Avatar-Based Innovation and the Ideation Quest
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Avatar-Based Innovation
Using Virtual Worlds for Real World Innovation
Thomas Kohler, Kurt Matzler, Johann Füller
University of Innsbruck :: Department of Strategic Management, Marketing and Tourism
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Armed with new connective tools, consumers
want to interact and co-create value... Prahalad and Ramaswamy, 2003
„“
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Background andOpportunities
1 2 3 4
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Virtual Worlds
Computer-generated physical space
Represented graphically in three dimensions
Experienced by many people at once
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Avatar
Virtual representation
Appearance - Looks- Clothing - Accessoires
Virtual Worlds
Open Innovation
Avatar-Based Innovation
=
+
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Opportunities Avatar Based Innovation
Integrating Open Innovation
Real-time Media Richness Interactive collaboration
Virtual Worlds
User-Generated Content
Native creativity Playful environment Freedom to experiment
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“
Dissolving Boundaries
They could use their virtual-world sensibility to design products with real-world potential
(Hemp, 2006)
„
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Cases and their Challenge
1 2 3 4
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Need identification and idea generation
Concept and design Test and launch
Alcatel-Lucent Innovation Competiton
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Need identification and idea generation
Concept and design Test and launch
Steelcase Chair Designs
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Need identification and idea generation
Concept and design Test and launch
Aloft Testing the Virtual Hotel
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The Challenge
< Participation
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Research Question and Research Design
1 2 3 4
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WHAT CREATES A
COMPELLING
CO-CREATION
EXPERIENCE WITHIN VIRTUAL WORLDS
?
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COMP
CO-CRE
EXPER
ELLING
ATION
IENCE
Virtual Worlds
Open Innovation
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Research Design
context
process users
Expert InterviewsCompelling co-creation process
Participant Interviews and Observation Compelling co-creation in virtual worlds
Focus GroupsCompelling virtual world place
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Participant Interviews - Practical Project
Idea Submission box vs. Compelling Co-Innovation Process
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Ideation Quest
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Sustainable living in 2020
The future motor biking experience
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Preliminary Results and Conclusion
1 2 3 4
Challenge
Desirability
Interactivity
Usability
Community
Challenge
Desirability
Interactivity
Usability
Community
Challenge
Desirability
Interactivity
Usability
Community
Challenge
Desirability
Interactivity
Usability
Community
Challenge
Desirability
Interactivity
Usability
Community
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Conclusion
New approach to interactive new product development
Necessity of creating a compelling experience
High level of interactivity and usability
Capitalizing on media richness and playfulness
Discussion