Validation of 5G Use Case Solutions – Simultaneous Assessment of Business Value and Social Acceptance in Early Stages of the Research and Innovation Projects
DOI:
https://doi.org/10.13052/nbjict1902-097X.2023.002Keywords:
Validation, Research and Innovation projects, Business value, Social acceptance, Technological performance, 5G SOLUTIONSAbstract
This article recommends a lean approach when validating next generation mobile technology (5G) use case solutions in research and innovations projects (R&I). This validation should include a simultaneous and iterative assessment of business value and social acceptance beyond the traditional assessment of technological performance. The context studied in the article is R&I projects funded by the European Commission. Here a consortium of academic and enterprise partners jointly develops 5G product and service solutions for different industry verticals. From the literature review we learn that partnerships and ecosystems accelerate innovations as well as the significance of performing the validation already in the initial steps of the innovation projects. Based on a case study of seven completed 5G R&I projects we revealed that lean methodology for development of use case solutions were not applied. Furthermore, the assessment of potential business values from the 5G use case solutions, was postponed to the later stages of the R&I projects, and that assessing the social acceptance of these solutions were absent. After piloting the lean start-up methodology in an ongoing 5G R&I project (5G SOLUTIONS) we found that the partners advocated technological performance, business value and social acceptance to be ranked equally important to successfully validate the 5G use case solutions in the early steps in the innovation process. The two pilots we executed was performed as online workshops with partners from the 5G SOLUTIONS consortium and the media and entertainment vertical. The prototype was presented and feedback from the stakeholders were collected using surveys and interactive software tools. We recommend further studies and pilots of our lean start-up validation methodology in forthcoming 5G R&I projects funded by Horizon Europe for confirmation of our findings and further refinement.
References
CB Insights, 2020. [Online]. Available: https://www.cbinsights.com/research/startup-failure-reasons-top/.
5G PPP, “5G Empowering vertical industries,” 2020b. [Online]. Available: https://5g-ppp.eu/wp-content/uploads/2016/02/BROCHURE_5PPP_BAT2_PL.pdf.
IHS Markit, “The 5G Economy – How 5G will contribute to the global economy,” 2019. [Online]. Available: https://www.qualcomm.com/media/documents/files/ihs-5g-economic-impact-study-2019.pdf.
European Commision, “5G,” 2020. [Online]. Available: https://ec.europa.eu/digital-single-market/en/towards-5g.
“Stop 5G Global Protest Day,” [Online]. Available: https://stop5ginternational.org/.
“Stop 5G UK – 5G Resources and Response UK & Ireland,” [Online]. Available: https://stop5g.co.uk/about-us/#. [Accessed 2021].
G. Moore, Chrossing the chasm: Marketing and Selling Disruptive Products to Mainstream Customers, 3rd Edition, HarperCollins, 2014.
R. Bortolini, M. Cortimiglia, A. Danilevicz and A. Ghezzi, “Lean Startup: a comprehensive historical review,” Management Decision, vol. 59, no. 8, pp. 1765–1783, 2019.
J. Karlson and J. Nordström, “Implementing Lean Startup Methodology in Large Firms-Benefits, Challenges and Solutions,” Chalmers Univeristy of Technology, Sweden, 2012.
M. Docherty, “Adapting Lean Startup Principles for Corporate Innovation,” 2016. [Online]. Available: https://www.linkedin.com/pulse/adapting-lean-startup-principles-corporate-innovation-docherty.
E. Ries, The Lean Startup- How constant innovation creates radically sussessful businesses, Penguin Books Ltd, 2011.
K. Still, “Accelerating Research Innovation by Adopting the Lean Startup Paradigm,” Technology Innovation Management Review, vol. 7, no. 5, 2017.
5G PPP, 2020. [Online]. Available: https://5g-ppp.eu/wp-content/uploads/2017/03/5GPPP-brochure-final-web-MWC.pdf.
J. M. A. S. E. Vik and R. Søraa, “Balanced readiness level assessment (BRLa): A tool for exploring new and emerging technologies,” Technological Forecasting and Social Change, pp. 1–9, 2021.
Q. Zhang and W. Doll, “The fuzzy front end and success of new product development : A causal model,” European Journal of Innovation Management, vol. 4, no. 2, pp. 95–112, 2001.
5G PPP, “Business Validation in 5G PPP vertical use cases,” 2020d. [Online]. Available: https://5g-ppp.eu/wp-content/uploads/2020/06/5G_White_paper_Business-validation-v1.0a.pdf.
E. Larson and R. Larson, “Use cases: What every project manager should know,” in Larson, E. & Larson, R. (2004). Use cases: what every PMI Global Congress, Anaheim, CA, USA, 2004.
Technopedia, “What Does Use Case Mean?,” 23 9 2014. [Online]. Available: https://www.techopedia.com/definition/25813/use-case. [Accessed 2022].
R. Adner, “Match your innovation strategy to your innovation ecosystem,” Harvard Business Review, vol. 84, pp. 98–107 +
, 2006..
H. Etzkowitz and L. Leydesdorff, “The dynamics of innovation: from National Systems and “Mode 2” to a Triple Helix of university – industry-government relations,” Research Policy, vol. 29, pp. 109–123, 2000.
M. McAdam and K. and Debackere, “Beyond ‘triple helix’ toward ‘quadruple helix’ models in regional innovation systems: Implications for theory and practice,” R&D Management 48, 1, 2018, pp. 3–6, 2018.
H. Chesbrough, “How Smaller Companies can benefit from open innovation,” Japan Spotlight, Vols. January-February, pp. 13–15, 2010.
O. Granstrand and M. Holgersson, “Innovation ecosystems: A conceptual review and a new definition,” Technovation, pp. 1–12, 2020.
E. Ries, The Startup Way: How Modern Companies Use Entrepreneurial Management to Transform Culture and Drive Long-Term Growth, Currency, 2017.
R. Cooper, “Idea-to-Lauch Gating Systems: Better, Faster, and More Agile,” Research-Technology Management, vol. 60, no. 1, pp. 48–52, 2017.
A. Edmondson, “Strategies from learning from failure,” Harvard Business Review, vol. 89, no. 4, pp. 48–55, 2011.
S. Magistretti, C. Dell´Era, R. Verganti and M. Bianchi, “The contribution of Design Thinking to the R of the R&D in technological innovation,” R&D Management, vol. 52, no. 1, pp. 108–125, 2022.
R. Cooper, “Perspective: The Stage-Gates Idea-to-Launch Process – Update, Whats new and Next Gen systems,” Journal of Product Innovation Management, vol. 25, pp. 213–232, 2008.
R. Cooper, “Agile-Stage-Gate Hybrids: The Next Stage for Product Development,” Research-Technology Management, vol. 59, no. 1, pp. 21–29, 2016.
A. Nguyen-Duc, K. Khalid, S. S. Bajwa and T. Lønnestad, “Minimum Viable Products for Internet of things Applications: Pitfalls and Practices,” Future Internet, vol. 11, no. 50, 2019.
A. Osterwalder, Y. Pigneur, G. Bernarda and A. Smith, Value Proposition Design: How to Create Products and Services Customers Want, John Wiley & Sons, 2014.
R. Cooper, Winning at New Products – accelerating the process from idea to launch, Perseus Publishing, 2001.
R. Cooper, “What’s Next?: After Stage Gate,” Research-Technology Management, vol. 57, no. 1, pp. 20–31, 2014.
J. K. Pinto and D. Slevin, “Critical success factors across the project life cycle,” Project Management Journal, vol. XIX, no. 3, pp. 67–74, 1988.
P. Upham, C. Oltra and À. Boso, “Towards a cross-paradigmatic framework of the social acceptance of energy systems,” Energy Research & Socsial Science, vol. 8, pp. 100–112, 2015.
R. Wüstenhagen, M. Wolsink and M. Bürera, “Social acceptance of renewable energy innovation: An introduction to the concept,” Energy Policy, vol. 35, no. 5, pp. 2683–2691, 2007.
J. GaedeIan and H. Rowlands, “Visualizing social acceptance research,” Energy Researvh and Social Science: A bibliometric review of the social acceptance literature for energy technology and fuels, vol. 40, pp. 142–158, 2018.
S. Shah, T. Zhongjun, S. A and X. Zhou, “Consumer’s intention to purchase 5G: Do environmental awareness, environmental knowledge and health consciousness attitude matter?,” Technology in Society, vol. 65, pp. 1–9, 2021.
D. McKnight, M. Carter, J. Thatcher and P. Clay, “Trust in a specific technology: An investigation of its components and measures,” ACM Transactions on Management Information Systems, vol. 21, no. 12, pp. 1–25, 2011.
M. H. Shuyuan, M. Ocasio-Velázquez and C. Booth, “Trust or consequences? Causal effects of perceived risk and subjective norms on cloud technology adoption,” Computers and Security, vol. 70, pp. 581–595, 2017.
S. Tams, J. Thatcher and K. Craig, “How and why trust matters in post-adoptive usage: the mediating roles of internal and external self-efficacy,” Journal of Strategic Information Systems, vol. 27, pp. 170–190, 2018.
A. Alalwan, Y. Dwivedi and N. Rana, “Factors influencing adoption of mobile banking by Jordanian bank customers: extending UTAUT2 with trust,” International Journal of Information Management, vol. 37, no. 3, pp. 99–110, 2017.
T. Oliveira, M. Alhinho, R. Rita and G. Dhillon, “Modelling and testing consumer trust dimensions in e-commerce,” Computers in Human Behaviour, vol. 71, pp. 153–164, 2017.
M. Akbari, A. Rezvani, E. Shahriari, M. A. Zúñiga and H. Pouladian, “Acceptance of 5G technology: Mediation role of Trust and Concentration,” Journal of Engineering and Technology Management, vol. 57, pp. 1–14, 2020.
J. Nielsen, Usability engineering, Boston: Morgan Kaufmann, 1993.
V. Venkatesh, M. Morris, G. Davis and F. Davis, “User Acceptance of Information Technology: Toward a Unified View,” MIS Quarterly, vol. 27, no. 3, pp. 425–478, 2003.
H.-C. Kim, “Acceptability engineering: the study of user acceptance of innovative technologies,” Journal of Applied Research and Technology, vol. 13, pp. 230–237, 2015.
A. Koelle, S. Ananthanarayan and S. Boill, “Social acceptance in HCI: A survey of Methods, Meadures and Design Strategies,” in CHI 20, Honolulu, USA, 2020.
I. Georgieva, E. Beaunoyer and M. Guitton, “Ensuring social acceptance of technological tracking in the Covid-19 context,” Computers in Human Behavious, pp. 1–8, 2021.
K. Yuen, Y. Wong, F. Ma and X. Wang, “The determinants of public acceptance of autonomous vehicles: An innovation diffusion perspective,” Journal of Cleaner Production, vol. 270, pp. 1–13, 2020.
A. Sailesh and M. Mekker, “Public acceptance of connected vehicles: An extension of the technology acceptance model,” Transportation Research Part F: Traffic Psychology and Behaviour, vol. 88, pp. 54–68, 2022.
U. Saari, A. Tossavainen, K. Kaipainen and S. Mäkinen, “Exploring factors influencing the acceptance of social robots among early adopters and mass market representatives,” Robotics and Autonomous Systems, vol. 152, pp. 1–14, 2022.
V. Venkatesh, M. Morris, G. Davis and F. Davis, “User acceptance of information technology: Toward a unified view,” MIS Quarterly, pp. 425–478, 2003.
L. Briguglio, P. Nesse, A. Di Giglio, C. Occhipinti, P. Durkin and I. Markopoulos, “Business Value and Social Acceptance for the Validation of 5G Technology,” in International Mediterranean Conference on Communications and Networking, Athens, 2021.
M. Stanko and J. Bonner, “Projective customer experience: Projecting future customer needs that drive innovation performance,” Industrial Marketing Management, vol. 42, no. 8, pp. 1255–1265, 2013.
B. Yoon and A. Jetter, “Connecting customers with engineers for the successful fuzzy front end: Requirement of tools,” in Portland International Conference of Management of Engineering and Technpology, PICMET, Portland, 2015.
F. Schweitzer, M. Palmie and O. Gassmann, “Beyond listening: the distinct effects of proactive versus responsive customer orientation on the reduction of uncertainties at the fuzzy front end of innovation,” R&D Management, vol. 48, no. 5, pp. 534–550, 2016.
R. Yin, Case study research : Design and methods, Beverly Hills: Sage publications, 2014.
A. Bryman and B. Bell, Business Research Methods, 3rd Ed., Oxford: Oxford Univeristy Press, 2011.
G. Lloyd-Jones, “Design and Control Issues in Qualitative Case Study Research,” International Journal of Qualitative Methods 2003, 2(2), vol. 2, no. 2, pp. 33–42, 2003.
R. Yin, Case study research: Design and methods, 2nd ed., Thousand Oaks, California: Sage, 1994.
5G VINNI, “Deliverable D5.2 Business requirements and fundamentals of the 5G-VINNI Business Layer,” 2020. [Online]. Available: https://zenodo.org/record/3460445#.XsJTnGgzY2x.
5G CITY, “Enabling 5G Neutral Hosts: 5G city architecture and business model,” 2020. [Online]. Available: https://www.5gcity.eu/wp-content/uploads/2020/05/WhitePaper_Enabling-5G-Neutral-Hosts-5GCity-Architecture-and-Business-Model-v1.0.pdf.
5G CHARISMA, “Deliverable 5.2 Business model analysis report,” 2015. [Online]. Available: https://www.charisma5g.eu/wp-content/uploads/2015/08/CHARISMA-D5.5-Business-model-analysis-report.pdf.
Cordis EU, “5G Exchange Deliverable 2.3 Business and Economic Layer,” 2018. [Online]. Available: file:///C:/Users/ttpero/AppData/Local/Temp/Attachment_0-3.pdf.
Eurescom, “Co-creation of smart sustainable cities – the 5G SOLUTIONS project,” 2020. [Online]. Available: https://www.eurescom.eu/fileadmin/documents/message/Eurescom-message-Winter-2020.pdf.
5G-SOLUTIONS, “D1.4A Methodologies for the validation of 5G,” 2019. [Online]. Available: file:///C:/Users/ttpero/Downloads/Attachment_0%20(2).pdf.
D. Gray, “Updated Empathy Map Canvas,” 2017. [Online]. Available: https://medium.com/the-xplane-collection/updated-empathy-map-canvas-46df22df3c8a.
A. Følstad and K. Kvale, “Customer journeys: a systematic literature review,” Journal of Service Theory and Practice, vol. 28, no. 2, pp. 196–227, 2018.
Tangari, E., Occhipinti, C. & Briguglio, L., “Close-The-Loop Model: Social Acceptance of Technology for Sustainability,” 2020.
European Commision, “ Communication from the Commision to the European Parlament, The Council, The European Council, The European Economic ans Social Commitee and the Committe of the Regions 5G for Europe: An Action Plan,” Brussels, 2016.
N. Furr and P. Ahlstrom, Nail it Then Scale it: The Entrepreneur’s Guide to Creating and Managing Breaththrough Innovations, Nathan Furr and Paul Ahlstrom, 2011.
E. Rasmussen and S. Tanev, “Lean start-up: Making the start-up more successful,” in Start-Up Creation – The Smart Eco-Efficient Built Environment, 2016, pp. 39–56.
H. Mason and T. Rohner, The venturing imperative, Boston: Harvard Business Press, 2002.
Mc Kinsey & Company, “Industry’s fast-mover advantage: Enterprise value from digital factories,” 2020. [Online]. Available: https://www.mckinsey.com/business-functions/operations/our-insights/industrys-fast-mover-advantage-enterprise-value-from-digital-factories.
I. Neokosmidis, R. Theodoros, M. Parker, G. Koczian, S. Walker, S. Muhammad and E. Escalona, “Assessment of socio-techno-economic factors affecting the market adoption and evolution of 5G networks: Evidence from the 5G-PPP CHARISMA project,” Telematics and Informatics, pp. 572–589, 2017.
5GPPP, “The 5G Infrastructure Public Private Partnership,” 2020h. [Online]. Available: https://5g-ppp.eu/.