infoshare 2014: luke mansfield, think fast, act fast

SAMSUNG | PRODUCT INNOVATION TEAM | FUELING MARKET DRIVEN INNOVATION | PRIVATE & CONFIDENTIAL

INNOVATING FASTER How to get ahead and stay ahead

INFOSHARE

5 ‘14

Change Everything!

…except your family.

Burn Everything!

…if that’s what it takes

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The issues with moving fast

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Innovation within Samsung

A multifaceted approach

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European Innovation Team

Consumer focus – Multi-disciplinary approach

Industry Norm

Samsung E.I.T.

Gather consumer & Expert Data

Develop Opportunities Create Product Concept

Test & Refine

Design & Technology

Consumer Research

Commercial Strategy

Sales & Marketing

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Delivering Tangible Results

$1.1Bn profit contribution in 3 years

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Maximising your Innovation Return

Yield vs. Capability

Process

Experience • of Innovation (end to end) • of Your Company Culture • of Other Industries • of Consumers

Yie

ld

Capability

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Disruptive Product

‘Lost in the crowd’

Relevance

Dif

fere

nti

atio

n

‘Gadgets’

Line up products

Higher Lower

Low

High

The magic formula for success

A focus only on differentiation guarantees failure

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Products need to shine thru the mess

Photographs taken during Fieldwork

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The information that consumers see

Photographs taken during Fieldwork

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Fixing problems sometimes creates new ones

Photographs by Eric Adras

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How to spot big new trends

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Thank you.

Luke Mansfield

Head of Innovation

Samsung Electronics Europe