Nokia crowdsourcing pia erkinheimo

Pia ErkinheimoHead of CrowdsourcingConcepting & Innovation

Crowdsourcing at Nokia

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Concepting & InnovationMay 2011

Company Confidential © 2011 Nokia Crowdsorucing at Nokia

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

Open Innovation

User InnovationCo-Creation

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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

CONCEPTING &

External Companies

Partnering, “Extended Enterprise”

IDEA GENERATIONin-unit/cross-unit/external

& GTM DIFFUSION & GTM GTM , localise, scale

CONCEPTING & GAME PLANNING

screening and initial funding/from idea to results


6 Company Confidential © 2011 Nokia IdeasProject2.0]

DemocratisingInnovation

R&D Department of Millions

Nokia is looking for all kinds of innovations

Business Model

Innovation

Biggest Pay-Off

Least likely to succeed

Suited to unstable markets

More valuable than product innovation

More likely to succeed

Product Innovation

Process Innovation

Friendly to course-correction

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

Idea Crowdourcing as part of enterprise social media strategy

8 Company Confidential © 2011 Nokia Crowdsorucing at Nokia

Ramping up the Nokia crowdsourcing capability

Marketing, dialogue with consumers

Passion for InnovationInnovation LeadershipCo-creationEmployer Branding

HearListen

ObserveTalk With

Be Authentic70%

20%

Internal External

Marketing, dialogue with consumers

Nokia Innovation Management

30%Co-Creation80%

Processes & PipelinesInternal CommunitiesRules of the Game


There are many interfaces to Nokia Crowdsourcing www.ideasproject.com

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

Partner platforms e.g.

Consumers Enthusiasts Start-ups

Developers

sphere.nokia.com (internal)


Various Audiences makes Nokia Crowdsourcing Alive

Operators

Investors

Universitiesand research

Allliances Lead Users

Communities

Consumers

Technology

trend setters

StrategyFIRE (Nokia Innovation

Partners(B2B Crowdsourcing)

Consumers

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Operators

Retail

Navteq

Googles,

Apples, LGs,

MediaTeks,

Etc.

Nokia Developers

Strategy

SourcingNRC

Innovation Community)

WP / Smart

Devices

Meltemi, Mobile Phones

Services Portfolio

Management

Care

Nokia

(B2B Crowdsourcing)

Marketing –

Consumer Analytics

and Insights

FUTURE DISRUPTIONS

Great benefits of open innovation and crowdsourcing

•Speed the development of new products, services, apps -> increased revenues and market share

•Shorten time to market for new products, services, apps and accelerate profits

•Tap in to disruptions outside stated strategy

•Improve the success rate of product, services, apps and invite the audience to promote products and services

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It is also about: • Buiding brand association and brand stickiness – profiling the company

•Turning openness and transparency into an business opportunity

• Open, direct and honest discussion with the whole ecosystem; customers, developers, partners, NGOs, Universities, Society

• Challenging ”status quo” in-house (internal R&D)

• B2B co-creation

• Hearing & listening consumers’ voice, it’s about caring and giving individual attention to our customers

• Empowerment and Communities � Connecting People


Collaboration is based on semantic serendipity

13 Company Confidential © 2011 Nokia IdeasProject2.0]

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/ 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


The Crowdsourcing “Process”

Sea of Ideas Sea of Ideas Sea of Ideas Sea of Ideas

Setting the scene and rulesAwareness raising, Marketing

Facilitating, Responding

Harvesting the ideas Approx 200 ideas by “wisdom of the crowds” rating

All ideas

CommentsDialogues, teaming around ideas

“likings”, votes

Statistical analysis *

Coaching, Dialoguing

Decisions by Business Owner/s

“Nokia Firsts”“Industry Firsts”

Harvesting the ideas

Selecting the finalists

Approx 200 ideas by “wisdom of the crowds” rating

Approx 6-12 after harvesting go to finals

Decision making

“concepts”

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

“What happens to the idea?”

To other ideators in thecommunity

Nokia Developers

World

Your idea finds its way.

Your Idea

Let’s make digital art out of ideas!

NokiaR&D, NRC

Nokia business development

decision makers

Nokia Strategy & Consumer Analytics &

Insights professionals

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Co-creation partners e.g. operators,

content providers,

universities, NGOs


It Takes Two to Tango:Consumers and

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Consumers and Nokia Developers


Clear strategic goal: Bringing developers closer to consumers

The opportunity

Opening the dialogue between consumer and developers is the source.

Nokia can leverage developer brand, authenticate brand essence to fuel innovation.

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innovation.

Nokia connects people with ideas to those who can make things happen.

This will create rich participation in the app ecosystem, thus creating wider and deeper developer relationships

Let’s empower dialogue between consumers and developers.


20115000 members10 000 ideas from crowd

By the end of

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10 000 ideas from crowd10 000 000 page views


Team

Pia Erkinheimo Ali PitkänenSenior Manager, Crowdsourcing

Heli Haapkylä, Karoliina Harjanne, Community Manager

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Pia ErkinheimoHead of Crowdsourcing

Valerie BuckinghamDirector, Nokia Developer Brand Management “Business co-owner” of www.ideasproject .com

Senior Manager, Crowdsourcing& Innovation

Manager, Crowdsourcing

Community Manager

Additional ppts


WE BELIEVE.

Connecting people to whatmatters and empowers them tomake the most of every moment

WE PROMISE.

Nokia will empower everyone toshare and make the most theirlife by offering indispensablepersonal experiences


Every idea counts

Your Idea

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NOKIA

Idea


Nokia crowdsourcing pia erkinheimo

Education

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