living labs: an ocean of customer-centric methods by pieter ballon (enoll & iminds)

Living Labs: An ocean of customer-centric methods

Pieter Ballon iMinds-iLab.o & ENoLL Pieter.Ballon@iminds.be

1 Tools Exchange Forum 2012: An Open Space for Collaboration, London 18 Oct 2012

iMinds in a nutshell: Demand driven ICT innovation

1000+

Researchers accross 5 universities

250+ Projects

with the Industry

700+

Partners in the iMinds ecosystem

35 & 14

Seeds & Spin-offs in the IBBT Incubator program

5 & 2

Dept’s & iLabs for research and innovation

Organized in 5 departments and 2 iLabs

4

A Living Lab is.. • a real-life test and experimentation environment where users and producers co-create innovations

• in a trusted, open ecosystem

• using a validated toolset

The iLab.o Living Lab

The iMinds iLab.o Living Lab Toolbox

A toolbox for any project type: ICON, Living Lab, CIP, FP7, …

Panel Management We’ll find and motivate your test-users

Living Lab Methodology We’ll show you how to set up a living lab project – e.g. with LL Analyser and Data Aggregator

Acht TV

Survey

selectie respondenten 1d

Opmaak vragenlijst 2 days

Codering + verzending 2 days

Invullen survey 1 week

Testing

Intake-gesprekken 2 days

Presentatie Rapport Survey+Intake

Testing period 4 days

Focus Groups 2 days

Presentatie Final rapport

07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 01 02 03WK WK 45, november 2010 WK 46, november 2010 WK 47, november 2010 WK 48, december 2010

Prototyping & testing We’ll model a rough idea into a usable app for daily life and test it through

Simulate Your Business Co-design of collaborative business model on the fly

European Network of Living Labs Gateway to 300+ Living Labs

Importance of validated toolbox!

The iLab.o Living Lab Toolbox: User panels

§  Recruitment, management and surveying of test users §  Regular representative market reports on all media and ICT usage §  Specific categories including urban youngsters, elderly,…

7

The iLab.o Living Lab Toolbox: User data dashboards

Currently 6,000+ fully profiled test users Mobile LL appstore with panel of 20,000+ Innovators can have real-time insight in usage

The iLab.o Living Lab Toolbox: Application Prototyping and Co-design

Tools and methods for rapid application prototyping and co-design with users and other stakeholders

The iLab.o Living Lab Toolbox: Business Model building and Partnerships

Multi-touch business model consensus-building and simulation Ready-to-go Partnerships with Cities, SMEs and other LLs

• ENoLL was launched in 2006 under the Finnish EU Presidency, grown into a non-profit international association representing a diverse community of over 300 ENoLL ‘certified’ Living Labs and 22 core members involved in EU-wide Living Lab testing

20/09//2012 20/09/21

Living Lab Toolbox: Worldwide dimension

22 ENoLL Core Members

20/09//2012

•  iMinds-iLab.o (BE) •  Flemish Living Lab Platform (BE) •  Northern Rural-Urban Living Lab (FI) •  Laurea Living Labs Network (FI) •  HumanTech LivingLab (FI) •  Suuntaamo Tampere Central Region Living Lab (FI) •  Helsinki Living Lab - Forum Virium Helsinki (FI) •  Ways Of Learning for the Future (FR) •  Telecommunication Networks Integrated Services Laboratory (EL) •  Trentino as a Lab (IT) •  Lighting Living Lab (PT) •  i2Cat- Catalonia Digital Lab (ES) •  espaitec Living Lab (ES) •  Bird Living Lab (ES) •  Consorcio Fernando de los Rios Living Lab (ES) •  Botnia Living Lab (SV) •  Manchester Living Lab (UK) •  City Lab Coventry (UK) •  The European Society of Concurrent Enterprising Network (IT) •  Aalto University School of Economics (FI) •  ESADE (ES) •  Finnish Living Lab Network of Universities of Applied Sciences

(FI) 20/09/21

What can you expect from an accredited Living Lab? §  Better user adoption and better user results

(adoption, WTP, user behaviour change) §  Highly innovative crowdsourcing and co-design

solutions §  Boost in SME and City innovation and business

opportunities

14

More accurate user testing results: DVB-H project (2007)

§  Pioneer project in Belgium of mobile television via DVB-H

§  Field Trial and Living Lab for Business Modelling and User Research

§  App. 100 users §  1 year trial (2007 - 2008) §  Company Partners: Siemens, VRT, Belgacom,

Telenet, Option, Scientific Atlanta

More accurate user testing results: : DVB-H project (2007)

Mobiele Televisie 1 vraag vs 3 PSAP vragen

0

5

10

15

20

25

30

35

40

45

50

mob tv Finland 1 vraag 1 14 26 47 11

mob tv Vlaanderen 1 vraag 2,3 9,2 35,5 25,8 27,2

mob tv Vl 3 vragen PSAP 0,7 5,4 10,6 43,7 39,7

innovators early adopters early majority late majority laggards

Finland, Traditional User Survey

2006: good potential

2007: proved to be overestimation

Flanders, PSAP method

2007: weak potential

41% 16,7% 47%

Better adoption: Digital Television in Flanders (2004)

16

Living Lab project

DTV Living Lab (2003-2004)

§  2003: Pioneer LL project of Digital TV in Flanders §  Partner: Cable operator Telenet (TNT) §  300 Households §  Delay in commercial launch a.o. because of iterative

LL process §  Now:

§  Market share in Flanders of app. 70% §  Income from digital subscriptions 340 mio €/y §  Leading in interactive services (total market 45 mio €/y) §  Projected growth in line with our forecasts (LL approach

diverging from traditional intention surveys)

17

TNT later but much better adoption

18

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

IBBT PSAP segmentation forecast

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 2007

2006: 140000 40000 Belgacom + 100000 Telenet

PSAP segmentation forecast

Q2 2008

21

Opera  Mobile  browser,  around  2005  

Vodafone  Live,  around  2005  

Innovative Crowdsourcing and co-design: iCity Living Lab (2006)

22

Apple  iPhone,  °2007  

Innovative Crowdsourcing and co-design: iCity Living Lab (2006)

23

iCity  Living  Lab,  2006  

Innovative Crowdsourcing and co-design: iCity Living Lab (2006)

24

Now:  Largest  mobile  internet  operator  in  Belgium  

Helping SMEs enter new markets through Living Labs

Homecare & ILS Energy Efficiency

Social Media eManufacturing

Piloting cross-border Living Lab Networks

Common methodology

Common ecosystem approach

Common research benchmark

Common platform guidelines

Common integration framework

Boost in SME & City innovation: APOLLON – Advanced Pilots of Living Labs Operating in Networks (2009-2012)

•  Only 8% of European SMEs have cross-border activities •  Living Labs provide access to local innovation ecosystems and are federated in ENoLL •  Can we use networks of Living Labs to help SMEs innovate and do business abroad?

•  APOLLON (2012): Method and Living L a b s e r v i c e marketplace for SMEs and Smart Cities

•  H e l p S M E s t o adapt to different usage contexts

•  Ensure local buy-in •  The Logica Quby

case

Boost in SME & City innovation: APOLLON (2012)

APOLLON Results: SME International Turnover

•  Before APOLLON (2008) •  64% of APOLLON SMEs had 0-5% international turnover •  Top-20% had 45-60% of international turnover

•  At the end of APOLLON (2012) •  27% of APOLLON SMEs had 0-5% international turnover •  Top-20% had 55-70% of international turnover

Boost in SME & City participation and business: APOLLON (2012)

Preferred mode of entry in International Markets for SMEs

Takeaways

§  Living Labs provide an ocean of user-centric and open innovation tools

§  Importance of varied and validated toolbox §  Real business impacts and success stories §  European Network of Living Labs is key gateway

for SMEs and Cities to Living Lab community

29

• Find out more…

• www.iminds.be • www.openlivinglabs.eu • smartcitiesnetwork.eu

• Pieter.Ballon@iminds.be

20/09//2012 20/09/21

Thank you!