Automotive Research, Development and Innovation using Mass Collaboration (Web 2.0, Wikinomics) Brian Pinkelman
Mass Collaboration (Wikinomics) <ul><li>Harnesses the power of populations beyond your organization, team, or department t...
The Wall Problem <ul><li>Individual Approach  – Direct one person to get over a wall. </li></ul><ul><li>Team Approach  – D...
Why it works! <ul><li>Cell based vs. Production line    Parallel development process  </li></ul><ul><li>Hierarchical vs. ...
Presentation that Follows <ul><li>Stories </li></ul><ul><ul><li>3M and the Post-It Note </li></ul></ul><ul><ul><li>GE and ...
3M and the Post-It Note <ul><li>History </li></ul><ul><ul><li>Spencer Silver ‘68 invents low bond glue  </li></ul></ul><ul...
LED and Nick Holonyak <ul><li>Fresh out of the Army Nick Holonyak goes to work for GE. Before the Army he was at Bell Labs...
Common Thread <ul><li>The stories continue.. pure research, innovation research, product development </li></ul><ul><ul><li...
Mass Collaboration at BMW I <ul><li>BMW Telematics Development </li></ul><ul><ul><li>To rethink telematics - BMW released ...
Mass Collaboration at BMW II <ul><li>BMW ROUTES / ConnectedDrive  </li></ul><ul><ul><li>Conducting research online with cu...
Mass Collaboration at BMW III <ul><li>BMW  </li></ul><ul><ul><li>Internal: Innovation Councils (Lear, 3M) </li></ul></ul><...
Mass Collaboration: Solving Problems <ul><li>Innocentive.com  </li></ul><ul><ul><li>Uses mass collaboration to solve resea...
Mass Collaboration: Solving Problems <ul><li>Innocentive.com </li></ul><ul><ul><li>Since 2001 </li></ul></ul><ul><ul><ul><...
Mass Collaboration: Solving Problems <ul><li>NETFLIX </li></ul><ul><ul><li>is a mail order movie rental company </li></ul>...
Mass Collaboration: Solving Problems <ul><li>How to Improve NETFLIX Cinematch? </li></ul><ul><ul><li>Conventional approach...
Mass Collaboration: Solving Problems <ul><li>NETFLIX PRIZE as of March 26, 2008*  </li></ul><ul><ul><li>9.05 % improvement...
Internal Mass Collaboration: Socialtext.com <ul><li>Program/Project Management software that builds an online Obeya room w...
Mass Collaboration in the Automotive Industry <ul><li>FIND THE RIGHT PERSON AT THE RIGHT TIME </li></ul><ul><li>Internal :...
Internal Process <ul><li>Idea/Problem/Process Improvement/VE </li></ul><ul><ul><ul><li>Supplier proposal </li></ul></ul></...
Wiki-Web Site for Innovation <ul><li>IDEA: </li></ul><ul><ul><ul><li>Vehicles should have some place to put garbage </li><...
…  for VE and Cost Reductions <ul><li>VE: </li></ul><ul><ul><ul><li>Supplier has an interesting new low cost seat lumbar. ...
… for Process Improvement <ul><li>Process Improvement </li></ul><ul><ul><ul><li>“ Pocket” Performance checksheet to quickl...
…  for Problem Solving <ul><li>Problem: </li></ul><ul><ul><ul><li>I need an algorithm for a self adjusting smart seat </li...
Internal Mass Collaboration: Wiki-Web Site <ul><li>Not  submitting complete ideas to a select committee/individual for “Ju...
External Mass Collaboration: Problem Solving/Research <ul><li>Innocentive.com </li></ul><ul><ul><li>Direct with Innocentiv...
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Innovation Research And Development With Web 2.0 (Mass Collaboration)

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Innovation Research And Development With Web 2.0 (Mass Collaboration)

  1. 1. Automotive Research, Development and Innovation using Mass Collaboration (Web 2.0, Wikinomics) Brian Pinkelman
  2. 2. Mass Collaboration (Wikinomics) <ul><li>Harnesses the power of populations beyond your organization, team, or department to solve problems, innovate, create, and move forward. </li></ul><ul><li>The best solution, the best person may not be within the organization, team, or department. </li></ul><ul><li>Advanced “Spillover” Research  inceases total explorations  decreases costs “Your solution may exist in another industry” </li></ul>
  3. 3. The Wall Problem <ul><li>Individual Approach – Direct one person to get over a wall. </li></ul><ul><li>Team Approach – Direct a team working together to get over the wall. </li></ul><ul><li>Mass Collaboration Approach – A population of individuals working, networking, and not working together to get over the wall. </li></ul>Wall Wall Wall
  4. 4. Why it works! <ul><li>Cell based vs. Production line  Parallel development process </li></ul><ul><li>Hierarchical vs. Networks and Tags  works with the existing natural cultures rather than forced communication lines. </li></ul><ul><li>Harness the power and skills of populations outside of your team or organization. </li></ul><ul><li>Find the best/right people for the job. </li></ul>
  5. 5. Presentation that Follows <ul><li>Stories </li></ul><ul><ul><li>3M and the Post-It Note </li></ul></ul><ul><ul><li>GE and the LED </li></ul></ul><ul><ul><li>Mass Collaboration at BMW </li></ul></ul><ul><ul><li>Innocentive.com </li></ul></ul><ul><ul><li>Netflix Prize </li></ul></ul><ul><li>Mass Collaboration in the Automotive Industry Research, Innovation, Problem Solving </li></ul><ul><ul><li>Internal: SocialText.com  Online Program Managment Room </li></ul></ul><ul><ul><li>External: Innocentive.com </li></ul></ul>
  6. 6. 3M and the Post-It Note <ul><li>History </li></ul><ul><ul><li>Spencer Silver ‘68 invents low bond glue </li></ul></ul><ul><ul><li>Art Fry in 1974 thinks to put the glue on paper as a sticky bookmark. Makes manufacturing machine at home. </li></ul></ul><ul><ul><li>1980 Post-It Notes are introduced nationwide (G. Edwards, Steve Collins, Geoff Nicolson, Joe Ramey) </li></ul></ul><ul><li>It took 12 years to find the right people to carry it the next step. </li></ul><ul><ul><li>3M has/had a policy where an employee can spend 15% of his/her time on a project of there choosing. </li></ul></ul>
  7. 7. LED and Nick Holonyak <ul><li>Fresh out of the Army Nick Holonyak goes to work for GE. Before the Army he was at Bell Labs working on silicon devices and transistors. </li></ul><ul><li>Management at GE wanted him to continue to work on silicon and threatened to fire him. </li></ul><ul><li>Holonyaks research leading to the first visible light useable LED </li></ul><ul><ul><li>Opposed by the GE system/process </li></ul></ul><ul><ul><li>Self motivating </li></ul></ul>
  8. 8. Common Thread <ul><li>The stories continue.. pure research, innovation research, product development </li></ul><ul><ul><li>The Right Person </li></ul></ul><ul><ul><li>Can over come discouraging process. </li></ul></ul><ul><ul><li>Can over come slow/failed results. </li></ul></ul><ul><ul><li>Can over come a lack of resources. </li></ul></ul><ul><li>Process, Resources, Management can help but they can’t do it. </li></ul><ul><li>Mass collaboration finds the right person </li></ul>
  9. 9. Mass Collaboration at BMW I <ul><li>BMW Telematics Development </li></ul><ul><ul><li>To rethink telematics - BMW released a digital design kit on its web site and encouraged customer to make designs. </li></ul></ul><ul><ul><li>Thousands of customers have shared ideas directly with the engineers. </li></ul></ul><ul><ul><ul><li>The voice of the customer does not require translation through survey or JDPower. </li></ul></ul></ul><ul><ul><ul><li>Low cost alternative to clinic </li></ul></ul></ul>
  10. 10. Mass Collaboration at BMW II <ul><li>BMW ROUTES / ConnectedDrive </li></ul><ul><ul><li>Conducting research online with customers </li></ul></ul><ul><ul><li>“ Participants put together personal driving routes to meet your wishes and include any additional destinations. Right along with it, you figure in the weather and road conditions. Finally, you download the route from your computer to your vehicle and let the navigation system simply guide you, letting you concentrate on the driving experience and the sights along the way. As a current research project from BMW ConnectedDrive shows, this service could perhaps soon be among those offered by BMW Online.” </li></ul></ul>
  11. 11. Mass Collaboration at BMW III <ul><li>BMW </li></ul><ul><ul><li>Internal: Innovation Councils (Lear, 3M) </li></ul></ul><ul><ul><li>External: Hosts a “Virtual Innovation Agency” for small and non-traditional suppliers to submit ideas. http://www.bmwgroup.com/via/ </li></ul></ul>
  12. 12. Mass Collaboration: Solving Problems <ul><li>Innocentive.com </li></ul><ul><ul><li>Uses mass collaboration to solve research problems in the life sciences and chemistry </li></ul></ul><ul><li>Community of independent scientists and companies </li></ul><ul><li>Companies have access to thousands of researchers. </li></ul><ul><li>Link between </li></ul><ul><ul><li>Scientists and Companies </li></ul></ul><ul><ul><li>Problems and Solutions </li></ul></ul>
  13. 13. Mass Collaboration: Solving Problems <ul><li>Innocentive.com </li></ul><ul><ul><li>Since 2001 </li></ul></ul><ul><ul><ul><li>140 Solutions from 13 countries </li></ul></ul></ul><ul><ul><ul><li>Scientists from 170 countries have registered </li></ul></ul></ul><ul><ul><li>93 Open chemisty/apllied science problems </li></ul></ul><ul><ul><li>45 Open Life science problems </li></ul></ul>
  14. 14. Mass Collaboration: Solving Problems <ul><li>NETFLIX </li></ul><ul><ul><li>is a mail order movie rental company </li></ul></ul><ul><ul><li>Predicting movie preferences of customers is critical to customer satisfaction and managing inventory costs. </li></ul></ul><ul><ul><li>Cinematch is the Netflix system for predicting the movies people rent. </li></ul></ul><ul><li>How to Improve Cinematch? </li></ul>
  15. 15. Mass Collaboration: Solving Problems <ul><li>How to Improve NETFLIX Cinematch? </li></ul><ul><ul><li>Conventional approach is you hire some one or build a team. </li></ul></ul><ul><li>NETFLIX choose mass collaboration to improve Cinematch. </li></ul><ul><ul><li>Grand prize $1,000,000 to anyone to improve Cinematch by 10%; Yearly $50,000 prize. </li></ul></ul><ul><ul><li>“ Now there are a lot of interesting alternative approaches to how Cinematch (could) work that we haven’t tried. Some are described in the literature , some aren’t” </li></ul></ul>
  16. 16. Mass Collaboration: Solving Problems <ul><li>NETFLIX PRIZE as of March 26, 2008* </li></ul><ul><ul><li>9.05 % improvement (AT&T Labs) </li></ul></ul><ul><ul><li>34551 contestants on 28471 teams from 169 different countries. </li></ul></ul><ul><ul><li>23820 valid submissions from 3178 different teams </li></ul></ul><ul><ul><li>56 submissions in the last 24 hours. </li></ul></ul><ul><ul><li>(*Contest started October 2 nd 2006) </li></ul></ul>
  17. 17. Internal Mass Collaboration: Socialtext.com <ul><li>Program/Project Management software that builds an online Obeya room with an online Obeya Visual Management board </li></ul>
  18. 18. Mass Collaboration in the Automotive Industry <ul><li>FIND THE RIGHT PERSON AT THE RIGHT TIME </li></ul><ul><li>Internal : Socialtext.com to build an online Program/Project Management Room </li></ul><ul><ul><li>Ideas, problems, projects are posted online. </li></ul></ul><ul><li>External : </li></ul><ul><ul><li>Reach out to small companies. (BMW) </li></ul></ul><ul><ul><li>Reach out to researchers. (Innocentive) </li></ul></ul><ul><ul><li>Reach out to the customer (BMW) </li></ul></ul>
  19. 19. Internal Process <ul><li>Idea/Problem/Process Improvement/VE </li></ul><ul><ul><ul><li>Supplier proposal </li></ul></ul></ul><ul><ul><ul><li>Invention, research paper </li></ul></ul></ul><ul><ul><ul><li>Your own idea </li></ul></ul></ul><ul><li>Post it on an Internal Wiki site: Bulletin board or data base of ideas </li></ul><ul><li>Participation: </li></ul><ul><ul><ul><li>Make suggestions </li></ul></ul></ul><ul><ul><ul><li>Contribute information </li></ul></ul></ul><ul><ul><ul><li>Add, build, change the idea </li></ul></ul></ul><ul><li>Ideas naturally evolve. The right people find it and advance it. </li></ul><ul><li>Every idea has its own wiki-page. </li></ul><ul><ul><li>Past is never lost. (Every time a page changes the old page is still saved) </li></ul></ul><ul><ul><li>Files, links, pictures , sketches, videos can all be inserted, linked to, attached. </li></ul></ul>
  20. 20. Wiki-Web Site for Innovation <ul><li>IDEA: </li></ul><ul><ul><ul><li>Vehicles should have some place to put garbage </li></ul></ul></ul><ul><li>Post it: (The person who posts it is now the lead) </li></ul><ul><ul><ul><li>Post a sketch, a photo of plastic bag in car hanging from the glove box. </li></ul></ul></ul><ul><ul><ul><li>Ask a question -How do you handle garbage in your car? </li></ul></ul></ul><ul><li>Participation: </li></ul><ul><ul><ul><li>Engineer makes some criteria recommendations. </li></ul></ul></ul><ul><ul><ul><li>Accountant finds an aftermarket example on the web. </li></ul></ul></ul><ul><li>Progress </li></ul><ul><ul><ul><li>Management picks up the idea and saves for the next mini-van. </li></ul></ul></ul><ul><ul><ul><li>Patent submission. </li></ul></ul></ul><ul><li>Every idea has its own wiki-page. </li></ul><ul><ul><ul><li>Past is never lost. </li></ul></ul></ul><ul><ul><ul><li>Files, links, pictures , sketches, videos can all be inserted, linked to, attached. </li></ul></ul></ul>
  21. 21. … for VE and Cost Reductions <ul><li>VE: </li></ul><ul><ul><ul><li>Supplier has an interesting new low cost seat lumbar. </li></ul></ul></ul><ul><li>Post it </li></ul><ul><ul><ul><li>Post picture, cost info, and performance data </li></ul></ul></ul><ul><li>Participation: </li></ul><ul><ul><ul><li>Design is considering a new standard seat. This could be a starting point for a new standard lumbar </li></ul></ul></ul><ul><li>Progress: </li></ul><ul><ul><ul><li>Research is looking for new ideas to study. </li></ul></ul></ul><ul><ul><ul><li>A new program and is considering pass. seat lumbar to help separate from the market. </li></ul></ul></ul><ul><li>Every idea has its own wiki-page. </li></ul><ul><ul><ul><li>Past is never lost. </li></ul></ul></ul><ul><ul><ul><li>Files, links, pictures , sketches, videos can all be inserted, linked to, attached. </li></ul></ul></ul>
  22. 22. … for Process Improvement <ul><li>Process Improvement </li></ul><ul><ul><ul><li>“ Pocket” Performance checksheet to quickly evaluate changes on the spot. (no signatures) </li></ul></ul></ul><ul><li>Post it: (Explain thought process) </li></ul><ul><ul><ul><li>Often a change comes to us from a supplier as a mfg improvement or VE, Should I even consider it? </li></ul></ul></ul><ul><ul><ul><li>A quick standard part specific perfromance checksheet would be nice to help inexperienced engineers/technicians evaluate changes. </li></ul></ul></ul><ul><ul><ul><li>Post a sample </li></ul></ul></ul><ul><li>Participation/Progress </li></ul><ul><ul><ul><li>Safety engineer adds to it. </li></ul></ul></ul><ul><ul><ul><li>A human factors engineer adds to it. </li></ul></ul></ul><ul><ul><ul><li>A MED technician adds to it. </li></ul></ul></ul><ul><li>Every idea has its own wiki-page. </li></ul><ul><ul><ul><li>Past is never lost. When a change is made the old page is saved automatically </li></ul></ul></ul><ul><ul><ul><li>Files, links, pictures , sketches, videos can all be inserted, linked to, attached. </li></ul></ul></ul>
  23. 23. … for Problem Solving <ul><li>Problem: </li></ul><ul><ul><ul><li>I need an algorithm for a self adjusting smart seat </li></ul></ul></ul><ul><li>Post it: (Explain problem) </li></ul><ul><ul><ul><li>We are developing a smart seat that adjusts the head rest for optimal distance for comfort and safety from the occupants head. What should we consider? </li></ul></ul></ul><ul><li>Participation/Progress </li></ul><ul><ul><ul><li>Ergonomics engineer: The driver/occupant should have the ability to override it. </li></ul></ul></ul><ul><ul><ul><li>Safety Engineer: No they should it other wise it could become unsafe or violate FMVSS rules </li></ul></ul></ul><ul><ul><ul><li>Ergonomics Engineer: If no one is in the pass seat can it move to a hidden position to improve driver visibility. </li></ul></ul></ul><ul><li>Ideas naturally evolve. The right people find it and advance it. </li></ul><ul><li>Every idea has its own wiki-page. </li></ul><ul><ul><li>Past is never lost. </li></ul></ul><ul><ul><li>Files, links, pictures , sketches, videos can all be inserted, linked to, attached. </li></ul></ul>
  24. 24. Internal Mass Collaboration: Wiki-Web Site <ul><li>Not submitting complete ideas to a select committee/individual for “Judgment” </li></ul><ul><li>Way to introduce and have some early validation of new ideas and process. </li></ul><ul><li>Proposing ideas to the community at large. </li></ul><ul><ul><li>No idea gets lost in bureaucracy. Built a database </li></ul></ul><ul><ul><li>Ideas get “voted on” by participation good ideas receive the most inherent attention. </li></ul></ul><ul><ul><li>Ideas can progress by general participation or a targeted budget can move it forward (Mirco-Loans) </li></ul></ul>
  25. 25. External Mass Collaboration: Problem Solving/Research <ul><li>Innocentive.com </li></ul><ul><ul><li>Direct with Innocentive </li></ul></ul><ul><ul><li>Outsource process to UMTRI or CAR </li></ul></ul><ul><ul><li>INNOCENTIVE COULD START TOMORROW </li></ul></ul><ul><li>Suppliers </li></ul><ul><ul><li>Develop a web system </li></ul></ul><ul><ul><li>Presenting it at SAE, Traverse City, others </li></ul></ul><ul><li>Customer/Media </li></ul><ul><ul><li>Wiki / Web system like BMW. (UMTRI, CAR, Car and Driver, Edmunds, Consumer Reports) </li></ul></ul>

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