Post on 20-Jul-2015
www.eleks.com www.eleks.com
Marketing by NerdsHow [ELEKS’] R&D actually works
About meSoftware Engineer and Technical Lead, 2007-2011
Head of R&D, 2011-2014
Head of Products & Services, 2014-Now
Twitter: @victor_haydin
Linkedin: linkedin.com/in/victorhaydin
Definition
R&D as a Service (PDS 2.0)
R&D as an Education
R&D as a Marketing Tool
R&D as a Motivation Tool
R&D as an Organizational Improvement Tool
R&D as [Write your own]
Wiki
R&D is a general term for activities related to innovation. R&D activities differ from company to company, but it is either new product development or activities that facilitate future product development. R&D is not often intended to yield immediate profit, and generally carries greater risk and an uncertain return on investment.
R&D at ELEKS
Internal process, not a product
Main goal is expertise development with focus on innovation
Part of product marketing
Case #1: ADEL
ADEL
Goal: S&M tool for quantitative financial analytics market.
Part of High-Performance Computing R&D Initiative
Open-source template-based automatic differentiation library for C++/CUDA
ADEL: the Good, the Bad, the Ugly
Innovative, sophisticated and unique
Too niche, not eye-catching and not really usable in practice
You have to be PhD in math to understand what it is all about
ADEL: Outcomes
Innovation and technology is only a part of the success formula.
Case #2
GGE (glass.eleks.com)
Goal: innovative eye-catching experiment for consumer-oriented brands and geeks
Joint project of Digital and Mobility&Wearables solution teams
Interactive video and web-site which give user feeling of new digitally-enabled experience for real-life sport activities
GGE: the Good, the Bad, the Ugly
Innovative, eye-catching and award-winning
Synthetic, not really feasible in practice and more about digital marketing than technology
Cool but have to be explained
GGE: Outcomes
Innovation, technology, eye-catchiness and wow-effect are in place. Lots of attention and awards. Works great as sales tool. Something is still missed.
Case #3
Tesla + Smartwatches
Tesla + Smartwatch
Goal: innovative eye-catching mini-product for hot and trendy technology and buzzy brand
Part of Mobility&Wearables solution program
Apps for Apple Watch and Android Wear that allow you to control your Tesla Model S remotely
Tesla: the Good, the Bad, the Ugly
Innovative, eye-catching, tangible and desired by market
Not available in appstores. Yet :)
Tesla has nothing to do with it...
Tesla: Outcomes
Innovation, technology, eye-catchiness and wow-effect are in place. Market and media wanted it. Lots of attention. Works as S&M tool. Still not perfect :)
Summary
Let your geeks propose ideas, but validate them against the market
Keep your client and goals in mind
Don’t be afraid to experiment and fail
www.eleks.com
Great Things Start Here@victor_haydin