S-72.124 PRODUCT DEVELOPMENT S-72.124 PRODUCT DEVELOPMENT OF TELECOMMUNICATION OF TELECOMMUNICATION

SYSTEMSSYSTEMS

I Elements of Telecommunication Product Development Process

II Tools for Generating and Cultivating Ideas

2 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

S-72.124 Product Development of S-72.124 Product Development of Telecommunication SystemsTelecommunication Systems

Objectives: To understand modern, high-tech product development process by theory and practice

Lectures discuss dominant elements of product development process: Handouts www.comlab. hut.fi/opetus/124

Workshop (fall term): deals with practical cases; takes full-day work of 4-5 days

Lecture Diary (optional): Guides available at the course homepage. Return Diary on next lecture.

Grading based on Exam, Workshop report and Lecture Diary: 40/40/20

3 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Workshop tasks & report prepared in groups Group tutoring by joint effort of Communications

Lab. & industry partner(s) Earlier Workshops arranged by Elisa, Telia,

Ericsson , Satama Interactive, Sonera, etc. Workshop topics: Prepaid Calling Cards, Wi-Fi

Networks, Company Customer Relation Management (CRM) system design ...

Join to listen lectures and make your own notes & questions

Writing a Lecture Diary is a splendid tool for making systematic notes. (guide available at:

http://www.comlab.hut.fi/opetus/245/a/writing_lecture_diary.htm)

S-72.124 Product Development of S-72.124 Product Development of Telecommunication SystemsTelecommunication Systems

4 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Topics TodayTopics Today Telecommunications product development

• Information society• Telecommunications business• Defining modern product development process

– Project plan– Industrial product development

Tools for idea cultivation and project management– How to produce ideas– How to select applicable ideas– How to sketch a project plan and recognize time-

critical events

5 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Realizing Units of Realizing Units of Industrial Product Industrial Product DevelopmentDevelopment

MarketingDesign

Manufacturing Team leader

Central factors of a project

Mechanicaldesigners

Electronicsdesigners

MarketingTeam

Purchasingengineer

Manufacturingengineer

Industrialdesigners

Teams to design anelectro-mechanicalproduct

Financial

LegalPatents

6 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Industrial Product Development Process Industrial Product Development Process Theoretical functionality?

What about in practice?

Sub-unit functionality?

Functionality of the whole process?

Firstdemo

Practical proto

Mass production proto

Mass product

7 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Ph

ases

of

Con

ven

tion

al P

rod

uct

P

has

es o

f C

onve

nti

onal

Pro

du

ct

Dev

elop

men

t P

roce

ssD

evel

opm

ent

Pro

cess

From: K.T.Ulrich, S.D.Eppinger: Product Design and Development, 3rd ed, McGraw Hill, 2003

Sources of problems in high-tech

8 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Products do vary!Products do vary!

From: K.T.Ulrich, S.D.Eppinger: Product Design and Development, 3rd ed, McGraw Hill, 2003

9 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Technology Politics, legislationregulation

Rapidly evolving services & applications

New lifestyles &fashion

GLOBAL NETWORKING GLOBAL NETWORKING ECONOMYECONOMY

- - Immediate, personalized, mobileImmediate, personalized, mobile access to services - access to services -

Information Society -Information Society -Force Fields -Force Fields -

10 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Telecom Market Players: Telecom Market Players: Interoperable HierarchyInteroperable Hierarchy

End-Users

Content and Service Providers

Service operators/Telecommunications Networking Solutions

Physical Telecommunication Network

11 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Research networkingResearch networking

Future & emerging technologies

Systems & services Multimediacontents & tools

Essential technologies& infrastructure

New methods of working: @-business+mobile tech.

Factors in Telecommunications Factors in Telecommunications Business FrameworkBusiness Framework

12 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Telecommunications Telecommunications Business in Home Access Business in Home Access

-TV/MOVIES-GAMES

-broadcasting

INTERNET services- unicasting- multicasting- peer-to-peer ... Copper

(2 way)

DVB-S

Wi-Fi/

DVB-Terrestrial(DiGi-TV)

DVB-C, Cable TV

ADSL/ISDNcable-modems

2G: GSM2.5G: GPRS, HSCSD, EDGE3G : UMTS

Mobile

Power Line Communications (PLC)

Network operatorsService providersContent providers

Device manufacturers

IRdA/

ENERGYEtherNET/

13 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Factors of High-tech Product/Service Factors of High-tech Product/Service Development Development

Financing

Products

Production Process

Usability

Quality

Leadership

Project management

Strategic management

Innovations Patenting

Commercialization

Productdesign

Marketing

Business Plan

14 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

High-tech Product DevelopmentHigh-tech Product Development

constant product improvements high development velocity knowledge sharing from suppliers, competitors, and customers feedback on demand from customers

15 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Challenges and Rewards Challenges and Rewards in Product/Service Developmentin Product/Service Development

Recognizing, understanding andmanaging key challenges is an elementary factor to create a successfulproduct/service development process

A successful development team is multi-disciplinary, motivated and cooperative

Trade-offs

Dynamics

Details

Timetable

Economics

Manifestationof creativity

Satisfaction of social & individualneeds

Team spirit

Team diversity

16 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Computerized Business Planning*Computerized Business Planning*

*Business Plan Pro by Palo Alto Software

17 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Personal Process of CreativityPersonal Process of Creativity11

1: T. Korhonen, A. Ainamo: Handbook of Product and Service Development in Communication and Information Technology, Kluwer Academic Press, 2003

18 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

A Cycle in The Process of CreativityA Cycle in The Process of Creativity

accessing ideagenerator

conceptformation realization

filteringideas

convergentdivergent

innovative logical

Creativity cultivation requires different talents in different phases

System contains in practice extensive feedback Best workgroups are multidisciplinary (Developed communication skills required!)

19 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Some Creativity ToolsSome Creativity Tools

idea generation

filtermodifications

associative mapping

concepttesting,decision making

•Random pictures/words/sentences•Reinforced pictures/words /sentences (doodles)

•Lateral Thinking: Synetics•The Six Thinking Hats

•Mind Maps: Fish Bones•SWOT-method

•Critical Path Analysis•Force Field Analysis•Decision Tree

20 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

How to Select the Cultivation Method?How to Select the Cultivation Method? A tool is applicable when there is information for its usage! Some methods are primarily targeted for mapping the current

status (eg SWOT), other for decision making (eg Force Field Analysis) and some are general purpose tools to assist project management (Critical Path Analysis).

Methods work well when they are used simultaneously; in-series or in-parallel, as for instance brainstorming+ SWOT

Successful product development requires that one should have sufficient information about – customer's requirements– competitors’ product launches– markets– latest technology

Vision of future trends is very important!

CustomersCustomers

MarketsMarkets TechnologyTechnology

CompetitorsCompetitors

Future visionsFuture visions

21 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Tools Focused TodayTools Focused Today

Idea cultivation

– Brainstorming

– Mind Mapping

– SWOT

Filter modifications

– Six Thinking Hats

– Synetics

Concept formation & Decision making

– Force Field Analysis

– Decision Tree

– Critical Path Analysis

22 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

BrainstormingBrainstorming Objectives: Bring about creative solutions (even for

unidentified!) problems Take solution candidates one after another until unusual

solutions are generated For a start take a word or words, from “a dictionary at hand” to

feed the process and apply associations

Generate ideas without critics! Thus

– many potential solution candidates are generated

– whole problem dilemma may change!

For concluding the session

– analyze results for instance by SWOT, FFA and/or Mind Mapping

– Condensed and classified ideas can be used to support new sessions or other applications

23 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Brainstorming - Leader and Group TasksBrainstorming - Leader and Group Tasks Session leader

– definition of the start-up point– gives limits to the problem– gives limits to discussions (These limits must be very broad)– minute amount of critics– encouraging and enthusiastic– follows (the fixed) session time table!– Takes care that ‘idea jamming’ is only temporary!

Session participants– have diverged orientations related to the problem at hand– their background is as different as possible– good communication skills– substance should be known preferably by everybody (at least by

somebody!!!)

24 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Individual vs. Group BrainstormingIndividual vs. Group Brainstorming

Individual BS– many ideas– tendency to jam into fixed trails– easy to find unresolved questions

Group BS– ideas develop themselves into more elaborated form– ideas develop more efficiently– there might be less ideas (group follows the group behavior

laws!) One may mix individual and group barnstorming: For instance each

member might first BS of his own and then one may have a meeting based on each individual’s BS sessions

25 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Getting more fruitful BrainstormingGetting more fruitful Brainstorming Methods of Six Thinking Hats (Edward de Bono) or Six Eyes*

(Rodney King) can be used to get Brainstorming to work better:

*Axon 2002 - program: http://web.singnet.com.sg/ ~axon2000/index.htm

facts: figures, information needs and gaps

intuition: feelings and emotions

logical negative:judgment and caution

logical positive:why something works

creativity: alternatives, proposals, what is interesting, provocations and changes

meta-cognition:creativity process control

26 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Understanding process outputs Understanding process outputs a different waya different way Themes can be seen from different perspectives

by using “Synetics*”:

*Gordon, W.J.J., Synetics: The development of creative capacity, 1961.

27 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Synetics questions explainedSynetics questions explained

/ ( ?)Substitute Simplify What would you do in my place ( Combine Think about software being capable of

evolving and ?)reproducing ( Adapt Think what would happen if you would have

?)wings / ( Modify Distort What if cars would sometimes be used

?)upsidedown ( !)Put to other purposes Think your mailbox as a kite ( Eliminate What would you end up by removing the

?)batteries / / ( Rearrange Reverse Scale Reverse the order of

?)blocks

28 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

29 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Mind MappingMind Mapping

Mind Mapping is a technique to organizing information in its natural associative way, that is multidimensional.

Procedure: – List the main topic, subtopics and facts. Search short

expressions for them all.– Identify the main connections between themes– Set the main theme in the middle of the paper and arrange

the sub-themes to surround the main theme– Recognize idea groups (for instance by colors)– Indicate interdependencies as the cause and consequence

by arrows– Use symbols and figures and even sub-maps to give to total

picture

30 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Example of a Mind Map:Example of a Mind Map:Evolving Internet AccessEvolving Internet Access

HAPS:High Altitude Platform StationPDC:Personal Digital Cellular SystemITS:Intelligent Transport SystemAMPS: Advanced Mobile Phone Services

31 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Mind Mapping SummarizedMind Mapping Summarized– A Mind Map is an associative structure. Therefore its

topology contains a lot of information. – Mind Map allows to identify the essential features and links

of the problem at glance. – Mind Maps can be an extremely compact way to present

information. – A problem of mind mapping is that the chart may up to be so

messy that it can even hide the main themes. Therefore Mind Map can, and should be cultivated after it is formed by pruning less important branches

– Mind Maps can be created by computer program (as MindManager® or eMindMaps®) or by using simple detachable notes on a blackboard.

32 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Alternate Mind MappingAlternate Mind Mapping Fishbone* diagram: Enables to focus onto the problem and

perceive the causes and its relative importance After drawing the diagram the next step is to analyze the

magnitude of each of the identified causes

*Axon 2002 - program: http://web.singnet.com.sg/ ~axon2000/index.htm

33 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

SWOT analysisSWOT analysis SWOT is applicable for sorting unorganized knowledge bases

and analyzing current status Successful SWOT yields structured mapping of the problem at

hand For instance in product analysis

– identify strength and weaknesses of the product– search through possibilities and threats (for instance for

product launch) Realization: List all the relevant properties and sort them into

SWOT boxes!

Strength WeaknessWeakness

OpportunityOpportunity ThreatsThreats

inside

outside

34 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

A case of SWOT: A case of SWOT: WAP-based Knowledge Base Service*WAP-based Knowledge Base Service*

Strength Expandable, flexible, easy to use, dynamic, easy to personalize,

bypassing of telephone exchange, more

effective graphics, utilization of location information

Strength Expandable, flexible, easy to use, dynamic, easy to personalize,

bypassing of telephone exchange, more

effective graphics, utilization of location information

WeaknessNeed for WAP terminal

managing, search routines require

dedication

WeaknessNeed for WAP terminal

managing, search routines require

dedication

OpportunityIf first at the market may

be a killer-kind app.Due to usage of immediate

location info by GPS or GSM location technology

OpportunityIf first at the market may

be a killer-kind app.Due to usage of immediate

location info by GPS or GSM location technology

ThreatsNo popularity,

one applies terminal specificcatalogs, competitive

techniques may hit markets

ThreatsNo popularity,

one applies terminal specificcatalogs, competitive

techniques may hit markets

*S-72.124 spring ‘99

35 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Force Field AnalysisForce Field Analysis

FFA is a method to analyze factors for and against an act Objective: To create an unified description of the factors forming

the problem. This is used to alter the process state to the wanted direction!

Benefits– Describes all the relevant forces– Allows to plan

• contra strategies for negative forces• supporting strategies for positive forces

The FFA method: Identify, Sort and Grade the different forces and illustrate the problem by a diagram including the forces!

The first result of this method describes the current state Alteration of forces can change the current state to the

objective state!

36 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Force Field Analysis: ExampleForce Field Analysis: Example

37 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

DecisionDecision Trees Trees Usage: To analyze strictly economical and numerical decisions Applicable when a lot of complicated information is associated

to the decision making process The analysis results in a system model that gives arguments to

– make a justified ’best decision’

– consider decision alternatives– understand effects of the decisions already undertaken– understand risks involved

Building a decision tree– tree skeleton

– decision probability and net income evaluation

– solution path weighting– cost evaluation

– final inspection of the tree

38 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Consolidate=yhdistääReap=korjata

Decisionindicated by square

Circles represent uncertainty in markets

DecisionDecision Trees: Skeleton Trees: Skeleton

39 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Estimate the net income sums (no expenses)

Estimate marketreaction probabilities

Decision Trees: Weighting Decision Trees: Weighting

40 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Decision Tree: Path EvaluationsDecision Tree: Path Evaluations

41 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Net Cash Income from all PathsNet Cash Income from all Paths

Path income evaluations

42 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Profit without expenses

Maximum profit with expenses while taking this path

Profit with expenses

Subtracting the CostsSubtracting the Costs

43 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Decision Trees Summarized Decision Trees Summarized

Decision trees provide an effective method for decision making because they:

clearly lay out the problem so that all the choices can be viewed, discussed and challenged

provides a framework to quantify the outcome and the associated probability

help us to make the best decisions on the basis of our existing information (or the best guesses)

Accuracy of the results comparable to the accuracy of the statistical & substance knowledge

Often many factor must be evaluated by experience and common sense: this is a point to utilize group work!

44 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Critical Path Analysis (CPA)Critical Path Analysis (CPA)

A method for project analysis and management that points out the critical phases of the project

Enables to– define minimum time span to complete the project– prioritization of tasks– recognize central project activities– evaluate risks

CPA is a foundation for project planning, scheduling and monitoring

CPA phases – listing project phases (tasks & durations)– recognizing series and parallel activities– recognizing task inter-dependencies– recognizing the critical path & inspecting project flow

(for instance by Gantt Chart)

45 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

CASE: Custom written computer installation

CPA: Listing Project PhasesCPA: Listing Project Phases

46 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

CPA: Estimating TimeCPA: Estimating Time

Time evaluation is difficult for new tasks Typically time is underestimated due to

– Influence of the unexpected changes– Unscheduled high priority work is forgotten– Accidents and emergencies– Meetings– Breakdowns in equipment– Quality control rejections

If the accuracy of time estimates is critical, you may find it effective to develop a systematic approach to including these factors

Typically realistic time estimation is done based on past experience

47 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

Critical path (blue)continues through the whole project

Non-critical paths (red) arenot so time critical

Duration in weeks

CPA in Gantt ChartCPA in Gantt Chart

48 Helsinki University of Technology,Communications Laboratory, Timo O. Korhonen

In Conclusion...In Conclusion...

We had an overview on Telecommunications Product Development Process

We discussed the following ”mind- and process mapping” techniques:

– Brainstorming

– Mind Mapping

– SWOT analysis

– Six Thinking Hats

– Synetics

– Force Field Analysis

– Decision Tree

– Critical Path Analysis

The best way to learn these methods is to use them!