PEER PRODUCTION+! OPEN INNOVATION!

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1 STEFANO MAFFEI! PEER PRODUCTION+! OPEN INNOVATION! A NEW DESIGN PARADIGM!! DESIGN SCHOOL _ POLITECNICO DI MILANO! Corso di Laurea Magistrale in Design _ Anno Accademico 2011/2012!! Cultori della materia: Massimo Bianchini / Patrizia Bolzan / Paolo Liaci / Diego Longoni! STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 0!

2 USER INNOVATION! Learning from lead users! STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 1!

3 USER INNOVATION! Learning from lead users! He argued that in many industries, new product and service ideas come from lead users that is, customers who utilize the product or service in extreme conditions and effectively help the company co-create new offerings as a result. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 2!

4 USER INNOVATION! Learning from lead users! Lead user consumatore particolarmente competente e sofisticato, tipicamente più innovativo rispetto alla media dei consumatori, che sviluppa in completa autonomia nuove soluzioni per le imprese. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 3!

5 USER INNOVATION! Learning from lead users! Le imprese traggono vantaggio dalla collaborazione con i lead user in quanto essi anticipano i bisogni futuri dei consumatori. In questo modo le imprese possono anticipare le mosse del mercato. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 4!

6 USER INNOVATION! Learning from lead users! I lead user hanno tre caratteristiche: > hanno un evidente beneficio derivante dall'introduzione dell'innovazione e, proprio per questo, essi sono altamente motivati e incentivati; > hanno un forte grado di expertise e quindi possono "dire la loro" con evidente cognizione di causa; > riescono ad anticipare il bisogno nel mercato mesi o a volte anni prima che questo si manifesti in modo evidente (forecasting ability) STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 5!

7 USER INNOVATION! Evolving the paradigm! INNOVAZIONE CHIUSA VS. INNOVAZIONE APERTA STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 6!

8 OPEN INNOVATION! Un nuovo approccio! STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 7!

9 OPEN STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 8!

10 OPEN INNOVATION! Un nuovo approccio! L'idea centrale di questo concetto è che, in un mondo come quello attuale dove la conoscenza viene largamente diffusa e distribuita, le aziende non possono pensare di basarsi solo sui propri centri ricerca interni, ma dovrebbero invece comprare o concedere in licenza le innovazioni (per esempio con i brevetti) attraverso scambi con le altre aziende. Inoltre, le invenzioni sviluppate internamente ma non utilizzate nel proprio business dovrebbero essere date all'esterno (attraverso contratti di licenza, joint ventures, spin-offs). STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 9!

11 OPEN INNOVATION! Un nuovo approccio! STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 10!

12 OPEN INNOVATION! Un nuovo approccio! Open Innovation is the use of purposive inflows and outflows of knowledge to accelerate innovation. With knowledge now widely distributed, companies cannot rely entirely on their own research, but should acquire inventions or intellectual property from other companies when it advances the business model. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 11!

13 OPEN INNOVATION! Un nuovo approccio! Open Business Models create value by leveraging many more ideas, due to their inclusion of a variety of external concepts, and can also enable greater value capture, by using a key asset, resource, or position not only in the company's own business model but also in other companies' businesses. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 12!

14 OPEN INNOVATION! Un nuovo approccio! Services Science, Management and Engineering integrates management, social and cognitive sciences, computer science, operations research, and engineering to drive innovation, competition, and quality of life through service systems. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 13!

15 OPEN INNOVATION! E la sua relazione con il design! STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 14!

16 ETICA HACKER! Il motore segreto! STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 15!

17 ETICA HACKER! L esempio! STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 16!

18 CROWDSOURCING! Evolving the paradigm! DA CONSUMO DI MASSA A PRODUZIONE DI MASSA STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 17!

19 CROWDSOURCING! La produzione di massa! Crowdsourcing is a distributed problem-solving and production model. Problems are broadcast to an unknown group of solvers in the form of an open call for solutions. Users, also known as the crowd, typically form into online communities, and the crowd submits solutions. The crowd also sorts through the solutions, finding the best ones. These best solutions are then owned by the entity that broadcast the problem in the first place, the crowdsourcer, and the winning individuals in the crowd are sometimes rewarded. In some cases, this labor is well compensated, either monetarily, with prizes, or with recognition. In other cases, the only rewards may be kudos or intellectual satisfaction. Crowdsourcing may produce solutions from amateurs or volunteers working in their spare time, or from experts or small businesses which were unknown to the initiating organization. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 18!

20 CROWDSOURCING! La produzione di massa! Perceived benefits of crowdsourcing include the following: > Problems can be explored at comparatively little cost, and often very quickly. > Payment is by results or even omitted > The organization can tap a wider range of talent than might be present in its own organization. > By listening to the crowd, organizations gain first-hand insight on their customers' desires. > The community may feel a brand-building kinship with the crowdsourcing organization, which is the result of an earned sense of ownership through contribution and collaboration. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 19!

21 WIKINOMICS! La produzione di massa! STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 20!

22 WIKINOMICS! La produzione di massa! According to Tapscott, Wikinomics is based on four ideas: Openness, Peering, Sharing, and Acting Globally. The use of mass collaboration in a business environment, in recent history, can be seen as an extension of the trend in business to outsource: externalize formerly internal business functions to other business entities. The difference however is that instead of an organized business body brought into being specifically for a unique function, mass collaboration relies on free individual agents to come together and cooperate to improve a given operation or solve a problem. This kind of outsourcing is also referred to as crowdsourcing, to reflect this difference. This can be incentivized by a reward system, though it is not required. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 21!

23 WIKINOMICS! La produzione di massa! Inversion of Coase's Law. A firm will tend to expand until the cost of carrying out an extra transaction on the open market become equal to the costs of organizing the same transaction within the firm. With the costs of communicating dramatically dropping, firms who do not change their current structures will perish. Companies who utilize mass collaboration will dominate their respective markets. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 22!

24 CROWDSOURCING/OPEN SOURCE! Le differenze! The difference between crowdsourcing and ordinary outsourcing is that a task or problem is outsourced to an undefined public rather than a specific other body. The difference between crowdsourcing and open source is that open source production is a cooperative activity initiated and voluntarily undertaken by members of the public. In crowdsourcing the activity is initiated by a client and the work may be undertaken on an individual, as well as a group, basis Other differences between open source and crowdsourced production relate to the motivations of individuals to participate. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 23!

25 CO-CREATION! Da un altra prospettiva! Co-creation is a form of market or business strategy that emphasises the generation and ongoing realisation of mutual firm-customer value. It views markets as forums for firms and active customers to share, combine and renew each other's resources and capabilities to create value through new forms of interaction, service and learning mechanisms. It differs from the traditional active firm - passive consumer market construct of the past. Co-created value arises in the form of personalised, unique experiences for the customer (value-in-use) and ongoing revenue, learning and enhanced market performance drivers for the firm (loyalty, relationships, customer word of mouth). Value is co-created with customers if and when a customer is able to personalize his/her experience using a firm's product-service proposition in the lifetime of its use to a level that is best suited to get his/her job(s) or tasks done and which allows the firm to derive greater value from its productservice investment in the form of new knowledge, higher revenues/ profitability and/or superior brand value/loyalty. STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 24!

26 OPENP2PDESIGN! La nuova prospettiva! What is openp2pdesign.org? It's a Strategic Design project that offers Open P2P Design projects It's not a startup (yet) but an hub in the Open Design network STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 25!

27 OPENP2PDESIGN! La nuova prospettiva! STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 26!

28 OPENP2PDESIGN! La nuova prospettiva! What is Open P2P Design? Open Design (design of an open project) + P2P Design (design of a peer-to-peer system) = the co-design of Open P2P social systems A promising way to design with/for a Community and its Locality STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 27!

29 OPENP2PDESIGN! La nuova prospettiva! Why Open / P2P forms are promising? * Open Source is based on Communities * Communities are Complex Systems * Bazaar style enables parallel projects, then evolution, selforganization and emergence * Complex Systems can solve Complex Problems Complex Open P2P communities could: --> solve complex problems --> design complex projects --> design complex collaborative activities STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 28!

30 OPENP2PDESIGN! La nuova prospettiva! What about the process of Open P2P Design? * analysis of the existing community, activity and platform * concept design of a collaborative activity * distribution/sharing/discussion of the concept * parallel and iterative co-design of the collaborative activity and building of the platform * self-organization --> shaped by knowledge, reputation and participation STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 29!

31 OPENP2PDESIGN! La nuova prospettiva! Why Open P2P Design? * mass-collaboration/crowdsourcing/distributed creativity force a change in the role of designers designers become enablers of distributed creativity Why Open P2P Design? * communities generate innovations as the outcome of collaborative activities --> a designer becomes an enabler of innovation and change STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 30!

32 GRAZIE! STEFANO MAFFEI _ FACTORY@EVERYWHERE _ PEER PRODUCTION: A NEW DESIGN PARADIGM?! 31!