Global Innovation Management Innovation Workout Assessing the Potential of Beats Music

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 MusicBeats 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 feature- attribute map for the entire innovation BasicDiscriminatorEnergizer PositiveNonnegotiableDifferentiatorExciter NegativeTolerableDissatisfierEnrager 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 These will determine whether the potential customer proceeds to the next step (good) –Or leaves the consumption process (not good)

Global Innovation Management Toolsets Feature-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 BasicDiscriminatorEnergizer PositiveNonnegotiableDifferentiatorExciter NegativeTolerableDissatisfierEnrager 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