Applied Technology and Innovation Management
Heinrich Arnold Michael Erner Peter Möckel Christopher Schläffer Editors Applied Technology and Innovation Management Insights and Experiences from an Industry-Leading Innovation Centre 1 23
Editors Dr. Heinrich Arnold, Dr. Michael Erner, Peter Möckel Deutsche Telekom AG Laboratories Ernst-Reuter-Platz 7 10587 Berlin, Germany Christopher Schläffer Deutsche Telekom AG Landgrabenweg 151 53227 Bonn, Germany Project team/reviewers Dr. Heinrich Arnold, Dr. Michael Erner, Marcus Berlin ISBN 978-3-540-88826-0 e-isbn 978-3-540-88827-7 DOI 10.1007/978-3-540-88827-7 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2009942429 Springer-Verlag Berlin Heidelberg 2010, Corrected printing 2010 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign GmbH, Heidelberg, Germany Illustrations courtesy of Victoria Arnold Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
Applied Technology and Innovation Management v Applied Technology and Innovation Management The Importance of Innovation Management at Deutsche Telekom Technological Uncertainty and Open Innovation...1 Deutsche Telekom Laboratories as a Testbed for Modern Technology and Innovation Management...5 A. Information Acquisition in a World of Knowledge Strategic Foresight...12 Integration of Academic Research into Innovation Projects: The Case of Collaboration with a University Research Institute...25 B. Organizing for Getting the Most out of Openness Implementing Open Innovation to Benefit from External Dynamics of Innovation...36 Partnering for Research and Development within an Open Innovation Framework...48 Business (Lead) Customer Involvement in the Innovation Process...59 C. Early Stage Market Research and Innovation Marketing Tools for User-Driven Innovation at Deutsche Telekom Laboratories...72 Options for Customer Integration in the Open Innovation Paradigm at Deutsche Telekom...89 Segmentation and Evaluation Tools to Project Customer Potential...100 D. The Early Stages of New Product Development Cross-over Application of Enterprise Architecture and Modularization in Telco R&D...116 Enterprise Architecture in Innovation Implementation...132 Managing Technology Push and Market Pull within Pre-Product Development...145 Design Research in University-Industry Collaborative Innovation: Experiences and Perspectives...157 E. Transfer of Results and Exploitation Transferring Technology Innovations to Operating Business Units...168 The Project Value Tracking Process at Deutsche Telekom Laboratories...180 Venturing for Commercialization of R&D Results...191 List of authors...203 Index...217
vi List of abbreviations AAA ACA ASG B2B B2C BGU BMBF BMWi CAPEX CBC CEA CEO CET DRL DVD DVDR DTAG EA EBITDA EICT etom ICT IMTV IP IPR IPS IPTV IT ITIL KPI MAPS Authentication, Authorization, Accounting Adaptive Conjoint Analysis Automatic Signature Generation Business-to-Business Business-to-customer Ben-Gurion University Bundesministerium für Bildung und Forschung (Federal Ministry of Education and Research) Bundesministerium für Wirtschaft (Federal Ministry of Economics and Technology) Capital Expenditure Choice-Based Conjoint Cross-over application for Enterprise Architecture Chief Executive Officer Customer Evaluation Tool Design Research Lab Digital Versatile Disk Digital Versatile Disk Recorder Deutsche Telekom AG Enterprise Application Earnings before Interest, Taxes, Depreciation and Amortization European Center for Information and Communication Technologies enhanced Telecom Operations Map Information and Communication Technology Interactive Mobile TV Internet Protocol Intellectual Property Rights Intrusion Protection System Internet Protocol Television Information Technology Information Technology Infrastructure Library Key Performance Indicator Matching Analysis, Projection and Synthesis
List of abbreviations vii NGN NPD NPV NSP OEM OPEX PBX PDA P&I PPP PSN PVT R&D ROI SBU SDP SME SMS SOA TOGAF UI VCR VDSL VHS VoIP WWW Next Generation Network New Product Development Net Present Value Network Service Provider Original Equipment Manufacturer Operational Expenditures Private Branch Exchange Personal Digital Assistant Product and Innovation Public-Private Partnership Personal Social Network Project Value Tracking Research and Development Return on Investment Strategic Business Unit Service Delivery Platform Small and Medium Enterprise Short Message Service Service-Oriented Architecture The Open Group Architecture Framework University and Industry Video Cassette Recorder Very High Speed Digital Subscriber Line Video Home System Voice over Internet Protocol World Wide Web