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A company approach to innovation

A company approach to innovation . Magnus Madfors Director, External Research Relations Ericsson. A Service View. Ericsson Research. “It’s important, without it you are handicapped” ”I feel nude without it” ”I can’t understand how one could manage, before the mobile phone came!!”

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A company approach to innovation

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  1. A company approach to innovation Magnus MadforsDirector, External Research RelationsEricsson

  2. A Service View Ericsson Research

  3. “It’s important, without it you are handicapped” ”I feel nude without it” ”I can’t understand how one could manage, before the mobile phone came!!” ”No one calls to your home phone any longer”

  4. Mobile terminal evolutionThe “phone” replaces one product after another Video camera Memory stick Game console TV receiver Digital camera PDA MP3 player/Walkman Portable radio Fax ThinkWearable Pager Fixed phone

  5. End-user service areas Content access Browsing, download, streaming and DRM for news, sports, music and entertainment applications Person to person and group communication Voice, simultaneous voice and data, sharing, video telephony, enhanced messaging, presence, and push to talk for flexibility and enhancement to personal communication Local and neworked applications Java, positioning for gaming, navigation applications

  6. GSM Driving the market through research 1990 1980 Leadership in mobile telephony

  7. GSM WCDMA CDMA2000 EDGE GPRS WAP Bluetooth Driving the market through research 1990 2000 1980 Leadership in mobile telephony Leadership in Mobile Internet

  8. GSM WCDMA CDMA2000 EDGE GPRS WAP Bluetooth Beyond 3G Research Driving the market through research 1990 2000 2010+ 1980 Leadership in mobile telephony Leadership in Mobile Internet

  9. What 3G offers NEW SERVICES - Video Calls person to person - Video Clips such as News, Sports etc FAST ACCESS - 384 kbps wideband service for PDA or PC access to e.g. E-mail and Internet - Up to 14 Mbps with Evolved 3G LOW COST - Wideband 5 MHz technology gives low cost per user- Coexistence with GSM WORLD WIDE - Same standard technology adopted inCOVERAGE Europe, Asia and America - Roaming to GSM outside initial 3G coverage

  10. Has then anything changed … in ways of working ?

  11. “Today” “Yesterday” Universities Univ. & Inst. Research Research System Concepts System Concepts Development Development Mode of operation

  12. Dealing with both aspects Strategic and New Areas Strategic Direction External Research Relations Business Decision Ericsson Research Product DevelopmentUnits Researchco-operations Focus Now 5 years 10 years

  13. External Research Relations- A complement to own applied research • Why • Access to leading-edge knowledge • Technical break-through, Society scenarios, Applications, Security, Usability,… • How • Research projects with Universities and Research Institutes world-wide

  14. PRODUCTS RESEARCH IDEAS Research; from ideas to prototypes Technology break-through Users Society Scenarios Market Prototypes for product development Small studies to test research ideas Research projects Time

  15. Ericsson Research R D Click to add title Universities ~70% ~30% Click to add title Ericsson Research ~15% Click to add title Product Units 10 - 20 5 - 15 0 - 5 Years

  16. From idea to products Research Pre-TTT Patenting Standardization Technologies Platforms TTT Concepts Methods & Tools Product Dev. TTM TTT -Time to Technology TTM -Time to Market TTC -Time to Customer TTC Industrialization Time

  17. EU’s 6th framework programme - 2003 – 2006. . . EUREKA / CELTIC programme - 2003 – . . . A Chain of Research programs – Basic studies to New System Concepts • Collaborative research within national and international framework programs harmonises view upon how “Today becomes Tomorrow” • Achieve global consensus on interoperability and future standards • International co-operation also promotes the exchange of scientific information and technological know-how and can further strengthen our position in fast-growing global markets.

  18. WCDMA Demonstration WCDMA concept for 3G 3G Standard Basic studies A Chain of Research programs – From basic studies to New System Concepts Collaborative research in early phases to harmonise view upon how things evolves into the future 6th FP 4th FP 5th FP 3rd FP 2nd FP . . -80’s . . . . -90’s . . . . -00’s . .

  19. China/863-projects US-activities EU-projects ”Other” Japan Korea WWRF Important Relations • Standardisation related • Organisations • ITU-R • ITU-T • 3GPP • 3GPP2 • OMA • IETF • W3C • . . . – Coordination Research – Standardisation…

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