“You aren’t disruptive innovative until you create a need” said Jorge Lang the head of Innovation at Intel Spain as part of his masterclass at this year’s Melco Forum in Valencia last week. “The innovation manager challenges the status quo, and sometimes loses friends in the process.” “Disruption is what it is all about”.
This is challenging stuff from a company that is a leader in technology innovation. “But there is no room for complacency, as we find ways of doing more than increasing computing power, such as improving social connection with human values, and making the internet of things happen.” Jorge calls this the red queen hypothesis from Alice through the Looking Glass. “Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!”
Improving products sustains companies and is evolutionary but disruptive innovation is what really counts. Jorge Lang highlighted three factors which impact the success of innovative products – technology, user experience and the business model. In his opinion, the challenge for smart home is not technology – it is to find a business model where people are prepared to pay for the new products.
Innovation is about creating an environment where people take risks. This year Intel is innovating helping people move from 18 passwords per person to a product which bypasses password. We are trying to give you more freedom such as no cable to power the TV.
Jorge gave us a glimpse into the future – we are moving away from the age of the typewriter to the age of the personal assistant. We will relate and talk to our home computers and to our smart homes like Hal in the iconic film “2001 A Space Odyssey.” Already there is digital signage with video which learns from your body language. The future is individualised customer marketing because of the availability of data.