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Technology Scouting.A case study on the Deutsche Telekom Laboratories.René Rohrbeck
Deutsche Telekom Laboratories
ISPIM-Asia Conference
9th – 12th January 2007
Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 1
Agenda.
Introduction
Definition and elements of Technology Scouting
Technology Scouting at Deutsche Telekom Laboratories
Conclusion
Rohrbeck_(2007)_Technology Scouting_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
make decisions fast in
order to stay ahead 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?
Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 3
Definition and elements of Technology Scouting.Scientific classification of technology intelligence aspect.
Companylevel
Regional/ national and supranational
level
Using data from the past to anticipate the
future
Using gathered information for
decision making
Process and actors
Organization
Future Analysis
Technology Intelligence
ForesightForecasting
Source: Own figure
Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 4
Definition and elements of Technology Scouting.Scientific classification of technology sourcing aspect.
Source: Own figure
Technology Management
Innovation Management
Product
specification and
development
Prototype
validation and testingMarket launch
External
Technology
Sourcing
Storage, internal
generation and
usage of
technological
knowledge
Technology selling
or
licensing
Fuzzy-front-end
of innovation
Rohrbeck_(2007)_Technology Scouting_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
Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 6
Definition of the Technology Scout
The Technology Scout is either an employee of the company or a
consultant.
He might be part or 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:
lateral thinker,
knowledgeable in science 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.
Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 7 7
Generic Process of Technology Scouting.The 6 steps of Technology Scouting can be divided into Technology Intelligence and Technology Souring.
Technology IntelligenceTechnology
Sourcing
Source: Own figure following Reger (2001) and Ashton/ Stacey (1995)
Usage of
information
Definition of aims
and search areas
Selection of
information
sources and
methods to
employ
Filtering,
analyzing,
interpreting of
data
Evaluating
and decision
making
Collection
of data
1 2 3 4 5 6
Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 8
Agenda.
Introduction
Definition and elements of Technology Scouting
Technology Scouting at Deutsche Telekom Laboratories
Conclusion
Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 9 9
Goals of the Technology Radar
Early identification of emerging technologies, technological trends and disrupting technologies
Raising the attention for the threats and opportunities of technological development
Stimulation of innovation by combining the technology reports with assessment of business potential and by bringing people together
Facilitation of the sourcing of external technologies 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.
Rohrbeck_(2007)_Technology Scouting_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 - Radar Edition III/2006
Innovation
Strategy
CTOs and CMOs
R&D and
Product Managers
Selection AssessmentIdentification
?
?
?
?
!
!
!
!
!
!
!
!
!
!
!
?
?
?
?
International Scout Network
uses sources in university & industry
Dissemination
Rohrbeck_(2007)_Technology Scouting_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.
$
$
Rohrbeck_(2007)_Technology Scouting_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
Rohrbeck_(2007)_Technology Scouting_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
Actor in scouting network Used incentives
Internal scouts Recognition
Monetary reward in bonus scheme
External scouts Payment per relevant technology identification
Business Development opportunity
Academic sources Recognition
Chance for joint research projects
Industry sources
Business Development
Sales
Collaboration opportunity
Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 14
Agenda.
Introduction
Definition and elements of Technology Scouting
Technology Scouting at Deutsche Telekom Laboratories
Conclusion
Rohrbeck_(2007)_Technology Scouting_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
goal definition
Tailored incentive system
Definition of backward loop to sources
Identify ways to measure value contribution of technology scouting
Warning function about emerging threats and opportunities
Impulse function to start innovation activity
Validation of division of labour
External scouts for scanning (undirected)
Internal scouts for monitoring (directed)
Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 16
Thank you for your interest.
René RohrbeckDeutsche Telekom LaboratoriesErnst-Reuter-Platz 7, 10587 Berlin+49 30 8353 58536 (Tel)[email protected]://futureorientation.net
Rohrbeck_(2007)_Technology Scouting_Presentation.ppt 17
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