Managing information in the messy front end of product development

Summary form only given. With deregulation and increased number of changes in the telecommunications business it has become necessary for established and hew organisations aiming at that business, to systematically monitor that market in search for opportunities. To be able to handle the immense flow of information available, a structure is necessary. This paper talks about gains to be made from handling early market requirements, in a structured way, and outlines a structure of a knowledge base. The suggested knowledge base should comprises four main areas of information so identified requirements and opportunities can be retrieved in context: (1) identification of the information provider and the provenience of noted requirement; (2) main concern of the requirement, for instance: product functions, market availability, process, etc.; (3) description of opportunity; and (4) hindrances. Emphasis is made on an easy user interface for information providers-so the resistance to use a formal way to deliver ideas and market opportunities will be as small as possible-and on feedback to information providers. With refined information on requirements and opportunities, according to a suggested process, it should be easier for product management to find relevant and solid arguments for exploring market opportunities, better foundation for estimation of market risk, more market drive in product development and shorter lead times