V-JAM
V-JAM is investigating how open innovation can benefit both corporates and their customers. It focuses on new ways of involving end-users, and making the most of their ideas.
We've partnered with Virgin Atlantic, and the aim is to gain new insights from its customers that may eventually lead to new products and services in the form of web applications - which the individuals concerned will help to develop, and derive a financial return from.
As with all our projects, the means we are using to do this are just as important as the end result. We are assembling a set of unique insights about how to make user-led innovation actually work, instead of just being a vague concept in a book.
"NESTA was able to support us in our user-led innovation initiative and show us new ways of how we could work with our customers to generate ideas."
Allison Wightman, Virgin Atlantic
The story so far
We launched V-JAM in November 2008 with a day-long workshop, bringing together Virgin Atlantic staff and customers; web developers; and social media experts to share insights and brainstorm new ideas for improving the travel experience.
The agenda for the day was "social networking meets travel - magic happens". The participants were left with an open invitation to send Virgin their proposals - about a third of the audience contributed their ideas. And they are now finalising grant funding for six or seven of these promising ideas.
In keeping with an open innovation or co-innovation approach, the "V-jammers" will keep the intellectual property of their ideas, and Virgin Atlantic will have first dibs on licensing the products.
Eight social media projects have now been selected to receive funding. Virgin will work with each of the participants to produce prototypes or proof of concept work to develop the ideas and prepare them for further investment.
"Longer term, I see V-JAM becoming a franchise and a generic term for ongoing Virgin Atlantic/customer co-innovation."
Dr Fergus Boyd, Head of IT Innovation, Virgin Atlantic
Allison Wightman, Virgin Atlantic
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