Commercialisation of your research and development project

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USING OUR BRAINSa view from the pointy end
Stephan J Wellink _at_ UTS 18th July 2003
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The Environment

• Reform in tertiary education sector
• Reform in RD sector
• Globalisation
• Trade issues FTA
• World events
• Economy
• Pressure to demonstrate the clever economy

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Using Our Brains in Research Business

• To match RD expertise and creativity with
  expertise and creativity in Commercialisation

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Using Our Brains - International Innovation

• Develop
• Import
• Catalyst
• Maintain
• Share
• Transfer

TECHNOLOGY MANAGER
TECHNOLOGY LEADER
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RD dialogue transactions
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R D Pipeline
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Market Driven Research
Core competencies to develop technology
Opportunity generated by trend
Technology to realise trend
Trend
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Two Big Business Issues

• Pace and direction of change
• Triple bottom line
• Delivery against economic, environmental and
  social considerations

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Partnerships

• Both change
• Both share benefits beyond transaction
• Boundaries altered
• Some business system elements merged

• R D Agency
• Creativity
• Multidisciplinary skills
• New Technology

• Company
• Market access
• Finance
• Networks

Existing Companies Improved performance through
new products and processes
New enterprise creation Spin offs
joint ventures
Markets Consumers

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Critical Success Factors?With thanks to Ross
Fowler CEO Alcatel Australia

• Have a clear strategic purpose
• Find a fitting partner - common vision, cultural,
  trust, relationship
• Specialise - each party must do what they do best
• Create incentives for cooperation
• Manage conflicts
• Share information
• Develop intimacy - eg exchange personnel
• Operate with long term vision
• Be flexible
• Share risk equitably
• Deliver best of breed
• Provide logistics support

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The Alcatel- UTS Experience(with thanks to Ross
Fowler, Alcatel Aust)
Exploration
Understanding
Mutual Relevance
Executive Commitment
Broad Engagement
Evolution
A Three Year Path
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University IP

• Resmed
• 3 billion company, 280m sales p.a.
• sleep apnoea treatment, (U Syd, 1980)
• Australian RD and manufacturing
• Cochlear
• - 1.8 billion company, sales of 220m
• - cochlear implants (U Melb 1978)
• - international company , Australian RD
• Memtec
• Australian company sold it to US Filter in 1997
  for 660m
• Membrane technologies (UNSW/Baxter)
• 1800 staff, gt80 sales abroad

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aXcess Car

• The aXcessaustralia project shows some of the
  best Australian industry can make.
• David Lamb

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aXcess Car

• Objective
• To build a vehicle to showcase Australian
  component manufacturers
• Outcome
• Showcase vehicles led to export earnings of
• gt 1.7 billion for the local industry

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aXcess Car

• Critical elements for success
• Vision
• Leadership
• Global application
• Great science
• Research collaboration
• Positioning
• Integration

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UTS A SNAPSHOT

• A member of the Australian Technology Network of
  universities
• More than 27000 students
• - gt 9000 postgraduate students
• - gt 4300 international students from 70
  countries

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UTS ACADEMIC CORE

• Business
• Design, Architecture and Building
• Education
• Engineering
• Humanities and Social Science
• Law
• Information Technology
• Nursing, Midwifery and Health
• Science

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We are Here
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Our Applications are here
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Innovation a challenge

• We need to know not only what are the existing
  concepts, but what are the emerging concepts,
  what are the dying concepts.

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RD _at_ UTS

• UTS is committed to both research excellence and
  to ensuring that its research is of benefit to
  society

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RD _at_ UTS

• What do we want to be?
• Famous for producing and attracting the best
  brightest
• Famous for integrating teaching, learning
  research
• Famous for applied outcomes that benefit society
• What does RD mean?
• Cutting edge knowledge generation
• Valuable research results, products, processes

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RD ROI

• The University expects a return on its
  investment, particularly from the focus areas of
  nanotechnology, biotechnology, environmental
  technology and information communication
  technology

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ADVANCED TECHNOLOGY INSTITUTES
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RD _at_ UTS what does it represent?

• Individuals
• Teams
• Institutes
• Centres
• Groups
• Faculties

People
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UTS Focus Research Strengths
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RD Office

• The UTS RD Office is the portal to UTS research
  expertise and contacts in its research groups,
  centres and institutes
• The Office administers all commercial aspects of
  research projects and tenders

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RDO Teams
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RD Business Activities

• Identification, management protection of IP
• Technology evaluation
• Education
• Development of processes structures
• Commercialisation
• Making the Deal

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Identifying RD Commercial Opportunities

• Must meet a customer need
• Must provide a market leadership position
• Must offer strategic advantages
• Must fit the Organisations strategic objectives
• Must be expected to achieve reasonable
• sales and profit goals
• Must be able to identify and manage the risk(s)

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RD Commercial Considerations

• Whats the value proposition?
• What are we selling?
• Technology push or market pull?
• What is the market?
• Commercialisation Plan?
• Selection of partner?
• Funding?
• Risk vs reward?

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UTS Business Formula
D eliver on time and within budget E stablish a
position pitch it right! L isten get market
feedback I nvestment theirs and ours! V alue
add it! E xcellence provide quality R epeat
business do it again!
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• Thank You

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