Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
S-72.3510 Product Development of Telecommunication Systems Workshop 2008 Services Technology These slides available at http://tll.tkk.fi/en/node/487 Market Techno -economics Services Today Technology • Workshop program and methods • Vilant Systems Ltd: – Company overview – Introduction to RFID – Problem frameworks for groups • Division of group works and practicalities Contacts: Ville [email protected] [email protected] [email protected] Market Techno -economics Workshop objectives • To acquaint oneself to real-life business process • Learn product development process practicalities • Learn to work together • Learn presentation skills • Learn to work with references Workshop outline • Workshop tasks & reports prepared in groups starting from problem framework • Follows Innovation in a Week - method • Tutoring arranged by joint effort of ComNet & Vilant Ltd. • Earlier Workshops arranged by Elisa, Telia, Ericsson, Satama Interactive, Sonera, Teleste etc. • Earlier workshop topics: Prepaid Calling Cards, Wi-Fi Networks, Company Customer Relation Management (CRM) system design, Video Surveillance Services ... Outline… • Groups produce business case concepts – Service description – Business case analysis – Technical solutions • Striving to fit everything to partner company strategy Monday 21.4 Tuesday 22.4 Wednesday 23.4 Thursday 24.4 Friday 25.4 9-12@S1 •ComNet: Workshop method •Vilant: Company overview & Problem frameworks •ComNet: Groups & Tools Innovate the problem •brainstorming •mind-mapping •Long list of solutions 9-14 hrs @E208b Vilant Ltd. checkpoint Develop •idea •case Preparing presentation •product /Service Description •marketing plan (Annex II & III) Lunch break Lunch break Develop •business case •technoeconomics 12-17@S5 Presentations & Industry partner feedback 12-13 hrs Lunch break 13-17 hrs Innovate the problem •divide tasks •search main references Lunch break Innovate the problem •double teams •Prepare to checkpoint Develop •Detailed design •Business case details •Customership special requirements •Vilant Ltd. requirements Problem framework • Early-phase product development problems are not necessarily well-defined – there is a problem framework that is a description of interconnected elements • Development teams strive to find applicable solutions; examine and validate the most promising solution(s) - in detail as possible • In workshop group formation objective is creativity boosting: groups should be multidisciplinary! Group participants need not to know each other beforehand • Note: Don’t forget to map risks relating to your solution and tell why you selected the particular solutions Methods • Modified Satama Interactive’s Innovation Space = Innovation in a week! Mon Tue Wed Thu Fri Decision Innovate Innovate Develop the the problem problem Develop Present customer check points • To cultivate your work apply Brainstorming and various other methods of ideation as Mindmapping, Fish bones etc. as explained later Innovation Space • Monday: First focus on problem: understanding the problem framework - don't focus to a single solutions • Tuesday : Groups generate long list of solutions, Continue innovating the problem - double teams • Select the most import solutions to focus on and prepare for customer check point. Start preparing idea document & business case • Wednesday : Present and discuss your case candidates in customer check points • Thursday: Evaluate solutions and prepare presentations – applicable solutions - conclusions from check point? – risks and how to get quality to your process outputs - focus on development/production & target product/service – degree of innovativiness - market potential & long run business vision • Friday: Group presentations & customer feedback discussions Deliverables 20 18 Hinnoittelusopimusten hallinta 5.3.6 Katso sopimuksia 16 5.3.1. Katso tilauksia Tilausjärjestelmä 14 12 Ennakkomaksujärjestelmä 5.3.4. Katso ennakkomaksutilannetta 10 Verkkokaupan asiakas Series1 5.3.2 Katso laskut ja käteisostot 8 <<extend>> 6 5.3.4.1 Maksa ennakkomaksu Agribonus- ja asiakashallinta järjestelmä 4 2 5.3.2.1 Katso laskun tarkennus Agrirahajärjestelmä 5.3.5 Katso Agriraha-tilannetta 0 Agriraha-asiakas 1 Kanta-asiakas 2 3 4 5 6 5.3.3 Katso Agribonus-tilannetta Idea What, why, context Case Business Case How a solution is used in practise - examples Business effects and reasoning Concrete deliverables are necessary to evaluate the concept! Deliverables Group reporting: summarizes workshop results idea document: context; who, where, why and when will use the innovation case: cartoon or story; one example that explains the core idea - How solution is used in practice business case: analyze business case: efficiency, production timetables, if this changes something, what happens in business: list assumptions and how and why the figures were obtained Group submits two reports: Company’s report: solutions, application guidelines, bases for solution, solution risk and quality estimate (follows ‘up-front homework’, next slide) Innovation workflow: problem framework, identified key issues, usage of ideation methods, rejected ideas, (rejection) arguments, discussions Up-front Homework: The First Phase 1. A preliminary market assessment: a quick scoping of the marketplace to assess market existence, probable market size, and expected product definition; this is largely detective work: desk research; assessing available public and commercial databases, reports, articles, etc.; utilizing in-house information and people; contacting a few lead users. 2. A preliminary technical assessment: a quick technical appraisal to propose a technical solution, map out a probable route, and assess technical costs, times, and risks; this work is a largely conceptual: technical literature search; utilizing in-house technical expertise; brainstorming and creative problem-solving sessions; reviewing competitive product solutions; drawing on technical gurus outside the firm. 3. A preliminary business assessment: a quick financial assessment (e.g., payback period) based on very rough estimates of sales, costs, and investment required; a cursory legal assessment; and a quick risk assessment. For larger and more complex projects, many firms build in a second and more derailed homework phase, namely a detailed investigation stage, prior to development. from: Overhauling the New Product Process, Robert G. Cooper, Industrial Marketing Management 25, 465-482 (1996), © Elsevier Science Inc., 1996, 655 Avenue of the Americas, New York, NY 1O010, O019-8501/96/$15.00: Techno-economic Analysis • Inputs – scenario analysis – geographical service areas – customer segments to be served – services to be provided – technology to be used to provide the services – market characteristics • Bases: – Literature studies – customer interviews – technology modeling/simulations Environmental Service Regulatory Technology • Estimates… – OPEX & CAPEX – level of competition in the market – Penetration rates of different throughput classes – Price evolution of • service tariffs • network modules/components Example: Scenario Attributes for a telecommunication network development Working in groups • Divide tasks – To look for further references in • Technology • Customership • Services • Market • Techno-economics (what is calculated and how) • To think which methods to use • Take notes in meetings, photographs • List key concepts that can be used when searching further references Special Notes in Reporting • Carefully document applied methods used to obtain your solutions • Document intermediate steps in your path to your group’s solution(s) - this is required especially for Innovation Workflow - report • Strive to verify quality and risks of your solution • Report especially – Why final solutions were selected! – Report/analyze your solution as in-detail as you can to verify your claims! S-72.3510 Product Development of Telecommunication Systems Annexes Project Plan Annex I • Plans – Timetable • Executive Summary – Resource plan and resource profile • Basic Information Briefly – Project Budget – Plans for Process • Sales Process • Delivery Process • Customer Care – Goal – Background – Market Situation • Goals – Project Target – Milestones – Description of features – Strategy • Project Tasks – Product Planning and Specification – Testing – Service Implementation and Provisioning – Product Launch – Internal Support Function Project Plan (cont.) Annex I • Project Organization – Organization plan • Project Tasks – Project Management – Roles, Responsibilities and Power – Product Planning and Specification – Principles of Reporting and Communication – Testing – Service Implementation and Provisioning • Quality – Quality Goal and Strategies – Evaluation – Product Launch – Processes in project – Internal Support Functions • Risks • Project Completion – Phase 2 • References Product/Service Description • • • • • • • General Service overview Service components and features – Service platform(s) (features, GUI) – Standard/optional features – Access (backbone, access, subscriber line) – Capacity – Addressing – Availability: definition, limitations Technical solution – Hardware/software – Placing: customer premises/network equipment… Pricing, costs and marketing information (more in marketing plan) – Customer segments – Sale channels – Billing – Advertisement plan – Installation/connection costs – Outside Equipment Manufacturers (OEM)? Product support – O & M Additional technical information – Where does the competitive edge comes from? – Market placement: Existence of similar services? Annex II Annex III Marketing Plan • • • • • • • • • OVERVIEW – short description of – Business goals – Market description (players/size/development) SERVICE – Describing name (note the difference to existing services/products) – Service content – Description of Competitive Edge – Pricing formation/strategy (time-line/customer segments) SERVICE/PRODUCT HIGH-LIGHTS – Core features creating cornerstones of marketing communication MARKET SITUATION – Competitors and their services (make a map: price vrs quality) – Marketing strategy (Project launching, target segments, timing) MARKETING COMMUNICATION – Flavour: Attacking/informative/defending/supporting – Goals: Image/credibility/user friendliness/ technical advancement/functionality TARGET SEGMENTS – Service/product placement in current/forthcoming market – Customers (consumer/business/geographical availability) SALE CHANNELS CUSTOMER SERVICES MARKETING BUDGET Apply SWOT!