Telefónica I+D is the research and development arm of Telefónica Group. It has a technological observatory that monitors trends and helps identify new business opportunities. The observatory provides trend reports and analyses emerging technologies through its worldwide network of scouts. Examples of its trend studies include Trends 2011-2014 which mapped and analyzed technology trends, Trends 2020 which looked at social and technological perspectives on future trends, and Digital Spain which examined Spain's information society. The observatory also collaborates with partners through projects like Value-it to develop a holistic vision of trends from both demand and supply perspectives.

1. Telefónica I+D
Trends analysis in
technological research
Javier Carbonell Pérez June 22, 2011
Telefónica I+D
Technological Observatory TID
email: techobs@tid.es
twitter: @telefonicaid

2. Telefónica I+D
TID Who are
we?
Technological
observatory
role
Example of
collaboration
in trend
analysis:
Value-it
Trend studies
examples:
Trends 2011-2014
Tendencias 2020
Digital Spain
1 2
43

3. Telefónica I+D
Who are we?

4. Telefónica I+D
Structure of Telefonica Digital
Telefonica Digital
Chairman & CEO
Product
Development
& Innovation
“To connect, develop and deliver
the best digital products to
maximise the benefit to
Telefonica”
Strategy & Business
Development
Chief Commercial
Officer
Business & Legal
Affairs
Finance
Human Resources
External & Public
Affairs
3
Digital Services

5. Telefónica I+D
Telefónica I+D
A
multidisciplinary
and international
staff
97% university graduates, 10% PhDs,
from 34 international universities with
10+ years of average industry experience.
Highly
qualified
Telefónica I+D has a staff of researchers,
technologists, developers and
designers, from 18 nationalities.
A network of innovation centres:
• 5 centres in Spain: Madrid, Barcelona,
Valladolid , Granada and Huesca
• A center in Brazil (Sao Paulo) jointly with the
local operator (Telefonica Brasil)
• A center in UK formed by TID - O2 UK - Jajah
An
International
company

6. Telefónica I+D
© 2010 Telefónica I+D S.A.U / Slide 5
Mobile
Broadband
Security IT Evolution
Ultra
Broadband
Network Platforms Services
Cloud
Computing
M2M
Service
Layer Arch.
User
Modelling
Video
Services
eHealth
Future
Comms.
Telefónica I+D innovation areas

7. Telefónica I+D
Using Open Innovation framework
6
V1.0 V.2.0+
Insight and
foresight
Scientific
Research
Idea generation and
concept trial P/S development
Conceptualization
Applied Research
Update & maintenance
Technology
Make or Buy Go /no Go
SCIENTIFIC
GROUPS
PATENT
OFFICE
USER EXPERIENCE
LAB
• Trendspotting
• Customer insight
• Living Labs
PROCESS
IMPROVEMENT
• Internal idea
marketplaceTECHNOLOGY
OBSERVATORY
PROCESS
IMPROVEMENT
• agile development

8. Telefónica I+D
Scientific groups and technology observatory identify
emerging technologies that can provide a competitive
advantage
7
TECHNOLOGY OBSERVATORYSCIENTIFIC GROUPS
Anticipate new business opportunities and
potential risks, provide technical evaluation
to take strategic decisions and create
competitive advantages based on
technological innovation
The observatory is based on a technological network of
internal and external observers working for Telefónica I + D
These groups follow an open research
model in collaboration with
universities and other research
centres, and disseminate the results of
their work through publications
and technical transfer.
Internet
Multimedia
Data Mining and
User Modeling

9. Telefónica I+D
Technological
observatory
role

10. Telefónica I+D
TI+D TechObs
Innovation cycle and TechObs
9
Identify
knowledge
sources
Collect
technology
opportunities
Evaluate
ideas
Define
innovation
plan and
detailed
projects
proposals
Manage
innovation
projects Analysis of
the results
obtained
Transfer
technology
Monitoring
of returns
(18-36m)
Define
technology map
Selection of best
business
opportunities
Innovation focus
approval
Selection of
best ideas
ideas for new
product/services
innovation
project results
Evaluation of
best ideas
PROJECTS
IDEAS

11. Telefónica I+D
TechObs is based on three distinctive assets
to help both Telefónica I+D and Telefónica
Group
10
 Integrated in
the area of
technology
strategy.
 A small head
office of size
coordinating
resources
Definition
 Worldwide
network of scouts
(Japan, China,
India, South
Africa, South
Korea, Brazil ,
Europe & USA)
Assets
 Worldwide scouting of
services and
technologies
 Scouting for VC
corporate initiative
Results
 Tools for
automatic
monitoring
 Patents/publications
analysis
 Automatic trend
discovering in “top
analysts” reports
 A network of TID
experts organized
around T3 – TID
Think Tanks
 TID Technology Map
 TID technology future
vision
MIT-ILP
Telefónica Spain
Telefónica I+D
5
Headoffice
Telefónica I+D
Scoutsin LATAM
TPD (Brasil)
Scoutsin Europe
O2 UK
O2 Germany
O2 Czech
1
2
3
4
Scoutsin Asia
China
Japan
India
1
2
3
4
5
7
Scoutsin
California(SV)
7
5
5
6 Scoutsin Africa
South Africa
6

12. Telefónica I+D
For fulfilling this commitment, we are
monitoring a broad number of sources of
information
11
Exploratory
developmen
t
Piloting
Support /
Maintenanc
e
Product
Developmen
t
Applied
Research
Basic
Research
Research Development / Advisory
TID
•University
research
•Patents &
publications
•Startups
(Sillicon Valley)
•Medium / long
term events
•TID experts
participating in
standarisation,
EU projects, …
•Patents &
publications
•Early deployments worldwide (network of scouts)
•Events

13. Telefónica I+D
Most of the activity is proactive
12
Worldwide
network of scouts
Automatic
monitoring
T3
TID Think Tanks
Continuous process of
observation:
• daily activity is
reported to every TID
employee
• intermediate results
are distributed across
whole TEF
Technology
map
Internal micro-
blogging
(Yammer)
Event reports
Patent reports
Area report
DAILY
ACTIVITY
INTERMEDIATE
RESULTS
Internal blog
Input Process Output
TECHNOLOGICAL
TRENDS (yearly)
POSITION PAPERS
(linked to strategy
definiton)
TECHNOLOGY ALERTS
(continuous process)
AD HOC REPORT (on
demand)

14. Telefónica I+D
Trend
studies
examples:
Trends (2011-2014)
Trends (2020)
Digital Spain

15. Telefónica I+D 14
Trends (2011-2014): Map of trends

16. Telefónica I+D
Trends (2011-2014): Evolution of trends
15

17. Telefónica I+D 16
Trends 2011-2014: Individual trend analysis

18. Telefónica I+D 17
Trends (2020)

19. Telefónica I+D 18
Trends (2020): Social perspective

20. Telefónica I+D 19
Trends (2020): Technological perspective

21. Telefónica I+D 20
Digital Spain
Digital impulse Digital Reality
Digital
perspective
Sectorial studies The Information society
in Spain
Speficic monographic
about trends
150 pág80 pg / monographic
Digital Spain: Information society in Spain ,analysis and
dissemination initiative

22. Telefónica I+D 21
Digital Spain:
10 keys about Information Society in Spain
The information society through the most
representative indicators
Digital life by Telefónica
The information society in Spanish regions
http://e-libros.fundacion.telefonica.com/sie10/aplicacion_sie.html

23. Telefónica I+D 22
Digital Spain: specific monographics
Execution of a preliminary version considering
both market and technology point of view
Debate with experts in different knowledge areas :
psychologist, sociologist, engineers …
Results integration

24. Telefónica I+D
Example of
collaborati
on in trend
analysis:
Value-it

25. Telefónica I+D
To accomplish ambitious goals the
collaboration is required
24
Tim Keppens

26. Telefónica I+D
One example: Analysis of semantic technologies in
the enterprise scope
25
Inmark (Spain): Marketing
specialist
Project coordination and market
studies
DFKI (Germany): Artificial
intelligence specialist
Semantic technologies state of the
art
OVUM (UK): IT consulting
Study of semantic technolgies in
the market
ISOCO (Spain): Semantic
solutions provider
Demand forecast for semantic
technologies
TID (Spain): Telecomm
research and development
Roadmap, dissemination
7 Framework programme
(UE):
Public organism to promote
R&D
Project orientation, review
Partner Role
Supply a vision of the
semantic technologies
potential in the enterprise
world
Foster the interest
among stakeholders
implied in its development
Set up bridges between
suppliers and possible
user companies

27. Telefónica I+D
Holistic vision is required: offer and demand…
26
 Research of semantic
technologies situation at present
 Main research areas
 Commercialization trends
 Research centers and suppliers
database
Offer point of view
 Personalized interviews with
experts
 CATI, with 625 enterviews
 Vertical Industry solutions
 Opportunities and threats
Demand point of view

28. Telefónica I+D
 Estudio de las tecnologías
semánticas actuales
 Principales líneas de investigación
 Modelos de comercialización
 Catálogo de centros de
investigación y empresas
proveedoras
Punto de vista OFERTA
 Entrevistas personalizadas con
expertos
 CATI, con 625 entrevistas
 Análisis sectorial de
soluciones
 Identificación de oportunidades
y amenazas
Punto de vista DEMANDA
... and mainly how to bridge these two worlds
27
 Rising opportunities
 Creating a roadmap
 Market forecasts according to
verticals

29. Telefónica I+D
The dissemination of results in all the forums related
to semantic technologies is fundamental to enhance a
COMMUNITY
28
In the traditional media In 2.0 media

30. Telefónica I+D 29
Doubts, questions,
comments…