R&D at ELEKS focuses on developing expertise through internal projects rather than developing products, with the main goals being innovation and acting as a marketing tool. Three case studies are described: ADEL, an automatic differentiation library that was too niche; GGE, an interactive video that was innovative but not feasible; and a Tesla smartwatch app that was innovative but not realized. The document advocates letting geeks propose ideas but validating them against the market, keeping clients and goals in mind, and not fearing failure through experimentation.

1. www.eleks.comwww.eleks.com
Marketing by Nerds
How [ELEKS’] R&D actually works

2. About me
Software Engineer and Technical Lead, 2007-2011
Head of R&D, 2011-2014
Head of Products & Services, 2014-Now
Twitter: @victor_haydin
Linkedin: linkedin.com/in/victorhaydin

3. Definition
R&D as a Service (PDS 2.0)
R&D as an Education
R&D as a Marketing Tool
R&D as a Motivation Tool
R&D as an Organizational Improvement Tool
R&D as [Write your own]

4. Wiki
R&D is a general term for activities related to
innovation. R&D activities differ from company
to company, but it is either new product
development or activities that facilitate future
product development. R&D is not often
intended to yield immediate profit, and
generally carries greater risk and an uncertain
return on investment.

6. R&D at ELEKS
Internal process, not a product
Main goal is expertise development with focus
on innovation
Part of product marketing

7. Case #1: ADEL

8. ADEL
Goal: S&M tool for quantitative financial
analytics market.
Part of High-Performance Computing R&D
Initiative
Open-source template-based automatic
differentiation library for C++/CUDA

9. ADEL: the Good, the Bad, the Ugly
Innovative, sophisticated and unique
Too niche, not eye-catching and not really
usable in practice
You have to be PhD in math to understand what
it is all about

10. ADEL: Outcomes
Innovation and technology is only a part of the
success formula.

11. Case #2

12. GGE (glass.eleks.com)
Goal: innovative eye-catching experiment for
consumer-oriented brands and geeks
Joint project of Digital and Mobility&Wearables
solution teams
Interactive video and web-site which give user
feeling of new digitally-enabled experience for
real-life sport activities

13. GGE: the Good, the Bad, the Ugly
Innovative, eye-catching and award-winning
Synthetic, not really feasible in practice and
more about digital marketing than technology
Cool but have to be explained

14. GGE: Outcomes
Innovation, technology, eye-catchiness and
wow-effect are in place. Lots of attention and
awards. Works great as sales tool. Something is
still missed.

15. Case #3
Tesla + Smartwatches

16. Tesla + Smartwatch
Goal: innovative eye-catching mini-product for
hot and trendy technology and buzzy brand
Part of Mobility&Wearables solution program
Apps for Apple Watch and Android Wear that
allow you to control your Tesla Model S
remotely

17. Tesla: the Good, the Bad, the Ugly
Innovative, eye-catching, tangible and desired
by market
Not available in appstores. Yet :)
Tesla has nothing to do with it...

18. Tesla: Outcomes
Innovation, technology, eye-catchiness and
wow-effect are in place. Market and media
wanted it. Lots of attention. Works as S&M tool.
Still not perfect :)

19. Summary
Let your geeks propose ideas, but validate them
against the market
Keep your client and goals in mind
Don’t be afraid to experiment and fail

20. www.eleks.com
Great Things
Start Here
@victor_haydin