No ratings yet. There has been a lot of talk about ‘prosuming’, the idea that the customer can co-create a product. This happens on various levels. However, there is always a company that builds the platform, and uses it’s own advertisements to make money of the products. A good example is Threadless. You can design your own clothing, but it still has a Threadless logo on it (perhaps only on the label). The same goes for Starbucks, in which ideas are ‘crowdsourced’ and may or may not be used in the final products of Starbucks. This phenomenon is called open innovation. I would like to argue that this isn’t open at all. It is based on the platform given by the company, and the company still holds responsibility. It is semi-open innovation.
What is (in my opinion) open innovation? A platform to create and produce your own ideas, any way you want. In one of the lectures Quirky was mentioned. This is a site that allows users to create there own products, and pitch them to a crowd. Users of the site then vote on it to start the production of the product. Afterwards, people can buy the product for a certain amount of money. The production process is however being managed through the site. Marketing, production advise etc. is al being monitored. So it is again, not completely open.
Then there is Kickstarter.com. This site offers a very basic platform to people who want to pitch their ideas on a site. Every project creator sets their project’s funding goal and a deadline. If people like the project, they can pledge money to make it happen. If the project succeeds in reaching its funding goal, all backers’ credit cards are charged when time expires. If the project falls short, no one is charged.
The amount of money you can pledge is predefined. So let’s say someone is creating a new bike, he can ask for a pledge of $10. This will most likely get you (as a backer) nothing in return (maybe a keychain of the new product). However, if the pledge is $150, you can get one of the bikes if the project makes it’s goal. The eventual retail price will be a lot higher, but because you are an early-bird, you get a discount.
So what kind of projects are being funded of Kickstarter? Well basically, these are the categories: Art, Comics, Dance, Design, Fashion, Film & Video, Food, Games, Music, Photography, Publishing, Technology and Theater. Since the launch of Kickstarter in April 2009, there has been pledged $350,000,000! There were over 30,000 successful projects.
A few examples of the funded projects:
Product Design:
[gigya src=”http://www.kickstarter.com/swf/kickplayer.swf” width=”480″ height=”360″ allowfullscreen=”true” allowscriptaccess=”always” wmode=”opaque” flashvars=”backcolor=000000&file=http%3A%2F%2Fs3.amazonaws.com%2Fksr%2Fprojects%2F325425%2Fvideo-167735-h264_high.mp4&image=http%3A%2F%2Fs3.amazonaws.com%2Fksr%2Fprojects%2F325425%2Fphoto-full.jpg&project_creators=A+Product+Design+project+by+Gamila+Company%3A+Aly+%26+Beth+Khalifa&project_title=Impress+Coffee+Brewer&project_url=http%3A%2F%2Fwww.kickstarter.com%2Fprojects%2Finventiveculture%2Fimpress-coffee-brewer&screencolor=000000&skin=%2F%2Fwww.kickstarter.com%2Fswf%2Fkickskin.swf” ]
Music:
[gigya src=”http://www.kickstarter.com/swf/kickplayer.swf” width=”480″ height=”360″ allowfullscreen=”true” allowscriptaccess=”always” wmode=”opaque” flashvars=”backcolor=000000&file=http%3A%2F%2Fs3.amazonaws.com%2Fksr%2Fprojects%2F336849%2Fvideo-162806-h264_high.mp4&image=http%3A%2F%2Fs3.amazonaws.com%2Fksr%2Fprojects%2F336849%2Fphoto-full.jpg&project_creators=A+Music+project+by+Adam%2C+Edel+%26+Rocky&project_title=Mass+at+Midnight%3A+A+Christmas+CD&project_url=http%3A%2F%2Fwww.kickstarter.com%2Fprojects%2Fadamedelandrocky%2Fmass-at-midnight-a-christmas-cd&screencolor=000000&skin=%2F%2Fwww.kickstarter.com%2Fswf%2Fkickskin.swf” ]
Art:
[gigya src=”http://www.kickstarter.com/swf/kickplayer.swf” width=”480″ height=”360″ allowfullscreen=”true” allowscriptaccess=”always” wmode=”opaque” flashvars=”backcolor=000000&file=http%3A%2F%2Fs3.amazonaws.com%2Fksr%2Fprojects%2F48145%2Fvideo-86036-h264_high.mp4&image=http%3A%2F%2Fs3.amazonaws.com%2Fksr%2Fprojects%2F48145%2Fphoto-full.jpg&project_creators=A+Public+Art+project+by+Asheer+Akram&project_title=Pakistani+Cargo+Truck+Initiative&project_url=http%3A%2F%2Fwww.kickstarter.com%2Fprojects%2F56345699%2Fpakistani-cargo-truck-initiative&screencolor=000000&skin=%2F%2Fwww.kickstarter.com%2Fswf%2Fkickskin.swf” ]
As for open innovation, the entire process is managed by the project starter self. So no intervening from Kickstarter. Kickstarter only manages the money until the projects funding goal is reached. The only downside for us Europeans is that the shipping costs are a bit higher. The other downside is that payments are only possible through Amazon checkout.
I really urge everyone to take a look at this site. You can get a lot of handy and funny products for a low price. If the funding is unsuccesfull, you’ll just get your money back!