Tag Archives: customer focused innovation

QR Code Professionalism @ BMW

“QR what?” I hear you say – and you are right. 🙁

It’s just been a couple of weeks ago, that someone tried to convince me, that now (as both have become commonplace) marketeers finally have fully understood the benefits and proper usage of QR codes in attracting new prospects for their campaigns and products.

And I had been quite close to agreeing with him.

Though, that was before the BMW incident.

Considering myself an addict to the latest electric vehicle technology, I could not help but taking a closer look after spotting a BMW ACTIVE E model at a charging station in downtown Leipzig.

charging station with BMW ACTIVE E and smart electric drive connected

Of course I also grabbed the promotional QR code from the window tag.

QR window tag on the BMW ACTIVE E

Which immediately brought down my longtime confidence in BMWs ever-present compentence in perfect engineering:

page stating the invoked page could not be displayed properly on a mobile device

“This content has not been optimized for mobile devices – please use a desktop system for viewing.”

 

So, yes, it still happens – and obviously even to the big guys.

Despite I have no idea how advertising for a huge corporation can get through all their internal approvals, without ever being verfied to work, it also shows that even in competitive and over-advertised markets like automobiles there appears to always exist some room for a competitor to do better.
 
Heard that, over at Daimler and Audi? 😉

 

OUTSIDE INnovation by Patty Seybold

Admittedly, I’m late. Patricia “Patty” B. Seybold’s work OUTSIDE INnovation already came out more than two years ago. And even though I started reading (or better: ‘devouring’) the first chapters immediately after it hit the bookstores in October 2006, the changes in my life, business and the moving left me up with always delaying OUTSIDE INNOVATION book cover this post until now. So what can I say after having lots of time to think through its ideas and concepts ?  Well, she got even better. 🙂  The new book is even more fun to read than the earlier ones. Also the new structure with bite-sized information chunks is very pleasing if you don’t have a lot of time to read chapters in one piece. Though, now you have to pay attention in order to keep up with the thoughtfully chosen information structure, if you want to get all of the causal connections right.

However (again) Patty has done a terrific job assembling the case studies of quite renowned firms from Europe and the US.

Right a the beginning the reader gets an introduction into which changes have occured to corporate innovation efforts and where the author sees her customer-focussed approach to foster and collect innovative concepts right from a company’s customers related to the traditional ivory tower paradigm of traditional corporated R&D labs (“if we build it they will come”).
 

As these are:

  • finding lead users in your respective industry, giving them the tools to customize your products and then, in return, letting their inventions influence your product development
  • engaging with the most visionary customers to co-design new products, services and processes
  • enabling customers to help one other, share new concepts and build on top of each others ideas

 
Currently working for a personalized goods company myself, I’d personally recommend this read to any product manager, CEO and all controllers still thinking, continuously throwing out new cheap “quick & dirty” products was be the most effective way to e-commerce.