Slides regarding the Arena on Flexibility & Innovation http://www.swisscom.ch/solutions/Events-en/SDA-Lausanne

1. Swiss Dialogue Arena – Session D
Flexibility and Innovation
Asbjorn Christoffersen (Transmedia Communications, COO & Head of Operations)
Matthias M.D. Pohle (Swisscom, Head of Product Development Competence Center)
Swiss Dialogue Arena - Lausanne, March 21st 2012

2. Agenda
2
Innovation Theory (20‘)
- Business Excellence & Innovation Systems
Matthias Poghle & Asbjorn Christoffersen
- Product Life Cycle Innovation
- Business Model Innovation
- Agility & Time 2 Market
Practical Example on iConcerts by Transmedia Communications (20‘)
Question & Answers (5‘)

3. 3 Roads to Business Excellence
3
Matthias Poghle & Asbjorn Christoffersen
Cost Leadership
Brand Management
Innovation

4. Evolution of Innovation Systems
Matthias Poghle & Asbjorn Christoffersen
Visualisation accorindg to Hamel G.; The revolutionary Company 2000

5. Qualitative vs. quantitative Product Life Cycle
An Innovation Model for Product Innovation 5
Matthias Poghle & Asbjorn Christoffersen
Superior System Decline
Flexibility Saturation
?
Optimization Rapid Growth
Initial Development Market Entrance
1) Linde/Hill; 1993; S.55 (Evolutionscgesetzmäßigkeiten technischer Systeme) www.wois-innovation.de
2) Foster; 1986; S.111 (Konzept der versetzten S-Kurven des Produktlebenszyklus)

6. An Innovation Model for Business Model Innovation
Matthias Poghle & Asbjorn Christoffersen
http://www.youtube.com/wat
ch?v=QoAOzMTLP5s&feature=
player_embedded

7. 3 Pains and how to foster agility with
The 3 Pains in complex development projects:
Matthias Poghle & Asbjorn Christoffersen
Pain 1 People often work in several projects simultaniously
Pain 2 People come from different Business Units and locations
Pain 3
The Project Setup in early phases is fuzzy – Idea/Realisation Gap

8. The GAP from Idea to Realisation That sounds like a good project idea. Customer
That sounds like a good project idea. Customer
will like the new product for sure. But what does
will like the new product for sure. But what does
he want from us? What are his detailed
he want from us? What are his detailed
requirements regarding the sub-project I`m
requirements regarding the sub-project I`m
Heureka! I got a rough working in?
working in?
idea, anlyzed the
customers needs and set
100 % goals for my project!
? ? ?! ? ?? ?!
? ? ?! ? ?? ?!
80 %
? Sub Project IT
? ? ?! ? ?? ?! Partner Company
? ? ?! ? ?? ?!
Idea Champion Sub Project Marketing
5% Sub Project Architecture
Ideation Phase Project Mode Feasibility time
8

9. Incubating Projects In a small group we set the
In a small group we set the
Due to the preliminary work during
Due to the preliminary work during
speed creation we now know what
fundamentals and describe the idea
fundamentals and describe the idea speed creation we now know what
more detailed. Therewith it`s easier the project is all about. We
the project is all about. We
more detailed. Therewith it`s easier understood where we have to focus
Heureka! I got a rough idea, for the procet team to understand the
for the procet team to understand the understood where we have to focus
Heureka! I got a rough idea, on in our sub projects.
anlyzed the customers idea and work on the detailed
idea and work on the detailed on in our sub projects.
anlyzed the customers
needs and set goals for my specifications
specifications
100 % needs and set goals for my
project!
project!
? ? ?! ? ?? ?!
80 % ? ? ?! ? ?? ?!
Sub Project IT
Speed Creation ? ? ?! ? ?? ?! Partner Company
? ? ?! ? ?? ?!
Idea Champion
Sub Project Marketing
5%
Sub Project Architecture
time
Ideation Phase «Speed Creation Session » Project Mode Feasibility
9

10. Practical Example on iConcerts by Transmedia
Communications
Matthias Poghle & Asbjorn Christoffersen

11. Contact
information 11
Transmedia Communications SA, Asbjorn Christoffersen
Asbjorn.christoffersen@transmediaco.com
http://www.transmediaco.com
Matthias Poghle & Asbjorn Christoffersen
Swisscom AG, Matthias M.D. Pohle
matthias.pohle@swisscom.com
http://www.swisscom.com/corporatebusiness
https://www.xing.com/profile/MatthiasMD_Pohle

12. Links and additional information
www.iconcerts.com
 The iConcerts Website
Matthias Poghle & Asbjorn Christoffersen
www.businessmodelgeneration.com
 The original Business Model Map by Alexander Osterwalder
www.businessmodelcreativity.net
An enhanced Business Model Map adding aspects of Corporate Strategy &
Success Factors
www.facebook.com/speedcreation
A collaboration model to increase productivity in cross organisational projects
and increase time to market