Geoff Moore at SEE

Ted Shelton
Ted SheltonCEO at Open-First
Symbian 2015 Building an Innovation Strategy to Win the Smart Phone Market Geoffrey Moore Symbian Exchange & Exposition October, 2009
Agenda ,[object Object],[object Object],[object Object],[object Object],Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009
Why have an innovation strategy? Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Most innovation is wasted
How Innovation  Doesn’t Matter Remember Your Vector Math Class! Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 = 0 Bubble-up Innovation When organizations innovate “bottoms up,” competitive separation is small, and differentiation is not sustainable: Lots of activity, not much to show for it.
Innovating for Differentiation Focus on Competitive Separation Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 YOU * Gain bargaining power by getting separation from your  competitive set * Competitive Set Failure to separate equates to lack of ability to influence the market CORE Amplify a specific vector of innovation Competitor 2 * Competitor 1 * Competitor 3 *
Return on Innovation Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 ,[object Object],[object Object],[object Object],[object Object],PRODUCTIVITY CORE CONTEXT Failed Attempts Waste Differentiation Neutralization Optimization
Questions to Ask Apply These to Every Initiative You Sponsor ,[object Object],[object Object],[object Object],Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009
The key to a winning  innovation strategy Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Declare your core and rally around it
Building an Innovation Strategy Value Disciplines as Innovation Zones Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Which zone is your sweet spot?
Vectors of Innovation Targeting Your Sweet Spot Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Solution Innovation Platform Innovation Product Innovation Disruptive Innovation Design Innovation Experiential Innovation Marketing Innovation Line Extension Innovation Integration Innovation Business Model Innovation Process Innovation Value Engineering Innovation Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Dell Microsoft HP SAP Facebook Google Salesforce.com Genentech Autodesk IDEO TSMC Apple
Creating Definitive Separation How Great Companies Outperform Their Categories ,[object Object],[object Object],[object Object],[object Object],Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009
Questions to Ask ,[object Object],[object Object],[object Object],Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009
The impact of category maturity on innovation strategy Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Different types of innovation  succeed at different times
Technology Adoption Life Cycle Presentation Title © 2003, TCG Advisors LLC November 13, 2009 Pragmatists create the dynamics of high-tech market development. Innovators Early Adopters Early Majority Late Majority Laggards Techies: Try it! Pragmatists: Stick with the herd! Conservatives: Hold on! Skeptics: No way! Visionaries: Get ahead of the herd!
High-Tech Market Development Model Presentation Title © 2003, TCG Advisors LLC November 13, 2009 Chasm Total Assimilation Tornado Bowling Alley Main Street Early Market
Category Maturity Life Cycle Time Revenue Growth Technology Adoption Life Cycle A © 2008, TCG Advisors LLC November 13, 2009 Indefinitely elastic middle End of  Life Fault Line! E Declining  Market D Mature  Market C Growth Market B
Life-Cycle Marketing Strategy Buying Focus Evolves as a Percentage of Overall Mix Performance Buyers Relationship Buyers Value Buyers Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009
Building an Innovation Strategy Value Disciplines as Innovation Zones Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Just to reconfirm, which zone is your sweet spot? Performance Buyers Relationship Buyers Value Buyers
Questions to Ask Apply These to Every Category You Compete In ,[object Object],[object Object],[object Object],[object Object],Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009
What Symbian should do Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 An outsider’s view
Prioritizing Vectors of Innovation Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Too niche  focused Too niche  focused Too  company  specific Too  company  specific Too  company  specific Too  company  specific Ditto Process Innovation Toyota Platform Innovation Microsoft Line Extension Innovation Mattel Integration Innovation SAP Experiential Innovation Starbucks Product Innovation Apple Business Model Innovation Salesforce.com Disruptive Innovation Genentech Solution Innovation RIM Design Innovation IDEO Marketing Innovation P&G Value Engineering Innovation Southwest
Symbian Innovation Strategy for Mature Markets Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Process Innovation Toyota Platform Innovation Microsoft Integration Innovation SAP Business Model Innovation Salesforce.com Value Engineering Innovation Southwest Refresh and extend your reach at the low end of the market  as feature phones evolve to smart devices
Symbian Innovation Strategy for Growth Markets Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Platform Innovation Business Model Innovation Use Neutralization Innovation to catch up and eventually overtake existing market leaders Exploit Business Model Innovation to differentiate from existing market makers
Final Thoughts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009
Thank You [email_address] Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009
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Geoff Moore at SEE

  • 1. Symbian 2015 Building an Innovation Strategy to Win the Smart Phone Market Geoffrey Moore Symbian Exchange & Exposition October, 2009
  • 2.
  • 3. Why have an innovation strategy? Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Most innovation is wasted
  • 4. How Innovation Doesn’t Matter Remember Your Vector Math Class! Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 = 0 Bubble-up Innovation When organizations innovate “bottoms up,” competitive separation is small, and differentiation is not sustainable: Lots of activity, not much to show for it.
  • 5. Innovating for Differentiation Focus on Competitive Separation Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 YOU * Gain bargaining power by getting separation from your competitive set * Competitive Set Failure to separate equates to lack of ability to influence the market CORE Amplify a specific vector of innovation Competitor 2 * Competitor 1 * Competitor 3 *
  • 6.
  • 7.
  • 8. The key to a winning innovation strategy Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Declare your core and rally around it
  • 9. Building an Innovation Strategy Value Disciplines as Innovation Zones Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Which zone is your sweet spot?
  • 10. Vectors of Innovation Targeting Your Sweet Spot Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Solution Innovation Platform Innovation Product Innovation Disruptive Innovation Design Innovation Experiential Innovation Marketing Innovation Line Extension Innovation Integration Innovation Business Model Innovation Process Innovation Value Engineering Innovation Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Dell Microsoft HP SAP Facebook Google Salesforce.com Genentech Autodesk IDEO TSMC Apple
  • 11.
  • 12.
  • 13. The impact of category maturity on innovation strategy Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Different types of innovation succeed at different times
  • 14. Technology Adoption Life Cycle Presentation Title © 2003, TCG Advisors LLC November 13, 2009 Pragmatists create the dynamics of high-tech market development. Innovators Early Adopters Early Majority Late Majority Laggards Techies: Try it! Pragmatists: Stick with the herd! Conservatives: Hold on! Skeptics: No way! Visionaries: Get ahead of the herd!
  • 15. High-Tech Market Development Model Presentation Title © 2003, TCG Advisors LLC November 13, 2009 Chasm Total Assimilation Tornado Bowling Alley Main Street Early Market
  • 16. Category Maturity Life Cycle Time Revenue Growth Technology Adoption Life Cycle A © 2008, TCG Advisors LLC November 13, 2009 Indefinitely elastic middle End of Life Fault Line! E Declining Market D Mature Market C Growth Market B
  • 17. Life-Cycle Marketing Strategy Buying Focus Evolves as a Percentage of Overall Mix Performance Buyers Relationship Buyers Value Buyers Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009
  • 18. Building an Innovation Strategy Value Disciplines as Innovation Zones Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Just to reconfirm, which zone is your sweet spot? Performance Buyers Relationship Buyers Value Buyers
  • 19.
  • 20. What Symbian should do Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 An outsider’s view
  • 21. Prioritizing Vectors of Innovation Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Too niche focused Too niche focused Too company specific Too company specific Too company specific Too company specific Ditto Process Innovation Toyota Platform Innovation Microsoft Line Extension Innovation Mattel Integration Innovation SAP Experiential Innovation Starbucks Product Innovation Apple Business Model Innovation Salesforce.com Disruptive Innovation Genentech Solution Innovation RIM Design Innovation IDEO Marketing Innovation P&G Value Engineering Innovation Southwest
  • 22. Symbian Innovation Strategy for Mature Markets Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Process Innovation Toyota Platform Innovation Microsoft Integration Innovation SAP Business Model Innovation Salesforce.com Value Engineering Innovation Southwest Refresh and extend your reach at the low end of the market as feature phones evolve to smart devices
  • 23. Symbian Innovation Strategy for Growth Markets Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009 Product Leadership Zone Operational Excellence Zone Customer Intimacy Zone Platform Innovation Business Model Innovation Use Neutralization Innovation to catch up and eventually overtake existing market leaders Exploit Business Model Innovation to differentiate from existing market makers
  • 24.
  • 25. Thank You [email_address] Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009