Open Innovation in a B2B market

Unrestricted © Siemens AG 2013. All rights reserved
The potential of ICT Tools for Open Innovation:
practical examples, applied to a B2B setting
Siemens Corporate Technology | August 2013

August 2013 Corporate Technology Unrestricted © Siemens AG 2013. All rights reserved
Consider how much you want to disclose
when selecting the right open innovation approach.
Overview over frequently used open innovation approaches
• Search field and company
are visible
• Pre-qualification for
participants possible but
complicated
• Search field and company
not visible
• Need to manage large
number of databases
Idea-Contests ScoutingE-Brokering
company
competitors
customers
end-customers
universities & research
startups & established
technology providers
experts
search
field
company
competitors
customers
experts
search
field
E-Broker
company
customers
experts
search
field
A B….A gets info from B
• For cultural change, also internal cross-sector „open“ innovation projects are important:
e.g. knowledge networking platforms, internal idea contests, corporate problem solving platforms
• E-broker sends request to a
propriatary (closed) list of
experts
• Anonymity and black-list
possible
Databases
& Search
Engines
competitors

Conclusion
"Opening Innovation" (internal)
Scouting
E-Brokering
Idea Contests
Agenda
company
competitors
customers
end-customers
experts
search
field

Designs for emotional LED
solutions (Osram)
Disruptive ICT trends
Products & solutions for
urban markets and city de-
velopment (Siemens India)
Sustainable company and
portfolio ideas (Siemens)
Smart Grid Innovation
Contest (part I & II)
The effort for external idea contests is significantly
larger than for internal idea contests
2009 2010
Innovation
Jams
Internal
contests
External
contests
Business opportunities for
the "Future of Hubs"
(Siemens Mobility)
Anti-Piracy issues &
technical & legal
solutions
2011 2012
Future Business opportu-
nities for high-voltage
switchgears (E T HS)
Business opportunities for
"Future of Metals" (I MT)
2013
Data Driven Services

Idea Contest Tools help to globally enrich the
submitted ideas and to reduce the evaluation effort
Example: www.smartgridcontest.com, idea contest by Siemens based on the IdeaNet from Hyve AG
Social ranking
as additional input
for the jury
Visualization
of the idea
Peer comments &
idea enrichment
Community
of participants
Global reach
participants from
100 countries
450 ideas

Conclusion
Scouting
E-Brokering
Idea Contests
Agenda
company
competitors
customers
experts
search
field
E-Broker

August 2013 Corporate TechnologyPage 7 Unrestricted © Siemens AG 2013. All rights reserved
 ~ 15 challenges submitted with predominantly excellent results
 Efficient and market oriented approach to find leading edge technologies
Innovation
Seeker
Companies
Problem
Solvers
Huge Network of ~ 3 Mio Solvers
Large corporations, SMEs
Start-ups
Universities, R&D organizations
Consultants
Individual Experts
E-Brokers send the request
to a proprietary (closed) list of experts

Conclusion
Scouting
E-Brokering
Idea Contests
Agenda
company
customers
experts
search
field
Databases
& Search
Engines
competitors

Proprietary
Databases
Primary
source
Expected
outcome
Key
methodology
> 50 Mio docs
(Scopus, RDDS, IPAS-
BUS)
 Access to publications
from reputable
universities, companies
 Patent database
Key-Experts,
Description of USP
More than 100 different databases are the source.
Results are collected in the Scouting Platform.
~ 35.000 experts (Enterprise
social media platform)
 Internal networks in
related field often
already exist with relevant
information.
 Siemens Experts that
were not known can be
identified and informal
discussion held.
Identification of use-cases
Identify BU contacts
TechnoWebMergeFlow
 Continuous screening
of changes in publicly
available sources
 High-end monitoring
technologies based on
semantic technologies
Emerging activities
>3GB docs p.d.
(websites, blogs, forums, rss
feed.)
> 100 databases, >100.000
offerings (SBIR, EEN, etc.)
 Search term-based
screening of external
technology marketplaces
(huge number of very
recent offerings!)
 Business-driven
information gathering
(direct contact to target)
Technology offerings
Public
Databases
Scouting
Platform

A aggregated (multiple databases), dynamically
weighted, multiple keyword search increases speed
Siemens PDC-Method: self-developed Excel-PlugIn, data aggregation by mergeflow
Multiple
search keywords
and number of hits
List of Technology
Offernings
Aggregation of
different databases
Keyword occurance
Ranking according to
keyword weights
Dynamic weights

Keyword search alone is not sufficient, you need also
methods to identify the „unknown unknowns“
News analysis (in general RSS-feeds) via mergeflow
Example:
connection graph of
companies that are
mentioned in the
same news.
Other views:
tag clouds,
similar news,
geographical, peopl
e, technologies,
and others
The mergeflow tool
collects all specified
RSS-feeds (e.g. news)
or search-feeds from
the whole internet and
offers different views
on it.

The Scouting Platform collects all cooperation
proposals and the corresponding evaluation (Intranet)
Siemens Scouting Platform: an extended, customized version of IdeaNet from Hyve AG
Action item tracing,
Status tracing
Visualization
of target organization
Peer comments
and enrichment
Corporate-wide
transparency
documentation of all
communication with
the target organizations
Filter options
Detailed evaluation
available

Conclusion
Scouting
E-Brokering
Idea Contests
Agenda

Examples
 Computational Fluid Dynamics
(E, H, I, IC, CT)
 Siemens Production System(E, H, I, IC, CT)
 Nondestructive Evaluation (E, H, I, CT)
 Technology Scouting (CT, H, I, E, IC)
Key Figures
 > 1400 technology networks
 > 35.000 members
Corporate Problem Solving: Urgent Request
 Ø 8 Replies / Urgent Request
 Ø 35 minutes for first response
The Siemens-internal knowledge networking platform
TechnoWeb supports open cross-Sector collaboration
# of networks with at least one member of A and BA B
Number of TechnoWeb network with
members from both sectors

Conclusion
• ICT tools are an important enabler of global open innovation.
• The effort of technology scouting in more than 100 technology offering databases is
too high for most SMEs.
• At least publicly funded technology offering databases should offer an open interface,
which could other providers enable to build an aggregated database.
• The vision: just enter what you need and you get a list of the best partners in the world
for your specific needs.
• It is important to achieve the right tool/task-fit.
Most companies do not want to tell the whole world what they are working on, but:
the more you disclose, the better the results.

Contact
Twitter: twitter.com/heisss
Slideshare: www.slideshare.net/heisss
Xing: www.xing.com/profile/Michael_Heiss2
LinkedIn: www.linkedin.com/in/michaelheiss
Flickr: www.flickr.com/photos/michaelheiss
Blog: heisss.wordpress.com
Phone: +43-664-88 55 15 26
Doz. Dr. Michael Heiss
Siemens AG
Corporate Technology
Open Innovation and Scouting

Open Innovation in a B2B market

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