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Innovation Workout

Innovation Workout. Assessing the Potential of Beats Music. 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.

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Innovation Workout

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  1. Innovation Workout Assessing the Potential of Beats Music

  2. 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

  3. 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.

  4. ToolsetsQuiz & 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 .

  5. ToolsetsOverview of Feature Set Prioritize and choose the major features of Beats’ innovation Review the main innovation features with a feature-attribute map for the entire innovation

  6. ToolsetsConsumption Chain Analysis • Determine the main steps in consumption • You should only list the 3 or 4 most important steps • These will determine whether the potential customer proceeds to the next step (good) • Or leaves the consumption process (not good)

  7. ToolsetsFeature-Attribute Map the 3-4 Key Steps in the Consumption and Manage those 3-4 Steps • Identify Discriminators and Energizers • Describe how you will manage each of these features of the consumption process

  8. 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

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