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Value Co-Creation, The New Approach To Successful Product Innovation

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Innovation exists at the intersection of invention and value and the best approach to create value is a new technique called value Co-creation. Co-creation not only describes a trend of jointly creating products. It also describes a movement away from customers buying products and services as transactions, to those purchases being made as part of an experience. Value is co-created with customers when a customer is able to personalize his/her experience using a firm's product-service proposition to a level that is best suited to get his/her job(s) or tasks done. In this chapter of the Beyond Stage Gate series we describe to how use Co-creation to increase the probability of successful new product and service introductions and how it fits in the entire innovation management ecosystem. We present a case study of how iPad Apps for Augmentative and Alternative Communication (AAC) have disrupted the market for AAC devices.

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Value Co-Creation, The New Approach To Successful Product Innovation

  1. 1. Value Co-Creation AND iNNOVATION case study: assessment of ipad apps for augmented and alternative communication <br />ProductCamp Austin August 6, 2011<br />Jose A. Briones, Ph.D.<br />Twitter: @Brioneja<br />www.Brioneja.com<br />
  2. 2. Agenda<br />Introduction<br />Background to Value Co-Creation<br />Value and Innovation<br />Value Definition and Pricing<br />Introduction to Spiro-Level System for Innovation Management<br />Value Co-Creation Case Study:<br />iPad Apps for Augmentative and Alternative Communication (AAC)<br />www.Brioneja.com Twitter: @Brioneja<br />
  3. 3. Legalese<br />“The fair use of a copyrighted work, including such use by reproduction in copies or phonorecords or by any other means specified by that section, for purposes such as criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research, is not an infringement of copyright” - Copyright Act of 1976, 17 U.S.C. § 107<br />www.Brioneja.com Twitter: @Brioneja<br />
  4. 4. Introduction<br />Product innovation has been described as the way out of today’s difficult business environment. <br />The rate of success of development projects, in particular disruptive innovation projects remains too low.<br />We believe that a reason for the low success rate is the erroneous application of analysis methods designed for incremental innovation to projects with high levels of uncertainty<br />www.Brioneja.com Twitter: @Brioneja<br />
  5. 5. In this chapter of the Beyond Stage Gate series we describe to how use Co-creation to increase the probability of successful new product and service introductions and how it fits in the entire innovation management ecosystem.<br />www.Brioneja.com Twitter: @Brioneja<br />
  6. 6. Background<br />Value Co-Creation is a new approach to create value<br />Co-creation not only describes a trend of jointly creating products. It also describes a movement away from customers buying products and services as transactions, to those purchases being made as part of an experience (1,2). <br />www.Brioneja.com Twitter: @Brioneja<br />
  7. 7. Value is co-created with customers when a customer is able to personalize his/her experience using a firm’s product-service proposition to a level that is best suited to get his/her job(s) or tasks done (3).<br />www.Brioneja.com Twitter: @Brioneja<br />
  8. 8. www.Brioneja.com Twitter: @Brioneja<br />Value and Innovation<br /><ul><li>Innovation exists at the intersection of invention and value
  9. 9. If your new product/invention/service does not offer value, it is just new - not innovative.</li></li></ul><li>Innovation<br />“Big new ideas more often result from recycling and combining old ideas than from eureka moments" from @stevenbjohnson<br />www.Brioneja.com Twitter: @Brioneja<br />
  10. 10. Definition of Value<br />Value is <br /><ul><li>A measure of the magnitude of how much an unmet need is met</li></ul>Desirability<br />Functionality<br />Innovation is not a measure of the change you make. It is a measure of the need you address<br />Maslow's hierarchy of needs<br /><ul><li>Physiological
  11. 11. Safety
  12. 12. Love and Belonging
  13. 13. Esteem
  14. 14. Self-actualization
  15. 15. Self-trascendence</li></ul>www.Brioneja.com Twitter: @Brioneja<br />
  16. 16. www.Brioneja.com Twitter: @Brioneja<br />Pricing of a New Product<br /><ul><li>There are multiple ways to approach pricing for a new product
  17. 17. Cost-plus
  18. 18. Competition-driven pricing.
  19. 19. Customer-driven pricing
  20. 20. Minimum Return on Investment (ROI)
  21. 21. Cost in use analysis
  22. 22. Value in use analysis
  23. 23. We must move away from cost-based pricing to value-based pricing</li></li></ul><li>www.Brioneja.com Twitter: @Brioneja<br />How Do We Capture Value?<br />Value is captured through <br />Pricing<br />Market share<br />Brand awareness<br />In order to capture value, we must first be able to measure value<br />
  24. 24. www.Brioneja.com Twitter: @Brioneja<br />The Concept of “Hard” vs. “Soft” Value in Use<br />Hard or objective value in use is value which can be readily quantified by the customer: “cash out the door”<br />Raw material savings<br />Energy savings<br />Reduction in spare parts cost<br />Product Features<br />Soft or subjective value in use are benefits that, while real, can not be quickly quantified or monetized immediately by the customer.<br />Improved safety<br />Improved quality<br />Environmental/Green benefits<br />Ease of use<br />User Experience (UX)<br />
  25. 25. www.Brioneja.com Twitter: @Brioneja<br />C. Christensen’s Disruptive Innovation Models<br />Twitter: @Brioneja www.Brioneja.com <br />
  26. 26. The Spiro-Level™ 3-D Approach to Innovation<br />Resources<br />Launch<br />Quadrant IV<br />Quadrant I<br />Roadmap/Timeline<br />Idea <br />Generation<br />Level<br />3<br />Risk Analysis<br />VOC<br />2<br />Customer <br />Testing<br />1<br />Time<br />Time<br />Technology <br />Assessment<br />Supply Chain<br />Analysis<br />Business<br />Case<br />Value in Use<br />Analysis<br />Regulatory<br />IP Strategy<br />Prototype<br />Development<br />Quadrant II<br />Quadrant III<br />Resources<br />www.Brioneja.com Twitter: @Brioneja<br />
  27. 27. www.Brioneja.com Twitter: @Brioneja<br />Relationship Between Spiro-Level and Project Type<br />
  28. 28. www.Brioneja.com Twitter: @Brioneja<br />Relationship Between Spiro-Level and Value Creation<br />www.Brioneja.com Twitter: @Brioneja<br />
  29. 29. www.Brioneja.com Twitter: @Brioneja<br />Tools for Product Attribute Value Analysis<br />Level 1<br /><ul><li>Market Perceived Quality Profile</li></ul>Level 2<br /><ul><li>Kano Analysis</li></ul>Level 3<br /><ul><li>Conjoint Analysis</li></ul>18<br />
  30. 30. Value Co-Creation Case Study<br />iPad Apps for Augmentative and Alternative Communication <br />www.Brioneja.com Twitter: @Brioneja<br />
  31. 31. Augmented & Alternative Communication<br />Augmentative and Alternative Communication (AAC) refers to methods and devices that supplement or replace speech and writing when these are temporarily or permanently impaired<br />Best known example:<br />Stephen Hawking<br />www.Brioneja.com Twitter: @Brioneja<br />
  32. 32. AAC Technology<br />Until a few years ago AAC communication devices consisted of bulky electronic boards costing over $7 K each<br />www.Brioneja.com Twitter: @Brioneja<br />
  33. 33. Disruption in Action<br />www.Brioneja.com Twitter: @Brioneja<br />
  34. 34. Disruptive Innovation: iPad and AAC<br />iPad apps are being used by special needs children, such as those who have speech impediments as a communication tool<br />New apps give a person the ability to communicate basic needs and interests through the use of pictured images and corresponding audio. <br />www.Brioneja.com Twitter: @Brioneja<br />
  35. 35. AAC Apps Symbols and Graphics<br />www.Brioneja.com Twitter: @Brioneja<br />
  36. 36. Steve Jobs on the iPad and Special Needs<br />"We take no credit for this, and that's not our intention," Mr. Jobs said, adding that the emails he gets from parents resonate with him. <br />“Its use in therapy wasn't something Apple engineers could have foreseen” <br />"Our intention is to say something is going on here," and researchers should "take a look at this.“<br />www.Brioneja.com Twitter: @Brioneja<br />
  37. 37. Analysis of iPad Apps for AAC<br />Proloquo2Go<br />TouchChat<br />Expressive<br />One Voice<br />iComunicate<br />Grace<br />Features vs. Usability (UI/UX)<br />Price vs. Value<br />www.Brioneja.com Twitter: @Brioneja<br />
  38. 38. Features vs. UX/UI<br />Features<br />Images & Symbols<br />Can add more images<br /># of Audio Voices<br />Can Record Voices<br />Create phrases<br />Can add categories<br />Text to speech <br />Quality of audio<br />Automatic conjugations <br />Word prediction<br />In-App expansion<br />UX/UI<br />Usability/Navigation (UI)<br />Customization<br />Communication capability<br />Visual appeal<br />www.Brioneja.com Twitter: @Brioneja<br />
  39. 39. AAC Apps – Features Analysis<br />www.Brioneja.com Twitter: @Brioneja<br />
  40. 40. Customization<br />Customization to the individual’s communication level and needs is critical for usability<br />www.Brioneja.com Twitter: @Brioneja<br />
  41. 41. UX/UI<br />How easy is it to use, navigate?<br />How much knowledge is required about programming or manuals?<br />How simple and intuitive is to setup and customize to the individual’s communication level and needs?<br />What is the level of communication capability that the app can provide?<br />www.Brioneja.com Twitter: @Brioneja<br />
  42. 42. UX/UI Capability Ratings<br />www.Brioneja.com Twitter: @Brioneja<br />
  43. 43. Pricing/Sales Ranking<br />www.Brioneja.com Twitter: @Brioneja<br />
  44. 44. Features vs. UX/UI<br />www.Brioneja.com Twitter: @Brioneja<br />Features/<br />Capability<br />TouchChat<br />Proloquo2Go<br />Area of Opportunity<br />Expressive<br />OneVoice<br />iCommunicate<br />Grace<br />UX/UI<br />
  45. 45. Co-Creation Project<br />Hewlett-Packard’s “Hacking Autism”<br />Volunteer group of software developers teaming up with leading autism specialists to develop groundbreaking, touch-enabled applications for the autism community<br />http://hackingautism.org/<br />www.Brioneja.com Twitter: @Brioneja<br />
  46. 46. Summary<br />www.Brioneja.com Twitter: @Brioneja<br />Value Co-Creation offers the best opportunities to disruptive innovations<br />Value Co-Creation is more than joint development, it is the ability of a customer to create or customize his/her own experience using your product/service offering<br />The iPad has become a very powerful Co-creation tool that triangulates manufacturer, developer and end-user<br />
  47. 47. Acknowledgements<br />Thanks to Smarty Ears, LLC for allowing me to be part of this exciting new field of product development<br />www.smartyearsapps.com<br />www.Brioneja.com Twitter: @Brioneja<br />
  48. 48. Contact Information<br />Brioneja@SpyroTek.com<br />www.Brioneja.com<br />Twitter: @Brioneja<br />www.Brioneja.com Twitter: @Brioneja<br />
  49. 49. References<br /> C K Prahalad and VenkatRamaswamy2000 Harvard Business Review article, “Co-Opting Customer Competence”.<br />C K Prahalad and VenkatRamaswamyHarvard Business School Press, The Future of Competition<br />WimRampen, The future of marketing - understanding value co-creation. http://wimrampen.com/2009/08/07/my-personal-definition-of-business-with-customer-value-co-creation/<br />The Entrepreneurial Mindset, 2000, <br />Innovation Killers, 2008, Harvard Business Review <br />www.Brioneja.com Twitter: @Brioneja<br />
  50. 50. TouchChat is a registered trademark of Silver Kite<br />Proloquo2Go is a registered trademark of AssistiveWare<br />Expressive is a registered trademark of Smarty Ears, LLC<br />OneVoice is a registered trademark of Acapela Group <br />iCommunicate is a registered trademark of Grembe, Inc.<br />Grace is a registered trademark of Shining Glow<br />Dilbert is a registered trademark of Scott Adams, Inc.<br />iPad is a registered trademark of Apple, Inc.<br />www.Brioneja.com Twitter: @Brioneja<br />

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