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Avatar-Based Innovation and the Ideation Quest


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Presentation held at the International Product Development Management Conference in July 2008.

Published in: Business, Technology
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Avatar-Based Innovation and the Ideation Quest

  1. 1. Avatar-Based Innovation Using Virtual Worlds for Real World Innovation Thomas Kohler, Kurt Matzler, Johann Füller University of Innsbruck :: Department of Strategic Management, Marketing and Tourism
  2. 2. Armed with new connective tools, consumers want to interact and co-create value... Prahalad and Ramaswamy, 2003 „ “
  3. 3. <ul><li>Background and </li></ul><ul><li>Opportunities </li></ul>1 2 3 4
  4. 4. Virtual Worlds Computer-generated physical space Represented graphically in three dimensions Experienced by many people at once
  5. 5. <ul><li>Avatar </li></ul><ul><li>Virtual representation </li></ul><ul><li>Appearance </li></ul><ul><li>- Looks </li></ul><ul><li>Clothing </li></ul><ul><li>Accessoires </li></ul>
  6. 6. Virtual Worlds Open Innovation Avatar-Based Innovation = +
  7. 7. Opportunities Avatar Based Innovation <ul><li>Integrating Open Innovation </li></ul><ul><li>Real-time </li></ul><ul><li>Media Richness </li></ul><ul><li>Interactive collaboration </li></ul><ul><li>Virtual Worlds </li></ul><ul><li>User-Generated Content </li></ul><ul><li>Native creativity </li></ul><ul><li>Playful environment </li></ul><ul><li>Freedom to experiment </li></ul>
  8. 8. Dissolving Boundaries “ They could use their virtual-world sensibility to design products with real-world potential (Hemp, 2006) „
  9. 9. <ul><li>Cases and their Challenge </li></ul>1 2 3 4
  10. 10. Need identification and idea generation Concept and design Test and launch Alcatel-Lucent Innovation Competiton
  11. 11. Steelcase Chair Designs Need identification and idea generation Concept and design Test and launch
  12. 12. Need identification and idea generation Concept and design Test and launch Aloft Testing the Virtual Hotel
  13. 13. The Challenge < Participation
  14. 14. <ul><li>Research Question and Research Design </li></ul>1 2 3 4
  16. 16. COMP CO-CRE EXPER ELLING ATION IENCE Virtual Worlds Open Innovation
  17. 17. Research Design context process users Expert Interviews Compelling co-creation process Participant Interviews and Observation Compelling co-creation in virtual worlds Focus Groups Compelling virtual world place
  18. 18. Participant Interviews - Practical Project <ul><li>Idea Submission box vs. Compelling Co-Innovation Process </li></ul>
  19. 19. Ideation Quest
  20. 20. Sustainable living in 2020 The future motor biking experience
  21. 21. <ul><li>Preliminary Results and Conclusion </li></ul>1 2 3 4
  22. 22. <ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul><li>Community </li></ul>
  23. 23. <ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul><li>Community </li></ul>
  24. 24. <ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul><li>Community </li></ul>
  25. 25. Challenge Desirability Interactivity Usability Community
  26. 26. <ul><li>Challenge </li></ul><ul><li>Desirability </li></ul><ul><li>Interactivity </li></ul><ul><li>Usability </li></ul><ul><li>Community </li></ul>
  27. 27. Conclusion <ul><li>New approach to interactive new product development </li></ul><ul><li>Necessity of creating a compelling experience </li></ul><ul><li>High level of interactivity and usability </li></ul><ul><li>Capitalizing on media richness and playfulness </li></ul>
  28. 28. Discussion