
    20. 20. Sustainable living in 2020 The future motor biking experience
    21. 21. <ul><li>Preliminary Results and Conclusion </li></ul>1 2 3 4
    22. 22. <ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul><li>Community </li></ul>
    23. 23. <ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul><li>Community </li></ul>
    24. 24. <ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul><li>Community </li></ul>
    25. 25. Challenge Desirability Interactivity Usability Community
    26. 26. <ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul><li>Community </li></ul>
    27. 27. Conclusion <ul><li>New approach to interactive new product development </li></ul><ul><li>Necessity of creating a compelling experience </li></ul><ul><li>High level of interactivity and usability </li></ul><ul><li>Capitalizing on media richness and playfulness </li></ul>
    28. 28. Discussion

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