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www.FITT-for-Innovation.eu
Living Labs in ICT
FITT
(Fostering Interregional Exchange in ICT Technology Transfer)
Living Labs
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.
Nature of reusability: Living Labs are widely applicable for all applications in need of wide and truly user feedback, taking into account all stakeholders
Case is mostly generic
Quality/Nature of stakeholders: Mostly B2C, but also possible for B2B
Processes related to case: business model decision, marketing, evaluation
Living Labs as a platform for real life testing: opportunity & potential detection
02/07/2009
Prof. Lieven De Marez
IBBT-iLab.o
IBBT iLab.o?
Industry Industry ConvergenceConvergence
Industry Industry ConvergenceConvergence
IncreasedIncreased
CompetitionCompetition
IncreasedIncreased
CompetitionCompetition
ShortenedShortened
Life CyclesLife Cycles
ShortenedShortened
Life CyclesLife Cycles
Only Only IncrementalIncremental
InnovationInnovation
Only Only IncrementalIncremental
InnovationInnovation
FailingFailing
InnovationInnovation
FailingFailing
InnovationInnovation
Even moreEven more
CompetitionCompetition
Even moreEven more
CompetitionCompetition
Living LabLiving Lab A Unique Environment to Experiment withA Unique Environment to Experiment withReal Innovation, with Users and the Complete Value Real Innovation, with Users and the Complete Value
NetworkNetwork
====
Why Living Labs?Today’s ICT environment
Why Living Labs?Open innovation platforms … to ‘overcome systematic failures’
Many failures ~ failing potential estimation
e.g. Mobile Television Finland (2006)
= Being user-centric? Ok … but too fragmented (one shot)
continuous user feedback (through all NPD-stadia)
Living Labs @ IBBT - iLab.o … … transcending ‘one shot user feedback approach’
ShapingShapingPotential
Identification / BM / Introduction
Potential Identification / BM /
Introduction
Opportunity identificationOpportunity identification
ROMAS – i-City Living Lab (wls cities) ca. 600 test users (2007) Opportunities for mobile city applications?
Living Labs @ IBBT - iLab.o … … opportunity identification
Focus GroupsAlpha’s + (un)familiar
80 ideas
Focus GroupsAlpha’s + (un)familiar
80 ideasInterest & Requirements
Survey (N:450)Interest & Requirements
Survey (N:450)
Focus GroupsAlpha’s + (un)familiar
80 ideas
Focus GroupsAlpha’s + (un)familiar
80 ideasInterest & Requirements
Survey (N:450)Interest & Requirements
Survey (N:450)
Profiling - Observation – Diaries – Photo Elicitation -
Interviews
Profiling - Observation – Diaries – Photo Elicitation -
Interviews
Developmente.g. Mobile News
Developmente.g. Mobile News
Usability TestingUsability Testing
Logging & EvaluationLogging & Evaluation
ShapingShapingPotential
Identification / BM / Introduction
Potential Identification / BM /
Introduction
Opportunity identificationOpportunity identification
Living Labs @ IBBT - iLab.o … … opportunity identification
Living Lab 2007-8, app. N: 100 Survey (needs) + proxy innovation assessment + diaries + usability +
observation + photo-elicitation + focus groups + …
Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf)
Needs & Wants? Needs & Wants? Wtp?Wtp? User profiles?User profiles?Usage ContextsUsage Contexts
Rational
Emo
Emo
Prime time classical TV
Sleep
12:00
18:00
00:00
Potential for new prime Times
Potential for new prime Times
Potential new Mobile TV
prime times
06:00
Rational
19:00
08:00
Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf)
Mobiele TV Vlaanderen (2007, N: 575)
0
5
10
15
20
25
30
35
40
45
50
Mobiele TV Vlaanderen 0,7 5,4 10,6 43,7 39,7
innovators early adopters early majority late majority laggards
17%
Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection
Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection
Mass Market Potential ? As promising as abroad? No, but …
Mobiele TV Vlaanderen (2007, N: 575)
0
5
10
15
20
25
30
35
40
45
50
Mobiele TV Vlaanderen 0,7 5,4 10,6 43,7 39,7
innovators early adopters early majority late majority laggards
Finland, 1 intention Q
2006: promising potential
2007: overestimation
17%41%
3 Q1 Q
Flanders, 3 intention Q’s
Modest Potential
No Mass Market Potential
40%
1 Q
Potential in Finland = potential in Flanders?
Digital Television, 2004, n: 1006 Launch DTV in Flanders: Q3 2005
Living Labs @ IBBT - iLab.o … … Digital Television: potential detection
innovators early adopters early majority late majority laggards
DTV 2004 2,3 14,7 35,6 20,9 21,1
0
5
10
15
20
25
30
35
40
DTV segmentation forecast
Timing? ½ y 2 y ? ?
Q3 06
138000
300000
+882000
Q3 20072006: 14000040000 Belgacom + 100000 Telenet
Q3 05 Q1 06 Q3 07
Conclusion: Living Labs@IBBT
Believing in user-centric innovation development is one thing … … actually achieving it is another (> single shot approach)
We believe in living labs as ‘ecosystem’ for truly user-centric and more successful innovation development
Continuous & iterative process (3 metaphors) ! Users as the key asset, not technology or devices ! Involving users in their natural environment, on a substantial
scale, or for longer period ! Users as equally important co-creators ! Involvement of all stakeholders in the ecosystem !