1. Os Novos Paradigmas da
Inovação Aberta e o caso
do Battle of Concepts
Câmara de Comércio Suíço-Brasileira
20/maio/2010
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2. TerraForum Consulting
Our Mission
“ Help our clients
to learn, collaborate and innovate
in more effective ways
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3. Our main areas of expertise
Consulting IT
• Web Portals
• Knowledge Management • Business Intelligence
• Innovation Management • Portfolio Management
• Corporate Learning • Project Management
• Public Education • Training
• Sustainability
• Internal Communication Design
• Social Media Strategies
• Digital Design
• Videos
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4. More than 300 projects with leading companies within the last 7 years
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5. Livros publicados por consultores TerraForum
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6. TerraForum Consulting
Innovation Center Portal
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7. What is Open Innovation?
“ Innovation
distinguishes a leader
from his followers.
Steve Jobs
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8. “ Open innovation is the use of purposive inflows
and outflows of knowledge to accelerate internal
innovation, and expand the markets for external
use of innovation, respectively."
Henry Chesbrough, 2003
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9. Open Innovation Model – The Innovation Funnel
On open innovation model, the company keeps strong relationships with external
partners within different stages of the innovation development process
Research Development Comercialization
Joint Venuture
Licencing
External Technology
Insourcing
Spin-in
Merge and Aquisitions
INTERNAL MARKET
R&D
Divest
Spin-off
Licencing
R&D Services
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10. For most companies innovation is a proprietary activity but for
others...
Closed Innovation Open Innovation
Not all of the smart people work for us so we must
The smart people in our field work for us find and tap into the knowledge and expertise of
bright individuals outside our company
To profit form R&D, we must discover, develop External R&D can create significant value; internal
and ship it ourselves R&D is needed to claim some portion of that value
We don´t have to originate the research in order to
If we discover it, we will get it to market first profit from it
Building a better business model is better than
If we are the first to commercialize we will win getting to market first
If we create the most and the best ideas in the Is we make the best use of internal and external
industries, we will win ideas we will win
We should profit from others´ use of our IP, and
We should control our intellectual property (IP) so we should buy others´ IP whenever it advances
that our competitors don´t profit from our ideas our own business model 10

11. Open Innovation creates new revenues opportunities
Closed Model Open Model Open Model
Past Present Future
Revenues
New Businesses
Spin-Offs New
Revenues
Royalties
Revenue
Revenue Revenue
Internal Internal
Development Development
Cost Internal Cost
Development
Cost
Costs
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12. Companies are creating their own Open Innovation Systems,
that are composed by...
Processes Partners´
and Governance Network
relationship
Open
Innovation
System
Organizational
Infrastructure structure
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13. Key Factors for Open Innovation Success
Clearly Defined
Support and IP policies Organizational
Services for Structure and
Partners Governance
Strong
Relation Infrastructure
Network and location
Adequate
Partners Funding
Collaborative Stakeholders
Culture Support
Open Processes
Strategic Innovation and KPIs for
Alignment Innovation
System Mgmt
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14. What facilitates this NEW approach to innovation is the rise of
Web 2.0 – as a participatory platform...
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15. Using web2.0 tools to improve open
innovation in organizations
“ The best manner to predict
the future is inventing it.
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16. Battle of Concepts
Challenges to undergraduate students
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17. Generating results with
Open Innovation
TerraForum & Battle of Concepts

18. Battle of Concepts

19. Our inspiration
“Every company has its issues
and challenges.
Students have time, drive and
innovative solutions.”

20. Our concept
“Promoting innovation through
open concept battles, in which
companies offer challenges
(Battles) and college students and
young professionals offer solutions
(the Concepts).”

21. Dutch fever spreading…
Dutch princess, Máxima, and the minister of Ecomomic Affairs, Van der Hoeven, in
conversation with the winner of one of the Dutch battles.

23. History
• Since 2006, already • In six months distributed
Battle of Concepts Brazil
Battle of Concepts Holland
distributed 500 46 thousand reais (US$
thousand euros to 25 K) and will distribute
participants another 74 thousand
reais (US$ 40 k) to the
• More than 5 thousand participants
students registered
• More than 3 thousand
• More than 100 battles students registered
concluded
• 30 students received
• Received more than 3 prices
thousand concepts
• Participation of
• Participation of various Government
public entities

24. Some participating companies

25. Integrated Benefits
Companies Students
 Reduced Investiment in  Market display
ideation process and
recruiting of talent  Payment
 External collaboration  Experience with real
with talent challenges
 Emotional relationship with
young professionals and  Relationship with
possible clients companies
 Relationship with  Employability
academic world
Universities Country
 Prestige and positive  More innovative
display of brand companies
 Engagement of young and
 More interested and innovative people
engaged students  Feeling of co-creation and
search for solutions
 Real world cases to
together
use in class room
 More interaction
between companies
and universities

26. Working process
Challenge
definition
Publish the
challenge
Development of
concept
Evaluation of
concept
Finalization and
publish results

27. Working process
1. Definition of challenge
Definition and
Boc and company Approval of
formatting of
define price challenge
challenge
Responsabilities BoC: present examples of battles; help with definition and formatting of
battle.
Responsabilities of company: select, write and approve battle; determine value of prices.

28. Working process
2. Publishing of challenge
Boc launches the
Students and young
battle on its site and Boc publishes battle
talents register for
other communication at universities
free at the site
channels
Responsibilities BoC: publish the battle on its site and other communication channels
(Newsletter, blog, twitter and social networks); maintain active student base.
Responsibilities company: publish battle using its communication channels

29. Working process
3. Development of concept
Students and young Students and young
Students and young
talent download talents upload
talents study battle
battle concepts to site
Responsibilities BoC: Generate and present monthly report containing number of
downloads, concepts received and new registrations.
Responsibility company: to check summary of concepts received on site to start
evaluation process.

30. Working process
4. Evaluation of concepts
Boc and
BoC receives and Company
Company selects company
sends concepts evaluates
best concepts consolidate final
to company concepts
results
Responsibilities BOC: Pass received concepts to company and give advise during
evaluation process. Generate final report (in DVD) with concepts and student base.
Responsibilities companies: Select best concepts.

31. Working process
5. Finalization and results publishing
Boc rewards the
Boc discloses winners, who The company
The company
the classification receive a letter becomes the
implements the
of concepts on and conducts an owner of the
concept
the website interview via the concept
blog or video
Responsibilities BOC: announce the classification of concepts and the names of
winners.
Responsibilities companies: Implement concept; pass (if possible) status of
implementation and results achieved.

32. Results

33. Whirlpool case
Challenge
“How to innovate in brand
communication at sales point?”
Results
.
 2.550 visits to challenge
 880 downloads of challenge
 40 concepts received
 Average of 5h of work by each participant
 Total of 2 hours of intensive thinking for Whirlpool

34. Philips case
Challenge
“Develop in a simple manner an
interactive and intuitive way to configure
the manuals of our products”
Results
.
 2.300 visits to challenge
 814 downloads of challenge
 34 concepts received
 Average of 5h of work by each participant
 Total of 1.700 hours of intensive thinking for Philips

35. Testimony
"Battle Of Concepts is a simple and innovative way to find
solutions for challenges and opportunities for our organization.
Moreover it promotes the company and creates stronger links
with young talents, that can present solutions and see them
being brought into practice"
Mônica Reiter Bissi, HR Manager Vopak

36. Exemplo Battle– Eneco Holanda
Challenge Find new ideas for the re-use of oil or gas platforms in the sea
What can we do with oil or gas platforms?
They are not only ugly, but they can be a threat to the environment.
Some important factors:
Technical execution
Security and well being
Environment
Specification Cost
Reputation and influence on public opinion
The permanent question is: How to re-use obsolete installations?
Do they necessarily need to become old iron or can they be re-used?
Research in the last ten years have shown that there have been some re-use of
platforms such as the Spar, that was transformed in a pier and other ideas such as
prisons etc.

37. Example Battle– Rijkswaterstaat Holanda
How can the minister of transport and water reduce the consumption of energy and
water and CO2 emission in its infrastructure? With the slogan “Good ideas have no
Challenge
value when not implemented” Rijkswaterstaat invite the participants with the three
best ideas to present their ideas and show how they work in practice.
Scope restrictions: Rijkswaterstaat will not implement wind mills or biodiesel energy –
Specification “Windmills will encounter resistance from the populations and biodiesel is not
sustainable and need to be bought”.
Prices:
1º 1.500 euros
2º 750 euros
3º 350 euros
4º a 10º 200 euros
11º a 20º 100 euros

38. Government Battles
The Government of Minas Gerais,
through the Department of Science,
Technology and Education, signed
an agreement with the company
Battle of Concepts to develop a
relationship program to encourage
students to solve business
challenges. The partnership is an
innovative initiative and will be part
of the conference Inovatec 2010,
which will occur in October.

39. Government Battles
The Government of the
Netherlands embraced the
initiative of the Battle of
Concepts. In all, Government
has released nearly 20 battles,
including battles signed by the
ministers themselves.

40. Other examples of Battles
Work and security at work
“How can companies benefit from the productive creativity of 2.0
workers?”
“What can companies do to diminish unemployment?”
“How can we become the preferred organziation for young people to
work for?”
“How to guarantee a secure working place for people that work for our
railroad company?”
“Create a new method to avoid collision between trucks and people”
“Develop a technology to bring150kg up the stairs.”
“How to avoid dangerous contact and accidents with mechanical machines?”
“Create a new concept to improve the conditions of workers that act in the extreme
offshore conditions of the Antartic.“

41. Other examples of Battles
Education
“How to avoid dropout in higher education?"
"How will be the classroom in the future?"
"Tell the Minister of Education how to show excellence in higher education"
“Develop a new concept or a new campaign to encourage diverse
audiences to be high school teachers."
Sustentability
"How can we show that we do sustainable procurement?"
“New and innovative ideas to teach our clients to be more
environmentally conscious"
"How can we reduce 5000 cars on the A2 highway using only
communication?"
“How can the Ministry of Transport and Water reduce energy
consumption and CO2 emission in its infrastructure? "

42. Other examples of Battles
Entrepreneurship and Innovation
"How to stimulate entrepreneurship in children up to 16 years?"
“How can 'social media„ help young entrepreneurs in their businesses?"
"How to tell the top companies and educational institutes about 'Innovation
in services?"
Health Care
"Develop a new campaign aimed at young people to promote and
improve knowledge of asthma in children."
“Develop a simple interactive, rational and emotional way to touch the hearts
of people between 40-65 years to encourage them to donate blood"

43. Other examples of Battles
Transport
"How will the system of high-speed transport be in 2040?"
"Give a solution to reduce train noise”
"How to avoid fatal accidents at railroad crossing with roads?"
“How to prevent collisions of trains on the date of launching a new
security system?"
"How to reduce the disturbance between trains and boats at roads and
river intersections?"
“How to improve competition between public transport and the use of
private cars?"
“Create a bonus system to encourage car users to use more public
transportation."

44. “The best way to have a good
idea is to have many ideas”
Thanks!
http://www.battleofconcepts.com.br/
http://www.battleofconcepts.nl
http://www.terraforum.com.br