European Technology Platforms: developing lead markets? 13/09/2018 Workshop 10 European Technology Platforms: developing lead markets? Frank Brown INSEAD Janez Potočnik European Commission Bernard Meric Hewlett- Packard Rüdiger Iden BASF Jozef Cornu EUREKA Cluster MEDEA+ Koenraad Debackere KU Leuven Monica Beltrametti XEROX

European Technology Platforms: developing lead markets? 13/09/2018 Workshop 10 European Technology Platforms: developing lead markets? Moderator Frank Brown Dean INSEAD

13/09/2018 Janez Potočnik European Commissioner for Research

European Technology Platforms: developing lead markets? 13/09/2018 European Technology Platforms: developing lead markets? Technology Platform & Lead Market Initiative Concept and state of play

13/09/2018 :: The context Jan 2006: Aho report urges Europe to take radical action on research and innovation July 2006: Stakeholder consultation launched Sept 2006: Commission Communication ‘Putting knowledge into practice: A broad-based innovation strategy for the EU’ Dec 2006: Endorsed by the Competitiveness Council

:: European Technology Platforms (ETPs) 13/09/2018 :: European Technology Platforms (ETPs) ETPs are “bottom-up” stakeholder groups, led by industry and integrating research, regulators, financiers, Member States within a certain technology/industrial area (31 ETPs set up since 2002) ETPs role is to: develop stakeholder consensus on a long-term vision for the sector develop “strategic research agenda” (SRA) implement SRA via public&private investment at EU, national and regional level FP7 important tool for SRA implementation (collaborative research; Joint Technology Initiatives; …)

:: What do we understand by “Lead Markets” 13/09/2018 :: What do we understand by “Lead Markets” Markets …. for research and innovation intensive goods, services or technological solutions with a high growth potential, in Europe and globally where EU industry can develop competitive advantage to lead global markets where action by the public sector (as regulator, customer or facilitator) can significantly impact market development that provide solutions to economic or societal challenges (health, energy, environment,..)

:: Key elements of the “Lead Market Initiative” 13/09/2018 :: Key elements of the “Lead Market Initiative” Start with the prospective supply-side view (e.g. strategic research agenda of EU Technology Platforms) Complement supply-side policies with ones aimed at improving business framework conditions and addressing major societal/global challenges Combine demand-side instruments - regulation, standards, IPR, procurement, risk capital A new policy co-ordination approach Demand-side emphasis Hallmarks: systematic, prospective, focused, co-ordinated Better balance/articulation between supply & demand

:: ETP consultation Consultations: ETP; Europe INNOVA panels 13/09/2018 :: ETP consultation Consultations: ETP; Europe INNOVA panels A questionnaire was circulated to all ETPs in July 2006 Potential of technologies to develop world class markets Need for improved business conditions 17 responses received so far, involving 19 ETPs Energy-efficient buildings (Construction ETP + SusChem) Bioproducts/Biorefineries (SusChem + Plants + Forestry) Additional contributions from 14 ETPs: Nanoelectronics; Rail Transport; Road Transport; Hydrogen & Fuel Cells; Space; Steel; Industrial Safety; Food; Textiles; Integral Satcom; eMobility; NanoMedicine; Networked&Electronic Media; Software&Services, Industrial Safety

:: Way forward and roadmap 13/09/2018 :: Way forward and roadmap Jan 07: Interservice working group on Lead Markets established, led by DG Enterprise and Industry Mar 07: Task Forces set up for a number of candidate areas End 07: Policy document Feb 08: Adoption of initiative

European Technology Platforms: developing lead markets? 13/09/2018 Workshop 10 European Technology Platforms: developing lead markets? Bernard Meric Senior Vice President Hewlett-Packard EMEA

European Technology Platforms: developing lead markets? 13/09/2018 Workshop 10 European Technology Platforms: developing lead markets? Monica Beltrametti Vice President and Director Xerox Research Centre Europe Xerox Global Technology & Offering Development

European Technology Platforms: developing lead markets? 13/09/2018 Workshop 10 European Technology Platforms: developing lead markets? Jozef Cornu Chairman EUREKA Cluster MEDEA+

Prof. Dr. Ruediger Iden Head of Physics Research 13/09/2018 Prof. Dr. Ruediger Iden Head of Physics Research Nanotechnology Spokesman BASF Aktiengesellschaft

Innovating for a Better Future Smart Energy Homes 13/09/2018 Innovating for a Better Future Smart Energy Homes An innovation network for research and development

European Technology Platform for Sustainable Chemistry 13/09/2018 European Technology Platform for Sustainable Chemistry SusChem Board Secretariat Horizontal Issues Russel Mills, Dow Member States Mirror Group align research programmes EU/National Industrial Biotechnology Colja Laane, DSM Materials Technology Rüdiger Iden, BASF Reaction and Process Design Klaus Sommer, Bayer TS and many more …

Introduction What is the Smart Energy Home? 13/09/2018 Introduction What is the Smart Energy Home? Integral approach to Smart Energy Homes by integrating Sustainability, Smartness and Comfort / Health issues Zero-emission and zero-energy consumption targets Influence the housing market in the short/medium term Validation of technologies/products by end users Large-scale initiative with the participation of leading European companies / ETP´s The innovativeness of the SEH lies on: Integration of Sustainability, Smartness and Comfort/Health issues Involvement of end-users. Monitoring + feedback on the technologies involved Creation of a market demand for houses that use these technologies, by raising awareness of the benefits of existing products. Creation of a ‘SEH label’: creation of a catalogue of materials + support to any player willing to build SEHs around Europe (Goal: maximize impact, ‘replication effect’) [Q] Do you know any similar initiatives? 17

What’s New in the SEH Integration vs. Fragmentation 13/09/2018 What’s New in the SEH Integration vs. Fragmentation Much more than another prototype of the ‘house of the future’: In summary the Smart Energy Home will provide Partner platform to facilitate testing and scaling up Demonstration platform to showcasing the importance of chemistry and material development for a sustainable future in Europe Direct feedback from end users ‘living innovations’ Implementing results of leading research projects in real life solutions for consumers With the right support considerable market uptake could be achieved within 3 to 5 years rather than 10 to 15 years Energy / resources Health/ comfort Smartness

Building the Lead Market Smart Energy Efficient Home 13/09/2018 Building the Lead Market Smart Energy Efficient Home Harmonization of regulations, accelerate market development, Public promotion, increase awareness and SME support … stimulate research and market speeding up market uptake strengthen European competitiveness (Research & Industry) implementation of new eco-efficient production methods and facilitate next generation high value-added products

Objectives The SEH Initiative Strives to: Facilitate cross-sectoral innovation inspired in homebased situations, wishes, desires and problems of everyone's daily life. Promote the idea of smart energy homes as the preferred home concept in any city, village or neighbourhood across Europe and beyond. Raise consumer awareness about housing energy consumption and demonstrate how can new affordable technologies and products minimize it while contributing to positive living experiences. Support anyone willing to create Smart Energy Homes by providing easy-to-access expert knowledge, materials and training.

The Smart Energy Home: A Home for ‘Living Innovation’ An initiative developed by SusChem, European Technology Platform for SUSTAINABLE CHEMISTRY

European Technology Platforms: developing lead markets? 13/09/2018 Workshop 10 European Technology Platforms: developing lead markets? Koenraad Debackere Professor and General Manager KU Leuven Research and Development

European Technology Platforms: How to foster lead market development 13/09/2018 European Technology Platforms: How to foster lead market development 2007 European Business Summit Koenraad Debackere K.U.Leuven

The variety of activities in the innovation space … 13/09/2018 Technology-push --- demand-pull Discontinuous --- continuous Sustaining --- disruptive Breakthrough --- incremental Systemic --- product Business model --- product --- technology …

The variety of actors in the innovation space … 13/09/2018

The variety of policy views in the innovation space … 13/09/2018 Fostering curiosity driven research --- stimulating demand driven research Policies geared towards individuals --- institutions --- networks Policies driven towards larger infrastructures & technology integration --- smaller, creativity driven projects Need for complementarity and additionality between and within instruments …

The additionality of R&D policy (results: Steunpunt O&O Indicatoren, Leuven) … 13/09/2018

Lessons for technology platforms … 13/09/2018 Occupying the “right” niche in the EU innovation space with an explicit technology focus Striving for economies of scale and scope as required by the technology integration pursued with the platform Determining the right mix of actors, including their complementarity and additionality Setting the right ambitions on sustaining --- disruptive nature of the technology platform pursued  setting the technology dimension right!!!

Lessons for technology platforms … 13/09/2018 BUT … the technology dimension only generates value when coupled to a viable & valuable market dimension: Hence, the need to understand and articulate the lead market concept in order to focus the technology content and the ambition of the platform along such dimensions as: Markets versus users Present versus emergent Ex ante versus ex post Competitive versus pre-competitive Globally leading versus sustaining

European Technology Platforms: developing lead markets? 13/09/2018 Workshop 10 European Technology Platforms: developing lead markets? Frank Brown INSEAD Janez Potočnik European Commission Bernard Meric Hewlett- Packard Rüdiger Iden BASF Jozef Cornu EUREKA Cluster MEDEA+ Koenraad Debackere KU Leuven Monica Beltrametti XEROX