digital age transformation: building a high-performing innovation engine
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| Copyright © 2015 Tata Consultancy Services Limited
Digital Age Transformation: Building a
High-performing Innovation Engine
Consulting and Enterprise Solutions
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Build an Innovation Engine
What resources
do you need to deliver meaningful
outcomes?
What are the
business practices of successful
innovators?
What should your
innovation strategy be?
How can you
make innovation an always-on
process, rather
than a one-off event?
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Barriers to Innovation
Non-aligned
innovation and corporate strategies
Ineffective
organizational structure
Outdated culture and
inability to take risks
Limited focus on the
“back-end of innovation”
Lack of iterative,
user-centric design orientation
Inadequate
measurement
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Ideation:
Cultivate insights and generate ideas
The Innovation Cycle
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Experimentation:
Rapidly and iteratively prototype, simulate, and
test
Monetization:
Pilot and scale innovations
Portfolio
Management: Optimize
investment in
innovation
Strategy Formulation:
Articulate goals and guardrails
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Innovation Management Capabilities
1. Leadership and
Governance: Aligned, engaged,
and committed cross-
enterprise executives
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2. Measurement and
Tracking: Employ balanced
scorecard of leading
and lagging indicators across lifecycle
3. Talent and Culture:
Optimize competency development and
institutionalize a
‘culture of innovation’
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Innovation Management Capabilities
4. Allies and Partners: Accelerate and enhance
innovation-driven outcomes
through ecosystem collaborations
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5. Enablers and Infrastructure: Leverage innovation lifecycle
management platforms and
capability enhancement solutions
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Four Innovation Strategy Archetypes
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Technology Innovation
(degree of departure from existing technologies)
Market Innovation(degree of departure from existing
customers/markets)
Stakeholder Innovation
(degree of departure from existing
allies/partners)
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Maintain customer satisfaction and profitability
by improving offerings and capabilities
The Optimizer
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Derivative or incremental
Use existing or improved technologies
Employees interact with existing customers
and markets
Outside-in open innovation, licensing, and
selective co-innovation with suppliers and strategic partners
Innovation Bias
Technology Strategy
Market Interaction
Ecosystem Emphasis
Focus
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Invest in new technologies to refresh
offerings and capabilities
The Explorer
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Adjacent
Use radically new technologies
Employees complemented by external
innovation providers with existing customers and markets
Outside-in open innovation and co-innovation
with research organizations and emerging technology companies
Innovation Bias
Technology Strategy
Market Interaction
Ecosystem Emphasis
Focus
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Reach new customers and create new
markets
The Transformer
Adjacent
Use existing or improved technologies
Employees complemented by value chain
partners with new customers and markets
Inside-out open innovation and co-innovation
with customers, suppliers, partners, and companies in other industries
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Innovation Bias
Technology Strategy
Market Interaction
Ecosystem Emphasis
Focus
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Displace competitors in markets new to the
company and/or create new industries
The Revolutionary
Breakthrough and disruptive
Use radically new technologies
Employees complemented by external
innovation partners and supply chain partners with new customers and markets
Outside-in and inside-out open innovation and
co-innovation with customers, suppliers, competitors, companies in other industries,
and startups
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Innovation Bias
Technology Strategy
Market Interaction
Ecosystem Emphasis
Focus
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Start Your Innovation Engine
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To survive in the digital age, enterprises will have to
transform quickly
You need to generate new ideas for products, services,
business models, and customer experiences rapidly –and convert these ideas to realize meaningful value
Institutionalizing the right innovation management
capability is essential and begins with understanding what you seek to achieve through innovation
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13Copyright © 2016 Tata Consultancy Services Limited
Digital Age Transformation: Building a High-performing Innovation Engine
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