IBBT iLab.oThe Living Lab hub in Flanders

Mark De Colvenaer,

IBBT-iLab.o, Belgium

01/04/2009

ICT Challenge

Profiling IntelligentContent

Management

LocationBased

Services

Privacy Security Payment

Applications Applications Applications Applications Applications Applications Applications

City Services Platform

Services

Living Lab - Definition

Proeftuinen voor testgebruikers zijn testomgevingen, waarin bedrijven nieuwe innovatieve technologieën, producten en diensten kunnen toetsen binnen een groep van individuen, die als testers worden ingezet in hun eigen leef- en werkomgeving.

De primaire doelstelling van proeftuinen is het versnellen en afstemmen van de valorisatie van innovatieve producten en diensten, wat impliciet de ontwikkeling van nieuwe markten met zich meebrengt.

Definitie IWT – maart 2008

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The Living Lab Context

Action Spacefor Living Labs

User Involvement

EnthusiastsEarly Adopters(Visionaries)

MainstreamUsers

Public & Privateresearch funding Seed Money

Venture Capital

Industry

BanksPre-Commercial Gap*

Chasm**

* MacDonald and Associates, 2004 ** Geoffrey A Moore: Crossing the Chasm, 1999

FundamentalResearch

AppliedResearch

DemonstrationPiloting

Service& Product

DevelopmentMarket

Living Labs:

User-driven open innovation involving all relevant players

of the value network

Business-Citizens-GovernmentPartnerships

Early Majority(Pragmatics)

Action Spacefor Living Labs

User Involvement

EnthusiastsEarly Adopters(Visionaries)

MainstreamUsers

Public & Privateresearch funding Seed Money

Venture Capital

Industry

BanksPre-Commercial Gap*

Chasm**

* MacDonald and Associates, 2004 ** Geoffrey A Moore: Crossing the Chasm, 1999

FundamentalResearch

AppliedResearch

DemonstrationPiloting

Service& Product

DevelopmentMarketFundamental

ResearchApplied

ResearchDemonstration

Piloting

Service& Product

DevelopmentMarket

Living Labs:

User-driven open innovation involving all relevant players

of the value network

Business-Citizens-GovernmentPartnerships

Early Majority(Pragmatics)

Interactive television

First pilot of interactive television in Flanders

300 households 2 year project 1 year trial : 2003-2004 Partner: Telenet

= predictieve validering?

DTV segmentation forecast

0

5

10

15

20

25

30

35

40

DTV 2004 2,3 14,7 35,6 20,9 21,1

innovators early adopters early majority late majority laggards

Timing? ½ y 2 y

Q3 05 Q1 06 Q3 07

? ?

Q3 06

Q2 07

138000

300000

1mio

(+882000)

Q3 20072006: 14000040000 Belgacom + 100000 Telenet

Methoden met roots in Diffusietheorie:

PSAP: concreet. Bv. DTV (2004)

Q2 2008

E-paper

World’s first development of an electronic newspaper

200 users 2 year project Trial of 2 months : March - May 2006 Partners: iRex, Belgacom, De Tijd,..

IBBT groups & Living Lab projects - Mobile television

First trial of mobile television via DVB-H in Belgium

App. 100 users 2 year project 1 year trial : September 2007 - May

2008 Partners: VRT, Siemens, Telenet,

Belgacom, Option,…

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When? Viewing pattern

PotentialExperts Trial

Heavy viewers (2) > 20 usage moments during the two week test period Medium viewers (13) 10-20 usage moments

Light viewers (15) < 10 usage moments

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Where? At home, on the road, time killing …

PotentialExperts Trial

According to the experts … In the trial …

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Mass Market Potential ? As promising as abroad? No

PotentialExperts Trial

Mobiele TV Vlaanderen (2007, N: 575)

0

5

10

15

20

25

30

35

40

45

50

Mobiele TV Vlaanderen 0,7 5,4 10,6 43,7 39,7

innovators early adopters early majority late majority laggards

17%

Living Lab Activities

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INN EA EM LM LAGG

& NVOD 0,6 6,2 44,7 31,8 17,8

& VOD 2,3 14,7 35,6 20,9 26,3

0

5

10

15

20

25

30

35

40

45

50

iLab.o – What we offer ?

Panel management User Database Selection & Recruitment Logging & Monitoring

Strategy & Policy Development Methodologies Tools Gateway to Europe

iLab.o - Digimeter

“Vinger aan de pols” inzake Media & ICT bezit en gebruik

≠ klassiek éénmalig onderzoek : 2x/jaar 800 2x/jaar rapport omtrent ‘bezit & gebruik’ media & ICT in

Vlaanderen Recruteringsbasis voor proeftuinonderzoek

iLab.o - Jupcam

A support tool for user oriented research in a Living Lab setting

Focus on supporting research activities, not on project management (> myIBBT)

iLab.o - Work in progress

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