Business Development: Innovation Strategies for EE Limited Report

This report examines the concept of innovation within the context of EE Limited, a major mobile operating company. It begins by differentiating between innovation and invention, emphasizing the importance of innovation for business growth and adaptation to market changes. The report then delves into organizational objectives and the role of innovation in achieving them, including the impact of vision, culture, and teamwork. Key concepts like the innovation funnel, frugal innovation, and the 4Ps of innovation (product, process, position, and paradigm) are explored, offering practical applications for business development. Furthermore, the report addresses the application of New Product Development (NPD), the effectiveness of the commercial funnel, and the creation of an innovation business case for EE Limited, including potential funding sources. Finally, it discusses means to promote and protect knowledge and intellectual property, providing a comprehensive overview of innovation strategies within the company.

INNOVATION

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1Comparission between innovation & invention and their importance ..............................3
P2 Organisational objectives and innovation.........................................................................5
TASK 2...........................................................................................................................................6
P3 Innovation funnel and its uses and 4ps of alteration.........................................................6
P4 Concept of frugal innovation and its uses ........................................................................8
TASK 3............................................................................................................................................9
P5 Application of NPD and effectiveness of commercial funnel...........................................9
P6 An innovation business case for EE limited and ways to access funding.........................9
TASK 4..........................................................................................................................................11
P7 Means to promote and protect knowledge and intellectual property..............................11
CONCLUSION..............................................................................................................................12

INTRODUCTION
Innovation is the process through which something new is produced which is capable of
giving healthier and improved results to management. It can be a new method product process or
placement of existing system which is better than the existing one. Invention on the other hand is
entirely a different concept which results into introduction of entirely a new service or product.
EE limited is the largest mobile operating company of Britain which has provided the latest
technology communication services to user. Following report is prepared in order to understand
the importance of alternation in the given business organisation and how it differs from invention
will also be discussed in detail (Aarikka and Sandberg, 2012). Further, various concepts related
to modification like innovation funnel, frugal changes and 4ps of same are given which enhance
knowledge of user about how they can be utilised to implement alteration in the existing working
surroundings and expansion can be experienced.
TASK 1
P1Comparission between innovation & invention and their importance
To earn maximum profit and development is the prime objective of any enterprise. As the
external surroundings keeps on changing pressure on each unit to produce more supported with
good quality increases. Innovation in that case help much to various industries in expanding their
scale and capacity to produce. EE limited is dealing in a product type which has various
alternatives available outside therefore it is very important for same to provide clients with the
best output.
Vision of EE limited – Their vision is to make continuous improvements in the field of
networks so that costumer trust can be developed. In this innovation can be of great help as
through making changes in the existing systems interest of clients can be maintained and
developed.
Culture – To develop is the main aim of all the enterprise hence it is necessary that a culture is
developed which supports innovation and do not resist to change. This is due to the fact that this
way the productivity of an organisation can be developed to a great level.

There are many advantages of doing changes in the existing system which are discussed in detail
below:
Act as problem solving tool – Whenever any change takes place in the business surroundings
like entry of new firm take place it increases competitive which further leads to rise in challenges
to home company to increases its quality so that their customers do not switch to the new product
(Bagchi, 2007). Whenever a new entry is done they come with better features which attracts
more to public. Therefore in this case by adopting to innovation management of EE limited can
make developments in their services so which will help in maintaining long term elation with
customers.
Adapting to black swan events – In the present era were competition is at prime it is necessary
that the working staff is of adaptive nature as if they will resist to change it would be difficult to
meet the uncertain changes like sudden increase in the total demand or like factors. On the other
if the human resource is of nature that they welcome changes than this will have a positive
impact on total business profitability as it can be improved through innovative ideas.
Update code of conduct – With the advancement in business world researchers are coming up
with more and more new ideas and technologies which can give better results with the
investment of same amount of resources. Therefore if cited company has the capacity to adopt
new technology it can give a tough competition to other companies and can maintain an effective
production level (Bogers and West 2010).
Invention is a different term from innovation as their implementation and results vary to a
great extent. Given below is the comparison between both the concepts.
Innovation Invention
It is a introduction of a new technique to
utilises resources in efficient manner.
It is entirely a new product service or kind
which increases the level of satisfaction.
It require less time to innovate the work as by
bringing a small change innovation can be
made possible.
Much time is required to bring innovation in the
technology.
It require less investmnet. Comparatively higher investment is required to
make invention possuible.

P2 Organisational objectives and innovation
Commercialization and development is not at conceivable if there will be no help of
organization's authority, vision, culture and cooperation. EE limited organization's vision is to
expand the correspondence benefit in UK. The organization's vision is to help them in executing
commercialisation and in addition advancement in their administrations and items, as they
bolster in enhancing administrations of correspondence, so different developments are being
made like they make business telephones which is upheld by UK based establishment. This sort
of things help with raising business telephones' request among clients and corporate customers.
Influential position's in development and commercialisation - Initiative can be named as the
procedure which make impact on individual and expert normal for representative in an
organization and furthermore help them in rousing so that there will be legitimate
accomplishment of focuses in an organization. Initiative backings in commercialisation and in
addition advancement of administrations and items which are delivered by EE limited by
creating abilities of labourers who are working in group, by propelling representatives, by
legitimately actualizing correspondence framework and furthermore by applying suitable models
for taking care of issues (Bogers and West, 2012). In this part of guider and executive is
fundamental with a specific end goal to make coordination amongst specialists and furthermore
underpins being developed of thoughts so that there will be successful working.
Part of association's way of life in commercialisation and advancement – EE limited
organization's hierarchical culture is in charge of the usage of development and progress.
Organization is glad for its way of life, representatives of association work hard in business and
make accomplishment of magnificence in each work which is being finished by them and
furthermore make great commitment in the advancement of society. Such sort of steady
association and dedicated backings in usage of commercialisation and advancement.
Cooperation's part in advancement and commercialisation - Collaboration can be named as
participation and coordination of individuals in accomplishing targets and objectives of
association. Positive cooperation is there in cited organization with the help of which fruitful
usage of development and advancement is there at the work environment in order to make items
and administration viable with many elements which will help with giving great fulfilment to the
clients. During the time spent commercialisation, organization gives their administrations and
items in order to pick up benefit. Apple is considered as cutting edge organization in the zone of

innovation and with the assistance of development in old music players, gives little music player
to pick up benefit. The above text shows that there is an effective connection between innovation
and other aspects of the organisation which are further described in the below text:
 Vision – In order to facilitate changes in the work place it is required that employees are
communicated with the results of change so that they do not resists to modifications if
done during the code of conduct. Innovation is important in establishing vision of an
organisation as through this competitive advantage is earned in an effective manner.
 Team work – To continue projects with the new technology or innovative technique
group efforts are required so that they can together help organisation in achieving the
desired results. For same it is important that innovative techniques are used so that more
group efforts are received.
 Culture – To implement change in business in the most effective manner it is required
that culture of accepting innovation is established so that employees voluntary welcomes
the new way of doing work.
TASK 2
P3 Innovation funnel and its uses and 4ps of alteration
Following are the 4Ps of innovation:
 Product: To make innovation in a product for betterment. Whenever a new product
increases the total sales than it is termed as a real innovation as motive behind same is
than achieved. If it is about innovation of products of EE limited, which deals in internet
services and mobile network then there will be changes made to enhance speed of
network and cyberspace. To make customers satisfied it is required that the standards of
products and services is improved so that company can earn more and more profits. A
satisfied and happy consumer is equivalent to profitability (Ettlie and Rosenthal, 2012).
 Process: It is needed to first to examine what are the processes in a mobile network
provider company. Innovation in anything is necessary to improve process and product
utility. For any organisation to run efficiently it is very necessary to check external as
well as internal process.
 Position: This means perspective of people for company. It means successful
organisation is not one that makes only good quality products bus also what its customers

think about this entity. It is all about satisfaction of consumers and their prosperity to
consume same.
 Paradigm: This is a category of special innovation. If any improvement is made
regarding selling of internet services then it should be beneficial. These innovations are
made to simplify the selling process so that more goods can be made available where and
how they are required (Gambardella and McGahan, 2010).
A company can use all 4Ps together also. These are not narrow. They can be used separately or at
the same time. All these have one purpose to make organisation healthier.
Uses of innovation funnel:
This is used to explain steps that are needed in development of a process or a product.
The main objective of this funnel is to manufacture a product that fulfils the need of market in
most economic terms. It is used as a refinery system in which all ideas are refined at initial stage
of development. After refining all important and good ideas are left for implementation by
company. And remaining ideas come up with new concepts in near future. This model takes safe
ideas in comparison to creative ideas. Innovation funnel is a very crucial technique for
betterment of an organisation. Given below is the image of innovation funnel which further clear
the concept in a more effective manner. All the data available in respect to a particular task is put
in from the narrow side and than it is processed so that finally a quality output is produced which
can be implemented in the business.
Illustration 1: Innovation funnel

P4 Concept of frugal innovation and its uses
Leveraging resources in new ways results in lower cost services and products. These can
be available at large scale. Frugal innovation simply means to re utilise the products by making
changes in them and using them more efficiently. It has simplicity in manufacturing and it
optimizes interface features of customers. It responds to scarcity in resources. Whether it is
material, financial or institutional They are not only cost efficient but also out form alternatives.
It also creates new opportunities. This is done to increase efficiency of any product or device so
that customer’s satisfaction can be achieved. Everything must be done economically. Frugal
innovation lowers the cost of products and increases its efficiency and productivity (Godin,
2012).
Following are the developments in frugal innovation in context of EE limited company:
 Additional characteristics of existing product: Innovation in the existing products
help in increasing products utility so that when it is compared with the previous one the
new product is preferred. Important changes should be made from time to time that
increases operational activities.
 Reduction in production cost: Improvement will be of such nature that reduce the total
cost for company. Production expenditure will be minimized with the innovation in
technologies of making new products. If expenses are less than income then it will be
profitable situation for company.
 Emergence of advanced devices: New and advanced products are introduced in the
market after making frugal innovations that will fulfil customer needs more efficiently.
Changes are made after some time to enhance the quality and characteristics of products
so that demand of product will increase in market and company will earn more profits.
EE limited should introduce such network services and devices that will reform meaning
of networking system (Huizingh, 2011)
Produce reasonable and durable commodity: Commodity that is introduced after making
innovations in it should be long lasting and beneficial to its users. EE limited produces electronic
devices and provides network services. What reasonable innovations can be made in these
products and services. After innovations network speed gets increased and new data plans can be
offered. Low rates can be introduced to raise the selling of services and make organizational

profits. Company can offer to public high validity plans. Many reforms are made in networking
systems like 2G to 3G and now 4G has also arrived.
TASK 3
P5 Application of NPD and effectiveness of commercial funnel
Employer of EE Limited should use innovation funnel so that they can deliver best
products to their consumers. Commercial funnel is important as it assist in increasing earnings so
that they can attract large number of consumers.
New product development process includes some steps and this can be used by EE Limited so
that they can improve their existing products and services which will assist in attaining targets. It
includes:
 Idea generation: It is a first step of process in which they have to think about services
which they have to launch. They have to use appropriate sources which will assist in
generating more and innovative ideas.
 Idea screening: After generate idea, staff members of EE Limited staff members have to
check ideas and choose that so that they can boost their brand image in a competitive
market (Kim And et. al., 2011).
 Development and testing: They have to test their employees that they have to develop
their products so that they can reap success in targets. Along with this they have to check
that ideas and information which is to be gathered or not.
 Product development and test marketing: They have to implement the ideas merchandise
should be launched and assess that they can fulfil needs and wants or not.
 Commercialisation: Employer of EE Limited have to adopt appropriate plans along with
the procedures so that they can do promotion in a appropriate manner.
 Launch: After analysing all steps of new product development process so that services
will be launched which assist in attaining goals (Wonglimpiyarat, 2010).
P6 An innovation business case for EE limited and ways to access funding
EE limited is a networking company which has made an intend to enhance the UK's SME
market's correspondence benefit. Enterprise study is being created keeping in mind the end goal
to legitimize danger of putting resources into an advancement, to persuade organization to
underwrite thought which is being produced and to ensure business thinks coherently through

everything. Development business instance of cited company comprise of few stages which
incorporates the following points:
Official synopsis: EE limited needs to give creative media transmission administrations to its
clients in whole UK, in order to pull in an ever increasing number of clients which will build
their notoriety in advertise (Lindič and et. al., 2011).
The essential: Basic requirement of an organization to cook all the corporate customers who can
make viable utilization of the business telephone frameworks, business broadband and web and
business telephones.
Arrangement: Answers has to be straight forward, which ought to be useful in unravelling the
fundamental needs and prerequisites of the clients with the goal that they can make successful
utilization of the item which is being given by the organization.
Why item is imaginative: Next stride during the time spent advancement strategy for success, is
to know why the result of the organization is creative. EE limited is giving the business
telephone framework in which there is an utilization of inventive innovation called change in
features which makes increases the utility of existing products (Rafinejad, 2007).
Client inquire about: This progression will enable EE limited to make legitimate research of the
objective to advertise, that incorporates different clients on which they centring. Organization is
essentially concentrating on the corporate customers who make vast utilization of the business
telephones.
Outline and improvement designs: After the entire statistical surveying, planning and
advancement of the item is being done so as to make item accessible in the market.
Necessity of venture: Finance and funds are the principle part which is required by EE limited to
make advancement of the item. Assets are additionally required for making the production
accordingly (Schoonmaker and Carayannis, 2010).
Future growth: Various advantages which an organization will get from the imaginative items
will be broke down in this progression. There are different distinctive routes, by which company
can get to financing. They can utilize Boost rapping technique, in which claim monetary assets
are being utilized by the organization like cash from sparing record. Organization can likewise
utilize reserves from their loved ones, banks, money related establishment and so forth.

TASK 4
P7 Means to promote and protect knowledge and intellectual property
Procurement of learning and administration is critical for an association. For the
advancement of the new item Apple Inc. make utilization of the new innovation in making iPod.
Virgin organization likewise make utilization of the different strategies all together ensure
protected innovation. EE limited has additionally utilized diverse devices so as to do more
business.. Organization must look at all the sources keeping in mind the end goal to get learning
of business which will help in the development and furthermore in the maintenance of
representatives. Given techniques will likewise help cited company in promoting and protecting
intellectual property:
 Client learning: Basic data with respect to taste of the client and their desires will help in
examining the clients needs and necessities. With this learning in regards to improvement
of the new item will be assembled by organization (Snow And et. al., 2011).
 Providers and workers: By dissecting the hierarchical culture and taking inputs, data in
regards to the providers and representatives will be assembled by the organization in
order to grow and screen the execution.
 Learning with respect to advertise patterns: It is extremely important to comprehend
the market patterns, as it will help the 4com to have data in regards to new innovations,
and contenders. Learning of the market helps in understanding methodologies in regards
to item, value, place and advancement (Teece, 2010).
 Information of the large scale condition: These are the outer variables, which
influences the business in a way or other. It incorporates the political, monetary, social,
innovative, legitimate and natural elements.
 Learning from exchange organization and expert affiliation: Knowledge can likewise
accumulated by cited organization with the assistance of yearly reports, books and diaries
and magazines (Thore, 2012).
 Innovative work: With the assistance of the correct innovative product, organization will
have the capacity to accumulate important data which will help in the formation of new
thoughts and plans. Procedure of innovative work have been utilized by the other telecom
companies also which causes them to make innovative products like advanced music
appliances.

There are different tools through which products can be saved from the other similar
commodities that are present in the market. The most commonly used article are as follows:
 Patent Law – In order to secure own product company can get the patent of the same as
once the patent is purchased no other organisation can make the exact same product or
can not sale the same with his own name.
 Design act – It is another law which is made in order to secure the designing of a
particular commodity. According to this law no firm can copy the same design of another
brand which is registered.
These all things will help in the insurance of the licensed innovation and learning.
Keeping in mind the end goal to hold representatives cited organisation can make utilization of
the hazard learning, evaluation of execution should be possible, different maintenance ways can
be utilized like arrangement of financial and non-money related advantages (Walsh, 2012).
CONCLUSION
From the given study it has been summarised that innovation is of vital importance. If it
is practised in regular interval of time than company can increase its total business as the value
of existing resources than increases. Given study gave a detailed knowledge of how through
practising alteration tough competitive surroundings can be given to other units dealing in same
product type. Concept like innovation funnel is explained in detail which shows how it can be
utilised in choosing the best alternative by the management and another concept of frugal
development is also given which highlighted the advantages of using the available goods as this
way their utility gets increased and also as they are offered at reduced price they can be utilised
by more people. This way their standard are increased and they can also be benefited with the
advance technology.