Intrapreneurship & Innovation in Emerging Markets

Innovative leaders are oftentimes glamourised by the media and the public perception usually fixates on a few, famous names like Bezos, Musk,?Zuckerberg, or?Jobs. They make the headlines not just because of their work, but also because they are controversial and people like to either hate or love them. But there is more to innovators and innovation leaders than what you get in the headlines.

So, we'll end this year with a series of newsletters where we pick the brains of innovators and leaders whose experience can inspire us for the year to come.

The second topic of this series is focusing on intrapreneurship and innovation in emerging markets. For this, we'll see what Nicolas Bry has to say on the topic.

Nicolas is one of the best-known corporate innovators in Europe and has nearly 20 years of experience from intrapreneurship and innovation within large organizations.

In this interview Nicolas shares the approach Orange has taken for boosting innovation in Orange's African subsidiaries, and what kind of projects they're currently working on.

We also cover other topics, such as what Nicolas sees as the most important traits for intrapreneurs, how to build a more resilient organization, and what advice he would give innovators in a crisis like the one we're currently living.

Background

I’ve been helping Orange employees to become intrapreneurs. That means helping those who have an innovation idea transform it into business for Orange with the help and sponsorship of business units.

I’ve been doing this now for three years and based on this experience, I wrote a book which is called the?Intrapreneurs’ Factory. It collects experiences from various companies and also shares 20 innovation stories from intrapreneurs.

Since the beginning of 2020, I’ve started a new mission, which is to boost innovation in Orange’s 20 African countries.

Basically, it’s about detecting innovative projects, and once they’ve been implemented, then replicating them from one country to another to spread them.

In addition, the goal is to set up innovation organizations for Orange in African countries to repeat this kind of mechanisms. It includes co-operation with startups, intrapreneurship, internal innovation, and so on.

To help with this, I have a strong community of 20 innovation champions, one in each of the countries, who are in the field to boost these innovation projects and devices.

Challenges of intrapreneurship in emerging markets

If you go to Africa, you might see a poster with “Africa is not a country” on it.

We Europeans have a tendency to see Africa as a country, even though it’s obviously a continent with many, many countries.

The same goes for boosting innovation at Orange Africa. We’re handling 20 countries at the same time. Naturally, they don’t all have the same expertise, maturity, timeframes and schedules.

So, synchronising the efforts and ensuring that we are all moving together in the same direction is the main challenge.

We’ve named the champions a year ago and their main responsibility is to serve as the main point of contact in their country for what we call the Central Innovation Tech division, mainly based in France. It’s a more traditional way of delivering innovation based on the evolution of technologies and incremental innovation of products and services we already have in place, whether it is 5G, IOT, or financial services with Orange Money.

At the same time, the innovation champion is in charge of the bottom-up innovation and local innovation. This is mainly focused on detecting new innovation projects that are addressing local needs, and on setting up the innovation organization that will help repeat this process and develop the projects.

For us, a flagship project that’s an example of this local, bottom-up innovation is Orange Money, which is a financial service on mobile.

It was born because African people don’t have access to financial services. Only 20% have a bank account. So, one operator in Kenya had the idea to use a mobile device to enable money transfers and payments without needing an associated bank account.

It’s not like the new banking services we have in Europe like Revolut, TransferWise or Orange Bank in France.

Orange Money enables you to create a new money account associated with your mobile subscription and leverages very basic technology, namely SMS.

This is the kind of local Innovation that we're looking for: it makes a real human impact, but doesn't require especially large investments in high-end technology.

Orange launched this service in 18 countries and we’ve now reached 40 million users.

Key capabilities of innovation champions

In this entity where the innovation organization is quite new, the challenge is first to integrate innovation and make it legitimate, rather than to succeed with individual innovations. You will succeed later, but the first challenge is to integrate and get recognition for your process.

Another lesson that I have in mind is that if innovation is exploration of new ideas and markets, you have to keep in mind that the part that comes next, exploitation, is key in corporate innovation.

How will the business unit appropriate the idea that you’ve scouted and transform it into a business?

Another way to say this is that autonomy is very necessary in the beginning, but then you have to take care of strategic alignment and foster co-operation with different stakeholders and business units within the company.

I’ve developed this into the?Rapid Innovation Model, which can be found from?my blog, and this is also something that I focus on with the innovation champions.

We include business units and departments in the innovation process that we’ve designed, from ideation to exploitation, from the beginning. Sometimes they can even be the problem owners.

Ideation is focused on solving problems that people have. It can be our customers, but it can also be business units. In this case, they start as the problem owner, and then later become the idea and project owner for the projects that go through the entire process.?

Top lessons in innovation

Autonomy is key, but you have to keep close contact and co-operation with the core company, to prepare for the exploitation of the ideas. This is true for innovation labs that look for open innovation, digital transformation, or internal innovation.

Of course, this is less true for disruptive innovation labs like?Google X?or?Kamet?that is a subsidiary of the insurance company AXA.

Those labs are looking for completely new business lines and you could say that co-operation with the core company is less of a focus for them. They want to mainly develop things autonomously.

A lesson that I’ve learned in the last three years of this intrapreneurship program, besides the commitment of the core company which can take the form of business unit commitment or sponsorship at highest levels for the program, is the coaching of the innovation projects and the intrapreneurs running them.

Sometimes, especially when the intrapreneur shows very strong determination, you can make a mistake in assuming that they know how to run an innovation project, are familiar with the Lean Startup and Design Thinking methods, and so on, but this is not always true.

You have to coach the people closely so that they really follow this “test and learn in short cycles” approach that’s key for both Lean Startup and Design thinking.

Sometimes they can make the mistake of falling in love with their product and forget who their target users are, what their needs are and how you can help them, especially for engineers. It’s nice to develop your product, add features and make it more and more beautiful, but you must keep the customer in mind, and the importance of moving fast to be ahead of the competition.

For innovation work to be resilient, you have to make sure that your organization is well integrated into the larger corporate organization.

An additional way to show that is to adapt your goals for innovation. It’s all about strategic alignment.

Will the innovation organization be focused on spotting the flaws within the corporation that the crisis has revealed, find out solutions to them, and invent new ways of doing things, usually by taking a 100% digital approach?

Another focus for innovation might to be to seize opportunities and cater to the emerging usages centered around working from home that we’ve seen during the crisis.

Lastly, you should look at what needs to be accelerated, and what needs to be reduced in your innovation strategy, and the overall strategy of the company.

When you show that innovation is completely in line with the business and is a necessary tool for moving the business in the right direction, you show the value that innovation can bring to the organization.

Advice for innovators

In innovation, we are used to difficulties and hurdles along the way. Things never work according to the plan you initially designed.

You can plan everything, but there are always surprises on the way towards innovation, so it’s very important to have this “newborn” state of mind to be able to identify opportunities out of difficulties, and to iterate and sometimes pivot.

This state of mind is something we can definitely leverage for our companies, and for our society, to see what the opportunities that will rise from this crisis are to build a brighter future.

Full interview, first published on The Innovation Room podcast: