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Brussels 10th of March 2015
silver innovationOpen innovation with seniors in Germany
Frank Leyhausen
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(open)innovation and age is a perfect match
seniors are innovative and effective
open innovation on age related topics helps to de-stigmatize and
builds awareness for age related needs and business opportunities
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The man with a new idea is a crank until the idea succeeds.
(Mark Twain)
the term "old" is rarely used in innovation management context
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project openISA (2010-2012)
development of an open innovation platform,where innovative services and products aredeveloped and evaluated with elder people
proof that elderly are innovative and want to innovate / share their knowledge
set up infrastructure for a silver innovation community
convince industry that silver innovation is valuable
Four successful idea contests with industry support
proof of silver innovators (innovators pool)
wide coverage in public as in academic media
best visited special session at WDA 2010
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9.900 user
950 hrs spent on site
175 participants
267 submitted ideas (one offline)
31.709 words to explain an idea (Ø119 per idea)
1.915 ratings of ideas
674 comments to ideas
17.046 words to comment an idea (Ø25 per idea)
Facts & figures
A very high involvement of the participants, esp. quality and quantity of ideas, straight forward attitude by 55plus
But a comparably low conversion from user to innovator,
WHY?
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Over 100 ideas by 150 userMore „experts“ and more socialactivites on site as by mobile challenge.
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Insights silver innovation
Elder people are very willing to participate in idea contests, no restrictions due to the urge to be online (only two out of over 200 ideas were submitted offline via mail)
Young and old innovators participates at the same time and discuss online
Ideas submitted and comments given are far more elaborated and extensive compared to those of the ordinary (younger) contest participants
A broader topic e.g. work space over challenged user, a more concrete topic is more sufficient
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Benefits
Seniors feel / are integrated & enjoy the opportunity to participate
Getting valuable consumer insights
Ideas and concepts created in the contest become your IP
Serious approach in understanding senior needs
New option for generating public awareness and an innovative image
Exploration of potentials for future customer integration (board of consumer / members)
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Toothbrush Theory
Everyone wants a toothbrush,everyone needs one,
everyone has one,but
no one wants to use anyone else’s
Dan Ariely The Upside of Irrationality
AKANot invented here (NIH) Persistent of institutional culture that avoids using or buying already existing knowledge because of their external origins.