Last fall Nokia (NOK) made the call on a problem. Its waltzing, high-pitched default ring tone was ready for a lift, so the company created a public challenge: Anyone who developed a better ring tone would get $10,000. Valerio Alessandro Sizzi, a DJ in Milan, came up with the winning remix.
Nokia's SOS is an example of open innovation. "No longer is a brand something that is created by the company and delivered to the consumer," the cellphone firm blogged. "Taking off the shackles of our global, wildly creative fan base, we might find a much better expression of our brand than we might have ever done ourselves."
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