Living Labs: An ocean of customer-centric methods by Pieter Ballon (ENoLL & iMinds)
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Living Labs: An ocean of customer-centric methods by Pieter Ballon (ENoLL & iMinds)

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Living Labs: An ocean of customer-centric methods by Pieter Ballon (ENoLL & iMinds) at the EBN Tools Forum even in London, October 18-19, 2012

Living Labs: An ocean of customer-centric methods by Pieter Ballon (ENoLL & iMinds) at the EBN Tools Forum even in London, October 18-19, 2012

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Living Labs: An ocean of customer-centric methods by Pieter Ballon (ENoLL & iMinds) Living Labs: An ocean of customer-centric methods by Pieter Ballon (ENoLL & iMinds) Presentation Transcript

  • Living Labs: An ocean of customer-centric methods Pieter Ballon iMinds-iLab.o & ENoLL Pieter.Ballon@iminds.be 1Tools Exchange Forum 2012: An Open Space for Collaboration, London 18 Oct 2012
  • iMinds in a nutshell:Demand driven ICT innovation 1000+ 250+ 700+ Researchers Projects Partners accross 5 universities with the Industry in the iMinds ecosystem 5&2 35 & 14 Dept’s & iLabs Seeds & Spin-offs for research and innovation in the IBBT Incubator program
  • Organized in 5 departments and 2 iLabs
  • A Living Lab is..•  a real-life test and experimentation environment where users and producers co-create innovations•  in a trusted, open ecosystem•  using a validated toolset 4
  • The iLab.o Living Lab
  • The iMinds iLab.o Living Lab Toolbox WK WK 45, november 2010 WK 46, november 2010 WK 47, november 2010 WK 48, december 2010 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 01 02 03 Acht TV Survey selectie respondenten 1d Opmaak vragenlijst 2 days Codering + verzending 2 days Invullen survey 1 week Testing Intake-gesprekken 2 days Presentatie Rapport Survey+Intake Testing period 4 days Focus Groups 2 days Presentatie Final rapport Living LabPanel Methodology Prototyping & Simulate Your EuropeanManagement testing Business Network of We’ll show you howWe’ll find and to set up a living lab We’ll model a rough Co-design of Living Labsmotivate your test- project – e.g. with idea into a usable collaborativeusers LL Analyser and app for daily life and business model on Gateway to 300+ Data Aggregator test it through the fly Living Labs A toolbox for Importance of validated toolbox! FP7, … any project type: ICON, Living Lab, CIP,
  • The iLab.o Living Lab Toolbox: Userpanels§  Recruitment, management and surveying of test users§  Regular representative market reports on all media and ICT usage§  Specific categories including urban youngsters, elderly,… 7
  • The iLab.o Living Lab Toolbox: User datadashboards Currently 6,000+ fully profiled test users Mobile LL appstore with panel of 20,000+ Innovators can have real-time insight in usage
  • The iLab.o Living Lab Toolbox: ApplicationPrototyping and Co-design Tools and methods for rapid application prototyping and co-design with users and other stakeholders
  • The iLab.o Living Lab Toolbox: BusinessModel building and PartnershipsMulti-touch business model consensus-building and simulationReady-to-go Partnerships with Cities, SMEs and other LLs
  • Living Lab Toolbox: Worldwide dimension• ENoLL was launched in 2006 under the Finnish EU Presidency, grown into a non-profit international association representing a diverse community of over 300 ENoLL ‘certified’ Living Labs and 22 core members involved in EU-wide Living Lab testing 20/09//20 20/09/21 12
  • 22 ENoLL Core Members•  iMinds-iLab.o (BE)•  Flemish Living Lab Platform (BE)•  Northern Rural-Urban Living Lab (FI)•  Laurea Living Labs Network (FI)•  HumanTech LivingLab (FI)•  Suuntaamo Tampere Central Region Living Lab (FI)•  Helsinki Living Lab - Forum Virium Helsinki (FI)•  Ways Of Learning for the Future (FR)•  Telecommunication Networks Integrated Services Laboratory (EL)•  Trentino as a Lab (IT)•  Lighting Living Lab (PT)•  i2Cat- Catalonia Digital Lab (ES)•  espaitec Living Lab (ES)•  Bird Living Lab (ES)•  Consorcio Fernando de los Rios Living Lab (ES)•  Botnia Living Lab (SV)•  Manchester Living Lab (UK)•  City Lab Coventry (UK)•  The European Society of Concurrent Enterprising Network (IT)•  Aalto University School of Economics (FI)•  ESADE (ES)•  Finnish Living Lab Network of Universities of Applied Sciences (FI) 20/09//20 20/09/21 12
  • What can you expect from anaccredited Living Lab?§  Better user adoption and better user results (adoption, WTP, user behaviour change)§  Highly innovative crowdsourcing and co-design solutions§  Boost in SME and City innovation and business opportunities
  • More accurate user testing results:DVB-H project (2007) §  Pioneer project in Belgium of mobile television via DVB-H §  Field Trial and Living Lab for Business Modelling and User Research §  App. 100 users §  1 year trial (2007 - 2008) §  Company Partners: Siemens, VRT, Belgacom, Telenet, Option, Scientific Atlanta 14
  • More accurate user testing results: :DVB-H project (2007) Mobiele Televisie 1 vraag vs 3 PSAP vragen Finland, Traditional User Survey Flanders, PSAP method 2006: good potential 50 2007: weak potential 2007: proved to be overestimation 45 40 41% 47% 16,7% 35 30 25 20 15 10 5 0 innovators early adopters early majority late majority laggardsmob tv Finland 1 vraag 1 14 26 47 11mob tv Vlaanderen 1 vraag 2,3 9,2 35,5 25,8 27,2mob tv Vl 3 vragen PSAP 0,7 5,4 10,6 43,7 39,7
  • Better adoption: Digital Television inFlanders (2004) Living Lab project 16
  • DTV Living Lab (2003-2004)§  2003: Pioneer LL project of Digital TV in Flanders§  Partner: Cable operator Telenet (TNT)§  300 Households§  Delay in commercial launch a.o. because of iterative LL process§  Now: §  Market share in Flanders of app. 70% §  Income from digital subscriptions 340 mio €/y §  Leading in interactive services (total market 45 mio €/y) §  Projected growth in line with our forecasts (LL approach diverging from traditional intention surveys) 17
  • TNT later but much better adoption 18
  • IBBT PSAP segmentation forecast DTV segmentation forecast 40 35 30 25 20 15 10 5 0 innovators early adopters early majority late majority laggardsDTV 2004 2,3 14,7 35,6 20,9 21,1
  • PSAP segmentation forecast Q2 2008 2006: 140000 DTV segmentation forecast Q3 2007 40000 Belgacom Q2 07 + 100000 Telenet 40 Q3 06 35 1mio 30 (+882000) 25 20 300000 15 10 138000 5 0 innovators early adopters early majority late majority laggards DTV 2004 2,3 14,7 35,6 20,9 21,1 Q3 05 Q1 06 Q3 07Timing? ½y 2y ? ?
  • Innovative Crowdsourcing and co-design: iCity Living Lab (2006)Opera  Mobile  browser,   Vodafone  Live,   around  2005   around  2005   21
  • Innovative Crowdsourcing and co-design: iCity Living Lab (2006) Apple  iPhone,  °2007   22
  • Innovative Crowdsourcing and co-design: iCity Living Lab (2006) iCity  Living  Lab,  2006   23
  • Now:  Largest  mobile  internet  operator  in  Belgium   24
  • Boost in SME & City innovation: APOLLON – AdvancedPilots of Living Labs Operating in Networks (2009-2012) •  Only 8% of European SMEs have cross-border activities •  Living Labs provide access to local innovation ecosystems and are federated in ENoLL •  Can we use networks of Living Labs to help SMEs innovate and do business abroad? Helping SMEs enter new markets through Piloting cross-border Living Lab Living Labs Networks Common Homecare & ILS Energy Efficiency methodology Common ecosystem approach Common research benchmark eManufacturing Social Media Common platform guidelines Common integration framework
  • Boost in SME & City innovation:APOLLON (2012)•  APOLLON (2012): Method and Living Lab service marketplace for SMEs and Smart Cities •  H e l p S M E s t o adapt to different usage contexts•  Ensure local buy-in•  The Logica Quby case
  • APOLLON Results: SME InternationalTurnover •  Before APOLLON (2008) •  64% of APOLLON SMEs had 0-5% international turnover •  Top-20% had 45-60% of international turnover •  At the end of APOLLON (2012) •  27% of APOLLON SMEs had 0-5% international turnover •  Top-20% had 55-70% of international turnover
  • Boost in SME & City participation and business:APOLLON (2012) Preferred mode of entry in International Markets for SMEs
  • Takeaways§  Living Labs provide an ocean of user-centric and open innovation tools§  Importance of varied and validated toolbox§  Real business impacts and success stories§  European Network of Living Labs is key gateway for SMEs and Cities to Living Lab community 29
  • Thank you!• Find out more…• www.iminds.be• www.openlivinglabs.eu• smartcitiesnetwork.eu• Pieter.Ballon@iminds.be 20/09//20 20/09/21 12