The New Environment for Tech Commercialization Kathleen Allen Ph.D.
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Transcript of The New Environment for Tech Commercialization Kathleen Allen Ph.D.
The New Environment for Tech Commercialization
The New Environment for Tech Commercialization
Kathleen Allen Ph.D.
Technology CommercializationTechnology Commercialization
What is it?
Why do we do it?
How can you make it work for you?
Technological ChangeTechnological Change
Entrepreneur
Emerging Customer Segments
Unsatisfied Existing Needs
New Customer Needs
New Methods of Manufacture &
Distribution
Technological Change
Higher Productivity &
Economic Growth
Today’s Technology EnvironmentToday’s Technology Environment
Key Factors
The Importance of SpeedThe Importance of Speed
Competitive advantage
More profit potential from shortened time to market
Fewer surprises
The Lack of ScarcityThe Lack of Scarcity
Knowledge products at the core of technology environment
KP defy the law of scarcity
No diminishing returns
Network efforts and economy of scale
The New Product DilemmaThe New Product Dilemma
Build new products
– Better
– Faster
– Cheaper
Types of TechnologyTypes of Technology
The Starting Point: Defining InnovationThe Starting Point: Defining Innovation
Invention v. innovation
Sustaining v. disruptive innovation (aka incremental v. radical)
Characteristics of Disruptive TechnologyCharacteristics of Disruptive Technology
Less profitable in the early years
Need mass market acceptance to achieve full value
Cheaper, smaller, simpler, more convenient
Display poor performance
Disruptive Technologies: Looking for a ProblemDisruptive Technologies: Looking for a Problem
Primary Disruptive Technologies for Next Decade
Primary Disruptive Technologies for Next Decade
Gene Therapy
Nanotechnology
Wireless
Why are Disruptive Technologies Important?Why are Disruptive Technologies Important?
Stats on the Best Product Development CompaniesResearch of R.G. Cooper
Stats on the Best Product Development CompaniesResearch of R.G. Cooper
49.2 % of sales from new products
49.2% of profits from new products
3.5 ideas before achieving one winner
ROI on successful new products is 96.9%
Payback in 2.49 years
Average market share = 47.3%
Why do concepts fail?Why do concepts fail?
Not Understanding the CustomerNot Understanding the Customer
No compelling storyNo compelling story
What’s the Compelling Story?What’s the Compelling Story?
Why you?
Why now?
How do you plan to change the world?
AKA: How do you heal the pain?
The Technology Commercialization Process
The Technology Commercialization Process
DiscoveryInvention Disclosure
Provisional Patent Decision
Technical Feasibility
ConceptInvestigation
Market Feasibility
CommercializationDecision
Prototype/Application
Development
LicenseStart-up
Acquisition
Market Launch
Bringing New Technology to MarketBringing New Technology to Market Patent Portfolio
Management
Feasibility
Analysis
Skills
Independent Prototype Builder
R&D Relationships- Managing RiskF. Peter Boer (1999) The Valuation of Technology
R&D Relationships- Managing RiskF. Peter Boer (1999) The Valuation of Technology
Opportunity
Certainty
Cost
Diversification
Finding &Screening Ideas
Finding &Screening Ideas
Conceptual Research
Conceptual Research FeasibilityFeasibility DevelopmentDevelopment Early
CommercializationEarly
Commercialization
SummarySummary
What is it? Tech commercialization is a parallel process of radical and incremental innovation, the determination of technical and business feasibility, the creation of intellectual assets, and the development of a plan to enter the market.
Why do it? To build a sustainable company
E-Teams for Commercialization Success
Marshall School of Business
School of Engineering
Keck School of Medicine
E-TeamsE-Teams
VR Systems
Engineering-IMSC
Business - MBA
Feasibility Analysis
•Market•Technology•Financial
Technology Teams – Fall 200116 E-Teams
Technology Teams – Fall 200116 E-Teams
G-Ceptors-CaltechJulie-Ann Pina
Melanie Corcoran
G-Ceptors-CaltechJulie-Ann Pina
Melanie Corcoran
VR Systems - IMSCDavid Groves
Greg WalbridgeSung Hoon Hong
VR Systems - IMSCDavid Groves
Greg WalbridgeSung Hoon Hong
Virtual Visit -BioMed.Jennifer Sullivan
Katlyn ChoHyoung Lim
Virtual Visit -BioMed.Jennifer Sullivan
Katlyn ChoHyoung Lim
CCG-NASAGary Hersch
CCG-NASAGary Hersch
Microwave Bonding-CaltechJohn FischerJohn Heckert
Microwave Bonding-CaltechJohn FischerJohn Heckert
Yima-IMSCKaren Corwin
Didi Yao
Yima-IMSCKaren Corwin
Didi Yao
VR SystemsDavid Groves
Greg WalbridgeSung Hoon Hong
VR SystemsDavid Groves
Greg WalbridgeSung Hoon Hong
Smithsonian Presentation
www.usc.edu/techalliance
