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UCTI Creativity & Innovation Assignment
Word count: 2192 words
March 8, 2011
Creativity & Innovation Assignment
Table of Contents
I. Executive Summary................................................................................................................2
II. Introduction............................................................................................................................3
a) Profile of the Company.......................................................................................................3
b) Objective Finding...............................................................................................................4
III. Fact Finding........................................................................................................................5
a) Competitor Analysis...........................................................................................................5
b) Market Segment Analysis...................................................................................................7
IV. Problem Finding.................................................................................................................8
a) Laddering Technique..........................................................................................................8
b) Problem Statement..............................................................................................................9
V. Idea Generation Technique.....................................................................................................9
a) Attribute Listing..................................................................................................................9
b) Scamper............................................................................................................................10
c) Mind Mapping..................................................................................................................11
d) Concept Fans....................................................................................................................13
e) Summary of Ideas.............................................................................................................14
VI. Product Description..........................................................................................................14
VII. Idea Evaluation.................................................................................................................15
a) Sticking Dots Analysis......................................................................................................15
b) Plus-Minus-Interesting (PMI) Analysis............................................................................16
VIII. Conclusion........................................................................................................................17
IX. References........................................................................................................................18
X. Appendix..............................................................................................................................20
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Creativity & Innovation Assignment
I. Executive Summary
Creativity and innovation are concepts so dear to modern culture that their very
mention excites immediate approval. These ideas lie near the heart of our
humanity. People human civilization as having risen to eminence among the order
species through political, scientific and technological innovation. The humans
prize a cultural heritage that is rich in artistic creativity. Yet we have shown
comparatively little curiosity about the birth and growth of innovation – the ways
in which creative impulse develops into path finding achievement.
In today’s fast paced society, lot of people use the cell phone and the computer or
laptop at the same time. It’s difficult to talk on the phone while using the mouse
and keyboard at the same time. So why not use a “mouse-cell phone”?! Yes, a
phone that you can use
to call and has a
laptop touchpad at its
backside. Nokia brand
is a well known cell
phone manufacturer
with really affordable
and durable phones,
thus Nokia would be
the best to produce such a product.
Alcont, 2009,
Creativity,
[Online image], Available at:
http://www.ideachampions.com/weblogs/creativity.jpg
[Accessed 22nd April 2011]
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Creativity & Innovation Assignment
Simply, that would be a normal phone like any other cell phone handset, hence
that it would be more useful and innovated. This phone can be easily connected to
the PC using either Wi-Fi or Bluetooth connection with will be supported by both
devices, the PC and phone. Most computer users demand for a mouse that can be
easily handled and used, cell phone users have the same demands as well. Most of
cell phone customers look for a device that is affordable, durable, with high
specifications, and stylish too.
The mouse-cell phone design and performance will combine all that together as
one simple and new innovation process. Its price and specifications would
certainly meet the market demand. A high resolution screen, a high mega pixel
camera, a sensitive touchpad to use as a mouse for the computer, and the design
are all competitive to come up with. The price of the mouse-cell phone would be
around USD 250. Sony Ericson company and Skype mouse VOIP phone would
be a high competitor for such a product as that both companies are well known for
their high capabilities in producing high quality devices.
II. Introduction
a) Profile of the Company
Nokia corporation is the world’s largest manufacturer of mobile phones, serving
customers in 130 countries. Originally a manufacturer of pulp and paper, Nokia
was founded as Nokia Company in 1865 in a small town of the same name in
Central Finland by Fredrik Idestam. (Nokia Corporation, 2011)
Nokia manufactured items for Hitachi in France, Ericsson in Sweden, Northern
Telecom in Canada, and Granada and IBM in Britain. In doing so it was able to
increase its production capacity stability. (Nokia Corporation, 2011)
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Creativity & Innovation Assignment
Nokia’s ascendance to the top of the wireless world by the end of the 1990s could
be traced to the company being able to consistently, over and over again, come
out with high-margin products superior to
those of its competitors and in tune with the
market demands. (Nokia Corporation 2011)
Nokia Corporation, 2011,
Nokia,
[Online image], Available at:
http://www.nokia.com/pics/logo_nokia_115_40_1b.gif
[Accessed 21st April 2011]
Nokia is a Finnish corporation headquartered in Espoo, Finland. It is a public
limited liability company listed on the Helsinki, Frankfurt, and New York stock
exchanges. At the end of 2009, Nokia operated a total of 15 manufacturing
facilities in Brazil, China, Finland, Germany, Hungary, India, Mexico, the
Republic of Korea and the United Kingdom. (Nokia-FAQ, 2011)
I have chosen this company to manufacture my product because it’s well known
in mobile industry, and will for sure bring much of great success and achievement
when such a product is being set into the market under “Nokia” brand name.
Nokia was recognized as the 5th most valued brand in the world. (Nokia Now,
2011)
b) Objective Finding
Innovating the mouse and the cell phone by putting them together in one device,
so that it would be easy and comfortable for computer users to talk on the phone
therefore not causing a shoulder or neck pain in a long term usage.
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Creativity & Innovation Assignment
III. Fact Finding
a) Competitor Analysis
When it comes to market competition
Sony Ericsson will be for sure one of the
competitors. Most Sony Ericsson phones
are known with a feature of using the
cell phone as a mouse with the
Bluetooth connectivity. But as a matter
of fact, this feature can’t be used while a
call is going on, thus making the mouse-
cell phone a great product to combine all in one usage.
GSMArena, 2000-2011,
Sonny Ericsson T630,
[Online image], Available at:
http://st2.gsmarena.com/vv/bigpic/snt630.gif
[Accessed 21st April 2011]
Phones that have a cursor like Sony Ericsson T630 would be an alternative for the
mouse-phone, hence that it doesn’t have the same features and capabilities. The
T630 phone doesn’t have a smart phone specifications or a high megapixel
camera, just a simple mobile phone with a Bluetooth connectivity and a normal
camera. No GPRS connectivity or a GPS, which as mentioned above makes this
phone as a simple cell phone. The company’s target market would be people who
are demanding for a cheap device with a Bluetooth connectivity and durable too.
At work, home, or in a car you’ll find that Sony Ericsson T630 is unique with its
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Creativity & Innovation Assignment
style and a dimension of 102mm x 43mm x 17mm. (Sonny Ericsson T630, 2000-
2011)
An another alternative for the mouse-phone would be the Skype mouse VOIP
phone. It is a good product of Skype that works both as a high quality VOIP
phone with a unique sliding cover for easy
transferring from a mouse function to
calling. But still, the Skype mouse VOIP
phone can be only used for VOIP calls but
not as a cell phone. Including the fact that
the device multiple functions can be only
used once at a time and not together at once.
Chinavasion, 2005-2011,
Skype Mouse VOIP Phone,
[Online image], Available at:
http://eu.chv.me/images/chinavasion-CVDYN-VP688-7-noblue.jpg
[Accessed 21st April 2011]
Skype will be targeting the PC users who use the computer for VOIP calls as that
it would be an affordable and creative solution to use both a mouse and a VOIP
phone in the same device. It’s a great accessory to make chatting online that much
easier and with a backlit LCD which will constantly be contact details, time, and
duration and all in any language that your Skype program running under. Also
featured are the large speaker for listening to music or voice and a smaller 20mW
if you need more privacy. (Skype mouse, 2005-2011)
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b) Market Segment Analysis
Market segmentation analysis provides a comprehensive examination of the
contraceptive market, identifies current roles of various of various sectors with
respect to consumer groups, and helps determine how roles need to change to
achieve contraceptive security. (Market Segmentation, 2002)
The mouse-cell phone can be used by any consumer no matter of his or her age,
gender, and income bracket. A person with a high or low income will be able to
use the mouse-cell phone as that its price is affordable, even because the phone
style would be elegant with several different colors such as white, blue, black and
even pink mainly within the age of eighteen to forty years old.
Despite the customer age, social class, background, or even lifestyle, the mouse-
cell phone would be suitable for different types of people.
Nokia has a wide range of customers all over the world, thus if the mouse-cell
phone is produced by Nokia then customers who are already adapted to the
company will for sure be retained as a result of their loyalty towards the company.
Consumers of the mouse-cell phone will be looking for comfort in which they
need not use their shoulder to hold the phone while using the mouse and keyboard
all at the same time, this will prevent causing pain or damage in the tissues and
shoulder muscles after a long term.
Usage of the product will be most probably targeting the medium and heavy users
group who use the PC and the cell phone together. Nokia will have regional and
national marketing programs which is going to alter the product as it’s always
used to, the product should be marketed worldwide to be used by all consumers of
the PC and cell phones too.
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IV. Problem Finding
a) Laddering Technique
Laddering is a method that helps you elicit the higher or low level abstractions
of the concepts that people use to organize their world, the method is used by
using probes. Probing means to “peel back the layers” of the informant’s
experience. (Laddering interview, 1999-2011)
“Laddering and probing is used to understand the way in which the informant
sees the world” (Reynolds and Gutman, 1988)
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Using the phone and mouse together will
cause a damage in the shoulder and neck after
a long term.
Leaving both products in the same state as it is without innovating any
of the devices.
Will cause pain for the customer and will result in health problems after a long term if the device was not designed well.
User would prefer to give up on using either
of the devices or use one at a time for his or her
own comfort which will wast time.
Innovating the mouse to be used as a cell phone
and a mouse in the same device.
No pain will be caused in the body. The design has to be compatible for both tasks and a way to save battery has to be
discovered.
March 8, 2011
Creativity & Innovation Assignment
Figure 1
The graph above shows both of the options to be done, one is either innovating
the mouse and the other is just leaving it as it is. Despite the points, the innovation
choice will help the user and make him or her more satisfied while using the
mouse-cell phone and will for sure not cause any pain in the shoulder or neck
after a long term usage. On the other hand, the second choice is not innovating
the mouse to a cell phone which will affect the user after a long term of using the
keyboard, mouse, and phone all together.
b) Problem Statement
Finding a design that will be suitable to be used for both tasks as a mouse and a
cell phone beside saving the battery energy which is hard to combine all in one
device.
V. Idea Generation Technique
a) Attribute Listing
Attribute listing is a great technique for ensuring all possible aspects of a problem
have been examined. Attribute listing is breaking down the problem into smaller
and smaller bits and seeing what you discover when you do. Attribute listing is a
very useful technique for quality improvement of complicated products,
procedures of services. Attribute listing is a good technique to use in conjunction
with some other creative techniques, especially idea generating one’s like
brainstorming. This allows you to focus on one specific part of a product or
process before generating a lot of whole ideas. (Attribute Listing, 1996)
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Feature Attribute Ideas
Casing Plastic Stainless steel
Keypad Buttons Touch Screen
Weight Heavy Light
Processor Slow Faster
Microphone Normal Voice clarity feature
Figure 2
Thus, from the table shown above we can derive the idea of having a better casing
by changing it from a plastic one to a stainless steel casing. The second idea
would be changing the whole keypad and making it a touch screen instead. The
third and at last but not least improving the processor, the product’s system can be
faster by changing the processor used in most common cell phones to a better and
faster one. Finally, the phone microphone can be improved with a better voice
clarity.
b) Scamper
The scamper technique uses a set of directed questions which you answer about
your probortunity in order to come up with new ideas. The stimulus comes from
forcing yourself to answer questions which you would not normally pose. The
questions direct you to thinking about a probortunity in ways typically come up
with new ideas. (Scamper, 1997-2008)
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Scamper is an acronym which stands for questions relating to the following:
Meaning Applications
S Substitute part of the product for
something else
Replace the touchpad with a keyboard
instead.
C Combine two or more parts of
products to make something new
or enhancing purpose
Minimize the touchpad so that the
keyboard can next or top of it.
A
Adapt the nature of the product
Add a keyboard which will also make it
easier for the user to handle either the
PC with the normal mouse or the PC
with the touchpad.
M Modify part of the product in an
unusual way
Modify the whole phone to look like a
mouse instead of a cell phone.
PPut to other use of the product
Use as a mouse, keyboard, PC modem,
and a cell phone all in one.
E
Eliminate one part of the product
Eliminate the touch pad can make the
devise used as a USB modem for the PC
and a keyboard as well.
R Reverse the part of the product to
work in reverse order.-
Figure 3
c) Mind Mapping
Mind Mapping is an important technique that improves the way you record
information, and supports and enhances your creative problem solving. By using
Mind Maps, you can quickly identify and understand the structure of a subject.
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You can see the way that pieces of information fit together, as well as recording
the raw facts contained in normal notes. (Mind Maps, 1996-2011)
Figure 4
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d) Concept Fans
The Concept Fan is a way of finding different approaches to a problem when you
have rejected all obvious solutions. It develops the principle of ‘taking one step
back to get a broader perspective. (Concept Fan, 2009) Concepts Ideas
Purpose Directions
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Make the mouse or
touchpad
convenient to be
used with the cell
phone and PC
Combine the
touch pad and
cell phone in one
device
Make sure that the user can be
easily adapted to the mouse cell phone usage
Come up with new technology to
meet the market demand
Find best designs for the device
Make surveys for customers
Check the similar devices in the
market to produce a more efficient one
Provide a tutorial CD
Extra Capability
Serve an identifiable service
that is easy to operate
Design the device so that it can be
relevant or similar to the current technologies
Make Researc
h
Check market
Innovated design
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Creativity & Innovation Assignment
e) Summary of Ideas
Hence, all four idea generation techniques stated that more ideas can be featured
in the mouse cell phone. First, design the device to be convenient with everyday
use and stability. That means to innovate it not to be only a cell phone, but to be
something new that can help the customer on his or her working time.
Second, adding a small keyboard like the one used in smart phones can also be a
good idea for such a device so that it would a portable input device for any PC.
Finally, changing the device power option will be ergonomic and attainable for
long term usage.
VI. Product Description
The mouse cell phone has high specifications and functions featuring a mini
keyboard and a touchpad at the back of it. The high megapixel camera and the
touch screen. The device will last and operate for a longer time using a better
battery type which will be durable on long business trips and long working hours,
thus making it time-bound and user friendly device. As the market will be
targeting people with their income level, thus the price of USD 250 is the best to
provide in the market.
The mouse cell phone is different than the VOIP Skype phone and any other cell
phone or mouse with multitasks. Regarding to the age group, income level, and
geography a device with the price of USD 250 combining a mini keyboard, a
touchpad, and a high specification cell phone device will be convenient, efficient,
and attainable for any party purchasing it.
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Creativity & Innovation Assignment
VII. Idea Evaluation
a) Sticking Dots Analysis
This technique uses a simple procedure to allow members of a small group to vote
directly for their idea preferences. The procedure involves giving each group
member a fixed number of votes (in the form of self-adhesive, colored dots) and
allowing them to allocate the votes in a pre-selected manner, or any manner they
desire. (Sticking Dots)
A major advantage of this technique is the direct participation of group members
in the selection process. In addition, if each member is given a different color, it
makes it easier to conduct a discussion on why people voted the way they did. On
the other hand, voting conformity can occur. Another disadvantage would be the
use of block voting by members who might wish to force their preferences.
(Sticking Dots)
SpecificationsSkype VOIP
Mouse Phone
Mouse Cell
Phone
Sony Ericsson
T630
Touch Screen N/A ○○○○○ N/A
Camera N/A ○○○○ ○
Price ○○○○ ○○ ○○○○○
Weight ○○○ ○○○○○ ○
Storage N/A ○○○○○ ○○
Wi-Fi N/A ○○○○○ N/A
GPS N/A ○○○○ N/A
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3G N/A ○○○ N/A
Operating System ○○○○ ○○○○○ ○○○
USB Port ○○○○○ N/A N/A
Bluetooth N/A ○○○○○ ○○○○
Figure 5
b) Plus-Minus-Interesting (PMI) Analysis
PMI is lateral and creativity thinking technique developed by Edward De Bono
that is a development of the pro’s and con’s technique that has been used for
centuries.
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Legend
○○○○○ Excellent
○○○○ Very Good
○○○ Good
○○ Poor
○ Very Poor
March 8, 2011
Creativity & Innovation Assignment
It is designed to deliberately direct your attention to the positive, negative and
interesting aspects of a particular idea, subject or decision. (Plus, Minus,
Interesting, 1996-2011)
Figure 6
VIII.
Conclusion
In closing, this assignment was really helpful and useful as well. I have learned
that creativity and innovation has no extent in this fast paced society. Everything
can be innovated to make people’s life easier and convenient. Efficiency is the
first thing that comes to mind when creativity and innovation subject comes up.
“When Alexander the Great visited Diogenes and asked whether he could do
anything for the famed teacher, Diogenes replied: ‘Only stand out of my light.’
Perhaps someday we shall know how to heighten creativity. Until then, one of the
best things we can do for creative men and women is to stand out of their light”
(John W. Gardner, 1912)
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Plus Minus Interesting
Better phone features
(+6)Find a good market (-2)
Easier to make phone
calls while browsing the
internet? (+4)
More time convenience
(+3)Harder to use (-6) Less weighting (+2)
More efficiency (+2) - -
Not huge looking (+5) - -
(+16) (-8) (+6)
March 8, 2011
Creativity & Innovation Assignment
IX. References
1. Nokia Corporation, 2011, Company Profile, Information, Business Description,
History, Background Information on Nokia Corporation, [online], Finland,
Available from http://www.referenceforbusiness.com/history2/35/Nokia-
Corporation.html [Accessed 9th March 2011]
2. Nokia FAQ, 2011, Where does Nokia manufacture its products?, [online],
Finland, Available from http://www.nokia.com/about-nokia/company/faq
[Accessed 11th March 2011]
3. Nokia, 2011, Nokia Now:2000-Today [online], Finland, Available from
http://www.nokia.com/about-nokia/company/story-of-nokia/nokia-now [Accessed
21st March 2011]
4. GSMArena, 2000-2011, Sonny Ericsson T630, [online], Europe, Available from
http://www.gsmarena.com/sony_ericsson_t630-559.php [Accessed 24th March 2011]
5. ChinaVasion, 2007, Skype Mouse VOIP Phone – Sliding Cover, [online], China,
Available from http://www.chinavasion.com/product_info.php/pName/skype-mouse-
voip-phone-sliding-cover/ [Accessed 30th March 2011]
6. Mehra, 1999-2011, Laddering Interview Techniques, [online], USA, Available
from http://www.ehow.com/way_5191640_laddering-interview-techniques.html
[Accessed 4th April 2011]
7. Morgan, 1993, Attribute Listing, [online], USA, Available from
http://members.optusnet.com.au/charles57/Creative/Techniques/attributes.htm
[Accessed 7th April 2011]
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8. Infinite Innovations Ltd, 1997-2008, How to use the Scamper Technique, [online],
UK, Available from
http://members.optusnet.com.au/charles57/Creative/Techniques/attributes.htm
[Accessed 11th April 2011]
9. Enterprising Rural Families, 2004, Sticking Dots, [online], USA, Available from
http://agecon.uwyo.edu/eruralfamilies/ERFLibrary/Tools/Choosing_Ideas.pdf
[Accessed 15th April 2011]
10. Mind Tools LTD, 1996-2011, Mind Maps, [online], USA, Available from
http://www.mindtools.com/pages/article/newISS_01.htm [Accessed 17th April
2011]
11. XU, 2009, Concept Fan: Widening the Search for Solutions, [online], USA,
Available from http://conceptualtoolstechniques.blogspot.com/2009/10/concept-
fanwidening-search-for.html [Accessed 17th April 2011]
12. Mind Tools LTD, 1996-2011, Plus, Minus, Interesting, [online], USA, Available
from http://www.mindtools.com/pages/article/newTED_05.htm [Accessed 21st
April 2011]
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X. Appendix
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