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iframe(src='///ns.html?id=GTM-T947SH', height='0', width='0', style='display: visibility:')什么是reverse innovation?
reverse innovation是最近兴起的一个概念。为什么说R&D等产品开发要在新兴市场完成，且成功后复制到发达国家，这条路是否行得通？
强调概念是有点无聊的事情，所以在此免了。原来跨国企业的研发思路是总部根据欧洲或者北美的需求进行研发，在得到产品之后，稍加修改或不加修改投放在其他市场中，这种是习惯思维中的正向研发。原因其实也比较简单，欧美但是是主要市场、也是主要技术提供者，甚至产能提供者。随着全球化的不断铺开，金砖国家（尤其是人口大国）的需求逐渐压倒欧美，本地化的需求浮出水面。加上跨国公司在某些新兴市场的分公司已经聚集到的足够的资源（资金、技术、产能等），他们已经能脱离总部，或者仅依靠总部投入很小资源的情况下完成研发、生产制造、销售等环节。（无论如何，感谢巨大的人口总量）在新产品诞生后，前期大块头的研发投入已经成为沉淀成本，为欧美市场进行修改，以满足欧美用户需求也变得在经济上是划算的。这样reverse innovation就产生了。说到底，世界的经济中心正在迁移，这是根本原因。Revolutions are funny things.
They succeed in large part because nobody is paying attention.
The world appears stable, even comfortable and then out of nowhere someone sees a need, attracts a following and change comes, seemingly out of nowhere.
The seeds of major events are usually sown in small places.
From the American Revolution to World War I, personal computers to the Web, , rather than from the center.
There’s something like that brewing now.
Over 2 billion people are
and there are nearly .
As information technology reaches increasingly remote areas of the world, new markets are being created and multinational companies are finding that the lessons learned far away can lead to profits at home.
A Personal Story
On an early trip back from Poland in the late 90’s, I was recounting a funny story about the frustration of paying my bills at the post office.
For me, it was just one of many annoyances I experienced when dealing with the remnants of the post-communist infrastructure.
A family friend, who had built a successful business handling medical payments, somewhat unhelpfully suggested that I simply pay with a check.
“There are no checks,” I replied and laughed when I saw his eyes widen at the realization that his business model would have no relevance in an emerging market.
Today, checks are still rarely, if ever, used in Poland.
There is little need for them. Online banking quickly took over and people pay their bills electronically.
Adoption, perhaps not surprisingly, went much more rapidly than in more developed markets.
If you are creating a new banking system in the age of the Web, you don’t need checks.
That’s the potential of .
Markets without 20th century technologies are ripe for the kind of 21st century innovations that lead to lower cost, high performance products that can be deployed worldwide.
Greenfield Consumers
When I first got to Poland there were few consumer products available, so companies rushed to get in and build market share for their brands .
There were great profits to be had selling products developed in the West to millions of people entering the middle class who were eager to join the consumer culture.
These days, however, things are going the other way.
Major multinationals are finding that products developed in emerging markets are demonstrating that they can become global brands.
Unilever developed it’s
for India, but thinks that it can market it much more widely.
Gillette plans to bring home the
they developed in poor countries and Wal-Mart’s aggressive
is a direct result of adapting to the needs of poorer markets.
Wherever you look, some of the hottest things going on at global companies are originating in out of the way places.
Medical Miracles on a Shoestring
There is no greater economic issue than the rising cost of health care.
Even the planet’s richest economies are struggling to deliver competent medicine at a reasonable price.
In America, with millions uninsured, the digital divide is being overshadowed by the health care divide.
The situation in developing countries is, of course demonstrably worse, where
and many are located in remote areas far from the nearest hospital.
Having lived in emerging markets and travelled to others that were desperately impoverished, I can tell you that high tech medicine is one thing that such places certainly do not evoke.
However, some global giants have found profitable opportunities in some of the most unlikely places.
GE has developed and a
that costs a few hundred dollars rather than thousands.
Medtronic innovated their business model and found that they can profitably bring cardiac care to rural India with their .
It goes without saying that the cost efficiencies developed for the poorest markets in the world are also much needed at home, where the need to rein in health care costs is dire.
Mobile Payments and Banking
On tech blogs, nothing’s hotter than mobile payment solutions like ,
and . Sounds great.
When does it happen?
Not for another 10 years, .
A combination of privacy concerns and inertia are slowing adoption. After all, our physical wallets work just fine, thank you very much.
However, in Africa, where banking facilities are few and far between, payments are a serious problem.
Most people don’t have bank accounts and many are migrant workers who earn money in urban areas and need to send money back to their families who live in small villages.
Vodafone has bridged the gap with , a mobile payment service that achieved 250,000 subscribers in its first year and is now the leading financial services company in Kenya.
They are now rolling the service out to other countries like Afghanistan and Tanzania.
M-Pesa has been the subject of a number of research papers and case studies, so you can be sure that at least some of what’s being learned in the planet’s forgotten lands will be applied to the developed world as mobile wallets gain traction.
How the Other Half Innovates
In an , I told the story of , a desperately poor man from rural India who, by chance, was discovered by
and became one of history’s greatest mathematicians.
At the end of the improbable tale I asked, “how many have we lost?”
It’s impossible to say with certainty, but it’s a fair bet that poverty squanders much of the world’s most precious talent .
While companies like Google and Facebook like to brag about the , in poor countries hacking is as natural as breathing.
It is, in fact, a necessity.
When you live in a society that doesn’t fill your needs, you find a way to fill them yourself and you learn to do it in a low cost way.
So, perhaps it is not surprising that even high tech companies like , Nathan Myhrvoid’s
and networking giant
have begun to develop specifically for emerging markets in order to create disruptive innovations for their most competitive markets in rich countries.
As rising living standards and mobile communications bring the brain power of billions of previously inaccessible brains, we all win.
Those huddled masses are more than just hungry mouths, they represent the next big wave of innovation.
– Greg
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