sirris materials day 2011 how to smartize your product - hans vercammen - sirris

het collectief centrum van de Belgische technologische industrie

Smart Products: Sirris’ visionSmart products: why and how?

Sirris & Agoria identified this theme

as highly important for the technology industry

because of its disruptive potential

to create new innovative products

and so creating sustainable growth

SMART as a Product or Technology Strategy

5-10-2011© Sirris | www.sirris.be | info@sirris.be | 2

Definition of SMART: a tentative consensus

A Smart Product

• uses information about itself, other products, or its environment

• to provide new or multiple functionalities

• that are able to differentiate the product in a particular market

A smart technology

• can be turned into an offering

• that enables other products to become smart products

• Smart composites• Smart body protection• Smart eco-system infrastructure• Smart learning• Smart systems• Smart fertilizing

Smart productswith (smart) materials

WBCSD Vision 2050(The World Business Council for Sustainable Development)

Next innovation wave = about sustainable innovation= about smart innovation with materials

Smart materials make Smart Products= a response to megatrends

[Environmental] Materials that are sustainable(they have to ensure longer lifetime & decrease environmental impact) [Geopolitical]

Less strategic (or scarce) materials that are less available e.g. in Belgium

[Technological]Smart Materials or smart combinationsof materials to increase theeffectiveness of materials used (Multifunctional, Functionality on demand, ...)

Smart Products

• Smart Products using smart materials to respond to a changing business environment:

• The drive to do less with more(C2C, sustainable materials, netshapefunctionality, ...)

• Replace or avoid scarce materials by a smartreplacement

• Think multifunctional

• Use Smart Materials to enhanceproduct features & suprise yourcustomer

• Rethink your business model ifrequired

Let’s Smartize your product

Smart? Come again please

A Smart Product

• uses information about itself, other products, or its environment

• to provide new or multiple functionalities

• that are able to differentiate the product in a particular market

A smart technology

• can be turned into an offering

• that enables other products to become smart products

Smart in your Company Case…

5-10-2011© sirris 2010 | www.sirris.be | info@sirris.be | 12

• Business model & Risk Analysis

• Technology evaluation• KSF’s

• Finding the right building blocks

• Experimentation• Technology scouting• Network building

themesoptions scenarios decision

Opportunity Spotting

SmartPositioning

Smart Exploration

Realization plan

• Product & market• Business related• Technology related• Product engineering• Specific opportunities

• Self Conscious• Ambient Conscious• Eco-system Conscious• User Conscious

… 4 rounds

Round 1: Smart Opportunity Spotting

5-10-2011© Sirris | www.sirris.be | info@sirris.be |13

Product

4 dimensions for making products smart

Make the Product more Eco-System Conscious

Make the Product moreSelf-Conscious

Make theProduct more

User-Conscious

Make the Product more

Ambient-Conscious

ProductMake the

Product more Eco-System Conscious

User-Conscious

Ambient-Conscious

ProductMake the

User-Conscious

Ambient-Conscious

ProductMake the

User-Conscious

Ambient-Conscious

ProductMake the

User-Conscious

Ambient-Conscious

The Smart Opportunity Spotter

Example

• A company offering bicycles to people in a city

Example: bicycle company

Add location system (gps)t o bicycles to retrieve lost ones

Use the usage data of bicycles to optimize distribution across the city

Add noise and pollution sensor to offer services to government

Observe users and provide them with alternative routes

Use recyclable metarials that can be re-used inanother applicaiton

Use an adaptive material to fit the seating to every user

Use a self-healing rubber to prevent flat tires

Set up alliances with tourist department of city to promote touristic routes

Round 2: Smart Positioning

Smart Positioning

• Introducing smart products involves many different aspects. • Often a more complex discussion than on enabling

technologies alone. • It can require rethinking of the actual technology & product

development, of organizational, engineering & design aspects or even impact your current business model, revenue streams or the market your are in.

• On the other hand you as a company might be in possession of technology that can enable other companies to create smart products.

Understanding what is relevant and what to master for your Smart Opportunity

• Technology related themes• Product & market related themes• Product engineering related themes• Business related themes• Specific opportunities

Have been bundled in an inspirational document

Smart Positioning Wheel

Technology related themes

• Specific relevant material based technologies• Specific relevant ICT technologies• Emerging technology domains of interest• Packing a technology as a service• Mastering technologies and technology domains• Make or buy decisions• IPR protection of technologies• …

Product & market related themes

• New functionalities• New application domains• New value propositions• …

Product engineering related themes

• Engineering & development challenges• Key design requirements & constraints (safety, size, power

consumption, …)• Interdisciplinary design• …

Business related themes

• Business opportunities for making products smart• Differentiators for the product• Complementary assets (value capturing)• Business Models & transition to new business models• Place in the value chain, or changing position in the value

chain• …

Specific opportunities

• Opportunities concerning data sets in your possession• User communities you have set up • New disruptive innovations• ®evolutions of existing products• Sustainability of current offering• …

ExampleAdd location system (gps) to bicycles

Technologies for location awareness

Technology for noise pollution sensors

Technology Scouting Program

Technology Partners

Optimizing distribution

Collecting pollution data

Touristic Sector

Equipping the bicycles

Software development

Privacy

Community of commuters

Mobility data

Recycling of bike or bike parts

New revenue streamsBy selling data

Self-healing rubber tires, adaptive materials for bike seat

Round 3&4: Smart Exploration & Plan

Exploring and Planning Smart Opportunities

• Alex Osterwalder & Ives Pigneur• A set of simple, tested tools for understanding,

designing, reworking, and implementing business models

• A common language for systematically understand, design, and implement a new business model - or analyze and renovate an old one

• Co-authored by 470 Business Model Canvas practitioners from 45 countries

• Financed and produced independently of the traditional publishing industry.

• http://www.businessmodelgeneration.com/

Canvas for Coaching companies

OfferingPollution data

Data server

Government

electronicInternet service

pay data

monthly fee

SalarySoftwaredevelopment

ITpersonel

personalservice

Software developers

IRCEL-CELINE

sirris materials day 2011 how to smartize your product - hans vercammen - sirris

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