This is a presentation that I recently gave at Collective Intelligence in Sydney, Australia. The focus of the presentation is on focusing on your customer base as a primary means of innovation. Ideas covered include democratised innovation, systems thinking, service design, and design thinking. Some mobile and web examples are used as to describe varying levels of engaging your customer base in customer-to-customer communication, and how this emerges new product opportunities. I have not included the detailed notes. If you are interested, please contact me.

1. COLLECTIVE
DR. ROD FARMER
Senior Manager
Experience Strategy
Vodafone Hutchison Australia
INTELLIGENCE
USER-LED MOBILE INNOVATION
Sunday, 4 October 2009

2. linkedin.com/in/rodfarmer @rodfarmer rfarmer@hutchison.com.au
TM
ABOUT ME
Sunday, 4 October 2009

3. LARGEST .AU
MOBILE TELCO
Sunday, 4 October 2009

4. Sunday, 4 October 2009

5. EXPERIENCE STRATEGY
ONLINE. INTRANET. EXTRANET. MOBILE.
INNOVATION. DEVICES. EMERGING TECH.
Innovation. User Experience. Creative Services, Editorial. Publishing.
Sunday, 4 October 2009

6. 6.3 MILLION
VHA
Sunday, 4 October 2009

7. 4.6 BILLION
2010
Sunday, 4 October 2009

8. 70% 2011
SMARTPHONE
Sunday, 4 October 2009

9. 3% IPHONE
34% MOBILE DATA
Sunday, 4 October 2009

10. MOBILE DIRECTIONS
USER LED INNOVATION
EXPERIENCE STRATEGIES
Sunday, 4 October 2009

11. EXPERIENCE STRATEGIES
USER LED INNOVATION
MOBILE DIRECTIONS
Sunday, 4 October 2009

12. FULL DISCLOSURE: WHAT I PREACH
SERVICE DESIGN
DESIGN FOR EXPERIENCES THAT REACH MANY PEOPLE THROUGH
MANY DIFFERENT TOUCHPOINTS, AND THAT HAPPEN OVER TIME
Sunday, 4 October 2009

13. SERVICE DESIGN
Sunday, 4 October 2009

14. SERVICE DESIGN
TOUCHPOINTS (FORMERLY CONVERGENCE)
SYSTEMS THINKING (BEYOND SILOS)
CUSTOMER DRIVEN
CO-CREATION
Sunday, 4 October 2009

15. Sunday, 4 October 2009

16. Sunday, 4 October 2009

17. WHAT IS
THIS?
Sunday, 4 October 2009

18. AND THIS?
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19. Sunday, 4 October 2009

20. DESIGN INNOVATION
THROUGH INSPIRED
THINKING DESIGN
Sunday, 4 October 2009

21. DESIGN
THINKING
CREATIVE OVER ANALYTICAL THINKING
EMPATHY BEYOND THE INDIVIDUAL
HUMAN-CENTRED APPROACH
COLLABORATION
Sunday, 4 October 2009

22. Sunday, 4 October 2009

23. Sunday, 4 October 2009

24. HOW DOES THIS
RELATE TO
COLLECTIVE
INTELLIGENCE?
Sunday, 4 October 2009

25. HOW DOES THIS
RELATE TO
COLLECTIVE
INTELLIGENCE?
FROM PRODUCTS TO PEOPLE
Sunday, 4 October 2009

26. col⋅lec⋅tive
Of, or relating to, charactestic of, or made
by a number of people acting as a group
Sunday, 4 October 2009

27. in⋅tel⋅li⋅gence
The ability to acquire and apply knowledge,
particularly towards a purposeful goal
Sunday, 4 October 2009

28. COLLECTIVE
INTELLIGENCE
The emergence of learning and new
information through the process of con ict,
cognition, coordination and cooperation
Sunday, 4 October 2009

29. SOCIO-TECHNICAL
ENVIRONMENTS
COMPLEX
RELATIONSHIPS
SYSTEMS
ORIENTED
ADAPTATIVE
BEHAVIOUR
Sunday, 4 October 2009

30. SYSTEMS COMPLEXITY
NON-REDUCTIONIST. POSSESS MEMORY. NON-
LINEAR. CHAOTIC RELATIONSHIPS. GOAL-ORIENTED.
NON-DETERMINISTIC. CONTEXT SENSITIVE.
Sunday, 4 October 2009

31. AUTOPOESIS LIVING NETWORKS
THROUGH INTERACTION AND TRANSFORMATION
CONTINUALLY REPRODUCE PROCESSES AND ENTITIES
Sunday, 4 October 2009

32. CUSTOMER BASE
SEE YOUR CUSTOMER
EVOLUTION
AS A LIVING NETWORK
Sunday, 4 October 2009

33. COMMUNITIES RE-FORM AND EVOLVE
INNOVATION IS IN THE WILD
?
BELIEFS, DESIRES, INTENTIONS CHANGE
Sunday, 4 October 2009

34. OUR USERS ARE BECOMING PROSUMERS
OF CONTENT AND SERVICES
Sunday, 4 October 2009

35. S - E - R
SEED EVOLVE/EMERGE RE-SEED
Sunday, 4 October 2009

36. DEMOCRATISED INNOVATION
USER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
Sunday, 4 October 2009

37. DEMOCRATISED INNOVATION
USER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
MANUFACTURING USER-LED
 Hedged bets on innovators • Convergence Culture
 Poor utilisation of resources, time • Community-Driven
and money • Open Systems
 Increased product development • Encourages Prosumerism
 Alienation and increased costs • Emphasises Self-Expression
Sunday, 4 October 2009

38. DEMOCRATISED INNOVATION
USER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
Sunday, 4 October 2009

39. DEMOCRATISED INNOVATION
USER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
PARTICIPATE, CONTRIBUTE, SHAPE THE ENVIRONMENT
Sunday, 4 October 2009

40. DEMOCRATISED INNOVATION
USER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
PARTICIPATE, CONTRIBUTE, SHAPE THE ENVIRONMENT
MEMBERS OF COLLECTIVE WHOLE, NOT CONSUMERS OF COMMODITIES
Sunday, 4 October 2009

41. DEMOCRATISED INNOVATION
USER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
PARTICIPATE, CONTRIBUTE, SHAPE THE ENVIRONMENT
MEMBERS OF COLLECTIVE WHOLE, NOT CONSUMERS OF COMMODITIES
ENCOURAGE PROSUMERISM OVER PASSIVE CONSUMPTION
Sunday, 4 October 2009

42. DEMOCRATISED INNOVATION
USER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
PARTICIPATE, CONTRIBUTE, SHAPE THE ENVIRONMENT
MEMBERS OF COLLECTIVE WHOLE, NOT CONSUMERS OF COMMODITIES
ENCOURAGE PROSUMERISM OVER PASSIVE CONSUMPTION
SELF-EXPRESSION USED TO PROMOTE IMMERSION AND ENGAGEMENT
Sunday, 4 October 2009

43. communication
fostering customer-to-customer innovation
Sunday, 4 October 2009

44. SYNCHRONOUS
ASYNCHRONOUS
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45. EXAMPLES
WEB
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46. Sunday, 4 October 2009

47. Sunday, 4 October 2009

48. Sunday, 4 October 2009

49. EXAMPLES
MOBILE
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50. 1-to-N
communication
(passive synchrous)
Sunday, 4 October 2009

51. 1-to-N
communication
(active synchronous)
Sunday, 4 October 2009

52. N-to-N
communication
(active asynchronous)
Sunday, 4 October 2009

53. N-to-N
communication
(passive asynchronous)
Sunday, 4 October 2009

54. Back AUS v IND
Cricket LIVE Share
AUS v NZ AUS v IND - 1st Test
349 245 d. 1st Inn SCG - Sydney, Aug 24 - Aug 27
3/349 (36 Ov) 318 2nd Inn
NZ lead by 296 runs
Last wicket: Healey (52), bowled Williams
Match Starts Web 16 Sep 9:00 AM EST
Recent overs . 1 . 2 . . | . . 1 1 . 4 | . . . . . . | 3 1 W
Watch TV! Highlights Scorecard
Notify Me 1 day
AUS (2nd Inn) - 3/493 36.1 Ov
Batting
Facebook 4s
R B 6s SR
Striker Tell friends
40 98 3 1 38.25
Ponting, R.B
Non Striker Twitter
40 98 3 1 38.25
Katich, I.J
Bowling (NZ)
Current Bowler Email 0/41 (7.4)
Broad, J.M
Previous Bowler
0/41 (7.4)
Broad, J.M
Cancel
Cricket TV Matches News Videos More
Sunday, 4 October 2009

55. SOCIAL MOBILE
EVOLUTION
CROWDSOURCING THE NEXT INNOVATION
Sunday, 4 October 2009

56. OPEN SYSTEMS
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57. OPEN PLATFORMS
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58. END-USER
DEVELOPMENT
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59. INTEGRATED
LIFESTREAMS
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60. MULTI-TARGETED
EXPERIENCES
Sunday, 4 October 2009

61. SUMMARY
• CROWDSOURCE TO CO-CREATE EXPERIENCES
• MOBILE EXPERIENCES WILL BECOME MORE SOCIAL
• BRING CUSTOMERS INTO YOUR SYSTEMS THINKING
Sunday, 4 October 2009

62. THANK YOU.
Sunday, 4 October 2009