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Co-creation: innovationwith your customersMarketeerCongres, 8th of May 2008
Online:
www.tno.nl/ict
Martijn Staal
+31 6 519 162 37
Co-creation is HOT!
What is the impact of co-creation for marketeers?
“Inhabitants co-create Eindhoven”P2P foundation, 13th December 2007
“Internet users design their own car”Emerce, 10th April 2008
“Citizen journalism site Skoeps stops”De Telegraaf, 5th May 2008
Nokia Morph,Concept Lounge
“Innovative building in Opeinde (Friesland)”Thecrowds.nl, 15th April 2008
“Nokia involves consumers in product development”Emerce, 18th March 2008
The ‘passive consumer’ becomes active; participation becomes the key
Search TagsRanking Links TipsRatingPersonalisation
Interaction:www, email,
IM, blogs
Market pull
Length: hrs, weeks
Input: requests,user input
Promotion: viral, UGC
Open, adhoc, informal,
Interaction: Mass media
Technologypush
Length: months, yrs
Input: reports, focus groups
Promotion: one way
Closed, formal, patents
OUTPUT
Internal External
Resources: ideas, knowledge, patents, products/services
INPUT
Resources: knowledge, money,…..
Internal External
Ideaselection & Analysis
Concept & testing
Market intro-duction
Before.. After..
Implemen-tation
End user participation can increase the success of the innovations
Evalu-ation
Co-creation during Ideageneration & selection
Innocentive
Cambrian House
Co-creation during concept & testing: gain insight into what (future) customers really want (Second life)
230+ employees6 islands$10M investments
Co-creation during implementation: users finish the product how they want it (Nike ID)
Co-creation during market introduction: gain insight into customer experiences before introduction (Buzzer)
400 buzzers major event & onsite buzz
buzzers launch website
buzzers reviews on well-visited blogs
buzzers in radioshow
Many Youtube movies
Co-creation during evaluation: improving currentoperations for businesses (KLM)
klm.bluelab.nl
•Share ideas and suggestions•Discuss with KLM employees
Results in 4 months•10.000 companies were invited, 1.000 responses•800+ ideas•40 directly involved employees participate in discussions
Co-creation must fit into the corporate strategy; some companies should not make use of it
“Den Haag stops in Second Life”AD, 10th April 2008
“Apple’s products do not fit into co-creation with customers”Express.be, 28th April 2008
•Think about the goals that you want to achieve by co-creation thoroughly!•Co-creation may take more time to develop than expected•Co-creation is not free and risks may be greater than the benefits•What are the benefits for your company? (financially as well as non-financially)
“PCM and Talpa abort Skoeps”Telecompaper, 4th May 2008
Co-creation helps you to get to know yourcustomer and make innovation successful!
• Thank you for your attention!
Online:
www.tno.nl/ict
Martijn Staal
+31 6 519 162 37
Questions?
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