session october 2004echallenges e-2004copyright 2004 map of customer needs marja-liisa viherä and...
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Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
Map of Customer Needs
Marja-Liisa Viherä and Leena Viukari
TeliaSonera
Finland
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
Lack of Common Sense
• People use the same words but mean different things when talking about ICT
• Very little attention has been focussed on analysing the users’ motivation
• The developers and users of technology do not have a common dialogue
• Too many good opportunities are missed.
eChallenges e-2004
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
The Comprehensive Outlining
• To analyse the areas of ICT utilisation from the perspective of need
• Looking from the perspective of the customer of telecommunication company
• A more detailed in-depth survey of needs will help us improve both product development and marketing
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
Future Research approach, Soft System Analysis
• For Social change Technical innovations always require social innovations as well
• Simultaneity makes it difficult to differentiate between causes and consequences
• Processes catalysed by ICT occur simultaneously in different fields
• Hermeneutic approach based on research, experience and practical experimentation
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
A chart of ICT-related needs 1/2User Need Access/Affordance Skills MotivationCommunication Phone, mobile phone,
camera phone, textmessage, group textmessage, e-mail,multimedia message, fastmessage service, phone-circle, etc.
Social, communicationand technicalcompetence
To do, to organise and tobelong
Own Production andSelf-Expression
PC, camera phone,connection to Net, digitalvideo and still camera,text-, photo-, video- andvoice process programs,publishing programs, etc.
Both content andtechnical skills: writing,photographing, editing,publishing, etc.
Self-expression andoutsourcing one’s ownknowledge
Search forInformation
Phone, connection toInternet and searchprogram
Finding information,judging the relevance ofthe inform,. precision ofthe information,understanding of thecontext of the inform.
Learning, working,curiosity, keepingupdated, etc.
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
A chart of ICT-related needs 2/2
Personal Businessfrom a Distance, eg.shopping,government services,bank, voting,reclamation, opinion
PC, connection toInternet, mobile phone,text message, GPRS-phone, connection tobank, security services,etc.
Technical skills,knowledge of thesecurity, managing ofbank affairs, finding ofavailable services,offering
Efficiency, availabilityregardless of time andspace, convenience
Information andProcess System
PC, connection tonetwork, file program,calculation program,security program, etc.
Technical skills,organising skills, filingskills
Efficient and economicalmanagement
Mass Media(Journalism,ExternalInformation,Advertising)
TV, radio, Digital TVand radio, Internetnewspaper, radio andvideo, etc.
Installing and using ofdigi box, installing ofchannels, media criticism
To enlighten oneself,To entertain, to keepupdated
Media Culture(Games, Material ofEducation, MediaArt, etc.)
Efficient workstations,game program, fastconnection to Internet,etc.
Technical skills to play,understanding of logic ofgames, literature ofmultimedia
Entertainment, learning
User Need Access/Affordance Skills Motivation
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
Requirements for ICT utilisation 1/2
User Need Infrastructure Services LegislationCommunication Compatible, open and
available telecomnetworks
Generic multi-channelservices (e.g. for theblind and the deaf tocommunicate with eachother)
Communication secrecylaws
Own Production Compatible mobile andfixed network services
Generic multi-channelservices for voice,images, moving pictures.Server services
Protection of privacy andcopyright
Search forInformation
Library network, libraryservices and telecomnetwork.Open information anddata systems.
Information services alsoby phone, text messagesand e-mail
Laws concerningavailability ofinformation
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
Requirements for ICT utilisation 2/2
User Need Infrastructure Services Legislation
Personal Businessfrom a Distance
Internet access, mobileconnections, connectionsto the bank, etc.
Diversify and availabilityof generic services (alsofor micro-enterprises).Network partner service.Call centres.
Laws pertaining tosecrecy of information
Information andProcess System
Compatibility ofdifferent systems
Extensive range ofservices, also those formicro-enterprises, NGOs
Laws pertaining toinformation security
Mass Media(Journalism,Advertising etc.)
Digital TV and radionetwork,Broadband connections
Production of content Laws pertaining to massmedia
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
Empowered Active Citizen
• More sociolocigal imagination
• Co-operation between private and public sectors
• Deeper orientation in need research
• New generic products
• New generic telecommunication services
• More social innovations with old technology
• New professions
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
Teollisuusyhteiskunnasta globaaliksi taloudeksi (ja hallinnoksi)
Arjen mahdollisuuksien voimistuminen
Operaattori viritettynä vastaamaan olemassa olevaan teollisuusyhteiskunnan mukaiseen kysyntään TY-
kysyntä
Kulutuskysyntä
Tietohallinnon aiheuttama kysyntä
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
Sociological and technological imagination in innovation
process
Session <2h> <27> October 2004 eChallenges e-2004 Copyright 2004 <TeliaSonera Finland Oyj>
Sosiologinen ja teknologinen mielikuvitus innovaatio
prosessissa