The document describes Sirris' services for helping companies develop smart products. It outlines a methodology for identifying smart product opportunities involving 4 dimensions: making products more self-conscious, ambient-conscious, ecosystem-conscious, and user-conscious. The methodology involves spotting opportunities, positioning strategies across technology, market, engineering and business themes, and exploring/planning implementation. Sirris offers workshops called Smart Product Bootcamps to help companies apply this methodology to generate new product ideas and implementation plans.

1. Let’s Smarten Your Product!
Sirris Diepenbeek – 11/12/2012
het collectief centrum van de Belgische technologische industrie

2. More information can be found:
Olivier Gramaccia
business development manager Smart Products
Liège Science Park
Rue du Bois Saint-Jean, 12 mobile: +32 491 869186
BE-4102 Seraing olivier.gramaccia@sirris.be
Belgium www.sirris.be
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 2

3. Context
• Part of this material has been published
• The art of Crafting Smart Products
• Dedecker, Codenie, Deleu, Vermael, Lantini
• Pages 79-93
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 3

4. Disclaimer
• Sirris is de auteur en heeft derhalve de volledige
auteursrechten op de door haar ontwikkelde methode van
“smarten your product”. Sirris heeft tevens diverse merknamen
gedeponeerd (pending grant) die haar aanbod van
dienstverlening met betrekking tot smart products
kenmerken.
• Niets onder bescherming van het auteursrecht toebehorend
aan Sirris noch door Sirris deponeerde merken mogen zonder
toestemming van Sirris aangewend worden.
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 4

5. SMART as a Product or Technology Strategy
Sirris & Agoria identified this theme
as highly important for the technology industry
because of its disruptive potential
to create new innovative products
and so creating sustainable growth
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 5

6. Definition of SMART: a tentative consensus
A Smart Product
• uses information about itself, other products, or its
environment
• to provide new or multiple functionalities
• that are able to differentiate the product in a particular
market
A smart technology
• can be turned into an offering
• that enables other products to become smart products
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 6

7. • Smart composites
• Smart body protection
• Smart eco-system infrastructure
• Smart learning
• Smart systems
• Smart fertilizing
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 7

8. Too many opportunities…
• Technology related themes
• E.g. Material based technologies and ICT
• Product & market related themes
• E.g. New application domains
• Product engineering related themes
• E.g. Key design constraints (safer, faster,…)
• Business related themes
• E.g. new business models
 Clearly a more complex discussion combining
new investments, new revenue streams, new markets…
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 8

9. Where to start?
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 9

10. Smart Products & new business models
have great potential, but many challenges remain…
• Can be very disruptive to apply
• Need for out of the box thinking
• Which technologies to apply?
• Need for technology watch specifically for Smart Products
• Which are the specific opportunities for your product?
• E.g. Personalized content search (still available restos on Saturday)
• E.g. wake up call combining planning and traffic information
 Need for a structured think framework
• Can have a large impact not only on the product but also the
business model
• Need for careful realization planning
• Need for risk assessment
© sirris | www.sirris.be | info@sirris.be | 21-12-2012 10

11. Let’s Smarten your plastic product
het collectief centrum van de Belgische technologische industrie

12. Smart in your Company Case…
Opportunity Smart Smart Realization
Spotting Positioning Exploration plan
• Self Conscious • Product & market • Finding the right • Business model & Risk
building blocks Analysis
• Ambient Conscious • Business related • Technology evaluation
• Experimentation
• Eco-system Conscious • Technology related • Technology scouting
• KSF’s
• User Conscious • Product engineering • Network building
• Specific opportunities
options themes scenarios decision
© sirris 2010 | www.sirris.be | info@sirris.be | 21-12-2012 12

13. Round 1:
Smart Opportunity Spotting
het collectief centrum van de Belgische technologische industrie

14. Smart in your Company Case…
Opportunity Smart Smart Realization
Spotting Positioning Exploration plan
• Self Conscious • Product & market • Finding the right • Business model & Risk
building blocks Analysis
• Ambient Conscious • Business related • Technology evaluation
• Experimentation
• Eco-system Conscious • Technology related • Technology scouting
• KSF’s
• User Conscious • Product engineering • Network building
• Specific opportunities
options themes scenarios decision
© sirris 2010 | www.sirris.be | info@sirris.be | 21-12-2012 14

15. 4 dimensions for making products smart
Make the
Product more
Self-Conscious
Make the Make the
Product more Product Product more
Ambient- Eco-System
Conscious Conscious
Make the
Product more
User-Conscious
15

16. 4 dimensions for making products smart
Make the
Product more
Self-Conscious
Make the Make the
Product more Product Product more
Ambient- Eco-System
Conscious Conscious
Make the
Product more
User-Conscious
16

17. 4 dimensions for making products smart
Make the
Product more
Self-Conscious
Make the Make the
Product more Product Product more
Ambient- Eco-System
Conscious Conscious
Make the
Product more
User-Conscious
17

18. 4 dimensions for making products smart
Make the
Product more
Self-Conscious
Make the Make the
Product more Product Product more
Ambient- Eco-System
Conscious Conscious
Make the
Product more
User-Conscious
18

19. 4 dimensions for making products smart
Make the
Product more
Self-Conscious
Make the Make the
Product more Product Product more
Ambient- Eco-System
Conscious Conscious
Make the
Product more
User-Conscious
19

20. The Smart Opportunity Spotter
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 20

21. Example
• A company offering bicycles to people in a city
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 21

22. Round 2:
Smart Positioning
het collectief centrum van de Belgische technologische industrie 22

23. Smart in your Company Case…
Opportunity Smart Smart Realization
Spotting Positioning Exploration plan
• Self Conscious • Product & market • Finding the right • Business model & Risk
building blocks Analysis
• Ambient Conscious • Business related • Technology evaluation
• Experimentation
• Eco-system Conscious • Technology related • Technology scouting
• KSF’s
• User Conscious • Product engineering • Network building
• Specific opportunities
options themes scenarios decision
© sirris 2010 | www.sirris.be | info@sirris.be | 21-12-2012 23

24. Smart Positioning
• Introducing smart products involves many different aspects.
• Often a more complex discussion than on enabling
technologies alone.
• It can require rethinking of the actual technology & product
development, of organizational, engineering & design
aspects or even impact your current business model, revenue
streams or the market your are in.
• On the other hand you as a company might be in possession
of technology that can enable other companies to create
smart products.
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 24

25. Understanding what is relevant and what to
master for your Smart Opportunity
• Technology related themes
• Product & market related themes
• Product engineering related themes
• Business related themes
• Specific opportunities
 Have been bundled in an inspirational document
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 25

26. Smart Positioning Wheel
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 26

27. Technology related themes
• Specific relevant material based technologies
• Specific relevant ICT technologies
• Emerging technology domains of interest
• Packing a technology as a service
• Mastering technologies and technology domains
• Make or buy decisions
• IPR protection of technologies
• …
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 27

28. Product & market related themes
• New functionalities
• New application domains
• New value propositions
• …
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 28

29. Product engineering related themes
• Engineering & development challenges
• Key design requirements & constraints (safety, size, power
consumption, …)
• Interdisciplinary design
• …
•
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 29

30. Business related themes
• Business opportunities for making products smart
• Differentiators for the product
• Complementary assets (value capturing)
• Business Models & transition to new business models
• Place in the value chain, or changing position in the value
chain
• …
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 30

31. Specific opportunities
• Opportunities concerning data sets in your possession
• User communities you have set up
• New disruptive innovations
• (R) evolutions of existing products
• Sustainability of current offering
• …
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 31

32. Example
Add location system (gps) to bicycles
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 32

33. Round 3 & 4:
Smart Exploration & Plan
het collectief centrum van de Belgische technologische industrie

34. Smart in your Company Case…
Opportunity Smart Smart Realization
Spotting Positioning Exploration plan
• Self Conscious • Product & market • Finding the right • Business model & Risk
building blocks Analysis
• Ambient Conscious • Business related • Technology evaluation
• Experimentation
• Eco-system Conscious • Technology related • Technology scouting
• KSF’s
• User Conscious • Product engineering • Network building
• Specific opportunities
options themes scenarios decision
© sirris 2010 | www.sirris.be | info@sirris.be | 21-12-2012 34

35. Exploring and Planning Smart Opportunities
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 35

36. Funding
• In-company funding vs
external funding
• Possibilities for innovation
projects
• Regional
• Federal
• European
• Many EU R&D frames
support projects with
Smart ICT NMP
• Sirris can help
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 36

37. Technology Scouting
• Funneling and scoping
• Expert Spotting
• Creating of access channels
towards experts
• Technology knowledge
modeling
• Technology evaluation
• Reactive scouting processes
• Proactive scouting process
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 37

38. Business Model Generation
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 38

39. But what does a business model do?
1. Identifies a market segment
2. Articulates the value of the proposed offering
 “What customer problem are you solving? ”
 Strong value  faster [€] @ higher price
3. Focuses on the key attributes of the offering
 The business control points e.g. where NOT to be open
4. Defines the value chain to deliver that offering
 Partners in the chain needs part of the money too…
5. Creates ways for getting paid
 Define your revenue streams
6. Establishes the value network needed to sustain the
model
 Make and understand the ecosystem
© sirris | www.sirris.be | info@sirris.be | 21.12.12 39

40. • Alex Osterwalder & Ives Pigneur
• A set of simple, tested tools for understanding,
designing, reworking, and implementing business
models
• A common language for systematically understand,
design, and implement a new business model - or
analyze and renovate an old one
• Co-authored by 470 Business Model Canvas
practitioners from 45 countries
• Financed and produced independently of the traditional
publishing industry.
• http://www.businessmodelgeneration.com/
© sirris | www.sirris.be | info@sirris.be | 21.12.12 40

41. Smart Product Bootcamps
• Versnellen van innovatie door idee-generatie
• Gefaseerde aanpak
• FASE 1 IDEEËN en THEMA’S
• Doorlopen van stappen 1 tot 2
• Typisch 1 workshop van ½ dag met 3-6 eigen medewerkers en 3-6 experten
met huiswerk
• FASE 2 IMPLEMENTATIEPLAN
• Doorlopen van stap 3
• Typisch 1 workshop van ½ dag met voldoende huiswerk off-site door experten
en bedrijf
• Komt in aanmerking voor subsidie via KMO-portefeuille.
• Outcome
• Ideeën, nieuwe thema’s voor smart products in uw bedrijf
• Implementatieplan/project
• De nodige info om funding project aan te vragen of intern project op te starten
• Doorlooptijd
• Afhankelijk van beschikbaarheid van bedrijf en experten tussen 1 maand en 3
maanden.
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 41

42. Sirris and his Smart Product Bootcamps
• Sirris uses the developed methodology to indentify
opportunities for smart products and technologies at company
level and in individualised Smart Product Bootcamps.
• Collective actions are initiated as in the plastic converter field
together with Flanders’ PlasticVision
• Hereby Sirris is the creator and executer of the Smart Product
Bootcamps and involves all necessary partners that are needed
bring Smart Product Bootcamps to an excellent result.
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 42

43. Contact details
Olivier Gramaccia
business development manager Smart Products
Liège Science Park
Rue du Bois Saint-Jean, 12 mobile: +32 491 869186
BE-4102 Seraing olivier.gramaccia@sirris.be
Belgium www.sirris.be
© Sirris | www.sirris.be | info@sirris.be | 21-12-2012 43

44. Het collectief centrum van de Belgische technologische industrie
het collectief centrum van de Belgische technologische industrie

45. Volg ons…
• www.sirris.be & info@sirris.be
• interAction newsletter – news& agenda
• Techniline – techniline.sirris.be
« techology watch » newsletter & databank
• Twitter feed - Sirris_be of #sirris
• Linked In group
© sirris 2011 | www.sirris.be | info@sirris.be | 21/12/2012 45

46. Mission statement in practice
De juiste technologische keuzes maken
die een duurzame economische groei ondersteunen
Nieuwe technologieën omzetten in
concrete producten en diensten
Vanuit de business & technologie
strategie van het bedrijf
value innovation
through
technology
© sirris 2011 | www.sirris.be | info@sirris.be | 21/12/2012 46

47. Wat kan Sirris voor u betekenen?
uitgebreid partnernetwerk - optimale projectfinanciering (publiek&privaat)
Intellectueel Eigendom blijft bij bedrijf
© sirris 2011 | www.sirris.be | info@sirris.be | 21/12/2012 47

48. Industrial Application Labs
INNOVATIES TESTEN IN EEN INDUSTRIËLE OMGEVING
Sirris Leuven Sirris Smart Sirris Offshore Wind
Composites Coating Microfabrication Infrastructure
Application Lab Application Lab Application Lab Application Lab
Leuven Hasselt Liège Antwerpen
© sirris 2011 | www.sirris.be | info@sirris.be | 21/12/2012 48