Tech innovation s7_trm

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Learn the overview and Development of technology road map for science and technology driven companies.

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Tech innovation s7_trm

  1. 1. Technology and InnovationManagement:S7Technology RoadmapRaj C Thiagarajan, PhDToSIBM SIII MBA Students ATOA Scientific Technologies Engineering Simulation For Innovation
  2. 2. Technology Roadmap• What ?• History• Principles• Process• Concepts• Types• Samples• Case• Managerial Implications ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 2
  3. 3. Overview• Technology management – Integrates strategy, Firm innovation, Operations, product, Commercial perspective process. Technology Push – Knowledge transfer Strategy, Market Pull for Push pull Innovation, management. Technology Operations• Technology road mapping represents a powerful Technological perspective technique for supporting technology management and planning in the firm. Environment ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 3
  4. 4. Definition• Technology road mapping is an effective technology planning tool to help identify product needs, map them into technology alternatives, and develop project plans to ensure that the required technologies will be available when needed. – Industry definition• A road map is an extended look at the future of a chosen field of inquiry composed from the collective knowledge and imagination of the brightest drivers of the change in that filed – definition by an advocate• Bridges the Business and Technology environment ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 4
  5. 5. Roadmap Simplified FUTURE VISION Where youCurrent want to Go?STATUSWhere are How to get There?We now? Technology Roadmap is a powerful tool to get there ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 5
  6. 6. Evolution of technology road mapping 1970 1980 1990 2000 2010Strategicplanning Motorola develops technology roadmapping approach Take up in Semiconductor electronics Technology Roadmap Roadmapping sector, approach defence Take up in supports and Co-evolution aerospace other sectors integrated - companies strategic - consortia planning - governmentForecastingPolicy ForesightScience fiction Futures & Scenario planning Source: Phaal et.al, Technology road mapping: linking technology resources to business objectives, Robert Cambridge. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  7. 7. Roadmap Benefits• Facilitate the integration of new technology into the business• Support for company strategy and planning processes• Identify new business opportunities for exploiting technology• Provide top level information on the technological direction of the business• Support communication and co-operation within the business• Identify gaps in market and technical knowledge• Support sourcing decisions, resource allocation, risk management and exploitation• High-level integrated planning and control - a common reference / framework ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  8. 8. Types and level• International Technology Roadmaps• National Technology Road maps• Industrial Technology Road maps• Product, Process, Innovation, and Technology roadmaps ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 8
  9. 9. Anatomy of a Roadmap Time Market M1 M2 P1 P2 P3 Product P4 T1 T2Technology T3 T4 R&D RD 1 RD 2 RD 4 RD 6programmes RD 3 RD 5 Capital investment / financeResources Supply chain Staff / skills Source: Phaal et.al, Technology road mapping: linking technology resources to business objectives, Robert Cambridge. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 9
  10. 10. Concurrent ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 10
  11. 11. Motorola Roadmap Matrix • summary of product plans and technology forecast Year 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 Tuning Push button Push button - Synthesizers Touch pad - Synthesizers Voice actuated Selectivity Ceramic resonators SAWs Digital signal processorsSubcarrier function Stereo Paging Data Maps IC technology Linear 5u CMOS 3u CMOS 1u CMOS Display LEDs Liquid crystal Fluorescence Vehicular LAN Single wire Glass fibreDigital modulation 500 kHz bandwidth RECEIVER 1 RECEIVER 2 RECEIVER 3 NEXT GENERATION FUTURE GENERATION PRODUCTS Plus: A NEW SERVICE Stereo Plus: Plus: Stock market Scan Personal Road information Super Hi Fi paging Remote Seek amplifiers Local maps Remote controls Source: Willyard & McClees, 1987 ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  12. 12. Where you can use ?• Product Planning• Service / capability planning• Strategic planning• Long-range planning• Knowledge asset planning• Program planning• Process planning• Integration planning ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 12
  13. 13. Product Planning• Most common type of technology roadmap, relating to the insertion of technology into manufactured products, often including more than one generation of product.• Example: A Philips roadmap, where the approach has been widely adopted (Groenveld, 1997). The example shows how roadmaps are used to link planned technology and product Source: Phaal et.al, Technology road mapping: linking technology resources to business objectives, Robert Cambridge. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 13
  14. 14. Strategic Planning• Includes a strategic dimension, in terms of supporting the evaluation of different opportunities or threats, typically at the business level.• Focuses on the development of a vision of the future business, in terms of markets, business, products, technologies, skills, culture, etc.• Gaps are identified, by comparing the future vision with the current position, and strategic options explored to bridge the gaps. Source: Phaal et.al, Technology road mapping: linking technology resources to business objectives, Robert Cambridge. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 14
  15. 15. Knowledge Asset Planning• Aligning knowledge assets and knowledge management initiatives with business objectives.• This form of roadmap has been developed by the Artificial Intelligence Applications Unit at the University of Edinburgh• (Macintosh et al., 1998), enabling organizations to visualise their critical knowledge assets, and the linkages to the skills, technologies and competences required to meet future market demands. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 15
  16. 16. Process Asset Planning• Supports the management of knowledge, focusing on a particular process area (for example, NPI, TQM)• Focusing on the knowledge flows that are needed to facilitate effective new product development and introduction, incorporating both technical and commercial perspectives. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 16
  17. 17. Integration Planning• Integration and/or evolution of technology, in terms of how different technologies combine within products and systems, or to form new technologies (often without showing the time dimension explicitly).• A NASA roadmap, focusing on ‘technology flow’, showing how technology feeds into test and demonstration systems, to support scientific missions. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 17
  18. 18. Time is a key dimension…prediction / investment Short term Medium term Long termUncertainty / risk of New (?): - Markets - Products - Technologies - Capabilities - Organisational structures - Distribution channels - Competition Time Operations Innovation Strategy What to manufacture? Which products? Which technologies? How many of each model? Which markets? What materials to order? What cost? qualitative focus quantitative focus Source: Phaal et.al, Technology road mapping: linking technology resources to business objectives, Robert Cambridge. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  19. 19. Display technology www.modilis.com/roadmap.htm ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  20. 20. • Technology• Product ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 20
  21. 21. Vision 2050Roadmap• Source:• Vision 2050, The new agenda for business, Project report of the World Business Council for Sustainable Development (WBCSD), ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 21
  22. 22. PLC Source: Karnchana Choomon and Nopporn Leeprechanon, A literature review on technology road-mapping: A case of power-line communication, African Journal of Business Management Vol. 5(14), pp. 5477-5488, 18 July, 2011 ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 22
  23. 23. Building a Technology Roadmap • STEP 1: What do you do Now? • STEP 2: How do you do it? • STEP 3: Where are you today? • STEP 4: Where do you want to be? • STEP 5: How are you going to get there? ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  24. 24. Roadmapping Tools STEEPI (Social, Technological, Market Foresight Economic, Environmental, Drivers Technology Intelligence Political, Infrastructural Trends & Drivers)SWOT t Scenario(Strengths, MarketWeaknesses, Business InnovationOpportunities, System ProductThreats) Structure (taxonomy) Service Scaleable System (hierarchy) Technology Resources Valuation / Portfolio Balanced scorecard Linking grids Source: Phaal et.al, Technology road mapping: linking technology resources to business objectives, Robert Cambridge. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  25. 25. Roadmapping challenges 50 45 40 Response (%) 35 30 25 20 15 10 5 0 Starting up Developing a Roll-out of Keeping the Other the TRM robust TRM the TRM TRM process process process process alive on an ongoing basis Source: CTM survey, 1999 ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  26. 26. Structure and prioritisation Technology Roadmap time Business / Market drivers Business / Product features Market Product / Product features Technology solutions Service / Production Technology / Resources Analysis Grids Source: Phaal et.al, Technology road mapping: linking technology resources to business objectives, Robert Cambridge. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  27. 27. Combine multiple perspectivesPerspective Fundamental Information Current Route forward Vision questions type Time Now +2y +5y + 10 y When? Market (Internal) (external) Business Market Why? Drivers Drivers Commercial Business Strategy Pull Needs Product Roadmap framework supports Product Service What? Form management of strategic innovation Function System Performance Push Technology Technology Infrastructure How? Solutions Resources Capabilities Resources Resources / Other Source: Phaal et.al, Technology road mapping: linking technology resources to business objectives, Robert Cambridge. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  28. 28. Success factors Response (%) 0 10 20 30 40 50 60 70 80 Clear business need Desire to develop effective business processes Company culture & politics supported participation / progress Right people / functions were involved Commitment from senior management Required data / information / knowledge available Timing of initiative was appropriate Clear and effective process for developing TRM Effective tools / techniques / methods Effective facilitation / training Other Source: CTM survey, 1999 ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  29. 29. Barrier to success ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 29
  30. 30. T-Plan Source: Phaal et.al, Technology road mapping: linking technology resources to business objectives, Robert Cambridge.ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 30
  31. 31. Elements Where we are now GAP Where we want to be in futurBusiness / Manufacturer Market and Application Knowledge Innovating/own IP Contract Developer Understanding risk Exploiter/DelivererMarket No Growth Track Record In R&D Fast growth “No” IP pipeline Sufficient resources to accommodate Good Manufacturer any failuresCapability / Devices IP generation Advanced products Market area 1, 2 Experience in Regulation & Application New productsProducts Manufactureand assembly No product pipeline Regulatory Resourcing for R&DTechnology Device know-how Science Gap, No Pipeline Key technology area 1 Eng. Sci & Dev Eng. Critical Tech elements Phyiscsm Chemistry,Science(Critical) Manufacturing know how Lack of market understanding Engineering & ManufacturingOrganisation Two companies IP generation exploitation skills Three cultures - Ops/PM/R&D At least two cultures Risk taking/empowerment One company (coherent) Hierarchical/rigid Entrepreneurship High reward - high performance Ops dominated Institutionalised geographic separation networked and knowledge-based ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 31
  32. 32. Factors to bridge the gap Market Identify future of market sectors A & B and key application Establish contacts with key consumer groups Establish contacts with key stakeholder groups 1, 2 & 3 Business Survey customers for their requirements Communicate strategy (shareholders) Product Resource planning IT strategy Technology Agree and communicate strategy Identify resource requirements and start recruitment and training Focussed review of informatics & formulation resource needs (people/facilities) Communicate market knowledge Review project portfolio - focus on critical few (matching market / stop doing some things) Generate key technology strategy and timeline Develop knowledge management tools Organisation Establish R&D organisation Clarify roles and relationships S&T/R&D/Advanced Services/Man Tech Develop organisation objectives / vision metrics Succession management Develop and implement skills Design, train and implement culture change ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
  33. 33. Implementation ProcessPhase I. Preliminary activityDefine the scope and boundaries for the technology roadmap. Satisfy essential conditions.Phase II. Development of the Technology Roadmap1. Identify the “product” that will be the focus of the roadmap.2. Identify the critical system requirements and their targets.3. Specify the major technology areas.4. Specify the technology drivers and their targets.5. Identify technology alternatives and their time lines.6. Recommend the technology alternatives that should be pursued.7. Create the technology roadmap report.Phase III. Follow-up activity1. Critique and validate the roadmap.2. Develop an implementation plan.3. Review and update. ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 33
  34. 34. Process Flow• Top management• Senior management• Mid management• Individual contributors ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 34
  35. 35. SummaryBenefits of road mapping:• A focus for integrated strategic planning• Can be applied in a wide range of contexts• Supports communication and network developmentChallenges of road mapping:• Only a tool• Maintaining the dynamics process• The process and roadmap typically need to be customised ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management

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