Managing IT Innovations:

1
Managing IT Innovations

• Stewardship

2
AGENDA

• Managing Innovations
• Managing IT Innovations
• The Steward as Entrepreneur

3
Thesis of This Session

• Traditional model of IT as supplier, user
  department as owner is incomplete
• Role of Product Steward has to be considered
• However, most products and most stewards are
  such that the role is incompletely carried out,
  with role conflicts and ambiguities
• This implies new/enhanced roles for IT

4
Managing Innovations

• There are three aspects to any innovation
• Users are often the clients for an innovation
• They are also sometimes the project leader
• And most important, they can be

• Motivating the innovation
• Generating/installing the innovation
• Using the innovation

application stewards -- and you, too!
5
Application Stewardship
Users
IT Group
By For
Application Development
Orgn
User Mgmt
By For
Application Management
Appln Steward
User Mgmt
By For
Application Stewardship
6
Managing IT InnovationsUse of an Application
Trying it out Using it once Using it usually
Habitual use Finding new uses
Actual Use
7
Managing IT InnovationsIntention vs. Use
Going To
Actual Use
8
Managing IT InnovationsCreating Intentions
Going To
Actual Use
9
Managing IT InnovationsInfluencing Attitudes
Have to
Want to
Going To
Actual Use
10
Managing IT InnovationsInfluencing Conformity
Appli- cation
Pre- cursor
User
Stew- ard
Have to
Want to
Going To
Actual Use
11
Managing IT InnovationsMotivating Use(rs)
Appli- cation
Pre- cursor
User
Norms
Pres- sure
Have to
Want to
12
The Steward as Entrepreneur Their Role

• Develop marketing plan for application
• Determine User Needs
• Determine User Abilities
• Locate/Develop the right Product
• Anticipate Marketing Problems
• Do Market Research

13
The Steward as Entrepreneur Their Role

• Develop marketing plan for application
• Sell product to consumers
• Show relative advantage of application
• Demonstrate usability
• Arrange risk-free trials
• Show it can do the job
• Instill respect for vendors

14
The Steward as Entrepreneur Their Role

• Develop marketing plan for application
• Sell product to consumers
• Help users buy in
• Reward (proper) use
• Keep users aware of changes
• Empower users through training
• Encourage excitement about product
• Use it yourself

15
The Steward as Entrepreneur Their Role

• Develop marketing plan for application
• Sell product to consumers
• Help users buy in
• Make product usable
• Keep vendors aware of bugs
• Keep users aware of new releases, requirements
• Reward innovative (catchable) use

16
The Steward as Entrepreneur Their Role

• Develop marketing plan for application
• Sell product to consumers
• Help users buy in
• Make product usable
• Provide post-sale service
• Retraining
• Relations with vendors

17
The Steward as Entrepreneur YOUR Role

• Develop marketing plan for application
• Sell product to consumers
• Help users buy in
• Make product usable
• Provide post-sale service