[创新类型和模式.ppt

Chapter 3 Types and Patterns of Innovation Ericsson’s Gamble on 3G Wireless Ericsson, founded as a telegraph repair shop in 1876; by end of 2002 was the largest supplier of mobile telecommunications systems in the world. First generation of cell phones had been analog. Second generation (2G) was digital. By end of 1990s, sales of 2G phones were beginning to decline. Telecom leaders began to set their sights on 3G phones that would utilize broadband channels, enabling videoconferencing and high-speed web surfing. In late 1990s, Ericsson began focusing on 3G systems, and put less effort on developing and promoting its 2G systems. However, transition to 3G turned out to be more complex than expected, and there were worries that users might not value them as much as hoped. Had Ericsson gambled too much (and too early) on 3G? Ericsson’s Gamble on 3G Wireless Discussion Questions: 1. Is 3G a radical innovation or an incremental innovation? 2. What factors do you think will influence the rate at which 3G technologies are adopted by operators and mobile phone consumers? 3. Is Ericsson trying to offer more technological capability than consumers really need? 4. Is Ericssons focus on 3G technologies a good strategy? Why or why not? Overview Several dimensions are used to categorize innovations. These dimensions help clarify how different innovations offer different opportunities (and pose different demands) on producers, users, and regulators. The path a technology follows through time is termed its technology trajectory. Many consistent patterns have been observed in technology trajectories, helping us understand how technologies improve and are diffused. 創新種類 技術系統創新 技術創新 (Philip CD ’83) 產品創新 (Sony walkman ’79~) 流程創新 (7-11配送創新) 服務創新 (Fedex’s Hub spoke ‘98) 管理系統創新 架構創新 (KFC 加盟店 ‘52) 策略創新 (台積電 晶圓代工 ‘87) 創新的類型 依對象：產品創新(針對現有產品或服務的特性或功能來改變或開發新產品)與程序創新(針對產品服務或的製造、行銷、配送進行改變) 依幅度：連續性創新(對現有的產品、服務或技術做改變 )動態性創新(對現有產品、服務或技術做重大突破改變 )非連續性創新(為全新的產品、服務或技術)