Management of Innovation
Developing an integrated MP3 online storage tool
Laruelle Alexandre – Messaoudi Sami – Mharzi Amina – Ndao Soda - Touré Adama Institut de Commerce International de Dunkerque
Target Market Needs
Target: general public
Needs: security, products availability, rapidity, wide products range, competitive prices
Lead-users within the industry: cultural goods consumers, readers, e-buyers
Lead-users outside the industry: none
Security of the purchasing process Rapidity Practical
Basic activity: selling books Amazon payments: secured payment system Amazon Premium: Annual subscription Amazon MP3: MP3 platform
Selling diversified goods using innovative e-commerce methods all over the world
Competitors spends in ...view middle of the document...
Who ? This assignment is to be handled by the R&D department
Economic Specifications - Annual subscription ( 0 – $79 a year) Minimize the support cost of the program (FAQ)
specifications • Access to your music from anywhere, at anytime.
Support other files extension (MP3, WMA…) Unlimited data capacity ( Ultra version) Integrated music Player Smart radio Integrated antivirus program (software)
Visualization of the concept
Trial period ( One Month) Allowing customers to test the tool Training sessions No new technology involved
Support & Maintenance by R&D and CSR Target public for the commercialization: Young people and professionals Used channel: Amazon MP3 Store (existing channel) Marketing campaign: communication/newsletter
the number 1 problem of R&D is Time!
Innovation is to be fast to get the competitive advantage as soon as possible!
People will pay through their mobile phones so they don’t need to move and go to the music shop to buy their products. However, they don’t need to store or read their music online because they want to be in touch with their music (physical storage) The world looks exactly how it did 10 years ago. People still go to the music shops, buying music and pay directly because of worries about security. They don’t store online, they want to keep the pleasure to possess physically something. NFC: Mobile payment Many people store online access in train, or in the street. No need to wait to download. People don’t go anymore to the musicshop: they want to get the good as fast as possible: they buy and they pay through their mobile phones. Cloud use: Some people prefer going online to listen to music that allow them to save time, space and give them an instant access to the cultural goods they bought. But those same people don’t want to pay their music online for safety reasons.