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3/8/2011

UCTI

CREATIVITY & INNOVATION ASSIGNMENT

Word count: 2192 words

Done by: Ahmed Alaa Ibrahim | TP021072

March 8, 2011

CREATIVITY & INNOVATION ASSIGNMENT

Table of Contents

I. II. a) b) III. a) b) IV. a) b) V. a) b) c) d) e) VI. VII. a) b) VIII. IX. X.

Executive Summary................................................................................................................. 2 Introduction ............................................................................................................................. 3 Profile of the Company ....................................................................................................... 3 Objective Finding ................................................................................................................ 4 Fact Finding ......................................................................................................................... 5 Competitor Analysis ............................................................................................................ 5 Market Segment Analysis.................................................................................................... 7 Problem Finding .................................................................................................................. 8 Laddering Technique ........................................................................................................... 8 Problem Statement............................................................................................................... 9 Idea Generation Technique...................................................................................................... 9 Attribute Listing .................................................................................................................. 9 Scamper ............................................................................................................................. 10 Mind Mapping ................................................................................................................... 11 Concept Fans ..................................................................................................................... 13 Summary of Ideas .............................................................................................................. 14 Product Description ........................................................................................................... 14 Idea Evaluation .................................................................................................................. 15 Sticking Dots Analysis ...................................................................................................... 15 Plus-Minus-Interesting (PMI) Analysis............................................................................. 16 Conclusion ......................................................................................................................... 17 References ......................................................................................................................... 18 Appendix ............................................................................................................................... 20

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CREATIVITY & INNOVATION ASSIGNMENT

I.

Executive Summary

Creativity and innovation are concepts so dear to modern culture that their very mention excites immediate approval. These ideas lie near the heart of our humanity. People human civilization as having risen to eminence among the order species through political, scientific and technological innovation. The humans prize a cultural heritage that is rich in artistic creativity. Yet we have shown comparatively little curiosity about the birth and growth of innovation the ways in which creative impulse develops into path finding achievement. In todays fast paced society, lot of people use the cell phone and the computer or laptop at the same time. Its difficult to talk on the phone while using the mouse and keyboard at the same time. So why not use a mouse-cell phone?! Yes, a phone that you can use to call and has a laptop touchpad at its backside. Nokia brand is a well known cell with and phone really durable

manufacturer affordable

phones, thus Nokia would be the best to produce such a product. Alcont, 2009, Creativity, [Online image], Available at: http://www.ideachampions.com/weblogs/creativity.jpg [Accessed 22nd April 2011]

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CREATIVITY & INNOVATION ASSIGNMENT

Simply, that would be a normal phone like any other cell phone handset, hence that it would be more useful and innovated. This phone can be easily connected to the PC using either Wi-Fi or Bluetooth connection with will be supported by both devices, the PC and phone. Most computer users demand for a mouse that can be easily handled and used, cell phone users have the same demands as well. Most of cell phone customers look for a device that is affordable, durable, with high specifications, and stylish too. The mouse-cell phone design and performance will combine all that together as one simple and new innovation process. Its price and specifications would certainly meet the market demand. A high resolution screen, a high mega pixel camera, a sensitive touchpad to use as a mouse for the computer, and the design are all competitive to come up with. The price of the mouse-cell phone would be around USD 250. Sony Ericson company and Skype mouse VOIP phone would be a high competitor for such a product as that both companies are well known for their high capabilities in producing high quality devices.

II.

Introduction

a) Profile of the Company

Nokia corporation is the worlds largest manufacturer of mobile phones, serving customers in 130 countries. Originally a manufacturer of pulp and paper, Nokia was founded as Nokia Company in 1865 in a small town of the same name in Central Finland by Fredrik Idestam. (Nokia Corporation, 2011) Nokia manufactured items for Hitachi in France, Ericsson in Sweden, Northern Telecom in Canada, and Granada and IBM in Britain. In doing so it was able to increase its production capacity stability. (Nokia Corporation, 2011)

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Nokias ascendance to the top of the wireless world by the end of the 1990s could be traced to the company being able to consistently, over and over again, come out with high-margin products superior to those of its competitors and in tune with the market demands. (Nokia Corporation 2011) Nokia Corporation, 2011, Nokia, [Online image], Available at: http://www.nokia.com/pics/logo_nokia_115_40_1b.gif [Accessed 21st April 2011]

Nokia is a Finnish corporation headquartered in Espoo, Finland. It is a public limited liability company listed on the Helsinki, Frankfurt, and New York stock exchanges. At the end of 2009, Nokia operated a total of 15 manufacturing facilities in Brazil, China, Finland, Germany, Hungary, India, Mexico, the Republic of Korea and the United Kingdom. (Nokia-FAQ, 2011) I have chosen this company to manufacture my product because its well known in mobile industry, and will for sure bring much of great success and achievement when such a product is being set into the market under Nokia brand name. Nokia was recognized as the 5th most valued brand in the world. (Nokia Now, 2011)

b) Objective Finding

Innovating the mouse and the cell phone by putting them together in one device, so that it would be easy and comfortable for computer users to talk on the phone therefore not causing a shoulder or neck pain in a long term usage.
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III.

Fact Finding

a) Competitor Analysis

When it comes to market competition Sony Ericsson will be for sure one of the competitors. Most Sony Ericsson phones are known with a feature of using the cell phone as a mouse with the Bluetooth connectivity. But as a matter of fact, this feature cant be used while a call is going on, thus making the mouse-cell phone a great product to combine all in one usage. GSMArena, 2000-2011, Sonny Ericsson T630, [Online image], Available at: http://st2.gsmarena.com/vv/bigpic/snt630.gif [Accessed 21st April 2011]

Phones that have a cursor like Sony Ericsson T630 would be an alternative for the mouse-phone, hence that it doesnt have the same features and capabilities. The T630 phone doesnt have a smart phone specifications or a high megapixel camera, just a simple mobile phone with a Bluetooth connectivity and a normal camera. No GPRS connectivity or a GPS, which as mentioned above makes this phone as a simple cell phone. The companys target market would be people who are demanding for a cheap device with a Bluetooth connectivity and durable too. At work, home, or in a car youll find that Sony Ericsson T630 is unique with its style and a dimension of 102mm x 43mm x 17mm. (Sonny Ericsson T630, 20002011)
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An another alternative for the mouse-phone would be the Skype mouse VOIP phone. It is a good product of Skype that works both as a high quality VOIP phone with a unique sliding cover for easy transferring from a mouse function to calling. But still, the Skype mouse VOIP phone can be only used for VOIP calls but not as a cell phone. Including the fact that the device multiple functions can be only used once at a time and not together at once. Chinavasion, 2005-2011, Skype Mouse VOIP Phone, [Online image], Available at: http://eu.chv.me/images/chinavasion-CVDYN-VP688-7-noblue.jpg [Accessed 21st April 2011]

Skype will be targeting the PC users who use the computer for VOIP calls as that it would be an affordable and creative solution to use both a mouse and a VOIP phone in the same device. Its a great accessory to make chatting online that much easier and with a backlit LCD which will constantly be contact details, time, and duration and all in any language that your Skype program running under. Also featured are the large speaker for listening to music or voice and a smaller 20mW if you need more privacy. (Skype mouse, 2005-2011)

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b) Market Segment Analysis

Market segmentation analysis provides a comprehensive examination of the contraceptive market, identifies current roles of various of various sectors with respect to consumer groups, and helps determine how roles need to change to achieve contraceptive security. (Market Segmentation, 2002) The mouse-cell phone can be used by any consumer no matter of his or her age, gender, and income bracket. A person with a high or low income will be able to use the mouse-cell phone as that its price is affordable, even because the phone style would be elegant with several different colors such as white, blue, black and even pink mainly within the age of eighteen to forty years old. Despite the customer age, social class, background, or even lifestyle, the mousecell phone would be suitable for different types of people. Nokia has a wide range of customers all over the world, thus if the mouse-cell phone is produced by Nokia then customers who are already adapted to the company will for sure be retained as a result of their loyalty towards the company. Consumers of the mouse-cell phone will be looking for comfort in which they need not use their shoulder to hold the phone while using the mouse and keyboard all at the same time, this will prevent causing pain or damage in the tissues and shoulder muscles after a long term. Usage of the product will be most probably targeting the medium and heavy users group who use the PC and the cell phone together. Nokia will have regional and national marketing programs which is going to alter the product as its always used to, the product should be marketed worldwide to be used by all consumers of the PC and cell phones too.

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IV.

Problem Finding

a) Laddering Technique

Laddering is a method that helps you elicit the higher or low level abstractions of the concepts that people use to organize their world, the method is used by using probes. Probing means to peel back the layers of the informants experience. (Laddering interview, 1999-2011) Laddering and probing is used to understand the way in which the informant sees the world (Reynolds and Gutman, 1988)

Using the phone and mouse together will cause a damage in the shoulder and neck after a long term.

Leaving both products in the same state as it is without innovating any of the devices.

Innovating the mouse to be used as a cell phone and a mouse in the same device.

Will cause pain for the customer and will result in health problems after a long term if the device was not designed well.

User would prefer to give up on using either of the devices or use one at a time for his or her own comfort which will wast time.

No pain will be caused in the body. The design has to be compatible for both tasks and a way to save battery has to be discovered.

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CREATIVITY & INNOVATION ASSIGNMENT Figure 1

The graph above shows both of the options to be done, one is either innovating the mouse and the other is just leaving it as it is. Despite the points, the innovation choice will help the user and make him or her more satisfied while using the mouse-cell phone and will for sure not cause any pain in the shoulder or neck after a long term usage. On the other hand, the second choice is not innovating the mouse to a cell phone which will affect the user after a long term of using the keyboard, mouse, and phone all together.

b) Problem Statement

Finding a design that will be suitable to be used for both tasks as a mouse and a cell phone beside saving the battery energy which is hard to combine all in one device.

V.

Idea Generation Technique

a) Attribute Listing

Attribute listing is a great technique for ensuring all possible aspects of a problem have been examined. Attribute listing is breaking down the problem into smaller and smaller bits and seeing what you discover when you do. Attribute listing is a very useful technique for quality improvement of complicated products, procedures of services. Attribute listing is a good technique to use in conjunction with some other creative techniques, especially idea generating ones like brainstorming. This allows you to focus on one specific part of a product or process before generating a lot of whole ideas. (Attribute Listing, 1996)

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Feature Casing Keypad Weight Processor Microphone

Attribute Plastic Buttons Heavy Slow Normal

Ideas Stainless steel Touch Screen Light Faster Voice clarity feature

Figure 2 Thus, from the table shown above we can derive the idea of having a better casing by changing it from a plastic one to a stainless steel casing. The second idea would be changing the whole keypad and making it a touch screen instead. The third and at last but not least improving the processor, the products system can be faster by changing the processor used in most common cell phones to a better and faster one. Finally, the phone microphone can be improved with a better voice clarity.

b) Scamper
The scamper technique uses a set of directed questions which you answer about your probortunity in order to come up with new ideas. The stimulus comes from forcing yourself to answer questions which you would not normally pose. The questions direct you to thinking about a probortunity in ways typically come up with new ideas. (Scamper, 1997-2008)

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Scamper is an acronym which stands for questions relating to the following: Meaning S Substitute part of the product for something else C Combine two or more parts of products to make something new or enhancing purpose A Adapt the nature of the product Applications Replace the touchpad with a keyboard instead. Minimize the touchpad so that the keyboard can next or top of it. Add a keyboard which will also make it easier for the user to handle either the PC with the normal mouse or the PC with the touchpad. M Modify part of the product in an unusual way P Put to other use of the product Modify the whole phone to look like a mouse instead of a cell phone. Use as a mouse, keyboard, PC modem, and a cell phone all in one. Eliminate the touch pad can make the Eliminate one part of the product devise used as a USB modem for the PC and a keyboard as well. R Reverse the part of the product to work in reverse order. -

Figure 3

c) Mind Mapping

Mind Mapping is an important technique that improves the way you record information, and supports and enhances your creative problem solving. By using Mind Maps, you can quickly identify and understand the structure of a subject.
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You can see the way that pieces of information fit together, as well as recording the raw facts contained in normal notes. (Mind Maps, 1996-2011)

Figure 4
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d) Concept Fans
The Concept Fan is a way of finding different approaches to a problem when you have rejected all obvious solutions. It develops the principle of taking one step back to get a broader perspective. (Concept Fan, 2009) Concepts

Ideas
Find best designs for the device

Purpose

Directions

Come up with new technology to meet the market demand

Combine the touch pad and cell phone in one device

Make surveys for customers

Make the mouse or touchpad convenient to be used with the cell phone and PC Make sure that the user can be easily adapted to the mouse cell phone usage

Check the similar devices in the market to produce a more efficient one

Make Researc h Check market Extra Capabilit y

Provide a tutorial CD

Serve an identifiable service that is easy to operate

Design the device so that it can be relevant or similar to the current technologies

Innovate d design
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e) Summary of Ideas

Hence, all four idea generation techniques stated that more ideas can be featured in the mouse cell phone. First, design the device to be convenient with everyday use and stability. That means to innovate it not to be only a cell phone, but to be something new that can help the customer on his or her working time. Second, adding a small keyboard like the one used in smart phones can also be a good idea for such a device so that it would a portable input device for any PC. Finally, changing the device power option will be ergonomic and attainable for long term usage.

VI.

Product Description

The mouse cell phone has high specifications and functions featuring a mini keyboard and a touchpad at the back of it. The high megapixel camera and the touch screen. The device will last and operate for a longer time using a better battery type which will be durable on long business trips and long working hours, thus making it time-bound and user friendly device. As the market will be targeting people with their income level, thus the price of USD 250 is the best to provide in the market. The mouse cell phone is different than the VOIP Skype phone and any other cell phone or mouse with multitasks. Regarding to the age group, income level, and geography a device with the price of USD 250 combining a mini keyboard, a touchpad, and a high specification cell phone device will be convenient, efficient, and attainable for any party purchasing it.

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VII.

Idea Evaluation

a) Sticking Dots Analysis

This technique uses a simple procedure to allow members of a small group to vote directly for their idea preferences. The procedure involves giving each group member a fixed number of votes (in the form of self-adhesive, colored dots) and allowing them to allocate the votes in a pre-selected manner, or any manner they desire. (Sticking Dots) A major advantage of this technique is the direct participation of group members in the selection process. In addition, if each member is given a different color, it makes it easier to conduct a discussion on why people voted the way they did. On the other hand, voting conformity can occur. Another disadvantage would be the use of block voting by members who might wish to force their preferences. (Sticking Dots)

Specifications Touch Screen Camera Price Weight Storage Wi-Fi GPS

Skype VOIP Mouse Phone N/A N/A

Mouse Cell Phone

Sony Ericsson T630 N/A


N/A N/A
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N/A N/A N/A

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3G Operating System USB Port Bluetooth

N/A


N/A

N/A


N/A

N/A

Legend

Excellent Very Good Good Poor Very Poor

Figure 5

b) Plus-Minus-Interesting (PMI) Analysis

PMI is lateral and creativity thinking technique developed by Edward De Bono that is a development of the pros and cons technique that has been used for centuries.

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It is designed to deliberately direct your attention to the positive, negative and interesting aspects of a particular idea, subject or decision. (Plus, Minus, Interesting, 1996-2011)

Plus

Minus

Interesting Easier to make phone

Better phone features (+6) More time convenience (+3) More efficiency (+2) Not huge looking (+5) (+16)

Find a good market (-2)

calls while browsing the internet? (+4)

Harder to use (-6) (-8) Figure 6

Less weighting (+2) (+6)

VIII.

Conclusion

In closing, this assignment was really helpful and useful as well. I have learned that creativity and innovation has no extent in this fast paced society. Everything can be innovated to make peoples life easier and convenient. Efficiency is the first thing that comes to mind when creativity and innovation subject comes up. When Alexander the Great visited Diogenes and asked whether he could do anything for the famed teacher, Diogenes replied: Only stand out of my light. Perhaps someday we shall know how to heighten creativity. Until then, one of the best things we can do for creative men and women is to stand out of their light (John W. Gardner, 1912)
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IX.

References

1. Nokia Corporation, 2011, Company Profile, Information, Business Description, History, Background Information on Nokia Corporation, [online], Finland, Available from http://www.referenceforbusiness.com/history2/35/NokiaCorporation.html [Accessed 9th March 2011]

2. Nokia FAQ, 2011, Where does Nokia manufacture its products?, [online], Finland, Available from http://www.nokia.com/about-nokia/company/faq [Accessed 11th March 2011]

3. Nokia, 2011, Nokia Now:2000-Today [online], Finland, Available from http://www.nokia.com/about-nokia/company/story-of-nokia/nokia-now [Accessed 21st March 2011]

4. GSMArena, 2000-2011, Sonny Ericsson T630, [online], Europe, Available from


http://www.gsmarena.com/sony_ericsson_t630-559.php [Accessed 24th March 2011]

5. ChinaVasion, 2007, Skype Mouse VOIP Phone Sliding Cover, [online], China, Available from http://www.chinavasion.com/product_info.php/pName/skype-mousevoip-phone-sliding-cover/ [Accessed 30th March 2011]

6. Mehra, 1999-2011, Laddering Interview Techniques, [online], USA, Available from http://www.ehow.com/way_5191640_laddering-interview-techniques.html [Accessed 4th April 2011]

7. Morgan, 1993, Attribute Listing, [online], USA, Available from http://members.optusnet.com.au/charles57/Creative/Techniques/attributes.htm [Accessed 7th April 2011]
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8. Infinite Innovations Ltd, 1997-2008, How to use the Scamper Technique, [online], UK, Available from http://members.optusnet.com.au/charles57/Creative/Techniques/attributes.htm [Accessed 11th April 2011]

9. Enterprising Rural Families, 2004, Sticking Dots, [online], USA, Available from http://agecon.uwyo.edu/eruralfamilies/ERFLibrary/Tools/Choosing_Ideas.pdf [Accessed 15th April 2011]

10. Mind Tools LTD, 1996-2011, Mind Maps, [online], USA, Available from http://www.mindtools.com/pages/article/newISS_01.htm [Accessed 17th April 2011]

11. XU, 2009, Concept Fan: Widening the Search for Solutions, [online], USA, Available from http://conceptualtoolstechniques.blogspot.com/2009/10/conceptfanwidening-search-for.html [Accessed 17th April 2011]

12. Mind Tools LTD, 1996-2011, Plus, Minus, Interesting, [online], USA, Available from http://www.mindtools.com/pages/article/newTED_05.htm [Accessed 21st April 2011]

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X.

Appendix

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