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The Technology Radar - a Tool of Technology Intelligence and Innovation Strategy






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  • The Technology Radar An Instrument of Technology Intelligence and Innovation Strategy René Rohrbeck, Jörg Heuer, Heinrich Arnold IEEE-ICMIT Conference WHEN FREE THEN CALL ME IN INDIA @ +918093128093 RAJESH KUMAR SINGH
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The Technology Radar - a Tool of Technology Intelligence and Innovation Strategy The Technology Radar - a Tool of Technology Intelligence and Innovation Strategy Presentation Transcript

  • The Technology Radar An Instrument of Technology Intelligence and Innovation Strategy René Rohrbeck, Jörg Heuer, Heinrich Arnold IEEE-ICMIT Conference, Singapore 21st – 23rd June 2006
  • Abstract. Motivation, approach and conclusions.  The growing competition in consumer markets is forcing industry to explore new ways to foster product and service innovations Motivation  The Deutsche Telekom Laboratories have introduced a tool to foster its technology intelligence capabilities: The Technology Radar  This paper is used to share best practices and seeks to advance research in the field of technology intelligence (TI)  The presentation of the tool consists of goals, method, some exemplary findings and its role in technology management Approach  The paper closes with lessons learned, key success factors and recommendations for the introduction of an TI system  Value created by the Technology Radar consists of … …top management attention Conclusions …stimulation of innovation …direct introduction of external views and impulses …fostering of the absorptive capacity Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 1
  • I. Introduction. Definitions of technology intelligence. Provision of relevant information on technology and the evaluation of their impact on the corporation. This information is then on the one hand used for decision making in R&D and in corporate strategy; on the other hand it is used to increase the Technology Intelligence awareness of the operating units for upcoming opportunities and risks as well as prepare the receptiveness of the organization for R&D results. The process consists of gathering, assessing and communicating technological opportunities and threats. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 2
  • II. Goals. Of the Technology Radar.  Early identification of technologies, technological trends and Goals of the technological shocks Technology  Raising the attention for the threats and opportunities of Radar technological development  Stimulation of innovation Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 3
  • III. Method. Process Overview. Identification Selection Assessment Dissemination Innovation ? ? Strategy ? ? ? ! ? ? ! ! ? ? CTOs and CMOs ! ? ? ! ! of SBUs ? ? ? ! ? ? ? ? R&D and Product Managers Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 4
  • II. Method. Assessment. Assessment Technology Radar high 2 Market impact Potential market size Cost savings 3 Disruptive potential 1 low DTAG Relevance High high low Technological realization complexity Medium Low Complexity Implementation risk Cost Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 5
  • III. Method. Dissemination main document. Dissemination Technology Radar Screen Key Message Net $100 Laptop Core rk o Servwork ices Netw Recent technological advances and efforts to eliminate the existing overhead in Molecular today‟s software designs will bring laptops to price points below $100/unit incl. Computing Anti Spam $10 or more contingency/profit. A $ 100 Laptop will have a 500 MHz CPU with Adapt. Opt. Networks Concepts Network Linux and 1 GB HD, 1 mega-pixel full-color screen with 12‟‟ diagonal and will be GENI Coding WiFi and cell phone-enabled. DTN Equip. Ident. XML Routers SOA SIP Connect Innovation: Telecom operators could subsidize laptops, making them Quantum EPC virtually free, and tying them to service subscriptions (e.g. broadband, Cryptography UIP cellular, music or video on demand). End rvice 802.22 WRAN Ne ccess Se rk Open Source Router Quadruple Play two -Us s AITF Protocol UMA µTCP/IP Storage Bricks A Retinal er VoWiMAX VA Search CR Systems Ad hoc & Mesh Networks Carrier-Independent LBS Display DRM DSRC Profile Embarq Web 2.0 IMS RFID-DRM Participatory KeyStroke Recog. Place Shifting Vis. Search Interface RoF Media DLNA RFID Blocker PON Superdistribution 802.11s 802.16 IPTV High Precision. Loc. Interactive Explor. Table WiMAX, Wibro VoWLAN Media RSS $100 Laptop RSS 2.0 Trusted Computing MIH obile Aspect-oriented Function- Desktop-2-Go Ajax SW Devel. Fixed & Mes Galileo Cross M5 Atom 1.0 DReaM Devic Web API’s Virtual Directories Ma esen Self Config. Stratellites Pr al rke ce Mobile Dev. SPIT Nano t Satellites Ma ady Re IGRS rke DTAG Relevance ITop Home t Pro ncep Co High du t Ap sear ct Re plie ch Medium Ba sear Re d sic ch Low Text Bold = new featured Technology Profile Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 6
  • III. Method. Dissemination add-ons. Dissemination Selected Profiles  In depth coverage of one specific topic from scouting to feature paper to workshop. Feature Definition of Focus Topic Feature Paper Workshop  Based on selected technology profiles an expert workshop is set up in order to discuss recent Paper trends and innovative developments related to the feature paper. Focus Topic  The outcome of the workshop are scenarios that reflect the experts„ view in the defined topic. Semantic Infrastructure “meaning”  Based on the Silicon Valley Innovation Panel, where T-Labs representatives met with industry Service Infrastructure Virtualization Utilization Infrastructure Innovation leaders, university professors, venture capitalists, start up companies and Silicon Valley Panel “source” “sink” Delivery visionaries, virtualization has been identified as an overarching trend and is featured in the Infrastructure “conduit” Innovation Panel Report. Derived from selected business, technology, and R&D trends detailed opinion papers are Opinion  created. Papers  Opinion papers are created by DTAG experts and reflect the view of DTAG on a certain topic.  The Technology Profiles are presented and discussed among the external researchers and experts. Then the researchers reflect on the profiles and cluster these to larger underlying Trend Technology Profiles trends which are presented in a workshop. Selection of 8 Key Trends Workshops Innovation Idea Innovation Idea Innovation Idea Innovation Idea These trends are then consolidated into key trends and further defined and shaped with Innovation Idea Innovation Idea Innovation Idea Innovation Idea Clustering of Trends  experts. Innovation Idea “Stanford Method“ Workshop Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 7
  • IV. Technological Findings. Feature paper, opinion paper, trend workshop. Dissemination “You should virtualize away technology, so that you can really think about what customers want Semantic Infrastructure “meaning” rather than what technology can do.” Service Utilization “Virtualization” As a framework for the analysis, the impact of technology has been investigated, as well as market and social reaction to virtualization across the three major ICT infrastructure areas – (1) delivery – comprising networks Infrastructure Infrastructure Virtualization Feature “source” “sink” Delivery and technical platforms, (2) service – encompassing specific configurations, processes and underlying IT, Paper Infrastructure “conduit” and (3) utilization – being made up of terminal devices and user interfaces. These three „traditional‟ components of value creation at telcos were complemented with a fourth area – semantics – an emerging set of technologies and trends. “Intelligent User Interfaces will become for telcos, what product design is for the manufacturing industry.” “Intelligent User Today different forms of communication are defined more often by the interface that is used for establishing Interface” the communication than by the underlying transport technology. For instance, E-Mail and Instant Messaging both use the Internet for message transport but mainly vary in user interface. In future NGN dominated Opinion worlds, the major remaining form of differentiation between communication services will be the user Papers interface. What design is for manufactured products, intelligent user interfaces will become for telco services. “As the communication becomes a kind of content transfer, the consumer becomes a prosumer.” Technology Profiles “Private Content Communities and social software are on the rise. People always liked to show what they are doing. Now, Goes Public” Selection of 8 Key Trends thanks to current technological development, they can do it on a global level nearly for free. Sharing Innovation Idea Innovation Idea Innovation Idea Innovation Idea Innovation Idea Innovation Idea Trend Workshops personal content in the web is becoming common place: your private photo album, your favourite playlist, Clustering of Trends Innovation Idea Innovation Idea Innovation Idea “Stanford Method“ Workshop your personal views, all in the internet. More and more people share their experiences and opinions using “long tail content” concepts like blogs and become content producers. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 8
  • V. Value Created… …by the Technology Radar.  Top management attention by… …creating a document that “sits on the desks of the CTOs and CMOs  Stimulation of innovation by… …bringing together people and projects throughout the DTAG Value created …raising the attention for specific issues  Direct Introduction of external views and impulses by …bringing external information directly to top management  Fostering the absorptive capacity by …enabling the management of large amount of topics at the same time Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 9
  • VI. Lessons learned. By the Technology Radar introductions.  Radar Screen is a powerful format for the top aggregation level  Choose scouts with the ability to see beyond a product or technology to its hidden opportunities Best practices  Choose scout with a large relevant, social network  Portfolio approach for the technology rating is good method for its intuitive usage  Define and describe clearly the criteria used for technology rating Further  Online dissemination with interaction functionalities development steps  Enabling the long reach from the reader to the source of information Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 10
  • References. References (1/4) Aligica, P. D. (2005) Scenarios and the growth of knowledge: Notes on the epistemic element in scenario building. Technological Forecasting & Social Change, 72, 815–824. Arnold, H. M. (2003) Technology Shocks-origins, Management Responses and Firm Performance. Heidelberg and New York: Physica Verlag Springer-Verlag GmbH & Co.KG. Ashton, W. B. (1997) Tech intelligence survey finds few are world-class. Research Technology Management, 40, 3-5. Bengisu, M. and R. Nekhili (2006) Forecasting emerging technologies with the aid of science and technology databases. Technological Forecasting and Social Change, 73, 835-844. Blind, K., K. Cuhls and H. Grupp (1999) Current Foresight activities in Central Europe. Technological Forecasting & Social Change, 60, 15-36. Carlson, L. W. (2004) Using Technology Foresight to Create Business Value. Research Technology Management, 47, 51-60. Chermack, T. J. (2005) Studying scenario planning: Theory, research suggestions, and hypotheses. Technological Forecasting & Social Change, 72, 59–73. Cohen, W. M. and D. A. Levinthal (1990) Absorptive-Capacity - a New Perspective on Learning and Innovation. Administrative Science Quarterly, 35, 128-152. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 11
  • References. References (1/4) Gerybadze, A. (1994) Technology forecasting as a process of organisational intelligence. R & D Management, 24, 131. Hauptmann, O. and S. L. Pope (1992) The process of applied technology forecasting: a study of executive analysis, anticipation, and planning. Technological Forecasting & Social Change, 42, 193-211. Hoetker, G. (1999) Patterns in patents: Searching the forest not the trees. EContent, 22, 37-45. Katz, R. and T. J. Allen (1982) Investigating the Not Invented Here (Nih) Syndrome - a Look at the Performance, Tenure, and Communication Patterns of 50 R-and-D Project Groups. R & D Management, 12, 7-19. Kuwahara, T. (1999) Technology Forecasting Activities in Japan. Technological Forecasting & Social Change, 60, 5- 14. Lee, S. and Y. Park (2005) Customization of technology roadmaps according to roadmapping purposes: Overall process and detailed modules. Technological Forecasting & Social Change, 72, 567–583. Lichtenthaler, E. (2005) The choice of technology intelligence methods in multinationals: towards a contingency approach. International Journal of Technology Management, 32, 388-407. Norling, P. M., J. P. Herring, W. A. Rosenkrans, Jr., M. Stellpflug and S. B. Kaufman (2000) Putting competitive technology intelligence to work. Research Technology Management, 43, 23-28. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 12
  • References. References (1/4) Pappas, C. (1984) Strategic Management of Technology. Journal of Product Innovation Management, 1, 30-35. Patton, K. M. (2005) The role of scanning in open intelligence systems. Technological Forecasting & Social Change, 72, 1082–1093. Phaal, R., C. Farrukh, R. Mitchell and D. Probert (2003) Technology roadmapping: Starting-up roadmapping fast. Research Technology Management, 46, 52-58. Phaal, R., C. J. P. Farrukh and D. R. Probert (2006) Technology management tools: concept, development and application. Technovation, 26, 336–344. Porter, A. L., A. T. Roper, T. W. Mason, F. A. Rossini and J. Banks (1991) Forecasting and Management of Technology: John Wiley & Sons Inc Postma, T. J. B. M. and F. Liebl (2005) How to improve scenario analysis as a strategic management tool? Technological Forecasting & Social Change, 72, 161–173. Rohrbeck, R., J. Heuer, and H. M. Arnold (2006) "The Technology Radar - an Instrument of Technology Intelligence and Innovation Strategy" The 3rd IEEE International Conference on Management of Innovation and Technology: Singapore, pp. 978-983 Rohrbeck, R. (2010) "Harnessing a network of experts for competitive advantage - Technology Scouting in the ICT industry" R&D Management, 40(2), 169-180. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 13
  • References. References (1/4) Schmoch, U. (1999) Patent statistics in the age of globalisation: new legal procedures, new analytical methods, new economic interpretation. Research Policy, 28, 377-396. Shehabuddeen, N., D. Probert and R. Phaal (2006) From theory to practice: challenges in operationalising a technology selection framework. Technovation, 26, 324–335. Vicente, J. M. and F. Palop (1996) Technology monitoring and industrial diversification: A diversification project of an endogamic monoclonal industrial fabric by disseminating innovation opportunities. International Journal of Technology Management, 12, 449-461. Weimer-Jehle, W. (2006) Cross-impact balances: A system-theoretical approach to cross-impact analysis. Technological Forecasting & Social Change, 73, 334–361. Wells, R., R. Phaal, C. Farrukh and D. Probert (2004) Technology Roadmapping for a Service Organization. Research Technology Management, 47, 46-51. Wolff, M. F. (1992) Scouting for Technology. Research Technology Management, 35, 10. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 14