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Living Labs in ICT FITT (Fostering Interregional Exchange in ICT Technology Transfer) www.FITT-for-Innovation.eu 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 Living Labs as a platform for real life testing: opportunity & potential detection 02/07/2009 Prof. Lieven De Marez IBBT-iLab.o IBBT iLab.o? Why Living Labs? Today’s ICT environment Industry Convergence Increased Competition Failing Innovation Only Incremental Innovation Living Lab = Even more Competition Shortened Life Cycles A Unique Environment to Experiment with Real Innovation, with Users and the Complete Value Network 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) Living Labs @ IBBT - iLab.o … … transcending ‘one shot user feedback approach’ continuous user feedback (through all NPD-stadia) Opportunity identification Shaping Potential Identification / BM / Introduction Living Labs @ IBBT - iLab.o … … opportunity identification ROMAS – i-City Living Lab (wls cities) ca. 600 test users (2007) Opportunities for mobile city applications? Focus Groups Alpha’s + (un)familiar 80 ideas Interest & Requirements Survey (N:450) Living Labs @ IBBT - iLab.o … … opportunity identification Opportunity identification Shaping Potential Identification / BM / Introduction Focus Groups Alpha’s + (un)familiar 80 ideas Interest & Requirements Survey (N:450) Profiling - Observation – Diaries – Photo Elicitation Interviews Development e.g. Mobile News Usability Testing Logging & Evaluation Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf) 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) Needs & Wants? Wtp? Usage Contexts 12:00 Potential for Potential new Mobile TV new prime prime times Times 08:00 Emo 18:00 06:0 0 Sleep Emo 19:00 Prime time classical TV 00:00 User profiles? Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection Mobiele TV Vlaanderen (2007, N: 575) 50 45 40 35 30 17% 25 20 15 10 5 0 Mobiele TV Vlaanderen innovators early adopters early majority late majority laggards 0,7 5,4 10,6 43,7 39,7 Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection Mass Market Potential ? As promising as abroad? No, but … Finland, 1 intention Q Flanders, 3 intention Q’s 2006: promising potential Modest Potential 2007: overestimation No Mass Market Potential Mobiele TV Vlaanderen (2007, N: 575) 50 41% 45 40 35 17% 40% 3Q 1Q 30 1Q 25 20 15 10 5 0 Mobiele TV Vlaanderen innovators early adopters early majority late majority laggards 0,7 5,4 10,6 43,7 39,7 Potential in Finland = potential in Flanders? Living Labs @ IBBT - iLab.o … … Digital Television: potential detection Digital Television, 2004, n: 1006 Launch DTV in Flanders: Q3 2005 DTV segmentation forecast 2006: 140000 Q3 2007 40000 Belgacom 40 + 100000 Telenet Q3 06 35 30 +882000 25 20 300000 138000 15 10 5 0 DTV 2004 Q3 05 Timing? innovators early adopters early majority late majority laggards 2,3 14,7 35,6 20,9 21,1 Q1 06 ½y Q3 07 2y ? ? 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 !