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Creating market share using a dedicated Innovation team


CLIENT : MTS, India; PARTNER : BrainStore, Switzerland
Sistema Shyam TeleServices (SSTL) is a joint venture between Sistema of Russia and Shyam Group of India. Sistema is the majority share holder with a 73.71% equity stake. SSTL has the spectrum to provide mobile telephony services in all 22 circles across India. Thanks to an agreement with Mobile TeleSystems OJSC of Russia, SSTL has re-branded under the globally acclaimed telecom nameplate MTS. MTS is the 8th largest telecom brand in the world.

General objectives

The general objectives of MTS India are: To be one of the top 3 players in the high-speed data market. To be one of the protable top 5-6 players in priority voice circles. Data: Focus on subscriber acquisition, Target ~30% market share by 2014, Differentiated top 3 player. Selective voice: Focus on improvement of Average Revenue Per User (ARPU), focus on increasing revenue from value added services, Smartphone push in selective circles. Move to open market handsets. Costs: Moving from xed cost to variable cost model. Selective additional own network rollout (mainly EVDO cities), intra-circle roaming, outsourcing / managed services. Aggressively manage handset costs. For 2011 the goal is consolidating the position in the market as a challenger and focusing on protable growth.

Innovation goals

Setup of a MTS India Innovation Team: serving the needs of Segment Managers and Senior Management of MTS India. capable of processing multiple vital innovation topics simultaneously. focused on the elds of product innovation, service innovation, process innovation, business model innovation, customer interaction innovation, and tactical innovation. delivering high-quality output in form of roadmaps ready to implement at a very high speed thanks to a simple, replicable and universally applicable process. strongly emphasizing the values of honesty, transparency and teamwork. providing a role model for other Sistema companies.

Success criteria
>> Within

8 weeks after project kickoff, the MTS Innovation Team is up and running. >> The MTS Innovation Team delivers outstanding results and exceeds expectations. >> The process is efcient, replicable and scalable for other MTS hubs in India.

Milestones

1. Social media strategy development & implementation 2. Recruiting campaign and onsite workshop design 3. Telephone & onsite interviews with potential candidates 4. Training the MTS India Innovation team in agile project management and creativity techniques 5. Coaching & active support for the teams rst live project.

Results

An 8-member Innovation team consisting of members from diverse disciplines was recruited, trained and empowered to manage MTS Indias innovation projects from the initial brieng through implementation.

New ways of selling additional insurance products to existing customers


CLIENT : Generali Insurance, Austria PARTNER : BrainStore, Switzerland
With 15 percent market share, the Generali Group is Austria's third largest insurer serving 2 Million customers.They offer a complete range of insurance and pension products, which are complemented by comprehensive assistance and nancial services. Since its founding in 1831 in Trieste, the Generali Group is internationally oriented with a presence in more than 60 countries around the world and serving 70 million customers.

General objectives

The Generali Group would like to broaden their customer base in Austria. Starting with existing customers, delightful new product/service offerings are needed to differentiate themselves from the competition.

Innovation goals

Find innovative ways of selling additional insurance products to existing customers in Austria. These ideas could be products, bundling of services, in the area of compensation and benets processing or customer services, communications, etc..

Success criteria
>> Can >> Will

we sell additional products with the new ideas? these ideas delight customers? >> How unique are the ideas? >> Will these ideas increase Generalis brand value? >> Can the ideas be implemented in the near future? >> Do the ideas look practical from a sales point of view?

Milestones

1. Planning & organisation of collaborative idea generation workshop with Generali leadership, selected customers and lateral thinkers. 2. Moderation of a customized idea generation workshop. 3. Visual design of selected ideas. 4. Idea selection with senior management of Generali Austria. 5. Strategic roadmap development using selected ideas.

Results

Over 200 raw ideas were generated from the collaborative idea workshop. Of these, 19 were selected, ranked and assessed for implementation and integrated into a strategic roadmap.
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Fresh ideas for laser cutting and bending processes


CLIENT : Bystronic Ltd., Switzerland PARTNER : BrainStore, Switzerland
Bystronic AG, headquartered in Niedernz, Switzerland specializes in cutting and bending sheet metal.The company was founded in 1985. Since 1994, Bystronic is part of the Conzetta group. Their core competences are: Laser cutting Waterjet cutting Bending Handling & Automation Software & Control Service and Support Bystronics machines cover the entire range of processes for cutting and bending. Bystronic also offers automation of the entire material and data ow as a value-addition.

General objectives

Bystronics products in laser cutting & bending and the associated process chain (before, during, after) get a radical boost in the next ve years through new innovative features. Their machines thus obtain a distinct advantage that sets them apart from the competition.

Innovation goals

Generate a selection of convincing ideas with maximum chances of being implemented in the future and integrated into the existing technology roadmap/product palette.

Success criteria
>> Ideas

satisfy customer needs directly. >> Ideas can be implemented in the next 5 years. >> The ideas give Bystronic a clear strategic advantage over their competition.

Milestones

1. Interaction with Bystronic senior management to understand business needs. 2. Searcheld denition based on customer interviews, business cases and existing technology roadmaps. 3. Conception & Design of scenarios for collaborative idea generation workshop.

Results

278 raw ideas were generated from the collaborative idea workshop. 22 of these ideas were selected for a prioritized roadmap and implementation. Apart from the ideas, key insights into the knowledge, applications, opinions and experiences of customers for the process of cutting/bending were also provided.

UNITED INDUSTRIES

New product development for emerging markets


CLIENT : United Industries, India
United Industries is a family-owned enterprise based in Chennai, India with expertise in high-grade plastics. They are keen to diversify into manufacturing and selling their own products after they survived the recession in 2009.

General objectives

Create and market new products for the kitchen space that reduce time and effort and make the cooking process more fun.

Innovation goals

Identify key issues in household kitchens of emerging markets Create design solutions to address these issues with a team of designers Translate design solutions into suitable products

Success criteria
>> Tangible >> Mutual

gain for stakeholders of both communities respect and deep meaningful interaction

Milestones

1. Trendspotting and selection of suitable markets 2. Ethnographic & Market research to identify key issues leading to a viable business case. 3. Design management : Identify and work with a multidisciplinary team of designers to develop the products 4. Identify partners and channels to market the products 5. Iterate to create a product palette

Results

1. Designers identied through International Design Contest 2. Engineering partners identied 3. Collaborative Project Structures and Timelines dened 4. First Design Iteration underway Note:This is a long term project in its early stages. Results mentioned above reect the most recent status of the project.

Introducing High Performance Engine Testing to the Indian automobile market


CLIENT : KST Motorenversuch GmbH & Co. KG, Germany
KST Motorenversuch builds, maintains and runs large scale testing establishments for vehicle engines (automobiles and aircraft).They are keen to share their expertise with a young market like India to help them test engines to match local conditions.

General objectives

Create an innovative business plan and escort KST through the localization process with a local joint venture partner.

Innovation goals

Dene an innovative business model Scout for reliable joint venture partners Create a win-win situation by matching core values

Success criteria
>> Minimise >> Address

risk cultural and environmental adaptation >> Create trust and setup a foundation for longterm value

Milestones

1. Initial ideation was completed and guidelines were established 2. Risks and Chances evaluated 3. Academic institutions identied as potential partners 4. Business models are under scrutiny and testing.

Results

1. Business Model Canvas including potential Revenue structures and Partnerships clearly dened. 2. Academic partners identied Note:This is a long term project in its early stages. Results mentioned above reect the most recent status of the project.

Connecting a specialty camera maker with the worlds first skate school
CLIENTS : The Lomographic Society & Skateistan
Skateistan began as a Kabul-based Afghan NGO and is now an international non-prot charity providing skateboarding and educational programming in Afghanistan and Cambodia. Skateistan is non-political, independent and inclusive of all ethnicities, religions and social backgrounds. The Lomographic Society is a global community whose strong passion is creative and experimental analogue lm photography.

General objectives

Create and nurture a relationship between Skateistan and the Lomographic Society.

Innovation goals

Find the basis for a relationship and work towards a long term plan. Create a win-win situation by matching core values.

Success criteria
>> Tangible >> Mutual

gain for stakeholders of both communities respect and deep meaningful interaction

Milestones

1. A photography module in Skateistans curriculum was the perfect entry point to engage the Lomographic Society. 2. Cameras and lm were shipped to Kabul from Vienna. 3. Jake Simkin, the resident photographer/instructor guided the students of Skateistan in using Lomo-Cameras. 4. Film was transported back to Vienna and developed. 5. A microsite for Skateistan was created to post developed photos. 6. A dedicated skate-boarding community now got to know about Lomo-Cameras and the analogue photo community. 7. The Lomographic Society became a lead sponsor of Skateistan and Skateistan recognised them as an important strategic partner.

Results

An organic relationship was successfully curated between Skateistan and the Lomographic Society. It continues to grow today. 1. Jake Simkin from Skateistan nominated as LomoAmigo 2. Online Contest Win a Camera for Skateistan conducted 3. 50 LomoCameras and Film shipped to Skateistan
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