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Brussels 10th of March 2015

silver innovationOpen innovation with seniors in Germany

Frank Leyhausen

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(open)innovation and age is a perfect match

seniors are innovative and effective

open innovation on age related topics helps to de-stigmatize and

builds awareness for age related needs and business opportunities

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The man with a new idea is a crank until the idea succeeds.

(Mark Twain)

the term "old" is rarely used in innovation management context

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project openISA (2010-2012)

development of an open innovation platform,where innovative services and products aredeveloped and evaluated with elder people

proof that elderly are innovative and want to innovate / share their knowledge

set up infrastructure for a silver innovation community

convince industry that silver innovation is valuable

Four successful idea contests with industry support

proof of silver innovators (innovators pool)

wide coverage in public as in academic media

best visited special session at WDA 2010

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WebsiteOpen to all age groups

Online and offline application

3rd of March to 6th of June 2010

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Website

message board

idea discriptionand

highlights

rating

comments

user

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9.900 user

950 hrs spent on site

175 participants

267 submitted ideas (one offline)

31.709 words to explain an idea (Ø119 per idea)

1.915 ratings of ideas

674 comments to ideas

17.046 words to comment an idea (Ø25 per idea)

Facts & figures

A very high involvement of the participants, esp. quality and quantity of ideas, straight forward attitude by 55plus

But a comparably low conversion from user to innovator,

WHY?

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Over 100 ideas by 150 userMore „experts“ and more socialactivites on site as by mobile challenge.

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Insights silver innovation

Elder people are very willing to participate in idea contests, no restrictions due to the urge to be online (only two out of over 200 ideas were submitted offline via mail)

Young and old innovators participates at the same time and discuss online

Ideas submitted and comments given are far more elaborated and extensive compared to those of the ordinary (younger) contest participants

A broader topic e.g. work space over challenged user, a more concrete topic is more sufficient

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Benefits

Seniors feel / are integrated & enjoy the opportunity to participate

Getting valuable consumer insights

Ideas and concepts created in the contest become your IP

Serious approach in understanding senior needs

New option for generating public awareness and an innovative image

Exploration of potentials for future customer integration (board of consumer / members)

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Toothbrush Theory

Everyone wants a toothbrush,everyone needs one,

everyone has one,but

no one wants to use anyone else’s

Dan Ariely The Upside of Irrationality

AKANot invented here (NIH) Persistent of institutional culture that avoids using or buying already existing knowledge because of their external origins.