Open Innovation 3.0 FDIN 26 November 2009

2 Open Innovation 3.0

Over the past few years, more and more companies have been experimenting with open innovation across three key areas Outside - In Inside - Out Business Model Bringing new ideas and technologies into the business Pushing both core and non-core technologies outside to release value Innovating around the transfer / collaboration mechanism

Outside-In attracts the most attention but so far few have gained the benefits as they struggle with internal process Outside - In Inside - Out Business Model Bringing new ideas and technologies into the business Issues: 66% major companies have now tried this < 10% got products onto the market Challenges: Single vs. multiple owners internally Need to change / adapt processes Gap in internal capabilities

The significant change will appear as more companies start to see the opportunities from open innovation business models Shift from Technology Transfer to Knowledge Transfer Key companies do own deals Operating independent of IP law Implications: IP systems will evolve Control systems vs. individual IP Commons vs. pools e.g. Nokia buy out of Symbian –Make operating systems open –Keep ahead of Microsoft threat –Compete with Google Android “Everybody sees it / Nobody owns it” 5 Outside - In Inside - Out Business Model

A current example of open business model innovation in practice is improving the efficiency of Schiphol airport

Nokia is the leader in high-margin mass-market product innovation on a journey to innovate in services to same effect

Nokia and Reuters have been successfully exploring what impact they can have by using existing data in new ways

9 Open Foresight - The Next Big Thing

Many firms looking for higher growth rates are looking over the usual horizon to see and act on the future ahead of peers

In doing so they are looking to place intelligent bets by understanding the probable future in many key areas

Companies such as Shell, IBM, Nokia, P&G etc have all been looking at how the world outside their sector will change World Now World Future Market Now Market Future

The Future Agenda programme is bringing open innovation ideas to the world of foresight and new opportunity scoping Pick the big issues for the next decade Start with expert views Invite other experts to add their perspectives Put these out for anyone / anywhere to comment on Synthesise and give everyone access to everything Invite the best contributors to events to explore the opportunities After 3 weeks – visits, 1025 pdf downloads, 115 countries

Transport We live in a world at the point of significant change: Around half of us recognise that we need to travel less, just at the same time as the other half want to travel more.

Less Choice Fewer choices provide higher levels of satisfaction: We can see consumers making a trade-off between variety and cost: Cost is winning and, as Asian consumers set the global trends, we will be focused on less variety not more.

Global Connectivity In 2010 the number of mobile subscribers reaches 1bn. By 2020 there may well be as many as 50bn devices connected to each other. Everything that can benefit from a network connection will have one.

Asian EURO The introduction of a broad-basket ACU (Asian Currency Unit) as the third global reserve currency will provide the world with the opportunity to more appropriately balance economic influence and trade.

Food Markets In the next decade, the world economics of food will change and food will change the economics of the world. Decisions on where and what to produce will be made on a global basis not by individual market or geography.

This allows us to see how the cross sector ‘catalysts for innovation’ are changing and providing new opportunities Current innovation catalysts: Web 2.0 Mass personalisation Carbon Wellness Collaboration Emerging innovation catalysts: Water Authenticity Embedded Energy Healthcare Insurance People Tracking

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Open Innovation 3.0 FDIN 26 November 2009