Technology Roadmap for Innovation

Technology and Innovation
Management:
S7
Technology Roadmap
Raj C Thiagarajan, PhD
To
SIBM SIII MBA Students

ATOA Scientific Technologies
Engineering Simulation For Innovation

Technology Roadmap
• What ?
• History
• Principles
• Process
• Concepts
• Types
• Samples
• Case
• Managerial Implications

ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management 2

Overview
• Technology management
– Integrates strategy, Firm
innovation,
Operations, product, Commercial perspective
process.

Technology Push
– Knowledge transfer Strategy,

Market Pull
for Push pull Innovation,
management. Technology
Operations

• Technology road mapping
represents a powerful
Technological perspective
technique for supporting
technology management
and planning in the firm.
Environment


Definition
• Technology road mapping is an effective technology
planning tool to help identify product needs, map them
into technology alternatives, and develop project plans
to ensure that the required technologies will be
available when needed.
– Industry definition
• A road map is an extended look at the future of a
chosen field of inquiry composed from the collective
knowledge and imagination of the brightest drivers of
the change in that filed
– definition by an advocate
• Bridges the Business and Technology environment


Roadmap Simplified
FUTURE
VISION

Where you
Current want to Go?
STATUS

Where are How to get There?
We now?
Technology Roadmap
is a powerful tool to get there


Evolution of technology road mapping
1970 1980 1990 2000 2010
Strategic
planning
Motorola develops
technology
roadmapping
approach Take up in Semiconductor
electronics Technology Roadmap
Roadmapping
sector,
approach
defence
Take up in supports
and
Co-evolution aerospace
other sectors integrated
- companies strategic
- consortia planning
- government

Forecasting

Policy Foresight

Science fiction Futures & Scenario planning

Source: Phaal et.al, Technology road mapping: linking technology resources to business objectives, Robert Cambridge.

ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management

Roadmap Benefits
• Facilitate the integration of new technology into the business

• Support for company strategy and planning processes

• Identify new business opportunities for exploiting technology

• Provide top level information on the technological direction of the business

• Support communication and co-operation within the business

• Identify gaps in market and technical knowledge

• Support sourcing decisions, resource allocation, risk management and exploitation

• High-level integrated planning and control - a common reference / framework


Types and level
• International Technology Roadmaps

• National Technology Road maps

• Industrial Technology Road maps

• Product, Process, Innovation, and Technology
roadmaps


Anatomy of a Roadmap
Time

Market M1 M2

P1 P2 P3
Product
P4

T1 T2
Technology
T3 T4

R&D RD 1 RD 2 RD 4 RD 6
programmes RD 3 RD 5

Capital investment / finance
Resources Supply chain
Staff / skills



Concurrent


Motorola Roadmap Matrix
• summary of product plans and technology forecast
Year 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991
Tuning Push button Push button - Synthesizers Touch pad - Synthesizers Voice actuated

Selectivity Ceramic resonators SAWs Digital signal processors

Subcarrier function 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

RECEIVER 1 RECEIVER 2 RECEIVER 3 NEXT GENERATION FUTURE GENERATION

PRODUCTS Plus: A NEW SERVICE
Stereo Plus: Plus:
Stock market
Scan Personal Road information Super Hi Fi
paging Remote
Seek amplifiers Local maps
Remote controls

Source: Willyard & McClees, 1987


Where you can use ?
• Product Planning
• Service / capability planning
• Strategic planning
• Long-range planning
• Knowledge asset planning
• Program planning
• Process planning
• Integration planning


Product Planning
• Most common type of technology roadmap, relating to the
insertion of technology into manufactured products, often
including more than one generation of product.
• Example: A Philips roadmap, where the approach has been
widely adopted (Groenveld, 1997). The example shows how
roadmaps are used to link planned technology and product



Strategic Planning
• Includes a strategic dimension, in terms of supporting the
evaluation of different opportunities or threats, typically at
the business level.
• Focuses on the development of a vision of the future
business, in terms of markets, business, products,
technologies, skills, culture, etc.
• Gaps are identified, by comparing the future vision with the
current position, and strategic options explored to bridge the
gaps.



Knowledge Asset Planning
• Aligning knowledge assets and knowledge management
initiatives with business objectives.

• This form of roadmap has been developed by the Artificial
Intelligence Applications Unit at the University of Edinburgh
• (Macintosh et al., 1998), enabling organizations to visualise
their critical knowledge assets, and the linkages to the skills,
technologies and competences required to meet future
market demands.


Process Asset Planning
• Supports the management of knowledge, focusing on a
particular process area (for example, NPI, TQM)

• Focusing on the knowledge flows that are needed to
facilitate effective new product development and
introduction, incorporating both technical and commercial
perspectives.


Integration Planning
• Integration and/or evolution of technology, in terms of
how different technologies combine within products and
systems, or to form new technologies (often without
showing the time dimension explicitly).

• A NASA roadmap, focusing on ‘technology flow’, showing
how technology feeds into test and demonstration
systems, to support scientific missions.


Time is a key dimension…
prediction / investment

Short term Medium term Long term
Uncertainty / risk of

New (?):
- Markets
- Products
- Technologies
- Capabilities
- Organisational structures
- Distribution channels
- Competition

Time
Operations Innovation Strategy

What to manufacture? Which products? Which technologies?
How many of each model? Which markets?
What materials to order? What cost?

qualitative focus
quantitative focus



Display technology

www.modilis.com/roadmap.htm


• Technology

• Product


Vision 2050
Roadmap

• Source:
• Vision 2050, The new agenda for business, Project report
of the World Business Council for Sustainable
Development (WBCSD),


PLC

Source: Karnchana Choomon and Nopporn Leeprechanon, A literature review on technology road-mapping: A case of
power-line communication, African Journal of Business Management Vol. 5(14), pp. 5477-5488, 18 July, 2011

Building a Technology Roadmap
• STEP 1: What do you do Now?

• STEP 2: How do you do it?

• STEP 3: Where are you today?

• STEP 4: Where do you want to be?

• STEP 5: How are you going to get there?


Roadmapping Tools
STEEPI
(Social, Technological, Market Foresight
Economic, Environmental, Drivers Technology Intelligence
Political, Infrastructural
Trends & Drivers)
SWOT t Scenario
(Strengths, Market
Weaknesses, Business
Innovation
Opportunities,
System Product
Threats) Structure
(taxonomy)
Service
Scaleable System
(hierarchy)
Technology
Resources

Valuation /
Portfolio Balanced scorecard
Linking
grids

Source: Phaal et.al, Technology road
mapping: linking technology resources to
business objectives, Robert Cambridge.


Roadmapping challenges

50
45
40
Response (%)

35
30
25
20
15
10
5
0
Starting up Developing a Roll-out of Keeping the Other
the TRM robust TRM the TRM TRM process
process process process 'alive' on an
ongoing
basis Source: CTM survey, 1999


Structure and prioritisation

Technology
Roadmap
time

Business / Market drivers
Business /

Product features
Market

Product / Product features
Technology solutions

Service /
Production

Technology /
Resources

Analysis
Grids


Combine multiple perspectives
Perspective Fundamental Information
Current Route forward Vision questions type
Time
Now +2y +5y + 10 y
When?
Market
(Internal) (external)
Business Market

Why? Drivers
Drivers

Commercial
Business Strategy
Pull Needs
Product Roadmap framework supports
Product

Service What? Form
management of strategic innovation Function
System
Performance
Push
Technology

Technology
Infrastructure How? Solutions
Resources Capabilities
Resources
Resources /
Other



Success factors
Response (%)
0 10 20 30 40 50 60 70 80

Clear business need

Desire to develop effective business processes

Company culture & politics supported
participation / progress

Right people / functions were involved

Commitment from senior management

Required data / information / knowledge available

Timing of initiative was appropriate

Clear and effective process for developing TRM

Effective tools / techniques / methods

Effective facilitation / training

Other

Source: CTM survey, 1999


Barrier to success


T-Plan


Elements
Where we are now GAP Where we want to be in futur

Business / Manufacturer Market and Application Knowledge Innovating/own IP
Contract Developer Understanding risk Exploiter/Deliverer
Market No Growth Track Record In R&D Fast growth
“No” IP pipeline Sufficient resources to accommodate Good Manufacturer
any failures

Capability / Devices IP generation Advanced products
Market area 1, 2 Experience in Regulation & Application New products
Products Manufactureand assembly No product pipeline
Regulatory Resourcing for R&D

Technology Device know-how Science Gap, No Pipeline Key technology area 1
Eng. Sci & Dev Eng. Critical Tech elements Phyiscsm Chemistry,Science
(Critical) Manufacturing know how Lack of market understanding Engineering & Manufacturing

Organisation Two companies IP generation exploitation skills Three cultures - Ops/PM/R&D
At least two cultures Risk taking/empowerment One company (coherent)
Hierarchical/rigid Entrepreneurship High reward - high performance
Ops dominated Institutionalised geographic separation networked and knowledge-based


Factors to bridge the gap
Market Identify future of market sectors A & B and key application
Establish contacts with key consumer groups
Establish contacts with key stakeholder groups 1, 2 & 3

Business Survey customers for their requirements
Communicate strategy (shareholders)

Product Resource planning
IT strategy

Technology Agree and communicate strategy
Identify resource requirements and start recruitment and training
Focussed review of informatics & formulation resource needs (people/facilities)
Communicate market knowledge
Review project portfolio - focus on critical few (matching market / stop doing some things)
Generate key technology strategy and timeline
Develop knowledge management tools

Organisation Establish R&D organisation
Clarify roles and relationships S&T/R&D/Advanced Services/Man Tech
Develop organisation objectives / vision metrics
Succession management
Develop and implement skills
Design, train and implement culture change


Implementation Process
Phase I. Preliminary activity
Define the scope and boundaries for the technology roadmap. Satisfy essential conditions.

Phase II. Development of the Technology Roadmap
1. Identify the “product” that will be the focus of the roadmap.
2. Identify the critical system requirements and their targets.
3. Specify the major technology areas.
4. Specify the technology drivers and their targets.
5. Identify technology alternatives and their time lines.
6. Recommend the technology alternatives that should be pursued.
7. Create the technology roadmap report.

Phase III. Follow-up activity
1. Critique and validate the roadmap.
2. Develop an implementation plan.
3. Review and update.


Process Flow
• Top management

• Senior management

• Mid management

• Individual contributors


Summary
Benefits of road mapping:
• A focus for integrated strategic planning
• Can be applied in a wide range of contexts
• Supports communication and network development

Challenges of road mapping:
• Only a tool
• Maintaining the dynamics process
• The process and roadmap typically need to be customised


Technology Roadmap for Innovation

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