INNOVATION LABS
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Like many others, a lot of our previous innovation programmes were heavy on the PowerPoint and less heavy on the action...
time and budget constraints. Furthermore, media companies in particular, faced with major challenges to their business model, have a pressing strategic need for R&D and systematic experimentation,” says Ulrich Machold, managing director Axel Springer Ideas – a company born of the programme. “We aim to develop new digital media products, stand-alone or in cooperation with our existing brands, to test new concepts and harness the dynamics of technological entrepreneurialism.” Burda International staged its first
Innovators’ Suite in 2013. “This is not a programme, but a platform for inspiration and innovation for our international teams. Apart from exchange about our internal benchmarks, the centerpiece of the Innovators’ Suite is to incorporate external and proven business models into our local businesses with a strong focus on digital. The goal is to provide access to innovative digital products and startups from international markets and integrate emerging business models and technologies,”
says Kerstin Schiefelbein, director digital and innovation, Burda International. “Following an open innovation-related model and accelerating the path to successful partnerships is a game changing opportunity for Burda International,” continues Schiefelbein: “We are aiming for a more profitable way to innovate and benefit from lessons our partners learned in other markets.” In keeping with the start-up model, core teams tend to be small. Sanoma has a team of six, with the flexibility to take on more as a project develops. Says Kurkijärvi: “For every new initiative from the accelerator or from the business, we then operate small startups. If I calculate the amount of people involved, we’re close to 40 people. So it is a sizable operation and I feel we’re quite well- resourced to achieve what we’re aiming to do.”
» issue 84_2014 | Magazine World |21
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