technology roadmapping

Technology Roadmapping

December 2013

www.getaglobalvision.com

Global Vision

Who we are

• We are a multicultural,

cross-domain,

and international,

group of R&D veterans

• We are believers in

open innovation

• Using Open Innovation principles, we partner with various

types of companies, from early-stage start-ups to large

manufacturing firms, to:

Solve Technical Problems

Accelerate R&D – by boosting the initiation or the

finalization of R&D efforts

Detect Unconventional Markets – by identifying and

assessing markets outside the competence sphere of

ours clients.

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What we do

• California, USA Heart of Innovation

Contact:

Gabriel, (734) 223 4711

gmeric@getaglobalvision.com

• Lille, France Heart of Europe

Contact:

Anthony, +33 (0)3 66 72 18 05

anthony.beaudier@globalvision-innov.fr

Our locations

Some areas of expertise

• Energy

• Chemistry

• Plastics and Polymers

• Advanced Materials

• Biotech

• Big Data

• Modeling & Simulation

• Mechanical Engineering

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They partnered with us

Alkern is a European

leader in concrete

products.

Aquarese is a specialist

in high pressure products

and processes.

Copalis is global

supplier of marine-

based natural

ingredients to various

markets.

Castorama is the

French leader in home

improvement and

gardening supplies.

Decathlon is a

global with $6B

turnover sporting

goods manufacturer

and retailer.

Fives DMS is the

world leader for cold

rolling mills for the

steel industry.

Fred & Fred provide

innovative luxury

lighting solutions to

clients in France and

in the USA.

Madeco is a

European leader in

window blind

manufacturing.

Jeumont Electric is a

world-class pioneer

in high voltage

electric rotating

machines and their

auxiliaries.

Plage is a French

innovative provider of

mural decoration.

Rio Tinto is a global

metal and mining

corporation with

$51B turnover.

Sealock is a leading

adhesives

manufacturer in

France and Eastern

Europe.

Wipak is a European

manufacturer of films

and high-end

packaging solutions.

Fruition Sciences is a

global provider of

high-tech solutions for

water management in

vineyards.

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What is a RoadMap

Background

• Lots of books and journal articles on the topic

• One well-known team at Cambridge (Dr. Rob Phaal)

The team has been using the same idea for 15 years

95% of other teams are repeating ideas from Dr. Phaal

• Seemingly no French academic teams/companies on

this topic

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Definition

• Roadmapping - Providing a vision of the future and a time-based action pathway to achieve this vision

• Roadmapping answers the following questions:

Where are we?

Where are we going?

Which technologies to get there?

What are the required resources?

What are the milestones and risks?

• Roadmap - chart which summarize the answers of those questions (≠ Strategic Plan)

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Chart (1/2)

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Chart (2/2)

Put forward by the European Industrial Research Management Association (EIRMA) in 1997 12

History of Roadmaps

First approaches

• 1970s: development of a method to align product and technology strategies at Motorola

• 1987: first published industrial roadmap by Motorola

• 1996: creation of the Management of Accelerated Technology Innovation Network at Northwestern University with a focus on sharing roadmapping experience

• 1997: publication of the European Industrial Research Management Association‘s approach for technology roadmapping

• 1997: publication of a report on “the fundamentals of technology roadmapping” by Sandia National Laboratory

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First published roadmap (1987)

• Part of Motorola’s roadmap for the car radio

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Roadmap trends

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Roadmap for whom? and for what?

• Corporate level: linking market, product strategies, technologies, resources

confidential

• Industry level: identifying common technology needs to guide R&D efforts

Semi Conductor Energy Association – Semiconductor Roadmap

US Steel Industry Technology Roadmap

etc.

• Public bodies: planning technology deployment or scientific progresses

IEA - Carbon Capture and Storage in Industry Road Map

European Commission - Hydrogen Roadmap

Etc.

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Corporate level

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Industry level (1/2)

Moore’s law

« More than Moore »

« More than Moore »

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Industry level (2/2)

Electric Power Research Institute

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Public body level (1/2)

Deployment of green chemistry in the UK

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Corporate/Industry Roadmaps

Objectives

• Getting a consensus on

market drivers

products to be developed

required technologies

allocation of resources

….

• Driving R&D and Open Innovation efforts

• Making all this information available in a simple chart

• Identifying risks

• Supporting internal and external communication

• Etc.

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Market-Driven Roadmaps

Definition

A market-driven technology roadmap is a planning

process to select or develop technologies alternatives to

satisfy a set of products expected by the market

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Market-driven roadmaps phases

Time

Market/Customer

Expectations M 1 M 2 M 0 M 3

Required Technologies T 0

T 4

T 1

T 2

T 3

Resources

Capital Investment / Financing

Staff / Skills

Supply Chain

R&D Programs RD 0 RD 2 RD 4

RD 1 RD 3

Products Targeted by

the Corporation (size,

weigh, etc.)

P 1 P 2 P 0

P 4

P 3

Open Innovation OP 1 OP 2

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M2:

Augmentation

des passagers

Augmentation constante

et mondiale du nombre

de voyageurs

P2:

A 380

Besoin de

Gros porteur

T1: Matériaux

composites (25%

de la structure

en poids)

Gain de masse

Pas de corrosion

R&D 0: Adapter

les composites à

fibre de carbone

Mise en application

par la R&D Airbus

OP1: GLARE

(Glass

Reinforced fibre

metal laminate)

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Examples

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Use of scenarios

• Making several scenarios of the market drivers

• Selecting the technology/R&D path:

No-regret (some positive payoff in any scenario)

Options (significant payoff in some scenarios and small

negative outcome in others)

Big bets (large payoff in one scenario and negative in

others)

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Innovation-Driven Roadmaps

Definition

An innovation-driven technology roadmap is a planning

process to help select or develop technologies

alternatives to penetrate market with products that are

not expected

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Innovation-driven technology roadmap

Time

Required Technologies T 3

Resources

Capital investment / Financing

Staff / Skills

Supply Chain

R&D Programs RD 0 RD 2 RD 4

RD 1 RD 3

Open Innovation OP 1 OP 2

Products Targeted by

the Corporation (size,

weigh, etc.)

P 3

Market/Customer

Expectations M 3

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M3:

Creation of the market

Of luxury electric cars

P3:

Tesla Model S

T3:

Develop a chassis from the cells

RD2:

Development of interconnected

and secure battery cells

OP2:

Use the massively-produced battery

technology from Laptop computers

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Examples (1/2)

• Roadster

$100,000

210 miles range

0 – 60 mile/hour in 3.7 S

• Model S

$100,000

265 miles range

0 – 60 miles/hour in 4.2 S

De luxe Electric car

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Examples (2/2)

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Use of patent analysis (1/2)

Patent-driven

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Use of patent analysis (2/2)

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First Steps

Market analysis (1/2)

STEEP: Social, Technological,

Economical, Environmental, and

Political

Socio-cultural Age range

Income brackets

Gender?

Ethnicity?

Life-style

Leisure

Social trends

Shopping trends

Other

Technological Hardware

Software

IT for management

ICT for communication

Equipment

Materials

New developments

Other

Economic General trends

Interest rates

Tax

Insurances

Funding sources

Funding req’s

Other

Environmental Sustainability

Recycling

Waste disposal

Energy-efficiency

Fuel

Other

Political EU law

National law

Local by-laws

Trade unions

Health & Safety

Equality

Vulnerable people

Party politics

Other 39

STEEP (2/2)

http://foresightcards.com/background-information/steepexplained/

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SWOT

Opportunities New funding streams; new clients; market expansion; free business

support; free training; Internet marketing and sales; attending

exhibitions; networking

Threats Strong competitors with lower prices; general economic decline means

clients reprioritise leisure spending; new competitor in market;

product/service no longer ‘trendy’; new legislation will require

investment

Potential Issues

Strengths Strong market position; niche market; successful advertising campaign;

effective management procedures; regular financial monitoring; well

trained staff; location of premises; good market research; suitable

pricing policy; reliable suppliers

Weaknesses Accounts not up to date; cash flow problems; over/under pricing; not

enough customers; business is seasonal; skills shortage; lack of adequate

publicity; publicity not reaching right clients; poor market information;

working too many hours

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Approaches

Conventional approach

• Relying on internal resources (+ 1 consultant):

a series of workshop (1 to 4, each during 0.5 to 1 day)

gathering all internal stakeholders (R&D, marketing, …)

led by a consultant

• Relevant for team building but not for the definition of a strategy:

pitfall of being stuck in the rut

at most four days of work

contributions from people more or less available

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Global Vision approach

• Entrusting an external team with making the roadmap

pulling out of the rut

weeks of work

dedicated staff

more robust strategy

• Refining the roadmap with the company staff (consensus, team building,…)

series of workshops

other

team building, consensus, etc.

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Thank You Gabriel

gmeric@getaglobalvision.com

December 2013