39works: Pursuing Innovations in a Big Company

© 2016 NTT DOCOMO, INC. All rights reserved.

Mick Etoh

@mickbean, 10/4/2016

NTT DOCOMO1

39works: Pursuing Innovations in a Big Company


Why Double-Deck Structure?

2

Empathysmart risk taking

Seeing the big picture.Hunger to achieve.

Entrepreneurs 0->1

MAXIMIZES STAFF UTILIZATION PURSUES THE FINANCIAL PERFORMANCE

Managers Elite 100->110

© 2016 NTT DOCOMO, INC. All rights reserved.3

1st deck

2nd deck

Enterprise must have a double-deck structure.


Innovation Imperatives in a Large Co.1. Leverage the Corporate Assets: Human Resource, Delivery Channel, IPR, Big Data Platform, Brand, etc. 2. Embody the Corporate Vision. 3. Remove a small innovative team from the

politics, policies, procedures and processes a large company had built to support execution of its core business.

4. Get a full commitment from CEO. 5. Take Regulatory Risks.


https://steveblank.com/2014/11/11/why-corporate-skunkworks-need-to-die/

Lockheed Skunk Works® led by Kelly Johnson was responsible for its Advanced Development Projects – everything from the P-80, the first U.S. jet fighter plane, to the U-2 and A-12 spy planes.

Skunk Works


What “Skunk Works” should look like in 21st Century, Software Era?


• Want to increase innovation?

• Lower the cost of failure.


AWS Re:Invent 20148

Keywords • Institution No vs. Individual Yes. • Speed • Make organization “nimble” • Experimental test w/ lowering the cost


Launch a mixed small team of Entrepreneur and Intrapreneur.

+ Establish an open innovation environment with

external resources. +

Utilize the parent company asset.


Hustler Hacker Designer

10

Innovator Trinity

I

Importance of Team Building

11© 2016 NTT DOCOMO, INC. All rights reserved.

• Most of predetermined plan may fail. Thus, nimble and well-focused team building must come first.

• The team must identify ROLES which make team well-focused and nimble.

• Big managers must trust the team, encourage them, and delicate the power to them. DON’T be a control freak.

Being a member

12© 2016 NTT DOCOMO, INC. All rights reserved.

• You must know your role with a written text. • You must have love for the business domain, the team,

and the product. • You must have a desire for perfection. • You must be a customer of your product. • You may not outsource your technical work. • You must speak out to founders when they loose focus. • You do love your role.

© 2016 NTT DOCOMO, INC. All Rights Reserved.

Learn

Data

Nimble Investment Decision

Flexible Budget Raise

Advisors

Voice of Customers

build

Product

Idea

measure

13

Lean Startup Model

Agile Development


Communication Agents B2B Microservices Platform

Public infrastructure.

People/traffic flow, city censor data

optimum deployment, detection/prediction

local government, industry collaboration

Facility operation Regional public transportation

Public safety/security Disaster prevention

New transportation system

Drone control Full-auto-transportation

(self-drive/navigation/parking) City planning

Sensor data Images, video, numeric

Data

Hardware and software Network

Sensor

Image/video recognition, prediction

Machine learning

Customer information. History and favorite

CRM

Sharing Matching

Optimal design

Multimodal Processing and analysis

Statistical analysis

Cloud, HPC API

Computing

AI professional AI system design Consulting　

Human resources

Cleansing Structured anonymous

Data accumulation

Business Model Multi-domain Alliance

Business collaboration

Information Management

Credibility assurance

Security

Dialogue, recommendation translation

Communication

vehicle operation, traffic flow data

Traffic control/management

local government, industry collaboration

Social AI platform

Our Asset: Social AI platform and its Assets


AgricultureMedical Care

Parking Platform Next-Gem. TransportationSmart City

Drone Control System

Digital Marketing

IoT Hardware Manufacturing

39 Meister

Communication for Elder-Care

15

39Works Products

Coming Soon

© 2016 NTT DOCOMO, INC. All rights reserved.16https://youtu.be/g-VghIDAHBg

© 2016 NTT DOCOMO, INC. All Rights Reserved.

Iwaya

Manifacturing

docomoMarketing Product

Bitech Electronics

Production Management

Moore Doll

IoT Engineering

17

© 2016 NTT DOCOMO, INC. All rights reserved.18https://youtu.be/n_t14Nb1qfk

© 2016 NTT DOCOMO, INC. All Rights Reserved. 19

Smart Parking System

＝

© 2016 NTT DOCOMO, INC. All Rights Reserved. 20

Small Team of 10 from DOCOMO, xtone, Yukai Engineering


Way Forward


Innovation Engine of Bay Area

Talent

Market VC Ecosystem


Innovation Engine of ChinaManufacturing

Market Production Ecosystem

suggested by H.Tamura@Re:Public


Shenzhen Tianjinsuggested by H.Tamura@Re:Public


Innovation Engine of the Nordic Countries

Society

Citizen Experimentssuggested by H.Tamura@Re:Public

© 2016 NTT DOCOMO, INC. All rights reserved.26credit to H.Tamura@Re:Public

IKEA@Denmark


A Possible Innovation Engine of Tokyo

Partnership without M&A

Steady Business Model

Engineering


28

M&AIPO & Partnership

Tokyo Stock Exchange:the Mothers (Market of the high-growth and emerging stocks) section for high-growth startup companies.　See also JASDAQ.

Market Capitalization > $10 Milion

average: $26.5M


Large Company = Planning Conscious Startup = Planning＆Fulfillment

Cloud Native & Design Thinking 1. BizDevOps with Hands-on Development 2. Asset Embodiment with APIs 3. Team Building with Full-Stack Engineers

My Persistent Ideas