S Product Development of Telecommunication Systems Workshop 2008 These slides available at Services Market Techno -economics Technology

Today Workshop program and methods Vilant Systems Ltd: –Company overview –Introduction to RFID –Problem frameworks for groups Division of group works and practicalities Contacts: Ville Services Market Techno -economics Technology

Workshop objectives To acquaint oneself to real-life business process Learn product development process practicalities Learn to work together Learn presentation skills Learn to work with references

Workshop tasks & reports prepared in groups starting from problem framework Follows Innovation in a Week - method Tutoring arranged by joint effort of ComNet & Vilant Ltd. Earlier Workshops arranged by Elisa, Telia, Ericsson, Satama Interactive, Sonera, Teleste etc. Earlier workshop topics: Prepaid Calling Cards, Wi-Fi Networks, Company Customer Relation Management (CRM) system design, Video Surveillance Services... Workshop outline

Outline… Groups produce business case concepts –Service description –Business case analysis –Technical solutions Striving to fit everything to partner company strategy

Monday 21.4 Tuesday 22.4 Wednesday 23.4 Thursday 24.4 Friday 25.4 ComNet: Workshop method Vilant: Company overview & Problem frameworks ComNet: Groups & Tools Innovate the problem brainstorming mind-mapping Long list of solutions 9-14 Vilant Ltd. checkpoint Develop idea case Preparing presentation product /Service Description marketing plan (Annex II & III) Lunch break hrs Lunch break Develop Detailed design Business case details Customership special requirements Vilant Ltd. requirements Develop business case techno- economics Presentations & Industry partner feedback hrs Innovate the problem divide tasks search main references Innovate the problem double teams Prepare to checkpoint

Problem framework Early-phase product development problems are not necessarily 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

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 Innovate the problem Innovate the problem Develop Present WedThuMonTue customer check points Fri Decision

Innovation Space Monday: First focus on problem: understanding the problem framework - don't focus to a single solutions Tuesday : Groups generate long list of solutions, Continue innovating the problem - double teams Select the most import solutions to focus on and prepare for customer check point. Start preparing idea document & business case Wednesday : Present and discuss your case candidates 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 innovativiness - market potential & long run business vision Friday: Group presentations & customer feedback discussions

Deliverables Case Idea Concrete deliverables are necessary to evaluate the concept! Business Case What, why, contextHow a solution is used in practise - examples Business effects and reasoning

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

Up-front Homework: The First Phase

Techno-economic Analysis Inputs – scenario analysis –geographical service areas –customer segments to be served –services to be provided –technology to be used to provide the services –market characteristics Bases: –Literature studies –customer interviews –technology modeling/simulations Environmental Regulatory Service Technology Estimates… –OPEX & CAPEX –level of competition in the market –Penetration rates of different throughput classes –Price evolution of service tariffs network modules/components

Example: Scenario Attributes for a telecommunication network development

Working in groups Divide tasks –To look for further references in Technology Customership Services Market Techno-economics (what is calculated and how) To think which methods to use Take notes in meetings, photographs List key concepts that can be used when searching further references

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!

S Product Development of Telecommunication Systems Annexes

Project Plan Executive Summary Basic Information Briefly –Goal –Background –Market Situation Goals –Project Target –Milestones –Description of features –Strategy 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 Annex I

Project Plan (cont.) Project Tasks –Product Planning and Specification –Testing –Service Implementation and Provisioning –Product Launch –Internal Support Functions –Phase 2 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 Annex I

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? 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? Annex II

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! Annex III