How did you organize that innovation internally?
‘Until a few years ago we had a fairly broad innovation portfolio, with all kinds of things in it. One innovation-process was very incremental, the other more a prospect for the far-away future. Business Models Inc. helped us to structure this process. That way, we spend our people, budgets and other resources appropriately. At T-Mobile Netherlands we have formulated the three innovation horizons as Earth, Moon and Mars.’
Earth: this concerns minor adjustments to existing processes
Moon: these are new business models for existing customers or new customers for existing business models
Mars: these are innovations that are far away and create a whole new value for T-Mobile Nederland
How has this helped you in being more innovative?
Introducing and naming this concept has ensured that people in our company have a much better understanding of what innovation actually is. By using special templates, we can always experiment with new ideas in the same way. Fast, small-scale and with direct feedback from customers. By using this process, we are also able to divide the budgets: 80 percent on Earth, 15 percent on the Moon and 5 percent on Mars. Many people like to innovate on Earth. This concerns small improvements to existing processes. I personally like to look around on the Moon and Mars. Using voice as a marketing channel, for example, or an e-bike that brakes automatically when you approach a pedestrian zone.
How do these topics arise on Mars?
‘We have our own innovation lab and work together with many different companies, who provide us with input. For example, the e-bike project was a request from the municipality of Amsterdam and we work together with The Townmaking Institute. But new ideas actually come from everywhere. The father of my daughter’s schoolfriend works at the Dutch company Tover, producer of the so-called Tovertafel. This is a box with which interactive games are projected on a table and is popular with healthcare institutions. It’s a beautiful product and we can possibly help them in making it even more connective.’
Connectivity in five years.
According to Kroon, a lot is going to change in the field of connectivity within the next five years. Everything is becoming connected and T-Mobile Netherlands wants to play an important role in this. The company has a clear strategy for that: connecting new partnerships.
‘We are already working with Cloud providers to build a direct connection, so in the future if you buy a Cloud-based SaaS solution from us, we will ensure a guaranteed steady connection. That SaaS applications then takes precedence over YouTube, for example. Conversely, they also sell their package with our connectivity. With this kind of partnerships, we are able to solve the problems of our customers in the best possible way.’
To finalize, what is your advice to business leaders?
‘It all starts with an open mindset and a better understanding of your own business. Get inspired by companies in your industry that may be a bit further with connectivity. Also look for people with whom you can spar about your business model. Take one technology, Computer Vision for example, and use it to go through your entire customer journey. How could you incorporate this technology? What problem does it solve for you and your customers? This way you can improve your own processes bit by bit.’