Open Design (Open Hardware)Thomas J. Howardthow@mek.dtu.dk

Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement:

“Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark”

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

2

Open Source to Open Design

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

3

Open Source to Open Design

Design BlueprintsSource Code

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

4

Why Open Design?

To fund R&D rather than legal fees for patent disputes.

To maximise the value of the product to the crowd and allow them to develop design derivatives

To gain from being visible and influential.

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

5

How Open are we to be?Choosing the correct licences will be crucial:

Attribution - CC BYThis license lets others distribute, remix, tweak, and build upon your work, even commercially, as long as they credit you for the original creation. This is the most accommodating of licenses offered. Recommended for maximum dissemination and use of licensed materials.

Attribution-ShareAlike - CC BY-SAAs CC BY except all new works based on yours will carry the same license, so any derivatives will also allow commercial use. This is the license used by Wikipedia, and is recommended for materials that would benefit from incorporating content from Wikipedia and similarly licensed projects.

Attribution-NoDerivs- CC BY-NDThis license allows for redistribution, commercial and non-commercial, as long as it is passed along unchanged and in whole, with credit to you.

Attribution-NonCommercial - CC BY-NCThis license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms.

Attribution-NonCommercial-ShareAlike - CC BY-NC-SAThis license lets others remix, tweak, and build upon your work non-commercially, as long as they credit you and license their new creations under the identical terms.

Attribution-NonCommercial-NoDerivs - CC BY-NC-NDThis license is the most restrictive of our six main licenses, only allowing others to download your works and share them with others as long as they credit you, but they can’t change them in any way or use them commercially.

http:/ / creativecommons.org/ licenses/

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

6

Open Design

An emerging paradigm... a gift to the people and society...

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

7

Open Design Empowers People and Drives Innovation

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

8

Flying Open Sourcers

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

9

Flying Open Sourcers

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

10

The Open Design Library

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

11

FREE BEER 1.0

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

12

FREE BEER cont...

FREE BEER 2.5 (Right)

FREE BEER 4.0 (Below)

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

13

Open Design (Open Hardware)

An emerging paradigm... a gift to the people and society...

...but can you really make money from giving things away for free?

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

14

How big would Google be if it charged for each search ?

How successful would Apple be if iTunes wasn’t free ?

Who pays for an internet browser ?

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

15

The old mindset of product development

Andreasen and Hein [1987]

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

16

Stakeholders and their relations

User

Coffee supplier

Coffee beans

Wittenborg

Coffee contact

Company/customer

Communication

Money-flow

Products/materials

Service

Key

[design.ing student project, 2004

from McAloone, Bey & Mougaard 11]

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

17

Open Design – A New IPD Consideration

Howard [2012]

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

18

Benefits of Open Design• Rapid and cheap publicity• Multiuser development & Expert customers• Increased product varieties• Competition killer• Suboptimal is forgivable

Revenue from Open Design• Sale of expertise• Spin-off products• Straight production• Advertising & Front of shelf model• Value from the use phase

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

19

Future work

• Open Design currently lacks a robust platform enabling collaboration partial design level. This must be developed to accelerate the movement an build complexity into the products.

• To produce a catalogue of archetypal business model suitable for launching products as open designs.

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

20

Open Design

 ”Though in its infancy, it's only a matter of time before the Open Source hardware domain experiences a growth spurt similar to its Open Source software counterpart. While we sleep, the adoption of Open Source hardware should open

up the playing field and ultimately revolutionize the technology landscape as we know it. This transformation will be most evident in the appliance world of audio and

video devices, mobile and VoIP phones, games and entertainment servers, gateways and security devices,

robots, PDAs, and the like.”

 BOB WALDIE, OpenGear

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

21

Questions

?Masters projects in this area welcome!

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

22

Open Design Consulting• Asta and Gudrun • Master thesis at DTU Management

• Initial research questions– Are there a set of archetypal business models for open design projects?– Are all projects/products suitable for open design?

• If you would like to see more: https://sites.google.com/site/thomasjameshowardhomepage/masters-projects/open-design/open-design-business-models

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

23 (Pisano, G.P. and Verganti, R. (2008). Which Type of Collaboration is right for you?)

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

24

Open Collaboration Exercise

1. Relate your product/service to each of the four modes and determine how the product development process would be influenced.

2. Choose the most suitable mode for your specific product/service and create a business model. Indicate where and how you will capture value.

3. Why is this the most suitable mode of collaboration?

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

25

Summary

• As an start-up it is essential to lever value from open innovation practices.

• Crowdsourcing will help you to compete through providing a flexible and expert workforce.

• The new paradigms of design-business models such as PSS and Open Design have great scope for innovation an must be carefully considered.

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

26

For Friday

Meet in 303A room 44 at 13:00

Each team to give a 1 minute pitch to describe its business idea* to the rest of the course. Try to state:

• what is your biggest concern, and• what theme of the VC you are likely to enter

This will be done each friday where we aim to help each other out with our business concerns and to promote knowledge and experience sharing, especially with those submitting to the same theme.

* Choose your best idea.