Navigating the Digital Future

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1 October 22, 2013 Navigating the Digital Future The 2013 Global Innovation 1000 Study

2 Introduction R&D Spending Trends Analysis Digital Enablers across the Innovation Value Chain 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 1

3 In 2013, is publishing its 9 th Global Innovation 1000 study focusing on the impact of Digital Enablers Previous Global Innovation 1000 Studies 2013: Navigating the Digital Future 2005: Money Isn't Everything 2006: Smart Spenders 2007: The Customer Connection 2008: Beyond Borders 2009: Profits Down, Spending Steady 2010: How Top Innovators Keep Winning 2011: Why Culture is Key 2012: Making Ideas Work 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 2

4 Over the years, our study has become a recognized contributor to better understanding what drives innovation success Selected Media Coverage Highlights Covered by ABCNews and MSNBC television Featured on NPR radio in US and BBC Radio in UK Cited in over 180 publications across 27 countries Called The most comprehensive assessment of the relationship between R&D investment and corporate performance by The Economist Representative Publications Furthering the Innovation Dialogue 2005 Initiated study to better understand how organizations can maximize their return on innovation investment Found no statistical relationship between R&D spending and success 2006 Defined High Leverage Innovators who produced better results per R&D dollar than industry peers Awarded 2006 Special Achievement Award for Advancing Innovation by Innovate Forum 2007 Identified and defined three innovation strategies (i.e. need seekers, market readers, and tech drivers) Examined the connection between performance and and alignment of corporate and innovation strategies 2008 Identified characteristics of global innovation networks (i.e. R&D footprint) that correlated with higher performance Awarded Best of Visions award from PDMA 2009 Reported impact of global recession on R&D spending 2010 Identified the critical capabilities required for successful innovation and their relationship to corporate performance 2011 Examined the links between business strategy, innovation strategy and culture 2012 Examined the early stages of innovation, i.e. generating ideas and converting them into actionable projects 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 3

5 This year s study, in addition to our annual R&D spend analysis, focuses on digital enablers across the innovation value chain R&D Spending Trends Analysis of R&D spending Annual R&D spending across the 1000 largest R&D spenders globally (publicly-traded firms) R&D spending by region and industry (absolute spending, growth and proportion of total) R&D intensity (spending as percent of revenue) Top 20 R&D spenders globally 10 Most Innovative Companies 2013 Global Innovation 1000 Study Digital Enablers across the Innovation Value Chain Understanding application of digital enablers Usage of large set of digital enablers across the innovation value chain Effectiveness of digital enablers and impact on performance R&D spending on digital enablers Success factors for leveraging digital enablers Usage of digital enablers by innovation strategy Methodology Spending determined based on companies annual reports from their most recent fiscal year, as of June 30, 2013 Most Innovative Companies determined based on web-based survey of nearly 400 senior managers and R&D professionals Methodology Web-based survey of nearly 400 senior managers and R&D professionals to understand impact of digital enablers on innovation results (productivity, innovations outcomes, etc.) Interviews with clients and a subset of survey respondents 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 4

6 Introduction R&D Spending Trends Analysis Digital Enablers across the Innovation Value Chain 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 5

7 Executive Summary 2013 R&D Spending Trends After two consecutive years of 9%+ growth, global R&D spending returned to the long-term growth trend and grew at 5.8% in 2013 to the highest total ever, $638 billion The top three industries by R&D spending continue to be Computing & Electronics, Health, and Auto The Software & Internet, Health, and Auto sectors accounted for 74% of the overall growth in spending; Chemicals & Energy decreased its R&D expenditures Spending in North America grew at an above average rate of 8.6% while Europe grew at a below average rate of 4.5%; Japan reduced its R&D spending by 3.6% China increased R&D spending at the highest rate, 35.8%, but deceleration of R&D growth in China compared to previous years is significant (5-year annualized growth rate of ~ 64%) Tesla Motors and Facebook are new entrants on the 10 Most Innovative Companies list, and Samsung rose in the ranking for the fourth straight year, reaching third place For the fourth year in a row, the 10 Most Innovative Companies outperformed the Top 10 R&D spenders across key financial metrics revenue growth, EBITDA margin, and market cap growth Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 6

8 R&D spending grew 5.8% in 2013, to its highest level ever but this is a slower growth rate than the two prior years of 9%+ growth Global Innovation 1000 R&D Spending ; $ Billions $353 $355 $369 $391 $ year CAGR 5.53% = 5.5% $495 $450 $521 $503 $550 $603 $638 1-year CAGR % 3.7% 6.2% 6.5% 7.9% 10.0% 5.4% -3.5% 9.3% 9.6% 5.8% Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 7

9 The three industries that spend the most on R&D continue to be Computing & Electronics, Healthcare, and Automotive 2012 R&D Spending by Industry $603 Billions 2013 R&D Spending by Industry $638 Billions Aerospace & Defense Software & Internet Telecom Other Consumer 7% 2% 3% 4% 2% Computing & Electronics 28% Aerospace Telecom & Defense Consumer 2% Chemicals 3% 3% 2% & Energy 6% Other 27% Computing & Electronics Chemicals & Energy 7% Software & Internet 8% Industrials 10% Industrials 10% Automotive 16% 21% Healthcare Automotive 16% 22% Healthcare Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 8

10 Nearly three-quarters of the $35B spending growth in 2013 came from the Software & Internet, Healthcare, and Automotive sectors Change in R&D Spending ($ Billions) Change in R&D Spending by Industry Decreases Increases While Computing & Electronics is the largest spender, Software & Internet experienced the largest absolute spending increase Chemicals & Energy was the only sector to decrease its R&D spending this year Represents 74% of growth in R&D spending Software & Internet Healthcare Automotive Industrials Computing & Electronics Telecom Consumer Other Aerospace & Defense Chemicals & Energy Total Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 9

11 The Software & Internet industry increased its R&D spending at a higher rate than any other industry Change in R&D Spending by Industry % 21.1% % 7.1% 6.9% 5.4% 3.7% 2.0% 0.5% Weighted Average 5.8% % Software & Internet Telecom Automotive Healthcare Other Industrials Consumer Computing & Electronics Aerospace & Defense Chemicals & Energy Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 10

12 China continues to increase its R&D spending at a higher rate than Rest of World (ROW), North America, Europe, and Japan Change in R&D Spending by Region Year Growth Rate (%) R&D Spending by Region % R&D Spending ($ Billions) 248, % North America 189, , , ,526.2 ROW China % Weighted Average % 5.8% 5 Europe China ROW North America Europe -3.6% Japan Japan 10 5-Year CAGR (%) Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 11

13 China has steadily gained revenue share among the Innovation 1000 companies but is gaining R&D share at an even faster rate Revenue and R&D Spending by Region: China s R&D share has nearly increased by 8X since % 4.9% 21.5% 5.8% 10.2% 20.5% 0.8% 5.2% 21.7% 3.3% 9.2% 19.9% 1.4% 5.3% 22.6% 4.6% 9.9% 21.2% 2.1% 6.1% 23.3% 6.6% 11.9% 21.1% 2.5% 6.2% 23.3% 7.6% 10.8% 20.1% 3.2% 6.9% 21.3% 8.7% 10.8% 19.1% 29.7% 34.4% 31.9% 36.7% 32.3% 35.3% 30.2% 32.9% 30.0% 34.2% 29.7% 34.3% China ROW Japan Europe North America 43.5% 29.1% 40.4% 31.0% 38.5% 29.0% 38.3% 27.4% 37.9% 27.3% 39.0% 27.1% R&D 2008 Revenue 2008 R&D 2009 Revenue 2009 R&D 2010 Revenue 2010 R&D 2011 Revenue 2011 Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis R&D 2012 Revenue 2012 R&D Revenue 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 12

14 Given strong R&D spending increase combined with very modest revenue increase, R&D intensity has increased significantly CAGR (%) % 5% R&D Spending and Revenue CAGR 1) R&D Intensity 2) Revenue CAGR R&D Spending CAGR Intensity (%) 3.73% 15% % 3.52% 8% 7% 5% 3.42% 3.42% 3.43% % 3.60% -5-4% % ) Innovation 2013 yearly R&D spending comparison for the 911 companies for which R&D spending available for 2012 and ) R&D intensity is the share of revenue spent on R&D Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 13

15 Overall R&D spending grew at a higher rate than revenue and increased R&D intensity Indexed to R&D, Revenue, and Intensity Indexed to 1998 R&D Spending Revenue R&D Spending as % of Revenue Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 14

16 Google (#12) & Sony (#20) are new Top 20 R&D spenders in Top 20 R&D Spending Ranking Rank Company Geography Industry Increase or decrease within Top 20 ranking compared to R&D spending ($B) 1 Toyota Motor Corp Japan Auto Novartis AG Europe Health Roche Holding AG Europe Health Pfizer Inc N. America Health Microsoft Corp N. America Software & Internet Samsung ROW Computing & Electronics Merck & Co Inc N. America Health Intel Corp N. America Computing & Electronics General Motors Co N. America Auto Nokia OYJ Europe Computing & Electronics Volkswagen AG Europe Auto Johnson & Johnson N. America Health Sanofi Europe Health Panasonic Corp Japan Computing & Electronics Honda Motor Co Japan Auto GlaxoSmithKline Europe Health IBM N. America Computing & Electronics Cisco Systems Inc N. America Computing & Electronics Daimler AG Europe Auto AstraZeneca PLC Europe Health Top 20 R&D Spending Ranking* Rank Company Geography Industry Total $153.6 Cisco Systems Inc moved to #24 AstraZeneca PLC moved to #26 Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx *Note: The methodology for calculating R&D spending changed this year, so some rankings are a result of methodology change rather than actual spending change R&D spending ($B) 1 Volkswagen Europe Auto Samsung ROW Computing & Electronics Roche Holding AG Europe Health Intel Corp North America Computing & Electronics Microsoft Corp North America Software & Internet Toyota Motor Corp Japan Auto Novartis AG Europe Health Merck & Co Inc North America Health Pfizer Inc North America Health Johnson & Johnson North America Health General Motors Co North America Auto Google Inc NEW North America Software & Internet Honda Motor Co Japan Auto Daimler AG Europe Auto Sanofi Europe Health IBM North America Computing &Electronics GlaxoSmithKline Europe Health Nokia OYJ Europe Computing & Electronics Panasonic Corp Japan Computing & Electronics Sony Corp NEW Japan Computing & Electronics 5.7 Total $

17 Tesla Motors is a new entrant among the 10 Most Innovative Companies, Facebook rejoined the list 10 Most Innovative Companies 2013 Rank Company 2013 R&D Spending ($M) Overall Spending Rank Industry Spending Rank 2013 Revenue ($M) Spending as % of Revenue (Intensity) 1 Apple Inc $3, $156, % 2 Google Inc $6, $50, % 3 Samsung $10, $178, % 4 Amazon.com Inc $4, $61, % 5 3M Corp $1, $29, % 6 General Electric Co $4, $144, % 7 Microsoft Corp $9, $73, % 8 Intl Business Machines Corp $6, $104, % 9 Tesla Motors Inc NEW $ $ % 10 Facebook Inc NEW $1, $5, % Procter & Gamble moved to 13 th ; Toyota moved to 16 th Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx Increase or decrease within Most Innovative ranking compared to

18 Samsung rose in the rankings for the fourth straight year, displacing 3M as the 3 rd most innovative Change in the 10 Most Innovative Companies Ranking st 2 nd 3 rd 4 th 5 th 6 th 7 th 8 th 9 th 10 th Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 17

19 As in previous years, there are significant differences between the 10 Most Innovative Companies and the Top 10 R&D spenders Rank Company Most Innovative Companies 2013 Top 10 R&D Spending Ranking 2013 R&D Spending ($B) Spending Rank R&D/ Revenue (Intensity) 1 Apple Inc $ % 2 Google Inc $ % 3 Samsung $ % 4 Amazon.com Inc $ % Industry Computing & Electronics Software & Internet Computing & Electronics Software & Internet 5 3M Corp $ % Industrials 6 7 General Electric Co Microsoft Corp $ % Industrials $ % 8 IBM $ % 9 Tesla Motors Inc Software & Internet Computing & Electronics $ % Auto 10 Facebook Inc $ % Total R&D Spending $49.1B Software & Internet Rank Company 2013 R&D Spending ($B) Region R&D/ Revenue (Intensity) Industry 1 Volkswagen $11.4 Europe 4.6% Auto 2 Samsung $10.4 ROW 5.8% 3 Roche Holding AG Computing & Electronics $10.2 Europe 21.0% Health 4 Intel Corp $10.1 N. America 19.0% 5 Microsoft Corp $9.8 N. America 13.3% 6 Toyota Motor Corp Computing & Electronics Software & Internet $9.8 Japan 3.7% Auto 7 Novartis AG $9.3 Europe 16.5% Health 8 Merck & Co Inc $8.2 N. America 17.3% Health 9 Pfizer Inc $7.9 N. America 13.3% Health 10 Companies appearing on both lists Johnson & Johnson Total R&D Spending Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis $7.7 N. America 11.4% Health $94.8B 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 18

20 Consistent with prior years findings, the 10 Most Innovative Companies outperform the Top 10 Spenders 10 Most Innovative Companies * vs. Top 10 R&D Spenders Highest Possible Score: 100% 10 Most Innovative Companies Top 10 R&D Spenders Insights Among the Most Innovative Companies, all but GE, Microsoft, and Google outperformed their industries on market cap growth Normalized Performance of Industry Peers: 50% 54% 45% 71% 69% 66% 45% The high market cap growth of the Most Innovative Companies was driven by high performance from Samsung, Apple, and Amazon Apple, Samsung, and Amazon also saw the greatest revenue growth among the Most Innovative Companies The Top 10 Spenders lag their industry peers on revenue and market cap growth Lowest Possible Score: 0% Revenue Growth (5-yr. CAGR) EBITDA as a % of Revenue (5-yr. Avg.) Market Cap Growth (5- yr. CAGR) Sources: Bloomberg data; Capital IQ data; Innovation 1000 articles in strategy + business; analysis Among the Top 10 Spenders, only Volkswagen and Samsung outperformed their industries on all three financial measures *Only 8 of the 10 Most Innovative Companies were included in this analysis. Tesla and Facebook were removed as they did not have Market Cap data spanning back 5 years. 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 19

21 Introduction R&D Spending Trends Analysis Digital Enablers across the Innovation Value Chain 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 20

22 Executive Summary Survey Findings Overall, companies spend an average of 8.1% of their R&D budget on digital enablers; the Software & Internet, Aerospace & Defense, and Health industries spend the highest proportions These tools fall into two categories: Productivity Enablers and Market and Customer Insight Enablers Productivity Enablers are commonly used, must-have enablers to establish baseline productivity Market and Customer Insight Enablers are emerging enablers focused on understanding market and customer needs Our survey results show that usage and effectiveness of these tools aren t correlated some heavily used Productivity Enablers simply aren t very effective, while several less used Market and Customer Insights Enablers turn out to be highly effective Only ~26% of digital enablers are used significantly and also considered strongly effective by survey respondents However, companies using enablers significantly are ~77% more likely to report that they outperform competitors than companies using them moderately We found significant differences in terms of usage based on companies overall innovation strategy with Need Seekers claiming highest usage frequency of digital enablers Sources: Bloomberg data; Capital IQ data; Global Innovation 1000 survey; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 21

23 Companies use a wide variety of digital Productivity and Market & Customer Insight enablers across the innovation value chain Market and Customer Insight Enablers Emerging enablers focused on understanding market and customer needs Productivity Enablers Commonly used, musthave enablers to establish baseline productivity Sources: Global Innovation 1000 survey; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 22

24 Software & Internet Aerospace & Defense Health Consumer Chemicals & Energy Industrials Telecom Auto Computing & Electronics Other Among all industries Software & Internet companies spend the highest proportion of their R&D budgets on digital enablers Spending on digital enablers, in % of R&D spending and in $B 1) Average weighted by # of responses per % spend category 2) 15.0% 12.0% % % 7.2% % % % % % 0.9 Average 8.1% Total Spending 1) Calculated by applying the Average of % Spending (as determined by survey respondents) on the left to the overall industry R&D spending (as calculated from Bloomberg and Capital IQ data) 2) % spend categories: <5%, 6-10%, 11-20%, 21-30%, 31-40%, 41-50%, and >50% Sources: Bloomberg data; Capital IQ data; Global Innovation 1000 survey; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 23

25 Companies using digital enablers significantly are 77% more likely to report that they outperform competitors than moderate users Respondents with perceived overall financial outperformance relative to competitors (in %) +77% 53% 30% Moderate usage of digital enablers Significant usage of digital enablers Minimal Usage Significant Usage Used Moderately = 1, 2, or 3 Used Significantly = 4 or 5 Sources: Global Innovation 1000 survey; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 24

26 In 2007 we defined three distinct innovation strategies which we further explored in subsequent studies Three Innovation Strategies Example Companies Need Seekers Consistently strive to be first movers; Proactively engage customers to determine needs and shape new innovations; Determine new innovations market back from market need identification Market Readers Adopt a 2 nd mover strategy; Focus on driving value through incremental change; New innovations determined market back; although not as proactively as Need Seekers Technology Drivers Drive innovation via technological achievement; Leverage technology for both incremental and breakthrough change. The least proactive of the three strategies in directly contacting customers Sources: Innovation 1000 articles in strategy + business 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 25

27 In 2011 we found that Need Seekers possess the highest level of strategic alignment and cultural support % of Respondents Innovation Strategy Alignment with Business Strategy % of Respondents Innovation Strategy Supported by Company Culture 100% 80% 30.3% 8.4% 7.9% 34.2% 32.9% Highly Aligned 100% 80% 41.2% 6.9% 31.2% 14.0% 28.5% Strongly Supports 60% 60% 40% 50.9% 34.7% 37.7% 40% 38.8% 33.7% 33.8% 20% 15.2% 19.8% 17.1% 20% 15.8% 21.3% 17.5% 0% 3.6% Need Seeker 3.0% Market Reader 4.4% Technology Driver Not Aligned 0% 3.6% 0.6% Need Seeker 6.9% Market Reader 6.1% Technology Driver Does not Support Sources: 2011 Global Innovation 1000 survey 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 26

28 In 2012 we found that the innovation models use idea generation tools and mechanisms at the front end that support their strategies Which of the following tools and mechanisms, if any, does your organization use to generate new ideas? (1) Indexed average value across all survey respondents End-User Insight Tools Idea Work-Out End Sessions User Insight Tools Social Network Data Mining End User / Customer Focus Groups Direct Customer Observation Need Seekers over-index on tools/mechanisms that provide deep end-user insights Market Insight Tools Market Insight Tools Feedback from Sales & Customer Sppt Traditional Market Research Seed Funding for Exploratory Research Market Readers over-index on tools/mechanisms that provide market insights and demand leads Technology Foresight Tools Periodic Meetings of Technical Community Technology Foresight Tools Technology Road Mapping External Technology & Idea Scouting Cross B.U. Communities of Practice 0.85 (1) Responses reflect the indexed value of the likelihood that respondents are choosing a value higher or lower compared to the average across all responses. An index value of 1 represents the indexed average of responses Sources: 2012 Global Innovation 1000 survey Technology Drivers over-index on tools/ mechanisms that guide where/ how they can push the tech frontier 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 27

29 In 2013 we found that Need Seekers claimed the highest usage of digital enablers, with 62% of respondents using them significantly Respondents using digital enablers significantly in innovation processes and product development cycles in %, N = % 48% 25% Need Seekers Technology Drivers Market Readers Sources: 2013 Global Innovation 1000 survey; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 28

30 While priorities differ slightly by innovation strategy, companies demonstrate a high level of agreement on most used digital enablers Color Key: Productivity enabler Market and customer insight enabler Most Used Enablers by Innovation Strategy Market Readers Monitoring tools Idea capture tools Social media management dashboards All Three Simulation tools Need Seekers Visualization and engagement tools Big data tools Customer profiling Co-design tools Project management Crowdsourcing Collaborative environments CRM systems ERP platforms Tech Drivers Enhanced PLM systems Discussion platforms Rapid prototyping Sources: 2013 Global Innovation 1000 survey; analysis 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 29

31 The 2013 Global Innovation 1000 Study: Navigating the Digital Future For the complete study and additional information on the annual Global Innovation 1000 Study Please Visit: (official release on October 22 nd ) For media or other inquiries, please contact Katrina Grochocki 's 2013 Global Innovation 1000 Study_Navigating the Digital Future_Fact Pack.pptx 30

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