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Os Novos Paradigmas da Inovação Aberta e o caso

do Battle of Concepts

Câmara de Comércio Suíço-Brasileira

20/maio/2010

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Help our clients

to learn, collaborate and innovate

in more effective ways

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TerraForum ConsultingOur Mission

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• Knowledge Management

• Innovation Management

• Corporate Learning

• Public Education

• Sustainability

• Internal Communication

• Social Media Strategies

• Web Portals

• Business Intelligence

• Portfolio Management

• Project Management

• Training

• Digital Design

• Videos

Consulting IT

Design

Our main areas of expertise

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More than 300 projects with leading companies within the last 7 years

Livros publicados por consultores TerraForum

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TerraForum ConsultingInnovation Center Portal

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What is Open Innovation?

Innovation

distinguishes a leader

from his followers.

Steve Jobs

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Open innovation is the use of purposive inflows and outflows of knowledge to accelerate internal innovation, and expand the markets for external

use of innovation, respectively."

Henry Chesbrough, 2003

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Open Innovation Model – The Innovation Funnel

On open innovation model, the company keeps strong relationships with external

partners within different stages of the innovation development process

INTERNAL

R&DMARKET

Joint Venuture

Licencing

External Technology

Insourcing

Spin-inMerge and Aquisitions

Divest

Spin-off

Licencing

R&D Services

Research Development Comercialization

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For most companies innovation is a proprietary activity but for

others...

Closed Innovation

The smart people in our field work for us

To profit form R&D, we must discover, develop

and ship it ourselves

If we discover it, we will get it to market first

If we are the first to commercialize we will win

If we create the most and the best ideas in the

industries, we will win

We should control our intellectual property (IP) so

that our competitors don´t profit from our ideas

Open Innovation

Not all of the smart people work for us so we must

find and tap into the knowledge and expertise of

bright individuals outside our company

External R&D can create significant value; internal

R&D is needed to claim some portion of that value

We don´t have to originate the research in order to

profit from it

Building a better business model is better than

getting to market first

Is we make the best use of internal and external

ideas we will win

We should profit from others´ use of our IP, and

we should buy others´ IP whenever it advances

our own business model

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Open Innovation creates new revenues opportunities

Revenue

Internal

Development

Cost

Costs

Revenues

Closed Model

Past

Revenue Revenue

Royalties

Spin-Offs

New Businesses

New

Revenues

Open Model

Present

Internal

Development

Cost

Internal

Development

Cost

Open Model

Future

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Companies are creating their own Open Innovation Systems,

that are composed by...

Infrastructure

Processes

and Governance

Partners´

Network

relationship

Open

Innovation

System

Organizational

structure

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Key Factors for Open Innovation Success

Open Innovation

System

Strategic Alignment

Collaborative Culture

Adequate Partners

Strong Relation Network

Support and Services for

Partners

Clearly Defined IP policies Organizational

Structure and Governance

Infrastructure and location

Funding

Stakeholders Support

Processes and KPIs for Innovation

Mgmt

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What facilitates this NEW approach to innovation is the rise of

Web 2.0 – as a participatory platform...

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Using web2.0 tools to improve open innovation in organizations

The best manner to predict

the future is inventing it.“

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Battle of ConceptsChallenges to undergraduate students

Generating results with

Open InnovationTerraForum & Battle of Concepts

Battle of Concepts

“Every company has its issues

and challenges.

Students have time, drive and

innovative solutions.”

Our inspiration

“Promoting innovation through

open concept battles, in which

companies offer challenges

(Battles) and college students and

young professionals offer solutions

(the Concepts).”

Our concept

Dutch fever spreading…

Dutch princess, Máxima, and the minister of Ecomomic Affairs, Van der Hoeven, in

conversation with the winner of one of the Dutch battles.

History

Ba

ttle

of C

oncep

ts H

olla

nd • Since 2006, already

distributed 500 thousand euros to participants

• More than 5 thousand students registered

• More than 100 battles concluded

• Received more than 3 thousand concepts

• Participation of various public entities

Battle

of C

oncepts

Bra

zil • In six months distributed

46 thousand reais (US$ 25 K) and will distribute another 74 thousand reais (US$ 40 k) to the participants

• More than 3 thousand students registered

• 30 students received prices

• Participation of Government

Some participating companies

Integrated Benefits

Companies Students

Universities Country

Reduced Investiment in ideation process and recruiting of talent

Relationship with academic world

External collaboration with talent

Emotional relationship with young professionals and possible clients

Market display

Payment

Experience with real challenges

Relationship with companies

Employability

Prestige and positive display of brand

More interested and engaged students

Real world cases to use in class room

More innovative companies

Engagement of young and innovative people

Feeling of co-creation and search for solutions together

More interaction between companies and universities

Working process

Challenge definition

Publish the challenge

Development of concept

Evaluation of concept

Finalization and publish results

Working process

Definition and formatting of

challenge

Boc and company define price

Approval of challenge

1. Definition of challenge

Responsabilities BoC: present examples of battles; help with definition and formatting of

battle.

Responsabilities of company: select, write and approve battle; determine value of prices.

Working process

Boc launches the battle on its site and other communication

channels

Boc publishes battle at universities

Students and young talents register for

free at the site

2. Publishing of challenge

Responsibilities BoC: publish the battle on its site and other communication channels

(Newsletter, blog, twitter and social networks); maintain active student base.

Responsibilities company: publish battle using its communication channels

Working process

Students and young talent download

battle

Students and young talents study battle

Students and young talents upload

concepts to site

3. Development of concept

Responsibilities BoC: Generate and present monthly report containing number of

downloads, concepts received and new registrations.

Responsibility company: to check summary of concepts received on site to start

evaluation process.

BoC receives and sends concepts

to company

Company evaluates concepts

Company selects best concepts

Boc and company

consolidate final results

4. Evaluation of concepts

Working process

Responsibilities BOC: Pass received concepts to company and give advise during

evaluation process. Generate final report (in DVD) with concepts and student base.

Responsibilities companies: Select best concepts.

Boc discloses the classification of concepts on

the website

Boc rewards the winners, who

receive a letter and conducts an interview via the

blog or video

The company becomes the owner of the

concept

The company implements the

concept

5. Finalization and results publishing

Working process

Responsibilities BOC: announce the classification of concepts and the names of

winners.

Responsibilities companies: Implement concept; pass (if possible) status of

implementation and results achieved.

Results

Whirlpool case

2.550 visits to challenge

880 downloads of challenge

40 concepts received

Average of 5h of work by each participant

Total of 2 hours of intensive thinking for Whirlpool

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“How to innovate in brand

communication at sales point?”

Challenge

Results

Philips case

2.300 visits to challenge

814 downloads of challenge

34 concepts received

Average of 5h of work by each participant

Total of 1.700 hours of intensive thinking for Philips

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“Develop in a simple manner an

interactive and intuitive way to configure

the manuals of our products”

Challenge

Results

Testimony

"Battle Of Concepts is a simple and innovative way to find

solutions for challenges and opportunities for our organization.

Moreover it promotes the company and creates stronger links

with young talents, that can present solutions and see them

being brought into practice"

Mônica Reiter Bissi, HR Manager Vopak

Exemplo Battle– Eneco Holanda

Challenge Find new ideas for the re-use of oil or gas platforms in the sea

Specification

What can we do with oil or gas platforms?

They are not only ugly, but they can be a threat to the environment.

Some important factors:

Technical execution

Security and well being

Environment

Cost

Reputation and influence on public opinion

The permanent question is: How to re-use obsolete installations?

Do they necessarily need to become old iron or can they be re-used?

Research in the last ten years have shown that there have been some re-use of

platforms such as the Spar, that was transformed in a pier and other ideas such as

prisons etc.

Example Battle– Rijkswaterstaat Holanda

Challenge

How can the minister of transport and water reduce the consumption of energy and

water and CO2 emission in its infrastructure? With the slogan “Good ideas have no

value when not implemented” Rijkswaterstaat invite the participants with the three

best ideas to present their ideas and show how they work in practice.

SpecificationScope restrictions: Rijkswaterstaat will not implement wind mills or biodiesel energy –

“Windmills will encounter resistance from the populations and biodiesel is not

sustainable and need to be bought”.

Prices:

1º 1.500 euros

2º 750 euros

3º 350 euros

4º a 10º 200 euros

11º a 20º 100 euros

Government Battles

The Government of Minas Gerais,

through the Department of Science,

Technology and Education, signed

an agreement with the company

Battle of Concepts to develop a

relationship program to encourage

students to solve business

challenges. The partnership is an

innovative initiative and will be part

of the conference Inovatec 2010,

which will occur in October.

Government Battles

The Government of the

Netherlands embraced the

initiative of the Battle of

Concepts. In all, Government

has released nearly 20 battles,

including battles signed by the

ministers themselves.

Work and security at work

“How can companies benefit from the productive creativity of 2.0

workers?”

“How can we become the preferred organziation for young people to

work for?”

Other examples of Battles

“Create a new method to avoid collision between trucks and people”

“How to guarantee a secure working place for people that work for our

railroad company?”

“What can companies do to diminish unemployment?”

“Develop a technology to bring150kg up the stairs.”

“How to avoid dangerous contact and accidents with mechanical machines?”

“Create a new concept to improve the conditions of workers that act in the extreme

offshore conditions of the Antartic.“

Education

Other examples of Battles

Sustentability

“New and innovative ideas to teach our clients to be more

environmentally conscious"

"How can we show that we do sustainable procurement?"

"How can we reduce 5000 cars on the A2 highway using only

communication?"

“How to avoid dropout in higher education?"

"How will be the classroom in the future?"

"Tell the Minister of Education how to show excellence in higher education"

“How can the Ministry of Transport and Water reduce energy

consumption and CO2 emission in its infrastructure? "

“Develop a new concept or a new campaign to encourage diverse

audiences to be high school teachers."

Health Care

"Develop a new campaign aimed at young people to promote and

improve knowledge of asthma in children."

Other examples of Battles

“Develop a simple interactive, rational and emotional way to touch the hearts

of people between 40-65 years to encourage them to donate blood"

Entrepreneurship and Innovation

"How to stimulate entrepreneurship in children up to 16 years?"

“How can 'social media„ help young entrepreneurs in their businesses?"

"How to tell the top companies and educational institutes about 'Innovation

in services?"

Other examples of Battles

Transport

"How will the system of high-speed transport be in 2040?"

"Give a solution to reduce train noise”

"How to avoid fatal accidents at railroad crossing with roads?"

“How to prevent collisions of trains on the date of launching a new

security system?"

"How to reduce the disturbance between trains and boats at roads and

river intersections?"

“How to improve competition between public transport and the use of

private cars?"

“Create a bonus system to encourage car users to use more public

transportation."

“The best way to have a good

idea is to have many ideas”

Thanks!http://www.battleofconcepts.com.br/

http://www.battleofconcepts.nl

http://www.terraforum.com.br