S-72.124 Product Development of Telecommunication Systems

1. S-72.124 Product Development of Telecommunication Systems Workshop 2005 These slides available at http://www.comlab.hut.fi/opetus/124/workshop2005.ppt

2. Agenda - Workshop objectives - Workshop methods - Deliverables - Timetable • Opening the Workshop • Objectives • Timetables • Methods • Ideation & Innovation Space • Deliverables • Overview to Innovation Techniques • Company Presentation: Teleste • Case Overviews and Problem Framework Descriptions (Teleste / HUT) Case descriptions (HUT/Teleste) Innovation process - Mind and creativity - Ideation techniques Innovation space Friday 25 Nov Monday 28 Nov

3. Workshop Objectives • To get acquainted with real-life product development processes • Early-phase product development problems are not well defined – there is a problem framework that is a description of interconnected elements • Development teams strive to find applicable solutions;examine and validate the most promising solution(s) - in detail as possible • In workshop group formation objective is creativity boosting: groups should be multidisciplinary! Group participants need not to know each other beforehand • Note: Don’t forget to map risks relating to your solution and tell why you selected the particular solutions

4. Workshop timetable 2005

5. Methods • Modified Satama Interactive’s Innovation Space = Innovation in a week! • To cultivate your work apply Brainstorming and various other methods of ideation as Mindmapping, Fish bones etc. as explained later (see also lecture 1 handouts) Mon Tue Wed Thu Fri Innovate the problem Innovate the problem Develop Develop Present Decision 22.11 23.11 24.11 25.11 26.11 customercheck points

6. Innovation Space • Monday: First focus on problem: understanding the problem framework - don't discuss about solutions • Tuesday morning: Continue innovating the problem - double teams Tuesday afternoon: Groups generate long list of solutions • Wednesday morning: Select the most import solutions to focus on and prepare for customer check points. Start preparing idea document & business caseWednesday afternoon: Gathering all together and present/discuss them in customer check points • Thursday: Evaluate solutions and prepare presentations • applicable solutions - conclusions from check point? • risks and how to get quality to your process outputs - focus on development/production & target product/service • degree of innovations - market potential & long run business vision • Friday: Group presentations & customer feedback discussions

7. Deliverables Case Business Case Idea What, why, context How a solution is used in practise - example Business effects and reasoning Concrete deliverables are necessary to evaluate the concept!

8. Deliverables • Group reporting: summarizes workshop results • idea document: context; who, where, why and when will use the innovation • case: cartoon or story; one example that explains the core idea - How solution is used in practice • business case: analyze business case: efficiency, production timetables, if this changes something, what happens in business: list assumptions and how and why the figures were obtained • Group submits two reports: • Company’s report: solutions, application guidelines, bases for solution, solution risk and quality estimate (follows ‘up-front homework’, next slide) • Innovation workflow: problem framework, identified key issues, usage of ideation methods, rejected ideas, (rejection) arguments, discussions

9. Up-front Homework: The First Phase

10. The Second Phase* *You may consider these in case you have time

11. The Second Phase (cont.)

12. Annex I Project Plan • Plans • Timetable • Resource plan and resource profile • Project Budget • Plans for Process • Sales Process • Delivery Process • Customer Care • Project Tasks • Product Planning and Specification • Testing • Service Implementation and Provisioning • Product Launch • Internal Support Function • Executive Summary • Basic Information Briefly • Goal • Background • Market Situation • Goals • Project Target • Milestones • Description of features • Strategy

13. Annex I Project Plan (cont.) • Project Organization • Organization plan • Project Management • Roles, Responsibilities and Power • Principles of Reporting and Communication • Quality • Quality Goal and Strategies • Evaluation • Processes in project • Risks • Project Completion • References • Project Tasks • Product Planning and Specification • Testing • Service Implementation and Provisioning • Product Launch • Internal Support Functions • Phase 2

14. Annex II Product/Service Description • General • Service overview • Service components and features • Service platform(s) (features, GUI) • Standard/optional features • Access (backbone, access, subscriber line) • Capacity • Addressing • Availability: definition, limitations • Technical solution • Hardware/software • Placing: customer premises/network equipment… • Pricing, costs and marketing information (more in marketing plan) • Customer segments • Sale channels • Billing • Advertisement plan • Installation/connection costs • Outside Equipment Manufacturers (OEM)? • Product support – O & M • Additional technical information • Where does the competitive edge comes from? • Market placement: Existence of similar services?

15. Annex III Marketing Plan • OVERVIEW – short description of • Business goals • Market description (players/size/development) • SERVICE • Describing name (note the difference to existing services/products) • Service content • Description of Competitive Edge • Pricing formation/strategy (time-line/customer segments) • SERVICE/PRODUCT HIGH-LIGHTS • Core features creating cornerstones of marketing communication • MARKET SITUATION • Competitors and their services (make a map: price vrs quality) • Marketing strategy (Project launching, target segments, timing) • MARKETING COMMUNICATION • Flavour: Attacking/informative/defending/supporting • Goals: Image/credibility/user friendliness/ technical advancement/functionality • TARGET SEGMENTS • Service/product placement in current/forthcoming market • Customers (consumer/business/geographical availability) • SALE CHANNELS • CUSTOMER SERVICES • MARKETING BUDGET Apply SWOT!

16. An Overview to Innovation Techniques

17. Human Mind and Creativity* *T. Korhonen, A. Ainamo: Handbook of Product and Service Development in Communication and Information Technology, Kluwer Academic Press, 2003

18. Process of Creativity

19. Cycle of Creativity

20. Cycle of Creativity for High-quality Outputs

21. Brainstorming • Used especially to introduce you to problem framework - Don’t discuss about the (best) solutions too early! • Method: • Collect problems to Post-It notes (or use a program) • Group/associate problems • Collect more data for each problem • Grade problems • Groupmembers: Session leader, Secretary, Tool-assistant, Customer representative, Social facilitator, Technical facilitator, other Group members

22. Group Members • Session leader: • guide and facilitate • not to interfere with own opinions • track time • encourage the participants • Secretary: • documentation • assist to track the session flow • Tool-assistant: • aware of ideation tools • tools include • computer programs • independent methods (as Fish bones diagram,SWOT-analysis …)

23. Group Members (cont.) Customer representative (Check Point - phase): -Practical perspectives of the brainstorming objectives -Interferes only after substantial amount of ideas have been mapped and there seems to be not many new ideas appearing - Responsible to carry in customer's objectives • initial opinions of company's executives • practical constrains as - money - time - personnel resources

24. Group Members (cont.) • Social facilitator: • has formed himself a framework of the brainstorming themes • should not decide what the solution is, or even, what the problem is • He is aware of the laws of group dynamics and human personality • Well prepared to boost group creativity based on this framework

25. Group Members (cont.) • Technical facilitator: • technology related matters as • product development tools • production technology • general commercial aspects • Group members: • open attitude • communication skills • able to visualize their ideas • fluent oral presentation • wide range of disciplines and cultures

26. Problem framework 5 5 5 5 2 2 2 2 Double Team* Discussion 1. Present the problem-framework 2. Innovate solutions in the teams of two - a pair selects five ideas to present 3. Pairs explain their ideas shortly 4. Ideas are grouped into logical categories 5. Pairs innovate more ideas into categories - Pair selects two ideas they present 6. Pairs explain their ideas 7. Grading of each idea with scores 1-3 8. Select the best ideas so far 9. Discussion 10. Select the best idea(s) after discussions Grading Grouping *Recommended for generation of long list of solutions

27. Fish Bones

28. Mind Mapping

29. Five Whys (& Hows!) Ask ”WHY-HOW” 5 times (at least): Problem: A machine does not work! Why: Fuse blown! How: Voltage spike? something got jammed? overload? etc Why: Why overload? How: Component malfunctioned! high resistance! no maintenance! etc Why: Why there was no maintenance? How: Pump malfunctioned! a spare part was old a spare part was wrong! etc Why: Why did the pump malfunctioned? How: Pump has overheated! electricity problems? etc. Why: Why did the pump overheated? How: Cooler filter was jammed! So, We replace the filter and check in regularly …. Why and how this can be reassured in the future ….?

30. Getting More out of Brainstorming • Method of Six Thinking Hats (Edward de Bono) or Six Eyes* (Rodney King) can be used to get Brainstorming to work better: facts: figures, information needs and gaps creativity: alternatives, proposals, what is interesting, provocations and changes intuition: feelings and emotions logical positive: why something works logical negative: judgment and caution meta-cognition: creativity process control *Axon 2002 - program: http://web.singnet.com.sg/ ~axon2000/index.htm

31. Strength Weakness Opportunity Threats SWOT Analysis • SWOT is applicable for sorting unorganized knowledge bases and analyzing current status • Successful SWOT yields structured mapping of the problem at hand • For instance in product analysis • identify strength and weaknesses of the product • search through possibilities and threats (for instance for product launch) • Realization: List all the relevant properties and sort them into SWOT boxes! inside outside

32. Special Notes in Reporting • Carefully document applied methods used to obtain your solutions • Document intermediate steps in your path to your group’s solution(s) - this is required especially for Innovation Workflow - report • Strive to verify quality and risks of your solution • Report especially • Why final solutions were selected! • Report/analyze your solution as in-detail as you can to verify your claims!