1. Symbian 2015 Building an Innovation Strategy to Win the Smart Phone Market Geoffrey Moore Symbian Exchange & Exposition October, 2009

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 *

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

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

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

25. Thank You [email_address] Dealing with Darwin © 2009, TCG Advisors LLC November 13, 2009