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Innovation Leader: AT&T Business Centric Innovation Strategy Impact and Lessons Learned

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Report Summary:

AT&T has a big innovation vision driven by and in support of business and customer needs. As an early leader focusing on a multi-pronged approach to innovation, AT&T is focused on driving innovation into the company and bringing innovation to market. Strategy Analytics delves into AT&T’s approach to innovation, looking at its objectives, measurements of success and results, lessons learned and best practices developed.
Table of Contents

1.            Executive Summary       

2.            All-In Innovator: AT&T’s Multi-Pronged Innovation Approach    

2.1          Innovation at AT&T: Framework and Focus         

2.2          Innovation as Part of a Broader Digital Transformation   

2.3          AT&T Clarity of Objectives for Innovation            

Key #1: Have a clear objective that ties to broader business goals            

2.4          Processes and Structure              

2.4.1      Four pillars of innovation             

2.4.2      A platform approach     

3.            Lessons Learned and Best Practices for Innovation          

Key #2: Develop best practices and tweak innovation approach based on lessons learned            

3.1          Lesson Learned #1: Need to Create Value for the Company, Not Just Cool Stuff

3.2          Lesson Learned #2: Working with Startups is Not a “Handshake Business”            

3.3          Lesson Learned #3: Don’t Be in it Just for Success            

3.4          Lesson Learned #4: Find a Balance between Internal and External Work               

3.5          Best Practices: AT&T Top Guidelines for Operator Innovation Approaches           

4.            Impact of Innovation at AT&T: Evaluating Success            

4.1          KPI: Number of Projects              

4.2          KPI: Impact on Customer Wins and Revenues    

4.3          KPI: Speed to Market    

4.4          KPI: Employee Engagement       

4.5          KPI: Change in Company Culture and Working Environment        

4.6          Other KPIs: Start Ups Supported, Developer Engagement Levels, Intellectual Property  

5.            Summary and Recommendations: AT&T Drives Innovation Aligned with the Business      


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