living%20 labs e almirall
TRANSCRIPT
“Innovation isn’t what innovators do. It’s what customers adopt” !”
Michael Schrage, MIT
0)
Open Innovation
? who invented the mountain bike
Sources of New Ideas and Innovation
Academia
Associations, trade groups, conference boards
Competitors
Consultants
Customers
Business partners
15 25 35 45% 45% 35 15 25
Internet, blogs, bulletin boards
Other
R&D (internal)
Sales or service units
Employees (general population)
Think tanks
External Internal
IBM Global Benchmarking Program | IBM 2006 |
Open Innovation
Living Labs as an
Open Innovation Intermediary that aims to provide structure and
governance to user involvement
Teleictus (2007 – now)
implementation of a system for remotely diagnosing and treating ictus (brain stroke).
Pre-Commercial Gap − Inexistence of a complete solution. − Availability of High Speed infrastructure.
The Role of Users − Existence of a “Champion”. − Co-creation of the service. − Co-creation of parts of the solution.
The Role of the Living Labs organization − Creation of an “innovation arena”. − Selection, Formation & Coordination − Fostering co-creation.
i2cat
Ca L’Estruch, Sabadell
La Panera, Lleida
CitiLab Can Suris, Cornella
El Liceu
Espai Zer01,Olot
GEANT2
Opera Oberta (2001 – now)
explored the use of High Def Video Conferencing for video broadcasting using Internet 2 infrastructure
Pre-Commercial Gap − Tech. aspects e.g. connection of broadcast equip. to IP netw. − Availability of High Speed infrastructure. − IPR of the contents.
The Role of Users − Existence of a “Champion”. − Users in exhibition theaters and universities “fine-tuned” the
experience. The Role of the Living Labs organization
− Creation of an “innovation arena”. − Selection, Formation & Coordination − Mediation bt users and the rest of actors.
R & D ?
high level
mid level
ground level
high level
mid level
ground level
products and services
know
how
1. Science is global. a) Ideas. b) People. c) Technologies.
2. Diffusion fostered by “publish or perish”.
3. Much of it is PUBLIC.
Kleiner Perkins Portfolio (81 companies)
49 (60%) develop mid-level goods and services for use by other business. 23 developing enterprise software 6 instruments used in hospitals 20 IT equipment
19 Ground level consumer goods and services 3 network / community companies 2 e-commerce 2 providers of information (mobile) 1 distributor of movies over the Internet 1 photoneumatic therapy 1 financial services 1 restaurant guide (Zagat) 4 developing treatments
13 high level products and services 6 alternative energy companies 1 fuel cells 1 portable electronic devices 1 codecs 4 semiconductor industry 1 bio-technology
User Contributions
1. Living Labs observe user-lead practice in diffuse social contexts.
2. Living Labs identify and codify tacit and practice based knowledge.
3. Living Labs diffuse tacit and practice based knowledge into ad-hoc innovation networks.
4. Living Labs operate at mid-low level innovation strata.
In a complex, multi-stakeholder environment is not about
finding the right answers, is about finding the right
questions
Product evolution or Interpretation of meaning
1. Living Labs perform context-based experimentation in order to generate local modifications within existing socially negotiated meanings.
2. Living Labs perform context-based experimentation in order to generate new socially negotiated meanings for products and services.
?
how did we get here
Who is going to buy an overpriced
($400 in 2001), low capacity (5GB), cheap plastic look, proprietary, with a 2” monochrome screen, music player with no usb (firewire only) support, no windows support, no replaceable battery that only lasts 10h.?
World’s spending in electronics by country -2007 New York Times – Sept 4, 2008
(data source Euromonitor Intl.)
2001 2009 2007
1) Sophisticated users. 2) Eager to try new & pretty
imperfect things. 3) Adopt them & integrate
them in their daily lives. 4) Changing lifestyles and
providing meanings.
?
how did we get here
demand
Key activities in Systems of Innovation I. Provision of Knowledge inputs
Provision of R&D. Competence building through learning.
II. Demand Side activities Formation of new product markets (public procurement + standards). Open Innovation. User-Driven Innovation. Societal aspects of innovation.
III. Provision of Constituents Entrepreneurship. Support organizations. Networking. Institutions & Incentives (patents, …). Societal aspects.
IV. Support for innovating firms Financing. Admin support. Consultancy. Edquist, 2006 + author
?
?
Capturing value from R&D to Innovation a) Reducing Uncertainty
− At personal level (Champion) – providing a framework. − Validating users acceptance in real life settings. − Co-creation of the business model.
b) Entrepreneurial Role of Living Labs − Select, establish and manage the innovation network. − Entrepreneurship = Selection + Formation + Coordination
c) Development of an Initial Demand − As a result of involving public or private “buyers” and
“developers” in the exercise.
open closed
users co-create
users as passive subjects
Trad. R&D
Human Factors & Ergonomics
Usability tesFng
Applied Ethnography
Lead Users
Open PlaJorms Design
Thinking
Collaborative Projects
ParFcipatory Design
Living Labs
Marketplaces
Join Ventures traditional
user centered user driven participatory collaborative
Design Driven InnovaFon
Open Source
User driven
Participatory
Collaborative
User centered
Traditional
Google on-line experiments
Lego Mindstroms
need for user involvement in
capturing knowledge from users
No involvement
Highly involved knowledge
information users passive subjects
users co-create
Closed Open
understanding preferences
surfacing needs
domain based knowledge
market based knowledge
type of knowledge
Exploration
Knowledge Capture
{surfacing needs/preferences domain specific
Validate fit Discover new uses/meaning Codify ‒ context specific - preferences {
Living labs
Exploration
Knowledge Capture
Living labs
Fit+ experiment ! Technological
Social (needs, interface, preferences, meaning)
Economic (Business Model, Sustainability)
Competition 101
esteve almirall [email protected]
