4Com Case Study: Exploring Innovation in the Telecommunications Sector

This report provides a comprehensive analysis of innovation strategies within the context of 4Com, a telecommunications company. It begins by defining innovation and its importance, differentiating between product and process innovation, and emphasizing the role of organizational vision, leadership, teamwork, and culture in fostering innovation. The report then delves into the 4Ps of innovation (Position, Process, Paradigm, and Product) and the use of funnel innovation, followed by an exploration of frugal innovation and its application within 4Com. The importance of commercial funnels and new product development are discussed, along with building an innovation business case. Finally, the report examines tools and techniques for developing and retaining intellectual property, providing a holistic view of innovation management and its strategic implications for 4Com's success in the telecommunications sector. The report also considers the role of market-driven innovation and its relationship to frugal innovation within the company.

Innovation

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Meaning of innovation and their importance.........................................................................1
P2 Organisation vision, leadership, teamwork and culture can shape innovation.......................2
TASK 2............................................................................................................................................3
P3 4P’s of innovation and use of funnel innovation....................................................................3
P4 Development of Fugal innovation in organisation.................................................................4
TASK 3............................................................................................................................................5
P5 Importance of commercial funnel and New product development........................................5
P6 Building an innovation business case.....................................................................................6
TASK 4............................................................................................................................................7
P7 Tools and techniques to develop and retain intellectual property..........................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Innovation is process and outcome of generating or forming something new, which also
results in value. Nowadays, innovation involve capacity to adopt new process, strategies,
products etc. It is also considered as to do new things in other way, which is also known as
commercialized (Abdel-Razek and Alsanad, 2013). The process of innovation cannot be separate
from competitive context and firm’s strategic. Present report is based on 4Com
telecommunication company. The aim of this company is to improve communication in UK of
SME market. This company is also passionate about giving charity to local community and with
the help of these they are raising funds approximately 1,00,000 pound during a year. In this
assignment, meaning of innovation and their importance has been explained in context of cited
firm. Along with this, 4Ps of innovation is discussed which supports to organisation in shape
their new and innovative ideas. Further, different tools have been evaluated which can be used
by organisation ton protect their knowledge, intellectual property.
TASK 1
P1 Meaning of innovation and their importance
Innovation can be defined as developing new idea, methods or devices.in economics and
business, innovation is catalyst into growth. With rapid development in transportation and
communications, the concept of competitive advantage has focused on new inputs which are
outmoded for global economy. Innovation is considered as a tangible thing and it is applied in
pioneering ways. There are two types of innovation which can be used of 4Com company in
order to innovate new products or services.
Product innovation – It is the act to bring something new in market which helps to
organisation in improving their quality of products (Acemoglu, Gancia and Zilibotti, 2012). For
example, Apple made an innovation on iPod if it is compared with Sony Walkman.
Process innovation – It is new way of delivering new products and services to customers.
For example, Virgin group have made many big investments in order to serve new services to
customers. It will help to organisation, to find out new services in which they can deliver to
customers.
The importance of innovation are as follows which aid to organisation in evaluating new
services and products to customers.
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 Innovation of products and process will create competitive advantage for cited firm. They
have to analyse that in which manner products and services are evaluated.
 It helps in determining growth and prosperity of economy.
 While innovating new services and products will thrive to organisation in making large
share market and make strong position of firm in order to handle all external environment
forces. For example, apple introduced an iPod which consists approximately 1000 songs
in a single digital music player. As, it made greater success for Apple.
 Innovation is deriving from progress and determines growth of productivity which will
turn into prosperity. In case of Virgin company, employees are working in working in
order to determine growth of productivity in an economy.
There is another term invention which is also similar to innovation. But there is little
difference in both terms (Alsanad and Abdel-Razek, 2016). Invention is defined as, creation or
introduction of new products or process for the first time. Invention is considered as something
new practical which has been done by people and it also felt by them. In 4Com, it is
responsibility of expertise to execute new products and services in order to attract large number
of customers.
P2 Organisation vision, leadership, teamwork and culture can shape innovation
The vision of organisation is referring to objectives for which company has been framed.
The vision of 4Com company also includes their aims and objectives which they have set to
achieve them with in time period. The vision statement of company is to value their customers
by making sturdy relationships and endeavour to do everything which is possible for
organisation which will ensures that customers are happy with the services which are provided
by them. Apart from this, mission statement of company concentrates on present situation of
firm. As it defines their customer values and informs about desired level of consumer
performance. As mission statement of 4Com business entity is “to become benchmark company
of their competitors by satisfying customers yearnings and building a sturdy environment in
which people are motivated to grow, participate and share with them rewards”. Whereas
organisation culture denotes that how they are dealing with different employers and employees
who are working in company (Branstetter and Saggi, 2011). With the help of all these, manager
can shape their innovative ideas for providing new services and products to customers. For
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4Com company, they have to generate new ideas which are innovative in making their existing
products and services in more inventive ways.
The vision, mission of 4Com can help to organisation in innovating existing products and
services. The innovative products or services should be done according to culture of people.
Accordingly, teamwork should also do in proper manner in which employee can make their
contribution in achieving business objectives.
As given in case scenario of Virgin, employees are participating in activities which are
conducted by higher authority in order to achieve their targets. It helps to people to work in team
and through this talented people are get motivated in order to achieve high level of performance.
In addition to this, the employees are supporting ton each other which will improve their skills in
order to improve their performance.
The creational of inspirational leadership will help to other employees in order to perform
their task in better way. In 4Com, both transactional or transformational leadership are inspiring
other workers while taking feedbacks from them and making fun for them. through this they are
building cooperate communities in which staff and workers will understand their core values and
give confident to them to do their work in appropriate manner (Candelin-Palmqvist, Sandberg
and Mylly, 2012). Along with this, there should be an effective communication process so that
employers can make innovative plans to make existing products in new designs.
TASK 2
P3 4P’s of innovation and use of funnel innovation
Innovation is that concept which help to organisation in upgrading and modifying
existing goods and services of organisation. It can also be said that, there are different types of
innovations which can be used by company in order to satisfy needs of customers. Innovation is
that perception which defined how company will introduce new products and services. The
following are 4P’s of innovation which are implemented by company;
Position – it is considered as promotional mix. Position is related with perception of
goods and services. The position of goods and services should have considered innovation
process where they can easily distribute goods and services to customers. It is essential for
organisation to make strong position in competitive market by providing innovative products to
customers.
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Process – It is another concept which is focus on how goods and services are will
delivered to customers (Fernandes and Brandão, 2016). Because there are so many products and
services which are used in relief setting and they are initially develop for non-relief context. For
this, 4Com company have to use considered that how existing products might be used in rapidly
changing in services or goods. Five things which are included in this; clarify, ideate, develop,
implement and review.
Paradigm – This is related with specific innovation category. It considered those changes
which are done in organisation. If there is any radical change, then it doesn't mean that there
should also change in business objectives. Improving in production process will also improve
their products.
Product – An organisation has to provide innovative products and services to customers
which will them to bring a bundle of benefits to them. The products should have three main
distinctive characteristics such as resolution (it must answer the current need of market),
elaboration (user friendly and should be in good design), novelty (good should be unique so it
will help them to attract more customers).
Funnel innovation is used to describe steps which are taken place in developing products.
The purpose of innovation of new products and services is to meet market demands in economic
forms (Helfat and Winter, 2011). At the time of initial stages of development, there are some
ideas which are collected while refiner systems. After refining, there are few ideas which are left
with company to implement it. The ideas which are left with firm are combine with refining so
that new concept of products and services will be introduced.
P4 Development of Fugal innovation in organisation
Fugal innovation is that process which aim to designed new products and services, help
to organisation also in eliminating unnecessary activities which can also reduce total cost. The
aim of fugal innovation is to build or create new products and services in a cheap rate without
compromising quality level goods. By minimising resources, it will aid to organisation in
producing new services in appropriate manner. With the help of fugal innovation 4Com company
can reduce their unnecessary cost which are spending on activities. Designing products for
country may also increase durability. Moreover, cited firm will able to construct new
telecommunication services while using cheap material without compromising level of quality.
The manager is responsible to implied this concept because, through this they can attract
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customers and make strong relationship with them in terms of cost and services (Ke and et. al.,
2016). It also supports to organisation in analysing their position in competitive market or
against their rivals. For example, Apple Inc., is using this concept in while introducing iPod.
Through this they have minimised their cost without decline in quantity level of product. Frugal
innovation discovers redesigns new products, models in order to attract large number of
customers. It also provides functional solution to firm through new resources which have many
little means. With the help of fugal innovation, company can innovate new products and
launched new services to satisfy the needs of customers. For this, they can also take help of
supervisors or expertise related with launching new services or products in competitive market.
Market Driven innovation is managing, designing, and implementing new innovation
process which is based on wants of customers. This concept is not new, but many of companies
are found it very difficult to transform their innovation into new technologies. In context of
4Com, entire business process is built around their assets and their market strategy are based on
historical sales experiences (M O B B S , 2016). It helps to organisation in achieving their specific
goals and targets in time period.
While implementing frugal innovation in 4Com, the company will get many advantages:
 It provides an opportunity to organisation in making strong position in market. It also
helps them to grab opportunities to innovate new products and services.
 It assists in managing resources which are used by firm in order to serve quality of
services.
TASK 3
P5 Importance of commercial funnel and New product development
The aim of funnel innovation is new products and services to satisfy the customer needs.
It is that process which help to organisation in introducing services in general markets. This is
strategy which is required by organisation in developing a basic market plan and to determine
that how products will supply to customers without facing any barriers. Commercial funnel is
important tools and techniques which help to organisation as well as employees in providing new
services and products to customers (Poetz and Schreier, 2012). So through this they can increase
large amount of profits from customers. The advantage of using this tool is to know about
opinion of customers, which will help them to know pitfall which are facing by them.
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New product development is a process which gives opportunity to organisation to
develop new services as per needs of customers. There are different types of products such as;
manager can make addition or deletion in existing goods and services. Further, there will also
cost reduction in existing products which will help to organisation in attracting new customers.
For example, Apple Inc. they had launched iPod in which more than 500 music can be come in
single digital media. This product is considered as highest-volume goods for this company.
The following are some stages which are involved in new product development process
which help to 4Com in establishing new communication services as per needs of customers.
Idea generation – At first phase, higher authority will think about that what new product
and services will be launched. Besides this, they will collect information from different sources
which will help them to generate new ideas (van Hemert, Nijkamp and Masurel, 2013). For
example, 4Com is company is thinking to establish new services in regard to internet facilities
throughout the country.
Idea screening – After generating idea, this is another stage in which organisation will
check all ideas and select one of them which helps in improving their image in competitive
market.
Development and testing – The ideas which has been adopted by organisation will apply
to in competitive market. Through this they will analyse that whether the information is collected
properly or not.
Product development and test marketing – In this phase, new product will be launched
in some place after analysing all needs of consumers. Along with this, it helps to them to identify
the level of quantity of products and services.
Commercialisation – In this, manager will adopt those plans and policies which help to
promote the product in market. Through this, selling of product will also be finalised.
Launch – In last phase, after analysing all above steps, product will be launched by
organisation in competitive market. After this, they will take review from new as well as existing
customers.
P6 Building an innovation business case
There is different creativity of tools which are using by organisation in starting new
process of products and services. While developing a business case, it is essential to justify risk
at the time of investing funds in innovations (Walsh, 2012). Innovation business cases involve
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methodical approach which build arguments in structured way. They have to place according to
technologies which are available with them. Planning innovation of 4Com have to be analysed in
proper manner. For example, impact of advanced technology will give advantage to firm to serve
quality of services in appropriate manner. The funds can be collected in different manner such
as; taking loans from banks, increasing number of shares so that price will also increase. There
are different methods which also help to organisation in investing funds in other sector. They can
issue equity shares, debentures, preference shares to increase profit of company. Planning
innovation also involve big data which has been collected by organisation which help them to
understand current and future trends of market. Impact of technology will also change traditional
supervisory relationship with employees, workers will able to work independently. Moreover,
cited company will gain efficiency from technology will generally serve to reduce the number of
employee from workplace. Along with this, taking help from social media will aid them in
increasing their business throughout the world. Some this some resources which are required by
organisation; physical, manpower, financial. The following are some sources which are available
for entity for funding resources.
Internal sources – In this, 4Com company can collect the funds from within organisation
only (Xiao and et. al., 2016). For example, profit of organisation will be plough back into finance
expansion. Along with this, higher authority can sell those assets which are no longer use for
them. These type of finance includes; debt collection, owner’s investment, retained profits, sale
of stock and may more. As per given case scenario of Virgin group, this company can arrange
the funds from within organisation because they are having large number of ventures which
involve Virgin Atlantic, express, entertainment group and many more.
External source – In this, funds are collected by 4Com company from outside the
business. For example, collecting funds from creditors, bankers, banking and non-banking
financial institutions and many more. When taking funds from outside organisation, then it
requires high quality of business plan which is used to describe new innovative products and
services. The firm can also raise funds in form equity.
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TASK 4
P7 Tools and techniques to develop and retain intellectual property
The organisation can use numerous tools and techniques which will assists them to
protect their intellectual property rights. This rights are the creation of minds which involve
invention, symbols, arts, design which are used in commerce (Yin, Shi and Yan, 2014). There
are some tools which includes utility model, trademarks, copyrights, trade secrets and design.
While using these tools 4Com can protect their rights from their revivals. The company will get
some advantages from using these tools such as;
 No one infringed their rights without their permission.
 It helps in building strong image in from of their customers and competitors.
 The firm can earn more revenues and attract customers towards services of organisation.
The explanation of tools and techniques which are using by company are as follows:
Copyright – It is a legal right which is created by law and grants permission to owner
which has create originals work. For this, particular duration period is allowed to owner. But
there are many difficulties which are facing by owner in enforcing their rights. For example,
4Com is providing any new innovative product or services to customers, then first they are
having right to protect these work from their competitors.
Patent – It is a set of exclusive rights which granted to person for a particular period of
time. But this, does not give any right to person to make or use an invention of new product or
services. this right is given for particular time period i.e. 20 years (Innovation Funnel, 2016).
Through this owner can protect their invention product for a time being. For example, 4com
company have invented new service i.e. offering new phones to customers, then they have to
registered their right for a period of 20 years which also protect their rights.
Trademark – This is used when owner have to protect their design, symbols for which
they are using for organisation. it will protect all rights which are used by 4Com in order to
attract customers also. In this owner can put penalty amount if anybody found with that if their
sign, symbols are stolen by them. For example, company had launched new symbol regarding
logo, then they have to get registered from government so that they can protect their design for a
particular period of time.
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Registered design – It shows the appearance of product which includes shape, pattern,
colours, packaging and may more. If company has design any new product, then they have to get
registered in order to protect their rights.
CONCLUSION
It has been concluded from above report, innovation is important term for every business
entity. While innovating any protect it is essential for organisation, it should be related with
needs and wants of customers. Further, there are 4P’s of innovation, which will help to
organisation to innovate product in appropriate manner. As it is most effective method which is
used organisation who are doing any inventing new services. Further, it is responsibility of
manager to protect their intellectual property rights. Through this, they can secure their ideas,
symbols, design from their competitors for a time being. In last, if company is evaluating any
new innovation process then it should find out that whether through this organisation can achieve
their set targets or not.
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REFERENCES
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Alsanad, D. S. and Abdel-Razek, R. H., 2016. Mapping Technological Innovation: Methodology
and Implementation.
Branstetter, L. and Saggi, K., 2011. Intellectual property rights, foreign direct investment and
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Candelin-Palmqvist, H., Sandberg, B. and Mylly, U. M., 2012. Intellectual property rights in
innovation management research: a review. Technovation. 32(9). pp.502-512.
Fernandes, G. and Brandão, L. E. T., 2016. MANAGING UNCERTAINTY IN PRODUCT
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Walsh, P. R., 2012. Innovation nirvana or innovation wasteland? Identifying commercialization
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Xiao, Z., and et. al., 2016. Thermodynamic Stability and Defect Chemistry of Bismuth‐Based
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Zastempowski, M. and Przybylska, N., 2016. Cooperation in Creating Innovation in Polish Small
and Medium-Sized Enterprises in the Light of Empirical Studies. Journal of
Competitiveness. 8(2).
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M O B B S , C., 2016. INNOVATION FOR GROWTH . [Online]. Available through:
<http://www.innovationforgrowth.co.uk/Blog/market-driven-innovation/>. [Accessed on 7th July
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