open innovation vs - fast bridge · open innovation vs. ... the experience co-creation innovation...

Open Innovation vsOpen Innovation vs. Experience Co‐Creationp

The traditional innovation process

Traditional R&D

Focus on designEasy and fast demountable parts 

Tires with altered PP offering lower frictionHigher security

Organic plasticg p

Maintenance

The lense of open innovation

Polymer

Solvers Seekers

Polymer R&D 

R&D

Focus on young 

customers

R&DBicycle 

R&DDesign

M k t

Excellence in production

manufacturerR&DUniversities

Market

Car sector

R&D

Brakes manufacturer

R&DCommunity

...n

Paradigms are shifting

P d t

R&D Experience

• Products• Technology• Materials

• Transcend the traditional R&D

• Focus on • Processes• Design• Time to market

interactions• Emotions• PersonalizedTime to market

• Viability• Services

• Personalized Experience

How do we define experience?

An experience stimulates and satisfies individually the senses of the interacterindividually the senses of the interacter (customer) by creating an emotional connection It further transcends theconnection. It further transcends the traditional vision of products and 

services.

What is an experience?

Personalized

Involves all senses

(image source: maketool.com)

Higher focus/ concentration during the process

Altered perception of timep p

Creation of an emotional connection

Unique process with anUnique process with an intrinsic value for each customer

Offers a reflection/stimulation

The experience co-creation innovation process

The value creation as a result of dialogue, access, risk sharing and transparency

Value creation

“inside-out”SCIENCE PUSH

“outside-in”DEMAND PULL

creation

New way of value creation – focus on the experience generation by participation of Logic of value creation of the last 75 years

Client s are seen as ‘value destructor’ Passive participation

experience generation by participation of several stakeholder in the creation processThe client is a productive value creator “co-creation”co-creation

Experience Co-Creation integrated the customer in the organization’s creation process

Where would my friend i ?

I  should feel like driving 

Could I create and place my own logo on the 

bike?sit?

Wh th l ld

ga Ducatti

I would like to buy a When the color would 

not be orange

y“racing suit”/outfit that combines with my bike . 

I ld lik t d i i

Is this bike receicable?Who is using the same or similar bicycle?

I would like to drive in the water

My apartment is quiet small, how to I store my 

bike?

The product is cool but pthe service....How can I track where my 

child is riding the bike?

Different experiences and views create new qualitative ideas

Partners Stakeholders

Suppliers Target group

?Company

IT company

Tourism 

Market

Bicycle Shop?

Agency

Gaming company

Community

Environmentalist

company

Co‐Creation and collaboration environment

Partners...n Industry

environment

Experience platforms contextual and therefore exist off & on-line

Creating new experiences via a new partner network

From the traditional to the experience innovation taxonomy

Old New

Process Interactions

P d t d i E iProducts and services Experiences

TechnologyExperience environments(on‐line and off‐line)( )

Collaboration Individual

CommunityCommunity

Stakeholder Individual

Where can you drink a coffee with us

* Atuação através de parceiros

Contacts

anderson@symnetics.com.bracoutinho@symnetics.com.br

d i l @ ti bdaniel.egger@symnetics.com.brmarcelo@symnetics.com.br

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