Innovation Discovery is about exploring new growth opportunities
IBM customizes Innovation Discovery for each client, ensuring they get access to the breadth of our business and technology expertise in the industries and innovations they're most interested in. We use a variety of virtual and face-to-face interactions to dive deeply into topics and grand challenges of interest to our clients. Our collaborative process is designed to help participants and IBM converge on real, tangible market opportunities and solutions. Through Innovation Discovery, a nascent idea may, in fact, develop into a commitment to conduct joint research, a prototype, or even an entirely new business built around a new commercial solution.
A major international airline, observing many of its key customers using Web 2.0 and other online interactions in addition to its Web site, wanted innovative ideas for tapping into new audiences and channels to increase value in its Loyalty Brand.
The client wanted to understand how to create an innovation culture and pursue certain near-term innovation projects that take advantage of newer communication methods. They were interested in tapping into their customer base in new ways, such as launching a new Loyalty Program business model to capture new market opportunities and expand into Retail Points Conversion.
Key partnership opportunities:
- Conduct market segmentation analysis around most attractive lifestyles
- Develop go-to-market strategy and partnership ecosystem approach around lifestyles
- Deliver relevant information to airport travelers in key client hubs (such as airport layout, promotions and coupons) with a location-based service on client handsets enabled with a “marketplace application,” in partnership with airport retailers and telecom providers
Benefits:
The client gained greater insight into:
- An innovation program that combines the experience and creativity of the airline and IBM to derive mutual benefit
- New ways to stay on top of what customers are saying and how they transmit and receive their information, and use that data to grow the customer base; for example, exploring Web 2.0-based methods that encourage "viral" promotion among customers and their friends
