Innovation Workout

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Innovation Workout

• Assessing the Potential of Microsofts Zune
• Quiz, Consumption Chain Analyze and Feature Map
  an Innovation

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Zune vs iPod

• Right now, the iPod is a premium device.
• Even if you can only afford an iPod shuffle for
  US79, it still amounts to a fashion and
  lifestyle statement inherited from its larger
  siblings.
• If Microsoft wanted to design something really
  cool, they could.
• They have the money to attract the design talent.
• However, that's not in Microsoft's DNA.

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Look Deeper

• The key to reviewing the Zune is not to look at
  the features that it provides.
• A deeper understanding is, as usual, embedded in
  the politics of the device.
• The way to dilute Apples brand is not to come
  out with a cool device.
• Rather, one wants to make the portable music
  player a humdrum commodity device.
• A kind of roll-up-your-sleeves-and-get-to-work
  crowd. No nonsense crowd.
• Microsoft intends to tear down the elitist
  culture of the iPod and turn the portable music
  device into nothing more than a 9 blister-pack
  Casio calculator.

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Hardware? What Hardware?

• The current Zune isn't really a product per se.
• Not enough Zunes will be sold to qualify as a
  real product.
• Instead, the Zune needs to be viewed as a
  platform.
• The Zune gives Microsoft a ticket to
• Negotiate with record labels and Indies
• Negotiate with Hollywood studio execs
• Give away (where legal) Zunes to build corporate
  good will
• Poison Apple's dealings with other clients and
  partners and
• Develop product placement and visibility on TV.

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Toolsets Quiz Organize with a Mind Map

• Ask Questions Customer Experience is dynamic
• So are the questions in quizzing
• Who?
• is with customers while hey use the product
• How much influence do they have
• If we could arrange it, who would we want the
  customer to be with
• What?
• Do our customers experience when the use the
  product
• needs provoked our offering
• What else? might customers have on their minds
  
• When? do our customers use this ..
• Where? are our customers when they use this
• How? do customers learn to use the product .

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Toolsets Overview of Feature Set

• Prioritize and choose the major features of your
  innovation from the main branches of the Mind Map
• Review the main innovation features with a
  feature-attribute map for the entire innovation

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Toolsets Consumption Chain Analysis

• Determine the main steps in consumption
• Each step on the consumption chain has an
  attribute map
• You should only list the 3 or 4 most important
  steps
• These will determine whether the potential
  customer proceeds to the next step (good)
• Or leaves the consumption process (not good)

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Toolsets Feature-Attribute Map the 3-4 Key Steps
in the Consumption and Manage those 3-4 Steps

• Identify Discriminators and Energizers
• Describe how you will manage each of these
  features of the consumption process

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What to Present

• Mind Map of Feature Sets for the Zune Platform
  (business model)
• Consumption Chain with key steps containing
  discriminators and energizers
• Tell how you will manage each discriminator or
  energizer to encourage consumers to move to the
  next step of the Consumption Chain