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