innovation, foresight and business design assignment
TRANSCRIPT
Assignment #2
Innovation, Foresight and Business Design
Joanne’s Life In the Fishbowl
FISHBOWL MAPPING
TEST LABEL
Stage 1) Mapping the Process
Joanne
Joanne
I am just trying to live the best life that I can…
Stephanie Josh
Peers
Work
Friends
Spouse
Home
Car
Neighbours
Community
School
Joanne’s Priorities
Joanne
My family comes first and foremost…
JOANNE\
Stephanie Josh
School drives
Grocery shopping
Peers
TVSales
Cooking
Budgeting
Fresh food Savings
Markdowns
Personal
marketing
Service
package
Appliances Media
device
Computer
Clothing
Accessories
Playlists
Desired content
Purchases
User
upload
Monetary reward
Discounts
Work
Friends
Spouse
Home
Car
Neighbours
Community
School
Joanne’s Activities
Joanne
So many things to do…
Stephanie Josh
School drives
Grocery shopping
Fishbowl
Smartphone
Sensors
Cameras
Location
awarenessMotorola
enabler
Car
Peers
Collector
Shopping
cart docks
Soup
Toothpaste
House
brands
Private
labels
TV
TV
Sales
Software
Cooking
Budgeting
Fresh food Savings
Markdowns
Personal
marketing
Service
packageMarketing
agencyIP
Day planner
Virtual
translator
Behaviour
tracking
Interface
Services
Appliances Media
device
Computer
Clothing
Accessories
Context-
aware apps
E-books Playlists
Desired content
Purchases
Data set
User
upload
Monetary reward
Discounts
Work
Friends
Spouse
Home
Car
Neighbours
Community
School
Joanne’s Fishbowl (Service Environment)
Joanne
I do not know who is following my trail…
Stephanie Josh
School drives
Grocery shopping
Fishbowl
Sprint CingularMotorola
Smartphone
Sensors
Cameras
Location
awareness
Smart TagsVerizon
Data buyersVodophone
O2
Orange
Motorola
enabler
Car
Government
Peers
Vendors
Walmart
Collector
Super
marketer
Network
Pop-up
programShopping
cart docks
Retailors
Suppliers
Salespeople
Products
Soup
Toothpaste
House
brands
Private
labelsOffice Depot
Kroger
TV
TV
Sales
Other
consumers
Strategic
partners Target
Supercenter Software
engineers
Supermarketer
network
Software
Cooking
Budgeting
Fresh food Savings
P & G
Nabisco
Markdowns
Personal
marketing
Service
packageMarketing
agencyIP
Day planner
Virtual
translator
Behaviour
tracking
Interface
Services
Appliances Media
device
Computer
Clothing
Accessories
Context-
aware apps
Silent
commerce
Hyperlinks
Personal
digital
contextE-books Playlists
Public
digital
context
Public
domain
Fixtures
Desired content
Purchases
Data set
Enabled data
companies
User
upload
Wireless operator
Monetary reward
Discounts
Work
Friends
Spouse
Home
Car
Neighbours
Community
School
Joanne’s Ecosystem (Industry Landscape)
Joanne
I need to trust businesses to respect my privacy…
Stephanie Josh
School drives
Grocery shopping
Fishbowl
Sprint CingularMotorola
Smartphone
Privacy
Sensors
Cameras
Location
awareness
Data management
Data filtering
Smart TagsVerizon
Data selling
Information systems
Law compliance
Trusting relationship
Data buyersVodophone
O2
Orange
Motorola
enabler
Car
Government
Technology
Software platform
Automation
Sensitivity
User-owned data
User-operated
Position logs
Control
Access
Peers
Vendors
Walmart
Collector
Super
marketer
Network
Pop-up
programShopping
cart docks
Retailors
SuppliersMarketing
Product development
Brand positioning
Target marketing
Advertising
Focus groups
Manufacturing
Logistics
Store-level management
Value-added marketingROI
Salespeople
Consumer education
Products
Soup
Toothpaste
Brand awareness
Loyalty
House
brands
Private
labelsOffice Depot
Kroger
TV
TV
Sales
Other
consumers
Strategic
partners Target
Supercenter
Beta testing
Customer observation
Pricing
Shopping habits
Brand preference
Consumer patterns
Software
engineers
Supermarketer
network
Software
Intelligent agent
Inventory
Vendor promotions
Real-time offers
Direct promotion
Cooking
Menu options
Value for money
Budgeting
Time saving
Directions
Fresh food
Freshness IdentificationPurchase
history
Savings
Savings
Market share
P & G
Nabisco
Markdowns
Intelligent target marketing
Personal
marketingBundling
Endorsements
Service
package
Customer reactions
Marketing
agencyIP
LicensingDay planner
Virtual
translator
Behaviour
tracking
Personalization
Voice activation
Interface
Voice operation
Touch screen
Services
Item disuse
Appliances Media
device
Computer
Clothing
Accessories
Information hub
Data interpreter
Context-
aware apps
Interconnected world
Silent
commerce
Hyperlinks
Personal
digital
context
Data recording
Transactions
E-books Playlists
Programmable keys
Preference data
Programmable keys
Public
digital
context
Public
domain
Public consumption
TranslationTransmission
Wisdom
Fixtures
Desired content
Personalized criteria
Subscription
Purchases
Data transaction reader
Programmable software
Pre-settingData restriction
Data set
Recommendations
Enabled data
companies
Census
User
upload
Wireless operator
Demographic profile
Monetary reward
Discounts
Work
Friends
Spouse
Home
Car
Neighbours
Community
School
Joanne’s Control Panel
Joanne
I have full control
Stage 2) Business Model
Privacy
Maintain privacy, enhance tech
experience
Track activities, share only desired
information
Fishbowl program (enabled data)
Use Fishbowl to manage data
Turn on data enabler, manage
and sell data
Gives privacy, but addresses her
family aspirations
Joanne is willingly managing & sharing
her personal data
Gain market share without advertising
Manages privacy and enhances tech
interactions
Saves money and works for Joanne
and her family’s life
Value of time and money while controlling
privacy
Innovation Behaviour Mapping: Overview of Joanne’s Experience
Desire: Privacy
A desire for privacy generates the business
Joanne’s motivation for behaviour
Leads to goals Joanne sets
Desire shows who Joanne wants to become
Desire for a better experience of life
Privacy is a motivating desire leading to goals
Joanne’s desire for privacy is the root cause of change
Desire to become something else and shape her life
What Joanne can become in the future
Resides in Joanne’s human
motivation
Maintain privacy, enhance
experience with tech
Articulated goals are her
wantsWhat she
wants to do
Desire for privacy
establishes goals
Goal satisfaction: maintain and
enhance
Goals establish Joanne’s
motivation
Latent imagination
of an innovation outcome
Can embrace new technology and result in disruptive innovation
Leads to the behaviour of use
Makes things part of everyday life actions and modifies life in all
aspects
Seeks media for better self
What Joanne wants to do
Goal-oriented behaviour
Success of company resides on understanding motivation
If media matches motivation, leads to behaviour
Joanne’s motivation: Track her activities, share only desired
information
Media: Fishbowl (Enabled Data)
Value is implicit , creates action
A sustainable product needs to have value for Joanne every time
Fishbowl is a platform providing new forms of value to Joanne
Joanne will constantly seek higher media to satisfy her goals
Fishbowl program: enabled data
Joanne is searching for media to navigate data collection and
engage with technology
Helps Joanne become a better self
Businesses create and distribute media for behaviour manifestation
Technologies, products, and services Joanne manifests in present what she
wants, who she is, what she can become
Design makes media suitable for behaviour
Medium is mode of Joanne’s action
Behaviour
What Joanne can do
The reaction in response to stimuli in the environment
Joanne uses Fishbowl to manage her data and how it is used
Joanne will engage in behaviour as her motivation matches the media
Behaviour comes from human motivation, is goal directed and involves action
Variables and constraints define Joanne’s actions
The Fishbowl medium is a mode for Joanne’s action
Actions involve transaction points where value is exchanged against money or time spent in the
performance of actions
Maximizes opportunities and minimizes threats
Joanne turns on the data enabler and can manage and sell data to interested parties
What Joanne will do (voluntary actions)
Relationship
Joanne’s satisfaction builds a relationship
Satisfies her goals (maintain privacy and
enhance tech experience)
Can manage privacy with Fishbowl and enhance
tech interactions
Compels Joanne each time and maintains action
New compelling experience sustains the business
Experiences altered by context created from
previous behaviour cycle
Once Joanne is aware she demands more
Satisfaction
Compels Joanne each time she uses it and creates value
Satisfies Joanne’s goals to manage privacy and enhance
her tech interactions
Meets her desire for privacy, with goal to manage her data
and its use
Perception of saving money
Works for Joanne and her family’s life
Allows Joanne to take advantage of technologies available
She has exclusive access and control of data recorded
Need to constantly give Joanne what she wants
She gets more value for her money ands saves
time in the store
Value exchanged when behaviour engages
technology in an innovation outcome
Joanne sees new products as valuable for
her current context
Value of Fishbowl media is Joanne’s continuous actions leading to a
relationship
Value is implicit and creates action
Relationship & satisfaction to create value, sustaining
the business
Started in Joanne’s desire for privacy
Value As Media
Business Activity
Source of successful innovation outcomes to transform markets, focusing on the future
Economic exchange action creates the business, new compelling experiences sustain it
Business model design examines how Fishbowl ‘s value proposition is a dynamic media for Joanne
Create media for behaviour manifestation and transformation (new interactions, exchanges, and behaviours)
Create products which manifest what Joanne wants (privacy), who she is and her aspirations as a mother
Knowledge of initiating, managing and monetizing the creation of culture
Business Disruption
Enablers observe Joanne’s behaviour (habits,
preferences). Super marketer can give her real-time offers and promotions
Companies gain market share without more
advertising spending; encourage brand loyalty
Joanne’s behaviour engaged with Fishbowl’s technology resulted in an innovation outcome
(disruptive business model)
Behaviour reshapes Joanne’s values, creates new transactions with
companies and changes meaning & metrics of
economy
Behaviour Disruption
Joanne’s participatory behaviour is a manifestation of innovation as a behaviour outcome (trigger for innovation behaviour cycle)
Innovation is the dynamic behaviour outcome transformation that manifests itself
Disruption is a behaviour outcome that starts a new behaviour cycle
Joanne is managing and sharing her data with companies using Fishbowl media
Software development, data
management
Joanne: privacy control; business: market share, $
Subscriptions, royalties, software,
phone sales
Manage privacy, save time and
money
Wireless operators offer subscription via smartphones
Customers can include existing and potential new ones
Value of time and money while
controlling privacy
Software developers, IP,
marketing, design
Collect, filter user information, target
promotions
Wireless carriers, retailers,
manufacturers
Business Model Overview
Key Activities (Capabilities)
Observe & collect user information (habits, preferences, location, pricing)
Develop user profiles
Develop a network of retailers, carriers, users and data buyers
Filter user data from enabler against variables (inventory, promotions, and marketing) to make direct real-time offers and promotions to
consumers
Create bundles, endorsements and value added packages
Translate and transmit information, collect smart-tagged data
Partners
Music and e-book companies
Clothing companies
Accessory makers
Location proximity companies (ex. Google
Earth)
Retailers and data buyers
Applicance, media devices and computer manufacturers
Government
Wireless carriers
Payment providers
Software developers and engineers
Marketing (B2B and B2C)
Design
Potential IP
Data management software
Network within wireless and retail space
Supermarketer Network
Fishbowl Resources
Fishbowl Program Costs
Software development
Advertising to consumers to
encourage enrollment
Costs to recruit business partners (ex. carriers, retailers)
Data management and location data provider costs
Joanne enhances her technology interactions by controlling her privacy but also getting value for
money ands time
Joanna’s relationship & satisfaction with Fishbowl create value, sustaining the business
Rooted in Joanne’s desire for privacy, with Fishbowl giving her control (media, behaviour, action align)
Proposition
Customer Relationships
Embedded in Joanne’s relationship with Fishbowl and her actions of using it in her daily
activities with businesses
Joanne can control her privacy and save time and money
Engagement occurs via Fishbowl data enabler, where companies
can target promotions to Joanne
Fishbowl enhances Joanne’s technology interactions
Distribution Channel
Associated with smartphone
channel
Fishbowl data management software: customer programmable software platform
with enabler technology
Wireless operators offer users a subscription
Information transferred via cars, sensors, cameras, etc.
Joanne’s Role As A Customer
Businesses need to align with Joanne’s desires, goals and motivations
Customers can include existing and potential
new ones
Businesses can keep customers who are willing
to buy products at full margin and encourage
brand loyalty
Companies can use markdowns privately to
individual customers they want to target most
Fishbowl Revenue ModelSprint: charges for data
uploads via subscription to Fishbowl Service
Motorola: charges for data management software and gets revenue from phone sales and system royalties
Carriers: pay royalties to subscribe to Fishbowl data
management system (brokered transactions)
User: subscription fees but saves money themselves
and may spend more
Results For Joanne and BusinessesWith Joanne sharing more data, businesses can provide
value to her (perceived savings of time and money while she controls her privacy)
Companies can gain market share without spending on traditional advertising
Loyal customers do not require promotions: businesses can maintain full margin and brand loyalty
Limits markdowns and sales, using markdowns privately to some customers businesses want to target most
Enabler can be used to individually market based on knowledge of previous consumer habits
Creates a demand for IP creation and licensing opportunities
Joanne’s Journey
Joanne Is In Control!
I am living the life that I want