|| mas mtec ss 2015 - managing the technology-driven enterprise 15.04.2015group delta | r. celli, a....
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||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 115.04.2015
Basic Innovation Principles
||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 2
Introduction Acceptance of Innovations Eight Innovation Principles
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Basic Innovation PrinciplesOverview
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Basic Innovation PrinciplesIntroduction
Aerial view of the ABB Campus in Turgi
Roberto LucasAlexis
||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 415.04.2015
Basic Innovation PrinciplesIntroduction
Roberto Lucas Alexis
||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 5
Innovations...
... require a positive attitude for them to be succesful
... are welcome on the shop floor – as long as they enhance existingcapabilities and do not destroy jobs
... will face low acceptance ifthey completely changeexisting processess
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Basic Innovation PrinciplesAcceptance of Innovations
||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 615.04.2015
Basic Innovation PrinciplesEight Innovation Principles
Innovation
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Basic Innovation PrinciplesNo Innovation Outside Strategy
vs.
Innovation
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||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 815.04.2015
Basic Innovation PrinciplesNo Innovation Outside Strategy
Innovation
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||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 915.04.2015
Basic Innovation PrinciplesNo Innovation Outside Strategy
Innovation
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BU/CRC/Supplier Project yet to start
Demo/pilot/Supplier project ongoing
BU/CRC/Supplier Project/Prod Finished
@BU @Supplier
2012 2013 2015 2014
BU Devices
2011
Multicore CPU
@CRC
2016
FPGA+DualCore ARM A9
28nm
Dual-core 200MHz DSP
DSP+ARM (200+MHz)
SoCType A
SoCType B
x86 Architecture+ FPGA
FPGA+QuadCore A53
20nm
BU Device A
BU Device C
BU Device B
DSP+ARM (150MHz)
ReplacementFor BU Device A
end 2017? Established Product
Product in Development
400MHz x86
ARM (720MHz)
ARM A15 2&4-core
ARM A9 +PRU
< classified >
< classified >
Dual-Core CPU’s
(40nm)
ARM M4 (120MHz)
Quad-Core CPU’s with FPU
(28nm)
Low cost FP DSP+HW Accel
< classified >
< classified >
Development to start
DSP+ARM(100MHz)
||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 10
If innovation goes outside the company’s strategy, spin it off
Changing or adapting the strategy might demotivate people
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Basic Innovation Principles Spin off Innovation
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Basic Innovation PrinciplesSpin off Innovation
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In the last couple of years ABB did not spin off innovation
Other examples:
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||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 12
The Value proposition is the answer to the question «Why should the customer buy our product?»
As long as you answer this question, the innovation remains customer-driven.
You will have to find the competitive advantage
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Basic Innovation PrinciplesEveryone should know the Value Proposition
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||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 13
Why should customers buy our traction converters?
long-term customer relationship
application know-how
service and maintenance
quality and reliability
cost-performance ratio
proximity
15.04.2015
Basic Innovation PrinciplesEveryone should know the Value Proposition
Innovation
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||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 14
Project Mgmt Plans ask to prioritize... Product Functionality R&D Time R&D Cost
...out of which ultimately... The full functionality is rarely achieved Deadlines are never kept Cost is typically overrun
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Basic Innovation PrinciplesOpen One Valve at the Start
Innovation
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How we would like to work at ABB Turgi :
How we actually work at ABB Turgi :
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Basic Innovation PrinciplesGo for a Quick Start
Innovation
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Project A Project B Project C
Support for project A
Under budget
Project start
Slow
Project A
Project BProject C
?
||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 1615.04.2015
Basic Innovation PrinciplesInnovation Management = Project Management
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||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 17
Innovation is only useful if it makes money
Thus, you need a business plan from the beginning which…
shows a sound cash flow and
has a payback period that is accepted in the specific
industry
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Basic Innovation PrinciplesInnovation Management = Profit Management
Innovation
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Basic Innovation PrinciplesInnovation Management = Profit Management
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Target was to develop a new and highly innovative concept for traction converters
Get rid of inefficient, heavy and bulky 16.7Hz transformer by using power electronics and medium frequency transformer technology
||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 1915.04.2015
Basic Innovation PrinciplesInnovation Management = Profit Management
Key benefits of new concept are… significant lower energy consumption of the train
reduced weight and more space for passenger available
Project was finally stopped because of… weak business case and weak market response
concept only interesting in 16.7Hz market in which ABB
is already strong
Innovation
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||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 2015.04.2015
Basic Innovation PrinciplesInnovation Management = People Management
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Project owner Personal support
Project Leader Direct contact with customer Knows what market segment to target
Project team Diverse and cross-functional Analytical thinking, Skills, Breadth, Empathy
Pictures : link
||MAS MTECSS 2015 - Managing the Technology-Driven Enterprise Group Delta | R. Celli, A. Leibbrandt, L. Schmid 2115.04.2015
Q & A