www.FITT-for-Innovation.eu

Living Labs in ICT

FITT

(Fostering Interregional Exchange in ICT Technology Transfer)

Living Labs

A Living Lab is a method for user-centric innovation by providing the testing facility in a real life user environment, able to feedback all necessary customer experience and make appropriate decisions about the final go to market or even to detect new opportunities. There is also a European Network of Living Labs (ENoLL) setting up a common methodology.

Nature of reusability: Living Labs are widely applicable for all applications in need of wide and truly user feedback, taking into account all stakeholders

Case is mostly generic

Quality/Nature of stakeholders: Mostly B2C, but also possible for B2B

Processes related to case: business model decision, marketing, evaluation

Living Labs as a platform for real life testing: opportunity & potential detection

02/07/2009

Prof. Lieven De Marez

IBBT-iLab.o

IBBT iLab.o?

Industry Industry ConvergenceConvergence

Industry Industry ConvergenceConvergence

IncreasedIncreased

CompetitionCompetition

IncreasedIncreased

CompetitionCompetition

ShortenedShortened

Life CyclesLife Cycles

ShortenedShortened

Life CyclesLife Cycles

Only Only IncrementalIncremental

InnovationInnovation

Only Only IncrementalIncremental

InnovationInnovation

FailingFailing

InnovationInnovation

FailingFailing

InnovationInnovation

Even moreEven more

CompetitionCompetition

Even moreEven more

CompetitionCompetition

Living LabLiving Lab A Unique Environment to Experiment withA Unique Environment to Experiment withReal Innovation, with Users and the Complete Value Real Innovation, with Users and the Complete Value

NetworkNetwork

====

Why Living Labs?Today’s ICT environment

Why Living Labs?Open innovation platforms … to ‘overcome systematic failures’

Many failures ~ failing potential estimation

e.g. Mobile Television Finland (2006)

= Being user-centric? Ok … but too fragmented (one shot)

continuous user feedback (through all NPD-stadia)

Living Labs @ IBBT - iLab.o … … transcending ‘one shot user feedback approach’

ShapingShapingPotential

Identification / BM / Introduction

Potential Identification / BM /

Introduction

Opportunity identificationOpportunity identification

ROMAS – i-City Living Lab (wls cities) ca. 600 test users (2007) Opportunities for mobile city applications?

Living Labs @ IBBT - iLab.o … … opportunity identification

Focus GroupsAlpha’s + (un)familiar

80 ideas

Focus GroupsAlpha’s + (un)familiar

80 ideasInterest & Requirements

Survey (N:450)Interest & Requirements

Survey (N:450)

Focus GroupsAlpha’s + (un)familiar

80 ideas

Focus GroupsAlpha’s + (un)familiar

80 ideasInterest & Requirements

Survey (N:450)Interest & Requirements

Survey (N:450)

Profiling - Observation – Diaries – Photo Elicitation -

Interviews

Profiling - Observation – Diaries – Photo Elicitation -

Interviews

Developmente.g. Mobile News

Developmente.g. Mobile News

Usability TestingUsability Testing

Logging & EvaluationLogging & Evaluation

ShapingShapingPotential

Identification / BM / Introduction

Potential Identification / BM /

Introduction

Opportunity identificationOpportunity identification

Living Labs @ IBBT - iLab.o … … opportunity identification

Living Lab 2007-8, app. N: 100 Survey (needs) + proxy innovation assessment + diaries + usability +

observation + photo-elicitation + focus groups + …

Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf)

Needs & Wants? Needs & Wants? Wtp?Wtp? User profiles?User profiles?Usage ContextsUsage Contexts

Rational

Emo

Emo

Prime time classical TV

Sleep

12:00

18:00

00:00

Potential for new prime Times

Potential for new prime Times

Potential new Mobile TV

prime times

06:00

Rational

19:00

08:00

Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf)

Mobiele TV Vlaanderen (2007, N: 575)

0

5

10

15

20

25

30

35

40

45

50

Mobiele TV Vlaanderen 0,7 5,4 10,6 43,7 39,7

innovators early adopters early majority late majority laggards

17%

Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection

Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection

Mass Market Potential ? As promising as abroad? No, but …

Mobiele TV Vlaanderen (2007, N: 575)

0

5

10

15

20

25

30

35

40

45

50

Mobiele TV Vlaanderen 0,7 5,4 10,6 43,7 39,7

innovators early adopters early majority late majority laggards

Finland, 1 intention Q

2006: promising potential

2007: overestimation

17%41%

3 Q1 Q

Flanders, 3 intention Q’s

Modest Potential

No Mass Market Potential

40%

1 Q

Potential in Finland = potential in Flanders?

Digital Television, 2004, n: 1006 Launch DTV in Flanders: Q3 2005

Living Labs @ IBBT - iLab.o … … Digital Television: potential detection

innovators early adopters early majority late majority laggards

DTV 2004 2,3 14,7 35,6 20,9 21,1

0

5

10

15

20

25

30

35

40

DTV segmentation forecast

Timing? ½ y 2 y ? ?

Q3 06

138000

300000

+882000

Q3 20072006: 14000040000 Belgacom + 100000 Telenet

Q3 05 Q1 06 Q3 07

Conclusion: Living Labs@IBBT

Believing in user-centric innovation development is one thing … … actually achieving it is another (> single shot approach)

We believe in living labs as ‘ecosystem’ for truly user-centric and more successful innovation development

Continuous & iterative process (3 metaphors) ! Users as the key asset, not technology or devices ! Involving users in their natural environment, on a substantial

scale, or for longer period ! Users as equally important co-creators ! Involvement of all stakeholders in the ecosystem !