VJAM focuses on how open-innovation can be used in a more targeted way to involve end-users, and make the most of their ideas.
VJAM focuses on new ways to involve end-users in the development of new ideas to be developed into new Virgin Atlantic web applications. These new applications are designed to generate financial return for both Virgin Atlantic and the end-user who helped generate the idea.
The means used during the process are as important as the resulting products. NESTA is assembling a set of unique insights about how to make user-led innovation work in practice.
VJAM launched with a day-long workshop involving Virgin Atlantic staff and customers; web developers; and social media experts to share insights and brainstorm new ideas for improving the travel experience.
The participants were left with an open invitation to send Virgin their proposals and about a third of them submitted their ideas.
Grant funding for eight social media projects has now been finalised and in keeping with an open-innovation approach, the participants or 'Vjammers' will keep the intellectual property of their ideas while Virgin Atlantic will have first refusal on licensing the products.
Virgin will now work with each participant to produce prototypes to develop the ideas and prepare for future investment.
Virgin Atlantic customers participating in the VJAM programme have come up with two new beta services for the aviation giant.
The first is a website that enables passengers to link up with other travellers on their flight, so they can share a taxi ride when they get to their destination. The second service is a Facebook application that allows Flying Club members to view their flight information and Flying Club details through their Facebook account.
To find out more about these services, visit Virgin Atlantic.
"Longer term, I see V-JAM becoming a franchise and a generic term for ongoing Virgin Atlantic/customer co-innovation." Dr Fergus Boyd, Virgin Atlantic
