Technology & Innovation

Opening up

April 15, 2008

Global

April 15, 2008

Global
Our Editors

The Economist Intelligence Unit

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How R&D is changing in the telecommunications sector today

Opening up: How R&D is changing in the telecommunications sector today investigates how technology and telecommunications firms are dealing with the process of innovation. The report was commissioned by SAS.

Few industries can rival the rate of innovation seen within the telecommunications sector over the past decade. In 1998, mobile phone companies such as Nokia boasted of high-end models with built-in FM radio and infrared connectivity. By 2007, many phones offered digital cameras and music players, video conferencing, wireless networking and the capability to browse the Internet and respond to e-mails. Accordingly, phone networks have been upgraded to handle rising volumes of voice, video and data traffic, even as users increasingly route their calls over the Internet instead. Less than five years ago, a start-up company released the first version of its software that allowed users to make free phone calls between any two computers. Today, Skype is used by some 276m people to make voice or video calls, share files and send money.

It has been a busy decade to keep up with. This is especially true for the thousands of companies responsible for these breakthroughs—or for those aiming to enter the telecoms market. As the rate of innovation has increased, so have the pressures and demands placed on those responsible for this R&D effort. Inevitably, this has forced them to change the way they work. This report from the Economist Intelligence Unit, sponsored by SAS, aims to explore these changes in greater detail and the overall impact on the innovation process. Some of the key findings within the report include:

  • Telecoms firms are increasingly embracing Open Innovation. The traditional R&D model in telecoms, as in other industries, was to keep research tightly under wraps as companies developed new products or services. But this approach is giving way to a more open one, dubbed Open Innovation (OI) by business professor Henry Chesbrough, which instead seeks to engage suppliers, corporate partners, academia and customers in the R&D process. This extends to intellectual property (IP), where companies profit from others use of their own ideas, while also licensing ideas from elsewhere. The majority (74%) of telecoms companies polled for this report agree that the way they innovate today is significantly different from how they approached innovation a decade ago.
  • Open Innovation involves closer links with a growing number of external partners... Shifting to an OI model will typically mean fostering more of a venture-capital environment internally, while cultivating stronger links with start-up firms, academic researchers and commercial partners. Over the past two years, companies typically partnered with two to five other organisations, although about one in four tied up with just one or none at all. Looking ahead, the number of those who won’t partner will decline (from 10% to less than 6%), while the proportion of those partnering with more than five other organisations will increase (from 23% to 35%). However, survey respondents also expect this to prove more expensive and labour-intensive.
  • …but most of all with customers. Perhaps most important of all will be the expansion of the role played by customers in OI. More respondents to this survey (63%) say they have involved customers in the innovation process than any other of ten suggested approaches, including partnering with other firms, acquiring new technologies or financing a start-up. Previous liberalisations of the telecoms marketplace saw first equipment manufacturing and then network services transformed by new entrants. The impact of customers on the innovation process may prove to be equally transformational.
  • But opening up the R&D process often requires organisational upheaval. Large companies with a long history in the industry will need to revise their organisational structures and processes significantly if they are to pursue OI successfully. Years of upheaval have prepared many of them for this next big change. But newer, smaller companies with less of an organisational legacy may yet prove—like newly modernising countries with less of a legacy infrastructure—to be keen competitors at the innovation game. R&D managers will have their work cut out for them.
  • Most telecoms have already had new rivals enter their market through new innovations—or expect this to happen soon. Within the communications sector as a whole, the boundaries between telecoms and computer software have been steadily eroding. About two-thirds (64%) of firms polled say that a new rival has entered their market through a new innovation over the past five years, with most of the balance expecting this to happen in the next five years. Just 8% don’t believe this will happen. In this environment, companies are looking to OI as a key resource—helping them to identify future revenue streams, speed up their response to technological change and come up with ideas for new products and services.

Over the coming decade, technological developments in the telecoms market will continue their rapid evolution. Companies seeking a source of innovation will look to tap into ideas from all over the world. Indeed, today’s emerging markets look likely to be a major source of tomorrow’s ideas. Take India-based Spice, for example. The telecoms firm recently introduced a mobile phone costing just US$20, in response to local customer demand. Expect more innovations from unexpected places.

[1] Open Innovation, The new imperative for creating and profiting from technology, Henry Chesbrough, Harvard Business School Press, 2003.

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