1. www.FITT-for-Innovation.eu Living Labs in ICT FITT (Fostering Interregional Exchange in ICT Technology Transfer)

2. Living Labs  A Living Lab is a method for user-centric innovation by providing the testing facility in a real life user environment, able to feedback all necessary customer experience and make appropriate decisions about the final go to market or even to detect new opportunities. There is also a European Network of Living Labs (ENoLL) setting up a common methodology.  Nature of reusability: Living Labs are widely applicable for all applications in need of wide and truly user feedback, taking into account all stakeholders  Case is mostly generic  Quality/Nature of stakeholders: Mostly B2C, but also possible for B2B  Processes related to case: business model decision, marketing, evaluation

3. Living Labs as a platform for real life testing: opportunity & potential detection 02/07/2009 Prof. Lieven De Marez IBBT-iLab.o

4. IBBT iLab.o?

5. Industry Convergence IncreasedCompetitionIncreasedCompetition Shortened Life Cycles Shortened Only Incremental Innovation Innovation FailingInnovationFailingInnovation Even more Competition Competition Living Lab A Unique Environment to Experiment with Real Innovation, with Users and the Complete Value Network == Why Living Labs? Today’s ICT environment

6. Why Living Labs? Open innovation platforms … to ‘overcome systematic failures’   Many failures ~ failing potential estimation e.g. Mobile Television Finland (2006)  = Being user-centric? Ok … but too fragmented (one shot)

7.   continuous user feedback (through all NPD-stadia) Living Labs @ IBBT - iLab.o … … transcending ‘one shot user feedback approach’ Shaping Potential Identification / BM / Introduction Opportunity identification

8.  ROMAS – i-City Living Lab (wls cities) ca. 600 test users (2007)  Opportunities for mobile city applications? Living Labs @ IBBT - iLab.o … … opportunity identification Focus Groups Alpha’s + (un)familiar 80 ideas Focus Groups Alpha’s + (un)familiar 80 ideas Interest & Requirements Survey (N:450)

9. Focus Groups Alpha’s + (un)familiar 80 ideas Focus Groups Alpha’s + (un)familiar 80 ideas Interest & Requirements Survey (N:450) Profiling - Observation – Diaries – Photo Elicitation - Interviews Development e.g. Mobile News Development e.g. Mobile News Usability Testing Logging & Evaluation Shaping Potential Identification / BM / Introduction Opportunity identification Living Labs @ IBBT - iLab.o … … opportunity identification

10.  Living Lab 2007-8, app. N: 100  Survey (needs) + proxy innovation assessment + diaries + usability + observation + photo-elicitation + focus groups + … Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf)

11. Needs & Wants? Wtp? User profiles? Usage Contexts Rational Emo Prime time classical TV Sleep 12:00 18:00 00:00 Potential for new prime Times Potential new Mobile TV prime times 06:0 0 Rational 19:00 08:00 Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf)

12. 17% Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection

13. Mass Market Potential ? As promising as abroad? No, but … Finland, 1 intention Q 2006: promising potential 2007: overestimation 17% 41% 3 Q 1 Q Flanders, 3 intention Q’s Modest Potential No Mass Market Potential 40% 1 Q Potential in Finland = potential in Flanders?

14.  Digital Television, 2004, n: 1006  Launch DTV in Flanders: Q3 2005 Living Labs @ IBBT - iLab.o … … Digital Television: potential detection Timing? ½ y 2 y? ? Q3 06 138000 300000 +882000 Q3 2007 2006: 140000 40000 Belgacom + 100000 Telenet Q3 05 Q1 06Q3 07

15. Conclusion: Living Labs@IBBT  Believing in user-centric innovation development is one thing …  … actually achieving it is another (> single shot approach) We believe in living labs as ‘ecosystem’ for truly user-centric and more successful innovation development  Continuous & iterative process (3 metaphors) !  Users as the key asset, not technology or devices !  Involving users in their natural environment, on a substantial scale, or for longer period !  Users as equally important co-creators !  Involvement of all stakeholders in the ecosystem !