Applied Technology and Innovation Management (eBook)

Table of Contents 5
List of abbreviations 6
The Importance of Innovation Management at Deutsche Telekom – Technological Uncertainty and Open Innovation 8
Deutsche Telekom Laboratories as a Testbed for Modern Technology and Innovation Management 12
References 17
Endnotes 18
Strategic Foresight 19
Introduction 20
Continuous foresight 21
Customer foresight 22
Technology and competitor foresight 24
Project-based foresight with strategic roadmapping 27
Environmental analysis 27
Scenario development 28
Roadmap development 28
Navigation board development 29
Conclusion 29
References 30
Endnotes 31
Integration of Academic Research into Innovation Projects: The Case of Collaboration with a University Research Institute 32
Introduction 33
Linking academic research to the firm’s R& D chain for innovation projects
The case of a network security innovation project 36
The research challenge 36
Related work and evidence for the use case 36
Theory of the challenge 37
Solution and implementation 37
Discussion of the use case and the innovation process 39
Conclusion 40
References 42
Implementing Open Innovation to Benefit from External Dynamics of Innovation 43
Introduction 44
Actors of the open innovation ecosystem 45
Development partners and competitors 46
Research institutions 47
Customers and markets 47
Organizational design and implementation of the open innovation paradigm 48
Structural organization 48
Process organization 50
Cultural aspects of the organization 51
Conclusion 52
References 53
Partnering for Research and Development within an Open Innovation Framework 55
Introduction 56
Cooperation models 57
Industrial collaboration 57
Subcontracting 59
Pre-competitive collaboration 61
Innovation clusters 61
Regional cluster of Berlin 62
The European Center for Information and Communication Technologies 62
Conclusion 64
References 64
Business (Lead) Customer Involvement in the Innovation Process 66
Introduction 67
Involving corporate partners as an element of open innovation 67
General requirements for innovation involvement 71
Business-customer process involvement 74
Conclusion 76
References 77
Tools for User-Driven Innovation at Deutsche Telekom Laboratories 79
Introduction 80
Theoretical foundations 80
Innovation and innovation phases 80
Customer research and the limits of traditional tools 82
User-driven innovation at Deutsche Telekom Laboratories 84
Use case: interactive mobile TV 84
User-driven innovation for interactive mobile TV 85
First Phase: Exploration 86
Second Phase: ideation 88
Third phase: selection/execution 89
Fourth Phase: Commercialization 91
Conclusion 92
References 93
Options for Customer Integration in the Open Innovation Paradigm at Deutsche Telekom 96
Introduction 97
Need and prerequisites for open innovation in the telecommunications industry 97
Open innovation through customer integration at Deutsche Telekom 98
Lead user method 98
Ideas competition 100
Virtual communities 102
Toolkits for innovation 103
Conclusion 105
References 105
Segmentation and Evaluation Tools to Project Customer Potential 107
Introduction 108
Heterogeneous consumer needs in a rapidly changing market 108
Indications for future product success in the early phases of innovation 109
Social milieus as a basis for customer segmentation 110
The origin of social milieus and their implications for market segmentation 110
Quantifying the qualitative: inherent challenges when using milieu theory and market studies in the process of new product development 111
Projecting customer potential by using the Customer Evaluation Tool (CET) 114
Translating insights from market segments into the language of product managers and decision makers 114
Online recording devices – a customer evaluation tool use case from the field of IPTV 115
Conclusion 119
References 121
Endnotes 122
Cross-over Application of Enterprise Architecture and Modularization in Telco R& D
Introduction 124
Enterprise architecture in telco R& D
Enterprise architecture as an approach 125
Present enterprise architecture thinking in a nutshell 127
The reasons for enterprise architecture in telco R& D
(a) Complexity management with alternative technology choices 129
(b) Implementation uncertainty due to distance between strategic and operational level 130
(c) Innovation processes synchronization 130
Modularization as an approach 131
Present modularization thinking overview 131
Modularization from the telecommunication industry perspective 132
Modularization in telco R& D
Cross-over application of enterprise architecture in telco R& D
Conclusion 135
References 136
Endnotes 138
Enterprise Architecture in Innovation Implementation 139
Introduction 140
Conceptual basics 141
Enterprise architecture 141
Project type differentiation 141
Constructed method: a specific challenge 142
A situational model based on the telekom laboratories innovation process 143
Project classifi cation 143
Method fragments for innovation implementation 145
Process model 146
Conclusion 150
References 150
Managing Technology Push and Market Pull within Pre-Product Development 152
Introduction 153
New product development 153
Product development as a central component of innovation management 153
The process of new product development in the area of tension between technology push and market pull 154
Building blocks: a method of early new product development 155
Building block requirements 155
Building block approach 156
Management of early product development with the building block-approach 157
Strategic planning 158
Structuring function 158
Leading (doing) function 160
Controlling function 161
Conclusion 162
References 162
Design Research in University-Industry Collaborative Innovation: Experiences and Perspectives 164
Introduction 165
Design Research 165
Subject fields 166
Approach 167
Methodology 171
Outcomes and Values 172
Conclusion 174
References 174
Transferring Technology Innovations to Operating Business Units 175
Introduction 176
Uncertainty and degree of innovativeness 176
Modular innovation 178
Architectural innovation 178
Radical innovation 179
Barriers to the technology transfer process 179
Barriers to technology transfer on the level of personal interaction 179
Lack of motivation 179
Lack of absorptive capacity 180
Barriers to technology transfer on the level of organizational interaction 181
Different reward systems 181
Different time horizons for project execution 181
Geographic distance 181
Technology transfer at Deutsche Telekom Laboratories 182
Direct transfer to the operating units 182
Transfer through a subsequent transfer project 184
Transfer of radical innovation projects 184
Conclusion 185
References 186
Endnotes 186
The Project Value Tracking Process at Deutsche Telekom Laboratories 187
Introduction 188
Procedure 189
Visualization 191
The evolution of the project value tracking process 195
Conclusion 196
References 196
Endnotes 197
Venturing for Commercialization of R& D Results
Introduction 199
Limitations of incumbents to innovate 199
Incumbent curse 200
R& D operational problems
Missed window of opportunity 201
Corporate venturing to overcome limitations 202
External venturing 202
Internal venturing 203
Deutsche Telekom laboratories’ spin-along approach 203
Goals 203
Organization 205
Benefits 206
Conclusion 207
References 208
List of authors 210
Ahrens, Maximilian 210
Arnold, Heinrich 210
Berlin, Marcus 211
Bub, Udo 212
Chow, Rosan 212
Consmüller, Guido 213
Dörflinger, Tim 213
Dunaj, Michal 214
Elovici, Yuval 214
Englert, Roman 215
Erner, Michael 215
Foken, Helga Marion 216
Glezer, Chanan 216
Henke, Katja 217
Joost, Gesche 217
Kapitány, Dávid 218
Linke, Daniela 218
Lüke, Karl-Heinz 218
Möckel, Peter 219
Presse, Volker 220
Riege, Christian 220
Rohrbeck, René 221
Schläffer, Christopher 221
Schoenherr, Marten 222
Steinhoff, Fee 222
Thom, Nico 223
Wogatzky, Mitja 223
Index 224