Open Innovation vs.
Open Innovation vs
Experience Co‐Creation
p

The traditional innovation process

Traditional R&D
Easy and fast Focus on design
demountable parts
Tires with altered PP
Higher security offering lower friction
Organic plastic
g p
Maintenance

The lense of open innovation
Solvers Seekers
Polymer
Polymer
R&D
Focus on
young
R&D customers
Design Excellence in
production
R&D
Bicycle
manufacturer Market
M k t
R&D
Universities
Car sector
R&D Brakes
Community manufacturer
R&D
...n

Paradigms are shifting
R&D Experience
• Products
P d t • Transcend the
• Technology traditional R&D
• Materials • Focus on
• Processes interactions
• Design • Emotions
• Time to market
Time to market • Personalized
Personalized
• Viability Experience
• Services

How do we define experience?
An experience stimulates and satisfies
individually the senses of the interacter
individually the senses of the interacter
(customer) by creating an emotional
connection. It further transcends the
connection It further transcends the
traditional vision of products and
services.

What is an experience?
Personalized (image source: maketool.com)
Involves all senses
Higher focus/ concentration
during the process
Altered perception of time
p p
Creation of an emotional
connection
Unique process with an
intrinsic value for each
customer
Offers a reflection/stimulation

The experience co-creation innovation process

The value creation as a result of dialogue, access,
risk sharing and transparency
Value
creation
“inside-out” “outside-in”
SCIENCE PUSH DEMAND PULL
New way of value creation – focus on the
experience generation by participation of
Logic of value creation of the last 75 years
several stakeholder in the creation
Client s are seen as ‘value destructor’
process
Passive participation
The client is a productive value creator
co-creation
“co-creation”

Experience Co-Creation integrated the customer in
the organization’s creation process
Could I create and place
my own logo on the
I should feel like driving
g bike? Where would my friend
a Ducatti sit?
i?
I would like to buy a
y
When the color would
Wh th l ld
“racing suit”/outfit that
not be orange
combines with my bike .
Who is using the same
or similar bicycle? Is this bike receicable?
I would like to drive in
I ld lik t d i i
the water
My apartment is quiet
small, how to I store my
bike?
The product is cool but
p
How can I track where my the service....
child is riding the bike?

Different experiences and views create new
qualitative ideas
Partners Stakeholders
Suppliers Target
group
IT
company
? Bicycle Shop
Company Market
Tourism
Agency Community
Environmentali
Gaming st
company
Partners..
.n Industry
Co‐Creation and collaboration
environment

Experience platforms contextual and therefore
exist off & on-line

Creating new experiences via a new partner network

From the traditional to the experience innovation
taxonomy
Old New
Process Interactions
Products d
P d t and services
i Experiences
E i
Experience environments
Technology (on‐line and off‐line)
( )
Collaboration Individual
Community
Stakeholder Individual

Where can you drink a coffee with us
* Atuação através de parceiros

Contacts

anderson@symnetics.com.br
acoutinho@symnetics.com.br
daniel.egger@symnetics.com.br
d i l @ ti b
marcelo@symnetics.com.br

What is ‘creative commons’