lets smartenyourproduct 11 december 2012

het collectief centrum van de Belgische technologische industrie

Sirris Diepenbeek – 11/12/2012

Let’s Smarten Your Product!

More information can be found:

21-12-2012 © Sirris | www.sirris.be | info@sirris.be | 2

Olivier Gramaccia business development manager Smart Products Liège Science Park Rue du Bois Saint-Jean, 12 mobile: +32 491 869186 BE-4102 Seraing olivier.gramaccia@sirris.be Belgium www.sirris.be

Context

• Part of this material has been published

• The art of Crafting Smart Products • Dedecker, Codenie, Deleu, Vermael, Lantini • Pages 79-93

Disclaimer

• Sirris is de auteur en heeft derhalve de volledige auteursrechten op de door haar ontwikkelde methode van “smarten your product”. Sirris heeft tevens diverse merknamen gedeponeerd (pending grant) die haar aanbod van dienstverlening met betrekking tot smart products kenmerken.

• Niets onder bescherming van het auteursrecht toebehorend aan Sirris noch door Sirris deponeerde merken mogen zonder toestemming van Sirris aangewend worden.

Sirris & Agoria identified this theme

as highly important for the technology industry

because of its disruptive potential

to create new innovative products

and so creating sustainable growth

SMART as a Product or Technology Strategy

Definition of SMART: a tentative consensus

A Smart Product • uses information about itself, other products, or its

environment • to provide new or multiple functionalities • that are able to differentiate the product in a particular

market

A smart technology • can be turned into an offering • that enables other products to become smart products

• Smart composites • Smart body protection • Smart eco-system infrastructure • Smart learning • Smart systems • Smart fertilizing

Too many opportunities…

• Technology related themes • E.g. Material based technologies and ICT

• Product & market related themes • E.g. New application domains

• Product engineering related themes • E.g. Key design constraints (safer, faster,…)

• Business related themes • E.g. new business models

Clearly a more complex discussion combining

new investments, new revenue streams, new markets…

Where to start?

Smart Products & new business models have great potential, but many challenges remain…

• Can be very disruptive to apply • Need for out of the box thinking

• Which technologies to apply?

• Need for technology watch specifically for Smart Products

• Which are the specific opportunities for your product? • E.g. Personalized content search (still available restos on Saturday) • E.g. wake up call combining planning and traffic information

Need for a structured think framework

• Can have a large impact not only on the product but also the business model

• Need for careful realization planning • Need for risk assessment

21-12-2012 © sirris | www.sirris.be | info@sirris.be | 10

Let’s Smarten your plastic product

Smart in your Company Case…

21-12-2012 © sirris 2010 | www.sirris.be | info@sirris.be | 12

• Business model & Risk Analysis

• Technology evaluation • KSF’s

• Finding the right building blocks

• Experimentation • Technology scouting • Network building

themes options scenarios decision

Opportunity Spotting

Smart Positioning

Smart Exploration

Realization plan

• Product & market • Business related • Technology related • Product engineering • Specific opportunities

• Self Conscious • Ambient Conscious • Eco-system Conscious • User Conscious

Round 1: Smart Opportunity Spotting

Smart Positioning

Smart Exploration

Realization plan

Product

4 dimensions for making products smart

Make the Product more Eco-System Conscious

Make the Product more

Self-Conscious

Make the Product more User-Conscious

Ambient- Conscious

Product Make the

Product more Eco-System Conscious

Self-Conscious

Ambient- Conscious

Product Make the

Self-Conscious

Ambient- Conscious

Product Make the

Self-Conscious

Ambient- Conscious

Product Make the

Self-Conscious

Ambient- Conscious

The Smart Opportunity Spotter

Example

• A company offering bicycles to people in a city

Round 2: Smart Positioning

Smart Positioning

Smart Exploration

Realization plan

Smart Positioning

• Introducing smart products involves many different aspects. • Often a more complex discussion than on enabling

technologies alone. • It can require rethinking of the actual technology & product

development, of organizational, engineering & design aspects or even impact your current business model, revenue streams or the market your are in.

• On the other hand you as a company might be in possession of technology that can enable other companies to create smart products.

Understanding what is relevant and what to master for your Smart Opportunity

• Technology related themes • Product & market related themes • Product engineering related themes • Business related themes • Specific opportunities

Have been bundled in an inspirational document

Smart Positioning Wheel

Technology related themes

• Specific relevant material based technologies • Specific relevant ICT technologies • Emerging technology domains of interest • Packing a technology as a service • Mastering technologies and technology domains • Make or buy decisions • IPR protection of technologies • …

Product & market related themes

• New functionalities • New application domains • New value propositions • …

Product engineering related themes

• Engineering & development challenges • Key design requirements & constraints (safety, size, power

consumption, …) • Interdisciplinary design • … •

Business related themes

• Business opportunities for making products smart • Differentiators for the product • Complementary assets (value capturing) • Business Models & transition to new business models • Place in the value chain, or changing position in the value

chain • …

Specific opportunities

• Opportunities concerning data sets in your possession • User communities you have set up • New disruptive innovations • (R) evolutions of existing products • Sustainability of current offering • …

Example Add location system (gps) to bicycles

Round 3 & 4: Smart Exploration & Plan

Smart Positioning

Smart Exploration

Realization plan

Exploring and Planning Smart Opportunities

Funding

• In-company funding vs external funding

• Possibilities for innovation projects

• Regional • Federal • European

• Many EU R&D frames support projects with Smart ICT

• Sirris can help

Technology Scouting

• Funneling and scoping • Expert Spotting • Creating of access channels

towards experts • Technology knowledge

modeling • Technology evaluation • Reactive scouting processes • Proactive scouting process

Business Model Generation

But what does a business model do?

1. Identifies a market segment 2. Articulates the value of the proposed offering

“What customer problem are you solving? ” Strong value faster [€] @ higher price

3. Focuses on the key attributes of the offering The business control points e.g. where NOT to be open

4. Defines the value chain to deliver that offering Partners in the chain needs part of the money too…

5. Creates ways for getting paid Define your revenue streams

6. Establishes the value network needed to sustain the model Make and understand the ecosystem

• Alex Osterwalder & Ives Pigneur • A set of simple, tested tools for understanding,

designing, reworking, and implementing business models

• A common language for systematically understand, design, and implement a new business model - or analyze and renovate an old one

• Co-authored by 470 Business Model Canvas practitioners from 45 countries

• Financed and produced independently of the traditional publishing industry.

• http://www.businessmodelgeneration.com/

Smart Product Bootcamps

• Versnellen van innovatie door idee-generatie • Gefaseerde aanpak

• FASE 1 IDEEËN en THEMA’S • Doorlopen van stappen 1 tot 2 • Typisch 1 workshop van ½ dag met 3-6 eigen medewerkers en 3-6 experten

met huiswerk • FASE 2 IMPLEMENTATIEPLAN

• Doorlopen van stap 3 • Typisch 1 workshop van ½ dag met voldoende huiswerk off-site door experten

en bedrijf • Komt in aanmerking voor subsidie via KMO-portefeuille. • Outcome

• Ideeën, nieuwe thema’s voor smart products in uw bedrijf • Implementatieplan/project • De nodige info om funding project aan te vragen of intern project op te starten

• Doorlooptijd • Afhankelijk van beschikbaarheid van bedrijf en experten tussen 1 maand en 3

maanden.

Sirris and his Smart Product Bootcamps

• Sirris uses the developed methodology to indentify opportunities for smart products and technologies at company level and in individualised Smart Product Bootcamps.

• Collective actions are initiated as in the plastic converter field together with Flanders’ PlasticVision

• Hereby Sirris is the creator and executer of the Smart Product Bootcamps and involves all necessary partners that are needed bring Smart Product Bootcamps to an excellent result.

Contact details

Olivier Gramaccia business development manager Smart Products Liège Science Park Rue du Bois Saint-Jean, 12 mobile: +32 491 869186 BE-4102 Seraing olivier.gramaccia@sirris.be Belgium www.sirris.be

Het collectief centrum van de Belgische technologische industrie

Volg ons…

• www.sirris.be & info@sirris.be

• interAction newsletter – news& agenda

• Techniline – techniline.sirris.be

« techology watch » newsletter & databank

• Twitter feed - Sirris_be of #sirris

• Linked In group

Mission statement in practice

De juiste technologische keuzes maken die een duurzame economische groei ondersteunen Nieuwe technologieën omzetten in concrete producten en diensten Vanuit de business & technologie strategie van het bedrijf

value innovation through

technology

Wat kan Sirris voor u betekenen?

uitgebreid partnernetwerk - optimale projectfinanciering (publiek&privaat) Intellectueel Eigendom blijft bij bedrijf

Sirris Leuven Composites Application Lab

Sirris Smart Coating Application Lab

Sirris Microfabrication Application Lab

Leuven Hasselt Liège

Industrial Application Labs

INNOVATIES TESTEN IN EEN INDUSTRIËLE OMGEVING

Offshore Wind Infrastructure Application Lab

Antwerpen

lets smartenyourproduct 11 december 2012

market related

business model

conscious

business model

smart products

market finding

lets smarten

4102 seraing

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