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Chapter 5 The design of products and services 119
Research and
development
Ideas from research and development. One formal function found in some organizations
is research and development (R&D). As its name implies, its role is twofold. Research usually
means attempting to develop new knowledge and ideas in order to solve a particular
problem or to grasp an opportunity. Development is the attempt to try to utilize and operationalize
the ideas that come from research. In this chapter we are mainly concerned with
the ‘development’ part of R&D – for example, exploiting new ideas that might be afforded by
new materials or new technologies. And although ‘development’ does not sound as exciting
as ‘research’, it often requires as much creativity and even more persistence. Both creativity
and persistence took James Dyson (see the short case earlier) from a potentially good idea
to a workable technology. One product has commemorated the persistence of its development
engineers in its company name. Back in 1953 the Rocket Chemical Company set out to
create a rust-prevention solvent and degreaser to be used in the aerospace industry. Working
in their lab in San Diego, California, it took them 40 attempts to get the water-displacing
formula worked out. So that is what they called the product. WD-40 literally stands for water
displacement, fortieth attempt. It was the name used in the lab book. Originally used to protect
the outer skin of the Atlas missile from rust and corrosion, the product worked so well
that employees kept taking cans home to use for domestic purposes. Soon after, the product
was launched, with great success, into the consumer market.
Open-sourcing – using a ‘development community’ 4
Not all ‘products’ or services are created by professional, employed designers for commercial
purposes. Many of the software applications that we all use, for example, are developed by an
open community, including the people who use the products. If you use Google, the Internet
search facility, or use Wikipedia, the online encyclopaedia, or shop at Amazon, you are using
open-source software. The basic concept of open-source software is extremely simple. Large
communities of people around the world, who have the ability to write software code, come
together and produce a software product. The finished product is not only available to
be used by anyone or any organization for free but is regularly updated to ensure it keeps
pace with the necessary improvements. The production of open-source software is very well
organized and, like its commercial equivalent, is continuously supported and maintained.
However, unlike its commercial equivalent, it is absolutely free to use. Over the last few years
the growth of open-source has been phenomenal with many organizations transitioning over
to using this stable, robust and secure software. With the maturity open-source software now
has to offer, organizations have seen the true benefits of using free software to drive down
costs and to establish themselves on a secure and stable platform. Open-source has been the
biggest change in software development for decades and is setting new open standards in
the way software is used.
The open nature of this type of development also encourages compatibility between
products. BMW, for example, was reported to be developing an open-source platform for
vehicle electronics. Using an open-source approach, rather than using proprietary software,
BMW can allow providers of ‘infotainment’ services to develop compatible, plug-and-play
applications. ‘We were convinced we had to develop an open platform that would allow for
open software since the speed in the infotainment and entertainment industry requires us to be
on a much faster track’, said Gunter Reichart, BMW vice-president of driver assistance, body
electronics and electrical networks. ‘We invite other OEMs to join with us, to exchange with us.
We are open to exchange with others.’