Innovation and Commercialisation: A Report on Network Telecom, UK

This report provides an in-depth analysis of innovation and commercialisation strategies, focusing on the case study of Network Telecom, a UK-based telecommunications company. The report delves into the definition and significance of innovation, exploring its impact on employees and the company's competitive advantage. It examines the crucial roles of vision, leadership, culture, and teamwork in shaping innovation within an organization. Furthermore, the report details the Innovation 4Ps framework (Products, Process, Positioning, Paradigm) and the use of the innovation funnel for idea generation. It also explains the process of developing frugal innovation, highlighting its benefits and the importance of resource optimization. The report references case studies of Apple Inc. and Virgin Group to illustrate key concepts. The report emphasizes the importance of intellectual property protection and the need for companies to adapt to the dynamic competitive market, emphasizing the importance of understanding customer needs and providing value-added services.

Innovation and
Commercialisation

Table of Contents

INTRODUCTION
Innovation can be defined as a process which bring up-gradation in existing product or
introduce something new which is unique in external market. It refers to executing new
strategies, policies and plans which has never seen in business world. (Abdul Razak , Murray and
Roberts , 2014). Further it is a process in which organisation make changes in their products and
services which attract more customers. This will help in acquiring competitive edge over
competitors which leads to more market share and goodwill of company. Under this assignment
the company which is preferred i.e. Network Telecom which is UK based telecommunication
small company which is most innovative company modify all old products with new design, size,
colour and design. The project discuss about vision, mission and teamwork importance,
Innovation 4Ps, process of developing frugal innovation and usage of different tools and
techniques in developing, retaining and protecting intellectual property. (Ab Aziz ,Harris and
Norhashim , 2011). The main objective of organisation is to bring uniqueness in their product
segment in order to full-fill the requirement of niche market. In order to fully understand
innovation terminology Apple Inc. and Virgin Group is taken.
TASK1
P1 Define innovation and its significance to employees of Network telecom (UK) Ltd.
In simple word innovation means introducing something which is unique and bring up-
gradation in particular product. Further it is a way through which organisation distinct their
products and services from other rivalry which leads to create permanent place in external
market. Therefore a simple technique which help in increasing efficiency and effectiveness in the
procedures at the time of manufacturing goods and services. Innovation comes with some
modification, alteration and uniqueness in designing and packaging of products and services
availed by customers.
Their is always confusion create between invention and innovation among the internal
employees working in organisation so in order to remove all the problems various points are
described below which clarify all the doubts of workforce.
Basis Innovation Invention
Definition It is an act or behaviour
through which an individual
It is an operation in which
person develop new idea and

introduce something new
which never coming in market
or in other words when
product come at maturity stage
in order to boost up the sale
company come with new
variety in their existing goods
which impact largely on
customers.
something unexpected that has
not seen before in business
market.
Skill required Person possess excellent skills,
capability to think out of box
and specialised in all sector.
Person required to have good
scientific skills and
knowledge.
Works Under this process
modification and alteration is
done on existing product only.
Under this case some creative
and highly equiptted
technology introduced which
never seen before in market.
Network telecom Ltd. Is UK based innovative company in telecom sector facing many
challenges due to already existence of large telecom organisation in this business line. At the
starting point of business promoter require huge investment in order to implement their planned
projects. Systematic formation of policies, strategies according to the objectives leads to
profitability and productivity. Although small companies has to face various threads and
challenges in order to accomplish task but sustainability of company is possible only through
innovation . In this context Apple inc. is one of the best examples of innovation in all over the
world. Firstly they develop IPOD which is smaller in size and has a capacity to store 1000 songs
and this product change the mentality of those who uses Sony Walkman. They are larger and
difficult to hold so iPod change the scenario of all industries. (Bastalich, 2010).
Here are some benefits of innovation for the employees of Network telecom Ltd.
For employees
 Chance of enchaining the skill and knowledge which help in boosting up their career.

 Increase efficiency and productivity of employees.
For organisation
 Increase the possibility of sustainability for longer peroid.
 Able to full-fill the current demand of custom in telecom sector by providing products at
affordable price.
P2 Vision, leadership, culture and teamwork can shaping innovation
In any organisation innovation is possible only when all workforce work co-ordinately
for common objectives. In order to maintain team spirit and harmony in organisation managers
need to consider all issues and problems of individuals and try to solve all the challenges through
innovative methods only. Further, for accomplishing daily targets company require to develop
stable mission, vision along with good leadership in order to enchance team work. Their are
certain components which play important role in describing innovation within organisation.
 Vision- Before starting any organisation individual need to decide the vision of
organisation for which it was established. It is made for long term purpose which give
direction to management at the time of formulating objectives of company. Network
telecom which is UK based organisation main vision is to offering high class service and
quality business telephony solutions and they achieve top place through innovation and
digitalisation in their services.(Capozzi , Gregg and Howe , 2010).
 Mission: it is always made for short term purpose which help organisation in
accomplishing their objectives in order to reach with the vision statement.
 Culture: Organisation obtained brand value in market only when it adopt ethical
corporate culture in their working practices. Therefore company environment must be
suitable for employees which make easy for them to work in coordinate manner.
Harmony among leader and employees allows workforce to provide best services to their
customer by using innovative skills which satisfy them fully.
 Leadership: In simple word it is a way of influencing the behaviour of individual. In
order to achieve organisation objectives leader must posses such innovative quality which
increase the efficiency and productivity of employees at the time of achieving daily
targets.
 Teamwork: it is important phenomena which present at the time of complex situations. In
small organisation employees able to satisfy the needs of customers only when work with

team spirit and take the guidance from leaders at the time when they facing any difficulty
in attempting any business operations. Apple Inc. comprises of different department so
they assign work in different team which leads to fulfilling necessary work in efficient
manner and they are motivated towards all targets objectives in good manner.
Thus network telecom Ltd. Must develop appropriate plan and procedures on the basis of which
all the workforce are guided by manager to use innovative ideas and think out of the box at the
time of facing complex situation with clients which leads to better performance.
TASK2
P3 Innovation 4Ps and the use of innovation funnel for constructing ideas in employees
The main objective of organisation is to utilized various innovative techniques at the time
of highlighting issues or problems. The term innovation funnel discuss about the whole
procedures that need to be followed in order to increase creativity within the enterprise. Some
researcher conducted research and then analyse their working which is known as innovation
funnel which is utilised for transforming aspects and creativity into practical situation. The
following 4P's of innovation used by organisation are stated below:
 Products- It is considered as important element in whole innovation process. Products
means the raw material provided to customer on daily basis in order to earn profit.
Further in dynamic competitive market to remain sustain for longer period marketing
team need to collect all information and add some new techniques which increase value
of product. Network Telecom Ltd. Deals in providing telecom services to over 3,000
business worldwide in order to give competition to other external rivalry.
 Process: Innovation and invention both are different concept which take time to attract
costumers towards them. Although these elements help in reducing cost of production
and increase the efficiency of workforce. Apple Inc. required professional guidance and
innovative methods or application at the time of designing I-POD which they want
smaller in size and more improved version of Walkman in market.
 Positioning- Network Telecom ltd. Is starting at small scale and on the basis of market
research and experiences from competitors allow organisation to use innovative approach
in their working strategies. Organisation need to learn about the ways through which they
strengthen their position and satisfy the desire of costumers. Telecom sector is growing

market in today scenario but it is one of the most opportunity market where innovation is
possible.
 Paradigm: organisation require to find out all the aspects and factors which assist in
developing innovative activity. A complete research about the market situation and add
creative procedures in organisation structure of company.
Network telecom Ltd. Sells tangible products and intangible services which attracts target
audience. Manager need to organise special workshop for all employee where they need to
convey all the creative ways through which they provide best services to their business partners
and customers worldwide. All these circumstances help in lowering the production and leads to
optimum utilisation of resources which strengthen the position of small company over their
rivalry. (Chun , Chung and Bang , 2015)
P4 Explaining the process of developing frugal innovation in Network telecom Ltd.
Company want innovation in their product so they increase the lifecycle in external
competitive market. Expansion in business is possible through providing modern services to their
customer which save their time, energy and efforts. Frugal innovation is a procedures which help
managers in reducing the cost and difficulties in whole production process. Innovation is done by
every company but the successful implementation is possible by using skills and capabilities in
whole process and serve optimally to distinct types of customers. Budgeting of whole project is
important in order to enhance skill of company so actual demand can be targeted and potential
buyers converted into real buyers. If firm able to fulfilling customers needs then it will boosting
their efficiency at higher level. Important points which managers required to understand which
stated below:-
 Managers first task is to identify those employees of organisation who have skill
capability to lead the team members within an organisation. An employee need to achieve
all the goals of the company.
 Company require complete knowledge of all innovation process they sued in their
working style.
In this case study, Apple Inc. and Virgin group used their own resources in appropriate
manner which help in improving the skills and abilities in order to accomplished the desired
targets of organisation in appropriate manner. In order to become top company the firm
presented the concept of frugal innovation which add the value in the overall cost of

organisation. There are different types of activities which help in minimising the time consume
in particular task. Apple Inc. is the first company which properly understand the needs and
demand of customer and decide to remove all the middlemen who were consuming finance and
resources while their market data are not accomplish in effective manner. Reduction of
communication chain allows internal employee to personally understand the problem of
consumer.
Their are certain benefits of developing frugal innovation which include certain
procedures which is simple and easy to understand:-
 it is simple for management to identify opportunities which help them in finding out the
best ways that give profits to company.
 Company able to change their organisation structure according to external market
demand.
 Management team easily find out all the issues which present within the organisation.
 The controlling process done after analysing all the gaps that might present after
replanning.
 After analysing competitors pricing strategy company reframe their own pricing policies
which help in increasing the sales and profit of company.
 In order to achieved vision of the company then in such case strategic level need some
improvements in their plans. (Edison , Bin Ali and Torkar , 2013)
All the above activities assist Network telecom Ltd. To find out the best possible ways through
which organisation can reduce cost of production and increased standard quality in their services.
TASK3
P5 Importance of commercial funnel and the application of new product development
Commercial funnel term described by various investigator in different manner. The
composed form of definition is appropriate and simple. It refers to all those process which help
in converting ll the potential customers into actual end user of products and services. On the
other hand the term new product development is a process that help managers in developing such
products and services which satisfy the needs and want of costumers in utmost manner. The
whole procedures assist organisation in designing such different product which provide
competitive advantage over competitors.

Network telecom Ltd. Is UK based company has to plan in order to undertake various
sectors and diversify their business in order to reduce all the risk. Apple Inc. is one of the
industry who change the map of music industry. In today date organisation provide services to all
those enterprise house but they need to plan some qualitative services for their clients, business
partners and households. Organisation require to find out all the errors that arises and change
coming in external market. Following are the step used at the time of new product development
which described below:
Idea generation: Under this step individual need to generate innovative idea on the basis of
which product research can continue for further processing. (Harman , 2010. )
Research: under this step company need to research which type of product they need to introduce
in market or in other words what services had impact on customers. It is done after collecting
both primary and secondary data and after that company uses such information which proof
reliable in future.
Develop: Under this step after doing research company need to develop a plan on the basis of
which product development procedures can be carried out.
Testing: under this case after developing product instead of officially launch the products. First
they tested such thing as sample in order to know the feedback of customers after using product
which give idea whether product is successful in market or not.
Analysis: In this stage proper analysation is done in order to ascertain whether implementation is
worthy for company or not.
Introduction: It is the last stage where organisation finally launched their product in external
market.
Network telecom will analyse the condition of external market in order to enter into new market
and also provide goods and services at affordable prices to their customers. The above 4Ps of
marketing tools help in managing resources in efficient manner.
P6 Innovation building case for Network telecom UK Ltd. Including way of access fund
Company management team require to establish particular case study which assist in
formulating the goals and objectives after considering all the expenses incurred for which they
need to prepare finance report, investor detail and capital required in executing projects. In order
to build new product in market company need to build appropriate framework. There are some
steps which need to followed by organisation:-

 Collecting inputs: in this step manager require to gather all the informations and data
from various sources either from research or from scanning external environment. After
gathering the various input alternatives company need to select those things which are
relevant and give profit in future. (Ingemansson , 2010)
 Analysis: whatever the information company collected should be analysed properly in
proper manner so that if any deviations arises in input collection can be solved at this
stage only.
 Conclusion: This stage is most crucial stage in which all the business operations are
developed and all the situation is communicate to top management so they understand all
the policies, strategies of organisation so finally they take the decisions in better way.
 Understand the objectives: under this stage after doing above procedures properly the last
step is to communicate objectives to all level of management. In this step company
require to tells all the plans and procedures which workforce need to follow strictly so
that goal achieved properly without any errors and complication among them.
A case study of Apple Inc. and virgin group used this case in order to develop different types of
person who invest money. Network telecom UK Ltd. Can utilised in appropriate way. Different
types of investors which help organization in providing finance:
 Business investors: the person belong to this category invest huge amount of capital in
external market. If these individual find that particular organisation provide profitability
then in such case they invest lot of money without considering risk factor.
 Enterprise capital firm: these firms issue share in exchange of investment. These investor
expect good returns from their investment.
TASK4
P7 Different types of tools for developing, retaining and protecting intellectual property
Intellectual property rights gives protection to individual in respect of their products and
services and intellectual property provide absolute right to owner to adopt new ideas, thoughts
and physical asset also. No other person enjoy their right of using proprietor products without
their permission. Various types of intangible rights are described below:
 Patent
 Copyright
 Trademark

 Innovation rights
 Trade secret
Network telecom (UK) Ltd. Is a small based organisation engaged in telecom sector for which
they required to secure all the rights related to their property so other rivalry does not take
advantage of it. In business sector it has been seen that some of the individual sell the products of
company using the brand name of other without taking permission from real owner.
Their are various types of legal laws made by UK government whose main objective is to protect
the interest of real owner. Types of the intellectual property right described below:
 Copyright: it is governed by copyright act, 1988 that provide the right to owner to enjoy
the benefits of their original work or in case if other person wants to use the brand in
other place then they need to take the consent of real owner.
 Patent: it is given at the time when person innovate or invent something new which is
never seen before. It is governed by patent act. (Kianto , 2011).
 Trademark: it is a sign, symbol, color or design which differentiate the product of
individual from others and provide brand image to their goods and services.
 Trade secret: it is a design, process and methods which provide competitive edge over
competitors.
CONCLUSION
It is concluded from above project that innovation and commercialisation plays
significant role in developing every organisation. Therefore it is a way that increase the chance
of sustainability over market competitors. In this assignment Network telecom (UK) Ltd. Is
taken which is small scale enterprise decided to use innovative techniques by using 4Ps of
marketing and different tactics in their telephones and various gadgets in which company deal so
they provide best services to customers.

REFRENCES
Books and journal