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Wiennoteisot 1


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Wiennoteisot 1

  1. 1. Map of Customer Needs Marja-Liisa Viherä and Leena Viukari TeliaSonera Finland
  2. 2. Lack of Common Sense <ul><li>People use the same words but mean different things when talking about ICT </li></ul><ul><li>Very little attention has been focussed on analysing the users’ motivation </li></ul><ul><li>The developers and users of technology do not have a common dialogue </li></ul><ul><li>Too many good opportunities are missed . </li></ul>eChallenges e-2004
  3. 3. The Comprehensive Outlining <ul><li>To analyse the areas of ICT utilisation from the perspective of need </li></ul><ul><li>Looking from the perspective of the customer of telecommunication company </li></ul><ul><li>A more detailed in-depth survey of needs will help us improve both product development and marketing </li></ul>
  4. 5. Future Research approach, Soft System Analysis <ul><li>Social change in Technical innovations always require a social innovation </li></ul><ul><li>Simultaneity makes it difficult to differentiate between causes and consequences </li></ul><ul><li>Processes catalysed by ICT occur simultaneously in different fields </li></ul><ul><li>Hermeneutic approach based on research, experience and practical experimentation </li></ul>
  5. 6. A chart of ICT-related needs 1/2
  6. 7. A chart of ICT-related needs 2/2
  7. 8. Requirements for ICT utilisation 1/2
  8. 9. Requirements for ICT utilisation 2/2
  9. 10. Empowered Active Citizen <ul><li>More sociological imagination </li></ul><ul><li>Co-operation between private and public sectors </li></ul><ul><li>Deeper orientation in need research </li></ul><ul><li>New generic products </li></ul><ul><li>New generic telecommunication services </li></ul><ul><li>More social innovations with old technology </li></ul><ul><li>New professions </li></ul>
  10. 11. Slide 12