Nokia idea crowdsourcing public to slideshare nov 11


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About Nokia's idea crowdsourcing and Ideas are the currency of the future but let's remember that people are more important than ideas!
Pia Erkinheimo
Head of Crowdsourcing
Crowdsourcing & Innovation

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Nokia idea crowdsourcing public to slideshare nov 11

  1. 1. Listening to the Wisdom in theCrowdsPia ErkinheimoHead of CrowdsourcingNovember, 20111 Company Confidential
  2. 2. Amazing Everyday by Nokia2 Company Confidential
  3. 3. Amazing Everyday with Asha* * Hope in Hindi3 Company Confidential
  4. 4. http://nokiatune.audiodraft.comAmount of entries: ~ 6,200 entries from over 2,800 designers from over 70 countriesLikes: 166,000Shares: 124,000Visitors at 1,7MEntries played on 13,5MHow to get Nokia Ringtone to your iPhone  : (in Finnish) 4 Company Confidential
  5. 5. Democratising R&D Innovation Department of Millions5 Company Confidential © 2011 Nokia IdeasProject2.0] Company Confidential
  6. 6. Crowdsourcing is in the junction of OpenInnovation and Social Media (Nokia Definition) Open Innovation Social Media User Driven Innovation6 Company Confidential
  7. 7. Crowdsourcing defined by academic research Open Innovation User Innovation Co-Creation Crowdsourcing Source: Modified from Schenk and Guittard, 20097 Company Confidential
  8. 8. Innovation defined by Nokia Source: Nokia Term Bank 2011 Company Confidential
  9. 9. Portfolio approach to Open InnovationPeer-productionCrowd-sourcing &co-creation CONCEPTING & IDEA GENERATION GAME PLANNING DIFFUSION & GTM in-unit/cross-unit/external screening and initial GTM , localise, scale funding/from idea to resultsPartnering,“ExtendedEnterprise”ExternalCompanies Company Confidential
  10. 10. Nokia is looking for all kinds of innovations Biggest Pay-Off Least likely to succeedSuited to unstable markets Business Model Innovation More valuable than product innovation More likely to succeed Friendly to course-correction Process Innovation Product Innovation Source: Christian Hamilton, ILO: Speakers Series Feb 29 2008 Company Confidential
  11. 11. Idea Crowdourcing as part of enterprise social mediastrategy11 Company Confidential
  12. 12. Ramping up the Nokia crowdsourcing capability Internal External Passion for Innovation Hear 20% Innovation Leadership Listen Co-creation Observe Employer Branding Talk With 70% Be Authentic Marketing, dialogue with consumersNokia Innovation Management Processes & Pipelines Internal Communities 80% Rules of the Game Co-Creation 30% 12 Company Confidential
  13. 13. Value of Idea Crowdsourcing Users ideas score significantly higher than by professionals – more frequently rated as among the best on novelty and customer benefit. Novelty Customer Feasibility Benefit (technical & economical) Users “Professionals”** marketers, engineers, designers User ideas scored somewhat lower in feasibility but not so much that they would constitute a barrier13 Poetz & Schreier (2011): Baby products specialised company Company Confidential
  14. 14. Ideators have multiple motivations to participate incrowdsourcing Lead Users as ideators Normal Users as ideators 1 Intellectual stimulations Chance of getting new mobile phone or other technical device 2 Personal learning Making better products/ services 3 Seeing own ideas come true Change of getting a lot of money if my idea wins 4 Enjoyment and fun Seeing own ideas come true 5 Change of getting a lot of Knowledge exchange money if my idea wins Source: Harjanne 2011 Company Confidential © 2011 Nokia Crowdsorucing at Nokia Company Confidential
  15. 15. There are many interfaces to Nokia Crowdsourcing mobile-friendlysite for iPhone, Android, Symbian3 WP7working in progressPartner platforms Internal Nokia Sphere Consumers Enthusiasts Start-ups Developers Company Confidential
  16. 16. It’s a genuine audience in socialmedia Earned Media Own Media Paid Media16 Company Confidential
  17. 17. Collaboration is based on semanticserendipity 17 Company Confidential
  18. 18. People are creative. PUSH   PULL “I have an idea, I’ll share it “There is a problem, a and see if anyone hears challenge, to solve and I’ll me!” ask help of many.”18 Company Confidential
  19. 19. Various Audiences makes Nokia Crowdsourcing Alive Consumers CommunitiesConsumers Investors Allliances Lead Users Technology trend setters Universities and research Partners FIRE (Nokia (B2B Crowdsourcing) Innovation Strategy Community) Operators Retail NRC Care Sourcing Nokia Marketing Developers – WP / Navteq Consumer Smart Analytics Devices and FUTURE Insights DISRUPTIONS Services CTO Portfolio Googles, Management Mobile Apples, LGs, Phones MediaTeks, Etc. Nokia 19 Company Confidential
  20. 20. “What happens to the idea?”Let’s make digital art out of ideas! Nokia Developers World Your Idea To other ideators in the Your idea finds community its way. Co-creation partners e.g. operators, content providers, Nokia Strategy universities, NGOs & Consumer Analytics & Insights professionals Nokia business development Nokia decision makers R&D, NRC 20 Company Confidential
  21. 21. The Crowdsourcing “Process” Sea of Ideas Setting the scene and rules Awareness raising, Marketing All ideas Facilitating, Responding “likings”, votes Coaching, Dialoguing Comments Dialogues, teaming around ideas Statistical analysis * Harvesting the ideas Approx 200 ideas by “wisdom of the crowds” rating Selecting the finalists Approx 6-12 after harvesting go to finals Decision making Decisions by Business “concepts” Owner/s* text mining, clustering & regression analysis, data visualisation withneuro networks “Industry Firsts” “Nokia Firsts” Company Confidential © 2011 Nokia Crowdsorucing at Nokia 21 Company Confidential
  22. 22. It Takes Two to Tango: Consumers and Nokia Developers22 Company Confidential © 2011 Nokia Crowdsorucing at Nokia Company Confidential
  23. 23. There are no pure users or pure developersTarget Audience.There are no pure users or pure developers. Audiencesexist along the spectrum reflecting our involvement,capacities and investment. We are all ideators, we areall part of the wisdom of the crowds. Consumers Enthusiasts Hobbyists Start ups Developers23 Company Confidential © 2011 Nokia Crowdsorucing at Nokia Company Confidential
  24. 24. Next StepsOctober 2011 By the end of 2011… is …to understand more about• Create4Millions @ Nokia • the relationship betweenWorld amateurs and professionals• Education for All with • data visualisationUNESCO • statistical methods in idea• N9 Challenge! harvesting• Apps for Women with • the business case• Visualising Open Data @ • Russian, Finnish, Spanish,Picnic with Forum Virium and French, Arabic behaviorHWDC 2012 • how to crowdsource creative work e.g.• Please read IdeasProjectWhitepaper “The promise ofCrowdsourcing – Benefits, Contexts, Limitations”by Aitamurto – Leiponen- Tee 24 Company Confidential
  25. 25. Ideas are the currency of the future. BUT - People are more important than ideas.25 Company Confidential © 2011 Nokia Nokia Crowdsourcing Company Confidential
  26. 26. Thank you. FB: Erkinheimo Pia Twitter: PiaErkinheimo +358 50 487 1417 IdeasProject in FB, Twitter – too.26 Company Confidential
  27. 27. IP in service ecosystemsIn areas where innovations are moving away from high-levelsystem designs (e.g. computer manufacturers, phonemanufacturers) and their proprietary components, to newecosystems e.g. based on services, the question ofintellectual property rights in the traditional sense canbecome less relevant. Either way, firms should strategicallymaximize the value of IP rather than maximizing the control ofIP. (Pisano 2006 modified by Aitamurto-Leiponen-Tee 2011)27 Company Confidential