Innovation Report: A1 Communication, Business Innovation Strategy

This report examines the significance of innovation and its practical application within the context of A1 Communication, a UK-based telecommunications company. It starts by differentiating between innovation and invention, emphasizing the value-added modifications that innovation brings to existing products and services to improve business performance and customer satisfaction. The report then delves into the factors shaping innovation, such as organizational vision, leadership, culture, and teamwork, and how they impact commercialization. It analyzes the 4Ps of innovation (Product, Process, Position, and Paradigm) and the innovation funnel. Furthermore, it explores frugal innovation strategies and the importance of a commercial funnel, including new product development processes. The report concludes by discussing tools for developing, retaining, and protecting intellectual property rights. The analysis provides insights into how A1 Communication can enhance its market position and address challenges through strategic innovation.

INNOVATION

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Innovation and its importance to organisations in comparison with invention....................1
P2. The way organisational vision, leadership, culture and teamwork can shape innovation
and commercialisation................................................................................................................3
TASK 2............................................................................................................................................4
P3 4Ps of innovation and use of the innovation funnel...............................................................4
P4 Developments in frugal innovation........................................................................................5
TASK 3............................................................................................................................................6
P5 Importance of commercial funnel and application of new product development..................6
P6. Innovation business case of A1 Communication..................................................................7
TASK 4............................................................................................................................................8
P7 Different tools which used to develop, retain and protect intellectual property rights..........8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Innovation is a process in which employers of an enterprise used to make modifications
in existing products. Through this procedure, they add value in commodities in order to make
them more useful. But it includes various type of risks and long procedure. Therefore, managers
are required to measure the needs of changes by identifying demand of people at marketplace.
Along with after launching new products, they should check effectiveness of these in order to
judge whether the same satisfy needs of customers or not (Acquaah, 2013). This present report
shows the importance of innovation and its procedure in context with A1 Company of UK. This
enterprise deals in communication business in UK at small scale. Currently, it has suffered loss
due to decrease in sales and ineffective quality of services. Therefore, this assignment shows
how it can enhance its sales performance by adding more value in products or services. It also
discuss about resources, tools and techniques need for innovation. Along with made a clear
description about difference in terms of innovation and inventions.
TASK 1
P1. Innovation and its importance to organisations in comparison with invention
Innovation helps a firm in development of production and enhancement of sales
performance by making products more useful. This activity aid organisations in attracting minds
of customers towards its new services and goods in a more effective way. Through this process,
enterprises can give a tough fight to its competitors and gain a better position at marketplace.
As present scenario, A1 communication is a small business provider of fixed line and
broadband services in United Kingdom. For gaining attention of large number of customers, it
has formulated various strategies in order to deliver services more effective. Along with this, on
regular basis it has used to make changes in services on regular basis of interval.
The concept of innovation and invention differs in a vast manner (Difference between
innovation and invention.2017). Both are used to provide better products to consumers but have
different conceptual view like:-
Basis Invention Innovation
Meaning Invention is a process in which
a person use technical idea to
Innovation refers an idea to
add value in existing
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invent a new product at
marketplace which has never
made before.
commodities which must be
replicable at an economical
cost. Through this activity,
people at organisation can
reshape its production as well
as manufacture high qualitative
products.
Procedure For inventing a new thing, an
inventor needs new thoughts
and ideas. Along with this,
invention generates when
some major causes are faced
by organisation in their
production (Huberman and
Miles, 2013) .
For manufacturing innovative
products, a person needs to
identify demands of customers
first as well as strategies used
by its competitors. Therefore,
for innovation, managers are
required to formulate a
complete action plan which
would help in making
modifications in a proper way.
Necessary skills Scientific and technical skills
are required for this process
along with researching
abilities.
Marketing, technological and
strategic skills are some basic
requirement for innovation.
Importance of innovation
Concept of innovation is useful in increasing growth of business in a rapid manner.
Creating modifications in products and other aspect of organisation result to deliver high
innovative outcomes. Along with this, innovations is not only beneficial for enterprises but also
for people at marketplace as this will give them more useful products (Brown and Wyatt, 2010).
When a firm has innovative and creative goods and services then it has gained high productivity
and profitability at marketplace. In addition to this, it has provided them various opportunities to
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gain attention of large number of customers towards services as well as retain them for a longer
period of time.
P2. The way organisational vision, leadership, culture and teamwork can shape innovation and
commercialisation
For creating an innovation in production and technology, a firm requires to formulate an
action plan in a proper way (Woodcock, Green and Starkey, 2011). This type of plan include
mission and vision of business in order to examine what are goals of company that it wants to
achieve. Along with, it also include role of leaders and teamwork in executing the plan in a more
effective way. In context with A1 Communication the factors which are affecting
commercialisation are evaluated below as:
Vision- This statement reflects both short and long term goals of an industry in context
with completing the future requirement. Providing clear vision to employers and employees help
them in making improvement in development and modification of products as well. Vision of A1
Communication is to meet requirements of customers on time as well as in effective way. Along
with sustain growth of business and make alterations in services on regular basis. Through clear
vision, employees can understand the need of modification and contribute their efforts in the
same.
Mission- This statement shows short term goal of an enterprise in context with future
needs. For this process, managers formulate effective plans and strategies to achieve the same in
a better manner (Goldberg, 2013). Along with this, it also provide a proper shape to
commercialisation as well as innovation process. Mission of A1 Communication states “To
deliver high-class telecommunication services and informative products as well as develop a
good networking system”. By understanding the importance of innovation, people associated
with firm can help in accomplishing the mission in a given period of interval.
Culture- Culture of an organisation reflects behaviour, ethical values and principles of
people associated with firm. Therefore, an organisation like A1 Communication needs to include
diverse culture at workplace. It will help in gaining several ideas of people having different
background so that better modifications can be done in production which helps in getting high
innovative product. In order to obtain better outcomes, managers of this company are required to
provide employees equality at workplace as well as discrimination free and open environment
through which they can share ideas easily.
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Teamwork- It is the most essential concept in an organisation in which managers are used
to engage employees in group task. This would helpful in accomplishing a complex task within
short interval of time as well as in proper manner. Along with this, when employees are working
in group then it will support them in developing good relations with others as well as improving
own skills and knowledge. It also aid organisation in increasing productivity of workers and
reducing chance of conflicts among them (Elliot, 2011) . In context with A1 Communication As
it has included diverse culture so through engaging them in team, it will gain greater contribution
of workers in making innovation.
Leadership- Leaders are required in every department and team of a company as they are
providing proper direction to all employees working around them. In addition to this, they
monitor performance of each worker in order to examine their strengths and weakness along with
provide necessary training to them for reducing the same. Through all these process, enterprise
can make proper innovation in products in a desired manner. Therefore, managers of A1
Communication are needed to provide better leaders in each team who will help other members
in completing task more efficiently.
TASK 2
P3 4Ps of innovation and use of the innovation funnel
For making proper modifications in products or services to make them innovative and
more useful, it is necessary for management of A1 Communication to use effective tools and
technologies (Crossan and Apaydin, 2010). For this process they can use marketing mix
technique which include 4P's of innovation. This powerful tool is given by John Bessant and Joe
Tidd for new product development. They made this method to build on hypothesis i.e. whether
changes are necessary for innovation. It includes Product, Process, Position and Paradigm of
innovation, all are used to make proper changes in production. In context with A1
Communication 4p's of innovation can be explained as below:
Product Innovation: This concept reflects the changes which a company offers at
marketplace to satisfy needs of customers in a high manner. Therefore, an organisation is
necessary to modify its services and commodities as well as deliver it in high efficient manner. It
products are presenting in an impressive form then it will attract customers and convince them to
buy the same.
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Process Innovation: In context with, A1 Communication its managers are required to
identify demands of customers as well as gather information about requirement of changes.
Along with this, they should examine technological changes, strategies of rivals and more. These
things aid them to create alterations for innovation in a better way.
Position Innovation: Concept of this factor is same as marketing mix techniques, in
which superiors of firm used to launch products at marketplace in a proper way after makes
necessary modification and add value in them (Verbeke, 2013). It will help in willing the heart
of customers through effective marketing and convince them to buy. All these processes, aid A1
Communication in gaining new and better position at marketplace.
Paradigm Innovation: Under this final segment, employers of A1 Communication are
needed to evaluate the effectiveness of changes after delivering new products at marketplace.
Through this process, they can measure if changes are beneficial for them or not. Along with, if
there is any further requirement of modification can also be examined.
Use of Innovation Funnel:
Innovation funnel is used to execute all process of 4P's in a better way by reducing
chance of error. Therefore, innovators of firms are required to use this funnel at every stage of
development as it uses as a refinery tool. This would help in reducing risk of failure of
innovation which aid firms to save cost and time both as well as gain high profitability. This type
of funnel includes three steps for making innovation that are:- Focus on wide mouth of funnel: It is 1st phase of funnel, which states that entrepreneurs
should gather proper information about needs of customers by investigate market
situation also (Slater, Olson and Finnegan, 2011). Narrowing segment: In 2nd step, managers are required to analyse all information
properly in order to make proper data about how to develop changes. Along with this,
they must generate appropriate ideas for creating changes and adding value in products to
make them more beneficial.
 Narrow funnel: In the last phase, managers of A1 Communication will ensure the
positivity of requirement of modification in products or services as well as inform about
what changes are going on in business to employees.
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P4 Developments in frugal innovation
By using innovation funnel, management of A1 Communication can make better
improvement in products or services as well as reduce chance of failure also. In addition to this,
three stages of this model use in examining demand of marketplace, formulating ideas as well as
make proper decisions. All these things help in gaining more profitability. In this same context,
Frugal innovations is used as another tool which is used for decreasing the cost used in
modifications. Through this technique, managers can take proper steps in innovation in a
systematic manner (Reich and Bombast, 2013). For developing frugal innovation in production,
managers of A1 Communication should make a proper investigation of changes and formulate an
action plan. This plan would help employees in order to understand what they need to do in
creating modifications. Along with introducing appropriate techniques and tools, help staff
members and people who are associated with firm to hit the desired target in a systematic way. In
addition to this, for increasing productivity of employees and make them able to create
modifications in a proper manner, superiors are required to provide training to them. This would
help in enhancing performance of organisation as well as of employees in an efficient way.
Example: A1 communication are using Frugal Innovation as it results in using minimum
resources in order to develop innovative ideas. The firms have started their services and they are
helping the new start up business by providing them resources which are beneficial for them at
lower cost.
A1 communication can implement frugal innovation in its working processes, for
instance it can acquire 7G data and networking services to customers thus to increase the
efficiency of communication process. It extend 20 times the speed of fibre broadband. On the
other hand, A1 communication can also modify its working activities and operations through
digital transformation.
TASK 3
P5 Importance of commercial funnel and application of new product development
Commercial funnel summarised the concept of marketing and sales. It suggest
management of a firm how to marketing new products at a particular sales as well as the way to
sell in a profitable manner (Wolin, 2016). In this context, commercialisation refers to promote
new commodities at marketplace while sales funnel describes how to deliver them to customers.
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Therefore, for enhancing sales performance and gaining large number of customers, A1 needs to
generate some leads who distribute the services in an effective way. Through making proper
interaction with clients, a company can sell its commodities of new features in bulk as well as
make good connection with customers also. Along with commercial funnel is useful in
determining perceptions of customers who are using such innovative products.
For satisfying desires of customers, managers of A1 Communications are required to
keep an eye on quality of products after modification in order to ensure whether they are made in
desired way (Patti, Yanes and Siuzdak, 2012). Providing best qualitative products at marketplace
help in enhancing more profitability and productivity in a given period of interval. In addition to
this, association are required to formulate effective strategies and plan as well as implement the
same on workforce.
Stages of New Product Development given below:
Idea generation- It is initial stage of product development in which innovators are used
to generate new concept. It reflects employers about in what type of products are needed to
develop as well as resources used for the same. A1 communication are mainly focused towards
developing new innovative ideas for their developing effective communication channels
Idea screening- After generating various ideas, managers are required to screen impact
and necessities of each. Through this they can make better decision regards to create changes in
production. The ideas which are developed by them are scanned so they can be implemented in
real scenario.
Concept development and testing- Under this stage, managers are used to convert
business ideas into product concept. So, it requires a proper and detailed planning for
modification. In context with A1 Communication, after modification in services, this firm
requires to provide the same to people of small group in order to see their reactions. This would
help in making judgement about how new services will enhance at market share. The innovative
concept which is developed is tested on the present employees of the organisation in order to
evaluate its effectiveness.
Business analytical: This step is linked with organising an assessment in order to identify
the positive impacts of innovative activities on business.
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Commercialisation: After making proper strategies for marketing products, managers
should sell products in a wider area (Lundvall, 2010). Along with this, for better enhancement,
they should offer them on proper and affordable rates.
Product development: The response which is given by customers helps in identifying the
drawbacks so that products can be modified according to customer demands.
P6. Innovation business case of A1 Communication
For enhancing market share and improve sales performance, A1 Company is required to
formulate an innovative business case. This would help in forming proper objectives and aims as
well as the way through which innovation can be made in products or services. Along with this,
it also reflects time need to manufacture innovation, resources used for the same and more
(Keltner, Clarke and Broersma, 2014). If all these things are not executing in a proper way then it
will lead to failure of innovation. This process generates a heavy loss therefore, managers are
need to focus on some main points of requirement of innovation:-
Understand objectives and whole procedures- It is essential for managers of
organisation to examine and understand the whole procedure of innovation along with techniques
used in the same.
Collecting inputs- Superiors of A1 association are required to collect proper information
from various sources to identify needs and demands of people living at a particular place. Along
with make proper data for further analysis requirement of change as well.
Analyse- After formulating proper data, managers are required to analyse whole situation
of marketplace along with need of changes in services (Leonard and Rayport, 2011). It will
prove helpful in making proper decisions regarding modification as well as the way to execute
and implement in organisational system.
Starting judgement- After creating necessary changes, A1 requires to launch new
product at marketplace in an effective way. Along with this, after delivering the same, they
should make proper judgement about effectiveness of the same. This would help in evaluating
the success of innovation.
Resources need: After analysing the whole procedure of innovation, managers are
needed to analyse resources need in this procedure. It includes finance requirement, manpower,
technology and more.
The business case of the firms are evaluated below as:
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Executive Summary A1 Communication deals in providing communication services to
people of UK. The main focus of firms are linked with establishing
those business environment in which customer needs can be easily
fulfilled.
Need Innovation is the most important factor for A1 Communication as it
results in coping with the changing demand of clients. The innovation in
communication results in achieving effective results for firms.
Solution Innovation in communication results in identifying present need and
wants of customers and these are fulfilled by providing them effective
services.
Consumer Analysis The results of analysis were that customers were satisfied with the
innovation in communication. The development in software helps in
developing most effective business idea and applying it to the
organisation in order to achieve effective results.
Creation and
Improvement
The ideas for making improvement in the communication process was
developed by communicating with the concerned parties.
Acquisition of funds A1 Communication are running their operations at smaller scales thus
they have to raise funds from different sources such as banks in
exchange of the security so that innovative ideas can be implemented.
Benefits availed The advantages that can be developed with the help of innovative
process helps in ensuring innovative cultures at work place thus
enhancing customer satisfaction.
Different ways to accessing funds: -
 Crowdfunding – It is a practice of funding a project or a new venture by getting money
through large number of people in small amount. In crowdfunding, innovators raise funds
by using internet and other social media sites as there wide range of people used these. It
gives a chance to individuals at success by marketing their projects or business over the
world.
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 Angel investors – These are more likely than venture capitalists which helps
entrepreneurs to succeed. Angel investors are people who invest their money in new
businesses if business ideas are unique or attractive; they are willing to accept risks and
has a certain share in profits of the company.
TASK 4
P7 Different tools which used to develop, retain and protect intellectual property rights
When innovators or inventors make a new product or services then in order to protect the
same, government has provided them some rights. These rights are called Intellectual Property,
which provides a right to protect ideas, opinions, concept and assets of a person or company.
Through this right, an individual feel secure as nobody can use their ideas or concept without
permission of them. For organisation, this would help in protecting unique ideas and strategies of
them in a systematic way (Kline and Rosenberg, 2010). In context with intangible properties and
for product differentiation, intellectual property includes patent, innovation rights, trademark,
copyright and more. Since A1 Communication is a service provider company which deliver high
qualitative services, so it requires to protect all its strategies from competitors by using following
concept:-
Copyright- This form of intellectual property, used to give right to a person for his
innovation. For this purpose, innovators are needed to register own name under the Copyright
Act. The main drawback of copyright is that this type of right is given only for limited period of
time but after completion, they can renew it again. Laws of copyrights provides a control to
innovators and their work; it ensure that only the originators and those who receive their
permission can copy, perform or change the works.
Patent- Under this concept, an inventor or innovator made a new product and sell it at
marketplace. So, patent gave right to sell it by own name. But in order to gain right, it is essential
for patent holder to register own innovation under Patent Act. It will give legal rights and
prohibited others to use the same without permission otherwise they will be legally penalised. In
addition to this, a patent is given to inventor for specific practices and certain time period. It
signifies that no one other can copy the same product or service therefore it can be said that
Patent protection is made for any product or process in order to meet certain requirements of
novelty.
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Trademark- Every firm has its own logo, or special type of display which shows help
customers in differentiating products of various companies (Keltner, Clarke and Broersma,
2014). These logos are generally put on package or label of products as well. Along with this,
trade marks become a key of identification for a particular product or brand as people can easily
find out this. It delivers a status symbol to company cause trade marks helps to become favourite
brand of the company. Trademarks also reduces confusion between buyers' mind and preserve
them to purchase similar product.
Trade secret- This method is used to secure confidential data and information of a
company in a systematic way. This would help in gaining competitive advantage at marketplace
as well as no other association can use strategy used by them. Trade secrete is a confidential
information which caters a small business to get competitive edge because such kind of
information is not know to public. Trade secrete laws cannot be enforced as other laws of IP. It
involves positive and negative information thus to understand that what to ignore and what to
apply for attaining market growth and success.
CONCLUSION
From this given assignment, it has concluded that an innovation is necessary in all
aspects which proves beneficial in completing the desires of people in a more effective way.
Through changes in demand and needs of marketplace, employers of a firm are required to keep
modifications in products or services in a regular interval of time. This would help in attracting
minds of customers towards new services in a proper way as well as retain them for longer
period of time. This report has also evaluated that how associations can make alteration in
system and resources need for the same. It has revealed concept of marketing mix strategy,
effective business plan and more.
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innovation_b_1397085.html>.
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