D-MTEC, Chair of Technology and Innovation Management 2. Symposium für Vorausschau und Technologieplanung Heinz Nixdorf Institut

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1 D-MTEC, Chair of Technology and Innovation Management 2. Symposium für Vorausschau und Technologieplanung Heinz Nixdorf Institut Wenn Technologie an ihre Grenzen stösst: Von der technischen Innovation zur Sozial-Innovation, D. Müller 9. und 1. November 26 Schloss Neuhardenberg bei Berlin 31992e Sports industry is growing at a high level Switzerland: Austria: Puma, Adidas: 1 15 billion EUR (car suppliers 5 billion EUR) (Hardware only!) 3 7 % of GDP Expect growth of 1 % until 21 at least Thriving industry in a highly regulated environment 31993e

2 Pole vault: Technology makes the difference Glasfiber Wood Bamboo Metal Data basis: e New York marathon: Low tech, constant times, no improvement 4: 3: hours 2: 1: : men women Boutellier, Müller, Genzen, in Gausemeier e

3 Regulations make technical differentiation impossible Hahnenkamm, Kitzbühl, downhill 2 15 sec Lauberhorn, Wengen, downhill sec e Fastest lap in formula 1: Constant Components get better, system not km/h e

4 Four human limits slow down progress Pole vault F 1, Ski Marathon, 1m Sprint Climbing Technology Regulation Body Psyche Limits of improvement high Progress low Time 31998e Sports industry thrives in a highly regulated environment Triathlon: Small front wheels Innovation Different fields of innovation weight reduction Smaller front wheels Extrapolation Downhill accidents Accident Bans, rules norms, standards 31999e

5 Regulations are important: They limit technical potential Innovation cannot be substituted World championship 1997 St. Moritz, four man bob First 3 disqualified, all Swiss: Axes made of 3 parts, instead of one Hope: Ich habe mich schon die ganze Zeit gefragt, warum sie uns soweit vorausfahren. 32e Standards depend on technology and safety: Innovation stopped 62 norms 18 skis 13 sizes 11 materials 4 helmets 17 norms 7 skis 3 fixations 3 helmets No norms 321e

6 Four man bobs Olympia Turin 26: Within 1 second after four runs Germany Russia Switzerland Canada Germany USA 3:4,42 min 3:4,55 min 3:4,83 min 3:4,92 min 3:41,4 min 3:41,36 min Data basis: 322e Top gets broader Athletes within first 1.5 seconds: Downhill skiing e

7 Everybody same technology: How to differentiate? Flandern km/h Paris-Roubaix km/h e The old business model does not work anymore Better technology More resources for innovations Athlete wins More sales in mass markets 325e

8 Adidas: Sales and FIS points are not related Sales [Mio] Fis points e More models less patents: Differentiation through design 7 6 Anzahl Models Patents Product catalog Rossignol , 327e

9 Market segmentation and new business models Skis for: Ladies Allround Skicross Adventure Freestyle Freeride Active Minor technical differences Leasing Some technical difference surface fixation Ski instructors training: You need 3 pairs of skis 328e Athlete remains pivot point for sales Design Event (Duel) Change environment (Halfpipe) Integrate customer (Applause = Ranking) Sport - Actor: Multitalent Segment mass market Offer combination of Technical/social innovation Grow 329e

10 No differentiation: Duel replaces absolute qualification 198 US olympics: Would you take doping if prove impossible? 98 % yes 321e VZ Zug: Brand awareness doubled with Martina Hingis Mature technology PR Attractive sport Attractive personality 3211e

11 New York Marathon: No technical differentiation But: Event - innovation Change the environment Change the event Go for duels 3212e Mature ski technology develops new technical innovations Best performance Technology less and less Mass market Ease of use (Sale) Ease of adaptation (Leasing) 3213e

12 Sports: 4 different types of technical innovation Radical innovation: Most remain in niches, or disappear No regulation Technology driven: Niches Heavy regulation Hybrid: Athlete / mass markets different Low regulations Brand Mass market No regulation Tony Hawk Didier Cuche Airboard 3214e When technology comes to an end, innovation begins! Intensity Product innovation Process innovation New types of innovation Brands Events Changing environment Integrating customer Business models Split into: Technology for advertising medium Technology for mass market Time 3215e

13 Industry uses some elements: From technical innovation to social innovation Design Event Change environment Lead customer Get your car in Wolfsburg Get your coffee Customer makes the choice 3216e

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