1. Living Labs
Lessons
Learned
esteve almirall
esteve.almirall@esade.edu

2. “Innovation isn’t what
innovators do. It’s
what customers adopt”
!”
Michael Schrage, MIT

4. 0)

12. Open Innovation

13. ?
who invented the mountain bike

15. Sources of New Ideas and Innovation
External Internal
Business partners Employees
(general population)
Customers Sales or service units
Consultants R&D (internal)
Competitors Other
Associations,
trade groups, Think tanks
conference boards
Internet, blogs,
Academia
bulletin boards
45% 35 25 15 15 25 35 45%
IBM
Global
Benchmarking
Program
|
IBM
2006
|

16. Open Innovation

17. Living Labs as an
Open Innovation Intermediary
that aims to provide structure and
governance to user involvement

21. Teleictus (2007 – now)
implementation of a system for remotely diagnosing
and treating ictus (brain stroke).
Pre-Commercial Gap
− Inexistence of a complete solution.
− Availability of High Speed infrastructure.
The Role of Users
− Existence of a “Champion”.
− Co-creation of the service.
− Co-creation of parts of the solution.
The Role of the Living Labs organization
− Creation of an “innovation arena”.
− Selection, Formation & Coordination
− Fostering co-creation.

23. Espai Zer01,Olot
Ca L’Estruch, GEANT2
Sabadell
i
La Panera, Lleida 2
c
a
t
CitiLab Can
Suris,
Cornella
El Liceu

25. Opera Oberta (2001 – now)
explored the use of High Def Video Conferencing for
video broadcasting using Internet 2 infrastructure
Pre-Commercial Gap
− Tech. aspects e.g. connection of broadcast equip. to IP netw.
− Availability of High Speed infrastructure.
− IPR of the contents.
The Role of Users
− Existence of a “Champion”.
− Users in exhibition theaters and universities “fine-tuned” the
experience.
The Role of the Living Labs organization
− Creation of an “innovation arena”.
− Selection, Formation & Coordination
− Mediation bt users and the rest of actors.

27. R & D ?

33. high level
mid level products and services
ground level
high level
know how
mid level
ground level

34. 1. Science is global.
a) Ideas.
b) People.
c) Technologies.
2. Diffusion fostered by
“publish or perish”.
3. Much of it is PUBLIC.

35. Kleiner Perkins Portfolio (81 companies)
49 (60%) develop mid-level goods and services for
use by other business.
23 developing enterprise software
6 instruments used in hospitals
20 IT equipment
19 Ground level consumer goods and services
3 network / community companies
2 e-commerce
2 providers of information (mobile)
1 distributor of movies over the Internet
1 photoneumatic therapy
1 financial services
1 restaurant guide (Zagat)
4 developing treatments
13 high level products and services
6 alternative energy companies
1 fuel cells
1 portable electronic devices
1 codecs
4 semiconductor industry
1 bio-technology

36. User Contributions
1. Living Labs observe user-lead practice in
diffuse social contexts.
2. Living Labs identify and codify tacit and
practice based knowledge.
3. Living Labs diffuse tacit and practice
based knowledge into ad-hoc innovation
networks.
4. Living Labs operate at mid-low level
innovation strata.

42. In a complex, multi-stakeholder
environment is not about
finding the right answers, is
about finding the right
questions

43. Product evolution or Interpretation of meaning
1. Living Labs perform context-based experimentation
in order to generate local modifications within
existing socially negotiated meanings.
2. Living Labs perform context-based experimentation
in order to generate new socially negotiated
meanings for products and services.

46. how did
?
we get
here

48. Who is going to buy an overpriced
($400 in 2001), low capacity (5GB),
cheap plastic look, proprietary,
with a 2” monochrome screen, music
player with no usb (firewire only)
support, no windows support, no
replaceable battery that only
lasts 10h.?

49. World’s spending in electronics by country -2007
New York Times – Sept 4, 2008
(data source Euromonitor Intl.)

50. 2001 2007 2009

51. 1) Sophisticated users.
2) Eager to try new & pretty
imperfect things.
3) Adopt them & integrate
them in their daily lives.
4) Changing lifestyles and
providing meanings.

52. how did
?
we get
here

53. demand

54. Key activities in Systems of Innovation
I. Provision of Knowledge inputs
Provision of R&D.
Competence building through learning.
II. Demand Side activities
Formation of new product markets
(public procurement + standards).
Open Innovation.
User-Driven Innovation.
Societal aspects of innovation.
III. Provision of Constituents
Entrepreneurship.
Support organizations.
Networking.
Institutions & Incentives (patents, …).
Societal aspects.
IV. Support for innovating firms
Financing.
Admin support.
Edquist, 2006 + author
Consultancy.

57. ?

58. ?

59. Capturing value from R&D to Innovation
a) Reducing Uncertainty
− At personal level (Champion) – providing a framework.
− Validating users acceptance in real life settings.
− Co-creation of the business model.
b) Entrepreneurial Role of Living Labs
− Select, establish and manage the innovation network.
− Entrepreneurship = Selection + Formation + Coordination
c) Development of an Initial Demand
− As a result of involving public or private “buyers” and
“developers” in the exercise.

61. users co-create
Lead
Users
Open
ParFcipatory
Living
Source
Design
Labs
Open
Design
PlaJorms
Thinking
Usability
closed tesFng
open
Human
Applied
Factors
&
Ethnography Collaborative Market
Ergonomics
Projects places
Trad.
Join
R&D
Design
Driven
traditional Ventures
user centered
InnovaFon
user driven
participatory
collaborative
users as passive subjects

62. users co-create
Lego Mindstroms Highly involved
User driven knowledge
Participatory need for user
involvement in
Collaborative capturing knowledge
from users
User centered
Google on-line
experiments
Traditional
No involvement
information
users passive subjects

63. Closed Open
understanding surfacing
preferences needs
type of
knowledge
domain based market based
knowledge knowledge

64. Living labs
{
Validate fit
Discover new uses/meaning
Codify context specific
- preferences
Exploration
Knowledge Capture
{surfacing needs/preferences
domain specific

65. Living labs
Exploration
Knowledge Capture
Fit+ experiment !
 Technological
 Social (needs, interface, preferences, meaning)
 Economic (Business Model, Sustainability)

66. Competition 101

83. esteve almirall
esteve.almirall@esade.edu