Innovation
Workout
Assessing the Potential of Beats Music
Global Innovation Management
Global Innovation Management
Dr. Dre vs iPod-iTunes
• The iPod is a premium device.
• With strongly linked content services, iTunes
• amounts to a fashion and lifestyle statement inherited from its
larger siblings.
Beats Music —much like existing subscription music services
– available in versions for Apple’s iOS devices, Android, Windows
– Offers more than 20 million songs on demand,
– And ability to follow fellow users
Global Innovation Management
Hardware? What Hardware?
• Beats needs to be viewed as a platform.
• Beats provides a ticket to:
–
–
–
–
Negotiate with record labels and Indies;
Negotiate with Hollywood studio execs;
Give away (where legal) hardwardto build corporate good will;
Poison other services’ dealings with other clients and partners;
and
– Develop product placement and visibility on TV.
Global Innovation Management
Toolsets
Quiz & Organize with a Mind Map
Ask Questions: Customer Experience is dynamic
• Who?
• … is with customers while hey use the product
– How much influence do they have
• If we could arrange it, who would we want the customer to be with …
• What?
•
•
•
•
– … Do our customers experience when the use the product
– … needs provoked our offering
What else? … might customers have on their minds
When? … do our customers use this ..
Where? … are our customers when they use this
How? … do customers learn to use the product .
Global Innovation Management
Toolsets
Overview of Feature Set
Prioritize and choose the major features of Beats’
innovation
Review the main innovation features with a featureattribute map for the entire innovation
Basic
Discriminator
Energizer
Positive
Nonnegotiable
Differentiator
Exciter
Negative
Tolerable
Dissatisfier
Enrager
Neutral
So What?
Parallel
Global Innovation Management
Toolsets
Consumption Chain Analysis
•
•
Determine the main steps in
consumption
You should only list the 3
or 4 most important steps
Selection
Search
– Or leaves the consumption
process (not good)
Delivery
Repairs and
Returns
These will determine whether
the potential customer
proceeds to the next step
(good)
Order and
purchase
Awareness
of need
Payment
Final disposal
Service
Financing
Use
Leave
•
Continue
Global Innovation Management
Receipt
Storage and
trasport
Installation
and Assembly
Toolsets
Feature-Attribute Map the 3-4 Key Steps in the
Consumption and Manage those 3-4 Steps
Leave
• Identify Discriminators
and Energizers
• Describe how you will
manage each of these
features of the
consumption process
Continue
Basic
Discriminator
Energizer
Positive
Nonnegotiable
Differentiator
Exciter
Negative
Tolerable
Dissatisfier
Enrager
Neutral
So What?
Parallel
Global Innovation Management
What to Present
• Mind Map of Feature Sets for the Beats Platform
(business model)
• Consumption Chain with key steps containing
discriminators and energizers
• Tell how you will manage each discriminator or
energizer to encourage consumers to move to
the next step of the Consumption Chain
Global Innovation Management