Siemens Corporate Technology | Business Excellence 2014
Open Co-Ideation @ Siemens
An Innovation approach to connecting an organizations‘
knowledge and creativity
Presented @ Innosite Conference, København | Christoph Krois
Unrestricted © Siemens AG 2014. All rights reserved
Win the future with innovative business models
in complex business ecosystems
Content
Siemens – a short introduction
Who are we ?
Open Innovation @ Siemens
What is it and why does it matter ?
Open Co-Ideation example @ Siemens
Data-driven Services Contest
Key Takeaways
Questions ?
Page 2
September 2014
Corporate Technology
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Siemens –
a short introduction
Page 3
September 2014
Corporate Technology
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Siemens is organized in 4 Sectors: Industry,
Energy, Healthcare and Infrastructure & Cities
Siemens: Facts and Figures
Siemens sectors
Industry
Key figures FY 2013
Energy
Divisions
• Industry
Automation
• Drive
Technologies
• Customer
Services
Divisions
• Power
Generation
• Wind Power
• Energy Service
• Power
Transmission
Healthcare
Divisions
• Imaging &
Therapy Systems
• Clinical Products
• Diagnostics
• Customer
Solutions
Infrastructure
& Cities
Divisions
• Rail Systems
• Mobility & Logistics
• Low and Medium
Voltage
• Smart Grid
• Building
Technologies
• Sales:
~€ 76 bn.
• Locations:
In 190
countries
• Employees:
~362,000
• R&D
expenses:
~€ 4.3 bn.
• R&D
engineers:
~29,800
• Inventions:
~8,400
• Active patents: ~60,000
~€ 19 bn.1)
~€ 27 bn.1)
Corporate functions
Corp. Finance
Corp. Technology
Corp. Development
…
~€ 14 bn.1)
~€ 18 bn.1)
Corporate Technology
1) Sales in FY 2013
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September 2014
Corporate Technology
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Siemens Corporate Technology
fulfills 3 missions within Siemens
Siemens: Facts and Figures
Siemens sectors
Industry
Energy
Divisions
• Industry
Automation
• Drive
Technologies
• Customer
Services
~€ 19 bn.1)
Divisions
• Power
Generation
• Wind Power
• Energy Service
• Power
Transmission
~€ 27 bn.1)
Corporate functions
Corp. Finance
Corp. Technology
Corp. Development
…
Healthcare
Divisions
• Imaging &
Therapy Systems
• Clinical Products
• Diagnostics
• Customer
Solutions
~€ 14 bn.1)
Infrastructure
& Cities
Divisions
• Rail Systems
• Mobility & Logistics
• Low and Medium
Voltage
• Smart Grid
• Building
Technologies
~€ 18 bn.1)
Corporate Technology
3 missions of CT
§ Secure the
technological and
innovation base of
Siemens
§ Secure the
technological and
innovation future of
Siemens
§ Support Siemens as
an integrated
technology
company
1) Sales in FY 2013
Page 5
September 2014
Corporate Technology
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Corporate Technology provides leading-edge
methods for a systematic approach to innovation
Identify Trends, Scenarios
& Technologies
Determine Innovation Focus &
Understand Eco System
Develop Business Model &
Realization Plan
Incorporate existing obvious and
unobvious expertise & creativity
A systematic & combined approach to innovation increases
chances of market success
Source: Business Excellence / top+
Page 6
September 2014
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Open Innovation @ Siemens
Why does it matter ?
Page 7
September 2014
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Joy‘s law
“No matter who you are, the
smartest people work for
someone else”.
- Bill Joy
Joy’s law, named after the co-funder of Sun Microsystems
Page 8
September 2014
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Open Innovation has a long history @ Siemens1) –
a Web2.0 supported approach is a new discipline
~1900
2008
First university
cooperation
Open Co-Ideation
Contests
STA & TTB
First lead customer
workshop
Management of
employees' ideas
TechnoWeb2.0
First centers of
Competence
Scouting/
InnoPortal
E-Broker
Traditional innovation mgmt. rules
New options in the "Open Innovation" game:
Focus on bilateral partnerships
Use unobvious sources
§ Workshops or mailboxes as frame for
ideation
§ IT-based methodologies ("Web2.0")
§ Limited speed of network dynamics
§ Enhanced speed in the dynamics of networks
§ Default: Maximize IP protection
§ Balance between IP protection and openness
Source: Business Excellence / top+
Page 9
September 2014
§ New levels of scalability
1) Selection of examples is not exhaustive
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Changing demands in the business world
ask for new approaches
Solutions
Typical Challenges
§ Need for matured Ideas
§ Need for collaboration
§ Need for higher efficiency of
innovation process
§ Cost pressure
§ Faster time to market
§ Reduce non-conformance cost
§ Need for higher decision acceptance
Source: Business Excellence / top+
Page 10
September 2014
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Open Co-Ideation approaches
@ Siemens
What is it and why is it driving Innovation?
Page 11
September 2014
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True innovation
Easy said but difficult to realize
Uncertain about
the future of your
business?
How can we create
additional value for
our customers?
What are tomorrows winning
business models?
What else could we do
with our technology &
capabilities?
What should we do:
• Strategy Meeting?
• Wait?
• Changes? What changes?
Page 12
September 2014
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Idea Management – the established way
Classical Idea Management
Idea generation
Idea collection
Pre-evaluation / Implement ???
Source: Business Excellence / top+
Page 16
September 2014
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Open Co-Ideation facilitates the wisdom of Siemens
through an oriented crowd development
Principles of Co-Ideation Process
New ideas by
community
Idea discussion
and maturation
Pre-selection
Validation
Final selection
of winner ideas
Implementation
(guided within predefined framework)
(supported by expert
moderators)
(through community
and expert rating)
(supported by expert
moderators)
(by high level
management jury)
(mandatory for
success)
Int.
IP
Ext.
Source: Business Excellence / top+
Page 17
September 2014
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Open Co-Ideation @ Siemens is a proven
methodology which has been conducted since 2009
Overview of open Co-Ideation Contests
2009
External
contests
2010
2011
2012
2013
1
5
Designs for
emotional LED
solutions
Smart grid
business opportunities, part I & II
2014
2
3
6
8
10
Sustainable
company and
portfolio ideas
(Siemens)
Products &
solutions for
urban markets &
city dev.
(Siemens India)
Future business
opportunities for
high-voltage
switchgears
(E T HS)
Innovative joining
Technologies in
PR (E F PR)
Employee integration Siemens
Office @PPC
(Corporate
Technology)
4
7
9
11
Business
opportunities for
the "Future of
Hubs" (Siemens
Mobility)
Business
opportunities for
"Future of Metals"
(I MT)
Data driven
services
(Leverage
Service
@Siemens)
Business
opportunities for
"CTI Cloud
Computing"
(CT RTC)
Internal
contests
Source: Business Excellence / top+
Page 18
September 2014
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Open Co-Ideation example
@ Siemens
Data-driven Services Contest
Page 19
September 2014
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Data-driven Services Co-Ideation contest:
Cross sector to gather, enrich, mature business ideas
Combination of proven methodologies to gain value added business opportunities
Leverage Service @ Siemens
Open Co-Ideation Methodology
• Data as a Service Framework to answer the
guiding question: „How to create value added
business from data?“
§ Development of user stories & customer
insights
§ Validation of existing data-driven service
business ideas
§ Development of new data-driven business
opportunities (high level)
§ Common description of ideas based on
proven BizMo™ methodology
• Business Model Framework (BizMo™) for
Business Model Innovation
Source: Business Excellence / top+
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September 2014 Corporate Technology
§ Community idea generation, evaluation,
discussion & maturation
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The “Data-driven Services" Idea contest showed the
potential of Co-Ideation in a mega-trend topic
Source: Business Excellence / top+
Page 22
September 2014
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Some figures…
… describe the main topics of the Leverage Service @ Siemens Data-driven Services Idea Contest
45
12
40
966
3272
6
190
1226
8802
2
4
65
Source: Business Excellence / top+
Page 23
September 2014
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Key Takeaways
Questions ?
Source: Business Excellence / top+
Page 24
September 2014
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By now, three main use cases for internal
Co-Ideation events have been identified
Use case
1
Discuss a hot
topic & develop
business ideas
2
Engage
employees in
the regions
3
Let experts
co-create the
future
Example
Main outcome
Mid 2013:
“Data-driven Service” Idea Contest
§ Unexpectedly high level of participation and
interaction across 40 countries
§ Strong company wide awareness
§ Ideas with manifold business focus
§ Highest motivation by employees who want to
position themselves - intrapreneurs
Early 2011:
"Urban India" Idea Contest
§ High potential to gain innovations from nonHQ-countries
§ In India, do it the Indian way
§ Two strategic projects to elaborate business
cases around winner ideas
Mid 2012:
“Innovative Joining Technologies”
Idea Contest
§ Higher quality ideas achievable in expert teams
§ High acceptance & participation in expert com.
§ New cross organizational expert collaboration
on common topic
§ Co-working on pre-defined content does work
§ Extremely high implementation rate (25%)
Source: Business Excellence / top+
Page 25
September 2014
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Open Co-Ideation methodology biosphere
Typical Challenges
§ Need for matured Ideas
§ Need for collaboration
§ Need for higher efficiency of
innovation process
Open Co-Ideation Methodology
§ Highly integrative and efficient Ideation &
maturation on Web2.0 platform
§ Fast Idea maturation
§ Direct feedback
§ Fully transparent
§ Cost pressure
§ Direct & fast community prioritization
§ Faster time to market
§ Reduce non-conformance cost
§ Need for higher decision acceptance
through peer rating and expert assessment
§ Create awareness
§ Motivate & engage employees
(swarm intelligence)
§ Flexible collaboration
Source: Business Excellence / top+
Page 26
September 2014
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Open Co-Ideation Methodology
Success Factors
• Alignment of owner, topic and approach with strategy
• Senior management buy-in to visibly support OCI participation
• Expectation management
• Topic of interest for employees and strategic importance for mgmt.
• Methodological support
• Content expert project responsibility
• Continuous personal coaching of moderators
• In depth, continuous Community Management
• Best practice sharing
Source: Business Excellence / top+
Page 27
September 2014
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Questions and Answers
Thank you!
Any Questions?
Page 29
September 2014
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Contact details
Christoph Krois
Senior Key-Expert Consultant
Siemens AG
Corporate Technology
Business Excellence/ top+
Innovation Service & Project Management
Consulting Group Innovation Management
Phone:
+49 89 636 633123
E-mail:
christoph.krois@siemens.com
www.siemens.com/corporate-technology
Page 30
September 2014
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Contact details
Siemens AG
Corporate Technology
Business Excellence / top+
Volker Ganz
Head of Practice Innovation, Service &
Project Management (CT BE PPC ISP)
Phone: +49 (89) 636-633110
Mobile: +49 (174) 1533326
Email: volker.ganz@siemens.com
Harald Schweickhardt
Head of Consulting Group Business
Innovation (CT BE PPC ISP IM)
Mobile: +49 (173) 2532720
Email: harald.schweickhardt@siemens.com
Page 31
September 2014
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