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• Overview of roadmapping
• ‘Fast-start’ workshop methods
• Examples
• Summary & questions
Topics
Business Premier Database, Beeton, D (2007)
20051952
0
2500
1945 1987Motorola
Subcarrier function
1982 1983 1984 1985 1986 1987 1988 1989 1990 1991Year
Tuning Push button Push button - Synthesizers Touch pad - Synthesizers Voice actuated
Selectivity Ceramic resonators SAWs Digital signal processors
Stereo Paging Data Maps
IC technology Linear 5u CMOS 3u CMOS 1u CMOS
Display LEDs Liquid crystal Fluorescence
Vehicular LAN Single wire Glass fibre
Digital modulation 500 kHz bandwidth
PRODUCTS
RECEIVER 1 RECEIVER 2 RECEIVER 3 NEXT GENERATION FUTURE GENERATION
Stereo Plus: Scan Seek
Plus: Personal paging
Plus:
Stock market Road information Remote amplifiers Remote controls
A NEW SERVICE
Super Hi Fi
Local maps
Subcarrier function
1982 1983 1984 1985 1986 1987 1988 1989 1990 1991Year
Tuning Push button Push button - Synthesizers Touch pad - Synthesizers Voice actuated
Selectivity Ceramic resonators SAWs Digital signal processors
Stereo Paging Data Maps
IC technology Linear 5u CMOS 3u CMOS 1u CMOS
Display LEDs Liquid crystal Fluorescence
Vehicular LAN Single wire Glass fibre
Digital modulation 500 kHz bandwidth
PRODUCTS
RECEIVER 1 RECEIVER 2 RECEIVER 3 NEXT GENERATION FUTURE GENERATION
Stereo Plus: Scan Seek
Plus: Personal paging
Plus:
Stock market Road information Remote amplifiers Remote controls
A NEW SERVICE
Super Hi Fi
Local maps
1991ITRS
1997Philips,EIRMA
2003UN
2010?
CTM research• ‘Fast-start’• Customisation• Integration• Visualisation
Information structure
Graphicalstyle
Roadmap‘lens’Business /
strategic issueUnderstanding & communication
Roadmaps as ‘strategic lenses’
Past Short-term Medium-term Long-term Vision
Time
Market
Business
Product
Service
System
Technology
Science
Resources
Functional perspectives(Roadmap
architecture)
Route(s) forward
KnowledgetypesWhen?
What?
How?
Push
Pull
Information types
DriversStrategy
Needs
FormFunction
Performance
SolutionsCapabilitiesResources
Why?
Roadmap framework(Supports integrated and aligned strategic and innovation planning)
Key questions: 2) Where are we now?
3) How can we get there?
1) Where do we want to go?
Typical viewpoints
commercial & strategic
perspectives
Design, development & production perspectives
Technology & research
perspectives
Roadmaps combine multiple perspectives
Process funnel (e.g. strategy, new product development)
Requirements fluidConcepts fuzzyMany unknownsMany optionsMany assumptionsFew constraintsScenarios
Requirements clear, stableConcepts clear, stableFewer unknowns, risks understoodFewer options, greater constraints
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EffortTime
Divergent process Convergent process
Subcarrier function
1982 1983 1984 1985 1986 1987 1988 1989 1990 1991Year
Tuning Push button Push button - Synthesizers Touch pad - Synthesizers Voice actuated
Selectivity Ceramic resonators SAWs Digital signal processors
Stereo Paging Data Maps
IC technology Linear 5u CMOS 3u CMOS 1u CMOS
Display LEDs Liquid crystal Fluorescence
Vehicular LAN Single wire Glass fibre
Digital modulation 500 kHz bandwidth
PRODUCTS
RECEIVER 1 RECEIVER 2 RECEIVER 3 NEXT GENERATION FUTURE GENERATION
Stereo Plus: Scan Seek
Plus: Personal paging
Plus:
Stock market Road information Remote amplifiers Remote controls
A NEW SERVICE
Super Hi Fi
Local maps
Explore Shape Plan Implement
Market-Technology, Summary-Detail
Iteration
Roadmaps provide a consistent framework throughout thestrategic planning / innovation process
Process funnel (e.g. strategy, innovation, new product development)
T-Plan ‘standard’S-Plan
‘Fast-start’ workshop methods
Step 1: Scan (‘Landscape’)- Large group activity- Broad scope- Share and capture perspectives- Link, focus and prioritise
Step 2: Probe (‘Landmark’)- Small group activity- Focused scope- Share and capture expertise- Organise, plan and action
Google Earth
S-Plan workshop process concept
Typical roadmapping workshop activities(Breadth & Depth)
Market /Business
Time
Product /Service /System
Technology
Resources
Past / current
Shortterm
Mediumterm
Longterm Vision
Scatter gun
Pul
l
Pus
h
Pul
lP
ush
Vision driven
Pus
hP
ull
12
3
Forward
Variations of strategic landscape activity
Market & businesstrends & drivers
Valu
e st
ream
s
Non-technicalenablers & barriers
Technicalenablers & barriers
Research &technologyprogrammes
Products /services
Businesses /facilities
Technology / IP
Cost / risk reduction
Strategic position
Past Short-term Medium-term Long-term Vision
‘Context’Social, technological, economic, environmental & political trends & driversCustomer & competitor intelligenceBusiness strategy, objectives & milestones
Potential ‘value’RevenueCost reductionOther advantages
TechnologyMilestones, investment, capabilities
The richer the picturethe more likely it is thatvalue will be generated
Enablers & barriersComplementary technologies, systems / alternativesRisks, barriers and potential problems
Market Pull
Technology Push
Developed in collaboration with BAE SYSTEMS
Value roadmapping variant
1
2
3
4
http://www.foresightvehicle.org.uk/
Roadmaps a tactical and strategic tool
Workshop 1: Transport
Workshop 2: Secure environment
Workshop 3: Sustainable consumption & Production
Workshop 4: Emerging energy technologies
Workshop 6: Intelligent connected world
Workshop 5: Healthcare & Bio-science
Serie
s of
wor
ksho
ps e
xplo
ring
met
rolo
gy a
spec
ts o
f var
ious
sec
tors
Workshop 7: Design Engineering & Advanced manuf’g
Workshop 8: Built Environment
Workshop 9Cross-cutting
Metrologythemes &priorities
www.technology-roadmaps.co.uk
UK Measurement & Standards for Emerging Technologies (MSET) - 2006
Idaho National Engineering and Environmental Laboratory, emi-web.inel.gov/roadmap/factsheet.pdf
Roadmapping - a combination of explorer’s sketch map and battle plan
“It is a simple task to make things complex, but a complex task to make them simple”
(Dettmer, 1998)
Thank you
Questions?
Coming soon…
+ Courses (March, June, October)
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