Rohrbeck Heuer Arnold (2006) Technology-Radar Presentation

The Technology Radar An Instrument of Technology Intelligence and Innovation Strategy

René Rohrbeck, Jörg Heuer, Heinrich Arnold

IEEE-ICMIT Conference, Singapore21st – 23rd June 2006

060622_ReR_ICMIT06_TechRadar_Presentation_v0.8.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


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.


II. Goals.Of the Technology Radar.

Goals of the 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


III. Method.Process Overview.

Selection Assessment DisseminationIdentification

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Innovation Strategy

CTOs and CMOsof SBUs

R&D andProduct Managers


II. Method.Assessment.

Technology Radar

Technological realization complexity

Market im

pact

high low

lowhigh

1

2

3

DTAG Relevance

High

Medium

Low

Assessment

Potential market size

Disruptive potential

Cost savings

Complexity

Implementation risk

Cost


Text Bold = new featured Technology Profile

Market

Ready

Core

Network

Fixe

d &

Mob

ile

Dev

ices

Acce

ssNet

work

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-GoAspect-oriented

SW Devel.

Adapt. Opt. Networks

Virtual Directories

Ad hoc & MeshNetworks

UMA

SuperdistributionPON

µTCP/IP

$100 Laptop

Open Source RouterOpen Source Router

XML RoutersXML Routers SOASOA

UIPUIPQuantum

CryptographyQuantum

Cryptography

Galileo

Trusted ComputingTrusted Computing

DRMDRM

802.11s802.11s

Stratellites

IMS

Anti Spam Concepts

RSS 2.0

AjaxAtom 1.0

CR Systems

Embarq

Equip. Ident. Equip. Ident.

VoWLAN802.16

WiMAX, WibroInteractive

Explor. TableInteractive

Explor. TableMedia RSS

Participatory Media

Quadruple Play

Self Config.Mobile Dev.Self Config.Mobile Dev.

802.22 WRAN

DLNA RFID Blocker

VA Search

Nano Satellites

Network CodingGENIGENI

Web API’s

DReaM

Place Shifting

DSRC

RFID-DRM

IGRSITop Home

Storage Bricks

DTN

Web 2.0

RetinalDisplay

MolecularComputing

High Precision. Loc.

III. Method.Dissemination main document.

Dissemination

Technology Radar Screen

$100 Laptop

Innovation: Telecom operators could subsidize laptops, making them virtually free, and tying them to service subscriptions (e.g. broadband, cellular, music or video on 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.

Key Message

Profile

DTAG Relevance

High

Medium

Low


III. Method.Dissemination add-ons.

Dissemination

The Technology Profiles are presented and discussed among 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 consolidated into key trends and further defined and shaped with experts.

Trend Workshops

In depth coverage of one specific topic 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 innovative developments related to the feature paper.

The outcome of the workshop are scenarios that reflect the experts‘ view in the defined topic.

Feature Paper

Derived from selected business, technology, and R&D trends detailed opinion papers are created.

Opinion papers are created by DTAG experts and reflect the view of DTAG on a certain topic.

Opinion Papers

Based on the Silicon Valley Innovation Panel, where T-Labs representatives met with industry leaders, university professors, venture capitalists, start up companies and Silicon Valley visionaries, virtualization has been identified as an overarching trend and is featured in the Innovation Panel 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

Technology Profiles


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

DeliveryInfrastructure

“conduit”

Semantic Infrastructure

“meaning”


“source”




“conduit”


“meaning”


IV. Technological Findings.Feature paper, opinion paper, trend workshop.

Dissemination

“Private Content Goes Public”

Trend Workshops

“Virtualization”

Feature Paper

“Intelligent User Interfaces will become for telcos, what product design is for the manufacturing industry.”Today different forms of communication are defined more often by the interface that is used for establishing the communication than by the underlying transport technology. For instance, E-Mail and Instant Messaging both use the Internet for message transport but mainly vary in user interface. In future NGN dominated worlds, the major remaining form of differentiation between communication services will be the user interface. What design is for manufactured products, intelligent user interfaces will become for telcoservices.

“Intelligent User Interface”

Opinion Papers

“You should virtualize away technology, so that you can really think about what customers wantrather than what technology can do.”As a framework for the analysis, the impact of technology has been investigated, as well as market and social reaction to virtualization across the three major ICT infrastructure areas – (1) delivery – comprising networks and technical platforms, (2) service – encompassing specific configurations, processes and underlying IT, and (3) utilization – being made up of terminal devices and user interfaces. These three ‘traditional’components of value creation at telcos were complemented with a fourth area – semantics – an emerging set of technologies and trends.

Technology Profiles


Innovation Idea





Innovation Idea


Innovation Idea

Technology Profiles


Innovation Idea





Innovation Idea


Innovation Idea


“source”




“conduit”


“meaning”


“source”




“conduit”


“meaning”

“As the communication becomes a kind of content transfer, the consumer becomes a prosumer.”Communities and social software are on the rise. People always liked to show what they are doing. Now, thanks to current technological development, they can do it on a global level nearly for free. Sharing personal content in the web is becoming common place: your private photo album, your favourite playlist, your personal views, all in the internet. More and more people share their experiences and opinions using “long tail content” concepts like blogs and become content producers.


V. Value Created……by the Technology Radar.

Value created

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


VI. Lessons learned.By the Technology Radar introductions.

Best practices

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


References (1/4)

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Carlson, L. W. (2004) Using Technology Foresight to Create Business Value. Research Technology Management, 47, 51-60.

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Cohen, W. M. and D. A. Levinthal (1990) Absorptive-Capacity - a New Perspective on Learning and Innovation. Administrative Science Quarterly, 35, 128-152.

References.


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Documents

Rohrbeck Heuer Arnold (2006) Technology-Radar Presentation