Last year at Flex, PARC CEO Mark Bernstein talked about the importance of building an ecosystem when working in emerging technologies such as flexible and printed electronics [this slideshow is available in our channel here].
But let's admit this: flexible electronics is not an emerging market -- it's an enabling technology. The market includes supply-chain logistics, medical devices, photovoltaics, lighting, structural health monitoring, consumer packaged goods, toys and games, etc. Each of these has different technical demands, distribution and support requirements, and adoption challenges.
So how do companies and organizations that have such enabling or emerging technologies, competencies, and/or customers identify and address their potential markets? Especially when balancing the need to choose the right markets to focus on, while remaining flexible (no pun intended!) enough to change as market conditions dictate?
While PARC has had a legacy of creating foundational research and evolving its competencies in this arena, we are now focused on "building an ecosystem" for flexible and printed electronics. In short, we're implementing -- not just describing -- how to fulfill the promise of the vision outlined last year.
Because simply having expertise and demonstrating feasibility alone do NOT a commercial reality make. We have to work together to "seize the white spaces" between technology opportunity, business opportunity, and market reality. And the dialogue between those that understand what's needed -- and those that understand what's possible -- will enable new opportunities neither of us could have come up with alone.