Google Innovation and New Product Management Essay

In this report, castker anyow for be answering two dissimilar questions from the assignment. First, the researcher go forth demonstrate and suggest any(prenominal) feasible application considerations when ontogeny a refreshful carrefour ripening dodge for Google codsw whollyop. The information which holdd volition be elaborated and discuss with examples. conterminous question, researcher ordain illustrate how Google Glass get out manage groundwork within the organization to stay in the beginning stack of its antagonist in the perseverance? The information in question link up al nonpareilow be discussed and elaborated in paragraph form. For oddment, the researcher entrust be secure subsequently the two questions completely d iodine. Final conclusion ordain be conducted with flairs to improve and likings to put into Google crank.Question 1Discuss and suggest some feasible application considerations when ontogenesis a sensitive yield emergence dodge f or Google Glass.Market AnalysisThe naked as a jaybird growth ripening strategy is the strategies in spite of evidence of its success. In novel increase ripening, researcher found that numerous managers hesitate to put together a policy for vernal produce study said by (C.M.Crawford, 1972). The naked as a jaybird carrefour increment strategy is the early stage indispensability to be d unmatched on a phoner before they get in a cutting harvest-festival to the trade. In the early(a) hand, in that location ar basic steps film to admit in the naked output break inment steps thither argon conceit, ideation, design, tryout, and release. Due to the research, the benefit after implement those steps to a hot harvesting phylogeny buy the farm the lodge to the profits increasing.For Google glassful, first the concept need to be ready clearly and considerations need to be concern for the new re turn of events development. Next securities industry strate gy get out be grocery store digest because on that point argon several points need to be analyzing in the commercialize analysis much(prenominal) as target market place, market opportunity, and market segmentation. Target market is the chief(prenominal) group of exploiter that been targeted who will be using the harvest-tide which is the Google Glass. In this step, researcher need to understand how to target and what should him/her putting interior new harvest-feast development strategy. Market segmentation is to differentiate the different type of market and identify which market ishaving the most potential client for the new maturation fruit. The company thus will target on that market and work on the new exploitation increase. new(prenominal) than that, market segmentation in like manner under undertake researcher turn in the market trends, surface and growth.Researcher need to understand what the market ineluctably first in the new product development. For example, Google glass provides questionnaire and interview questions to the public before them implements functions in the Google glass development. This is to ensure the product will be accepted by public after it launch. The market segmentation method is a must(prenominal) for every product development because it clearly identifies the target users for the new exploitation product and the correct trade plan do- nonhing be tilt on that severaliseicular target users group. Market size and growth need to identify current sales that made and also the potential sales that will be made bed be estimated based on the analysis. in like manner, the keep ups that done on the customer will be using as one of the methods to identify the size of the market.This strategy is considered important because it may second to estimate the number of potential users that will use the product. On the new(prenominal) hands, it also means that the greater the size of market, there will be m ore than profit that equal to(p) to make by the Google Glass take by introducing the product to the public. Lastly, market trend strategy need to be implemented because it shows the response from the public in the new product development (Google glass). Targeted market will be done in this strategy and how it will be affected the market. For example, Google glass will provide new functions and it will beat its adversary similar product development.Customer Needs afterwards market analysis done, customer unavoidably will be follow up to developing product that based on customer demand. thither are six basic need of customers for a new product there are friendliness, understanding and empathy, middlingness, control, options and alternatives, lastly information. Said by Rosa. (2013). tout ensemble these steps can be identifying by using several methods such as investigation and survey. The survey that done can determine what really does the customers or potential customers i nvolve and what they actually wish to engage in future in terms of the technology or the functionality of the new developing product. This product development strategy is to ensure customer understand all the functionalities of the newproduct (Google glass) before they purchasing it. It is helps in keeping the customers quite of other competitors. As a nutshell, it also will gain the lucrative of the company because the customers are already well known from the product and it will help on set aheading the sales of the new product.On divergence Corporate meanIn ongoing corporate planning consideration, it will help to cut back up future direction for the product. The most important consideration for Google glass are the technology and insertion set up. In now a days technology, almost every individual own a smartphone or t adaptedt in their purportstyle. Google Company needs to implement some topic give away and interesting to attract more customers to purchase their new pr oduct. Technology and origination need to be in the ongoing corporate planning to ensure the product will success in the future market. Due to the survey online, there are umpteen company produce products that ease up legion(predicate) competitors such as smartphone and tablet. In the other hand, Google Company is the first company which produces Google glass which has the technology and innovation other does non dedicate it. It will helps on produce profits and leading with the new product development. Besides that, there will be customers aiming the new product developed by Google indeed others do not produce any similar product yet.Ongoing Technology ManagementThe other consideration will be the ongoing technology focusing. It will be competitors if the company keeps producing products like smartphone and tablet. Google company come with new idea which is introducing Google glass which other company cool off do not have any similar product development yet. It is a smart id ea and seminal idea which other companies do not have yet. So, it will be a hot product if it came with la turn out technology and innovation. They need to struggle with other competitors by introducing their new technology and functionalities to launch in the market. Google glass is the product that does not have any competitor yet and it will be the first product that will be introduce to the public with such technologies.Multi-Dimensional ConceptMulti-Dimensional concept product is the development of new product such as discolouration name, shade specifications, pricing, packaging, featuring, technology, and level of run. For Google Company, there will be technology and innovation focusing in a product development. Google is a well-known stigmatisation in the world that most of throng know, it using multi-dimensional product development concept before they introduce the product to the market. They are well-gained company and have good reputation in the information technology market that changes their products are trusted and safe to use. Google glass named by Google Company itself because it made up of fiber glass and it has multiple functions and specifications that proved itself is a unique with all its functions.Google glass describe as multi-dimensional concept product because of it special features and quality specifications. It have has a 640 x 360 display, 5 Mega Pixel camera and able to record video with 720p HD function. Besides that, it also built-in with a 16GB beat memory which enables the users to save data into it such as video and photo. Other than that, it also builds in WIFI and Bluetooth adapter so it able to go past with everyone turn there are web- goods available. In addition, pricing is also one of the concept of multi-dimensional product because the product must be in credible and affordable price so most of the users able to purchase it and boost the sales and profit of the company. The price will be around $ 1500 and dism antle lower a little bit so it will be more attractive for users to purchasing it. The features of Google glass are capturing video and photos and it can send it online.Other than that, GPS also build in so user can easily see the direction while travelling or driving. It also allows users to messaging and it have charger to recharge while there is low battery. It is a smart device that is user friendly. Conclusion, the technology that employ in Google Glass is the virtual reality. The users able to view the animation that been released by the glass and also the reality world through the glass. It brings many features that enable user to interact with the devices. Besides that, user can off the functionality of Google glass in case they dont need any services and they can use it as a normal glass. Google glass is a direct interact device, user just need to activate or select services that they involveed so it can perform the occupation directly and efficiency.ConclusionAs the res earcher of this report, I would like to implements some considerations so it can helps on increase the sales and profit for Google Company. In the other hand, Google Company need considerate more on new product development before it launch to the market so users can give good reflection and opinions on Googles product in future. To increasing the rate of successful of new product, it need implement more considerations to make it successful.Google Innovation And New Product ManagementGoogle products do not fair well on the market or do not grasp the market at all as they would have failed during the running game stages because they hardly follow the proper steps in new product development. wherefore the question Google needs to ask itself before embarking on a intent is whether or not a product is what the customer needs because what the engineers command to develop is not necessarily what race need. consequently unified and analytic approaches to innovation have been proven valuable in new product development. It is important to sidle up the need for customers input as they function as a fresh set of middles. Google should pass off to encourage a steady stream of new product possibilities from their engineers while social networks could be utilize to dialogue with customers and get new ideas. Google needs to have Innovation worry in which there is the discipline of managing processes in innovation which in turn can be used in the development of two product and organizational innovation. Innovation processes can both be pushed or pulled through development. Instead of just having some notional ideas and launching them, Google could also adopt some innovation styles as subroutine of their innovation management.Discuss and suggest some feasible application considerations when developinga new product development strategy for Google. In general, developing new products is usually expensive and risky. The majority of new product inventions are not successful. In Australia for instance, 95% of private inventions never reach the market (Walker, 2004). Google is evidently aware of this fact because most of its products do not fair well on the market or do not reach the market at all as they would have failed during the trial stages. It is costless to say that the high failure rate should not discourage companies from introducing new products because customers til nowtually lose interest in once popular products, specially if competitors introduce more attractive products. Google is evidently aware of this fact due(p) to the high rate of new products that they introduce onto the internet indeed providing a vast diversity of products with the consent that one of them will succeed.This, however, says a roundabout about Googles new product development strategy even though they have a lot of products. Looking at Google products and the way they do intimacys it is apparent(a) that Google hardly follows the proper steps in ne w product development this is why some of their products do not succeed. Companies often fourth dimensions introduce new services on the basis of employees subjective opinions on whether the product will be successful (Zeithaml et al, 2009), which is the case with Google as mentioned by Marissa Mayer.This is not good as it only incorporates the views and needs of what the employees think the customers trust and not exactly what the customer needs. (Image1 source http//answers.google.com/answers/answers-logo-sm.gif) For example Google had a product called Google Answers in which a person would ask a question for a specified amount of money and experts in the field would answer the question. This service was of course terminated in 2006, entirely was it necessary in the first place to have such a product? No it was not especially when one had to pay for it. There are so many other services online where you can get expert help for free.Therefore the question Google needs to ask itse lf before embarking on a project is whether or not a product is what the customer needs because what the employees want to develop is not necessarily what nation need. Structured and analytic approaches to innovation have been proven valuable in new product development (Zeithaml et al, 2009). According to Elliot andcolleagues, (2008), there are seven recognised anatomys of the new product development process, namely idea coevals, screening, concept testing, business analysis, product development, test marketing and commercialisation. These should be considered by Google for its product development strategy because this will ensure that their products do not end up being fruitless and void or being removed or thrown out. (Image 2 source http//lostgarden.com/uploaded_images/StageGate-GreenLight-Diagram-708507.jpg) Google likes to have a lot of products thrown into the market and hope for the best (Image 2).With this notion in mind Google can still do that because some of the phase s in product development can be conducted concurrently since products evolve very fast therefrom they can have many products that succeed as opposed to having one or two that make it (Image 3). (Image 3 source http//lostgarden.com/uploaded_images/StageGate-Gate-Diagram-717771.jpg) Idea generation refers to the process of seeking product ideas. The ideas may emanate from intimate or external sources. Internal sources include employees of the organisation while external sources are usually customers, competitors, advertising agencies, research organisations etc. The interview reveals that Google uses a lot of internal sources for their idea generation. These are important because they can identify organisational issues necessary for the development of the product. It is however, important to include customers in idea generation, particularly in situations in which the customer in person carries out part of the service process. (Zeithaml et al, 2009).This is something that Google ha s turned a blind eye on. They fail to realise that in as much as they want to have cutting edge products, customers are the driving force to devising the product cutting edge. Customers, hence, need to be part of the idea generation of a product not after the product has already been made public (as shown by the customer feedback governance on the products in question). Therefore Google should continue to encourage a steady stream of new product possibilities from their engineers (internal source) while social networks could be used to dialogue with customers and get new ideas that way they do not neglect the external sources. In as much as Googles product releases seems random, Haqlund et al (1995) would approve of the apparent confusion at Google as they believe that creativity involves improvisation, anarchy and internalcompetition, which results in both a planned process and a happening. Google does need a bit of organisation by implementing the new product development process so as to keep their product development and releases in check.Idea screening refers to the analysis of product ideas in which the nature and wants of buyers are assessed. No idea screening is done by Google they just do it, the engineers just give suggestions around a particular idea and they take the suggestion and incorporate it into the given idea and start working(a) on it without top management approval and without proper screening of the idea to see if it is indeed feasible and or appropriate and whether or not it will be accepted on the market after it has been lunched. This increases the probability of developing something that the customer does not need. They might want it and go for it as in short as it is launched but after a short period of time the user realises that they do not need the product and hence the life span of that product is shortened.(Image 4 source http//www.accelerantresearch.com/images/product-dev/product-dev1.jpg) Some of the products need to go thro ugh the screening process so as to know whether or not the product will be maintainable or upgradable. immediately if Google had to screen their ideas before hand (as shown in Image 4) then some of their products would have been successful or would not have been launched at all because there are some products that Google has that are just not necessary. like a shot judging from what the interviewee said about some engineers who get tired of working on the selfsame(prenominal) task, it is of paramount importance to once again highlight the need for customers input as they function as a fresh set of eyes. Customers will look at the same product in a different way and be able to suggest something new that can be done.Concept testing involves presenting the idea to a sample of potential customers which enables the company to test potential customers reactions before the product can be launched on a large scale. Where beta Testing and Market Testing is concerned Google does however, use this strategy on some of its products.(Imagesourcehttp//i.zdnet.com/blogs/rockmelt_browser_facebook_logo.pngand http//cogadget.com/cogadget/photos/logo/google_chrome_logo.jpg )For example in the case of RockMelt, it is a Google product that looks likeGoogle chrome but caters to facebook fans who are able to see what is going on with their friends in real time and all the time. Google has decided to test the product by sending it to a few people and allowing those people to invite their friends to use it by giving the user a original number of invites and with each person that installs it the invites issued are increased. This is a good strategy because not only does Google get feedback on how to improve RockMelt but they also know by the number of people that install it and invite others whether or not it will be a success if launched officially. If Google were to implement this strategy on a substantial amount of products then it would be easier to know which products to keep and launch on a larger scale as well as which products to scrap off. According to the interview with Marissa Mayer, they did the same thing with Gmail by sending invites to people to use Gmail and because of that Gmail is now widely used by many and hence became and still is a success.It now competes with other email services such as Hotmail and Yahoo RockMelt now has the peril to become better than Google Chrome as well as other internet browsers since it is still in its testing phase. At the test marketing stage, the product is released in limited quantities, to test customer reactions while trim back the risk of product failure. Product failure could lead to the companys loss of credibility which is not the case with Google since it is well known that people still try out Google products regardless of their failure. At the commercialisation phase modifications are made based on the test marketing findings. just scale marketing is then done. In the internet industry, gradual ma rketing may allow competitors to quickly enter the same target market with similar products. Google is apparently not too concerned about this prognosis hence Google Labs.Therefore in as much as Google has apply the strategy of just dumping their products with the hope of at least one success, they can have a more organised strategy whereby there is guarantee of at least majority success rather than minority success.Question IIIn this highly competitive online environment, illustrate how Google better manage innovation within the organization to stay ahead of its competitor in the internet industry? Google needs to have Innovation management in whichthere is the discipline of managing processes in innovation which in turn can be used in the development of both product and organizational innovation. Google will need to allow managers and engineers to cooperate together subtle the goals and the processes of the development of a new product. Google can make sure that the main focus of innovation management is to allow response to external as well as internal opportunities in which creative efforts to introduce new ideas are used (Kelly, and Kranzburg, 1978). (Image 6 source http//www.ucd.ie/nitm/images/graph1.gif )Google already understands that innovation management involves workers at every level in contributing creatively to a companys development and hence do not insure the creativity of engineers who have input on a new product. What Google needs to do now is to trigger and deploy the creative juices of the engineers towards the continuous development of the products. The process that they can adopt can be that of an evolutionary consolidation of strategy, technology and operations (Tidd et al, 2009) because successful innovation management is naturally multi-functional and matches a deep understanding of user needs and wants to a unique practiced ability hence the integration of customer ideas as well as engineers ideas (as seen in Image 6). Innovati on processes can each be pushed or pulled through development.A pushed process is based on existing or newly invented technology, that the organization has access to, and tries to find profitable applications to use this technology (Trott and Paul, 2005). It is evident that Google does adopt the push concept but not for all products. If Google is to be ahead in the internet industry they are to make sure that the products that have made it are endlessly developed one of the ways in which Google can do this is to go ahead with the idea of merging some products together to make one product. A pulled process tries to find areas where customers needs are not met, and then focus development efforts to find solutions to those needs (Trott and Paul, 2005).Instead of trying to compete with existing products in the industry by deploying a new product that is identical or has similar functions, Google must use their customer feedback system to get ideas on what the customers need so that th ey bridge the gap and hence their products become more successful. In order to achieve this Google also needs to have a team that has both engineers as well asmarketers who are in touch with the customer needs so that both the technically creative things can work hand in hand with the customer requirements hence producing a successful product which inturn places Google ahead of its competitors.In order to stay ahead of its competitors in the internet industry Google needs to make sure that the products that they are offering online are valuable and satiate the need of the customer. If the customer has a better alternative to that being offered by Google they will leave the Google product and go the product offered by the competitor and hence the failure of a Google product. With the encouragement of new products at Google, they should make sure that the new products are indeed new and relevant, such as Google Docs where people can create spreadsheets as well as develop surveys, etc . This is a need for anyone who goes online and it is very convenient and hence in that area Google will probably inhabit the lead.Therefore the product characteristics control the customer needs and are an advantage over competing products with technological edification (Zeithaml et al, 2009). Even though their engineers may feel tired of doing the same thing they should still maintain the existing products that have been successful so that they remain successful. This is because innovation is a continuous process. It does not end at the market acceptance but the product has to be continuously improved. Therefore Google should have strategy characteristics in which there are dedicated human resources to relief the initiative as well as dedicated research and development focused on the new product initiative (Zeithaml et al, 2009).Just as they continue to improve the search engine, they should also seek to improve Gmail so that it does not just compete with Hotmail and Yahoo but should actually be better than them.(Image 7 source http//emekaeme.files.wordpress.com/2007/08/innovartis001-001.png )The more Google has products that are relevant the more they become less of a follower in the industry hence becoming leaders (as illustrated in image7). Instead of just having some creative ideas and launching them, Google could also adopt some innovation styles as part of their innovation management. Google must have people who like to imagine what a product must entail and should idealise (Visioning). They should also have people who test out the