Ottavo appuntamento di Exhibitionist, incontri tra innovatori di fiere ed eventi. Protagonista Stefan Rummel, Chief Strategy Officer di Messe München. Open Innovation per sviluppare il legame con la community.

1. Connecting Global Competence
Messe München Open Innovation Case
A pilot for a new service to our customers
Stefan Rummel, Milan, October 23rd 2014

2. Connecting Global Competence
Digital
Strategy
2

3. The rise of digital technology disrupted the ways of
doing busssiness…
Connecting Global Competence
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4. The rise of digital technology disrupted the ways of
doing busssiness – now we have to adapt fast!
Connecting Global Competence
Develope
new services &
business models for
our customers
Redefine our
marketing & sales
system
Redesign our existing
customer processes
(From application to
billing)
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5. The rise of digital technology disrupted the ways of
doing busssiness – now we have to adapt fast!
Connecting Global Competence
Redefine our
marketing & sales
system
Redesign our existing
customer processes
(From application to
billing)
Develope
new services &
business models for
our customers
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6. Our innovation projects follow a clear customer
focused process…
Connecting Global Competence
Gate 1
Gate 3
Gate 2
Project- Portfolio
Idea sourcing
Understand
Observe
Define
Test
Prototype
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7. Innocentive`s Services seemed to be interesting to our
customers and the „players“ are familiar…
Connecting Global Competence
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8. How does it work?
Seekers
Companies/
Multinationals
Market Place
Open Innovation
Platforms e.g.
Innocentive
Solvers
Engineers, Scientists,
Industry
Professionals etc.
Connecting Global Competence
?
www
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9. Innocentive Challenge Center – branded and incognito
challenges
Abruf vom 26.4.2013
Connecting Global Competence
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10. Innocentive Challenge Center – Details
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11. The best solution will be awarded!
The Netflix Challenge “The Netflix Prize”
World class companies are offering
financial awards for solutions to their
scientific challenges
$1M Grand Prize for best collaborative
filtering algorithm to predict user rating for
films based on previous ratings
Requirement: 10% improvement of
accuracy of Netflix’ own algorithm
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12. Open Innovation Market Place: Innocentive
Market Leader in North America
Innocentive – The Open Innovation
Marketplace At a Glance
Founded in 2001
Concept: expertise knowledge and creativity
from talented outsources to solve Research
Development problems in Engineering,
Math, Physical Science, Computer Science,
Business, Chemistry and Life Sciences
Online community of 300,000+ total
registered solvers in more than 200
countries
More than 475.000 posted challenges up to
today (branded + anonymous)
Range of awards: $5,000 to $1+ million
based on the complexity of the problem and
nature of the Challenge
Premium Challenge Success Rate: 85%
Innocentive has a proofen business model
Connecting Global Competence 12

13. What are some of the key success factors of
Innocentive´s idea…?
Key success factors
Active and interdisciplinary solver
community with scientists, engineers,
industry professionals, lead user etc.
Successful community management
Neutral platform for all seeker companies,
even if they are competitors
High credibility
Connecting Global Competence
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14. Exhibitors = Seekers/Solvers
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15. Visitors = Solvers/Seekers
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16. …and what does it have to do with us?
A good match – and a good way to extend our relationship with our customers
Connecting Global Competence
…compared with our resources
National and International Exhibitors,
Visitors, University and Institutional
Research Partner etc. that can be either
seekers or solvers
Interdisciplinary community managed by
MMG
Leading International Trade Fair Brands
are a neutral Platform for an Industry
Challenges could be presented online
and offline
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Key success factors
Active and interdisciplinary solver
community with scientists, engineers,
industry professionals, lead user etc.
Successful community management
Neutral platform for all seeker companies,
even if they are competitors
High credibility

17. We decided to run the pilot with our ISPO
Community…
Connecting Global Competence
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ISPO OPEN INNOVATION COMMUNITY
Be part of the movement!

18. …since their characteristics seemed a perfect match
for an innovation project
ISPO is the world`s leading community of sports business professional and they are:
Connecting Global Competence
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INTERNET SAVVY
80% use online media once
a week to get information on
the latest sports topics
INNOVATIV
70% of ISPO´s visitors main
interests are product
innovations
CURIOUS
63% of ISPO´s visitors want
to co-develop innovative
sports products

19. Three ways of using Open Innovation and the wisdom
of the crowd
Examples
General
Effects
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Connecting Global Competence
Co-Creation
Development of an
user friendly Control-
Display for cockpits of
construction and
agricultural machinery
Products developed
by customers manage
to achieve:
three times higher
revenue
four times higher
margins
Technology
Scouting
Development of a new
jet-engine bracket with
major weight reductions
Open Innovation RD
projects:
Reduce RD Time
by 42%
Reduce RD Costs by
20%
Product
Testing
Introduction of a new ski
collection to trendsetters
and opinion leaders
within the blogger scene
in a test series ahead of
market rollout!
With Product Testing to a
better allocation of
marketing budgets
Reduce Marketing
Budget through more
efficient use of budget
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20. ISPO Open Innovation: Co-Creation
Connecting Global Competence
Develop products jointly
with your target group.
Access to ISPO User Experts – not confined to the
trade fair, but 365 days per year.
Setup of a protected space for new ideas, which are
derived from working with the community.
Efficient execution through standardized process on
established web-platform.
Project examples:
Organic sports food – develop a healthy high-class
nutritional concept of highest biological quality together with
athletes!
Fun Boulder Collection – a new sportswear collection for
fans of sport climbing – designed by and created with
exactly this target group!
Skiers create a collection jointly with you to perfectly satisfy
the needs of “sophisticated free skiing”!
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21. ISPO Open Innovation: Product Testing
Connecting Global Competence
Receive feedback ahead
of your market rollout.
Access to user or test groups respectively that can
be structured and segmented.
Channeling and structuring of customer feedback
and ideas.
Simple administration of focus groups in one efficient
and professional tool.
Project examples:
Introduce your new ski collection to trendsetters and
opinion leaders within the blogger scene in a test series
ahead of market rollout!
Have the Boulder Softshell Jacket’s outdoor aptitude tested
in a real-life usage scenario on an actual rock!
A team embarking on a trip around the world puts the
revolutionary functionality of the new outdoor collection to
the acid test!
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22. ISPO Open Innovation: Technologie Scouting
Connecting Global Competence
Find new solutions
to your technical challenges.
Access to lead users, scientists, engineers, industry
professionals as solvers
Channeling and structuring of ideas from outside the
company
Professional assistance for drafting and defining the
challenges
Project examples:
New Materials for Snowboard Bindings with a weight
reduction
of 20-30%
Special glue for glueing crystals to waterproof fabrics
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23. The Open Innovation Business Model of ISPO
Revenue and Service Streams The Process and Value Chain
Consulting Service Fee 1
Services
2
Reward for #1 Solutions
Connecting Global Competence
Challenge
Solution
3
2
Company buys one of our
Open Innovation Packages
1
ISPO and it´s Partner consult
with drafting the challenge and „air“ it
2
Solvers hand in their solutions and
suggestions
3
4
ISPO´s Partner is the
Moderator along the process
4
5
The best solution is awarded
(from +150 € up to +50.000 €
5
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24. Co-Creation:
The „New Ski Jacket Challenge“ by Lasse Kjus
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25. Co-Creation:
Sport Scheck´s Personal Coach Challenge
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26. Key Challenges Solutions
Convince people to support an
innovation and to not be afraid
of trying new things
Connecting Global Competence
Foster a climate where it is safe to
innovate and where people are allowed
to fail
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The Project is a successful pilot – we failed fast and often
but did learn faster!
Convince
people in our
company to
try new things
Involve the key people in the
development of the idea from the
beginning. It has to be their baby!
Discuss with them the idea extensively
A „not invented here syndrome“ will kill
the idea
Get a common
understanding
of the idea
New innovative ideas often come along
with a high complexity. To get everyone
who is necessary “onboard” you have to
get a common understanding what´s
the idea all about and where the idea is
heading to
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Integrate a radical new service in your
traditional and existing sales processes
Just do it!
Prepare all selling arguments and
documents, train the sales people
intensively, give a proper incentive
and don´t take „no“ for an answer.
Integration of
service into an
existing Sales
Process

27. Next Step: Different industry platforms
and one interdisciplinary solver community
Connecting Global Competence
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