collective intelligence: user-led mobile innovation
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COLLECTIVE INTELLIGENCEUSER-LED MOBILE INNOVATION
DR. ROD FARMERSenior ManagerExperience StrategyVodafone Hutchison Australia
Sunday, 4 October 2009
rfarmer@hutchison.com.au@rodfarmer linkedin.com/in/rodfarmer
ABOUT METM
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LARGEST .AU MOBILE TELCO
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EXPERIENCE STRATEGYONLINE. INTRANET. EXTRANET. MOBILE. INNOVATION. DEVICES. EMERGING TECH.
Innovation. User Experience. Creative Services, Editorial. Publishing.
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6.3 MILLIONVHA
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4.6 BILLION2010
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70% SMARTPHONE
2011
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3% IPHONE34% MOBILE DATA
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MOBILE DIRECTIONS
USER LED INNOVATION
EXPERIENCE STRATEGIES
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EXPERIENCE STRATEGIES
USER LED INNOVATION
MOBILE DIRECTIONS
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SERVICE DESIGNFULL DISCLOSURE: WHAT I PREACH
DESIGN FOR EXPERIENCES THAT REACH MANY PEOPLE THROUGH MANY DIFFERENT TOUCHPOINTS, AND THAT HAPPEN OVER TIME
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SERVICE DESIGN
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TOUCHPOINTS (FORMERLY CONVERGENCE)
SYSTEMS THINKING (BEYOND SILOS)
CUSTOMER DRIVENCO-CREATION
SERVICE DESIGN
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WHAT IS THIS?
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AND THIS?
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DESIGN THINKING
INNOVATION
THROUGH INSPIRED
DESIGN
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DESIGN THINKINGCREATIVE OVER ANALYTICAL THINKING EMPATHY BEYOND THE INDIVIDUALHUMAN-CENTRED APPROACHCOLLABORATION
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HOW DOES THIS RELATE TO COLLECTIVE INTELLIGENCE?
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HOW DOES THIS RELATE TO COLLECTIVE INTELLIGENCE?FROM PRODUCTS TO PEOPLE
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col⋅lec⋅tiveOf, or relating to, charactestic of, or made by a number of people acting as a group
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in⋅tel⋅li⋅genceThe ability to acquire and apply knowledge, particularly towards a purposeful goal
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COLLECTIVE INTELLIGENCEThe emergence of learning and new information through the process of con!ict, cognition, coordination and cooperation
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SOCIO-TECHNICAL
COMPLEX
SYSTEMS
ADAPTATIVE
ENVIRONMENTS
RELATIONSHIPS
ORIENTED
BEHAVIOUR
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SYSTEMS COMPLEXITYNON-REDUCTIONIST. POSSESS MEMORY. NON-LINEAR. CHAOTIC RELATIONSHIPS. GOAL-ORIENTED. NON-DETERMINISTIC. CONTEXT SENSITIVE.
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AUTOPOESIS LIVING NETWORKSTHROUGH INTERACTION AND TRANSFORMATION CONTINUALLY REPRODUCE PROCESSES AND ENTITIES
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CUSTOMER EVOLUTIONSEE YOUR CUSTOMER BASE AS A LIVING NETWORK
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INNOVATION IS IN THE WILD
♫ ?
BELIEFS, DESIRES, INTENTIONS CHANGE
COMMUNITIES RE-FORM AND EVOLVE
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OUR USERS ARE BECOMING PROSUMERS OF CONTENT AND SERVICES
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SEED EVOLVE/EMERGE RE-SEED
S - E - R
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DEMOCRATISED INNOVATIONUSER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
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DEMOCRATISED INNOVATIONUSER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
MANUFACTURING USER-LED
Hedged bets on innovators
Poor utilisation of resources, time and money
Increased product development
Alienation and increased costs
• Convergence Culture
• Community-Driven
• Open Systems
• Encourages Prosumerism
• Emphasises Self-Expression
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DEMOCRATISED INNOVATIONUSER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
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DEMOCRATISED INNOVATIONUSER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
PARTICIPATE, CONTRIBUTE, SHAPE THE ENVIRONMENT
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DEMOCRATISED INNOVATIONUSER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
PARTICIPATE, CONTRIBUTE, SHAPE THE ENVIRONMENT
MEMBERS OF COLLECTIVE WHOLE, NOT CONSUMERS OF COMMODITIES
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DEMOCRATISED INNOVATIONUSER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
PARTICIPATE, CONTRIBUTE, SHAPE THE ENVIRONMENT
MEMBERS OF COLLECTIVE WHOLE, NOT CONSUMERS OF COMMODITIES
ENCOURAGE PROSUMERISM OVER PASSIVE CONSUMPTION
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DEMOCRATISED INNOVATIONUSER-LED INNOVATION THROUGH COMMUNITY PARTICIPATION
PARTICIPATE, CONTRIBUTE, SHAPE THE ENVIRONMENT
MEMBERS OF COLLECTIVE WHOLE, NOT CONSUMERS OF COMMODITIES
ENCOURAGE PROSUMERISM OVER PASSIVE CONSUMPTION
SELF-EXPRESSION USED TO PROMOTE IMMERSION AND ENGAGEMENT
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communicationfostering customer-to-customer innovation
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SYNCHRONOUSASYNCHRONOUS
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EXAMPLESWEB
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EXAMPLESMOBILE
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1-to-N communication
(passive synchrous)
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1-to-N communication
(active synchronous)
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N-to-N communication
(active asynchronous)
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N-to-N communication
(passive asynchronous)
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ScorecardWatch TV! Highlights
Batting R B 4s 6s SR
AUS v NZ 349 245 d. 1st Inn
3/349 (36 Ov) 318 2nd InnNZ lead by 296 runs
Recent overs . 1 . 2 . . | . . 1 1 . 4 | . . . . . . | 3 1 WLast wicket: Healey (52), bowled Williams
Bowling (NZ)
AUS (2nd Inn) - 3/493 36.1 Ov
Broad, J.MPrevious Bowler
Broad, J.M
Current Bowler0/41 (7.4)
0/41 (7.4)
Ponting, R.B40 98 3 1 38.25
Striker
Katich, I.J40 98 3 1 38.25Non Striker
Cricket LIVE Share
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AUS v IND
AUS v IND - 1st TestSCG - Sydney, Aug 24 - Aug 27
Match Starts Web 16 Sep 9:00 AM EST
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SOCIAL MOBILE EVOLUTIONCROWDSOURCING THE NEXT INNOVATION
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OPEN SYSTEMS
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OPEN PLATFORMS
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END-USER DEVELOPMENT
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INTEGRATED LIFESTREAMS
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MULTI-TARGETED EXPERIENCES
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SUMMARY• CROWDSOURCE TO CO-CREATE EXPERIENCES
• MOBILE EXPERIENCES WILL BECOME MORE SOCIAL
• BRING CUSTOMERS INTO YOUR SYSTEMS THINKING
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THANK YOU.
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