LMS Open Innovation Model Cooperation Industry - University: the case LMS – K.U.Leuven

Meeting & Cooperation Workshop

Transilvania University of Brasov – LMS International

16 March 2009

Dr. Herman Van der Auweraer,

Corporate RTD Director, LMS International

LMS, more than 25 years of engineering innovation

� The industry’s single provider that truly combines virtual simulation with physical testing

� Uniquely combining Engineering Services, Testing

Systems, CAE Software, Process Integration and Software

Deployment Services

� Spin-off K.U.Leuven 1980

� Talented people, +850 professionals, +30 locations,

committed to customers’ success

� The industry largest commitment to technology

development and innovation : 30% of budget in R&D

� More than 5.000 manufacturing companies

actively use LMS products and services

� Strong financial track record of double digit

profitable growth for +25 years

(Europe: 39%, Asia: 39%, Americas: 22%)

driver productivitydurability and

reliability

handling and driving pleasure

driver and passenger comfort

crash resistance passive / active safety

LMS, empowering product designers in bringing innovative products faster to market

sound qualitypass-by-noise

power consumptionemissions

Engineering the passion

lightweight vehicles

“Zero-nizing, Maxi-mizing”

Design Parameter 1 Des

ign P

aram

eter 2

Des

ign

R

es

ult

Design Parameter 1 Des

ign P

aram

eter 2

Des

ign

R

es

ult

LMS, a unique portfolio of engineering innovation solutions

LMS Tec.ManagerTest data management

LMS Imagine.Lab1D simulation solution

LMS Virtual.Lab3D simulation solutions

LMS Engineering and Deployment Services

LMS SCADAS

Mobile Recorder Lab

LMS Test.LabTest-based engineering solutions

LMS Test.XpressAnalyzer testing solutions

LMS SCADAS

Mobile Recorder LabNew New

Process Integration

Design Optimization

New

4 Copyright LMS International - 2008

LMS NA - Detroit

LMS NA Los Angeles

LMS NA Washington DC

LMS China -Beijing

LMS China -Shanghai

LMS Singapore

LMS Japan -Tokyo

LMS Korea

LMS China -Guanzhou

LMS Japan -

Nagoya

LMS India

LMS NA Coralville

LMS regional offices : 30

LMS representatives offices : 25

LMS, a global response to customer needs

Europe 40%

US 23%Asia 37%

LMS worldwide revenue

distrubution

LMS Italia

LMS France

LMS UK

LMS HQ

Leuven - Belgium

LMS Russia

LMS Germany

LMS Romania

LMS The Netherlands

5 Copyright LMS International - 2008

LMS, more than 25 years of engineering innovation

Engineering Services

Intelligent System Simulation

Integrated Platform For Functional

Performance Simulation

Hybrid EngineeringCAE & Test Integration

Multi-channel Testing

Integrated Test Laboratory

1980 1990 20102000

People & Knowledge

SystemsProcess

Radical

Innovation

Superior

Productivity

Integration

Technology

Breakthrough

Industry

Application

Expertise

Towards a “Smarter” but “More Responsible” planet (Ref. IBM-CEO vision)

Mobility: efficient, multimodal, green

Clean, secure

sustainable energy

New technologies� Nano technology, materials

� ICT & Telecom

� Intelligence and data

Smart systems“80% of all future innovations”

Mc Kinsey & Co

Globalization of markets,

customers, competitors and partners: “Open”,

“Collaborative” innovation

New demands require radical new product concepts: health, ageing,

personalization, connectivity

LMS “Next” Addressing the Industry’s Burning Needs

Engineering Smarter Products for a Greener Future

While Optimizing Brand Image … Improving Processes … Adding Intelligence

Lower Fuel Consumption … Renewable Energy … CO² Emission Management … Lighter Materials

For an

affordable

price

UV

Example: wind energySystem-level dynamic loading prediction

Windturbine & controls

Hydrodynamics (Waveloads)

External Applied

Conditions loads

Aerodynamics (Aerodyn)

Ground dynamics

Nacelle

Tower

Substructure

Foundation

Rotor Drivetrain Generatorwind Aero

Wave Hydro

Soil ground

Controls Systems

• Accurate load prediction on key components needs system-level simulation

• Allows interaction of the drive train with the rotor blade, generator and controls

• Commercial projects with main companies (GE Wind, Gamesa…)

• Multiple research actions (Marie Curie, NREL, EC, National…)

Example: wind energy:What are our technical solutions?

� Full and Multi-attribute simulation (mechanics, actuators, durability, acoustics, controls)

Wind

Pitching mechanism

Yaw mechanism

Shafts & bearingsGearbox

Generator

Cooling system

Monitoring & controls

Power electronics

Hydraulic brake

Drivetrain mountsStabilizer

Composite blades

Electric network

Tower & foundation

1D Actuators

Aerodyn

Flex bodies & contactsGear contact

modal analysis

Thermal management

Measurement systems & controls

1D Electro-mechanics

1D Electrics

1D hydraulics

NVH & controls Flex bodies

1D actuators

Structures

LMS Innovation Approach

� Holistic view: innovate technology & products as well as internal processes

� Driven by the needs of the market: Create added value for our customers

� Structured innovation process

� Business planning and portfolio management

� Technology Roadmap

� Timely technology adoption

� Structured transformation process

� Go to Market process

� Partnering & Networking

� IPR Management

� HR Processes

� Business Processes

� Organization

� …..

CURRENT FUTURE

MARKET

EVOLUTION

MARKET

KNOWLEDGE

TECHNOLOGY

PLANNING

TECHNOLOGY

FORECASTING

PRODUCTS

TECHNOLOGIES

INTERACTION

� With different actors & stakeholders

� University → Building the Research basis

� Research Institutes → Technology Development

� Complementary companies → Exploit and Leverage Synergy

� End-users → Ensure Applicability [Study the right problem]

� In different formats

� Informal or formal bilateral cooperation

� With lead “visionary” customer(s) in technology projects

� In an RTD project context (Regional, intergovernmental, EC)

� In business alliances

� In formal/informal networks (regional -DRIVE-, international)

� Basic success factors:

� Clear Win-Win for all involved

� Fitting into the strategies of all partners

� Professionalism in execution: concrete, deliver upon expectations

� From the start: view to build long term relationship

LMS Innovation Approach: PartnershipsLMS Innovation Approach: Partnerships

� Major advances are to be made on the “interfaces” between disciplines

� Structural Dynamics and Acoustics → (KUL, KTH, TUB, EADS., …)

� Structural Dynamics and Aerodynamics → (VUB, Univ. Manchester, EADS...)

� Fluid dynamics and Acoustics → (KUL, VKI, CEIT, Fluent, CFX,..)

� Mechanics and Electronics → (KUL, Flanders Drive, IKA, LBF…)

� Vehicle Dynamics → (KUL, PoliTo …)

� Durability and Heat → (Bosal, Univ. Ljubljana,…)

� Sensor Fusion → (IMEC, NXP, Verhaert, AGH-Univ Krakow…)

� Active Safety → (INRETS, Flanders Drive, Tenneco…)

� Signal and system Based Monitoring → (AGH, INRIA, KUL, VUB…)

� ….

� Results in…

� Multiple competencies

� Multiple tools

� Integration of tools

� Integrated methodologies

Innovation Approach: Partnerships in Interdisciplinarity

Innovation Example: EUREKA project FLITE2D

am

pin

g

Airspeed

Flutter

Partners: Airbus France, Dassault Aviation, PZL, LAE, VUB, KUL, AGH, UMAN, INRIA, SOPEMEA, ONERA, LMS

s

Re

al

( m/s

2)

Am

plit

ud

e

g2

Hz

-180.00

180.00

°

Cooperation Highlights: Tests on A330, Analysis on A380

Outcome example: Polymax, Flutter analysis software, Sine Testing Product

� Silicon platforms for Wireless Advanced Networks of Sensors

Communicating sensor capabilities Integration constraints Cost reduction constraints

AEROSPACE

Common platform architecture including generic building blocks to comply with each application constraints

HOMELAND SECURITY

AUTOMOTIVE HEALTH ENVIRONMENT

Application layer(s)

Radio layer(s)

Power layer(s)

3D s tack

Antenna

rf circuit

Processing unit

Digital base band

Sensor Function

Power Management

Energy Scavenging

(e.g. vibration,solar)

Power storage

Antenna

rf circuit

Processing unit

Digital base band

Sensor Function

Power Management

Energy Scavenging

(e.g. vibration,solar)

Power storage

Application layer(s)

Radio layer(s)

Power layer(s)

3D s tack

Application layer(s)

Radio layer(s)

Power layer(s)

3D s tack

Antenna

rf circuit

Processing unit

Digital base band

Sensor Function

Power Management

Energy Scavenging

(e.g. vibration,solar)

Power storage

Antenna

rf circuit

Processing unit

Digital base band

Sensor Function

Power Management

Energy Scavenging

(e.g. vibration,solar)

Power storage

Partners: IMEC, Philips, Verhaert, AnSem, LMS, Atmel, EADS, Bosch, …

Innovation Example: MEDEA+ Project SWANS

� LMS was founded by researchers from K.U.Leuven in 1980

� Incorporating a company by a handful of researchers

� Financial support from K.U.Leuven LRD, professors and the researchers

� In the early years hosted on K.U.Leuven premises

� Making use of available infrastructure and equipment (financial agreements)

� Over the years, LMS has become financially independent

� But maintains a strategic relationship with K.U.Leuven

� Current cooperation scheme is multifocal and involves all missions of the university:

� Education

� Infrastructure support

� Research

• Access Knowledge

• Support Method Validation

• Perform Joint Research

• Jointly apply for new research funding (initiatives from two sides)

� Training

� Hiring

LMS Partnership: Case K.U.LeuvenHistory

� Research cooperation is not a linear process (university invention -> industry exploitation):

� Know-how flows in two directions:

• Theoretic knowledge from university

• Application knowledge from industry

• But also highly-valued method experience from the industrial partners

• In most cases not feasible and not of interest to assess in detail

� Early access to new methodologies is much of interest to LMS, LMS can only

explore the most promising scientific routes

� Input from engineering practice is very valuable to identify the real painpoints

� Validations on industrial cases are unique opportunities for the researchers

• Not easily possible at university

• Through LMS relations with major end-users

• Relevance and Research direction: Industry-scale experiments and validation

cases allow driving the research to address the relevant problems

LMS Partnership: Case K.U.LeuvenResearch

� Research cooperation is a perfect basis for leveraging each other’s networks and

capacities:

� Strategic partnering -> go after joint projects

� Research contributes to LMS business

� Research contributes to K.U.Leuven evaluation parameters

� Leverage on each other’s name and fame:

• K.U.Leuven: internationally well respected university in the fields of noise,

vibration, dynamics, mechatronics

• LMS: world authority in engineering simulation software and services

� Possibility to contribute to the directions in the K.U.Leuven research strategy

� Possibility to contribute to the LMS strategy discussions

� Cooperation in common networks, e.g Leuven.Inc K.U.Leuven spin-off networking

circle, co-founded by K.U.Leuven and early spin-offs such as LMS

� Explore jointly industry-academia cooperation schemes (Industrial Research

Council of K.U.Leuven, Regional and EC exchange programs e.g. Marie Curie…)

LMS Partnership: Case K.U.LeuvenResearch

LMS Partnership: Case K.U.LeuvenResearch

� Example: Active Noise Control

� K.U.Leuven has a strong basis on methodology, algorithms etc

� LMS has performed several major industrial assessment studies and has unique

datasets and laboratory setups (“Concrete Car”)

� Strategic partnership in two funded projects (K.U.L budgets ~ 300KEuro):

• InMAR (FP6): Active control for Noise, LMS is key industrial partner

• Smart Structures CAE Marie Curie: K.U.Leuven is coordinator

� Implementation through:

• Research focus on the LMS challenges (automotive cabin noise)

• Use of LMS Case Studies -> detailed analysis performed -> lots of inputs

• Exchange of researchers (2 shared PhD, partly hosted at LMS)

• Make LMS software available to explore new solutions (Amesim, Optimus)

• Thesis projects

• Joint publications

• No net financial flow

LMS Partnership: Case K.U.LeuvenResearch

� Example: Advanced Vehicle Dynamics Systems

� K.U.Leuven has a strong basis on methodology for multibody modeling

� K.U.Leuven has worldwide reputation for machine mechatronics & robotics

� LMS has strong background in vehicle chassis design engineering

� Strategic partnership in funded projects (K.U.L budgets around 300 KEuro):

• Modelisar (EUREKA-ITEA2): Multifunctional system mock up, with applications

in clean powertrain and active safety: LMS is key industrial partner

• VECOM Marie Curie: LMS and K.U.Leuven are partner, one PhD researcher is

resident at LMS, K.U.Leuven is academic promotor

• New proposal applied for industrial PhD project on Model Predictive Control (4

years, person hired by LMS but doing a PhD under university supervision)

LMS Partnership: Case K.U.LeuvenResearch

� Example: Advanced Vehicle Dynamics Systems

� Implementation through:

• Research focus on the LMS challenges (comfort-safety trade-off) and the KUL

methodologies

• LMS is developing dedicated test benches which will be available to the PhD

• LMS software tools will be used throughout the research -> significant input

• Knowledge will be shared

• Joint publications and presentations

• Net financial flow for the Industrial PhD (partly funded by the Flemish

authorities in a new Industry-doctorate program – “Baekeland”

� Success factors for research cooperation: Win-Win from the start

� Research must fit in strategy of the LMS and K.U.Leuven teams: Strategy workshops

� Research must be performed and managed in a professional way

• Unique “owners” at each partner

• Clear endorsement by top management (univ + LMS)

• Invest time and effort, also on management & supervision level

• Commitment to execute and deliver with all involved

• Reach milestones and deliverables or timely discuss plan changes

• Close interaction and communication essential

� Pragmatic IPR arrangements

• Template contracts should be available -> fast closure

• Pursue fairness on a global level -> do not waste time in micro-accounting

• Focus on what the real material needs are at each partner (staffing, equipment)

� Commit to long-term partnership

• Build joint knowledge base which provides unique strength w.r.t. state-of-the-art

• Build trust by delivery and fair treatment

• Explore continuously new ways of cooperating -> share new ideas

• Ask each other as strategic partner for new projects; leverage networks

• This has to come from two sides or it will not last

LMS Partnership: Case K.U.LeuvenResearch

� Education:

� Education is a key mission of the university, equivalent in importance to research

� Students get well trained in theory and methods, but lack in general application

knowledge, still this is key relevance for their future career -> opportunity.

� LMS contributes actively to the K.U.Leuven teaching program

• By giving application oriented seminars in various academic and post-graduate

courses (noise, vehicle dynamics, design methodologies, …)

• By co-teaching as part-time lecturer specific courses close to the LMS fields

• By helping to develop some new curricula (aerospace& automotive engineering)

• By providing software and tutorials for student classes and for application cases

(e.g. Vehicle dynamics class, Amesim 1D modeling class)

• By co-supervising PhD programs, as co-promotor, supervisor or jury member

• By supervising Master Thesis projects and providing industrial topics

� K.U.Leuven contributes to LMS training programs by

• Participating to the organisation of seminars and courses for customers,

employees and prospects

• Providing tutorial material from the student projects

LMS Partnership: Case K.U.LeuvenEducation

� Success factors for education:

� Match between education and strategy:

� Endorsement from the top management to invest time and effort

� Clear owner (at both sides) for each separate teaching initiative

� Clear arrangements on the conditions for software installation and use

• Price

• Maintenance

• Conditions of use (e.g. research use or not, commercial use or not?)

� Software installation must be supervised well

• Unique owner at K.U.Leuven

• Central contact point within the LMS organisation, separate from the standard

commercial and support organisation

� Policies and procedures to deal with thesis students and PhD students

� Openness at University for the application oriented focus of the research (without

restricting the quality)

� Access by LMS to information of research and student interest in the various

departments; website & personal contacts

LMS Partnership: Case K.U.LeuvenEducation

� Endorsement from the top

� Ensure match with strategy: strategy workshops

� Aim for building long-term relationship beyond the current project or activity

� Ensure professional management and execution

� Openness from the academia for the value of application-driven research, without

the need to compromise on quality -> look for leveraging industrial contacts.

� Industry interest to support the university performance and evaluation criteria:

publications, Phd, contract volume.

� Organise industrial cooperation within the university -> at K.U.Leuven: LRD interface

cell: “Leuven Research and Development”

� Focus financial aspects on what really benefits the university team:

� Staffing -> support of PhD researchers

� Equipment and software: to build out a unique teaching and research

infrastructure

� Avoid lengthy IPR and licensing scheme discussions (at least for our types and

scales of applications), these lead in most cases to disappointing earnings

� Pursue fairness and professionalism in all relations, overcoming traditional barriers

LMS Partnership: Case K.U.LeuvenGlobal cooperation success factors

� Role of K.U.Leuven Research and Development

� K.U.Leuven interface for all industrial contracts

• Unique contact point for administration & finances

• LRD manages all legal and financial aspects (large staff)

• LRD manages all IPR and cooperation agreements

� K.U.Leuven owns all results from research; professors and researchers can get

a fair compensation but do not own the results

� All contract finances flow through LRD who also manages the university

overhead on the contracts (15…20%),

� No direct payment from industry to academic staff.

� Fast reaction time in contracts

� Fast access to the university top for signatures and decisions

� Develop vision and strategy on valorization of results

� Implement this through different schemes, adapted to each topic and situation

(spin-off, licenses, cooperation agreements, partnering agreements),

considering long-term return and not only short term gains.

LMS Partnership: Case K.U.LeuvenGlobal cooperation success factors

� Cooperation in research

� Develop shared vision & committtment on cooperation

� Identify the common interests: ensure easy access to laboratory websites,

brokerage meetings (local PhD seminars or conferences..)

� LMS to host locally thesis and PhD students under university contract

� LMS to provide thesis hosting and stages at LMS HQ (stage conditions apply)

� Leverage our networks to each other

� Pursue joint industrial contracts, bring the other parner in the own network

� Pursue jointly external funding opportunities (EC, national…) -> large leverage

factor towards cooperation. This works only if both partners consider each other as

strategic partners. Clear arrangements to be made on co-funding if applicable.

� Pursue jointly regional competence centre initiatives, which may provide

unique opportunities for shared infrastructure, building critical mass and attracting

industrial contracts (cfr Flanders Drive in Belgium)

� Limited subcontracts outside joint funding context can be envisaged in case of clear

expertise and resource and aiming at well-defined results.

LMS Partnership: Transilvania University of BrasovSummary of potential strategic cooperation scenario’s

� Cooperation in education

� Develop vision on joint efforts in education

� Software availability at favourable conditions

� Support from the LMS local office for the use of software and methodologies

� Setting up & sharing tutorial exercises (in contact with LMS-HQ)

� Contribution by LMS staff to seminars and courses (though focused programs)

� Hosting thesis, stages and PhD locally and at LMS HQ

� Create visibility towards students -> recruitment

LMS Partnership: Transilvania University of BrasovSummary of potential strategic cooperation scenario’s

Thank you!

Looking forward to a bright future of cooperation between LMS and the Transilvania University of Brasov