Entering the era of mobile Internet, operators are facing rapidly changing internal and external environments, and "innovation" has become a key word to deal with these changes. However, there is a general deviation in the understanding and understanding of the specific meaning, scope and how to implement innovation of personnel at all levels of operators.
There is a view that the operating mechanism and organizational structure of operators are difficult to compete with Internet companies with a strong innovation culture, and they should not “innovate for innovationâ€; there are also views that operators can invest too much in disruptive innovation, We should insist on improved innovation in the field of "intelligent pipelines".
Target: Process innovation "Benefits are more significant"
In response to the above problems, the author believes that operators should analyze and solve from two levels. The first level is to solve the problem of "Tao", that is, to unify the definition, scope, input and output concepts of innovation; the second level is to analyze the "innovation technique" in specific operations, that is, according to the actual situation of the enterprise Choosing the right innovation framework model is the specific implementation of the first level of problems.
The objects of innovation should not be limited to the products and services themselves, but also include the improved processes, methods, and technologies. Therefore, in the innovation process, operators should carry out process innovation and system innovation in addition to product innovation. Under certain conditions, the benefits of process innovation are more significant than product and service innovation.
Although some of China's telecommunications companies currently have strong innovation capabilities, in general, operators are still lagging behind in comprehensively covering enterprise products, processes, marketing, and the level of organization and management that serve the entire innovation value chain. Due to the lack of understanding of the "innovation technique", there is even a trend of "imitation innovation-integrated innovation, improved innovation-development of own standards, independent innovation" in the telecommunications industry. The result is that innovation lacks systematization and excessive goal-oriented It is difficult to copy and promote.
Recognizing that innovation is a process rather than a point, it will help operators achieve systematic innovation with the process as the core. The author believes that operators should not use innovation only as an evaluation indicator for technical departments or research departments, but as an evaluation indicator for the entire process of an enterprise's operation, and at the same time add this indicator to market performance and customer satisfaction. And other factors to ensure that the innovation process meets market and customer needs.
Mode: Application innovation has the highest short-term cost performance
After solving the problem of "Tao" and "technique of innovation" in the era of mobile Internet, operators can carry out actual innovation through the innovation model.
In terms of innovation models, there are four types. The first one is improved innovation with low technological innovation and low user innovation. The second is improved innovation with relatively high technological innovation but low user experience. Technological innovation, such as the change of mobile communication system, is a very typical type of technological innovation. Operators will change the original GSM system to CDMA system. For users, the call function has not changed much; the third is application innovation. , That is, a mode with low technological innovation, but a high degree of user perception of innovation. The typical case under this innovation mode is the innovation based on multiple value-added services on the unified communications platform; the last model is called Disruptive innovation, the degree of technological innovation and user perception of innovation are very high. For example, the transition from the second generation mobile communication technology to the third generation mobile communication technology belongs to this type. In addition, the MM business launched by China Mobile in recent years The model is also a typical disruptive innovation.
It should be pointed out that various innovation models are not static and immutable. In the case of changes in the internal and external environment, different innovation models will also be transformed. For example, in the replacement of the mobile communication system, although the customer did not obtain more new service functions when the operator changed the original GSM system to the CDMA system, to a certain extent, the operator used a lower cost The cost of technology is reduced, which in turn leads to a price drop. This makes the user's level of innovation feel reflected in another form, and technological innovation has transitioned to disruptive innovation.
Based on the theoretical framework of the innovation model, the author believes that the mobile Internet era can best bring short-term benefits to operators, and the innovation model worth investing in is application-oriented innovation that has a higher level of user innovation perception and requires less input from producers; Improved innovation with low user innovation perception and low input requirements for producers can be used as an appropriate supplement but should not be the focus of innovation work; and disruptive innovation can certainly bring operators a high level of user innovation awareness and difficulty Imitate the competitive advantage, but at the same time need to invest a lot of resources, so you need to be very cautious when making decisions; the most should be cautiously entered is the field of technological innovation, this kind of innovation model biased to the field of basic research, operators should cooperate with research institutions or Participate by means of patent transfer.
Resources: all stakeholders
Many companies position innovation as their core strategy, and believe that innovation only comes from within the organization, not to explore the sources of innovation from other channels. But in fact, the sources of innovation are diverse. When carrying out innovation under the mobile Internet, operators should expand their focus and sources of innovation to all stakeholders, including suppliers, customers, and partners And competitors. In addition, we should actively explore sources of innovation, and use R & D departments, marketing departments, customer service departments, customers, suppliers, and even competitors as sources of innovation to obtain innovative resources in all aspects.
All in all, operators need to be cautious on the one hand when investing in innovative work under the mobile Internet, and they must not be able to do things they should not do on behalf of others; To obtain innovative resources.
Of course, carrying out management innovation and process innovation is not a major operation on the existing organizational process, but a sorting, systematization and improvement of the process. The innovation model based on this management idea can avoid the development of the mobile Internet Take too many detours.
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