Uploaded byVolker Bilgram
BMW Group Co-Creation Lab
The BMW Group Co-Creation Lab aims to innovate by involving consumers as co-creators through a platform that fosters long-term relationships and collaboration on various projects. The initiative has received positive feedback, with a growing number of registered users and submitted ideas, facilitating deep insights into consumer motivations and preferences. However, challenges remain in effectively managing a large community and exploring new governance and incentive models to maximize the platform's potential.
More Related Content
Similar to BMW Group Co-Creation Lab
BMW Group Co-Creation Lab
- 1. INNOVATE 2010 INNOVATION DETONATION TheBMW Group Co-Creation Lab Managing an Innovation Hub for a Panopticon of Users Dr. Gregor Jawecki (HYVE AG) Volker Bilgram (HYVE AG) Dr. Philipp Wiegandt (BMW Group) Barcelona, November 15th 2010
- 2. http://www.flickr.com/photos/virtualsugar/316200555/sizes/l/ The changing roleof consumers Facilitated by new communication and information technologies consumers become to co-creators of products and services.
- 3. The evolution ofco-creation http://www.flickr.com/photos/virtualsugar/316200555/sizes/l/ STAGE 1 PILOTING Adapted from A. Zynga NineSigma Europe, 2009 STAGE 2 STANDARD- IZATION STAGE 3 INTEGRATION − Usage of synergies between different projects − Towards holistic research programs − Standard tools and methods − Link to strategy − Emerging best practices − Pilot projects − Assessment of value for company − Learning to “be open”
- 5. Co-Creation initiatives alongthe innovation process Netnography “Sustainable energies“ Idea Contest “Tomorrow‘s urban mobility services“ Customer Innovation Lab “Telematics and driver assistance“ Lead User Project “BMW on the internet“ Input for new product development (ideas, concepts…) Creative individuals eager to collaborate Co-Creation initiatives along the innovation process
- 6. Management of differentuser groups Netnography “Sustainable energies“ Idea Contest “Tomorrow‘s urban mobility services“ CI Lab “Telematics and driver assistance“ Lead User “BMW on the internet“ » Different groups of individuals for different innovation tasks. » High efforts for identification and getting in touch with individuals. » Relationships to participants were mostly nourished only during projects.
- 7. Unsolved challenge How touse synergies between single co-creation projects with regard to participants?
- 8. Approach BMW Group Creationof a platform focused on establishing long-lasting ties to different user groups. What it SHOULD be: »A central hub for various projects. »A meeting place for different user groups. »Ongoing and openly accessible. »Focused on end-consumers. What it SHOULD NOT be: »A social media site.
- 9.
- 10. Overview BMW GroupCo-Creation Lab Projects overview User overview
- 11. Recruitment via Facebook,press release and viral marketing » Impressive feedback after launch (e.g. 3.100 Facebook users stated “I like this” within first hours) » To date 1.800 registered users » 1.300 submitted ideas » Average duration on platform 10 minutes (projects not included)
- 12. DIVERSITY 20% <20 yrs.,45% 20 – 30 yrs., 35% 30+ yrs. 27% couples, 25% singles, 17% families 50% major city, 32% small town except…97% male Learning more about the co-creators MOTIVES 98% Attachment to the brand 65% interest in automotive technologies / developments 62% hope for idea realization 60% connect with BMW Group innovation team 41% get in touch with other car enthusiasts QUALIFICATIONS 39% have already built own product solution 9% have applied for patent 84% “my peers often ask me for advice” MOBILITY Average 1,5 cars per participant 54% owners of BMW Group vehicle 16% do not own a car 25% spend 2+ hrs in car / day
- 13. Benefits of theCo-Creation Lab » Information on upcoming projects. » Convenience (e.g. single sign on). » Appreciation as co-creators. » Possibility to suggest own topics. Benefits for co-creators Benefits for BMW Group » Bundling of co-creation expertise. » Enduring relationships with users. » Deep knowledge about co-creators. » Easier sourcing of participants. » External communication and co-creation roadmap. » Positive effects on integrated projects.
- 14. BMW Group InteriorIdea Contest BMW Group Interior Idea Contest http://interior-ideacontest.bmwgroup- cocreationlab.com/ BMW Group Interior Idea Contest http://interior-ideacontest.bmwgroup- cocreationlab.com/
- 15. Overview of participants 1.050members 1.050 members
- 16.
- 17. Summary and outlook »The BMW Group co-creation platform is a promising new instrument to permanently innovate with end-consumers. » Once the platform is growing and relationships are nourished over time its full potential may be reached. » The main challenge is how to manage a community of thousands of consumers. New governance and incentive models may be needed. » The intense consumer-company dialogue can also be used for embedded marketing and branding campaigns.