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The Top Six Innovation Ideas of 2011

The Top Six Innovation Ideas of 2011

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Published by: Crowdsourcing.org on Jan 08, 2011
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02/03/2013

 
The Top Six Innovation Ideas of 2011
 8:23 AM Thursday December 16, 2010
 That's right. 2011. These six ideas emerged in 2010 as powerful"innovation invitations" and seem sure to intensify in power and influence.They'll increasingly be a source of, and resource for, innovationdifferentiation in 2011, if not for your organization, then for the firm youmost dread competing against.
1. Contestification
 WhetherGoogle Demo SlamorSprint's App Competition, digital media has become an innovation battleground for customers, clients, prospectivepartners, and young talent.Frito-Layhas already made competitionthe  cornerstone of its Super Bowl advertising, andToyota, desperate to remind people what a wonderful corporate citizen it can be,invites aspiring  innovators to suggest how the firm's technology can be used for goodin unexpected ways.Crowdsourced contestification is becoming institutionalized as a way firms can grow their own innovation nations. Ifyou're not running an innovative innovation contest to invite participationand build brand, then you're reacting to your competitor's competition. Willyour contest be competitive with their contest? Who's running it? Who'sjudging it? Who's winning it?
2. Keep Touching Me and I'll Screen!
 
 
Anyone who has an iPhone, iPad, or Kindle knows that media are nolonger created merely to be viewed
content is designed to be touched,tapped, stroked, fingered, fondled, and pinched. Interfaces have gonetactile and haptic. The keyboard isn't dead or dying, but it's lost pride ofplace in defining onscreen interaction. Where professionals once wrotememos to be read, 2011 begins an era in which documents are written withtouch both in mind and on fingertips. Designing documents to be a sensualphysical experience and not just a visually cognitive one demands differentaesthetics and sensibilities. This nascent transition will be as profoundlyimportant for future interpersonal communications
and branding
asthe transition from radio to television. Having the right touch to get the righttouch will become a desirable communications competence.
3. WWWabs
 If you explore their websites, you'll findAmerican Express,Google,Intuitand scores of others have "labs"
not-quite-ready-for-prime-time alpha and beta versions of apps to explore and test. Theseinnovation playgrounds vary wildy in quality, creativity and breadth. A fewof these test-tube innovation babies are quirkily weird; others have theglimmer of interactive genius. These WWWabs will undoubtedly bereshaped by the seemingly irresistible rise of Facebook as an advertisingand promotional vehicle. Indeed, Facebook's role as a third-partyinnovation platform is still a work in process. However, the economics ofexperimentation for both customer-facing and internal WWWabs isundeniably favorable. It's easy to marry a WWWabsite with a contest, forexample. More important, WWWabs symbolize the substantial shift in oneof the dying innovation anachronisms of the post-industrial era. That is, the
 
importance of "research & development" to business innovation.WWWaboratories are about the real future of virtual value creation. Insteadof R&D, what matters is E&S
Experiment & Scale. WWWabs gomainstream worldwide next year.
4. That's Quite A Coup, Onward Group!
 Google's failed effort to acquire Grouponfor a reported $6 billion (!)obscures the tectonic economic shift in global retail. Devices of all kindshave gone from advertising, branding, and marketing media to promotionalplatforms. The coup is in a new genre and generation of trackablecouponing. Coupons have been redeemed as a "class" not just "mass"vehicle for luxury and high-status items as well as for everyday brands andstaples. Digital coupons aren't just "smart," they can be "brilliant"
linkedto recommendation engines, GPS, supply chains, etc. Once significantdistinctions between coupons, coops, discounts, and promotionalcurrencies are blurring into nothingness. Indeed, we'll see "pick yourpreferred promotion options" in Android and Apple apps next year.Facebook, Foursquare, and Twitter will dramatically expand both the reachand ingenuity of their promotional partnerships. Advertising will take abackseat to promotional offers as retailers and brand managers alikecollectively decide that branding a promotion matters just as much aspromoting a brand. Next year will be the first year that almost half of allAmerican and European shoppers have a digital coupon in their devicealmost half the times they shop.
5. From Farmville to Pharmville: We Got Game in Business
 

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