Marco Bertoni guest speaker at Ericsson E:PIC days

Marco Bertoni guest speaker at Ericsson E:PIC days

Marco Bertoni invited speaker at Ericsson presenting Value Innovation research

At Ericsson they know well that an invention, a patent and an innovation are not the same thing. Not all ideas or inventions are successful, and many patents do not directly mean added value to customers. At BTH we know well the importance of looking at innovation from multiple perspectives and not just using the “engineer glasses”, which is considering functionality and cost aspects only.

Hence, no better opportunity than the Ericsson E:PIC day event to dialogue on innovation with a BTH partner known for its long history of successful products.

Marco Bertoni from the Product Development Research Lab was invited as guest speakers to present research findings on current methods and tools for making innovation work more effective.

“Research shows that companies are somewhat blind when looking at the innovation potential of what they design”, he said, “they tend to use only two dimensions, functionality and cost, to judge the goodness of their ideas. But the customer value “equation” is more complex than this: we are designing for humans, not for robots”.

Babak Kianiak further demonstrated the use of modern technologies for 3D printing. As Marco Bertoni concluded: “3D printing turns thoughts into reality: it makes so much easy for the team to communicate and discuss ideas, to cross-pollinate between different disciplines and hence create “awesomeness” in the products”.

The E:PIC day involved about 50 presenters and 500 people in the audience.

Categories: News, VI