Living Labs: An ocean of customer-centric methods Pieter Ballon iMinds-iLab.o & ENoLL [email protected] 1 Tools Exchange Forum 2012: An Open Space for Collaboration, London 18 Oct 2012
Living Labs: An ocean of customer-centric methods
Pieter Ballon iMinds-iLab.o & ENoLL [email protected]
1 Tools Exchange Forum 2012: An Open Space for Collaboration, London 18 Oct 2012
iMinds in a nutshell: Demand driven ICT innovation
1000+
Researchers accross 5 universities
250+ Projects
with the Industry
700+
Partners in the iMinds ecosystem
35 & 14
Seeds & Spin-offs in the IBBT Incubator program
5 & 2
Dept’s & iLabs for research and innovation
Organized in 5 departments and 2 iLabs
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A Living Lab is.. • a real-life test and experimentation environment where users and producers co-create innovations
• in a trusted, open ecosystem
• using a validated toolset
The iLab.o Living Lab
The iMinds iLab.o Living Lab Toolbox
A toolbox for any project type: ICON, Living Lab, CIP, FP7, …
Panel Management We’ll find and motivate your test-users
Living Lab Methodology We’ll show you how to set up a living lab project – e.g. with LL Analyser and Data Aggregator
Acht TV
Survey
selectie respondenten 1d
Opmaak vragenlijst 2 days
Codering + verzending 2 days
Invullen survey 1 week
Testing
Intake-gesprekken 2 days
Presentatie Rapport Survey+Intake
Testing period 4 days
Focus Groups 2 days
Presentatie Final rapport
07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 01 02 03WK WK 45, november 2010 WK 46, november 2010 WK 47, november 2010 WK 48, december 2010
Prototyping & testing We’ll model a rough idea into a usable app for daily life and test it through
Simulate Your Business Co-design of collaborative business model on the fly
European Network of Living Labs Gateway to 300+ Living Labs
Importance of validated toolbox!
The iLab.o Living Lab Toolbox: User panels
§ Recruitment, management and surveying of test users § Regular representative market reports on all media and ICT usage § Specific categories including urban youngsters, elderly,…
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The iLab.o Living Lab Toolbox: User data dashboards
Currently 6,000+ fully profiled test users Mobile LL appstore with panel of 20,000+ Innovators can have real-time insight in usage
The iLab.o Living Lab Toolbox: Application Prototyping and Co-design
Tools and methods for rapid application prototyping and co-design with users and other stakeholders
The iLab.o Living Lab Toolbox: Business Model building and Partnerships
Multi-touch business model consensus-building and simulation Ready-to-go Partnerships with Cities, SMEs and other LLs
• ENoLL was launched in 2006 under the Finnish EU Presidency, grown into a non-profit international association representing a diverse community of over 300 ENoLL ‘certified’ Living Labs and 22 core members involved in EU-wide Living Lab testing
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Living Lab Toolbox: Worldwide dimension
22 ENoLL Core Members
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• iMinds-iLab.o (BE) • Flemish Living Lab Platform (BE) • Northern Rural-Urban Living Lab (FI) • Laurea Living Labs Network (FI) • HumanTech LivingLab (FI) • Suuntaamo Tampere Central Region Living Lab (FI) • Helsinki Living Lab - Forum Virium Helsinki (FI) • Ways Of Learning for the Future (FR) • Telecommunication Networks Integrated Services Laboratory (EL) • Trentino as a Lab (IT) • Lighting Living Lab (PT) • i2Cat- Catalonia Digital Lab (ES) • espaitec Living Lab (ES) • Bird Living Lab (ES) • Consorcio Fernando de los Rios Living Lab (ES) • Botnia Living Lab (SV) • Manchester Living Lab (UK) • City Lab Coventry (UK) • The European Society of Concurrent Enterprising Network (IT) • Aalto University School of Economics (FI) • ESADE (ES) • Finnish Living Lab Network of Universities of Applied Sciences
(FI) 20/09/21
What can you expect from an accredited Living Lab? § Better user adoption and better user results
(adoption, WTP, user behaviour change) § Highly innovative crowdsourcing and co-design
solutions § Boost in SME and City innovation and business
opportunities
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More accurate user testing results: DVB-H project (2007)
§ Pioneer project in Belgium of mobile television via DVB-H
§ Field Trial and Living Lab for Business Modelling and User Research
§ App. 100 users § 1 year trial (2007 - 2008) § Company Partners: Siemens, VRT, Belgacom,
Telenet, Option, Scientific Atlanta
More accurate user testing results: : DVB-H project (2007)
Mobiele Televisie 1 vraag vs 3 PSAP vragen
0
5
10
15
20
25
30
35
40
45
50
mob tv Finland 1 vraag 1 14 26 47 11
mob tv Vlaanderen 1 vraag 2,3 9,2 35,5 25,8 27,2
mob tv Vl 3 vragen PSAP 0,7 5,4 10,6 43,7 39,7
innovators early adopters early majority late majority laggards
Finland, Traditional User Survey
2006: good potential
2007: proved to be overestimation
Flanders, PSAP method
2007: weak potential
41% 16,7% 47%
Better adoption: Digital Television in Flanders (2004)
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Living Lab project
DTV Living Lab (2003-2004)
§ 2003: Pioneer LL project of Digital TV in Flanders § Partner: Cable operator Telenet (TNT) § 300 Households § Delay in commercial launch a.o. because of iterative
LL process § Now:
§ Market share in Flanders of app. 70% § Income from digital subscriptions 340 mio €/y § Leading in interactive services (total market 45 mio €/y) § Projected growth in line with our forecasts (LL approach
diverging from traditional intention surveys)
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TNT later but much better adoption
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DTV segmentation forecast
0
5
10
15
20
25
30
35
40
DTV 2004 2,3 14,7 35,6 20,9 21,1
innovators early adopters early majority late majority laggards
IBBT PSAP segmentation forecast
DTV segmentation forecast
0
5
10
15
20
25
30
35
40
DTV 2004 2,3 14,7 35,6 20,9 21,1
innovators early adopters early majority late majority laggards
Timing? ½ y 2 y
Q3 05 Q1 06 Q3 07
? ?
Q3 06
Q2 07
138000
300000
1mio (+882000)
Q3 2007
2006: 140000 40000 Belgacom + 100000 Telenet
PSAP segmentation forecast
Q2 2008
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Opera Mobile browser, around 2005
Vodafone Live, around 2005
Innovative Crowdsourcing and co-design: iCity Living Lab (2006)
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Apple iPhone, °2007
Innovative Crowdsourcing and co-design: iCity Living Lab (2006)
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iCity Living Lab, 2006
Innovative Crowdsourcing and co-design: iCity Living Lab (2006)
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Now: Largest mobile internet operator in Belgium
Helping SMEs enter new markets through Living Labs
Homecare & ILS Energy Efficiency
Social Media eManufacturing
Piloting cross-border Living Lab Networks
Common methodology
Common ecosystem approach
Common research benchmark
Common platform guidelines
Common integration framework
Boost in SME & City innovation: APOLLON – Advanced Pilots of Living Labs Operating in Networks (2009-2012)
• Only 8% of European SMEs have cross-border activities • Living Labs provide access to local innovation ecosystems and are federated in ENoLL • Can we use networks of Living Labs to help SMEs innovate and do business abroad?
• APOLLON (2012): Method and Living L a b s e r v i c e marketplace for SMEs and Smart Cities
• H e l p S M E s t o adapt to different usage contexts
• Ensure local buy-in • The Logica Quby
case
Boost in SME & City innovation: APOLLON (2012)
APOLLON Results: SME International Turnover
• Before APOLLON (2008) • 64% of APOLLON SMEs had 0-5% international turnover • Top-20% had 45-60% of international turnover
• At the end of APOLLON (2012) • 27% of APOLLON SMEs had 0-5% international turnover • Top-20% had 55-70% of international turnover
Boost in SME & City participation and business: APOLLON (2012)
Preferred mode of entry in International Markets for SMEs
Takeaways
§ Living Labs provide an ocean of user-centric and open innovation tools
§ Importance of varied and validated toolbox § Real business impacts and success stories § European Network of Living Labs is key gateway
for SMEs and Cities to Living Lab community
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• Find out more…
• www.iminds.be • www.openlivinglabs.eu • smartcitiesnetwork.eu
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Thank you!