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Funded byAn Project
User Integration in the Development Process of Innovative Communication Products and Services – An Interdisciplinary Approach
15. ITS Conference
Berlin, September 6, 2004
Matthias KempfThilo v. Pape
Institute for Information, Organization and ManagementInstitute for Communication Science
Ludwig-Maximilians-University, Munich
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 2
DevelopmentCaused by the strong increase in importance of the resource “customer”, new models of innovation have evolved.
1950 1960 1970 1980 1990
Customer not considered
Technology Push
Linear model Seller markets Marketing of minor
importance
1950s – middle 1960s:
s. Coupling Model
Middle 1980er – early 1990er:
Integrated Model
Cooperations, especially integration of suppliers
Parallelized activities
Focus on speed of development
Market in continuous
alignment with R&D
Early 1970s – middle 1980s :
Coupling Model
Phase of consolidation and rationalization
Combination of TP and MP
Innovation as „…complex net of communication paths“1
Innovative approaches of
customer integration
1990s – today:
5th Generation Innovation
Faster cycles of innovation
Increasing customer demands
Individualization Cost pressure Innovation as
„Networking Process“- Systems- Suppliers- Customers
Customer in central role at start
Middle 1960s – early 1970s
Linear model Strategies of
differentiation Rationalization of
R&D comes to the fore
Market Pull
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 3
Lead UserThe prominent Lead User model and User Communities respectively have achieved remarkable results in some cases
Lead User
… are users who…- …have high motivation to industrialize
the innovation - …have a high competence - … are not able to conduct production
themselves
Lead User are not representative
Lead User anticipate the market demands previous to the majority (they are not „Early Adopters“)
Lead Users conduct the innovation– function themselves, directed by and with the technological realization of the enterprise.
Examples
pipe suspensions (Hilti)
parlor games (Ravensburger)
Numerous adhesive products (3M)
Also works in User Communities:- Sport communities (surfing, mountain biking,
snowboard,…)- Open Source Software (Apache, Linux)
Products are usually deployed in specific and quite limited technical environment with clearly defined target segments
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 4
User ToolkitsToolkits empower the user find Innovations themselves in a defined solution space
Difficulties for the Lead Users
Information often hardly transferable („sticky information“)
Often user do not have the possibilities and resources to provide information.
Solution:- Manufacturers provide a Toolkit - Solution space limited– inside
these limits there are possibilities of variation by users (pre-defined solution modules)
- Complete trial-and error-cycles- „Design side of mass
customization“
Examples
Nestle: Production of customized foods for restaurant chains
Open Source Software: STATA- Statistics software with standardized
software-modules for multivariate data- analysis
- Market Entry early 1990ies , today market leader
Toolkits make the User innovate – in contrast to the Lead User approach the solution space is limited.
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 5
Success StoriesLead User projects at 3M, for example, have achieved great successes
Criteria LU Com. ptools
Novelty relative to competition 3,95 3,14 0,026
Fit with current strategic plan 2,40 3,96 0,001
Time to market 3,58 1,26 0,000
Global marketing potential 3,89 3,02 0,027
people resources required 2,11 1,19 0,005
Regulatory requirements for entry 2,85 0,96 0,000
Capital required 1,68 0,57 0,000
Manufacturing fit / capacity 2,53 3,44 0,047
Probability of success 3,42 4,52 0,002
Quelle: Lilien/Morrison/Searls/von Hippel 2000)
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 6
Innovation Management in ServicesIn contrast to the development of physical goods, service innovation seems not to have strong backing of methods and proven concepts
Market for physical goods
fully developed und advanced conceptual approaches of Innovation management
Factors for success empirical researched
Well usable in practice
Innovative approaches of user integration exist in form of the Lead User concept and User Toolkit
Markets for immaterial Goods
Hardly any mature conceptional model for services
Partly empirical dubiously if innovation is performed systematically
Not clear whether user integration / participation is relevant or not
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 7
Key Question
Are the concepts approved in the market for physical goods appropriate to successfully assist with the development of
communication products and services?
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 8
SocialInstitutions
A Communication Studies-PerspectiveUser Integration in the creation of interactive media
Personal objects/services
Three levels of communication products and services
Technicalartifacts
Three levels of innovation
Social institutionalization Negotiation of social functionsand “roles of the game”
Individual appropriation Highly flexible integration into everyday life
Technical designBased on innovations in microelectronics, software development and transmission technology
time
Technical Design
Social Institutionalization
Personal Appropriation
Three moments of innovation in the diffusion process
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 9
Simulation of everyday uses
Selection of Lead Users
Abstraction from limited frame of reference
Rapid Prototyping User Toolkits Lead User Approach
Technical problem: functional fixedness
A Communication Studies-PerspectiveInnovation phases in the course of diffusion
User integration in the diffusion process
User integration is too much considered as a technical Problem. The personal and social levels are neglected.
personal
technical
social?
time
Technical Design
Social Institutionalization
Personal Appropriation
Anticipated Personal Appropriation
Anticipated Social Institutionalization
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 10
Empathic Design
„Watching consumers use products or services [...] in the course of normal, everyday routines.“ Leonard & Rayport, 2000
Drawbacks of Abstraction and Simulation
The personal everyday context triggering re-invention through appropriation often cannot be simulated.
personal
technical
social
A Communication Studies-PerspectiveProblems of user integration on the personal level
Integrating users in the innovation process should not mean isolating them from their everyday context.
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 11
User-Innovations generated by a small number of Users (e.g. Lead Users) often cannot be scaled to a future market.
The dynamics of social institutionalization
Diffusion of interactive media is unlike diffusion of technical artifacts
Media are changed in the course of their social institutionalization
1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003
70
60
50
40
30
20
10
Mio
. U
sers
Cell phone connections in Germany 1993-2003
Lead User Selection is not representativeLead Users are not representative for the mass of end consumers-Technology-friendly and -competent-Financially well-off
The effects of critical mass
Numerous applications depend on a critical mass of users which cannot be anticipated by small user groups.
personal
technical
social
A Communication Studies-PerspectiveProblems of user integration on the social level
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 12
Modeling the personal process of appropriation
Indications can be empirically deducted from existing or already terminated appropriation processes of established media products and services.
Modeling the social processes of institutionalization on different social levels Exploring how social functions are being defined and negotiated among- small groups (families, peer-groups)- fragments of society (generations, professions) as well as- society as a whole, communicating through mass media
personal
technical
social
A Communication Studies-PerspectiveEmpirically modeling appropriation and social institutionalization
Exploring the underlying processes of appropriation and social institutionalization through fundamental research on existing innovations.
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 13
Pointing out the limits to existing approaches
Complementing existing approaches
Technical Design
Social Institutionalization
Personal Appropriation
Anticipated Personal Appropriation
Anticipated Social Institutionalization
Technical Design
Social Institutionalization
Personal Appropriation
Past diffusion process
Future diffusion process
personal
technical
social
Better Predicting future appropriation and institutionalization
prediction
Influencing future processes of appropriation and institutionalization through persuasion.
persuasion
An interdisciplinary approach to sensitize user integration for personal and social levels.
An interdisciplinary approachGuidelines for a complementary research
time
intermedia Projekt LMU München © 2004 20040720 User Integration.ppt 14
www.intermedia.lmu.de
Matthias KempfDepartment für BetriebswirtschaftInstitut für Information, Organisation und ManagementLudwig-Maximilians-Universität München
Ludwigstraße 28 VG IID - 80539 München
Tel. +49 (0)89 / 2180 – 3767
E-Mail: [email protected]: www.iom.bwl.uni-muenchen.de
Veronika KarnowskiInstitut für KommunikationswissenschaftLehrstuhl für Kommunikationswissenschaft und MedienforschungLudwig-Maximilians-Universität München
Oettingenstr. 67 D - 80538 München
Tel.: +49 (0)89 / 2180 – 9495E-Mail: [email protected]: www.ifkw.uni-muenchen.de
Thilo v. PapeInstitut für KommunikationswissenschaftLehrstuhl für Kommunikationswissenschaft und MedienforschungLudwig-Maximilians-Universität München
Oettingenstr. 67 D - 80538 München
E-Mail: [email protected]: www.ifkw.uni-muenchen.de
Gefördert vomEin Projekt im Rahmen der
Prof. Dr. Werner WirthInstitut für Publizistikwissenschaft und Medienforschung der Universität Zürich
Andreasstr. 15 CH - 8050 Zürich
Tel.: +41 (0)1 / 634 – 4661 Fax: +41 (0)1 / 634 – 4934
E-Mail: [email protected]: www.ifkw.uni-muenchen.de
www.ipmz.unizh.ch