MarketeerCongres 2008: TNO - Martijn Staal

Co-creation: innovation with your customersMarketeerCongres, 8th of May 2008

Online:

www.tno.nl/ict

Martijn Staal

[email protected]

+31 6 519 162 37

2Co-creation, MarketeerCongres 2008

Co-creation is HOT!

What is the impact of co-creation for marketeers?

“Inhabitants co-create Eindhoven”P2P foundation, 13th December 2007

“Internet users design their own car”Emerce, 10th April 2008

“Citizen journalism site Skoeps stops”De Telegraaf, 5th May 2008

Nokia Morph,Concept Lounge

“Innovative building in Opeinde (Friesland)”Thecrowds.nl, 15th April 2008

“Nokia involves consumers in product development”Emerce, 18th March 2008


The ‘passive consumer’ becomes active; participation becomes the key

Search TagsRanking Links TipsRatingPersonalisation


Interaction:www, email,

IM, blogs

Market pull

Length: hrs, weeks

Input: requests,user input

Promotion: viral, UGC

Open, adhoc, informal,

Interaction: Mass media

Technologypush

Length: months, yrs

Input: reports, focus groups

Promotion: one way

Closed, formal, patents

OUTPUT

Internal External

Resources: ideas, knowledge, patents, products/services

INPUT

Resources: knowledge, money,…..

Internal External

Ideaselection & Analysis

Concept & testing

Market intro-duction

Before.. After..

Implemen-tation

End user participation can increase the success of the innovations

Evalu-ation


Co-creation during Ideageneration & selection

Innocentive

Cambrian House


Co-creation during concept & testing: gain insight into what (future) customers really want (Second life)

230+ employees6 islands$10M investments


Co-creation during implementation: users finish the product how they want it (Nike ID)


Co-creation during market introduction: gain insight into customer experiences before introduction (Buzzer)


400 buzzers major event & onsite buzz

buzzers launch website

buzzers reviews on well-visited blogs

buzzers in radioshow

Many Youtube movies


Co-creation during evaluation: improving currentoperations for businesses (KLM)

klm.bluelab.nl

•Share ideas and suggestions•Discuss with KLM employees

Results in 4 months•10.000 companies were invited, 1.000 responses•800+ ideas•40 directly involved employees participate in discussions


Co-creation must fit into the corporate strategy; some companies should not make use of it

“Den Haag stops in Second Life”AD, 10th April 2008

“Apple’s products do not fit into co-creation with customers”Express.be, 28th April 2008

•Think about the goals that you want to achieve by co-creation thoroughly!•Co-creation may take more time to develop than expected•Co-creation is not free and risks may be greater than the benefits•What are the benefits for your company? (financially as well as non-financially)

“PCM and Talpa abort Skoeps”Telecompaper, 4th May 2008

Co-creation helps you to get to know yourcustomer and make innovation successful!

Thank you for your attention!

Online:

www.tno.nl/ict

Martijn Staal

[email protected]

+31 6 519 162 37

Questions?


Appendix


TNO ICT LABS CLIENTS

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Life

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of TNOof TNO

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