Building a Europe of excellence: Turning knowledge into growth

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Workshop 10 European Technology
Platforms developing lead markets?
Frank Brown INSEAD
Bernard Meric Hewlett- Packard
Janez Potocnik European Commission
Rüdiger Iden BASF
Jozef Cornu EUREKA Cluster MEDEA
Koenraad Debackere KU Leuven
Monica Beltrametti XEROX
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Workshop 10 European Technology
Platforms developing lead markets?
Moderator

• Frank Brown
• Dean
• INSEAD

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• Janez Potocnik

European Commissioner for Research
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European Technology Platformsdeveloping lead
markets?
Technology Platform Lead Market
InitiativeConcept and state of play
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The context

• Jan 2006 Aho report urges Europe to take radical
  action on research and innovation
• July 2006 Stakeholder consultation launched
• Sept 2006 Commission Communication Putting
  knowledge into practice A broad-based innovation
  strategy for the EU
• Dec 2006 Endorsed by the Competitiveness Council

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European Technology Platforms (ETPs)

• ETPs are bottom-up stakeholder groups, led by
  industry and integrating research, regulators,
  financiers, Member States within a certain
  technology/industrial area (31 ETPs set up since
  2002)
• ETPs role is to
• develop stakeholder consensus on a long-term
  vision for the sector
• develop strategic research agenda (SRA)
• implement SRA via publicprivate investment at
  EU, national and regional level
• FP7 important tool for SRA implementation
  (collaborative research Joint Technology
  Initiatives )

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What do we understand by Lead Markets

• Markets .
• for research and innovation intensive goods,
  services or technological solutions
• with a high growth potential, in Europe and
  globally
• where EU industry can develop competitive
  advantage to lead global markets
• where action by the public sector (as regulator,
  customer or facilitator) can significantly impact
  market development
• that provide solutions to economic or societal
  challenges (health, energy, environment,..)

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Key elements of the Lead Market Initiative

• Start with the prospective supply-side view(e.g.
  strategic research agenda of EU Technology
  Platforms)
• Complement supply-side policies with ones aimed
  at improving business framework conditions and
  addressing major societal/global challenges
• Combine demand-side instruments - regulation,
  standards, IPR, procurement, risk capital
• A new policy co-ordination approach
• Demand-side emphasis
• Hallmarks systematic, prospective, focused,
  co-ordinated
• Better balance/articulation between supply
  demand

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ETP consultation

• Consultations ETP Europe INNOVA panels
• A questionnaire was circulated to all ETPs in
  July 2006
• Potential of technologies to develop world class
  markets
• Need for improved business conditions
• 17 responses received so far, involving 19 ETPs
• Energy-efficient buildings (Construction ETP
  SusChem)
• Bioproducts/Biorefineries (SusChem Plants
  Forestry)
• Additional contributions from 14
  ETPsNanoelectronics Rail Transport Road
  Transport Hydrogen Fuel Cells Space Steel
  Industrial Safety Food Textiles Integral
  Satcom eMobility NanoMedicine
  NetworkedElectronic Media SoftwareServices,
  Industrial Safety

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Way forward and roadmap

Jan 07 Interservice working group on Lead
Markets established, led by DG Enterprise and
Industry Mar 07 Task Forces set up for a number
of candidate areas End 07 Policy document Feb
08 Adoption of initiative
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Workshop 10 European Technology
Platforms developing lead markets?

• Bernard Meric
• Senior Vice President
• Hewlett-Packard EMEA

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Workshop 10 European Technology
Platforms developing lead markets?
Monica Beltrametti Vice President and
Director Xerox Research Centre Europe Xerox
Global Technology Offering Development
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Workshop 10 European Technology
Platforms developing lead markets?
Jozef Cornu Chairman EUREKA Cluster MEDEA
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Prof. Dr. Ruediger Iden

• Head of Physics Research
• Nanotechnology Spokesman
• BASF Aktiengesellschaft

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Innovating for a Better FutureSmart Energy Homes

• An innovation network for
• research and development

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European Technology Platform for Sustainable
Chemistry

and many more
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Introduction What is the Smart Energy Home?

• Integral approach to Smart Energy Homes by
  integrating Sustainability, Smartness and Comfort
  / Health issues
• Zero-emission and zero-energy consumption targets
• Influence the housing market in the short/medium
  term
• Validation of technologies/products by end users
• Large-scale initiative with the participation of
  leading European companies / ETPs

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Whats New in the SEH Integration vs.
Fragmentation
Much more than another prototype of the house of
the future

• In summary the Smart Energy Home will provide
• Partner platform to facilitate testing and
  scaling up
• Demonstration platform to showcasing the
  importance of chemistry and material development
  for a sustainable future in Europe
• Direct feedback from end users living
  innovations
• Implementing results of leading research projects
  in real life solutions for consumers
• With the right support considerable market
• uptake could be achieved within 3 to 5 years
• rather than 10 to 15 years

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Building the Lead Market Smart Energy Efficient
Home

• stimulate research and market
• speeding up market uptake
• strengthen European competitiveness (Research
  Industry)
• implementation of new eco-efficient
  production methods and facilitate next
• generation high value-added products

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Objectives The SEH Initiative Strives to

• Facilitate cross-sectoral innovation inspired in
  homebased situations, wishes, desires and
  problems of everyone's daily life.
• Promote the idea of smart energy homes as the
  preferred home concept in any city, village or
  neighbourhood across Europe and beyond.
• Raise consumer awareness about housing energy
  consumption and demonstrate how can new
  affordable technologies and products minimize it
  while contributing to positive living
  experiences.
• Support anyone willing to create Smart Energy
  Homes by providing easy-to-access expert
  knowledge, materials and training.

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The Smart Energy Home A Home for Living
Innovation

• An initiative developed by SusChem, European
  Technology Platform for SUSTAINABLE CHEMISTRY

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Workshop 10 European Technology
Platforms developing lead markets?
Koenraad Debackere Professor and General
Manager KU Leuven Research and Development
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European Technology PlatformsHow to foster lead
market development

• 2007 European Business Summit
• Koenraad Debackere
• K.U.Leuven

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The variety of activities in the innovation
space

• Technology-push --- demand-pull
• Discontinuous --- continuous
• Sustaining --- disruptive
• Breakthrough --- incremental
• Systemic --- product
• Business model --- product --- technology

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The variety of actors in the innovation space
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The variety of policy views in theinnovation
space

• Fostering curiosity driven research ---
  stimulating demand driven research
• Policies geared towards individuals ---
  institutions --- networks
• Policies driven towards larger infrastructures
  technology integration --- smaller, creativity
  driven projects
• Need for complementarity and additionality
  between and within instruments

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The additionality of RD policy(results
Steunpunt OO Indicatoren, Leuven)
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Lessons for technology platforms

• Occupying the right niche in the EU innovation
  space with an explicit technology focus
• Striving for economies of scale and scope as
  required by the technology integration pursued
  with the platform
• Determining the right mix of actors, including
  their complementarity and additionality
• Setting the right ambitions on sustaining ---
  disruptive nature of the technology platform
  pursued
• ? setting the technology dimension right!!!

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Lessons for technology platforms

• BUT the technology dimension only generates
  value when coupled to a viable valuable market
  dimension
• Hence, the need to understand and articulate the
  lead market concept in order to focus the
  technology content and the ambition of the
  platform along such dimensions as
• Markets versus users
• Present versus emergent
• Ex ante versus ex post
• Competitive versus pre-competitive
• Globally leading versus sustaining

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Workshop 10 European Technology
Platforms developing lead markets?
Frank Brown INSEAD
Bernard Meric Hewlett- Packard
Janez Potocnik European Commission
Rüdiger Iden BASF
Jozef Cornu EUREKA Cluster MEDEA
Koenraad Debackere KU Leuven
Monica Beltrametti XEROX