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FITT (Fostering Interregional Exchange in ICT Technology Transfer)

FITT (Fostering Interregional Exchange in ICT Technology Transfer).

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FITT (Fostering Interregional Exchange in ICT Technology Transfer)

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  1. FITT (Fostering Interregional Exchange in ICT Technology Transfer)

  2. 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

  3. Living Labs as a platform for real life testing: opportunity & potential detection 02/07/2009 Prof. Lieven De Marez IBBT-iLab.o

  4. IBBT iLab.o?

  5. Why Living Labs?Today’s ICT environment Industry Convergence Increased Competition Failing Innovation Even more Competition Only Incremental Innovation Shortened Life Cycles Living Lab = A Unique Environment to Experiment withReal Innovation, with Users and the Complete Value Network

  6. 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)

  7. Living Labs @ IBBT - iLab.o … … transcending ‘one shot user feedback approach’ •  continuous user feedback (through all NPD-stadia) Potential Identification / BM / Introduction Opportunity identification Shaping AI AI AI AI

  8. Living Labs @ IBBT - iLab.o … … opportunity identification • ROMAS – i-City Living Lab (wls cities) ca. 600 test users (2007) • Opportunities for mobile city applications? Focus Groups Alpha’s + (un)familiar 80 ideas Interest & Requirements Survey (N:450)

  9. Living Labs @ IBBT - iLab.o … … opportunity identification Potential Identification / BM / Introduction Opportunity identification Shaping Focus Groups Alpha’s + (un)familiar 80 ideas Interest & Requirements Survey (N:450) Profiling - Observation – Diaries – Photo Elicitation -Interviews Development e.g. Mobile News Usability Testing Logging & Evaluation

  10. Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf) • Living Lab 2007-8, app. N: 100 • Survey (needs) + proxy innovation assessment + diaries + usability + observation + photo-elicitation + focus groups + …

  11. Potential new Mobile TV prime times Potential for new prime Times Potential for new prime Times Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf) Needs & Wants? Wtp? Usage Contexts User profiles? 12:00 08:00 Rational Rational Emo 18:00 06:00 19:00 Emo Sleep Prime time classical TV 00:00

  12. Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection 17%

  13. Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection Mass Market Potential ? As promising as abroad? No, but … Finland, 1 intention Q 2006: promising potential 2007: overestimation Flanders, 3 intention Q’s Modest Potential No Mass Market Potential 17% 41% 40% 3 Q 1 Q 1 Q Potential in Finland = potential in Flanders?

  14. Living Labs @ IBBT - iLab.o … … Digital Television: potential detection • Digital Television, 2004, n: 1006 • Launch DTV in Flanders: Q3 2005 2006: 140000 40000 Belgacom + 100000 Telenet Q3 2007 Q3 06 +882000 300000 138000 Q3 05 Q1 06 Q3 07 ? ½ y 2 y ? Timing?

  15. 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 !

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