Technology Scouting. A case study on the Deutsche Telekom Laboratories.
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1 Technology Scouting. A case study on the Deutsche Telekom Laboratories. René Rohrbeck Deutsche Telekom Laboratories ISPIM-Asia Conference 9 th 12 th January 2007
2 Agenda. Introduction Definition and elements of Technology Scouting Technology Scouting at Deutsche Telekom Laboratories Conclusion Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 1
3 Introduction. Motivation and research question. Motivation Increased competition Increased technological complexity Shorter innovation cycles Fast changing customer needs Management needs to make decisions fast in order to stay ahead of competitors Research gap Research Questions No sufficient research on success factors and organization of technology scouting and interaction with other function of the organization What are the aims of Technology Scouting? What are important success factors of Technology Scouting? How should Technology Scouting be interweaved within the company? What organizational forms have proven to be effective? Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 2
4 Definition and elements of Technology Scouting. Scientific classification of technology intelligence aspect. Using data from the past to anticipate the future Using gathered information for decision making Process and actors Organization Company level Technology Intelligence Regional/ national and supranational level Forecasting Foresight Future Analysis Source: Own figure Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 3
5 Definition and elements of Technology Scouting. Scientific classification of technology sourcing aspect. External Technology Sourcing Fuzzy-front-end of innovation Product specification and development Prototype validation and testing Market launch Innovation Management Storage, internal generation and usage of technological knowledge Technology selling or licensing Technology Management Source: Own figure Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 4
6 Definition and elements of Technology Scouting. Combination of the two aspects. Provisioning of Technology Intelligence to facilitate the Technology Management Identification, assessment and usage of information on technological developments Acquisition, development, storage, usage and selling of technological knowledge Technology Intelligence Technology Management Scouts identify and assess new technologies Technology Scouting Scouts facilitate the sourcing of technology Building and using a network of experts for competitive advantage Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 5
7 Definition and elements of Technology Scouting. Definition of Technology Scouting. The Technology Scout is either an employee of the company or a consultant. He might be part or full-time assigned to the scouting task. Definition of the Technology Scout The desired characteristics of a Technology Scout are similar to the characteristics associated with the Technological Gatekeeper. These characteristics include: lateral thinker, knowledgeable in science and technology, respected inside the company, cross-disciplinary orientated and imaginative. Sources: Wolff (1992), Allen (1971), Wilkin (1974), Taylor (1975), Myers (1983), Nochur (1992), Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 6
8 Generic Process of Technology Scouting. The 6 steps of Technology Scouting can be divided into Technology Intelligence and Technology Souring Selection of Filtering, Evaluating Definition of aims information Collection analyzing, and decision and search areas sources and of data interpreting of making methods to employ data Technology Intelligence Usage of information Technology Sourcing Source: Own figure following Reger (2001) and Ashton/ Stacey (1995) Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 7 7
9 Agenda. Introduction Definition and elements of Technology Scouting Technology Scouting at Deutsche Telekom Laboratories Conclusion Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 8
10 Goal of Technology Scouting at DTAG. Technology Scouting activities at Deutsche Telekom Laboratories are driven by 4 goals. Goals of the Technology Radar Early identification of emerging technologies, technological trends and disrupting technologies Raising the attention for the threats and opportunities of technological development Stimulation of innovation by combining the technology reports with assessment of business potential and by bringing people together Facilitation of the sourcing of external technologies by reaching through the network of technology scouts to their sources of information Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 9 9
11 Process of Technology Scouting at DTAG. The technological findings from the scouting network are used for strategic and operative innovation management.. Identification Selection Assessment Dissemination International Scout Network uses sources in university & industry??????!!!!!!!! Innovation Strategy CTOs and CMOs??!!! R&D and Product Managers Source: Deutsche Telekom Laboratories (2006), The Technology - Radar Edition III/2006 Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 10 10
12 Scouting network of DTAG. The scouts have roles similar to the nodes in a neuronal network and give access to information sources in industry and academia. $ $ Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 11 11
13 Scout typology at DTAG. The DTAG has a balanced portfolio of internal and external as well as full-time and part-time scouts. Full-time Part-time Internal T-Systems Deutsche Telekom Laboratories External Detecon USA Ben Gurion University Shanghai University ASIA Compete The size of the bubbles represents roughly the number of technological findings from the different scouts Source: Own figure with data from interview Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 12 12
14 Scout incentive system at DTAG. Monetary and non-monetary incentives are used for the actors in the scouting network. Actor in scouting network Used incentives Internal scouts Recognition Monetary reward in bonus scheme External scouts Payment per relevant technology identification Business Development opportunity Academic sources Industry sources Recognition Chance for joint research projects Business Development Sales Collaboration opportunity Source: Own figure with data from interview Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 13 13
15 Agenda. Introduction Definition and elements of Technology Scouting Technology Scouting at Deutsche Telekom Laboratories Conclusion Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 14
16 Conclusion. The 3 crucial elements to success of Technology Scouting are goal definition, incentive system and backward-loop. For practitioners 3 elements crucial to success of technology scouting goal definition Tailored incentive system Definition of backward loop to sources Further research Identify ways to measure value contribution of technology scouting Warning function about emerging threats and opportunities Impulse function to start innovation activity Validation of division of labour External scouts for scanning (undirected) Internal scouts for monitoring (directed) Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 15
17 Thank you for your interest. René Rohrbeck Deutsche Telekom Laboratories Ernst-Reuter-Platz 7, Berlin (Tel) Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 16
18 References. References (1/6) Allen, T. J., J. M. Piepmeier and S. Cooney (1971) International Technological Gatekeeper. Technology Review, 73, Anderson, J. (1997) Technology foresight for competitive advantage. Long Range Planning, 30, Ansoff, H. I., R. P. Declerck and R. L. Hayes (1976) From strategic planning to strategic management. London ; New York: Wiley. Arnold, H. M. (2003) Technology Shocks-origins, Management Responses and Firm Performance. Heidelberg and New York: Physica Verlag Springer-Verlag GmbH & Co.KG. Ashton, W. B., B. R. Kinzey and M. E. Gunn, Jr. (1991) A Structured Approach for Monitoring Science and Technology Developments. International Journal of Technology Management, 6, 91. Ashton, W. B. and R. A. Klavans (1997a) An Introduction to Technical Intelligence in Business. In: W. B. Ashton and R. A. Klavans, eds. Keeping abreast of science and technology: technical intelligence for business. Columbus, Ohio: Battelle Press. Ashton, W. B. and R. A. Klavans (1997b) Keeping abreast of science and technology: technical intelligence for business. Columbus, Ohio: Battelle Press. Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 17
19 References. References (2/6) Ashton, W. B. and G. S. Stacey (1995) Technological intelligence in business: Understanding technology threats and opportunities. International Journal of Technology Management, 10, Ayres, R. U. (1969) Technological forecasting and long-range planning. New York: McGraw-Hill. Ayres, R. U. (2000) On forecasting discontinuities. Technological Forecasting and Social Change, 65, Brenner, M. S. (1996) Technology Intelligence and Technology Scouting. Competitive Intelligence Review, 7, Brockhoff, K. (1991) Competitor Technology Intelligence in German Companies. Industrial Marketing Management, 20, Brockhoff, K. (1998) Forschung und Entwicklung : Planung und Kontrolle. München: Oldenbourg. Bürgel, H. D., G. Reger and R. Ackel-Zakour (2005) Technologie-Früherkennung in multinationalen Unternehmen: Ergebnisse einer empirischen Untersuchung. In: M. G. Möhrle and R. Isenmann, eds. Technologie-Roadmapping - Zukunftsstrategien für Technologieunternehmen. Heidelberg, New York: Springer- Verlag, Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 18
20 References. References (3/6) Chatterji, D. (1996) Accessing external sources of technology. Research Technology Management, 39, Christensen, C. M. and M. Overdorf (2000) Meeting the challenge of disruptive change. Harvard Business Review, 78, Cuhls, K. (2003) From forecasting to foresight processes - New participative foresight activities in Germany. Journal of Forecasting, 22, Day, G. S. and P. J. H. Schoemaker (2005) Scanning the periphery. Harvard Business Review, 83, Deutsche Telekom Laboratories (2006) The Technology Radar - Edition II/2006. In: J. Heuer, ed. The Technology Radar. Berlin: Deutsche Telekom Laboratories. Dougherty, E. (1989) Tech Scouts: R&D's Globetrotters. Research & Development, 31, Duberman, J. (1996) Information to change the world--fulfilling the information needs of technology transfer. Database, 19, Gausemeier, J., P. Ebbesmeyer and F. Kallmeyer (2001) Produktinnovation : strategische Plannung und Entwicklung der Produkte von morgen. München: Hanser. Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 19
21 References. References (4/6) Gerybadze, A. (1994) Technology forecasting as a process of organisational intelligence. R & D Management, 24, Gray, P. H. and D. B. Meister (2004) Knowledge Sourcing Effectiveness. Management Science, 50, Hauptmann, O. and S. L. Pope (1992) The process of applied technology forecasting: a study of executive analysis, anticipation, and planning. Technological Forecasting & Social Change, 42, Kobe, C. (2001) Integration der Technologiebeobachtung in die Frühphase von Innovationsprojekten. St. Gallen: University St. Gallen. Lange, V. (1994) Technologische Konkurrenzanalyse: Zur Frühaufklärung von Wettbewerbsinnovationnen bei deutschen Großunternehmen. Wiesbaden: Deutscher Universitätsverlag. Lichtenthaler, E. (2002) Organisation der Technology Intelligence - Eine empirische Untersuchung der Technologiefrühaufklärung in technologieintensiven Grossunternehmen: Verlag Industrielle Organisation. Lichtenthaler, E. (2003) Third generation management of technology intelligence processes. R&D Management, 33, Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 20
22 References. References (5/6) Myers, L. A. (1983) Information-Systems in Research and Development - the Technological Gatekeeper Reconsidered. R & D Management, 13, Nochur, K. S. and T. J. Allen (1992) Do Nominated Boundary Spanners Become Effective Technological Gatekeepers? IEEE Transactions on Engineering Management, 39, T. F. A. M. W. Group (2004) Technology futures analysis: Toward integration of the field and new methods. Technological Forecasting and Social Change, 71, Porter, A. L., A. T. Roper, T. W. Mason, F. A. Rossini and J. Banks (1991) Forecasting and Management of Technology: John Wiley & Sons Inc Reger, G. (2001) Technology foresight in companies: From an indicator to a network and process perspective. Technology Analysis & Strategic Management, 13, Rohrbeck, R., J. Heuer and H. M. Arnold (2006) The Technology Radar an Instrument of Technology Intelligence and Innovation Strategy The 3rd IEEE International Conference on Management of Innovation and Technology. Singapore: IEEE Conference Publishing, 445 Hoes Lane, Piscataway, NJ USA, Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 21
23 References. References (6/6) Salo, A. A. (2001) Incentives in technology foresight. International Journal of Technology Management, 21, Savioz, P. (2002) Technology Intelligence in technology-based SMEs. Zurich: ETH Zurich. Taylor, R. L. (1975) Technological Gatekeeper. R & D Management, 5, Tschirky, H. P. (1994) The Role of Technology-Forecasting and Assessment in Technology Management. R & D Management, 24, Tsoukas, H. and J. Shepherd (2004) Coping with the future: developing organizational foresightfulness - Introduction. Futures, 36, Veugelers, R. (1997) Internal R&D expenditures and external technology sourcing. Research Policy, 26, Wilkin, A. (1974) Some Comments on Information Broker and Technological Gatekeeper. Aslib Proceedings, 26, Wolff, M. F. (1992) Scouting for Technology. Research Technology Management, 35, Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 22
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