FITT (Fostering Interregional Exchange in ICT Technology Transfer)
A Living Lab is a method for user-centric innovation by providing the testing facility in a real life user environment, able to feedback all necessary customer experience and make appropriate decisions about the final go to market or even to detect new opportunities. There is also a European Network of Living Labs (ENoLL) setting up a common methodology.
Nature of reusability: Living Labs are widely applicable for all applications in need of wide and truly user feedback, taking into account all stakeholders
Case is mostly generic
Quality/Nature of stakeholders: Mostly B2C, but also possible for B2B
Processes related to case: business model decision, marketing, evaluation
Living Labs as a platform for real life testing: opportunity & potential detection 02/07/2009 Prof. Lieven De Marez IBBT-iLab.o
Why Living Labs? Today’s ICT environment Industry Convergence Increased Competition Shortened Life Cycles Only Incremental Innovation Failing Innovation Even more Competition Living Lab A Unique Environment to Experiment with Real Innovation, with Users and the Complete Value Network =
Why Living Labs? Open innovation platforms … to ‘ overcome systematic failures’
Many failures ~ failing potential estimation
e.g. Mobile Television Finland (2006)
= Being user-centric? Ok … but too fragmented ( one shot )
continuous user feedback (through all NPD-stadia)
Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf)
Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf) Needs & Wants? Wtp ? User profiles ? Usage Contexts Rational Emo Emo Prime time classical TV Sleep 12:00 18:00 00:00 06:00 Rational 19:00 08:00 Potential for new prime Times Potential for new prime Times Potential new Mobile TV prime times
Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection 17%
Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection Mass Market Potential ? As promising as abroad? No, but … Finland, 1 intention Q 2006: promising potential 2007: overestimation 17% 41% 3 Q 1 Q Flanders, 3 intention Q’s Modest Potential No Mass Market Potential 40% 1 Q Potential in Finland = potential in Flanders?
Digital Television, 2004, n: 1006
Launch DTV in Flanders: Q3 2005
Living Labs @ IBBT - iLab.o … … Digital Television: potential detection Timing? ½ y 2 y ? ? Q3 06 138000 300000 +882000 Q3 2007 2006: 140000 40000 Belgacom + 100000 Telenet Q3 05 Q1 06 Q3 07
Conclusion: Living Labs@IBBT
Believing in user-centric innovation development is one thing …
… actually achieving it is another (> single shot approach)
We believe in living labs as ‘ecosystem’ for truly user-centric and more successful innovation development
Continuous & iterative process (3 metaphors) !
Users as the key asset, not technology or devices !
Involving users in their natural environment , on a substantial scale, or for longer period !
Users as equally important co-creators !
Involvement of all stakeholders in the ecosystem !