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Transcript of Strategies for competitive clusters in « Open Innovation » world Florin Paun Deputy Director...
Strategies for competitive clusters in « Open Innovation » world
Florin PaunDeputy Director Industrial Innovation
ONERA - ‘The French Aerospace Lab’®
© - Florin Paun, 2015 Ce document et l’information contenue sont la propriété de Florin Paun. Toute reproduction est interdite sans l’accord de l’auteur.
Fundamentals : Innovation
What is the INNOVATION? INNOVATION = CREATIVITY + VALUE« Successful Exploitation of a New Idea » E. von Hippel, Harvard, MIT
What means VALUE ?
Commercial, Capital, Access to Resources (Capacities), Human Capital
Material vs Intangible Assets (IP?,… Information?,
Stress Avoidance?,…)
© - Florin Paun, 2015, Ce document et l’information contenue sont la propriété de Florin Paun. Toute reproduction est interdite sans l’accord de l’auteur.
Dynamic Capabilities- A. Sen
TM rights Know-how
Direct- see RyanAir Non direct- see electric cars plug
Fundamentals : Innovation
« Successful Exploitation of a New Idea » E. von Hippel, Harvard, MIT
What means COLLABORATIVE INNOVATION?
Same Process … not alone
Someone else for getting together to create value by :
producing NEW IDEAs
EXPLOITING with SUCCES while sharing RISK sharing BENEFITS
© - Florin Paun, 2009, Ce document et l’information contenue sont la propriété de Florin Paun. Toute reproduction est interdite sans l’accord de l’auteur.
Challenges- Concomitancy and Innovation OccurrenceInnovation Distribution Channel ; Study case – Commercial Aircraft
Passenger
Airline
Aircraft Manufacturer
Development Office
Corporate Research Center
R&D Centers (Applied R&D)
Universities (Basic R&D)
ßValue input (100)
Air France, Lufthansa...
Airbus, Boeing,... (<7)
Deciders for Technology(System architect) Technology providers
Onera, DLR, Universities
Vertical competitionHorizontal competition
Critical - Strategic Partnership (IP exclusivity) Competitive Advantages (quality, costs, time,
IP exclusivity)
historically
© - Florin Paun, 2015 Ce document et l’information contenue sont la propriété de Florin Paun. Toute reproduction est interdite sans l’accord de l’auteur.
Challenges - Concomitancy and Innovation OccurrenceFondamentals – from Value Distribution Channel
maintenance
Services
Low Cost Pax Charter
Pax
Cargo
Str. Partner.Co-Dev.
Tiers 1
R&D
Passenger
Airline
Dev.
Basic R&D
Tiers 1
R&D
Technology Innovation
auto
mot
ive
automotive
Ene
rgy
To Value Distribution Tree To Value Distribution Interconnected “Mangrove Forest”
T I C
© - Florin Paun, 2015 Ce document et l’information contenue sont la propriété de Florin Paun. Toute reproduction est interdite sans l’accord de l’auteur.
ClusterPass.Airline-100Airport-2Airplane-7Maint. -23R&D -0.6Public-0.06VAT-???
How to…? - Concomitancy and Innovation OccurrenceFondamentals – from Value Distribution Channel
Life in Mangrove Forest
-How to see beyond your « radar » the emergent technologies impacting yourbusiness core faster then your own product/service development time?
Sentinels vs Predators Detecting and Closing deals 10x faster
-First in Market and take it all ?! a new world of Instruments vs Rules are you ever really sure you’re not infringing others IP? build Value Proposition based on IP strategy not only portofolio…
-How to distribute the created Value Track and Deal the related IP
- With whom? Hybrid Humans!
© - Florin Paun, 2015 Ce document et l’information contenue sont la propriété de Florin Paun. Toute reproduction est interdite sans l’accord de l’auteur.
Prof Henry Chesbrough UC Berkeley. Open Innovation : Renewing Groth From Industrial R & D, 10th Annual Innovation
Convergence, Minneapolis Sept 27, 2004
How to…? Winning Speed Open Innovation
© - Florin Paun, 2015 Ce document et l’information contenue sont la propriété de Florin Paun. Toute reproduction est interdite sans l’accord de l’auteur.
dealdeal
deal
deal
dealdeal
Open Innovation ≠ Open bar sur la PI Deals & Deal Makers- Detecting & Transactionning the IP ; Tech Scouters, Jurists, Buyers, Managers,…
In Practice : How to proceed and with whom?How and What to Deal?
Pro
f H
en
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Re
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Co
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Tools to accelerate
9
Accelerate Using of “Time 2 market – Complexity” Limit whileGetting outside the Open Innovation Funnel
Time to Market
Pro
du
ct C
om
ple
xity
(C
ost
s)
Research
Results
Bio-geneticsPharmacy
Aerospace and Defence
Automotive
Sof
twar
e D
evel
opm
ent
Info
rmat
ion
and
Tel
ecom
mun
icat
ion
Agro-food
IndustriesEnergy
Electronics
Main Industrials innovation limitSME’s innovation follow-up limit
Start-up innovation follow-up limit
Diagram by R Stephan UTC
Limits by Authors
(Multi) National Strategic
Program Support
© - Florin Paun 2015Ce document et l’information contenue sont la propriété de Florin Paun. Toute reproduction est interdite sans l’accord de l’auteur.
SMEs – good vectors for technology demonstration in all domains Disruptive/Radical Innovation Get out of its sector, addressing reduced T2Mkt domains
Leosphere
First Sales
Commercialisation ;Marketing, Promotion...
Investment
+ Time (TRL)
Death ValleyDeath Valley
Nombre d’Idées
1000100
10
2-3
1
1 Potentiel Product
Fondamentals : Positioning on the TRL
Risk Level
Entre-IntraPreneur
“Best TechnologyValues Nothingwithout the rightCarrier” R Katz
Large Industrials out of Road MapTechnology Scouting global
disruptions, other domains,…
TRL
1 2 9
SMESME withDevelop. Offices
SME withR&D capacities
Large Industrials within Strategic Road Map
Start-upIncubators, Business Angels
Start-up on niched market (VCapital)
Industrial Venture on big markets
Proof of Concept
TechnologyDémonstrator
Pu
blic
R&
D
Ap
plie
d R
&D
, Car
no
t, F
rau
nh
ofe
r…I I I I I I I
Technology Center (MktPull)Large indust. et suppliers
Support SME
SATT (TechPush) Venture/Licence.
ONERA-Tech/CapitalParteneurial Ecosysteme
Venture/Licence for Large Ind. & TPE/Start-up for niche
© -
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Gates to get into the Open Innovation Funnel – TRL Positionned
Confidentiel
Inputs ; R&D consortium (R&D) ; R&D contracts (R&D, methods + supply?) ; Venture/Licence (Program Manager, Supply Chain)
In Practice : How to proceed and with whom?
Method to hybridise MktPull & TechPush “What is the TRL level ?” - Customer Voice are sunken inside the TRL scale and our minds are Technology Push driven. - Why not referring to a scale related to the Degree of Maturity for the Expression of a Need by a customer?
Theorem : Invest in Projects which match at the DRL+TRL>9 !
DR Level Description for the Demand Readiness Level Description TRL level TR Level
1 Occurrence of a Feeling “something is missing”
2 Identification of a specific need Market certification and sales authorisation
9
3 Identification of the expected functionalities for the new Product/Service
Product Industrialisation 8
4 Quantification of the expected functionalities Industrial Prototype 7
5 Identification of the systemic capabilities (including the project leadership)
Field demonstration for the whole system
6
6 Translation of the expected functionalities into needed capabilities to build the response
Technology development 5
7 Definition of the necessary and sufficient competencies and resources Laboratory demonstration 4
8 Identification of the Experts possessing the competencies Research to prove feasibility 3
9 Building the adapted answer to the expressed need on the market Applied research 2
Fundamental research 1
© - Florin Paun, 2011, Ce document et l’information contenue sont la propriété de Florin Paun. Toute reproduction est interdite sans l’accord de l’auteur.
In Practice Onera’s developed Tools
DRL
TRL
9
9
R&T Interne/
Externe avecContrôle PI
Investissement en Démo Tech. sur Licence Exclusive
ou PI propre
Venture/Licence/vente PI+
TechTransfert Éventuel
R&T
Non Compétitive
-Fondam
entale
SWOT Tech/Marché-
Recherche des Partenaires Pour application/ventes
-
Identifier des applications
Recherche Applications- croisées
+Promotion sur le marché PI
(Patent Troll, Tech Platforms…)
Business Plan/Model
Produit/Service+
SWOT Marché/Tech.
Licence/
Spin-off/
Start-up
3Fonctionnalités
6 Capabilités
Co-development
Partage de Risque et
des Bénéfices-R&D
Collaborative
3Démo Lab
6Demo Cond Opér.
Lim
ite d
es V
ente
s
Activités relatives àl’acteur exploitant
Activités relatives auLaboratoire R&T
Transactions
Activités à faire
Limite desTransactions
Limite entre le TechPush - MktPull
Innovation Process Readiness Diagram©
© Copyright - Florin PAUN & Philippe RICHARD, 2011
How to invest? (Analyse with the use of DRL)
15
Risk sharing co-development contractFrench SME specificity : 95% < 50 employeesLow Business Angels activity and Venture Capital culture Low SME cash disposal for technological development projects
Onera’s Proposed solution Risk sharing co-development contract Product Business Plan analysis Onera investment for its own working program Financial return based on the Product success (≠ subsidies, licenses…) Global benefit on the co-development Onera’s budget
Working Program- long term and high complexity scientist consequent involvementSolution Scientist migration from ONERA to the SME development team
to compensate the socio-cultural asymmetry
Need to Measure the SME interest- the best evidence > 5% of equity open for the scientist
Spin-off 4 Spin-in new Employees Onera’s Charter
In Practice Onera’s developed Tools
16
Assigning the role of “Cultural” Translator to the TTO Shifting the TTO mission from “Look to my baby” to “I’m here to help you
succeeding”
Shifting from Technology Push to Market Pull
Onera’s solutions to compensate / reduce the Asymmetries
Onera-SME collaboration CharterMain objectives :- Favour access to Aerospace & Defence R&D results- Favour emergence of innovative proposals- Provide contract opportunities- Complies with Onera’s mission provide economic
growth
CREATE “TRUSTFULL SPACES”(by “cognitive proximity” [Uzunidis])
17
Fogale nanotech
Onera et l’Open Innovation avec des PME et Start-ups
91 - « Wind » Lidar
31_EM environmentsimulation
91-LASERInterferometer
Porous Ti bio-medicalprosthesis
AccelerometersMEMS
Ship landing For UAVs
91-MedicalImagery
Ultrasounds machining
Capacitive sensors
78-ONERA’s software
Crack trackingand detection
77-Projectile acoustic signature
31- Pressure SensitivePaint
13- Green Aircraft/Silent propeler
UAVs
NHEOLIS 13- Wind mill
Sense and avoidAviation system
Adaptive Optics from space to eyes
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Thank you for your attentionQ&A