~ ~ ITRI Creativity Laboratory

2007/1 2001/1 1998/9 1996/2 1994/8 1986/8 //Group Leader 2002/4 2003/12 ITIS / ITIS / Value Explorer/ / /, Leader 3

(2002~) (2002) (2004) (2004)(2005~) (2006) (2008~2009) (EABO) (2009) - (2010) (2005~2008) (2009~2010) (2010) (2009) (2009~2010) (2010) ~ (2009) : ~ Qualcom CNSBG (2005~ ) (2007~ ) (2008~) 2009 4

(2002~) 7 165 / 58 6 40 130 21 42 26 BP 117 99 62 42 24 72 125 125 100 100 16 16 85 DDI,, EMBA, EMBA,EMBA, EMBA, > 1200,, 2009 5

成長歷程清大化工(博) 成大化工/研北一女中排球隊長合唱淡江中學三芝國小排球隊長合唱團排球隊排球隊長合唱團leader 救護團副團長工研院排球隊長網球隊長羽球隊合唱團田徑隊中華野鳥學會義工高爾夫球隊總幹事開始學習當農夫的幫手,希望退休可以過耕讀的生活參加世界公民社的Ph.D College, 希望加強英文能力及國際影響力 6

= = Make a Change 7

= 1x1x11 1.1x1.1x1.1 0.9x0.9x0.9 8

~ 9

/ ~~ 10

IBM 11

IBM 12

IBM 13

IBM 14

/ /NPO/ /NPO/ / / () (hope) (pain) (needs) (fun) () : -, 15

// / (Innovation Network) : 16

x x = (Creativity) x (Customer Value) x (Implementation) = Innovation 17

~NSDB 18

NSDB NSDB (Needs) (Solution) (Differentiation) (Benefits) (N) (S) (D) (B) N-S-D-B : 19

NSDB Needs Solution Differentiation Benefits :,SRI 21

NSDB (1) N Important Customer/Client/Market Needs?? S Compelling Solution? : 22

D Superior Differentiation NSDB (2)??? B Maximum Customer Benefits? :? : 23

NSDB~ 106? Solution? 24

NSDB~ 106 Need : Solution +.. Differentiation: Benefit 25

NSDB ~? : 1010,2007.4 26

NSDB Need : Differentiation Knowhow Benefit 27

: 1010 2007.4 28

NSDB~ / // : 29

NSDB 12 了了 (Need) (Solution) 更 (Differentiation) 裡不 1/3 (Benefits) (Needs) (Solution) (Differentiations) (Benefits) 30

31 31

IBM 32

(1/2) GDP2006 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 32.14% 24.78% ICT 31.36% ICT 21.08% ICT 0.77% ICT 3.70% 24.43% 28.67% 13.98% 29.45% 14.64% 2008 31.90% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% 39.44% 28.70% ICT 39.14% ICT 28.28% ICT 0.29% ICT 0.43% 30.16% 34.89% 23.02% 31.37% 7.47% 5.04% 33 CIER2009/06 33

(2/2) 2006 0% 20% 40% 60% 80% 0% 20% 40% 60% 80% ICT 70.97% 69.85% ICT 53.79% 50.82% ICT 1.12% ICT 2.97% 13.94% 27.94% 3.61% 6.15% 3.53% 2.17% CIER2009/06 GDP ICTICT ICT 34 34

(1/2) ICLCD 35 35

(2/2) 70.97%ICT 69.85% ICLCDODM LCDDRAM ICT39.14% 13.94% 27.94% vs.vs. 36 36

Ulrich (1995)product architecture functional arrangementmapping functional element Shibata, Masaharu, and Kodama (2005)Fanuc s NC system architecture can be reversed from the module to the integral A-TeamA-Teamgeneric www.grips.ac.jp/vietnam/vdftokyo/doc/coesympoj_report1.pdf (2007/6/5) 37

(CoPS CoPS) engineering-intensive (Miller, Hobday, Leroux-Demers & Olleros, 1995) boldly going to somewhere none has gone before! (Complex Product Systems; CoPS) (Complex Products) (aircraft, high-speed trains, turbines) (Complex Systems) IT/ (Large IT/Software Projects) (large ERP, software system) (Large Technical Systems; LTS) (telecom network, electronic road pricing system) (Large Engineering Projects; LEP) (Constructs) (airport, mass rapid transit, hydro) 38 Ren and Yeo (2006) 38

39 39

/ // 40 / 40

台灣製造的可能轉型方向差異化系統提供者 Differentiated System Providers 參與複雜產品系統 Involvement in CoPS 台灣製造活動的核心製造服務化 Manufacturing Servitization 需要跨越鴻溝 Substantial gaps to be filled! 41 資料來源: 中華經濟研究院, 陳信宏博士 41

(1/2) B2C ipod+ DellHP B2B GEIBM IBM 42 AppleiPodiPhone ipoddevicedevices as services +Software Intelligence+ 42

(2/2) 200811 2.5 2.5 43 43

bundled offering & 44 44

From Product-focused to Service-focused offering Total Offering Go downstream Customer Intimacy offering Functionality/Use Provided offering/ 45 45

1 2 3 4 5 6 7 8 9 \ 10 11 12 \ 13 14 15 16 46

http://www.biba.uni-bremen.de/projects/expide 47

vs. Reiskin (2002) CMS 48

49 (intangibility) (intangibility) (inseparability) (inseparability) (heterogeneity) (heterogeneity) (perishability) (perishability) (context) 7-11 (context) 7-11 (co-location) delivery ICT (co-location) delivery ICT :,2009

product-based services White (1999) 50

Mont (2004) 51

VS (Cost per Unit) (1/2) () 30% ()() (Cost per Unit,) 52

VS (Cost per Unit) (2/2) CPU199635%40% 50% 8%4.5% 18 1150% 53

GE Power by the hour(1/2) 2000GE 5-6% customer experience-led innovation a service offering that addressed both the functional and emotional needs of a client selling aircraft thrust or guaranteed uptime GE will bear responsibility for getting an aircraft into the air at the appointed hour 54

GE Power by the hour (2/2) Tekes (2007), Seizing the White Space Innovation Service Concepts in the United States. 55

(1/2) Co-creation B2B IBMPC vs. Server & Mainframe / Complex Product SystemsCoPS 56 56

(2/2) ICT revenue model GE Power by the hour GE 57

1 2 () Mode 1 (Product Extension Service) Inter-entity cocreation Mode 2 (Product Function Service) Mode 3 (Integrated Solution) 3 / 58

Mode 2& 2 Mode 33 Atkins Mode 2/ Mode 3 Mode 3Atkins Complex capital projects BWTC IT Carbon Critical Design/ Nokia Mode 3 Nokiapain points service portfolio customer engagement models Dupont Mode 1 Mode 2Cost Per Unit, CPU Chemical Management Service, CMS IBM Mode 3 Mode 2 1.2. SR3. 4. 59

Mode 1 Mode 2 Mode 3 offering offering offering Service by Integration SSDMM System Solution Design Manufacturing and Move Mode 1 GIDM PDM/CPC EV-GLM Design for Environment 2007 Y 6 2 2 30~50 1,000 ICT Y LY SSDMM1.System Solution 2.Design & Manufacturing 3.Move / CCPD (Centralized Control Distributed Process) RoHS Outdoor Service by Innovation +/Platform NBMode 3 60

Mode 11 cash flow alue stream / CMS / / 61

Mode 22 / / IBM / CMS Apple ipod / / 62

Mode 33 / / cash flow / Nokia IBM / Atkins BWTC alue stream 63

( ) 64

~ 66

() (Quantum Jump) () 67

~ Stpe2: Stpe3 : Stpe1 : (Scenario) Jay Lee,(2009) 68

~ ipod MP3 Palyer? ipod 1000() 92% itunes62% Ferrari, Benz, LV, Prada,,2006 69

ipod Jay Lee,(2009) 70

: 72

ERP ( ) Needs Visible Invisible Unmet Met ERP CRM SOA Served Not served Visible Invisible Customers / markets 73

Step1:

Step2:

Step3:

Step3: ()

Needs Visible Invisible Unmet Met DIY Served Not served Visible Invisible Customers / markets 78

Step1:

Step2:

Step3:

(1) ~ (Benefits) 83

(1) ~ Needs Visible Invisible Unmet Met Gaps Scenario Gaps (Benefit) Served Not served Visible Invisible Customers / markets Jay Lee,(2009), 84

Case 1 Case 2 OEM (ipod Apple ) B2B2B2C(-- -) Consumer (B2B2C ) B2B ( ) 85

(Application Scenario) () 86

Benefit~ = + 87

Emotional Benefits ) High Functional Benefits Features. Value Creation 88

Benefit ~ Emotional Benefits High ) Functional Benefits Features. Value Creation 89

Benefit ~ Emotional Benefits High ) Functional Benefits Features. Value Creation 90

Laddering Bystedt, Lynn and Potts (2003) Moderating to the Max 91

- -Bystedt, Lynn and Potts (2003) Moderating to the Max 92

~..... 93

: Roland Berger 94

(1) Traditional Hedonism () Clanning // Aspiration Tranquil Vitality Classic Traditional Performance () Quality Proven Service Security : Roland Berger 95

(2) Progressive Hedonism () Carefree Thrill & Fun / New/Cool/Trendy / Progressive Performance () Personal Efficiency Customized Innovation/Protech / : Roland Berger 96

(3) Altruism () Purism Fair / Nature Moneyism () Smart Shopping Total Cost : Roland Berger 97

~ 98

~ 99

100

Benefits (..) (...) () ( ) (.) PC... 10%0.5kg 20%(0.002kg) (0.01kg) 101

(1) B2C ~ 102

(1) B2B2C ~ 103

(1) B2B 104

(B2C) (B2C) (B2C) 3M 105

(1)~ (1)~/ 106

(2) ~ (Needs) 107

~ Stpe2: Stpe1 : Stpe3 : Jay Lee,(2009) 108

? /...... 109

~.. 110

111

- Space Mapping Gap (Need) Jay Lee,(2009) 112

113

(Space) / : :. :. : 114

(2) ~ (1)?? 117

(2) ~ (Needs) (Space -- 118

IDEO 119

IDEO IDEO (Human Factor) IDEO 120

IDEO DEO (Have funs in the work) IDEO Defer judgment Encourage wild idea Build on the ideas of others Stay focused on topic One conversation at a time Be visual Go for quantity IDEO Innovation Process Observation Brainstorming Prototype 121

: IDEO ABC News??? 122

~ 创识丢脸润实现实现满费没给创来没 123

~ Zespri 10%,,2009.7 124

~3M (BEF) 3MLCD 20 3M, 2006 125

~3M 1990 3M: 3M 3M (Brightness Enhancement Film (BEF)) BEF 3M, 2006 126

(3) (Solution) 127

~ Stpe2: Stpe1 : Stpe3 : Jay Lee,(2009) 128

() ( ) : (one by one) trigger Diffusion thinking Convergent thinking answer Creative thinking Logical thinking 129

-- 130

(Defer judgment) (Strive for Quantity) Seek wild ideas (Build on other ideas) 131

(Defer Judgment) Defer Judgment 132

(Strive for quantity) 1300 22 133

(Seek wild ideas) 134

135

(3)~ (2) 136

den Hertog (New Service Concept) (1) (New Client Interface) 2 Outside-in+ Inside-out (Technological Options) (4) (New Service Delivery System) 3 Outside-in Business New Insight den Hertog (2001) Social Development Technology 137

138

~ (Highlighting) 139

(Be affirmative) (Be deliberate) (Check your objectives) (Improve ideas) (Consider novelty) 140

(Differentiation) 141

= F (Technology) (Feature) (Function) (Feeling) 142

( ) Needs Solution Options 143

144

IP Knowhow. () Knowhow 145

146

(Innovation for Next Century) (Market (Market-Oriented) (Open) (Collaborative) (Multi (Multi-disciplinary) (Global) 147

vs. Reiskin (2002) CMS 148

1 2 () Mode 1 (Product Extension Service) Inter-entity cocreation Mode 2 (Product Function Service) Mode 3 (Integrated Solution) 3 / 149

~ Stpe2: Stpe1 : Stpe3 : Jay Lee,(2009) 150

NSDB NSDB : 152

People: / / / / / /... T: A : (Bridger) 153

5 5C C Commitment Challenge Change Chance Communication 154

155

- 156

~ Fran Johansson (The Medici Effect) (Intersection) 21 Intel Intel (L OREAL) 6 230 1037,2007.10 157

6/21/90 158

barbrayeh@itri.org.tw : 03-5912481(O) 195 53-133 : http://www.creativitylab.itri.org.tw : http://nc.itri.org.tw U19: www.u19award.com : http://dreams.2010taipeiexpo.tw/mp.asp?mp=1 159