1. Technology Scouting.
A case study on the Deutsche Telekom
Laboratories.
René Rohrbeck
Deutsche Telekom Laboratories
ISPIM-Asia Conference
9th – 12th January 2007

2. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 1
Agenda.
 Introduction
 Definition and elements of Technology Scouting
 Technology Scouting at Deutsche Telekom Laboratories
 Conclusion

3. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 2
Research
gap
Motivation
 No sufficient research on…
 …success factors and
 …organization of technology scouting and
 …interaction with other function of the organization
Introduction.
Motivation and research question.
Research
Questions
 Increased competition
 Increased technological complexity
 Shorter innovation cycles
 Fast changing customer needs
Management needs to
makedecisions fast in
order to stayahead of
competitors
 What are the aims of Technology Scouting?
 What are important success factors of Technology Scouting?
 How should Technology Scouting be interweaved within the company?
 What organizational forms have proven to be effective?

4. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 3
Definition and elements of Technology Scouting.
Scientific classification of technology intelligence aspect.
Company
level
Regional/national
andsupranational
level
Usingdatafromthe
pasttoanticipate the
future
Usinggathered
informationfor
decisionmaking
Processand
actors
Organization
Future Analysis
TechnologyIntelligence
Foresight
Forecasting
Source: Own figure

5. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 4
Definition and elements of Technology Scouting.
Scientific classification of technology sourcing aspect.
Source: Own figure
Technology
Management
InnovationManagement
Product
specificationand
development
Prototype
validationandtesting
Marketlaunch
External
Technology
Sourcing
Storage,internal
generationand
usageof
technological
knowledge
Technologyselling
or
licensing
Fuzzy-front-end
ofinnovation

6. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 5
Technology
Management
Definition and elements of Technology Scouting.
Combination of the two aspects.
Technology
Intelligence
Technology
Scouting
Building and using a network of
experts for competitive advantage
Identification, assessment and
usage of information on
technological developments
Acquisition, development,
storage, usage and selling of
technological knowledge
Scouts facilitate the sourcing of
technology
Scouts identify and assess new
technologies
Provisioning of Technology
Intelligence to facilitate the
Technology Management

7. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 6
Definitionofthe
TechnologyScout
 The Technology Scout is either an employee of the company or a
consultant.
 He might be partor full-time assigned to the scouting task.
 The desired characteristics of a Technology Scout are similar to the
characteristics associated with the Technological Gatekeeper. These
characteristics include:
 lateralthinker,
 knowledgeable inscience and technology,
 respected inside the company,
 cross-disciplinary orientated and
 imaginative.
Sources:Wolff (1992), Allen (1971), Wilkin (1974), Taylor (1975), Myers(1983), Nochur (1992),
Definition and elements of Technology Scouting.
Definition of Technology Scouting.

8. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 7 7
Generic Process of Technology Scouting.
The 6 steps of Technology Scouting can be divided into
Technology Intelligence and Technology Souring.
TechnologyIntelligence
Technology
Sourcing
Source:Own figure following Reger (2001)and Ashton/ Stacey (1995)
Usageof
information
Definitionofaims
andsearchareas
Selectionof
information
sourcesand
methods to
employ
Filtering,
analyzing,
interpretingof
data
Evaluating
anddecision
making
Collection
ofdata
1 2 3 4 5 6

9. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 8
Agenda.
 Introduction
 Definition and elements of Technology Scouting
 Technology Scouting atDeutsche Telekom Laboratories
 Conclusion

10. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 9 9
Goalsofthe
TechnologyRadar
 Earlyidentification of emerging technologies, technological
trends and disrupting technologies
 Raisingtheattention for the threats and opportunities of
technological development
 Stimulationofinnovation by combining the technology
reports with assessment of business potential and by
bringing people together
 Facilitationofthesourcingofexternaltechnologies by
reaching through the network of technology scouts to their
sources of information
Goal of Technology Scouting at DTAG.
Technology Scouting activities at Deutsche Telekom Laboratories
are driven by 4 goals.

11. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 10 10
Process of Technology Scouting at DTAG.
The technological findings from the scouting network are used for
strategic and operative innovation management..
Source: Deutsche Telekom Laboratories(2006),The Technology - RadarEdition III/2006
Innovation
Strategy
CTOsandCMOs
R&D and
ProductManagers
Selection AssessmentIdentification
?
?
?
?
!
!
!
!
!
!
!
!
!
!
!
?
?
?
?
International
Scout Network
uses sources in
university & industry
Dissemination

12. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 11 11
Scouting network of DTAG.
The scouts have roles similar to the nodes in a neuronal network
and give access to information sources in industry and academia.
$
$

13. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 12 12
Scout typology at DTAG.
The DTAG has a balanced portfolio of internal and external as
well as full-time and part-time scouts.
Internal
External
Full-time Part-time
T-Systems
Detecon USA
Deutsche
Telekom
Laboratories
The size of the bubbles represents roughly the number of technological findings from the different scouts
Source: Own figure with data from interview
Ben Gurion
University
ASIA
Compete
Shanghai
University

14. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 13 13
Scout incentive system at DTAG.
Monetary and non-monetary incentives are used for the actors in
the scouting network.
Source: Own figure with data from interview
Actorin scouting network Usedincentives
Internal scouts
 Recognition
 Monetary reward in bonus scheme
External scouts
 Payment per relevant technology identification
 Business Development opportunity
Academicsources
 Recognition
 Chance for joint research projects
Industry sources
 Business Development
 Sales
 Collaboration opportunity

15. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 14
Agenda.
 Introduction
 Definition and elements of Technology Scouting
 Technology Scouting at Deutsche Telekom Laboratories
 Conclusion

16. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 15
For
practitioners
Conclusion.
The 3 crucial elements to success of Technology Scouting are
goal definition, incentive system and backward-loop.
Further
research
 3 elements crucial to success of technology scouting
 goaldefinition
 Tailored incentivesystem
 Definition of backwardloop to sources
 Identify ways to measure valuecontribution of technology scouting
 Warningfunctionabout emerging threats and opportunities
 Impulsefunction to start innovation activity
 Validation of divisionoflabour
 Externalscouts for scanning (undirected)
 Internalscouts for monitoring (directed)

17. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 16
Thank you for your interest.
RenéRohrbeck
Deutsche Telekom Laboratories
Ernst-Reuter-Platz 7, 10587 Berlin
+49 30 8353 58536 (Tel)
rene.rohrbeck@telekom.de
http://futureorientation.net

18. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 17
References (1/6)
Allen, T. J., J. M.Piepmeier andS.Cooney(1971) International Technological Gatekeeper. Technology Review,
73, 36-43.
Anderson,J. (1997) Technology foresight for competitive advantage. Long Range Planning, 30, 665-677.
Ansoff,H.I., R.P.Declerck andR.L.Hayes(1976) From strategic planning to strategic management. London ;
New York: Wiley.
Arnold,H.M.(2003) Technology Shocks-origins, Management Responses and Firm Performance.
Heidelberg and New York: Physica Verlag Springer-Verlag GmbH & Co.KG.
Ashton,W.B.,B. R.Kinzey andM.E.Gunn,Jr.(1991) A Structured Approach for Monitoring Science and
Technology Developments. International Journal of Technology Management, 6, 91.
Ashton,W.B.andR.A.Klavans (1997a) An Introduction to Technical Intelligence in Business. In: W. B. Ashton
and R. A. Klavans, eds. Keeping abreast of science and technology: technicalintelligence for business.
Columbus, Ohio: Battelle Press.
Ashton,W.B.andR.A.Klavans (1997b) Keeping abreast of science and technology: technicalintelligence for
business. Columbus, Ohio: Battelle Press.
References.

19. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 18
References (2/6)
Ashton,W.B.andG.S.Stacey(1995) Technological intelligence in business: Understanding technology threats
and opportunities. International Journal of Technology Management, 10, 79-104.
Ayres,R.U.(1969) Technological forecasting and long-range planning. New York: McGraw-Hill.
Ayres,R.U.(2000) On forecasting discontinuities. Technological Forecasting and Social Change, 65, 81-97.
Brenner,M.S.(1996) Technology Intelligence and Technology Scouting. Competitive Intelligence Review, 7, 20-
27.
Brockhoff,K. (1991) Competitor Technology Intelligence in German Companies. IndustrialMarketing
Management, 20, 91-98.
Brockhoff,K. (1998) Forschung und Entwicklung : Planung und Kontrolle. München: Oldenbourg.
Bürgel, H.D.,G.RegerandR.Ackel-Zakour (2005) Technologie-Früherkennung in multinationalen
Unternehmen: Ergebnisse einer empirischen Untersuchung. In: M. G. Möhrle and R. Isenmann, eds.
Technologie-Roadmapping - Zukunftsstrategien für Technologieunternehmen. Heidelberg, New York: Springer-
Verlag, 27-53.
References.

20. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 19
References (3/6)
Chatterji,D.(1996) Accessing external sources of technology. Research Technology Management, 39, 48-56.
Christensen,C.M.andM.Overdorf(2000) Meeting the challenge of disruptive change. Harvard Business
Review, 78, 66-76.
Cuhls,K. (2003) From forecasting to foresight processes - New participative foresight activities in Germany.
Journal of Forecasting, 22, 93-111.
Day,G.S.andP.J. H.Schoemaker(2005) Scanning the periphery. Harvard Business Review, 83, 135-148.
DeutscheTelekomLaboratories(2006) The Technology Radar - Edition II/2006. In: J. Heuer, ed. The Technology
Radar. Berlin: Deutsche Telekom Laboratories.
Dougherty,E.(1989) Tech Scouts: R&D's Globetrotters. Research & Development, 31, 44-50.
Duberman,J. (1996) Information to change the world--fulfilling the information needs of technology transfer.
Database, 19, 34-45.
Gausemeier, J., P.EbbesmeyerandF.Kallmeyer (2001) Produktinnovation : strategische Plannung und
Entwicklung der Produkte von morgen. München: Hanser.
References.

21. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 20
References (4/6)
Gerybadze,A.(1994) Technology forecasting as a process of organisational intelligence. R & D Management,
24, 131-140.
Gray,P.H.andD.B. Meister (2004) Knowledge Sourcing Effectiveness. ManagementScience, 50, 821-835.
Hauptmann,O.andS.L.Pope(1992) The process of applied technology forecasting: a study of executive
analysis, anticipation, and planning. Technological Forecasting & Social Change, 42, 193-211.
Kobe,C.(2001) Integration der Technologiebeobachtung in die Frühphase von Innovationsprojekten. St. Gallen:
University St. Gallen.
Lange,V.(1994) Technologische Konkurrenzanalyse:Zur Frühaufklärung von Wettbewerbsinnovationnen bei
deutschen Großunternehmen. Wiesbaden: Deutscher Universitätsverlag.
Lichtenthaler, E.(2002) Organisation der Technology Intelligence - Eine empirische Untersuchungder
Technologiefrühaufklärung in technologieintensiven Grossunternehmen: Verlag Industrielle Organisation.
Lichtenthaler, E.(2003) Third generation management of technology intelligence processes. R&D Management,
33, 361-375.
References.

22. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 21
References (5/6)
Myers,L. A.(1983) Information-Systems in Research and Development - the Technological Gatekeeper
Reconsidered. R & D Management, 13, 199-206.
Nochur,K. S.andT.J. Allen (1992) Do Nominated Boundary Spanners Become Effective Technological
Gatekeepers? IEEE Transactions on Engineering Management, 39, 265-269.
T.F.A.M.W.Group(2004) Technology futures analysis: Toward integration of the field and new methods.
Technological Forecasting and Social Change, 71, 287-303.
Porter,A.L., A.T.Roper,T.W.Mason,F.A.RossiniandJ. Banks (1991) Forecasting and Management of
Technology: John Wiley & Sons Inc
Reger,G.(2001) Technology foresight in companies: From an indicator to a network and process perspective.
Technology Analysis & Strategic Management, 13, 533-553.
Rohrbeck,R.,J. Heuer,andH.M.Arnold(2006) "The Technology Radar - an Instrument of Technology
Intelligence and Innovation Strategy" The 3rd IEEE International Conference on Management of Innovation and
Technology: Singapore, pp. 978-983
Rohrbeck,R.(2010) "Harnessing a network of experts for competitive advantage - Technology Scouting in the
ICT industry" R&D Management, 40(2), 169-180.
References.

23. Rohrbeck_(2007)_TechnologyScouting_Presentation.ppt 22
References (6/6)
Salo,A.A.(2001) Incentives in technology foresight. International Journal of Technology Management, 21, 694-
710.
Savioz,P.(2002) Technology Intelligence in technology-based SMEs. Zurich: ETH Zurich.
Taylor,R.L.(1975) Technological Gatekeeper. R & D Management, 5, 239-242.
Tschirky,H.P.(1994) The Role of Technology-Forecasting and Assessment in Technology Management. R & D
Management, 24, 121-129.
Tsoukas,H.andJ. Shepherd(2004) Coping with the future: developing organizational foresightfulness -
Introduction. Futures, 36, 137-144.
Veugelers, R.(1997) Internal R&D expenditures and external technology sourcing. Research Policy, 26, 303-315.
Wilkin, A.(1974) Some Comments on Information Broker and Technological Gatekeeper. Aslib Proceedings, 26,
477-482.
Wolff,M.F.(1992) Scouting for Technology. Research Technology Management, 35, 10-12.
References.