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

    1. 1. 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
    2. 2. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 1 Abstract. Motivation, approach and conclusions. Motivation  The growing competition in consumer markets is forcing industry to explore new ways to foster product and service innovations  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) Approach  The presentation of the tool consists of goals, method, some exemplary findings and its role in technology management  The paper closes with lessons learned, key success factors and recommendations for the introduction of an TI system Conclusions  Value created by the Technology Radar consists of … …top management attention …stimulation of innovation …direct introduction of external views and impulses …fostering of the absorptive capacity
    3. 3. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 2 I. Introduction. Definitions of technology intelligence. 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 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.
    4. 4. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 3 II. Goals. Of the Technology Radar. Goalsofthe Technology Radar  Early identification of technologies, technological trends and technological shocks  Raising the attention for the threats and opportunities of technological development  Stimulation of innovation
    5. 5. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 4 III. Method. Process Overview. Selection Assessment DisseminationIdentification ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ! ! ! ! ! ! ! Innovation Strategy CTOsandCMOs ofSBUs R&D and ProductManagers
    6. 6. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 5 II. Method. Assessment. TechnologyRadar Technological realization complexity Marketimpact high low lowhigh 1 2 3 DTAGRelevance High Medium Low Assessment Potential market size Disruptive potential Cost savings Complexity Implementation risk Cost
    7. 7. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 6 Text Bold = new featured Technology Profile Market Ready Core Network Fixed&Mobile Devices AccessNetwork Market Presence Product Concept Applied Research Basic Research NetworkServices Cross-Functional End-User Services SIP ConnectSIP Connect Vis. Search Interface Carrier-Independent LBS AITF Protocol EPC VoWiMAX M5 SPIT RoF MIH KeyStroke Recog. IPTV Desktop-2-Go Aspect-oriented SW Devel. Adapt. Opt. Networks VirtualDirectories Ad hoc & Mesh Networks UMA Superdistribution PON µTCP/IP $100 Laptop Open Source RouterOpen Source Router XML RoutersXML Routers SOASOA UIPUIP Quantum Cryptography Quantum Cryptography Galileo Trusted ComputingTrusted Computing DRMDRM 802.11s802.11s Stratellites IMS Anti Spam Concepts RSS 2.0 Ajax Atom 1.0 CR Systems Embarq Equip. Ident.Equip. Ident. VoWLAN 802.16 WiMAX, Wibro Interactive Explor. Table Interactive Explor. Table Media RSS Participatory Media Quadruple Play Self Config. Mobile Dev. Self Config. Mobile Dev. 802.22 WRAN DLNA RFID Blocker VA Search Nano Satellites Network Coding GENIGENI Web API’s DReaM Place Shifting DSRC RFID-DRM IGRS ITop Home Storage Bricks DTN Web 2.0 Retinal Display Molecular Computing High Precision. Loc. III. Method. Dissemination main document. Dissemination TechnologyRadarScreen $100Laptop Innovation:Telecom operatorscouldsubsidizelaptops,makingthem virtuallyfree,andtyingthem toservicesubscriptions(e.g.broadband, cellular,musicorvideoon demand). Recent technological advances and efforts to eliminate the existing overhead in today‟s software designs will bring laptops to price points below $100/unit incl. $10 or more contingency/profit. A $ 100 Laptop will have a 500 MHz CPU with Linux and 1 GB HD, 1 mega-pixel full-color screen with 12‟‟ diagonal and will be WiFi and cell phone-enabled. KeyMessage Profile DTAG Relevance High Medium Low
    8. 8. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 7 III. Method. Dissemination add-ons. Dissemination  The Technology Profiles are presented and discussedamong the external researchers and experts. Then the researchers reflect on the profiles and cluster these to larger underlying trends which are presented in a workshop.  These trends are then consolidatedinto key trends and further defined and shaped with experts. Trend Workshops  In depth coverage of one specifictopic from scouting to feature paper to workshop.  Based on selected technology profiles an expert workshop is set up in order to discuss recent trends and innovativedevelopmentsrelated to the feature paper.  The outcome of the workshop are scenariosthat reflect the experts„ view in the defined topic. Feature Paper  Derived from selected business, technology, and R&D trends detailed opinionpapers are created.  Opinionpapers are created by DTAG experts and reflect the view of DTAG on a certain topic. Opinion Papers  Based on the SiliconValley InnovationPanel, where T-Labs representativesmet with industry leaders, university professors, venture capitalists,start up companies and SiliconValley visionaries,virtualization has been identified as an overarching trend and is featured in the InnovationPanel Report. Innovation Panel Technology Profiles Innovation Idea Innovation Idea Innovation Idea Selection of 8 Key Trends Clustering of Trends “Stanford Method“ Workshop Innovation Idea Innovation Idea Innovation Idea Innovation Idea Innovation Idea Innovation Idea Technology Profiles Innovation Idea Innovation Idea Innovation Idea Selection of 8 Key Trends Clustering of Trends “Stanford Method“ Workshop Innovation Idea Innovation Idea Innovation Idea Innovation Idea Innovation Idea Innovation Idea Definition of Focus Topic Selected Profiles Feature Paper Workshop Focus Topic Definition of Focus Topic Selected Profiles Feature Paper Workshop Focus Topic Service Infrastructure “source” Utilization Infrastructure “sink” Virtualization Delivery Infrastructure “conduit” Semantic Infrastructure “meaning” Service Infrastructure “source” Utilization Infrastructure “sink” Virtualization Delivery Infrastructure “conduit” Semantic Infrastructure “meaning”
    9. 9. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 8 IV. Technological Findings. Feature paper, opinion paper, trend workshop. Dissemination “Private Content GoesPublic” Trend Workshops “Virtualization” Feature Paper “IntelligentUserInterfaceswill becomefor telcos,whatproductdesignisforthemanufacturing industry.” Today differentformsof communicationare defined moreoften by the interface that is used for establishing the communicationthan by the underlyingtransporttechnology.For instance,E-Mailand InstantMessaging both use the Internetfor message transportbut mainlyvary in user interface. In futureNGN dominated worlds, themajorremainingform of differentiationbetween communicationservices will be the user interface. What design is for manufacturedproducts,intelligentuser interfaces will become for telco services. “IntelligentUser Interface” Opinion Papers “Youshouldvirtualizeawaytechnology,sothatyoucanreallythinkaboutwhat customerswant ratherthanwhat technologycando.” As a framework for the analysis,the impactof technology has been investigated,as well as marketand social reaction to virtualizationacross the three majorICT infrastructure areas – (1) delivery– comprisingnetworks and technical platforms,(2) service – encompassingspecific configurations,processes and underlyingIT, and (3) utilization – being made up of terminaldevices and user interfaces. These three „traditional‟ componentsof value creation at telcos were complementedwith a fourtharea – semantics – an emerging set of technologiesand trends. Technology Profiles Innovation Idea Innovation Idea Innovation Idea Selection of 8 Key Trends Clustering of Trends “Stanford Method“ Workshop Innovation Idea Innovation Idea Innovation Idea Innovation Idea Innovation Idea Innovation Idea Technology Profiles Innovation Idea Innovation Idea Innovation Idea Selection of 8 Key Trends Clustering of Trends “Stanford Method“ Workshop Innovation Idea Innovation Idea Innovation Idea Innovation Idea Innovation Idea Innovation Idea Service Infrastructure “source” Utilization Infrastructure “sink” Virtualization Delivery Infrastructure “conduit” Semantic Infrastructure “meaning” Service Infrastructure “source” Utilization Infrastructure “sink” Virtualization Delivery Infrastructure “conduit” Semantic Infrastructure “meaning” “Asthecommunicationbecomesakindofcontenttransfer,theconsumerbecomesa prosumer.” Communitiesand social software are on the rise. People always likedto show what they are doing.Now, thanksto currenttechnologicaldevelopment,they can do it on a global level nearly for free. Sharing personal content in the web is becomingcommonplace: your privatephoto album,your favouriteplaylist, your personal views, all in theinternet.Moreand morepeople share theirexperiences and opinionsusing “longtail content”concepts like blogs and become content producers.
    10. 10. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 9 V. Value Created… …by the Technology Radar. Valuecreated  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 …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
    11. 11. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 10 VI. Lessons learned. By the Technology Radar introductions. Bestpractices  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  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 development steps  Online dissemination with interaction functionalities  Enabling the long reach from the reader to the source of information
    12. 12. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 11 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.andR.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 andH.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. andD.A.Levinthal (1990) Absorptive-Capacity - a New Perspective on Learning and Innovation. Administrative Science Quarterly, 35, 128-152. References.
    13. 13. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 12 References (1/4) Gerybadze,A.(1994) Technology forecasting as a process of organisational intelligence. R & D Management, 24, 131. Hauptmann,O.andS.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.andT. 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.andY. 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 andS.B. Kaufman (2000) Putting competitive technology intelligence to work. Research Technology Management, 43, 23-28. References.
    14. 14. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 13 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 andD.Probert(2003) Technology roadmapping: Starting-up roadmapping fast. Research Technology Management, 46, 52-58. Phaal,R.,C.J. P.FarrukhandD.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.RossiniandJ. Banks (1991) Forecasting and Management of Technology: John Wiley & Sons Inc Postma,T. J. B. M.andF.Liebl(2005) How to improve scenario analysis as a strategic management tool? Technological Forecasting & Social Change, 72, 161–173. Rohrbeck,R.,J. Heuer,andH.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. References.
    15. 15. Rohrbeck_Heuer_Arnold_(2006)_Technology-Radar.ppt 14 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.ProbertandR.Phaal(2006) From theory to practice: challenges in operationalising a technology selection framework. Technovation, 26, 324–335. Vicente, J. M. andF.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.FarrukhandD.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. References.

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