1 University of Southern California Viterbi School of Engineering Technology Transfer Center Technology Transfer and Wealth Creation in the 21 st Century Ken Dozier NASA Far West RTTC Los Angeles County Technology Week Antelope Valley District Reception 1/20/2005

2 University of Southern California Viterbi School of Engineering Technology Transfer Center Organization History 1967 NIAC Started 1976 Subsidized Information Searches 1982 Information Services Expanded, RISS Launched 1984 Affiliate Network Starts 1991 Affiliate Network Expands 1992 USC Selected as RTTC 1994 Wins TRP Award 1997 ETTC Formed Since 1967, USC has been developing Primary Market Research for NASA in the area of Technology Transfer.

3 University of Southern California Viterbi School of Engineering Technology Transfer Center “When the Rate of Change Outside is Greater Than the Rate of Change Inside, The End Is In Sight” Jack Welch, Chairmen General Electric The Future

4 University of Southern California Viterbi School of Engineering Technology Transfer Center “ According to Silicon Valley CEO’s, 60 % of the high-tech items they manufacture today did not exist 10 months ago” Lon Hatamiya, Secretary - California Trade and Commerce Agency Velocity

5 University of Southern California Viterbi School of Engineering Technology Transfer Center What is Knowledge ? TruthKnowledgeBelief Universal No Debate Effect Social Converge on debate Cause Personal Diverge on debate Cause Source: “10 Philosophical Mistakes” Adler 85

6 University of Southern California Viterbi School of Engineering Technology Transfer Center “where... The ENIAC is equipped with 18,000 vacuum tubes and weighs 30 tons, computer in the the future may have only 1,000 vacuum tubes and weigh only 1.5 tons” - Popular Mechanics, 1949 “I predict the internet... Will go spectacularly supernova and in 1996 catastrophically collapse ” - Bob Metcalfe, 3COM founder and inventor, 1995 “This ‘Telephone’ has too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us” - Western Union, Internal memo, 1876 “The problem with television is that the people must sit and keep their eyes glued on a screen; The average American family hasn’t time for it” - New York Times, 1949 “There is no reason anyone would want a computer in their home” - Ken Olson, president and founder, Digital Equipment Corp., 1977 “Man will never reach the moon, regardless of all future scientific advances” Lee De Forest, Radio Pioneer, 1957 The Future

7 University of Southern California Viterbi School of Engineering Technology Transfer Center Source: The 2003 World Competitiveness Yearbook IMD International 3.Canada 4.Malaysia 5.Germany 6.Taiwan 7.United Kingdom 8.France 9.Mexico 10.Thailand Global Competition 1. 2.

8 University of Southern California Viterbi School of Engineering Technology Transfer Center 1 st Perspective Knowledge is a New Kind of Asset –The foundation of industrialized economy is shifting from natural resources to intellectual assets (Hansen 99) (Davis 98) –Knowledge assets are viewed as factors of production that may be more important than traditional resources of capital, labor and land. (Davis 98) –Converging technologies and rapid innovations can transform markets Overnight. Administrative systems no longer provide the underpinnings of value creation. (Teece 98) –Reward goes to those who are good a sensing and seizing opportunities. Dynamic capabilities are most likely to be resident in firms that are highly entrepreneurial. (Teece 98)

9 University of Southern California Viterbi School of Engineering Technology Transfer Center Entrepreneurship Super Normal Wealth Creator –Business Environments Have Become Hypercompetitive because of the High Magnitude and Velocity of Interfirm Rivalries (D’Aveni, 94) –Innovations in Products, Services, Business Processes, and Organizational Designs are Creating Dramatic Discontinuities in Product- Market Spaces and Disrupting the Traditional Approaches to Competitive Strategies and Business Conduct (Christensen, 97) –In the Short Run, Entrepreneurial Firms Reaps Supernormal Returns (Create Wealth) as Established Incumbents and Rivals Seek to Understand the Competitive Disruptions in their Market Space.(Christensen 97) –Thus Competition Occurs in the Form of a Series of Market Disruption Moves by New Entrants or Entrepreneurial Firms and Efforts by Incumbents and Rivals to Shape Their Response Actions (Young et al 96) 2 nd Perspective

10 University of Southern California Viterbi School of Engineering Technology Transfer Center 3 rd Perspective Entrepreneurial Firms Represent a New Online Community –Network computing, supported by advanced communications infrastructure, can facilitate collaborative entrepreneuralism (Teece 98) –Successful business models set themselves apart in their communication design leading to a deconstruction of traditional value chains and the emergence of value Webs. (Lechner 01) –The most critical factor for a venture business success is how to implement and commercialize lab-based technology/knowledge/ideas into actual products and/or services (Sung 01) –Entrepreneurial firms use knowledge to reshape clusters of assets in distinctive and unique combinations to serve ever changing customer needs. (Teece 98) –The key sources of wealth creation at the dawn of the new millennium will lie with new enterprise formation. (Teece 98)

11 University of Southern California Viterbi School of Engineering Technology Transfer Center Developers Drivers Gates “Microsoft”Xerox Jobs “Apple” Xerox Clark “SGI” E&S, Stanford Clark “Netscape”University of Illinois Licensing Wealth

12 University of Southern California Viterbi School of Engineering Technology Transfer Center Make & Sell vs Sense & Respond Incubators and Science Parks created to bridge gap between development and commercialization Chart Source: Corporate Information Systems, Applegate Venture: Niche markets, public trading (pull) Federal Agencies, SBIR: Mission Based, Linear (push) Universities: Curiosity Based, emerging, (push) Chabol (large companies) hierarchy, products based, (push)

13 University of Southern California Viterbi School of Engineering Technology Transfer Center Exponential Value of Interconnections Copyright SRI International 2002 Possibility for creating N(2(N-1)-1) value

14 University of Southern California Viterbi School of Engineering Technology Transfer Center Copyright SRI International 2002 Exponential Economy An increasing attribute of our knowledge age

15 University of Southern California Viterbi School of Engineering Technology Transfer Center –“Industry Cluster”: collections of competing and collaborating industries in a region networked into horizontal and vertical relationships, involving strong common buyer-supplier linkages, and relying on a shared foundation of specialized economic institutions. Because they are built around export-oriented firms, industry clusters bring new wealth into a region an help drive the regions economic growth. Industry Cluster Electronic Key Export Oriented Firms Key Supplier Oriented Firms Key Economic Infrastructure Providers Consumer Electronic Assembly Computer Hardware Assembly Tool, Die & Machinery Office & Production Supply Specialized Component Supply Education & Training Institutions Physical Infrastructure Providers Financial and Regulatory Institutions (ERI/McGraw Hill,”America’s Clusters”,1995) Industry Clusters

16 University of Southern California Viterbi School of Engineering Technology Transfer Center Industry Clusters (ERI/McGraw Hill,”America’s Clusters”,1995)

17 University of Southern California Viterbi School of Engineering Technology Transfer Center Info-Tech Nano-Tech Bio-Tech Interdisciplinary Opportunities Copyright SRI International 2002

18 University of Southern California Viterbi School of Engineering Technology Transfer Center Source: California Council on Science and Technology 2004 Nanotechnology

19 University of Southern California Viterbi School of Engineering Technology Transfer Center Nanotechnology Timeline Source: California Council on Science and Technology 2004

20 University of Southern California Viterbi School of Engineering Technology Transfer Center Cinema Master Workflow Source: “ A Data-Centric Approach to Cinema Mastering”, Thomas J. True, SGI

21 University of Southern California Viterbi School of Engineering Technology Transfer Center Market Research Repository You can sort or filter you selection Each technology list the available primary marker research we have done.

22 University of Southern California Viterbi School of Engineering Technology Transfer Center MULTI-CHANNEL SPATIALIZATION SYSTEM FOR AUDIO SIGNALS U.S. patent 5,438,623 (August 1, 1995) PROBLEM ADDRESSED separation of auditory inputs by simulation of different source locations TECHNICAL APPROACH (1) use of synthetic auditory head related transfer function (HRTF) to simulate different virtual spatial source locations for up to five auditory signals; (2) analog-to-digital conversion for noise-free processing with HRTF, and subsequent digital-to-analog conversion for presentation of modified signals to right and left ears POTENTIAL APPLICATIONS teleconferencing, aeronautical communications, virtual reality video games, command and control BENEFITS (1) binaural hearing advantages: substantial improvement (6-8 dB)in signal to noise; faster reaction times, less listening fatigue, increased perception and immersion; (2) less expensive than general purpose 3D audio displays; (3) customizable; (4) user-friendly, not requiring computer interface Docket Example

23 University of Southern California Viterbi School of Engineering Technology Transfer Center Evidence from Practice Secondary Market Research as practiced by expert communities may be not be producing market knowledge fast enough or broad enough for modern high velocity markets –Market analysis of existing markets was not encouraging A KMS that uses IT to gather primary market information rapidly, facilitates the complex transformation between basic research (IP) and commercialization (Wealth) –Online research for potential markets has changed the lens –MOB/WOB community is rich with profitable SMEs

24 University of Southern California Viterbi School of Engineering Technology Transfer Center Gather Competitive Intelligence By using the CAP Tools, you can collect industry feedback and potential commercial applications.

25 University of Southern California Viterbi School of Engineering Technology Transfer Center The Radar

26 University of Southern California Viterbi School of Engineering Technology Transfer Center CAP Tools (Explicit) In the CAP, say you need to build a Technology Status Report. Clicking on the link, brings up more information about what is a Technology Status Report (TSR), including an example. Clicking on the details button reveals more information about the TSR.

27 University of Southern California Viterbi School of Engineering Technology Transfer Center Supporting Small Businesses Far West RTTC Offers SBIR Services: Introduction to SBIR/STTR Technical Information Searches Building the Proposal Team Business/Market Information Searches Identifying Strategic Partners Preparing Commercialization Plans Technology Commercialization Assessments Mentoring for VC Pitches

28 University of Southern California Viterbi School of Engineering Technology Transfer Center Assessing Your Technology Industry Adoption of Technology Executive’s Approach to Technology CEO Not InvolvedCEO Involved Before Technology (Non-Customer Facing) After-Technology (Customer Facing) Source: CIO Magazine June 2002