20820007 Entry - 14

How Nokia Users Drive Innovation

By Jack Ewing

Through online aps such as Sports Tracker and Nokia Beta Lab, the Finnish handset giant gathers customers' ideas from around the world—virtually free

In March 2007, Nokia has introduced a new mobile phone application Sport Tracker on a company web site. Program was designed to take full advantage of the computing power in some Nokia handset models. Customer’s response was great to it more than 1 million people downloaded the program for sports that developers never dreamed of, like hot- air ballooning and motorcycle riding. Therefore users gave criticisms to develop online groups where users can share favorite routes and photos they took along the way. Sport Tracker became opportunity to Nokia experience with user- generated innovation. That’s the premise behind Nokia Beta Labs, a web site where the Finnish handset maker lets users test Smartphone software. The site became a good opportunity to them to survey and focus groups to measure reactions of customers to new product. At Nokia. Com users can share applications they created such as games and screen savers. Besides it, Nokia designers have traveled overseas (Mumbai, Rio de Janeiro, Accra in Ghanna) to sketch users their own dream mobiles. People were very innovative: one person’s design included a sensor to test water quality and another wanted a handset that flashed the word “Peace” that help defuse conflicts. Since Nokia launched the Beta Labs web site last year with Sport Tracker as the debut application it become a prime destination for lead users – tech savvy buyers of high- end. Nokia is benefiting from free applications such as Sport Tracker because they could capture how users are creative than just make phone calls. They are seeing that the application at amateur athletes was too narrow.

Opinion

I think Nokia is very sensitive and creative about the market where they operate. They benefited from free applications they offer for customers which bring them idea that not only great new product ideas come inside the company but there are many potential ideas inside the company. The most interesting thing is they are getting ideas and innovations free. I think reason is because Nokia is offering free services for its users to use their handsets fully which is making chance to express their feelings about new products and services just after try it. I have never heard about mobile with sensor to test water quality if Nokia can implement this kind of innovative ideas they can be first movers in this industry which will help them to deliver value more effectively by meeting customers changing needs. Therefore for company where most sales come from new products very important listening to the customers in order to prevent future risks they might face.

Reference : How Nokia Users Drive Innovation, by Jack Ewing
http://www.businessweek.com/globalbiz/europe/special_reports/20080428europeaninn.htm?chan=globalbiz_europe+index+page_innovation+%2Bamp%3B+design