S72'3510 Product Development of Telecommunication Systems

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S-72.3510 Product Development of
Telecommunication Systems

• Workshop 2006

http//www.comlab.hut.fi/studies/3510/Workshop/
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Agenda

• - Workshop objectives
• - Workshop methods
• - Deliverables
• - Timetable

Innovation space

• Opening the Workshop
• Objectives
• Timetables
• Methods
• Innovation Space
• Techno-economics
• Design tools
• Deliverables
• Company Overview (KK Active)
• Cases and Problem Framework Descriptions (KK
  Active / HUT)

Case descriptions (HUT/KK Active)
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Workshop Objectives

• To get acquainted with real-life product
  development processes
• 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 Dont forget to map risks relating to your
  solution and tell why you selected the particular
  solutions

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Workshop timetable 2006
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Methods

• Modified Satama Interactives 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 in these slides
  (from lecture 1 handouts)

Wed
Thu
Mon
Tue
Fri
Innovate the problem
Innovate the problem
Develop
Develop
Present
Decision
customercheck points
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Innovation Space

• Monday First focus on problem understanding the
  problem framework - don't discuss about solutions
• Tuesday morning Continue innovating the problem
  - Double Teams (explained later in these slides)
  Tuesday afternoon Groups generate long list of
  solutions
• Wednesday morning Select the most import
  solutions to focus on and prepare for customer
  check points. Start preparing idea document
  business case Wednesday afternoon Gathering all
  together and present/discuss them 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 innovations - market potential long
  run business vision
• Friday Group presentations customer feedback
  discussions

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Deliverables
Case
Business Case
Idea
What, why, context
How a solution is used in practise - example
Business effects and reasoning
Concrete deliverables are necessary to evaluate
the concept!
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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 (instructions on
  workshop homepagehttp//www.comlab.hut.fi/studies
  /3510/Workshop/)
• Companys report solutions, application
  guidelines, bases for solution, solution risk and
  quality estimate (follows up-front homework
  and/or techno-economic- analysis, next slide)
• Innovation workflow problem framework,
  identified key issues, usage of ideation methods,
  rejected ideas, (rejection) arguments,
  discussions

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Up-front Homework The First Phase
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Techno-economic Analysis

• Inputs scenario analysis
• customer segments to be served
• services to be provided
• geographical service areas
• market characteristics
• technology to be used to provide the services
• Bases
• Literature studies
• customer interviews
• technology modeling/simulations

Environmental
Regulatory
Service
Technology

• Estimates
• OPEX CAPEX
• level of competition in the market
• Sensitivities, penetration rates of different
  service classes
• Price evolution of
• service tariffs
• network modules/components
• Techno-econ. papers
• Techno-economic analysis of radio and hybrid
  technologies for mobile networks
• Techno-economic evaluation of narrow band and
  broadband access network alternatives and
  evolution scenario assessment

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Scenarios

• The regulatory scenario describes the tariff
  structures and the revenues of the operators, as
  well as the sharing of the potential market
  between the operators. The attributes to be
  defined include the number of competitors both in
  the service market and access network
  provisioning, and the percentage shares of the
  competitors in these markets.
• The environmental scenario describes the
  geographic and demographic characteristics of the
  area that is to be provided with a new network or
  a network upgrade. In addition, the existing
  network infrastructure is described.
• The service scenario describes the services
  provided to the end-users by the service
  operators. The time evolution of the penetration
  to the market and the tariffs of these services
  are also estimated.

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Scenarios .

• The technology scenario describes the
  technologies, systems, and architectures that are
  used to provide the selected services to the
  end-users. The evolutionary steps between the
  existing network and the final network
  architecture are defined. Also, the cost of
  network equipment and installation, together with
  the cost of operations, administration, and
  maintenance (OAM) procedures are defined.

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Outputs of Techno-economic Analysis

• Technology / service alternatives constrained to
  regulatory/ environmental factors
• Economic outputs for each user segment(s)/
  services/ technology alternatives constrained to
  time-line
• Profitability
• Penetration of services
• Cash balance
• Risk sensitivity analysis
• Sensitivity, scenario, and simulation analyses

NPV Net Preset Value Difference between the
expected value of the future incomes and the
amount of the initial investment
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Special Notes in Reporting

• Annexes I-III (Product/Service Description,
  Marketing Plan and Project Plan) can be used to
  verify practical applicability of your plan
  (Contain good questions!)
• Strive to verify quality and risks of your
  solution
• Carefully document applied methods used to obtain
  your solutions
• Document intermediate steps in your path to your
  groups solution(s) - this is required especially
  for Innovation Workflow - report
• Report especially
• Why final solutions were selected!
• Report/analyze your solution as in-detail as you
  can to verify your claims!
• See also reporting instructions on workshop
  homepagehttp//www.comlab.hut.fi/studies/3510/Wor
  kshop/

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S-72.3510 Product Development of
Telecommunication Systems

• Annexes

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Project Plan
Annex I

• 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

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Project Plan (cont.)
Annex I

• 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

• Project Tasks
• Product Planning and Specification
• Testing
• Service Implementation and Provisioning
• Product Launch
• Internal Support Functions
• Phase 2

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Product/Service Description
Annex II

• 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)?

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Marketing Plan
Annex III

• 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/supportin
  g
• Goals Image/credibility/user friendliness/
  technical advancement/functionality
• TARGET SEGMENTS
• Service/product placement in current/forthcoming
  market
• Customers (consumer/business/geographical
  availability)

Apply SWOT!
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An Overview to Innovation Techniques
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Human Mind and Creativity
T. Korhonen, A. Ainamo Handbook of Product and
Service Development in Communication and
Information Technology, Kluwer Academic Press,
2003
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Process of Creativity
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Cycle of Creativity
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Cycle of Creativity for High-quality Outputs
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Brainstorming

• Used especially to introduce you to problem
  framework - Dont discuss about the (best)
  solutions too early!
• Method
• Collect problems to Post-It notes (or use a
  program)
• Group/associate problems
• Collect more data for each problem
• Grade problems
• Group members Session leader, Secretary,
  Tool-assistant, Customer representative, Social
  facilitator, Technical facilitator, other Group
  members

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Group Members

• Session leader
• guide and facilitate
• not to interfere with own opinions
• track time
• encourage the participants
• Secretary
• documentation
• assist to track the session flow

• Tool-assistant
• aware of ideation tools
• tools include
• computer programs
• independent methods (as Fish bones
  diagram,SWOT-analysis )

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Group Members (cont.)

• Customer representative (Check Point - phase)
• -Practical perspectives of the brainstorming
  objectives
• -Interferes only after substantial amount of
  ideas have been mapped and there seems to be not
  many new ideas appearing
• - Responsible to carry in customer's objectives
• initial opinions of company's executives
• practical constrains as
• - money
• - time
• - personnel resources

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Group Members (cont.)

• Social facilitator
• has formed himself a framework of the
  brainstorming themes
• should not decide what the solution is, or even,
  what the problem is
• He is aware of the laws of group dynamics and
  human personality
• Well prepared to boost group creativity based on
  this framework

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Group Members (cont.)

• Technical facilitator
• technology related matters as
• product development tools
• production technology
• general commercial aspects
• Group members
• open attitude
• communication skills
• able to visualize their ideas
• fluent oral presentation
• wide range of disciplines and cultures

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Double Team
Discussion

• 1. Present the problem-framework
• 2. Innovate solutions in the teams of two
• - a pair selects five ideas to present
• 3. Pairs explain their ideas shortly
• 4. Ideas are grouped into logical categories
• 5. Pairs innovate more ideas into categories
• - Pair selects two ideas they present
• 6. Pairs explain their ideas
• 7. Grading of each idea with scores 1-3
• 8. Select the best ideas so far
• 9. Discussion
• 10. Select the best idea(s) after discussions

Grading
Grouping
Recommended for generation of long list of
solutions
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Fish Bones
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Mind Mapping
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Five Whys ( Hows!)
Ask WHY-HOW 5 times (at least)
Problem A machine does not work!
Why Fuse blown! How Voltage spike? something
got jammed? overload? etc Why Why
overload? How Component malfunctioned! high
resistance! no maintenance! etc Why Why there
was no maintenance? How Pump malfunctioned! a
spare part was old a spare part was
wrong! etc Why Why did the pump
malfunctioned? How Pump has overheated! electric
ity problems? etc. Why Why did the pump
overheated? How Cooler filter was jammed! So,
We replace the filter and check in regularly .
Why and how this can be reassured in the future
.?
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Getting More out of Brainstorming

• Method of Six Thinking Hats (Edward de Bono) or
  Six Eyes (Rodney King) can be used to get
  Brainstorming to work better

facts figures, information needs and gaps
intuition feelings and emotions
creativity alternatives, proposals, what is
interesting, provocations and changes
logical negative judgment and caution
logical positive why something works
meta-cognition creativity process control
Axon 2002 - program http//web.singnet.com.sg/
axon2000/index.htm
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SWOT Analysis

• SWOT is applicable for sorting unorganized
  knowledge bases and analyzing current status
• Successful SWOT yields structured mapping of the
  problem at hand
• For instance in product analysis
• identify strength and weaknesses of the product
• search through possibilities and threats (for
  instance for product launch)
• Realization List all the relevant properties and
  sort them into SWOT boxes!

inside
outside