Analiza spremnosti telekomunikacionih operatera za "crowd" - zasnovane otvorene inovacije u razvoju servisa pametnih gradova

Abstract

Ovaj rad proučava spremnost srpskih telekom operatera i drugih zainteresovanih strana za implementaciju "crowd"-zasnovanog poslovnog modela otvorenih inovacija. Telko kompanije se suočavaju sa izazovima u pogledu zahteva tržišta i pronalaženja novih mogućnosti da privuku pretplatnike inovativnim proizvodima i uslugama. Ove inovacije su često orijentisane na usluge pametnih gradova zasnovane na novim tehnologijama kao što su Internet stvari, računarstvo u oblaku, softverski definisane mreže i "blockchain". Zbog složenosti, tempa i troškova istraživanja i razvoja, telekom operateri su već prepoznali potrebu da pređu sa tradicionalnog na koncept otvorene inovacije. Razvoj "crowdsourcing" modela dodatno je podstakao mogućnost uključivanja kupaca u otvoreni proces inovacije, kako bi bolje dizajnirali i razvili usluge prilagođene njihovim sopstvenim potrebama. Imajući to u vidu, cilj ovog rada je da predloži poslovni model otvorenih inovacija koji je "crowd"zasnovan za unapređenje inovacionih kapaciteta srpskih teleko operatera. Predloženi model se koristi kao osnova za procenu spremnosti internih i eksternih stejkholdera za učešće u projektima otvorenih inovacija. Studija je zasnovana na prilagođenom modelu usvajanja zasnovanom na vrednosti, dok se analiza vrši metodom PLS-SEM. Rezultati pokazuju da učesnici identifikuju poverenje kao najuticajniji faktor za percipiranu vrednost "crowd"zasnovane otvorene inovacije, dok interni stejkholderi telekom kompanija smatraju očekivani prihod i reputaciju kao najrelevantnije. Obe grupe su pokazale veliko interesovanje za inovacije u vezi sa uslugama pametnih gradova kao što su pametni saobraćaj i usluge vezane za ekologiju.

This paper studies the readiness of the Serbian telco operators and other stakeholders to implement a crowd-based open innovation business model. Telco companies are facing challenges in terms of market demands and with finding new opportunities to attract subscribers with innovative products and services. These innovations are frequently oriented towards smart city services based on emerging technologies such as Internet of things, cloud computing, software defined networks and blockchain. Due to complexity, pace and costs of research and development, telco operators have already recognized the need to shift from a traditional to an open innovation concept. The development of crowdsourcing models has further fueled the possibility to include customers in the open innovation process, in order to better design and develop services suited to their own needs. With this in mind, the goal of this paper is to propose a crowd-based open innovation business model for improvement of innovation capacities of Serbian telco operators. The proposed model is used as the basis of evaluating the readiness of internal and external stakeholders for participation in open innovation projects. The study is based on the adjusted value-based adoption model, while the analysis is performed using the PLS-SEM method. The results show that participants identify trust as the most influential factor for the perceived value of crowd-based open innovation, while the internal stakeholders of telco companies find expected income and reputation as the most relevant. Both groups have shown a high interest in innovations related to smart city services such as smart traffic and ecology-related services.