Technological innovation is the company's engines and boosters. However, most companies only see innovation when it knows what it is: Sony Walkman with (Walkman) opened the era of portable music; Federal Express hub of the system's first completely changed the package delivery industry; P & G with the invention fluoride toothpaste and other household items have become an indispensable part of modern life.
Confusion is the reality: how a dynamic company's technology into the cold reality of the commercial value?
Innovation is a systematic project.
MarkM.Little served as president of GE Global Research Center prior to the post in charge of GE energy sector following a power generation sector, glue stick responsible for product profitability and potential growth, that time he was more concerned about the customer - the product delivered to the client's time hand to understand the needs of customers in the future.glue gun Now his work made him a real grasp of the overall situation on the next decade, this company can stand the source of innovation and cutting edge - choose the right technology-oriented, to predict future technology needs, consider how to GE for the future to inject new technological dynamism.
In his view, GE is the secret of vitality: the various parts of the world open to good ideas, put them together into their own potential projects. "First of all, to make their own R & D personnel in the areas of concern to ongoing communication with the outside world, including the best research institutions, to know the cutting edge of information technology; Second, Dongxi market demand, no matter anywhere in the world should know market demand ", MarkM.Little on" Chinese entrepreneurs, "said, GE's R & D team will often invite well-known experts as speakers outside, on a regular basis some of the processes and methods to R & D personnel and the outside world together for discussion and study to promote the formation of these ideas business concepts.
"We have seed money to vote for a team to make this team a short-term research and development, look at these new ideas can become reality, or is to be a pre-preparatory work. If the idea is good, we will further invest in make it a bigger subject, which we advance from the bottom up good ideas, good ideas to become the next GE and products. "MarkM.Little said.
And General Electric as respected research future technology, including Siemens, president of Siemens China, Dr. Xu Yading Institute of California, Berkeley, who in the Siemens Technology Transfer Center as president and CEO. The Technology Transfer Center is a dynamic and interdisciplinary flexibility "Business & Research & Development" organization, with universities, startups and individuals work closely with entrepreneurs, committed to technology to business transformation services.
"The most important technological innovation, domestic production and research about the combination, in our industry, we also keep up products, business opportunities, market completely closely together." Xu never put five people locked in a room so they want out of a new technological innovation. "We have to stimulate their imagination." He said.
To find out what the future looks like, what it means for Siemens, Siemens R & D department have developed a tool, called the Future, which is a teaching tool to help developers look to the future 10 to 15,20 years of technology development, economic development among the staff to understand what kind of technology for the future.
For the "future of the market."
Regardless of whether the identity "technological determinism", more companies to focus on the future of technological innovation in the market 5 years -10.
Samsung Electronics CEO Yun Jong-yong has said that the future is not predicted, but created a successful technology companies growing consumer must "choose" the power to respond. To this end, he explained the development strategy of Samsung's "infinite choice, infinite life": product line is to be rich, from the core components to complete products can provide; provide the user may be required for any configuration; the products to be compatible and interoperable between - so in order to meet the user's lifestyle unlimited demand.
In the industry view, not always leading Samsung Semiconductor R & D innovation, might not have so many stunning Samsung mobile phones, LCD TVs, camcorders, Blu-ray DVD.
"Nowadays young people around the world love Apple ipod, Sony PSP, Samsung D600, and other products are using Samsung memory. To the 2010 semiconductor flash memory can store one week to 168 hours of life information to allow people to enjoy richer creative life. "Hwang, head of Samsung Semiconductor, future semiconductor market becomes more differentiated, the global semiconductor market will shift from the PC turning point in digital consumer electronics.
Hwang pointed out that, if the company merely to the achievements in terms of a product was hesitant in the development of new technology is bound to be quickly eliminated by the market. He proposed in 2002, "Semiconductor integrated within 1 year to 2 times the speed of growth, led the growth of digital mobile technology and digital home appliances, not computers," the theory and Intel co-founder Gordon Moore The "semiconductor integrated triple every 18 months, led the growth of information industry of computer-based" theory in stark contrast, was identified as the semiconductor industry, "Huang rule."
"Huang's Law" is behind the never-ending Samsung Semiconductor path of technological innovation. In 2005, as director of the Institute of Microelectronics, Chinese Academy of money Crane was hired to Hangzhou, leading the second largest in the next Samsung Semiconductor R & D center, at present, hidden in the R & D center in Hangzhou High-tech Zone has been developed to the size of more than 100 .
"Samsung is building a semiconductor research, production and sales of local end of the type of sound management system, another target of semiconductor R & D center is a large number of technical personnel reserve for the headquarters provide a source of technological innovation," deputy general manager of Samsung Semiconductor R & D Center in China Zhao Cheng-kun said.
Technology activation brands.
Any company bent on innovation will not be smooth, the convergence of technology and the market, if disposed of improperly, may be counterproductive.
Sony Ericsson was faced with such confusion. In the joint venture company set up five years ago, Walkman brand has already begun the road of decline. Sony Ericsson Mobile Communications (China) Co., Ltd. Can-beam R & D Director, the shape of the super cool big boys even in childhood, it has been discarded. But now, by Sony Ericsson Walkman brand music phone on him excited about re-shaping, Sony Ericsson's goal is to catch up with millions of young people intoxicated ipod.
It had such a new thing for the music phone, go with an aging Walkman brand has been in doubt, but Sony Ericsson China, said Gunilla Nordstrom, "both music lovers and fans, or the ordinary mobile phone consumers I think many people will not have the word Walkman strangeness, when the music phone market began to form when the representatives of the music using a quality brand, will soon cultivate consumer trust and recognizable. "
Gunilla even neglected to cite his 14-year-old daughter, ipod, turn on your Walkman phone interesting example. "Large-capacity phone and high-quality combined music player, so we are looking to new users. Walkman music phone is actually a very, very cool product, design concept represents a future."
In addition to the use of these of course thanks to the original Walkman music technology, the Sony Ericsson made this platform the development and application more scalable, and rapidly expanded its product line. With the start in the market with the time of Walkman music phone with a standard way for itself a difference threshold. "When we started the company created to provide customers through the different values, experience, mobile phone design, product features and other aspects, to reflect their different." Gunilla said.
Sony Ericsson in China last year set up a new creative center, and many companies simply head for the Chinese market was different, the center undertakes to provide information needed for global functions, the first arrival of the designer creative center of the color of a master They analyze the color characteristics of Asians began.
Sony Ericsson's innovative design mainly follows three main principles: first, user-centric, the products developed to be comfortable to use; Second, I hope to design products that can cause the user's emotional response, allowing users to feel pleasure, which is known as the "sixth sense"; Third, there must be forward-thinking, at any time must be half a step ahead than the user.
Chan said beam, technological innovation, brand and market integration, Sony Ericsson has never stopped. Obviously, this is a lot of innovative companies can survive in the brutal market, growth depends on the laws of nature.