Assignment

Topics: Innovation, Mobile phone, Diffusion of innovations Pages: 28 (6361 words) Published: March 20, 2015


Innovation in Mobile communications industry: An analysis Blackberry

Table of Contents
1.0 Introduction1
1.1 Innovation1
2.2 Types of Innovation2
3.0 Types of Innovation Patterns3
4.0 Innovative case: Blackberry5
4.0 SCAMPER: Blackberry6
5.0 The theoretical perspectives of innovation8
6.0 Innovation Diffusion Theory8
7.0 Social Shaping of Innovation Theory9
7.0 Organizational culture: A Foundation for Innovation10
8.0 Innovation and mobile telecommunication sector10
9.0 PESTEL analysis: external environment11
PESTLE analysis11
Why PESTEL is important11
How PESTEL helps to improve or develop the product11
PESTLE analysis on Blackberry12
10.0 Porter’s Five Forces Model: Industry Structure Analysis15 Porter’s Five Forces:15
Why it is important?15
How Porter’s Five Forces Analysis help product15
Porter’s Five Forces analysis on Blackberry16
Recommendation17
Conclusion18
References19
Appendices:24
1.0 Introduction
Information and communication technology is one of the best podiums for innovation. Mobile communication sector is an example of that. The observation of this industry will easily clarify that, each and every day new innovation is coming to replace the old one. Considering the product life cycle of this industry, one may find that, in most case it has a small life span. Kotler and Armostrong (2010) stated Products Life Cycle (PLC) in a five distinct stage including Product development, Introduction, Growth, Maturity and Decline. In mobile communication industry most of the products complete PLC rapidly as new innovation makes that obsolete. In fact, the market for mobile phones is being considered as the most dynamic sector in the world. Turnbull et al. (2000) asserted that, changes in technology, acceptance in the market, innovation of product is quiet astonishing in mobile communication sector. In the highly competitive industry, to survive a company should focus on the innovation and adaptation said Koski and Kretschmer (2006). Turnbull et al. (2000) argued that, no company can survive long in this sector without continuous improvement and innovation. The Product Life Cycle (PLC) and Industry Life Cycle (ILC) clarifies different stages, each stages has separate characteristics. The industry pattern of PLC and ILC in mobile communication sector is different than other industries, i.e. Automobile industry or essential commodity. The study of Hamdouch and Samuelides (2001) pointed that, in order to preserve and increase market shares, the mobile phone industry is renowned for bringing up innovations. The study will clarify the pros and cons of innovation in Mobile phone sector, the study will relate theories with practical innovation (focusing on Blackberry mobile). 1.1 Innovation

Particularly, innovation refers to the introduction of something new or different. It would be a new device, methods, or services. However, Smith (2005) clarified different dimensions of innovation. In addition, he has clarified a very specific difference in between innovation and invention. Invention is the first introduction of a new idea, product or process but innovation is the first attempt to make it practical use. Improvement of an invention may also call innovation. These two issues are inter-linked. For service industry innovation, Koski and Kretschmer (2006) said that, introduction of new service is called the service innovation similar to his study, Djellal, (1998) stated that, introduction of new service or the improvement or reconfiguration of existing service could be considered as innovation in service. For a product, improvement of new design or the introduction of a new product may call innovation for example; automobile industry. Continuous innovation is required in highly competitive industry. Innovation in mobile phone industry describes a new product, new design, new feature and so on Koski and Kretschmer (2006) for example;...

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