Presentation by Prof. Pieter Ballon during the Information session "Collaboration and support opportunities for SMEs to develop their next generation ICT / Internet protocol" in Brussels on May 16th

1. User Experience
testing, Co-creation
and Business
Opportunities through
Living Labs
Pieter Ballon
iMinds-iLab.o
Pieter.Ballon@iminds.be
1

2. Major problems for SMEs today
§ How to get to know the future user needs and
behavior?
§ How to come up with the right business model?
§ How to come up with innovative services and
features?
§ How to take advantage of Future Internet?
§ How to do business beyond my national border?
2

3. 3
A Living Lab is..
§ a real-life test and
experimentation
environment
§ where users and
producers co-create
innovations
§ in a trusted, open
ecosystem that enables
business innovation

4. The iLab.o toolbox: 5 unique assets
A toolbox for any project type: ICON, Living Lab, CIP, FP7, …
Panel
Management
We’ll find and
motivate your test-
users
Living Lab
Methodology
We provide the right
back-office tools for
a living lab project –
e.g. LLADA
AchtTV
Survey
selectierespondenten 1d
Opmaakvragenlijst 2days
Codering+ verzending 2days
Invullensurvey 1week
Testing
Intake-gesprekken 2days
PresentatieRapportSurvey+Intake
Testingperiod 4days
FocusGroups 2days
PresentatieFinalrapport
07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 01 02 03
WK WK45,november2010 WK46,november2010 WK47,november2010 WK48,december2010
Prototyping &
testing
We’ll model a rough
idea into a usable
app for daily life and
test it through
Simulate Your
Business
Co-design of
collaborative
business model on
the fly
European
Network of
Living Labs
Gateway to 300+
Living Labs
Importance of validated toolbox!

5. The iLab.o toolbox: User panels
5
§ Recruitment, mgmt & surveying of up to 10,000 test users
§ Regular market reports on media and ICT usage
§ Specific categories including urban youngsters, elderly,…

6. § Fully profiled test users
§ To be extended and made interoperable with other systems
§ Innovators can have real-time insight in usage
The iLab.o toolbox: User dashboard

7. § Tools and methods for rapid application prototyping
§ Co-design with users and other stakeholders
The iLab.o toolbox: App prototyping

8. § Multi-touch business model consensus-building and simulation
§ Ready-to-go Partnerships with Cities, SMEs and other LLs
The iLab.o toolbox: Business modelling

9. 20/09//20
12
20/09/21
The iLab.o toolbox: EU network
§ ENoLL secretariat in Brussels
§ Ready-to-go Partnerships with +/- 30 core members in EU

10. The iLab.o track record: impact and
results
More accurate
market potential
Innovative
products &
solutions
Boost in business
& innovation
opportunities
• Adoption & WTP
• User Behaviour
Change
• Co-design
• Crowdsourcing
• Local opportunities
• Opportunities
beyond borders

11. Local Living Lab projects –
examples and results
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12. SME Funding Opportunities
17/05/13 12
50%75%
10K
25K
35% < 60%
project complexity
One step at a time, SMEs develop a closer partnership with iMinds as a driver for
innovation and get access to its ecosystem of potential business partners.

13. " explore
" evaluate
" test
environmental
scanning
user analysis
user behavior"
community of practice
(direct user feedback)
market roadmap"
business simulation
Research tailored to SME needs
In 2012, 20 new SMEs engaged in small-scale Living Lab projects,
which provide early potential assessments for innovations
or input to R&D development roadmaps and business models.

14. The right mix of lead users
14

16. case facts
" living lab Mediatuin
" 6 months, 5 iterations
" panel N=541, active users N=53
IWT Haalbaarheidsstudie (24k)
" results
" Audience for mobile app of GPS games
" Willingness to pay for this application.
User friendliness app
" General feedback on concept

18. DTV segmentation forecast
0
5
10
15
20
25
30
35
40
DTV 2004 2,3 14,7 35,6 20,9 21,1
innovators early adopters early majority late majority laggards
Long-term market potential: digital
Television in Flanders (2004)

19. DTV segmentation forecast
0
5
10
15
20
25
30
35
40
DTV 2004 2,3 14,7 35,6 20,9 21,1
innovators early adopters early majority late majority laggards
Timing? ½ y 2 y
Q3 05 Q1 06 Q3 07
? ?
Q3 06
Q2 07
138000
300000
1mio
(+882000)
Q3 20072006: 140000
40000 Belgacom
+ 100000 Telenet
Long-term market potential: digital Television
in Flanders (2004)
Q2 2008

20. EU Living Lab projects –
examples and results
20

21. Innovative products and solutions:
EPIC smart city apps (2011-2013)
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pLImmoWeb
Web-Service
EnergyHive
Web-Services
Generic Monitoring
Framework (GMF)
Web Services
3D Model
Points of Interest
Web Services
Properties Search
Web-Services
Relocation
Portlets
Relocation
Portlets
Smart-Environment
Web-Services
(Domestic Energy)
Smart-Environment
Web-Services
(Public Buildings)
SmartEnvironment
Portlets
CIBG
Web-Service
Urban
Planning
Pilot
Smart
Environment
Pilot
Public
Buildings
Smart
Environment
Pilot
Domestic
Energy
Relocation
Pilot
User
Client
Devices
User Management
Web Services
User Management
Portlets
EPIC Service
Catalogue
Urban
Planning W/S
Unity
3D Engine
Urban Planning
Portlets

22. Innovative products and solutions:
EPIC smart city app (2011-2013)
22

23. Helping SMEs enter new markets through
Living Labs
Homecare & ILS
Energy Efficiency
Social Media
eManufacturing
Boost in business & innovation opportunities:
APOLLON (2009-2012)
§ Only 8% of European SMEs have cross-border activities
§ Living Labs provide access to local innovation ecosystems and are federated in ENoLL
§ Can we use networks of Living Labs to help SMEs innovate and do business abroad?

24. From “I can help” to “whereabouts”
§ Initial application
§ I Can Help - Netherlands
§ Medically-experienced staff being informed of an emergency in the
vicinity through a message on their smartphones in order to
provide the quickest possible assistance to the victim before the
official emergency services arrive
§ Adjusted application
§ I Can Help – Belgium
§ Readjustment of the initial app due to country specific aspects
§ Focus on another market (voluntary assistance)
§ Required new functionalities
§ More focus on location and management
§ SMEs involved
§ Development of registration and planning module
§ Evolved application
§ Whereabouts – Netherlands
§ Location based app to register the whereabouts of athletes
§ Price winning app at WADA (world anti doping agency)
§ Commercial roll-out (available in the app-store)

27. § Before APOLLON (2008)
§ 64% of APOLLON SMEs had 0-5% international turnover
§ Top-20% had 45-60% of international turnover
§ At the end of APOLLON (2012)
§ 27% of APOLLON SMEs had 0-5% international turnover
§ Top-20% had 55-70% of international turnover
Boost in business & innovation opportunities:
APOLLON (2009-2012)

28. And to the next level with FI-
PPP
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29. 29

30. • Pieter.Ballon@iminds.be
Thank you!