Living Labs In Ict

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Living Labs In Ict

  1. 1. FITT (Fostering Interregional Exchange in ICT Technology Transfer)
  2. 2. Living Labs <ul><ul><li>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. </li></ul></ul><ul><ul><li>Nature of reusability: Living Labs are widely applicable for all applications in need of wide and truly user feedback, taking into account all stakeholders </li></ul></ul><ul><ul><li>Case is mostly generic </li></ul></ul><ul><ul><li>Quality/Nature of stakeholders: Mostly B2C, but also possible for B2B </li></ul></ul><ul><ul><li>Processes related to case: business model decision, marketing, evaluation </li></ul></ul>
  3. 3. Living Labs as a platform for real life testing: opportunity & potential detection 02/07/2009 Prof. Lieven De Marez IBBT-iLab.o
  4. 4. IBBT iLab.o?
  5. 5. 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 =
  6. 6. Why Living Labs? Open innovation platforms … to ‘ overcome systematic failures’ <ul><li> Many failures ~ failing potential estimation </li></ul><ul><li>e.g. Mobile Television Finland (2006) </li></ul><ul><li>= Being user-centric? Ok … but too fragmented ( one shot ) </li></ul>
  7. 7. <ul><li> continuous user feedback (through all NPD-stadia) </li></ul>Living Labs @ IBBT - iLab.o … … transcending ‘one shot user feedback approach’ Shaping Potential Identification / BM / Introduction Opportunity identification
  8. 8. <ul><li>ROMAS – i-City Living Lab (wls cities) ca. 600 test users (2007) </li></ul><ul><li>Opportunities for mobile city applications? </li></ul>Living Labs @ IBBT - iLab.o … … opportunity identification Focus Groups Alpha’s + (un)familiar 80 ideas Interest & Requirements Survey (N:450)
  9. 9. Living Labs @ IBBT - iLab.o … … opportunity identification Focus Groups Alpha’s + (un)familiar 80 ideas Interest & Requirements Survey (N:450) Profiling - Observation – Diaries – Photo Elicitation -Interviews Development e.g. Mobile News Usability Testing Logging & Evaluation Shaping Potential Identification / BM / Introduction Opportunity identification
  10. 10. <ul><li>Living Lab 2007-8, app. N: 100 </li></ul><ul><li>Survey (needs) + proxy innovation assessment + diaries + usability + observation + photo-elicitation + focus groups + … </li></ul>Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf)
  11. 11. 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
  12. 12. Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection 17%
  13. 13. 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?
  14. 14. <ul><li>Digital Television, 2004, n: 1006 </li></ul><ul><li>Launch DTV in Flanders: Q3 2005 </li></ul>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
  15. 15. Conclusion: Living Labs@IBBT <ul><li>Believing in user-centric innovation development is one thing … </li></ul><ul><li>… actually achieving it is another (> single shot approach) </li></ul><ul><li>We believe in living labs as ‘ecosystem’ for truly user-centric and more successful innovation development </li></ul><ul><ul><li>Continuous & iterative process (3 metaphors) ! </li></ul></ul><ul><ul><li>Users as the key asset, not technology or devices ! </li></ul></ul><ul><ul><li>Involving users in their natural environment , on a substantial scale, or for longer period ! </li></ul></ul><ul><ul><li>Users as equally important co-creators ! </li></ul></ul><ul><ul><li>Involvement of all stakeholders in the ecosystem ! </li></ul></ul>

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