Entrep7022 Creativity | Improving The Assessment Answers

Use SCAMPER (see Topic 4) to generate ideas for improving the design of the portable radio. Note you should not restrict yourself to just a couple of ideas for each letter in SCAMPER. How you express your ideas is up to you e.g. you can describe them in words or illustrate them. The main requirement is that it is clear to the marker what the idea is.

Marking guide: 2.5 marks will be awarded per letter in S.C.A.M.P.E.R. Question the markers will have in mind are: Does the idea belong to the letter? Have a wide range of interesting ideas been developed for each letter? Are the ideas novel?

Part B

Based on your ideas from Part A, make a recommendation on what you think is the best idea, and explain why you think so? Expand on the idea. Why weren’t other ideas considered?

Answer:

Part A- Generation of Ideas

The fact is true that radios in the current market are replaced by various other products like MP3 player, Spotify etc. which is subsequently decreasing the market of this product. However, innovation is one process such that can increase the specifications of the product and make it more competitive in the market as well. So, below mentioned are some of the innovation in the portable radio product on the basis of SCAMPER technique that can effectively help the company to grow:

S- Substitute: Under the technique of substitution, the organization aims to substitute the product in such a way so that they effectively attain gains out of it. Many times the products become obsolete due to which it becomes important to replace them. So, under this case, the companies producing portable radios can replace their product with various iPods present in the market and they can also provide the technology of augmented reality within them as well. Augmented reality will help the user to attain real-life feeling while listening to music on the iPod or speaker (Borden, et. al., 2015).

C- Combine: innovation does not always require producing a product that is new in the target market, but it requires serving such a product in the market that is more efficient and a mixture of two different types of products. The hybrid products comparatively have a higher level of innovation within them along with the higher level of satisfaction of customers as well. So, in this case, the company should combine the radio feature with different apps of the mobile phone. Based on the mood of the user, the app will direct the radio to play music. Good music at the right time will help the organization to increase the satisfaction level of the customers (Liedtka, Jeanne, Salzman, and Azer 2017).

A- Adapt: The market of radio product is reducing day by day so the organizations producing such products should look for the right type of solution to increase the market share. So, the radio industry should make use of and adapt available technology to grow in the market. HD radio technology will sustainably help the product to broadcast music with highly efficient music. The quality of music will automatically attract the customers towards buying such product in the market (Rafiq Elimansi).

M- Modify: In order to modify the product, the radio companies should come up with a sensor and touchpad technology. Under this process, the user should be able to select the right type of genre to listen. And only the songs that attract the interest of customer should be played by the radio. In order to enhance the interest of the customers, radio companies should implement big data facilities.

P- Put to another use: According to the category of put to another use, the tool and pieces of machinery present inside the radio can be used by organizations to initiate their supply chain process. RFID (radio frequency identification) is a technology of digital media that helps the organization to attain frequencies and capture the information using radio waves (Surat, Shahlan, Faridayu, Kummin, and Baharudin 2018, 356-358).

E- Eliminate: In the process of elimination the companies producing this product should eliminate the use of inefficient and costly technology. The target segment present in this industry does not spend more on the radio product. So, cheap technology will increase the satisfaction level of the customers in the market due to which they will make sales of the product as well.

R- Reverse: The frequency used to capture radios can also be used to capture the visual frequencies in the market. Like, the radio can be used to capture the online or live streaming done on YouTube, Facebook or Instagram so as to attain a visual image of the activity as well. This will increase the satisfaction level of customers in the market and will initiate reverse innovation as compared to the original product (Serrat, Olivier 2017).

Part B- Recommendations

From the above mentioned various innovations suggested for the portable radio product, it should be noted that a mixture of various above discussed innovation would successfully help in increasing the sales of this product in the market. The RFID technology will successfully help the organization to increase the frequency radiation and reduce the variation in the environment. It will reduce the level of disruption that will enhance the satisfaction level of the customers. Further, according to the process of modification, the organization should eventually add a visual connection to the customer that will attract them to use the product. Another robotic voice should also be included in the product just like Siri in iPhone, Cortona in Windows etc. This will attract the customers and involve them in communication with the customer as well. Robotics communication is friendly as well as entertaining, so this type of innovation will help in increasing the sales of the product. Further, with the help of this type of communication, the robot should try to gain basic information about the user. With the help of this, he should attain information about the interest areas of the customers (Jeziorski, Przemys?aw 2014, 35-73).

Also, the radio should come with a recording feature under which user should easily record their voice on the radio and listen to it later on as well. Online surfing is also a fantastic innovation that the companies producing radios should make use of. With the help of this type of facility, the user can easily get connected to the real world as well. Live songs and video will help them to increase the satisfaction level as well (Bernik, Azis, Kartini, and Harsanto 2015, 49-53). This feature will attract all age group also the radio should give the facility on making user account in which. With the help of this feature, the logged in user will automatically get to listen the right type of songs based on their interest areas and preferences. This type of innovation should come with a software of AI and it should be connected with the phone. So, if anyone tries to log in it with the permission of the user, a notification should generate on the phone of the user. This will ensure the security of the product and the information of the user as well (Seyhan, Çiçek, and Bay 2015, 200).

References

Bernik, B., Y. Azis, D. Kartini, and B. Harsanto. "Managing innovation of SMEs in creative industry for interactive game subsector and TV and Radio subsector based on local wisdom in development of competitiveness business (Case Study SMEs in Bandung)." International Journal of Business and Administrative Studies 1, no. 2 (2015): 49-53.

Borden, Sandra, M. Edward Gilbert, Ross Norsworthy, Joseph Hersey, Rudy Peschel, Robert L. Markle, and Joe Ryan. "Standards Support Innovation: The future of marine navigation technology." Coast Guard Journal of Safety & Security at Sea, Proceedings of the Marine Safety & Security Council 72, no. 2 (2015).

Jeziorski, Przemys?aw. "Effects of mergers in two-sided markets: The US radio industry." American Economic Journal: Microeconomics 6, no. 4 (2014): 35-73.

Liedtka, Jeanne, Randy Salzman, and Daisy Azer. Design thinking for the greater good: Innovation in the social sector. Columbia University Press, 2017.

Rafiq Elimansi, A Guide to the SCAMPER Technique for Creative Thinking. <https://www.designorate.com/a-guide-to-the-scamper-technique-for-creative-thinking/> 2018.

Serrat, Olivier. "The SCAMPER technique." In Knowledge Solutions, pp. 311-314. Springer, Singapore, 2017.

Seyhan, Banu Çiçek, and Habibe Bay. "A Qualitative Study Examining the Effect of Scamper Technique on Concept Learning: Ege University Example." In Conference Proceedings. The Future of Education, p. 200. libreriauniversitaria. it Edizioni, 2015.

Surat, Shahlan, Nor Faridayu, Saadiah Kummin, and Harun Baharudin. "SCAMPER Technique in Generating Ideas for Science Products Among Malaysian Secondary School Students." Advanced Science Letters 24, no. 1 (2018): 356-358