corporate innovation management with start-ups · corporate innovation management with start-ups...
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April 2017
Corporate Innovation Management
with Start-upsDr. Rudolf Freytag
CEO Siemens Technology Accelerator GmbH
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New business models in the internet age
are disrupting complete markets
From Yellow Pages … From taxi …
From record store …
… to ride sharing… to marketplace
… to e-book … to streaming
From bookstore …
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With Siemens’ integrated technologies, Maserati reduced
development time while increasing production output
30% shorter
development time
More than 70,000combinations
available
3 times more
cars produced
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Cloud based Siemens MindSphere allows to continuously optimize product
and production
Digital Twin of
the product
Digital Twin of
the production
Digital Twin of
the performance
MindSphere
Feed back insights to continuously optimize product and production
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A “value driven IP strategy” is needed to master the digital transformation
ahead of many businesses
Assets
• Technology
• Know-How
• Patents
• Copyrights
• ...
Value driven
IP strategy
Business Model
• Value proposition
• Customers
• Prototype testing
• Business Plan
• ...
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A value driven IP strategy has to take all IP levers into account
Intellectual property types
PatentRegistered
utility modelTrademark
Registered
designCopyright Know How
Literature, art,
software
Invention Technical
invention
(no process)
Design, use For goods
and services
Documented
and valuable
trade secrets
–Registration Registration Registration Registration –
No examinationExamination No examination No examination Examination for
absolute protection
obstacles
No examination
70 years beyond
holder‘s death
20 years 10 years 25 years max.
3 years (use)
Renewable
every 10 years
As long as
kept secret
Source: Siemens
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Intellectual Property Rights (IPRs) add value for business in 2 aspects:
Decreased competitive pressure and higher price premium
Development of Profit of a product/system over years
A company can maintain pricing power or a cost advantage only if the company maintains a barrier to imitation (from existing competition)
or a barrier to entry (from new competition).
Sustainability
Profit
Years
5 10 15 20
Competitive
Pressure Value creation
with IP protection
Price premium due to brand
Source: “Valuation”, McKinsey
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Start-ups are an important part of Siemens’s innovation strategy
IMPORTANT for Siemens
ATTRACTIVE for start-ups
• As a look into the future
• As a way to access to innovative technologies
• For testing ideas for new businesses outside
the Siemens organization
• As a close partner that opens up access
• To industry expertise
• To customers
• To technology and manufacturing expertise
• As an investor
• Sends a signal to other investors
• Because investments can lead to acquisitions
Start-ups are
Siemens is
Source: Siemens
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Cooperation Foundation
Investments
F
Cooperation, Foundation and Investments:
Siemens and start-ups make for ideal partners
Source: Siemens
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Siemens has a proven track record of more than
15 years driving innovation with start-ups
Quick and flexible testing of
ideas for new businesses
• More than a dozen start-ups
founded
Access to external innovators
• Contact established with more
than 1,000 young companies per
year
• More than 20 partnerships every
year with start-ups worldwide
Investing in innovative start-ups
• More than €800 million invested
in over 180 start-ups
Cooperation Foundation
Investments
Source: Siemens
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Cooperate Invest Found
Driving innovation with startups Capital volume
€1 billionfor five years
Selected innovation fields
Distributed
electrification
Connected
(e-)mobility
Artificial
intelligence
Autonomous
machinesBlock-chain
applications
Next47 is the Siemens unit to drive innovation for Siemens with start-ups
In October 2016, Siemens set up a
separate unit to foster disruptive ideas
more vigorously and to accelerate the
development of new technologies.
The unit’s name, next47, plays on the fact
that Siemens was founded in 1847. We
are using next47 to pool our existing
startup activities.
Source: Siemens
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"Ideas alone have little value.
An invention´s importance lies in
its practical implementation, in the
intellectual work extended on it, and
in the labor and money spent on it."