1. 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

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

3. 13/09/2018
Janez Potočnik
European Commissioner for Research

4. 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

5. 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

6. :: 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; …)

7. :: 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,..)

8. :: 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

9. :: 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

10. :: 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

11. 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

12. 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

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

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

15. 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

16. 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 …

17. 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

18. 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

19. 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

20. 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.

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

22. 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

23. 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

24. 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 …

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

26. 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 …

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

28. 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!!!

29. 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

30. 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