creating an innovation ecosystem - oecd.org · the role of user driven innovation in developing...

Version 080527-1 Copyright EA / HMA 2007 / 2008 1

Creating an Innovation EcosystemThe Role of User Driven Innovation in Developing EA ’s Agile Recruiting Approach

Presented by Jeff Hunter

Sr. Director, HR Business Solutions

Electronic Arts, Inc.

May 29, 2008


Genius innovators create breakthrough products and services… everyone else manages for cost and risk

Executive /

Stakeholder

Interviews

Document

Requirements

Select

Technology

Implement

System

Publish Metrics

The Standard Approach

Organizations limit agility and overall effectiveness by failing to innovate core business processes

and internal services

Unchallenged Assumptions

Opportunities for

innovation limited

Executives / key

stakeholders have

unique insights

Accurate Cost

Benefit Analysis

Risk mitigated

through control

Model is

transactional, not

relational

Metrics are implied

in technology

structure

Problem is

predictable, well

defined and stable

“This is a

problem, not an

opportunity!”

Problem / Opportunity Narrative

Initial Model of

Metrics, Analytics,

Definitions

Define & Engage

Core Community

Attach Community to

Network

Select Platform Based

on Problem /

Opportunity Model

Identify “Core

Creatives”

(Innovator SMEs)

Educate Creatives on

Platform

Initial model of

problem / opportunity

(Defining

characteristics)

Initial Discussions and Diagramming of Total

Solution(Key Question Assumptions)

Initiation Cycle

Define & Implement

Network

Design CycleReference “Rapid Innovation Model” description for further detail

Technology & Community Innovation Platform...

Salesforce.com


Innovating Outside Core Competency• EA makes interactive entertainment, not talent CRM software

– Question: “How to solve a fundamental business challenge outside a firm’s core competency when no supplier exists?”

– Answer: “Innovate, but not by yourself.”• In order for our innovations to be viable, we needed to create

a self-sustaining ecosystem• Developing the ecosystem enables companies to:

– Decrease the risk of innovation– Decrease the cost of sustaining innovation– Increase learning cycles and diversity of innovators

• EA’s strategy - work with Salesforce and other third parties to create a new Talent CRM innovation ecosystem:– Build trusted vendor capability to extend solutions to other customers– Use the Salesforce platform to propagate insights to the ecosystems– Work with Salesforce to build core capabilities of product for talent

ecosystem


Salesforce’s Community

Capabilities


Central pillar of Salesforce’s community / innovation strategy


Non-technical Subject

Matter Expert (SME) Creates New Solution Using Simple

Tools

Service Vendor

Handles Sales, Contracts,

Support and Collections


• Salesforce, Talogistics (third-party supplier) and EA coordinate efforts to create new ecosystem and extend innovation supply chain– New customers

• Genentech• Deloitte• MGM

– New software vendors• Casa

– New information supply chains• LinkedIn• ZoomInfo

Each addition to the innovation supply chain

reduces risk for EA while increasing number of

innovators in community


Conclusion

• Problem: Necessary innovation outside core competency– Innovate ways to attract and secure talent– Reduce risk in innovation– Create a self-sustaining ecosystem that would contin ue to

innovate on EA’s behalf

• Solution: Develop a R=G ecosystem to support our business process innovation– Develop new technology capabilities and propagate to cooperating /

non-competitive organizations (i.e. Genentech, Deloitte, MGM)

– Helped incubate and connect new technology and information services providers (i.e. Casa, LinkedIn)

– All new participants in the community are encouraged to share insights and innovations to create virtuous cycle

– New insights from the ecosystem help drive new features at Salesforce

creating an innovation ecosystem - oecd.org · the role of user driven innovation in developing...

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