UI_presentation_MTB by xuyuzhu

VIEWS: 2 PAGES: 18

									THE MOUNTAIN BIKE CASE

Pascal Kaiser
Christian Stampfli
Agenda

       MTB – History

       MTB - Present day

       2 User Innovation Examples
            Urban Trial Biking
            Hydraulic Shifters

       Existing and Upcoming User Innovation

       Conclusion



Dienstag, 13. Dezember 2011      P. Kaiser, C. Stampfli   2
MTB – History of an user-innovation

       1896: Offroad cruisers used by soldiers
       1940s: Cyclo-Cross: training for road racing cyclists during
       winter
       1966: First “Mountain” bicycle (US, D. Gwynn)
       1968-79: First bicycle for offroad purposes producer
       emerges, originating from a motorbike trial rider (UK, Geoff
       Apps)
       1970s: “Repack Races” down fire roads. Rear hub breaks
       cause the grease to burn
       1978: First ‘real’ MTB production by Joe Breeze.


Dienstag, 13. Dezember 2011     P. Kaiser, C. Stampfli                3
MTB – the case of Specialized founder Mike Sinyard

       1974: Mike Sinyard sells his VW bus for $1,500 and, via a detour to Europe,
       founds Specialized Bicycle Components.
       1976: Specialized begin manufacturing their own tyres.
       1979: Specialized produce the Allez road bike in Japan.
       1981: The first Stumpjumper is produced and a whole new sport is born.
       1989: The Epic arrives: the world’s first production carbon fibre mountain bike.
       1990: Specialized uses advanced metal matrix composites in their bicycle
       frame production.
       1993: Specialized’s first suspension bike, the S-Works FSR, introduces the
       basic system that all the company’s full-sussers have since used.
       1999: The S-Works FSR XC brings full suspension to the cross-country racing
       crowd.
       2003: Intelligent shock technology is introduced in the form of the S-Works
       Epic’s Brain.
       2011: 29in wheels hit the big time, rolling out across the Specialized range.
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MTB – the case of Specialized founder Mike Sinyard

 “For sure I’m proud of the Stumpjumper, but the sustainable
   part is the people involved in riding.” [Mike Sinyard]




                          1981                            2010



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MTB – Present day
                              Cross Country Bikes (XC) – Marathon Bikes
                              • Hardtail or Full-Suspension Mountain Bikes
                              • off-road trails with minimal to moderate obstacles

                              Trial Mountain Bikes
                              • improvement from XC bikes and also known as all mountain bike
                              • cross between an XC bike and a downhill bike

                              Downhill Bikes
                              • ideal only for downhill riding in trails and courses.
                              • bigger tires and heavier weight.

                              Freeride Mountain Bikes
                              • built for power and can typically do almost anything
                              • stunts that require more skill compared to the XC bike.

                              Dirt Jump Mountain Bikes – Urban Mountain Bike
                              • cross between a freeride bike and a BMX bike
                              • the lower seatposts allow riders to do tricks

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Urban Trial Biking

                          • bikes used to ride on every thinkable
                            surface
       MTB



           • Starting to compete on how to break
  Mountain   through an obstacle
  Bike Trial



            • Riding the bike as an art of motion
Urban Trial • Danny Macaskill
     Biking



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Urban Trial Biking

       Danny Macaskill – „the way back home“




Dienstag, 13. Dezember 2011   P. Kaiser, C. Stampfli   8
Urban Trial Biking

       Danny MacAskill
            lead user
            tested the new bike over a period of more than 18 months
            “…Over the last 6 years, it has been awesome to be able to have an influence on the
            design of the frames and forks to ensure the final product was strong enough…” [Danny]




       Inspired Bikes
            producer
            arrival of the Skye 24” street bike
            “… complete bike and frame kit have been developed to meet the specific demands of a
            new generation of progressive street and trials riders. The geometry of the Skye bike
            has been refined by continual testing and feedback from Danny… ” [Inspired Bikes]


Dienstag, 13. Dezember 2011                  P. Kaiser, C. Stampfli                            9
A-GE RD                            A-GE FD                          A-GE TS
Rear Derailleur                    Front Derailleur                 Shift Levers

«… shift up and down up to 3       «…>50% lighter than Shimano or   «… change gears with linear
gears at once.»                    SRAM »                           force.»

«… compatible to 8x, 9x and        «… compatible to 2 or 3 chain    «… compatible to normal and
10x.»                              rings…»                          inverse shifting.»



                               Package Price: 1599€
Dienstag, 13. Dezember 2011             P. Kaiser, C. Stampfli                             10
  Hydraulic Shifters – History




                                            2011:
                                           ACROS
                                         presents A-
 1996:
                     2006: 5Rot              GE
S.A.F.E
By Scott            by Christoph
  Fyfe                Muthers



                                2010: ACROS bought
                                product and developer


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Hydraulic Shifters – A User Innovation                                       1/2
       User: Competition, XC, Trial, Freeride, (Downhill)

       Manufacturer:
            First: Lead user manufacturing
            Today: ACROS


       Innovation: Hydraulic shifting actuator
            Function is preserved / improved, form (technology) is changed


       Custom Need: precise, wear resistant, easy adjustable and
       compatible shifting equipment

       Lead User & Developer: Christoph Muthers
Dienstag, 13. Dezember 2011             P. Kaiser, C. Stampfli                 12
Hydraulic Shifters – A User Innovation                                    2/2

Innovation Perspective:
   (Augmented) product innovation: improved product by
   change in form/technology of shifting actuator
            Features: Wear resistant, low-maintenance, precision, lightweight
            Customers: early adopters, experienced and/or sophisticated users
       Private innovation:
            private investments in production by inventor
            => Entrepreneurial action (-> private good)


Interaction company – user:
            Employment of lead user
            -> incorporating product and knowledge (explicit and tacit)

Dienstag, 13. Dezember 2011             P. Kaiser, C. Stampfli                  13
Existing and Upcoming User Innovation
   Wireless Brake                                            Transalp
                                                                             Electric Suspension



                              Electric Shifting


                                                             Electic Drive




        => currently: strong influence of advances in the IT industry
Dienstag, 13. Dezember 2011                 P. Kaiser, C. Stampfli                           14
Conclusion                                                               1/2

       MTB is a history of user innovation
       In “general” for large innovations: Form follows function,
       after changes in functionality assigned to MTBs
       Lead users
         Racers
       -> cover innovation in form, but seldom function
         Employees
       -> cover innovation in form and function
       User Knowledge
       a few large online communities on the web, many local (offline)
       communities, which are hard to access



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Conclusion                                                        2/2

Suggestions for Manufacturers:
  Conceptualization of technology after the structurational
  model of technolgy
            Duality of technology: constraining vs enabling
            Interpretive flexibility: especially of functions


       Knowledge Management
            Capturing & Locating: Manage communities actively
            Sharing: Two-way sharing
            Creating: create context of “care”

-> allows better detection of innovation in function and form
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Questions




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Links / Resources


       http://www.wired.com/gadgetlab/2011/04/hydraulic-bike-
       shifters/
       http://singletrack.competitor.com/2011/03/bikes-
       tech/exclusive-mtb-electric-shift-kit_13815
       http://www.acros.de/GEARSHIFT:::3_134.html
       http://www.bicycletimesmag.com/node/32216
       http://www.vivax-
       assist.com/de/unternehmen/index.php?we_objectID=40



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