8 May 2008

France Telecom: from 1000 ideas to 1 product

Be the first to share

Orange
A series of web pages on the France Telecom/Orange site give an insight in how the company moves from the many ideas that come out of R&D, to a product or service that is ready for the market.

In 2005-2006, France Telecom created two structures, the Explocentre and the Technocentre, which work in close collaboration with the R&D laboratories installed all over the world, but are run by the Strategic Marketing Department, which provides the group’s orientations and knowledge of the market.

The Explocentre is an “incubator for R&D projects” and “concentrates on nurturing highly innovative concepts with strong potential, but that could be deemed too risky to be placed directly on the market”. The Explocentre determines their feasibility and potential, and tests new uses and technological breakthroughs before market launch. Interestingly, the centre works with “new methods based on co-creation with customers and partners, using design to drive innovation. Ideas for services are investigated, tested and re-worked with customers to find real value potential.”

Once explored, the most promising concepts are submitted to the Technocentre, which deals with the implementation of these “mature” projects. The Technocentre is responsible for turning them into products ready for the market, either by industrialising them for a commercial launch or by transferring to a spin-off or joint venture for development. The centre brings together around 30 teams consisting of a marketing specialist, a researcher and a network engineer.

So at the one end of France Telecom’s innovation chain there are ideas coming in from R&D, and the company’s industrial partners and employees. Those ideas with high development potential go to the exploration centre, where they are analysed and tested. The integrated strategic marketing in the innovation chain then takes over marketing the product within the technocentre. Finally, agreed projects are integrated into the Group’s Product Roadmap and 3-year plan, which is the other end of its innovation process.

Be the first to share
25 September 2016
Three new reports on behavioural science applied to policy making
European Commission There is growing recognition that behavioural insights (BIs) – by shedding light on how people actually make choices – help deliver more effective policies and complement traditional forms of intervention. The Behavioural Insights Applied …
18 September 2016
Better decisions by design: applied behavioral science
Can we design a decision aid that gives us health information we need and counters our biases so that we end up more knowledgeable and confident in our preference? This is the challenge that …
5 September 2016
Great engine, but the fuel seems poor. Discussing insight development in corporate marketing
The September issue of the Harvard Business Review (HBR) contains a lengthy essay, entitled Building an Insights Engine, on how Unilever has created the organizational capabilities to "transform data into insights about consumers’ motivations and …
4 September 2016
Cognitive bias cheat sheet
Cognitive biases are tendencies to think in certain ways that can lead to systematic deviations from a standard of rationality or good judgment. Buster Benson has tried to arrange the rather exhaustive lists of cognitive …
4 September 2016
The 5 W’s of doing great user research
Sarah Doody explains in a Frontify guest post, which questions you have to ask doing a user research. Why is a user research important? When should you do research? "If you want to design a product …
3 September 2016
[Paper] Design for behaviour change as a driver for sustainable innovation
Design for Behaviour Change as a Driver for Sustainable Innovation: Challenges and Opportunities for Implementation in the Private and Public Sectors Niedderer, K., Ludden, G., Clune, S. J., Lockton, D., Mackrill, J., Morris, A., Cain, R., …
30 August 2016
Intel’s Todd Harple proposes new toolkit for fashion designers
Fashion designers must integrate software, sensors, processors and new synthetic and biological materials into their toolkit, argues Intel anthropologist Todd Harple. "A fourth industrial revolution is set to change fashion, resulting in a new materiality of …
24 August 2016
New Human Centred Design toolkit launched for African context
Future by Design, a Human Centred Design (HCD) and customer-centricity consultancy focused on the African continent, has produced an HCD Toolkit (download link) that’s especially appropriate for an African context, and intended for application where …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

5 September 2016
Great engine, but the fuel seems poor. Discussing insight development in corporate marketing

The September issue of the Harvard Business Review (HBR) contains a lengthy essay, entitled Building an Insights Engine, on how Unilever has created the organizational capabilities to “transform data into insights about consumers’ motivations and to turn those insights into strategy.” The article was written by Frank van den Driest and Keith Weed of a […]

29 August 2016
Experientia discussing ethnography and patient-centricity at EPIC 2016

This week Experientia joins our colleagues and peers in Minneapolis at EPIC 2016, the premier international gathering on ethnography and design in industry. The theme for the conference this year is Pathmaking, emphasizing the power of ethnography to create transformative innovation, growth and strategic success for companies, industries and communities. On the second day of […]

22 June 2016
A united energy economy: Experientia helps wrap up the CITYOPT Nice pilot project

Can behavioral change address local energy issues, raise people’s awareness energy consumption issues, and directly support non-profit organizations at the same time? With the Nice pilot of the CITYOPT project, we have seen strong suggestions that it can. It also suggests that the sense of belonging to a local community is a strong motivation for […]

23 May 2016
Experientia white paper: “Conducting clinical trials is about working with patients”

Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]

12 April 2016
The latest on innovation in Energy Efficient Buildings: annual round-up of EU Commission projects

Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]

8 March 2016
Behavioral modeling – Shaping cultural change and behavioral evolution

One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]

See all articles