Bestpractice Blogflash - Nokia, Lego, Nintendo, Staples
A few interesting Open Innovation projects - customer integration at its best:
How a brand engages the Internet community and rallies it around its brand value.
Mobile communication represents a two-way street also in the area of marketing, as loyal customer relations are crucial. Especially since Nokia views its customers as the be-all and end-all of everything it does.
Without customer input there is no innovation and without innovation there are no new customers. (thesedays.com)
Great video describing the functionality of the Concept Lounge
Lego - Lego Factory
LEGO’s LEGO Factory has been around for a while, but it remains an inspiring example of how to truly unleash THE GLOBAL BRAIN. Children and other building enthusiasts visiting the site are invited to design models (using easy to use, free downloadable software) and take part in competitions for LEGO prizes. A popular contest last year entitled winners to have their model mass produced and sold in Shop@Home, receiving a 5% royalty on each set sold. While customers can still upload their creations and have them become part of Lego’s official catalogue, the royalty scheme sadly has been nixed. (trendwatching.com)
Nintentdo - Wiiware
Nintendo announced today that it’s giving the crowd a chance to develop video games for the company’s successful gaming system, the Wii, and sell them over the WiiShop channel. The new initiative is called the WiiWare program, and is expected to launch early 2008.
It is not yet clear what kind of tools and templates Nintendo will provide for the WiiWare program, but for people with a great game idea but little time, money, or energy to go through traditional development and retail outlets, this could be a significant opportunity. Nintendo has been the one to watch lately. Its market cap briefly passed Sony’s earlier this week, and the Wii continues to trounce the PlayStation3 and Microsoft’s Xbox 360 in the marketplace. By tapping into the creativity of the crowds, Nintendo could have a nice low-risk, high-margin business on its hands with WiiWare. It will be interesting to see whether and how Nintendo will succeed in providing the appropriate tools and platforms for users to easily create their own video games. As video gamers will probably be very enthusiastic about the program (and mostly very familiar with internet and computers), the user-friendliness and the provided freedom will be the key success factors. (openinnovators.net)
BIG and Staples identified an opportunity for Staples to create private-label products that offered more innovative features and benefits than commodity goods. To keep inventors focused, the Hunt scope was narrowed to filing and note-taking products. BIG helped Staples articulate the guidelines, wrote the Hunt spec, and then publicized it to our network (via mail, email, and web). At the conclusion of our 6-week Hunt, we had approximately 300 ideas.
In 2003, Staples inaugurated a nationwide consumer contest for the best new concepts in office supply products. The main goals of contest were to discover innovative products to fuel Staples’ private-label brands, to generate positive PR, and to drive traffic to Staples’ retail sites.Working with both product development and marketing specialists at Staples, Big Idea proposed, outlined, managed, and helped judge the event. Culling through nearly 8500 submissions, BIG identified the best for invitations to the Semi-Finals, which we organized and ran. The process culminated in a best-of-the-best competition among 12 Finalists in New York City. The event, staged at the New York NASDAQ, generated national media coverage, including inventor appearances on Regis and Kelly. The grand prize of $25,000 was awarded to the WordLock, an innovative lock that uses letters (and words) instead of numbers. (Big Idea Group)
Julia Styles sagt
am 6. August 2007 @ 4:40 am
Proctor and Gamble is another company that uses open innovation.
Threadless is a smaller business that has taken advantage of the web and consumer creativity to build their brand and product line.
BrainReactions has a social networking site for open brainstorming and innovation. Check out www.brainreactions.net if you want to post your own challenges and ideas.
Johannes Heinze sagt
am 6. August 2007 @ 9:40 am
Thanks for the comment - maybe its useful to set some links to our previous posts:
Threadless - the playful money machine:
http://www.openeur.com/blog/en/2006/12/15/threadless/
P&G – probably the largest R&D department in the world:
http://www.openeur.com/blog/en/2006/12/03/pg-%e2%80%93-probably-the-largest-rd-department-in-the-world/
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