Report Contents
THE AUTHORS .................................................................................... iii
REPORT CONTENTS ................................................................................. iv
Index of Tables ............................................................................. vi
Index of Figures ........................................................................... vii
Index of Boxes ............................................................................ viii
Index of Exhibits ......................................................................... viii
REPORT FOREWORD BY PROFESSOR JOE TIDD ........................................................... ix
EXECUTIVE SUMMARY ................................................................................ x
SECTION 1 INTRODUCTION - THE TELCO’S INNOVATION PRIORITY ......................................... 1
1.1 Background to the Report .................................................................. 1
1.2 One Core Organisational Competence: Innovation ............................................ 2
1.3 Innovate or Die? .......................................................................... 3
1.4 Survey Companies .......................................................................... 5
1.5 Main Research Questions ................................................................... 5
1.6 How to Read the Report .................................................................... 6
SECTION 2 THE UK TELECOMS INNOVATION GROWTH AGENDA ............................................... 9
2.1 The Economic & Social Importance of the Telco Industry .................................... 9
2.2 The Global Telecoms Fallout .............................................................. 10
2.3 Current Telecoms Market Issues ........................................................... 13
2.4 Fixed Telecoms Market: Transition from High Growth to Mature Market ...................... 13
2.5 Mobile Market: Increasing ADRPUs ......................................................... 16
2.6 The Telecoms Battle of Britain ........................................................... 19
2.7 Where Exactly is the New Revenue Growth going to come from? .............................. 20
2.8 Growth through Trailblazing Mergers & Acquisitions ....................................... 21
2.9 Throwing More Money at R&D ≠ Innovation Led Growth ....................................... 22
2.1 Addressing the UK Telecommunications Growth Deficit ...................................... 25
SECTION 3 A VISION OF INNOVATION: PAST & PRESENT ................................................ 27
3.1 What Exactly Do You Mean by `the Management of Innovation’? .............................. 28
3.2 The Business Case for Innovation – Hard Evidence Please .................................. 36
3.3 Maintaining Innovation Momentum at all Times ............................................. 47
3.4 Assessment: Telco’s Approaches to Innovation to Date ..................................... 51
3.5 Snell Golden Nuggets of Innovation Wisdom ................................................ 53
SECTION 4 MANAGING TELECOMS INNOVATION STRATEGICALLY ............................................ 54
4.1 A Model for Managing Innovation Strategically ............................................ 54
4.2 “Of Course Innovation is a Strategic Priority Here.” Prove it then! ...................... 56
4.3 Innovation Strategy ...................................................................... 58
4.4 Accountability for Innovation – The CEO as an Innovation Evangelist ...................... 59
4.5 Making Innovation Investments ............................................................ 59
4.6 Managing the Telco Innovation Process .................................................... 61
4.7 Measuring Innovation Performance ......................................................... 71
4.8 Get Organised: Innovation Resources ...................................................... 76
4.9 Assessment: Strategic Innovation Priority – Separating Reality from Hype ................. 77
4.1 Snell Golden Nuggets of Innovation Wisdom ................................................ 80
SECTION 5 AN INNOVATION HEALTH CHECK FOR UK TELECOMS ............................................ 81
5.1 What Creates Successful Innovation? ...................................................... 82
5.2 How Innovative is Your Company? .......................................................... 84
5.3 The Snell Innovation Learning Curve™ ..................................................... 84
5.4 Agnostic Innovators ...................................................................... 89
5.5 Aware Innovators ........................................................................ 100
5.6 Innovation Practitioners ................................................................ 110
5.7 Innovation Led .......................................................................... 120
5.8 Improving Telcos’ Innovation Performance ................................................ 130
5.9 Next steps: Innovation Performance Improvement Initiatives .............................. 132
5.1 Focused Efforts to Improve Innovation Performance ....................................... 132
5.11 Assessment: Telco’s Innovation Performance versus Potential ............................ 136
5.12 Snell Golden Nuggets of Innovation Wisdom .............................................. 137
CONCLUSION – COMMITTING TO IMPROVE INNOVATION PERFORMANCE ...................................... 139
APPENDIX A – DEFINITIONS OF INNOVATION ......................................................... 143
REFERENCES ..................................................................................... 145
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