New foundational innovations such as UMTS technology enable companies to develop new products and services that significantly deviate from previous usage habits and customer needs. To make new services marketable, companies must not only master the unfamiliar challenges of the new technology but also explore and potentially develop the still unknown customer needs in a visionary way. Therefore, traditional product development processes cannot be applied. Matthias Möller demonstrates that companies can tackle these tasks by approaching marketable services through an iterative process of experimentation and learning in innovation experiments. He also examines how customers can be integrated as an important source of need-related information in the process of discontinuous innovations. Studies.