Research And Practice On ASB Product Innovation Management

Telecommunication Industry in China has witnessed tremendous changes since the end of last century, which have important influences on the whole industry and related enterprises. Facing to telecommunication technical innovations and marketing competitions, all telecommunication equipments enterprises have huge challenges. The enterprises have to perform continuous product innovations and enhance product competitive capabilities, and then they could be the winner in challenged telecommunication equipments marketing.First, we have analyzed existing problems in ASB product management. We briefly described history of ASB company development, and analyzed innovations of telecommunications technology and changes of market competitions. At same time, we detail discussed the problems existing in ASB product development management, including customer requirement position, marketing, product architecture design, product development scenario and organization management. Afterwards, we got the conclusions that product innovation management is necessary and urgent for ASB.Through detail research on product innovation theory and progress, we found that product development management is integrated management issues. Product development has involved all the aspects from corporation strategic decision, technical development, manufacture and production, marketing, human resource management, organization management. After several years'development, product innovation theory was updated into systemic management integration and build integrated product development system after more practice and application. Integrated product development (IPD) is key tools in product innovation management, and it includes seven key components from process reengineering, product restructure and marketing management, such as asynchronous development, common building block, multi-department team, project and pipeline management, structure procedure, customer requirement analysis management, and optimized investment portfolio. IPD created an overall mode of new product development management and is necessary assurance for product innovation.Under IPD system architecture, considering company situations, ASB has established and enhanced product development management via effective integrations. ASB established multi-department integrated product development team and product management team and implemented effective organizational integrations. Secondly, ASB created structured product development scenarios, and optimized product development process and evaluations on milestone points. Thirdly, ASB perfected project management and pipeline management. Fourthly, ASB enhanced the establishment of common building block modulization and platform. At last, on marketing aspect, ASB established MRQ database to clarify marketing requirements $APPEALS, and optimized investment and product portfolio management. Considering ASB situation, ASB have some improvements on integrated product development. For example, ASB established PDT based on dynamic cooperation model and enhanced PDT team operations and management. Facing to overall solution, ASB performed product development management and marketing management. Through IPD, ASB enhanced product innovation management much more.In addition, the article detailed ASB product development practice based on IPD. We presented the descriptions on how ASB implementing IPD during next generation network softswitch product development, with management integrations of PDT, structure scenarios, decision evaluation, working item management, combination of marketing and technology. ASB has achieved successful product development of NGN softswitch, which lead to huge value to company.At last, we concluded that IPD have important significance for ASB product innovation management. IPD have positive and effective impactions on product development for China enterprises. And China enterprise should implement continuous improvements based on own situation in order to enhance innovation product development capability.