collective intelligence: user-led mobile innovation

COLLECTIVE INTELLIGENCEUSER-LED MOBILE INNOVATION

DR. ROD FARMERSenior ManagerExperience StrategyVodafone Hutchison Australia

Sunday, 4 October 2009

[email protected]@rodfarmer linkedin.com/in/rodfarmer

ABOUT METM


mailto:[email protected]

mailto:[email protected]

LARGEST .AU MOBILE TELCO


EXPERIENCE STRATEGYONLINE. INTRANET. EXTRANET. MOBILE. INNOVATION. DEVICES. EMERGING TECH.

Innovation. User Experience. Creative Services, Editorial. Publishing.


6.3 MILLIONVHA


4.6 BILLION2010


70% SMARTPHONE

2011


3% IPHONE34% MOBILE DATA


MOBILE DIRECTIONS

USER LED INNOVATION

EXPERIENCE STRATEGIES


EXPERIENCE STRATEGIES

USER LED INNOVATION

MOBILE DIRECTIONS


SERVICE DESIGNFULL DISCLOSURE: WHAT I PREACH

DESIGN FOR EXPERIENCES THAT REACH MANY PEOPLE THROUGH MANY DIFFERENT TOUCHPOINTS, AND THAT HAPPEN OVER TIME


SERVICE DESIGN


TOUCHPOINTS (FORMERLY CONVERGENCE)

SYSTEMS THINKING (BEYOND SILOS)

CUSTOMER DRIVENCO-CREATION

SERVICE DESIGN


WHAT IS THIS?


AND THIS?


DESIGN THINKING

INNOVATION

THROUGH INSPIRED

DESIGN


DESIGN THINKINGCREATIVE OVER ANALYTICAL THINKING EMPATHY BEYOND THE INDIVIDUALHUMAN-CENTRED APPROACHCOLLABORATION


HOW DOES THIS RELATE TO COLLECTIVE INTELLIGENCE?


HOW DOES THIS RELATE TO COLLECTIVE INTELLIGENCE?FROM PRODUCTS TO PEOPLE


col⋅lec⋅tiveOf, or relating to, charactestic of, or made by a number of people acting as a group


in⋅tel⋅li⋅genceThe ability to acquire and apply knowledge, particularly towards a purposeful goal


COLLECTIVE INTELLIGENCEThe emergence of learning and new information through the process of con!ict, cognition, coordination and cooperation


SOCIO-TECHNICAL

COMPLEX

SYSTEMS

ADAPTATIVE

ENVIRONMENTS

RELATIONSHIPS

ORIENTED

BEHAVIOUR


SYSTEMS COMPLEXITYNON-REDUCTIONIST. POSSESS MEMORY. NON-LINEAR. CHAOTIC RELATIONSHIPS. GOAL-ORIENTED. NON-DETERMINISTIC. CONTEXT SENSITIVE.


AUTOPOESIS LIVING NETWORKSTHROUGH INTERACTION AND TRANSFORMATION CONTINUALLY REPRODUCE PROCESSES AND ENTITIES


CUSTOMER EVOLUTIONSEE YOUR CUSTOMER BASE AS A LIVING NETWORK


INNOVATION IS IN THE WILD

♫ ?

BELIEFS, DESIRES, INTENTIONS CHANGE

COMMUNITIES RE-FORM AND EVOLVE


OUR USERS ARE BECOMING PROSUMERS OF CONTENT AND SERVICES


SEED EVOLVE/EMERGE RE-SEED

S - E - R


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



PARTICIPATE, CONTRIBUTE, SHAPE THE ENVIRONMENT




MEMBERS OF COLLECTIVE WHOLE, NOT CONSUMERS OF COMMODITIES





ENCOURAGE PROSUMERISM OVER PASSIVE CONSUMPTION





ENCOURAGE PROSUMERISM OVER PASSIVE CONSUMPTION

SELF-EXPRESSION USED TO PROMOTE IMMERSION AND ENGAGEMENT


communicationfostering customer-to-customer innovation


SYNCHRONOUSASYNCHRONOUS


EXAMPLESWEB


EXAMPLESMOBILE


1-to-N communication

(passive synchrous)


1-to-N communication

(active synchronous)


N-to-N communication

(active asynchronous)


N-to-N communication

(passive asynchronous)


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

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SOCIAL MOBILE EVOLUTIONCROWDSOURCING THE NEXT INNOVATION


OPEN SYSTEMS


OPEN PLATFORMS


END-USER DEVELOPMENT


INTEGRATED LIFESTREAMS


MULTI-TARGETED EXPERIENCES


SUMMARY• CROWDSOURCE TO CO-CREATE EXPERIENCES

• MOBILE EXPERIENCES WILL BECOME MORE SOCIAL

• BRING CUSTOMERS INTO YOUR SYSTEMS THINKING


THANK YOU.


collective intelligence: user-led mobile innovation

Design

customer innovation

time community

user experience

service design design

consumers of commodities

mobile data

prosumerism alienation

service designtouchpoints