Open Innovation 2.0 Yearbook 2013 - European Commission - Europa

Neelie Kroes, Vice-President of the European Commission
responsible for the Digital Agenda, argues
that unlocking the digital future can be achieved
through open innovation and that openness is central
to success in this digital revolution and that
we should create maximum room for user-driven
innovation [8].
In Horizon 2020 [9], there will be a new, more integrated
approach to innovation, which is reflected in
the new tools and research methods, as well as the
new approach more strongly integrating research,
development and innovation. Open innovation could
be one of the new approaches interlinking the various
elements.
On the technological side, the combination of mobile
Internet, cloud computing, ICT services and growing
sensor networks support the needs of the ‘smart
economy’. How to achieve a ‘smart economy’? Should
we create more regulations and policies? In order to
build a ‘smart economy’, creating more regulations is
not the answer: creating the digital single market is.
Individuals’, albeit different, roles (users,
citizens, etc.) and wealth generation
In July 2011, the final report of the industry-led
study OSI, Socio-economic impact of Open Service
Innovation, supported by the European Commission’s
former Directorate-General for the Information Society
and Media, was released [10]. The study assesses
the economic and societal potential and impact of an
Figure 1: Reverse innovation pyramid: wealth generation and share of profit [10]
open service innovation approach in Europe. The OSI
study was coordinated and led by Logica Business
Consulting’s Dr Gohar Sargsyan (now part of CGI). The
consortium consisted of IBM, Nokia, Intel, Novay and
the Innovation Value Institute. The OSI study considers
the role of users and citizens in open, user-driven
service innovation, as part of the industrial ecosystem,
in the context of societal and ICT developments.
The OSI report offers modern models, methods and
approaches to open innovation, as well as analyses
of the challenges of economic values, wealth
generation in socioeconomic terms and creation
of common values. It also suggests successful
business.
According to the study findings, wealth generation
relates to client, employee and shareholder satisfaction
in equal terms. In fact, this means a further
increase in the role of the individual, user and
citizen because, in the end, client, employee and
shareholder all refer to the same individual, albeit
in different roles. Our society is becoming aware of
the role the individual is playing in the well-being
of everything around us. The consequence of this
trend is that we also have to reverse thinking about
the innovation cycle. We have to start at the individual
and focus on what is adding the most value
to that individual.
This thinking is described as reversing the innovation
pyramid (Figure 1).
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