Innovation and Commercialisation Strategies for A1 Comms Ltd: Report

This report provides an in-depth analysis of innovation and commercialisation strategies, focusing on A1 Comms Ltd as a case study. It explores the definition of innovation and invention, highlighting their differences and significance for business growth. The report examines the sources of innovation, including unexpected events, process improvements, changes in perception, and the application of new knowledge. It delves into the role of organizational vision, culture, leadership, and teamwork in fostering innovation and commercialization within the company. The 4Ps of innovation (product, process, positioning, and paradigm) are discussed, along with the application of the innovation funnel. Furthermore, the report examines the principles of frugal innovation and its impact on business strategies. It also covers the importance of aligning innovation with customer needs and creating sustainable solutions, emphasizing the role of research and development in driving successful outcomes for A1 Comms Ltd.

INNOVATION AND
COMMERCIALISATION

INTRODUCTION
Innovation means to come up with new characteristics in existing product or services.
These days customer's demand is changing in day to day working. It is important that manager
has to perform various activities to come with new and innovative ideas. There is requirement of
planning and analysis of resources which are related to that innovation. This reports based on A1
Comms Ltd. which provide solution to communication related problems and they provide mobile
phones at affordable price (Bhagavatula, Mudambi and Murmann, 2017). Sometimes people
think that innovation and invention are same but it is not so this is discussed below. In this
report, innovation and its importance, role of culture, leadership, vision in making innovation
and invention. There are 4Ps of innovation which are discussed below along with innovation
funnel. There is requirement of frugal innovation to shape innovation in best way. Importance of
commercial funnel, application of NPD, tools used by organisation to retain, develop and protect
intellectual right.
TASK 1
P1 Innovation and its comparison with invention
Company has to make changes in their operations, to reduce company cost and time. But
there is requirement of proper planning before doing so, this will help to plan future actions.
Through this company can assign duties and responsibilities. Employees are also aware about
their code of conduct. In A1, there is need of change in working style to provide more
satisfaction to customer. This also help to improve and enhance image of company.
SOURCES OF INNOVATION
 Unexpected- This type of innovation is done when company is trying sometimes new and
they get more than expectation then such idea is known as Unexpected innovation.
 Process need- There are some specific process to complete task and objectives. But when
there is need of some improvement then manager of A1 Comms Ltd. Perform some
innovation in process. This aims at reducing cost and time of production (Balsmeier,
Fleming Manso, 2017).
 Change in perception- There is change in perception of customer then this type of
innovation take place. This innovation is done at small level.

 New Knowledge- If person get some new ideas as per change in environment then he/
she applies it to working style. This is possible when they keep check on external factors.
Definition of Innovation
Innovation means to know sometimes is added to existing product or services. This is
possible when manager feels there is requirement to improve working style. If there is change in
manufacturing process of mobile phones then it known as innovation (Archibugi, 2017).
Definition of Invention
While invention means getting sometime new which is not present in market. It is not
possible without research that what is the need of society. It is not necessary that technique is
accepted by society, but to make it growing shortcomings has to be removed.
Difference between Innovation and Invention
Innovation Invention
Adding new features in existing product is
known as innovation.
When some new product is launched in market
after analysing need in society is known as
invention.
For growth of company it is important to do
some value additions in product and services.
Invention is not necessary to exist in market.
There is important role of Research and
Development department which analyse
market and take appropriate discussion.
There is requirement of specific skills and
knowledge to come with new product and idea.
E.g. Updation of Whatsapp messenger. E.g. Invention of tube-light, fan, etc.
In A1 they launch new camera having DSLR feature in their phone. This camera
provides satisfaction to public. This phone is little expensive but consumer wants to take this.
This phone is launched for mainly businessmen so that they can smooth deal with customer by
showing their product.
Importance of innovation for employees
Innovation is important for company to take employees motivated to get what is best for
them. There are policies which has to be considered by managers through which employees get

to learn techniques. They have knowledge about what is happening in society. As there is
requirement of changes, so managers has to perform business in efficient way.
P2 Role of organisational vision, culture, leadership and teamwork in shaping innovation and
commercialisation
In company there is important role of manager in innovating new things. To achieve
goals and objectives it is important that manager has to communicate with employees and say
them how to achieve set targets (Lundkvist and Gustavsson, 2017). Innovation can be done in
organisation with the help of research and development department. It is important for company
to come with new and added features because these days there are changes taking place very
frequently. Hence it is important to accept changes and apply in organisation.
In case of A1 Comms there is requirement of employees as well employer coordination.
This will help to create good environment in organisation and proper flow of communication.
While this feature is launched then there are problems associated with it. It is important that
manger has to check operations of subordinates and guide them (Longo and et. al., 2017). There
is important role of vision, culture, team and leadership skills which help, to implement
innovation in more effective manner. Vision- Every company has its own vision and mission for which they are established. As
time passes there are chances in short term goals of company. While company is
innovating any new ideas it must be part of vision. This will help to grow in terms of
profits and image. Culture- Culture means environment within company. Manager has to frame policies
which provides positive outcome to company. There must be no communication gap in
superior and subordinates. This will help company to deliver plans and policies to
employees. There will help to create comfortable environment in company and
employees also work with their full efficiency. Leadership- While manager wants to apply some innovation in company, there is
important role of leadership and proper guidance. There is essential role of manager to
motivate personnel in accepting changing and perform task with full efficiency. Company
to make policies related to employees which provide them chance to grow. They can take
employees views also hence they feel confident while working.

 Teamwork- There are various task in company and sometimes they are interrelated. So it
is important to create coordination among different departments and tell them what and
how to perform (Kogan and et. al., 2017). Company has to divide task and assign duties
as per skills of personnel. This will help to achieve targets in better way. As personnel
work in team there will be more perfection and efficiency in their operations.
As discussed above it is clear that manger has to take care of working style of employees.
It is important to create friendly environment in company so there will be proper communication
and there will be no miss-communication.
As in case of A1 comms Ltd. Company has to make keep these factors in mind through
which they can accept changes which help them to perform business operations in effective and
efficient way. In A1 Comms leadership is one of the important component which has to be
considered and this helps to make good image in market. There are many employees, so it is
essential to convey them about to workers by managers. When some innovation is performed in
mobile phones, then this must be known to workers also this helps to make innovatio
successfully.
TASK 2
P3 4P's of innovation and use of innovation funnel
Innovation is not easy process. There are activities associated with it. Innovation has 4 P's
which was launched by John Bessant and Tidd, this helps in knowing need of innovation in
product and services. These 4 P's are discussed below- Product innovation- This innovation is done in the product which helps company to
grow and establish customer. In case of A1 Comms Ltd. They are launching new camera
in their phones with latest technology (Archibugi, 2017). This will help company to grow
in market and provide more satisfaction. This can be done through proper research that
what is the need of customer. Process innovation- This innovation focuses on improving process of production goods
and services. This will help in increasing profits and reduction in cost. Cost can exchange
technology which effects on production time in positive manner. A1 wants to come with
new feature but it is important that the must use techniques which is cost effective.

 Positioning innovation- As A1 is coming with new technology this will help company in
improving image of brand. But this can be done only when product is placed in front of
correct audience. They want to launch phone which is useful for businessmen so they
must take care that advertisements must be according to them. It is necessary to convey
right message to them (Balsmeier, Fleming Manso, 2017).
 Paradigm innovation- As company what to launch new and innovative feature but this
can be done only when there is proper planning. There are various techniques to
accomplish innovation but best among them has to adopted.
Illustration 1: 4P's of Innovation
Source:- 4P's of innovation, 2017
Use of Innovating Funnel
Innovating Funnel works as scrutiny funnel . This helps to come with best idea out of
available options. When managers wants ton come with some innovative ideas, there are various
options to achieve it. Innovative Funnel helps to opt best alternative among available. It is
important that manager has to perform their responsibility in best way and this will help them to
gain targets and goals.
Innovation funnel is important in case of A1 Comms, also it is important for them to
know what additions can be made, which help them to perform business operations in efficient
and effective way. As there are competitors of A1 Comms, so they have to apply many policies
which provide edge to their product. It is essential that organisation has to think about resources,
taerinng aspects, etc. which are required for applying for innovation.

P4 Development in frugal innovation
There are many problems associated with change in applications. It is important that
manager has to take care of customer's demand so this will help company to grow its empire.
There is change in environment and it is essential for A1 Comms Ltd. To accept those changes as
per requirement (Bhagavatula, Mudambi and Murmann, 2017). Frugal innovation helps manager
to reduce problems related to product and services. Innovation is important to make good
relations with customer, this will help company to enhance profit. There are many problems
associated with innovation and it is important to resolve them.
Frugal innovation means company provides desired product and services at cheap rate.
This will help company to increase its brand image in market. They are environmental product
and there is optimise use of resources. It is possible that company has to plan many strategies
which are helpful in making successful accomplishment if goals and objectives. It is important to
market that product to targeted consumer. These produce are launched for targeted consumer
hence it is important that manager has to motivate employees to work with full efficiency.
Principles of Frugal Innovations Engage and literate: In this there is analysing regarding need of customer and then there
will be discussion regarding how to solve it. Individuals can plan to launch some related
product (Bogers and et. al., 2017). Flex your asset: There is requirement of some resources to satisfy consumer need. Whole
they are planning top come up with some new product and services. It is important to use
available resources in best way. Create sustainable solutions: A1 launch phone having good quality camera, so it is
important to manage plans in such way that provides sustainable development which is
beneficial for both company as well as consumer. This will help to reserve resources also. Shape customer behaviour: It is important to create market of related product. There is
important role of R&D department which deals with providing appropriate information
regarding need of society. It is essential that manager at perform various task which
creates demand of prospective product. Co-create value with prosumers: There are some people who try new and innovative
things launched in society, they are known as prosumers. Manager of A1 comms. Can

create good relations with them so that they acme to know about new product. If there are
negative views then it must be renovated (Camagni, 2017).
 Make innovative friends: To promote new promote and services there must be some new
idea generation which is helpful for company. Manger has to contact with some external
sources which promote innovation and hence they help to judge and select best options.
TASK 3
P5 Importance of commercial funnel and application of New Product Development
Commercial funnel helps company to get new and innovative idea and select options
which are beneficial for them. There are many factors which are related to innovation and
commercialisation. Every time it is not necessary that company succeed with new idea there are
possibilities of failure also so it proves to be wastage of resources.
Importance of Commercial Funnel Innovating ideas- There is requirement of innovative ideas to launch new product in
market. This can be done by manager and associated people which helps company to
grow and sustain in market (De Marchi, Di Maria and Gereffi eds., 2017). Increase in efficiency and effectiveness- Through commercial Funnel efficiency and
effectiveness of company increase. It is important to perform task with full efficiency.
This will reduce defects and create faith of customer.
 Employees satisfaction- This feature is most important for company to create good
image on market. Working in changed environment enhances employees morale and
hence this increases satisfaction among workers.
There must be proper planning and these strategies must be communicated to employee
so that they can work in that direction. There are various departments in A1 Comms Ltd. Such as
marketing, purchase, manufacturing, etc. which has related activities so to reduce repetition of
activities it is important to coordinate between them phone must be portrait in front of
businessmen and tell them about its relevance. This will help in enhancing sales.
A1 Comms use policies which has to be considered by workers in their operations. In
case of A1 commercial funnel is important as it helps to attract more and more people. It is
effective with the help of altering policies. There is requirement of resources, so they have to
select cheap and easily available resources.

Steps of New Product Development
1. Idea generation- First step in the process of New product development is to idea
generations. This means very first there is some idea come in mind of top level personnel.
This step is very important as all other steps are behind this stage.
2. Idea screening- As idea clicks in mind, there are many options associated with it. There
is important role of manager in coming with new ideas to accomplish targets and goals.
This is possible with manager's efforts (Foss and Saebi, 2017).
3. Concept Development and Testing- When manager finalise with an idea, it must be
communicated to stakeholders associated with company. There are possibilities of having
discussion and difference in views, so every option must be tested.
4. Marketing strategy development- To make plans in practical world it is important to
apply those in market. There are possibilities that company has to modify plans again and
again but this will help in achieving targets efficiently.
5. Business and financial analysis: Every task need to be done with finance in
organisation. So it is important that manger has to analyse financial and non financial
resources to achieving business objectives. If cost of product is more then the percentage
of profit will be less, so it is important to reduce cost to company.
6. Testing: After analysing resources, there must be test done to check whether adopted
idea will work or not. This testing is dome in small number of people. Company can
launch phone among few know businessmen and provide them chance to use technology.
This step also known as demo of prospective product (Huang and et. al., 2017).
7. Commercialisation: After testing, there will be positive or negative outcome. In case of
positive outcome company can launch phone in public. While in case of negative results,
their reasons have to identified and then corrective measures have to be taken.
These steps are necessary which has to be adoprted by company and this helps them to
work as per society need. These 7 steps give ideas how to perform actions and this helps them to
ge positive outcomes out of it. As there is difference in perception of workers, so it is essential to
make society aware of new products.

P6 Innovation Business Case
Business case means planing done to apply innovative idea in company. This is
responsibility of manager and top level management to see future outcomes of company.
Business Case for A1 Comms Ltd. Is as follows: Problem analysis- This is the first step in the business case, which help company to
grow and it provide edge to them over c9mpetitors. It is important to find problem in
society. Managers of A1 feels that there is need of upgraded camera so they research in
that sector only. Solution- Then manager thinks to launch phone with latest camera having features of
DSLR, this is cheap and convenient to use with phone. It is important to come with
solution which is most suitable for company. How product is innovative- It is responsibility of manger to show that particular product
is innovative and in what way(Johansson, 2017). It is not fruitful to accept resources
which are not beneficial for company as well as society. Customer research- There is requirement to analyse market need and then take
appropriate measures. If there is no customer research then company can not know
about changes and demand of customer. Funding- There is requirement of finance to launch phone having camera with DSLR
feature, so it is important to make analyse resource which are beneficial and readily
available in market. There are various sources through which funds can be raised, such
as bank loans, angel investors, etc. Manager of A1 has to select source which is cheap
and this provides an burden to company, so they try to work in best and effective
approach.
 Expected benefit- If company is coming with new ideas then its is necessary that there
must be some profits out of it. It is necessary that company have profits out of such idea.
There can be financial, or non financial benefits which help company to grow and
getting customer faith.

TASK 4
P7 Tools to retain and protect intellectual property
If there is some new innovation done by person then he/she must have its custody. There
are possibilities that some person can give their name to it. To avoid such conflict, there are
some laws associated with it. Government of UK has some legal norms which protect the right of
person (Johnson, Simmons and Sullivan, 2017).
Sometimes there is time required in between finding things and launching in market with
corrective version, so there are some tools which provide protection to their ideas. Some of the
tools are: Trademark- Trade mark means sign, designs which are recognised by society. This will
help company to create ownership on product and services. Tick mark is the trade market
of Nike, so consumer can recognise by it. This is best source through which company has
some trad mark and this helps them to create awareness abouut brand to society.
Customers have some faith and loyalty over company. Patent- Patent right is given for invention of some thing to investor. This will help him to
protect its innovation from being used. This right is given for specific period and if some
person wants to use that product then he/ she has to take permission from owner. This is
the right which is given by association to third part to sell, use, production, importing
purposes. To use patent right it is essential to work as per demand of managers of A1.
 Copy right- Copyright is given to person who has innovated something creative. This
includes painting, poem, books, etc. This is provide by Government for limited period.
No one can use without the permission of owner (Knippels and van Dam, 2017). Copy
right is used by creator of object to use it for effective way. It is essential that company
has renew their copy right on property after 20 years.
These laws help company to0m protect its new technology so that competitive firm can
not copy it. These right protects from being used by other firm.
CONCLUSION
From the above discussion it is clear that these days it is important to come with new and
innovative ideas. As customer wants to try new things, so manager has to frame policies which
aims at achieving goals and targets. It is not necessary that every time company get success

while they innovate new ideas, so manger must ready for failure also. It is important that person
who is innovating item has to secure it from general use. If any innovation is taking place then it
must be tested at small level and in case of shortcomings it should be removed. There is
requirement of proper process to launch new product in market. Organisational culture, vision,
leadership has important role in company for innovating new ideas.

REFERENCES
Books and Journals