Tech innovation s5_intelligence

Technology and Innovation
Management:
S5
Technology Intelligence and Competition
Raj C Thiagarajan, PhD
To
SIBM SIII MBA Students

ATOA Scientific Technologies
Engineering Simulation For Innovation

Technology Intelligence and Competition
• What is Technology intelligence?

• How we collect intelligence?

• The methods and Tools

• Future Technology (Eng services, Renewable Energy)

• Competitive Advantage

ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 2

Technology Intelligence
• CIA Definition: Intelligence is knowledge and foreknowledge
of the world around us - the prelude to Presidential decision
and action”

• Technology related knowledge and foreknowledge that is
used for strategic decision making.

• By which, how, when and by whom the Technology meets
markets demands.

• Data, information, to Technology knowledge intelligence is a
challenge.

Technology Intelligence analogy
• The business behaves like an
organism in an ecosystem

• Technical intelligence enables the
organism to sense its environment.

• Respond to increase the probability
of survival.

• Higher business performance

ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management

The intelligence Function
• To Gain a Competitive Advantage

• The process of ethically collecting, analyzing, and
disseminating accurate, relevant, specific, timely, foresighted
and actionable intelligence regarding the implications of the
business environment, competitors, and the organization itself.

• The Intelligence Process is NOT:
– Industrial Espionage
– Insider trading
– Corporate Spying
– Searching the Web

TI Advantages
• Monitors research and development issues

• Reduces risky decision making

• Reduces Uncertainty

• Broadens awareness of competitive situation

• Identifies business alternatives

• Improves the reliability of business plans


Who is Doing?
• Almost all in some form.

• 90% of Fortune 500 firms in the U.S.

• Chemical and telecommunications firms

• Firms with high R&D expenditures

• Firms that own many patents

• leading innovative product manufacturers


Components of TI
Technology
• Early identification of technologies, intelligence
technological trends and technological source
shocks
• Raising the attention for the threats and Process of
mapping
opportunities of technological development
• Provision of relevant knowledge on Mechanism for
data collection
technology and the evaluation of their
impact on the firm. Tools for
analysis
• Used for decision making Technology and
organizational strategy Strategy
• Exploit future growth opportunities and
avoid risks.


TI Strategic Questions ?
• What is driving competition in the industry segment?

• What are the risks?
• What shall we do concerning the promising emerging
technology, buy (acquisition, license-in) or build (own
competencies) or cooperate (joint venture; joint research
and development with universities/research institutes)?
• How will the industry evolve?
• What actions are competitors likely to take, what are the
options to respond?


Tactical Questions?
• Strategic patent?
• Can we block technical developments for the rival’s
product line by a “tactical” patent?
• Shall we complete our line of offerings by a product
“imitation” of an existing successful competitive product?
• How do we respond to the new regulations at the horizon
in new green protocal concerning our product line?
• What is the best mode to protect our recent innovation
(patents, trade secrets)?
• How do we react after detecting infringement of a patent
which is of “minor” importance for us?
• How do we gain competitive edge with our patents?

Technology Intelligence?

• Covers also market and business information

• Links Technology and corporate strategy

• Links Organizational functions

• Liaison role between various industries for co-evolution.

• Effective on the strategic, tactical and operational level.

• Used for critical decision making in the invention,
innovation and NPI tool gate process


TI Process
• The process consists of gathering, assessing and
communicating technological opportunities and threats.

Identification Selection Assessment Dissemination

Technology
Organizational
Strategy

CXO

R&D and
Marketing


Identification
First step: what information is needed?
Depends, industry, current and future plan

Open Ended
Four principle search modes TRAWL SCAN
• Trawling: making in-house information
explicit, particularly information that is not
known to be there.
• Mining: extracting explicit intelligence
information from internal resources such as TARGET
MINE
libraries and databases.

Directed
• Targeting: focusing on new technologies
outside the company and monitoring their
development. Internal External
• Scanning: keeping abreast of any
unforeseen developments beyond the firm Examples of Search Method
that could have an impact on the business.


Selection Selection

• Narrow your Scope
Method

• Use convergence and Function of the
intelligence
Heterogeneity of
organization frame
of reference
divergence approach
Corporate Time Period of the

• Select based on the
Culture assessment

priority
Resource Uncertainty of the
restriction selection situation

• Use both Technology and Industry specific
market metrics Familiarity Perception of the
importance
technology
development


Source of info
• Internal experts, customers, and suppliers
• Marketplace surveys
• Industry analysts
• Associations
• Observations
• Unpublished documents
• Patents
• Publications
• Search engines
• Industry database


Assessment
• dasdd

Market size
Cost savings
Disruptive Potential

Complexity
Implementation risk
Value


Assessment Methods
• Publication, Patent frequency analysis
• Publication, Patent citation analysis
• S-curve Analysis
• Benchmarking studies
• Portfolios
• Delphi Studies, Expert panel
• Technology, Product Road maps
• What if scenario analyses
• QFD
• SWOT


Function of the assessment
Extrapolative Explorative Normative Organizational Individual
information information information Learning Learning

Publication, Patent
frequency analysis
Publication, Patent citation
analysis
S-curve Analysis

Benchmarking studies

Portfolios

Delphi Studies, Expert panel

Technology, Product Road
maps
What if scenario analyses

QFD
SWOT


Time Horizon
0- 5 years 10 years 15 years 20 Years 25 Years

Publication, Patent
frequency analysis
Publication, Patent citation
analysis
S-curve Analysis

Benchmarking studies

Portfolios

Delphi Studies, Expert panel

Technology, Product Road
maps
What if scenario analyses

QFD

SWOT


The Information Challenge
• Insight from information

• Translating industry insights into action for innovation
and growth.

• The challenge today is how to manage and use the
data for competitive edge.

• Data – info – Knowledge – Competitive advantage


Attributes of TI : DA&4P
• Descriptive:
• what is done (in the firm’s “environment”)
• Anticipative:
• what will be done (in the firm’s “environment”)

• Prospective: what may be done (by the firm);
• Proscriptive: what cannot be done (by the firm);
• Prescriptive: what should be done (by the firm);
• Prohibitive: what must not be done (by the firm).


Technology and Competition
• Technology environment

• Technological process

• Consequences -> Competitive Dynamics

• Technology acquisition vs market deployment
Technology

Competitive Competitive Value
Dynamics Advantage Creation


Technology and Competition
• Changes in Value chain
– New technology
– Automation
– Superior process
• Competitive Rivalry
– Barrier to entry
– Substitution
– Refine the rule of competition
• Environmental trends
– Globalization, Time compression, Integration
• Strategic competitive advantage


TI summary
• Begins with an understanding compnay (culture, IP, competency”) and
the factors that impact the industry and company.

• Focuses on current and future situations, competitors, technologies,
opportunities and threats of complementary and substitutive
technologies and offerings.

• Targets a “Big picture”

• Is basically comparative (SWOT)

• Anticipates your future actions and reactions and actions/trends of
competitors, customers, suppliers, government and society.

• Foundation for Strategic Decision making.

Metamaterial
• Negative
Refraction

• Clocking

• Unusual
properties and
applications


Metamaterial
• Patent

• Vs

• Google


Technology Development


Meta applicaitons

Antennas 19 Distribution of Patents
Antennas
Lens Structures 3
Lens Structures
Cloaking 1
Cloaking
Negative Refractive Index 8
Negative Refractive Index
Fliters 7 Fliters
General 29 General
Waveguides 8 Waveguides
Photonic Crystals 4 Photonic Crystals
Fabrication 7 Fabrication
Radome 5 Radome
High Efficiency Devices 8 High Efficiency Devices

Transmission Line Approach 3 Transmission Line Approach


Technology intelligence
• Technology intelligence definition

• Collecting intelligence

• The methods and Tools

• Competitive Advantage

• Metamaterial example.


Tech innovation s5_intelligence

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