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Science For A Better Life
Efficient management of branch specific innovation and technologies Malta, March 24th, 2009
Manfred Rink
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Bayer MaterialSciencewith unique track record in Innovation
The inventor of Polyurethanes: Dr. Otto BayerProperties: Two component elastic and thermoset materials (flexible foams,
elastic fibres, elastomers rigid foams)Break-through applications:
– 1950’s – flexible foams – 1970’s – the first all plastic car with many PUR parts– 1990’s – CFC free rigid foam insulation
PUR
Otto Bayer
The inventor of Polycarbonates: Dr. Hermann SchnellProperties: crystal-clear transparency, high temperature resistance
and toughnessBreak-through applications:
– 1960’s – food and water packaging & electrical insulation– 1980’s – the first Compact Disc (CD)– 1990’s – Head lamps and Automotive glazing
PCS
The inventor of aliphatic PUR Coatings: Dr. Kuno Wagner Properties: excellent weatherability, durability, gloss, efficiency in applicationBreak-through applications:
– 1960’s – PUR coatings for large vehicles and aircrafts– 1970’s – First automotive PUR clearcoat– 1990’s – Water borne dispersions and UV cure
CA
S
Hermann Schnell
Kuno Wagner
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Bayer MaterialScience:Facts and figures 2007
Productionsitesapprox. 30
Employees~ 15,400*
Volumeof sales ~ 9.7milliontons
Sales~ EUR 10.4 billion
R&D investments~ EUR 333 million**
***
Status 2006-12-31, full time equivalentsIncluding developments with customers
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Bayer MaterialScience: Sales in 2007 by business units
51%51%EUR 10.4 billion
27%
15%15%
2%2%4%4%
ThermoplasticPolyurethanes
Others 1%
Polyurethanes
Polycarbonates
Coatings, Adhesives,Specialties
Inorganic Basic Chemicals
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InnovationExamples from Bayer MaterialScience
Artwalk® –Decorativeflooring
Multitec® ShortFiber Spraying –
Cost-effective and fast
purSonic –Music
from the wall
Desmopan® –Films for flexible
solar modules
Makrolon® –Automotive
glazing
Waterborne 2-pack PU coatings
Makrofol® – Filmfor smart ID cards
Makrolon® for the roof of the
Olympic stadium
Smart surfaces in the Rinspeed
concept car
TPU surfaces for snowboards – lightfast
and attractive
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Developing new applications for existing products:
Water-based polyurethane dispersions forhigh-quality cosmetics and medical products
Developing new businessunits to support growth
Carbon nanotubes for improving material properties and product performance
Developing new technologies based on our materials know-how
Functional films = film plus an extra function making the support material conductive, illuminable or storable and so revolutionizing everyday products
Market driven innovations
Functional films
Carbon nanotubes
Raw materials forcosmetics and medical products
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Bayer MaterialScience:Sales in 2007 by customer industry*
* continuing business
Other < 2 %(e.g. Medical Engineering, Health Care, Mining, Animal Tags)13 %
Furniture / Wood17 %
Electrical /Electronics
16 %
Construction14 %
Automotive18 %
Chemical industry8 %
Industries < 5 %(Sports & Leisure,Packaging, Home, Garden, Textiles & Clothing, Mechanical and Plant) 14 %
EUR 10.4 billion
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Bayer MaterialScience at the Value Chain
Global Market
Sheet
Parts
Tier 2 OEM
Product
Tier 1
SystemsMaterial
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Tier 1Tier 2 OEMPlastic
From Market to Business
Parts Systems Product
Global Market
Missing Link
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How to predict the future?
Volume
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Future needs expertise
Volume
Daily Use
Sports & Leisure
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What will generate the sales of tomorrow?
The customers of tomorrow!
Global Trends
Technology push Market pull
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The Global Megatrends
Growing population -Changing societal demographics
Globalization -Urbanization
Climate Change –global warming Energy –fossil resources -shortage
The Healthcare Revolution
Accelerating Technology Changes - dynamic market change
[source: PlasticsEurope]
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Growing Population –Changing Societal Demographics
Today there are just under seven billion people on the
planet. By 2030 there will be over eight billion and by 2050
the figure will be between nine and twelve billion. How are
we going to feed such a large number of people and, even
more pressingly, where is the fresh water they need going
to come from? How are we going to meet their energy
needs?
In 2006, nearly 500 million people worldwide were 65 or
older. By 2030 the total is projected to double to one billion
– one in every eight people on the planet.
[source: PlasticsEurope]
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Globalization - Urbanization
Globalization, if pursued fairly and ethically, could pull a
billion people out of abject poverty, lead to improved living
conditions in the developing world, and stimulate global
economic growth. Globalization will lead to increased
transportation of goods and increased travel.*
Urbanization: The global proportion of urban population
rose dramatically from 13% (220 million) in 1900, to 29%
(732 million) in 1950, to 49% (3.2 billion) in 2005. The same
report projected that the figure is likely to rise to 60% (4.9
billion) by 2030.**
*[source: PlasticsEurope] ** source: Wikipedia
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.
Climate Change – Global Warming Energy – Shortage Fossil Resources
Climate change is going to wreak havoc all over the world
as the weather becomes more extreme. Urgent and
decisive action must be taken if humankind is to escape
weather so bad that civilization itself is threatened
At some point between today and 2030 oil extraction will
have peaked and oil fuel for transportation will have
become increasingly uneconomic. It is credibly forecast that
the world’s energy needs are going to double over the next
twenty-five years.
[source: PlasticsEurope]
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The Healthcare Revolution
There will be a revolution in healthcare which will
dramatically extend human life spans. A child born in 2030
will have a life expectancy of 130 years … and, long before
they reach old age they will be offered rejuvenation
treatments to maintain their biological age at thirty or forty
years old, no matter what their chronological age.
[source: PlasticsEurope]
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Accelerating Technology Changes –Dynamic Market Change
[source: PlasticsEurope]
The speed of technological development is accelerating
exponentially and, for this reason, by the year 2030 it will
seem as if a whole century’s worth of progress has taken
place in the first three decades of the 21st century.
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Ensure sufficient food supplies while acreage per capita is decreasing
Reduce greenhousegas emissions whileeconomies are growing
Supply alternative energy feedstocks suchas biofuels to meet theincreasing energy demand
Longer life expectancy results in increasing demand for innovative medicine and therapies
energy
food
longer life
emissions
Bayer AG:Growing World Population is Main Driver
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The Bayer Group: Facts and figures*
***
Status: December 31 2007Number of employees in full-time equivalents.
326 subsidiaries326 subsidiaries
Sales in 2007:EUR 32.4 billionSales in 2007:
EUR 32.4 billion
R&D expendi-
turesEUR 2.6 bn
R&D expendi-
turesEUR 2.6 bn
106,200employees*
106,200employees*
HealthCare
CropScience
MaterialScience
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Bayer MaterialScience:Systematic Approach from Global Trends to Business
Global Trends
PUR
CAS
PCSLight & OpticsGlazing
CatalysisBiobased
EnergySports
Nano technologyMedical/COSMETICS
Functional Films
BMS Innovation
Business Units
today
Bayer
Enabling Technologies
Longer LifeMotion
Longer LifeHuman Care
EnergyEmissions
RegionalScouting
Nanotechnology
Sustainable Chemistry
Mobility
Sport & Leisure
Future Logistics
Future Security
Robotics
Cosmetics, Medical
Green Buildings
Light & Optics
Design Network
Materials
Application
New Business
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4 steps for future oriented business ideas
Open Innovation
„Closed“Innovation
New Material Properties
Business
Step 1
future scenarios
Step 2
future market
Step 4
„value capture“
Step 3
„value generation“
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Seed Prototyping Revenueα−testing β-testing
FeasibilityStudies
LabDevelopment
SelectedCustomer
Co-operations
PilotingBroad Sampling
Start ofProduction
Established Business
(Post Launch
Projects)
MediumProbability
Probability and activity stage
Search
New Business
Business Units
Customer
HighLow
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Tier 1Tier 2 OEMPlastic
Market is fragmented into different branches
Parts Systems Product
Global Market
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Each Branch has its own Characteristics(Material supplier point of view)
Automotive
Construction
Electro &
Electronic
Business/companies: Global
Product cycle time: medium
Value chain: relative simple
Business/companies: Local
Product cycle time: long term
Value chain: very complex
Business/companies: Global
Product cycle time: short term
Value chain: complex
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Tier 1Tier 2 OEMMaterial
Material Supplier at the Value ChainAutomotive and Electro & Electronic
Granulates
or fluids
Parts Systems Product
Global Market
Lighthouse
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Buildingcompanies
Architect
Material Supplier at the Value ChainConstruction
Developer
Material
Part/
System
Wholesale
Trader
Investors
Global Market
Lighthouse
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BMS and Automotive Industry
Today's Business BMS-Organization Lighthouse Projects
Key Account Management
Platform “AutoCreative”
Rinspeed “Exasis”
Hyundai i-mode
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BMS and Electro & Electronic Industry
Key Account Management
Platform
Bree hand bag
Today's Business BMS-Organization Lighthouse Projects
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BMS and Construction Industry
Key Account Management
Platform Construction
Eco Commercial Building India
Today's Business BMS-Organization Lighthouse Projects
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products
employeesmethods
social competenciesleadership/entrepreneurtechnology competenciesstrategic competencieseconomic competencies
scenario techniquebusiness plan
value chain
Safeguard core business - develop new markets
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Conclusion
Systematic cross business unit scouting and evaluation of technology- and market trends through separate organization
Establishing of new business through early involvement of external and internal partners
Innovation in different value chains is a challenge: diverged mentality, adapted approach
Open innovation and speed are essential
Key factors:
Transparent and traceable methodic
Committed strategy
Right mix of people
Stamina
