nokia idea crowdsourcing public to slideshare nov 11

Company Confidential

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Pia Erkinheimo Head of Crowdsourcing November, 2011

Listening to the Wisdom in the Crowds


Amazing Everyday by Nokia

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Amazing Everyday with Asha*

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* Hope in Hindi


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Amount of entries: ~ 6,200 entries from over 2,800 designers from over 70 countries

Likes: 166,000

Shares: 124,000

Visitors at nokiatune.audiodraft.com: 1,7M

Entries played on nokiatune.audiodraft.com: 13,5M

How to get Nokia Ringtone to your iPhone :

http://www.zedge.net/ringtones/4221/apple-iphone-4-ringtones/0-6-1-nokia%20tune/

http://blogit.tietokone.fi/ossi/2011/10/vinkki-nain-asetat-nokia-tune-dubstep-

editionin-iphonen-soittoaaneksi/ (in Finnish)

http://nokiatune.audiodraft.com

http://www.zedge.net/ringtones/4221/apple-iphone-4-ringtones/0-6-1-nokia tune/













http://blogit.tietokone.fi/ossi/2011/10/vinkki-nain-asetat-nokia-tune-dubstep-editionin-iphonen-soittoaaneksi/



















5 Company Confidential © 2011 Nokia IdeasProject2.0]

Democratising Innovation

R&D

Department of

Millions


Crowdsourcing is in the junction of Open Innovation and Social Media (Nokia Definition)

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Open Innovation Social Media

User Driven Innovation


Crowdsourcing defined by academic research

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Open Innovation

User Innovation Co-Creation

Crowdsourcing

Source: Modified from Schenk and Guittard, 2009


Innovation defined by Nokia

Source: Nokia Term Bank 2011


Portfolio approach to Open Innovation

Crowd- sourcing & co-creation

Peer-

production

External Companies

Partnering, “Extended Enterprise”

IDEA GENERATION in-unit/cross-unit/external

DIFFUSION & GTM GTM , localise, scale

CONCEPTING &

GAME PLANNING screening and initial

funding/from idea to results


Nokia is looking for all kinds of innovations

Product Innovation

Process Innovation

Business Model

Innovation

Biggest Pay-Off

Least likely to succeed

Suited to unstable markets

More valuable than product innovation

More likely to succeed

Friendly to course-correction

Source: Christian Hamilton, ILO: Speakers Series Feb 29 2008


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Idea Crowdourcing as part of enterprise social media strategy


Ramping up the Nokia crowdsourcing capability

Marketing, dialogue with consumers

Nokia Innovation Management

Passion for Innovation Innovation Leadership Co-creation Employer Branding

Hear Listen

Observe Talk With

Be Authentic 70%

30% Co-Creation

20%

80%

Processes & Pipelines Internal Communities Rules of the Game

Internal External

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13 Poetz & Schreier (2011): Baby products specialised company

Value of Idea Crowdsourcing

Novelty Customer Benefit

Feasibility (technical & economical)

Users

“Professionals”*

* marketers, engineers, designers User ideas scored somewhat lower in

feasibility but not so much that they would

constitute a barrier

Users ideas score significantly higher than by professionals –

more frequently rated as among the best on novelty and customer

benefit.


Ideators have multiple motivations to participate in crowdsourcing

Lead Users as ideators Normal Users as ideators

1 Intellectual stimulations Chance of getting new mobile phone or other technical device

2 Personal learning Making better products/ services

3 Seeing own ideas come true Change of getting a lot of money if my idea wins

4 Enjoyment and fun Seeing own ideas come true

5 Change of getting a lot of money if my idea wins

Knowledge exchange

Source: Harjanne 2011

Company Confidential © 2011 Nokia Crowdsorucing at Nokia


There are many interfaces to Nokia Crowdsourcing

Consumers Enthusiasts Start-ups

Developers

www.ideasproject.com

www.ideasproject.com/mobile mobile-friendly site for iPhone, Android, Symbian3 WP7 working in progress

Partner platforms e.g. www.openideo.com

www.somepitching.com

http://www.pushsnowboarding.com/

Internal Nokia Sphere http://sphere.nokia.com

http://sphere.nokia.com/index.jspa

http://www.ideasproject.com/

http://www.ideasproject.com/mobile

http://www.openideo.com/

http://www.somepitching.com/

http://www.pushsnowboarding.com/

http://sphere.nokia.com/


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It’s a genuine audience in social media

Own Media Earned Media

Paid Media


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Collaboration is based on semantic serendipity


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PUSH PULL

People are creative.

“I have an idea, I’ll share it and see if anyone hears me!”

“There is a problem, a challenge, to solve and I’ll ask help of many.”


Various Audiences makes Nokia Crowdsourcing Alive

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Operators

Investors

Universities and research

Allliances

Retail

Navteq

Googles, Apples, LGs, MediaTeks,

Etc.

Lead Users

Communities

Consumers

Technology trend setters

Nokia Developers

Strategy

Sourcing NRC

FIRE (Nokia Innovation

Community)

WP / Smart

Devices

Mobile Phones

Services Portfolio

Management

Care

Nokia

Partners (B2B Crowdsourcing)

Consumers

Marketing –

Consumer Analytics

and Insights FUTURE

DISRUPTIONS

CTO


“What happens to the idea?”

To other ideators in the community

Nokia Developers

World

Nokia R&D, NRC

Nokia business development

decision makers

Nokia Strategy & Consumer Analytics &

Insights professionals

Your idea finds its way.

Your Idea

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Co-creation partners e.g.

operators, content providers, universities, NGOs

Let’s make digital art out of ideas!


The Crowdsourcing “Process”

Decisions by Business Owner/s

“Nokia Firsts” “Industry Firsts”

Sea of Ideas

Setting the scene and rules

Awareness raising, Marketing

Facilitating, Responding

Harvesting the ideas

Selecting the finalists

Approx 200 ideas by “wisdom of the crowds” rating

Approx 6-12 after harvesting go to finals

All ideas

Comments

Dialogues, teaming around ideas

Decision making

“concepts”

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“likings”, votes

* text mining, clustering & regression analysis, data visualisation with neuro networks

Statistical analysis *

Coaching, Dialoguing


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It Takes Two to Tango: Consumers and Nokia Developers



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There are no pure users or pure developers

Consumers Enthusiasts Hobbyists Start ups Developers


Target Audience. There are no pure users or pure developers. Audiences exist along the spectrum reflecting our involvement, capacities and investment. We are all ideators, we are all part of the wisdom of the crowds.


Next Steps October 2011 … is • Create4Millions @ Nokia World • Education for All with UNESCO • N9 Challenge! • Apps for Women with • Visualising Open Data @ Picnic with Forum Virium and HWDC 2012 • Please read IdeasProject Whitepaper “The promise of

Crowdsourcing – Benefits, Contexts, Limitations”

by Aitamurto – Leiponen- Tee

By the end of 2011 …to understand more about • the relationship between amateurs and professionals • data visualisation • statistical methods in idea harvesting • the business case • Russian, Finnish, Spanish, French, Arabic behavior • how to crowdsource creative work e.g.

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25 Company Confidential © 2011 Nokia Nokia Crowdsourcing

Ideas are the currency of the future.

BUT - People are more important than

ideas.


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Thank you.

FB: Erkinheimo Pia Twitter: PiaErkinheimo

[email protected] +358 50 487 1417

IdeasProject in FB, Twitter – too.

mailto:[email protected]


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IP in service ecosystems

In areas where innovations are moving away from high-level system designs (e.g. computer manufacturers, phone manufacturers) and their proprietary components, to new ecosystems e.g. based on services, the question of intellectual property rights in the traditional sense can become less relevant. Either way, firms should strategically maximize the value of IP rather than maximizing the control of IP.

(Pisano 2006 modified by Aitamurto-Leiponen-Tee 2011)