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Digital Multimedia Report
CURTIN
UNIVERSITYUNIT:MANAGEMENT OF INNOVATION 301
Name: Muhammad Jawad Khalid Cheema
Student ID: 7E1B8873/15658672
Lecturer: Adreil Sim
Email: [email protected]
Total file word count 3,098
Less direct quotes 0
Less tables of content 64
Less reference lists 287
Total net word count 2747
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Table of Contents
Executive Summary................................................................................... 3
Company Profile & Background.............................................................. 3
Establishing an Environment for Innovation
- IP Strategies............................................................................................. 3,4
- Managing Organisational Knowledge and Innovation........................ 4, 5
- Colaborations........................................................................................... 5
Implementing Innovation
- Managing Innovation & Operations Management............................... 6, 7
- New Product Development...................................................................... 7, 8, 9
Points to Ponder.......................................................................................... 9
Questions from the CEO............................................................................. 10
Conclusion................................................................................................... 10
Reference List............................................................................................... 11, 12
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Ol iv ia Humph rey - Kanopy
1. Execu tive Summ ary
In this report I will be analysing Kanopy a streaming website in accordance with its IP strategies,
knowledge management procedure , collaborations as well as its innovation and operation
management techniques and also talk about their new product development process. theseanalysis will be made in order to paint and provide a proper picture of kanopy current position
and situation in the market and how they operate.
2. Company Prof i le & B ackground
Olivia Humphrey is the managing director as well as founder of Kanopy. she used to work as amarketing manager for a company called Roadshow Entertainment when she realised a missing
link in the way the streaming technology was being used by students. she thought sites like
YouTube were famous but were not using streaming to its full potential. Hence by 2007 OliviaHumphrey started the business in her house with only ten to fifteen thousand dollars and now
Kanopy is the leading supplier of DVD and Videos for Australian Universities (Mathew 2012)Kanopy is now regarded as the Netflix of the educational sector with a database of 15000 videos.
Kanopy acts as a bridge between filmmakers and university libraries. their clients have to obtainlicenses which allows them to stream their content anytime without a limit. some applications are
introduced to encourage students and give them a new experience. Kanopy gives a special search
method due to which their clients can ask for for material which isn't promoted,& then kanopywill seek to obtain those contents for their customers. There unique company structure has
changed itself the way libraries &film makers operate. (A teaching revolution 2013)3. Estab l ish ing an envi ronment for innov at ion.
IP Strategies
Intellectual property can be defined as the property which is driven from the intellect of a brain
(IP 2013). It includes things such as , inventions, formulas, different discoveries, software
designs and other works whether they be musical, artistic or literal. These innovative ideas have
their own value and are protected under things such as patents, trademarks, copyrights, imitationlaws and infringement laws (Intellectual Property 2013). Intellectual properties are basically
focused in order to form an IP strategy which itself is sort of game plan that a company creates in
order to meat its goals (IP Strategy defined 2010).
at Kanopy Olivias group has invented a complex & distinctive application which itself is
exceptional. Kanopys operation model and foundation is based on codes which they protect bykeeping them well hidden and with the help of continuously innovating, developing, and
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adopting change, this helps them gain a competitive advantage over others. Kanopy does have
the choice to patent or copywrite their codes & inventions but they choose not to as Firstly, if the
code is patented, its description will be open to public due to which anyone can use differentcodes to create a similar application and it wont be an infringement as the codes are not exactly
the same. Secondly, as codes demand continuous upgrading in order to hold a competitive edge.
so by the time the code would get patented there's a huge chance that the code would havealready become obsolete and replaced by a better one. Lastly, copyrighting or patentingthemselves are very costly and it would be a waste if codes become obsolete too quickly.
(Humphrey 2013)
Managing organizational knowledge and innovation strategies
The process through which organizations generate value from their intellectual and knowledge-based assets in an effort to devise best practices (Meridith 2013).
a company's knowledge base includes 5 different aspects. firstly there are the individual assets
which basically are the skills people in the organization posses. secondly there is the technologyproperty which basically concerns the production process. thirdly comes managerial resources
which are responsible for the system and operations through which things get done. next it's the
external resources which are the relations and contacts a company has with its clients,competitors, politicians, suppliers etc.. and lastly its the projects itself by which most resources
are deployed and organized. (Trott 2012)
in kanopys case they work on a cloud based operating system which can be defined as a lightoperating system which uses web apps and saves information from remote servers (Margaret
2013)
in simpler terms it is usage of internet to perform tasks on the computer (Margaret 2013).
there cloud operating system is designed to improve continuously making sure that everything isvisible to all the employees. furthermore a compulsory intensive training is provided to every
new employee for 3 months to make sure that they know every aspect on how the business
works as well as how what information is passed through each hierarchy level. This immenselyadds value to the business. (Humphrey 2013)
kanopy doesn't have the habit of conducting a lot of meeting for their employees, they actually
organize big team meetings where its compulsory for everyone to attend. its more of an
information session where everyone input their ideas so that all information is passed toeveryone. (Humphrey 2013).
competency levels should be high in business so that unique products are created which are hard
to imitate so that long term profits can be enjoyed. (Trott 2012)
since kanopy's core competency is high as they created a unique software which keeps onimproving and its hard to imitate as the coding is hard to copy. they will easily earn long term
profits. (Humphrey 2013).Figure 1.0 below represents how core competency and imitability effects the profitability of acompany
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Figure 1.0(Afual 2003)
absorptive capacity can be described as the ability of a firm to process new information and
manage it in a productive fashion in order to obtain favourable outcomes (What Is Absorptive
Capacity 2013).kanopy has always been progressing on what external knowledge they posses which helps to
perform efficiently to acquire their needs .we can easily say that kanopy has absorptive capacity
as they are managing different sorts of information for different clients are meeting the unique
information requirement of their clients whether they be corporations or universities (Humphrey2013).
Collaboration strategies
organizations often collaborate or go into strategic alliances with other companies. this could be
for numerous reasons such as, increasing capital, reduce research and development cost,improved market and technological strength etc. (Trott 2012).
there are certain risks that arise from strategic alliances e.g reduced control in managing, more
complexities and conflicts due to different goals and corporate cultures, lesser competitive
knowledge and the firms might be competing with each other rather than actually cooperatingdue to which information could be distorted (Trott 2012).
kanopy uses licensing which can be defined as the permission given to use a business's
intellectual property rights like technology, patents, trademarks etc. (Licensing 2013) kanopy
has already acquired rights of different businesses to use their content and provide them with astreaming platform. under the licensing agreement with MEF, kanopy will provide MEF with a
streaming platform and MEF will give them their customers & clients by approaching them and
telling them that MEF's content now can be bought digitally on kanopy streaming and thereforekanopy will also get to sign contracts with MEF's clients and customers and hence will be
entitled keep a portion of the sales profit. This way MEF will save itself from spending heavily
on creating a similar software as kanopy and in turn improve the sales for its own content.
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4. Implementin g innovation
Managing innovation and operations management
a definition of innovation could be described as the transition of a certain invention or an ideainto a service or good with such a value for which consumers will easily be willing to pay (Innovation 2013).
Innovation is considered as the prime basis for creating wealth, and is extremely crucial for
business survival (de Waal, Anton, MAritz and Sheih, 2010)From the above we can see that innovation itself is not easy to manage, but it indeed does helpstrategically as innovation provides new creations as well as breakthroughs which improves
efficiency.The 7 important steps for managing innovation efficiently are as follows: 1.Strategicthinking, 2. managing portfolio, 3. Research, 4. Inputs, 5.developing the innovation, 6.
Developing the market, 7. Commercialisation (Innovation 2013). Management of the innovationprocess is actually the improvement of the creativity prospective of an organization. The main
attribute of an innovation procedure is uncertainty management. A framework designed by
Pearson (Figure 1.1), assist in evaluating and recognizing innovation process and uncertainty (Trott 2012).
High
Uncertainty ofthe Outcome
Low HighUncertainty of the approached used
(Pearson 1991) Figure 1.1
to further enhance the innovation performance a certain innovation incentive or stimulus is
required at the start and more importantly an innovation faculty with extensive capabilities areneeded to achieve the desired performance (Trott 2012).
Internal Research and development is mainly vital but it is also advised that because of the
problems with managing human resources as well as finances, small medium entrepreneurs candepend on some other outside Research and development options by creating collaborations
with other small medium entrepreneurs or even large corporations if needed. (Dodgson and
Rothwell, 1991; Riedle, 1989)
3. Application
Engineering
1. Exploratory
Research
2. DevelopmentEngineering
1. joining marketopportunities withtechnical
capabilities
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Figure 1.2 (Trott2012)
considering Kanopy, we can see that in the beginning Olivia was worried about the US market
but later realised that opportunities do exist as she found out other business that were starting up.
mainly for innovation management Kanopy used make use of its internal resources but at this
point when entering a new market they decided to use external resources as well and hencecreated alliances with other companies in order to become a foundation or a platform for
education, media and networking based companies so that they can sell their content onlinethrough streaming E.g. MEF. all the way through the venture Kanopy consistently enhanced its
softwares and also improved the quality and the amount of content they were providing to their
users. hence the conclusion is that Kanopy sits on the fourth quadrant in the map od uncertainty.
Furthermore Kanopy has excellent recruiting policy due to which they enjoy a working teamwhich is unique and extremely innovative and helps work through uncertainties in an effective
manner. as far as long term goals are considered Kanopy prefers videos to play an objective role
in higher education enhance educational standards and create its own community.
New product development
NPD (New Product Development) can be referred to as the process by which a new service or
product in introduced in the market. it also helps with the developing, marketing, conception,analysis and selling of the product(New Product Development 2012).
Electronic New development can be described as joining the organizational process with IT
applications and knowledge systems in order to improve innovation (Yang and Liming 2002).New Product Development process consists of 7steps which are firstly strategy planning, then
gathering information, thirdly creating opportunities for the business, next to generate the idea of
the product, then they have to develop prototypes, fifthly to conduct technical testing and lastly
to introduce the product in the market. Furthermore to achieve NPD three vital objectives should
be fulfilled which are first to make sure that they are meeting the needs and requirements of thecustomers. Secondly they should decrease the time taken to launch the product in the market and
lastly they should try to minimize the production cost as much possible without affecting the
quality.(Trott 2012)
Innovation capacityTechnology
ManagementR&D Management
Innovationperformance
Product InnovationProcess Innovation
Innovation stimulusLeadership
People Management
Knowledge
ManagementCreativity
Management
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Opportunities for business Growth will always exist when NPD is in place. figure 1.3 below
shows Ansoff's matrix which helps in deciding on developing strategy (Product/Market Grid 2013)
(Product/Market Grid 2013) Figure 1.3
Growth can also take place with the help of external and internal achievements. New product
development Network model is another way of outlining the external factors linking with theinternal which come together in order to successfully develop a product. (Trott 2012)
(Suwannaporn and Speece 2000) Figure 1.4
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the Next activity in NPD process is generating business opportunities. the idea is to assemble
any prospective business opportunities which can easily be used to create a successful product.
(Trott 2012)
Unexploited patents
Brainstorming Buyers and Sellers
Existing ProductsTechnology
Rivals products &Reverse engineering
Individuals Upper level Mangement
Figure 1.5
Next comes the screening of these opportunities and ideas. screening is a basic activity when it
comes to new product development. screening is done for the soul reason to select those
opportunities which would most likely be successful and reject the others. (Trott 2012)Kanopy's products are the content they stream which is basically huge. they are consistently
bringing in new content on an average of three hundred content in a week. they have also been
releasing applications to encourage more student involvement. but their main focus at themoment is on the higher education market but they are willing to explore new opportunities at
the same time. e.g. the new market consists of corporations, schools, libraries etc. thus in
accordance with ansoffs model kanopy can chose a market development strategy and or
diversification strategy. kanopy should also use screening in generation of new opportunities to
make out what options they have to make sure they reach a favourable outcome. ThereforeKanopy can sell new substance according to the needs in the new market &present a diversified
service for example live streaming of lectures for all their partner universities. In which case,external inputs will be given by the universities in shape of finance for the gear used e.g. video
cameras to properly stream lectures through Kanopy (Humphrey 2013).
4.1 Points to pon der.
There are things or options kanopy can explore such as going into collaboration with companieslike Google or face book this way they wont have to worry about there advertisement and plus
every user who has a Google account for example could have automatic access to kanopy from
the same email and in return kanopy could provide them the content at a discounted rate. furthermore if kanopy faces any financial problems they can register the company in the stock marketand sell some shares in order to attract investors and increase the capital of the company. this
option could be used especially when kanopy in the future decides to go global.
Generating businessoppurtunities
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5. Questions f rom th e CEO
1. How and where do you think Kanopy can continue to innovate to preserve the trajectory of beingtrue game-changers?
kanopy should also explore the opportunity to provide live streaming of conferences and
lectures. kanopy can always ask their partner universities to encourage their students to work onprojects with kanopy to bring more technological and innovative improvements. this way kanopy
will have more brains working for them. furthermore Kanopy should try to become a media
analysist or provider itself rather then obtaining licenses from different companies, this way
kanopy will have more content and more profits and a new area to work in.
2. What do you think some of the challenges Kanopy will face in scaling up globally?
as the global market is a hard target due to competition, even though kanopy is one of the
leading online educational stream providers, there biggest problem is promotion andadvertisement. kanopy has to conduct more advertisement campaigns to promote themselves and
create awareness. this can be done by using media, providing internships, sponsoring big eventsor charities. this way kanopy can easily go into contracts with more universities world wide as
well as corporations and thus should obtain more licences from companies like MEF around the
globe.
6. Conclus ion and recommendat ions
as we have analysed Kanopy through different areas which are IP,knowledge management,collaboration, innovation and product development. the conclusion comes down to the fact that
kanopy truly has a lot of potential to capture the global market for educational streaming and
revolutionize education itself. there innovation has been consistent with full proof softwares and
there product development strategy so far has been solid which allows them to easily expand intothe global market. the only short coming i have noticed is that kanopy really needs to work hard
on promoting themselves.
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7. Reference List
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7. Appendix (for Multimedia Exhibits)
Timel ine:
Link for timeline :
Timeline
http://www.timerime.com/en/timeline/2088769/Olivia+Humphrey+Kanopy/http://www.timerime.com/en/timeline/2088769/Olivia+Humphrey+Kanopy/http://www.timerime.com/en/timeline/2088769/Olivia+Humphrey+Kanopy/Top Related