Marketing at DESY Building Bridges from Science to Market Christian Mennrich HEPTech Workshop on Marketing Sofia,

Christian Mennrich | HEPTech Workshop Sofia | | Page 2 PETRA IIIFLASH CFEL  New High Brilliance X-ray Sources  Research Labs/ Inhouse  Application Labs DESY Home of Brilliant Light Sources

Christian Mennrich | HEPTech Workshop Sofia | | Page 3 DESY Facts and Figures > Part of the Helmholtz Association > Sites: 2 (Hamburg & Zeuthen) > Budget: 320 million Euros → (210 M€ Basic & 110 M€ Projects) > Staff: ~ 2300, thereof 860 Scientists in Accelerator Operation, R&D > Guest Scientists: ~600/year > plus Scientific Users: ~2900/year → total ~ 3500/year from over 45 nations

Christian Mennrich | HEPTech Workshop Sofia | | Page 4 DESY Technology Transfer - Building Bridges from Science to Market > Protection and marketing of DESY‘s Intellectual Property (IP) > Active marketing of patents, licenses, technologies and services > Inviting companies to share the benefits of DESY‘s research and actively help develop products > Access to scientific and technological developments for a wider group of users > Possibility for users to make further developments, new applications and new products based on development and research at DESY > Service for industry TT

Christian Mennrich | HEPTech Workshop Sofia | | Page 5 Identified target audiences > Suppliers R&D Partners  From simple components to high-tech developments > Customers Utilisation Partners  License Contracts (Patents and Know- How)  Use of infrastructure (plus optional service)  Range of other Services  Spin-Offs that sell products

Christian Mennrich | HEPTech Workshop Sofia | | Page 6 Marketing of beamtime > Industrial measurements using synchrotron radiation, e.g. in the fields of Life Science, nanotechnology, medical technology Helmholtz Validation Fund „MTCA.4 for industry“ > Development of new electronic components for the new standard MicroTCA > Validation into industry Distribution of DESY Technologies > Example: Clamping device for sample holders Licensing (Know-how, Patents) Examples of utilisation

Christian Mennrich | HEPTech Workshop Sofia | | Page 7 Industrial access > Direct and fast access to the beamlines > No scientific peer review required > Access on a cost basis > Maximum of 5% of the user time > All inquiries can be treated confidentially > Three types of contract for industrial access:  Feasibility studies  Short-term contracts  Long-term cooperations  Optional: Preparation and execution of measurements & specific data evaluation

Christian Mennrich | HEPTech Workshop Sofia | | Page 8 Advantages of licencing Licencing at DESY > Normally non-exclusive licence [only in special cases exclusive licence]  DESY does not depend on one supplier! > Licence free of charge to other research centres:  No barriers in research! DESY never sells its patents! > All rights of the invention always remain at DESY. > With a licence the companies get the right to produce and to sell and distribute for a limited period.

Christian Mennrich | HEPTech Workshop Sofia | | Page 9 Example HVF Project: “MTCA.4 for Industry” > Goal is commercialisation…  … of a measurement and control system based on the electronic standard MTCA.4 in different fields of industry and research institutes > Realisation at DESY (duration 2 years)  Further developments of existing modules as well as completion of the product portfolio  Funding: 4 Mio. € (half by Helmholtz, half DESY & companies)  Industrial cooperation partners: 12 companies > Benefits for DESY and the companies  More and intensive cooperation between DESY and industry  Higher visibility of DESY in industry, international research (FAIR, ESS, ITER) and society  Increase of licence agreements and revenues

Christian Mennrich | HEPTech Workshop Sofia | | Page 10 Marketing – Trying to Explain the Application of Science

Christian Mennrich | HEPTech Workshop Sofia | | Page 11 Example website Current website : Draft of new website

Christian Mennrich | HEPTech Workshop Sofia | | Page 12 Example website “Industrial Users”

Christian Mennrich | HEPTech Workshop Sofia | | Page 13 Industrial Exhibition at the Photon Science User Meeting 2014

Christian Mennrich | HEPTech Workshop Sofia | | Page 14 Conclusions > RIs crucial for development and commercialisation of high-tech products > Need to raise awareness for potential (in companies and in own RI) > Information & education about available techniques > Meet customer needs > Communication between research community, facilities and industry is of utmost importance: KAM, Fairs, Events, Mailings, Visits, … > Professional service group offers guidance & product definition  Speak the right language in the right context  Personal Contact

Christian Mennrich | HEPTech Workshop Sofia | | Page 15 Thank you!... And I welcome your Questions! Christian Mennrich Tel.: