Atex Media Innovation and Commercialization

This assignment examines Atex Media's approach to innovation and commercialization. It explores how the company leverages product, process, position, and paradigm innovations to drive business growth. The analysis also delves into Atex Media's strategies for protecting its intellectual property through patents, trademarks, and other legal measures.

INNOVATION AND COMMERCIALISATIONS

INTRODUCTION
Innovation is a procedure to change an idea to form tangible or intangible things (goods
and services) which will help to create a value for end user. It is important for any idea to be
replicable at a financial term and required to satisfy with particular wants. The report will consist
on Atex media is one of leading in software program merchandising solution for media
rich industries in the UK and It is a small business enterprises. Further, it explicit
innovation, its value and the variation between innovations and design. The firm vision,
leadership, culture and teamwork assist in innovation.
TASK 1
P1 Explicate innovation, its value and the quality between innovation and invention.
Innovation is utilised to depict the discipline modification or invention across the
globe in relation to any idea, products or techniques which are followed by the people.
Innovation can be define as the anything real or yet exist but currently it is more
effective and efficient way. The invention of technology different areas such as science,
economics, business or any other which can be said to be as invention. It is a various
from invention as invention means creations of something new concept, idea, goods or
techniques which already does not existences. The Atex media required to do created
some innovations for development of their enterprises if the business is not providing
new thing to their clients than customer will shift towards the competitor. If this situation
have been arisen in the organisation than the products demand will be decrease. So it is
important for the firm to invent something new for customer. There are certain
importance and different between innovation and inventions for Atex media employees
such as follows:
 Increasing Competition: The software industries is facing high competition
among their organisation. Due to globalisation this sector required to bring the
effective situations for the people(Union, 2014). Atex media is performing better
and taking high pressure from the competitor but they are focus on innovating
products and services which will help to reduce the competition in the market.
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 Increasing globalization: This can be the another things which required to
produce more innovative products in the firms. Increasing globalization makes
same platform for the business enterprises. So the Atex Media is not just limited to
United Kingdom but it has also presence outside their geographical areas. It is for
all size of business whether small or large.
 Increasing customer expectations: The organisation customer is increasing day
by day their demand is increasing which require to fulfilled in effective manner or
the innovation is can be help to the firms to meet the customer expectations.
 Advancing technology: The rapid changes in the technology which is the
important for the firms required to make an effective development with the
innovations. In the pastime only large scale firm were able to make operate their
business with the technological development but currently firms like Atex Media
are also given high competition even this organisation are considered as small
scale business(Vanhaverbeke, 2017).
 Changing work force demographics: Diversity in workforce will consider
various change in the firm in terms of race, culture, age status and gender of
various task force is working in Atex Media which is required the innovation in
the application.
Innovation Invention
Innovation implies the implementation of idea
for product or process for the very first time.
Invention refers to the occurrence of an idea
for a product or process that has never been
made before.
Spread across the organization. Limited to R & D department.
P2 State how structure vision, leadership, culture and teamwork assist in innovation.
For each and every organization success with their specific vision, objectives
which will assist to leader the visual sense of commercialized. Innovation is not depended
on the involvement of high superior employees but all executives which are finally
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participating in the development of goods with adding new inventions. For effective
innovations in the firm it is significant role of their vision, leadership, culture and
teamwork assist in innovation.
 Vision : Atex Digital Media is a flexible content management platform. It is open,
modular and scalable. The different Atex Digital Media components can be
combined as a single solution to gather content, manage assets and coordinate
content production and publishing workflows. On any channel.
 Mission : These trends have been influenced by advancements in web
technologies which allow readers to comment on stories, participate in forums and
easily share links. The impact of social news consumption means that successful
news stories encourage and facilitate reader participation.
 Culture : It is important to accommodate the bran-new geographical area, to
display case their skills and ability to perform responsibilities in a various
environment. This leads to the invention of existent thought which makes into
forms a portion of advancement of application.
 Team work : The firm required to set objectives of the company as well
employees by collaborated in Atex Media so that innovation can be discovered
with the objectives and visions as the Apple Inc and Virgin Groups.
 Holding yourself adequate to reliance others: Innovation will separate the traditional
regulation and brings with the help of team spirit and as well self trust for a particular
task accomplish in the organisations. Atex Media must be trust on their employees as
well the vision which set to achieve for high development in the organisations. The firm
need to motivate employee for working towards the vision, mission and goals towards the
objectives to make better relationship with them.
 Communicate to learn: For each and every firm the most important aspect is the
communications which helps build strong groups. The communications mean consistency
learning from the people and develop new ideas to bring change with appropriate
innovations. Atex Media believe in effective communications in between top level
management and worker.
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 Courageous change agent: Change or inventions is the essential essence of any firm to
achieve success and implementing such modifications early is significant in the Atex
media. The leader of a particular group is required to communicate to their team for
respective changes made in the firm(Wolin, 2016).
TASK 2
P3 Explicate 4P's of innovation and the utilization of innovation funnel to form
innovative thought in Atex media.
The Atex Media focus on innovations and every time they require providing new
software various large firms. This organisation is the customer of the cited firm which is
already an innovative adoption if their products and services. 4Ps of innovation are the
better for achieving success in a positive manner for any firms. These are also important
for the Atex Media to develop more innovation with the help of products innovations,
Process innovations, positions innovations and paradigm innovations are described in
detail below:
 Products Innovations: This is the essential element for innovation implement by
they organisation with the help of better products and services development for the
customer. DM.core is the products which is developed and innovate by Atex
Media which have 100% Java technology and No SQL from the back ward speech
act as the device content as well. The products' innovation assist the firm to
achieve the company objective and goals.
 Process innovation: This is the most important aspect for the effective
development and innovation takes places in the firms. The process's innovation
will focus on organisation techniques and procedure to delivered products and
services to its ends user(Norman and Verganti, 2014). The Atex Media had set up
their process in better way which bring more customer towards the firms.
Therefore, with the help of improvement in the procedure of company the
efficiency as well quality gods such as innovation procedure of DM.desk.
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 Position innovation: It is the important aspect for the firm to repositioning their
product and services for new development. The innovation assist to Atex Media in
dynamic the mentality of customer active their good and work.
 Paradigm innovation: It associates with the innovation which considered to
tangible model in form of Atex Media what is really is concern with the
modification specially radical in a manner for thins is adopting in the firms.
The step utilised to develop a procedure or goods in innovation is called innovation
funnel. The main agenda each innovation is to create procedure or good which are meet
in the market for production or Monterey reforms(Tiwari, 2017). The innovation funnel
have three steps procedures while developing a goods and services.
The wide mouth of funnel: This stage is the effective enhancing in skills and abilities
information with the aim of collecting a various new thoughts as manageable. The Atex
Media is mortal numerous thought then it can make much numbers of goods and work
after taking content which are accessible with them. The source can be collected from the
other firms, appropriate research, university relationship, existing partner or institute.
Atex Media having a clear perspective of the organisations objectives and it required to
have effective understanding of abilities.
The narrowing segment of funnel: Each and every idea in the Atex media has collected
in the first step which brings through screening whether the innovation information
fetching with objectives of firms or not(Norman and Verganti, 2014). After this Atex
Media is carried out the assessment of return and risk to bring whether the chooses
innovation is effective of not.
The constrictive portion of funnel shape: Atex Media is ensuring that the thought
chosen in the past procedure is the exact as goals of the organisations then the goods is
ready to exist discharged in the manufacture element this phase. This segment is every
time chosen the safe innovation and which is matching with firm objectives.
P4 Explicate processing frugal innovation.
The frugal innovation is referred as the expulsion of unimportant highlights from a strong
merchandise like an auto or cell phones keeping in mind the end goal to offer them in creating
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nations and evacuation of the many-sided quality cost of products and generation. From iPhone
1s in year 2007 to iPhone 8s or more in year 2017 it is consistently utilizing the cheap
development year to year evacuating all the unimportant highlights. Each iPhone arrangement
model of Apple is some way or the other not the same as on another(Camagn, 2017). iPhone 1s
is link with charging to get the cell phone charged however an organization does not discover
charger important so it developed iPhone 8s as remote charging framework in it.
Alike Apple Inc., Atex media can likewise acquire the thrifty development the items it produces
for its customer by declaring the dispatch of Atex Engage another item to convey web
apparatuses for societal association and Digital group of onlookers conflict. By this item Atex
media without much of a stretch interface with its customer with the social communication
implies and can draw in with client on online premise(Chesbrough, 2017).
 For example ; Too expensive: innovative companies spend colossal amounts ses become
more complex and as the technologies are miniaturizing. And yet, the results are not
always there, particularly when the need is badly understood or it’s overrun by an
innovation cycle that takes too long.
P5 Explicate value of commercialized funnel and the utilization of New Product
Development NPD process for development in Atex media.
At the point when another item or generation technique is brought into business or made
accessible is advertised then it is illustrious as commercialized. It doesn't just mean advancement
of any item or thought however is implied by get that thought or item to the industry so the
aggregate can utilize it for their utilization. In the event that any advancement isn't essentially
conceivable then it is of no utilization to the market and just restricted to the innovative work
research facility.
 Business channel is the procedure of commercialization whatever item from the research
centre to the marketplace or client's home. It is a process of four stages which incorporate
mindfulness, intrigue, choice and activity.
 Mindfulness acquiring mindfulness the general population through substance advertising,
email crusade, online networking showcasing and every other road. It is organized where
the client's utilizing any item have decided with any issue with it and begin finding the
answer for the issue.
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 Enthusiasm at this stage the client's having issue has discovered the arrangement by
thinking about the association draw in with association and make inquiry regarding the
item(Barrett, Davidson, Prabhu and Vargo, 2015).
 Choice after client has turned out to be mindful of association then its chance for
customer to proceeds a choice whether to at present run with that item or receive another
one. The procedure may included deals content and further investigation into various
alternatives displayed aside that association.
 Activity this is the last phase of pipe where client choose to buy the item and to leave the
existing on or to remain with the instant item as it were.
NPD (New Product Development) is the entire procedure of delivery of brand-new item into
showcase implies the entire change of market opportunity into the item which is accessible
available to be purchased. New item improvement incorporate both the unmistakable i.e.
merchandise and immaterial i.e. benefits in its procedure. For commercialization in Atex media it
is crucial to clarify the significance of both business pipe and NPD(Teece, 2010).
 Product development, also called new product management, is a series of steps
that includes the conceptualization, design, development and marketing of newly
created or newly rebranded goods or services. The objective of product
development is to cultivate, maintain and increase a company's market share by
satisfying a consumer demand. Not every product will appeal to every customer or
client base, so defining the target market for a product is a critical component that
must take place early in the product development process.
P.6 Build an Innovation Business Case for an
organisation, including ways to access funding.
It is the strongest occupation is to built an innovation enterprises cases as each of
the sources interpreted from the marketplace which does not be as effective as firms
required for it. The firms majorly required to experience problems, reduction the sound
and disturbance. To built the case for the Atex Media business in a effective manner first
it requires solving the problems by identified where clients are getting issues in the firm
or the software availability is not according customers' requirement. The next step is to
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solution for issue arise in the firm require to find out appropriate way to gain customer
trust. The solution must be innovative which should be in various manner form the past
once and must be innovative as well if not the customer will certainty not like it.
Customer reach is the important aspect for the firms which can be possible with help of
innovations solution must be reach customers(Aghion, Van Reenen and Zingales, 2013).
Design and development plans for each and every business case that develop and create
action plans as well required to showcase Atex Media how adopt the plan action.
Finance is required for a long period as well. It is required for purchasing fixed
assets like land and building, machinery etc. Even a portion of working capital, which is
required to meet day to day expenses, is of a permanent nature. To finance it we require
long term capital. The amount of long term capital depends upon the scale of business
and nature of business.
TASK 4
P7 Evaluating contrasting instrument utilized by Atex media to carry, evolve, and defend
intellectual property.
Intellectual property refer as the wide categorised description for the set of
intangible owned and legislation protected by firms from external utilisations or
implementation with consent. Intellectual property will be considered can be advised as
the pattern, trade secrets, copyrights and trademarks or ideas(Hojnik and Ruzzier, 2016).
Intellectual property in Atex Media as a software development firms obviously it required
which in innovative way to be protected and retained by any types of fraud in the
organisations. Legislation of all the government in the nation are required to form a law
to protect of their intellectual property. There are main four techniques utilised by the
Atex Media to retain, developed and protect as well secure their intellectual property such
as follows:
 Patent: It is granted the intellectual property rights of invention and allowing the
patent holders from several others by sale or utilised the invention which is lasts
till 20 years(Acharya, V. and Xu, Z., 2017).
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 Trademarks: It is a mark that various the goods under patent form by the other
organisation in which the Atex Media is utilised to bring clients recognize their
goods and others.
CONCLUSION
From the report innovation and commercialisations it can be easily concluded that
the innovations help the Atex Media to grow their business and achieve vision, mission
and objective of the firm. Increasing globalization makes same platform for the business
enterprises. To develop more innovation with the help of products innovations, Process
innovations, positions innovations and paradigm innovations is required to considered for
effective growth and development in business. Design and development plans for each
and every business case that develop and create action plans as well required to
showcase Atex Media how adopt the plan action. Therefore, New Product Development
is the entire procedure of bringing of new item into showcase implies the entire change of
market opportunity into the item which is accessible available to be purchased.
Intellectual property will help the firm to provider overall protect to the various
component of the organisation.
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