Avatar-Based Innovation and the Ideation Quest
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This document discusses using virtual worlds for real-world innovation through avatar-based collaboration. It presents opportunities for open innovation using virtual worlds' interactive collaboration and user-generated content capabilities. Several case studies are described that involved identifying needs, concept development, testing, and launches in virtual environments. The research aims to understand what creates a compelling co-creation experience in virtual worlds by examining elements like challenge, desirability, interactivity, usability, and community. Preliminary results suggest these elements are important for effective avatar-based innovation.
Avatar-Based Innovation and the Ideation Quest
- 1. Avatar-Based Innovation Using Virtual Worlds for Real World Innovation Thomas Kohler, Kurt Matzler, Johann F端ller University of Innsbruck :: Department of Strategic Management, Marketing and Tourism
- 2. Armed with new connective tools, consumers want to interact and co-create value... Prahalad and Ramaswamy, 2003
- 3. Background and Opportunities 1 2 3 4
- 4. Virtual Worlds Computer-generated physical space Represented graphically in three dimensions Experienced by many people at once
- 5. Avatar Virtual representation Appearance - Looks Clothing Accessoires
- 6. Virtual Worlds Open Innovation Avatar-Based Innovation = +
- 7. Opportunities Avatar Based Innovation Integrating Open Innovation Real-time Media Richness Interactive collaboration Virtual Worlds User-Generated Content Native creativity Playful environment Freedom to experiment
- 8. Dissolving Boundaries They could use their virtual-world sensibility to design products with real-world potential (Hemp, 2006)
- 9. Cases and their Challenge 1 2 3 4
- 10. Need identification and idea generation Concept and design Test and launch Alcatel-Lucent Innovation Competiton
- 11. Steelcase Chair Designs Need identification and idea generation Concept and design Test and launch
- 12. Need identification and idea generation Concept and design Test and launch Aloft Testing the Virtual Hotel
- 13. The Challenge < Participation
- 14. Research Question and Research Design 1 2 3 4
- 15. WHAT CREATES A COMPELLING CO-CREATION EXPERIENCE WITHIN VIRTUAL WORLDS ?
- 16. COMP CO-CRE EXPER ELLING ATION IENCE Virtual Worlds Open Innovation
- 17. Research Design context process users Expert Interviews Compelling co-creation process Participant Interviews and Observation Compelling co-creation in virtual worlds Focus Groups Compelling virtual world place
- 18. Participant Interviews - Practical Project Idea Submission box vs. Compelling Co-Innovation Process
- 19. Ideation Quest
- 20. Sustainable living in 2020 The future motor biking experience
- 21. Preliminary Results and Conclusion 1 2 3 4
- 22. Challenge Desirability Interactivity Usability Community
- 23. Challenge Desirability Interactivity Usability Community
- 24. Challenge Desirability Interactivity Usability Community
- 25. Challenge Desirability Interactivity Usability Community
- 26. Challenge Desirability Interactivity Usability Community
- 27. Conclusion New approach to interactive new product development Necessity of creating a compelling experience High level of interactivity and usability Capitalizing on media richness and playfulness
- 28. Discussion