Customer value creation through customer-as-innovator approach: a case study of video processing LSI development

Abstract

Changes in the business process brought about by the Customer-as-Innovator approach in some fields of product and service development have been making progress in recent years. This approach has the potential to realise dramatic improvements in development cost cuts, development times, and production volume for customers, developers, and producers. It may also enable significant reforms in existing value chains. This paper describes a case study involving the development of a multimedia video processing system LSI, positioned as a key semiconductor device in information networks of the future. This paper examines and analyses how advances in system LSI toolkits and other areas have been bringing about a shift in the system LSI development process from developers and producers (order recipients) to customers (order issuers).