R & D/Marketing Interface Integration Study: Based On All-Involvement Innovation In Telecom Operators

As the era of 3G coming, the consumption needs for all services operation in telecommunication products increase gradually. Under this constant growth of consumption needs, telecom operators are asked to speed up the products and business innovation, promote the innovation qualities and, at the same time, ensure the innovation system well performed. These requests lay the foundation in innovations by everybody, which are already started by some telecom operators and have received some results. However, the innovation process has also exposed a wide range of issues, leading to the low innovation conversion rate, even leading to the failure. Among the above problem, there is the most typical one, namely, R&D/marketing interface integration during the process in product/service innovation.There are three main contexts for this problem:the telecom operators, all-involvement innovation and interfaces integration. In previous studies, no endeavor puts into emerging the three backgrounds into one model. What's more, there is blankness especially in telecommunications innovation study, which has not yet carried out in R&D/marketing interface integration areas. This paper, based on the existing literature research, has introduced R&D/marketing interface integration model into telecom innovation. However, whether this model is fully applicable to all-involvement innovation environment or not has yet to be verified.Through a provincial telecom operators'case study about all-involvement innovation, this paper sums up features and barriers generated in R&D/marketing interface with classified and depth analysis. Combined with the above analysis, this paper carries out the applicable verification for the existed integrated model of R&D/marketing interface, which derives the conclusions that this model merits in covering major factors for interface obstacles comprehensively, but is lack of systematic analysis as well as integrated methods for innovation process.Therefore, based on the existing interface integration model and the features in all-involvement innovation of China's telecommunications operators, this paper raises an expanded integrated model on account of "COIL innovative closed-loop" for R&D/marketing interface. The concept of COIL innovative closed-loop is posed through research in innovation process. According to different innovation loops, this paper puts forward specific measures and forms a systematic, sequential, and telecom operators focused models to integrate interfaces in all-involvement innovation by classifying obstacles. The model will help telecom operators, in the process of all-involvement innovation, pay attention to innovation processes, address interface barriers generated in different innovation loop, form organizational management system, solve interface problem during product/service innovation process.