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Value Co-Creation AND iNNOVATION case study: assessment of ipad apps for augmented and alternative communication ,[object Object],ProductCamp Austin August 6, 2011,[object Object],Jose A. Briones, Ph.D.,[object Object],Twitter: @Brioneja,[object Object],www.Brioneja.com,[object Object]
Agenda,[object Object],Introduction,[object Object],Background to Value Co-Creation,[object Object],Value and Innovation,[object Object],Value Definition and Pricing,[object Object],Introduction to Spiro-Level System for Innovation Management,[object Object],Value Co-Creation Case Study:,[object Object],iPad Apps for Augmentative and Alternative Communication (AAC),[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
Legalese,[object Object],“The fair use of a copyrighted work, including such use by reproduction in copies or phonorecords or by any other means specified by that section, for purposes such as criticism, comment, news reporting, teaching (including multiple copies for classroom use), scholarship, or research, is not an infringement of copyright”  - Copyright Act of 1976, 17 U.S.C. § 107,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
Introduction,[object Object],Product innovation has been described as the way out of today’s difficult business environment. ,[object Object],The rate of success of development projects, in particular disruptive innovation projects remains too low.,[object Object],We believe that a reason for the low success rate is the erroneous application of analysis methods designed for incremental innovation to projects with high levels of uncertainty,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
In this chapter of the Beyond Stage Gate series we describe to how use Co-creation to increase the probability of successful new product and service introductions and how it fits in the entire innovation management ecosystem.,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
Background,[object Object],Value Co-Creation is a new approach to create value,[object Object],Co-creation not only describes a trend of jointly creating products. It also describes a movement away from customers buying products and services as transactions, to those purchases being made as part of an experience (1,2). ,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
Value is co-created with customers when a customer is able to personalize his/her experience using a firm’s product-service proposition to a level that is best suited to get his/her job(s) or tasks done (3).,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object],Value and Innovation,[object Object],[object Object]
If your new product/invention/service does not offer value, it is just new - not innovative.,[object Object]
Definition of Value,[object Object],Value is ,[object Object],[object Object],Desirability,[object Object],Functionality,[object Object],Innovation is not a measure of the change you make.  It is a measure of the need you address,[object Object],Maslow's hierarchy of needs,[object Object],[object Object]
Safety
Love and Belonging
Esteem
Self-actualization
Self-trascendencewww.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object],Pricing of a New Product,[object Object],[object Object]
Cost-plus
Competition-driven pricing.
Customer-driven pricing
Minimum Return on Investment (ROI)
Cost in use analysis
Value in use analysis
We must move away from cost-based pricing to value-based pricing,[object Object]
www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object],The Concept of “Hard” vs. “Soft” Value in Use,[object Object],Hard or objective value in use is value which can be readily quantified by the customer:  “cash out the door”,[object Object],Raw material savings,[object Object],Energy savings,[object Object],Reduction in spare parts cost,[object Object],Product Features,[object Object],Soft or subjective value in use are benefits that, while real, can not be quickly quantified or monetized immediately by the customer.,[object Object],Improved safety,[object Object],Improved quality,[object Object],Environmental/Green benefits,[object Object],Ease of use,[object Object],User Experience (UX),[object Object]
www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object],C. Christensen’s Disruptive Innovation Models,[object Object],Twitter: @Brioneja                                                                                                   www.Brioneja.com                                                     ,[object Object]
The Spiro-Level™ 3-D Approach to Innovation,[object Object],Resources,[object Object],Launch,[object Object],Quadrant IV,[object Object],Quadrant I,[object Object],Roadmap/Timeline,[object Object],Idea ,[object Object],Generation,[object Object],Level,[object Object],3,[object Object],Risk Analysis,[object Object],VOC,[object Object],2,[object Object],Customer ,[object Object],Testing,[object Object],1,[object Object],Time,[object Object],Time,[object Object],Technology ,[object Object],Assessment,[object Object],Supply Chain,[object Object],Analysis,[object Object],Business,[object Object],Case,[object Object],Value in Use,[object Object],Analysis,[object Object],Regulatory,[object Object],IP Strategy,[object Object],Prototype,[object Object],Development,[object Object],Quadrant II,[object Object],Quadrant III,[object Object],Resources,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object],Relationship Between Spiro-Level and Project Type,[object Object]
www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object],Relationship Between Spiro-Level and Value Creation,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object],Tools for Product Attribute Value Analysis,[object Object],Level 1,[object Object],[object Object],Level 2,[object Object],[object Object],Level 3,[object Object],[object Object],18,[object Object]
Value Co-Creation Case Study,[object Object],iPad Apps for Augmentative and Alternative Communication ,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
Augmented & Alternative Communication,[object Object],Augmentative and Alternative Communication (AAC) refers to methods and devices that supplement or replace speech and writing when these are temporarily or permanently impaired,[object Object],Best known example:,[object Object],Stephen Hawking,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
AAC Technology,[object Object],Until a few years ago AAC communication devices consisted of bulky electronic boards costing over $7 K each,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
Disruption in Action,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
Disruptive Innovation: iPad and AAC,[object Object],iPad apps are being used by special needs children, such as those who have speech impediments as a communication tool,[object Object],New apps give a person the ability to communicate basic needs and interests through the use of pictured images and corresponding audio. ,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
AAC Apps Symbols and Graphics,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
Steve Jobs on the iPad and Special Needs,[object Object],"We take no credit for this, and that's not our intention," Mr. Jobs said, adding that the emails he gets from parents resonate with him. ,[object Object],“Its use in therapy wasn't something Apple engineers could have foreseen” ,[object Object],"Our intention is to say something is going on here," and researchers should "take a look at this.“,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
Analysis of iPad Apps for AAC,[object Object],Proloquo2Go,[object Object],TouchChat,[object Object],Expressive,[object Object],One Voice,[object Object],iComunicate,[object Object],Grace,[object Object],Features vs. Usability (UI/UX),[object Object],Price vs. Value,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
Features vs. UX/UI,[object Object],Features,[object Object],Images & Symbols,[object Object],Can add more images,[object Object],# of Audio Voices,[object Object],Can Record Voices,[object Object],Create phrases,[object Object],Can add categories,[object Object],Text to speech ,[object Object],Quality of audio,[object Object],Automatic conjugations ,[object Object],Word prediction,[object Object],In-App expansion,[object Object],UX/UI,[object Object],Usability/Navigation (UI),[object Object],Customization,[object Object],Communication capability,[object Object],Visual appeal,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]
AAC Apps – Features Analysis,[object Object],www.Brioneja.com                                                                                              Twitter: @Brioneja,[object Object]

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