2. Technology Intelligence and Competition
• What is Technology intelligence?
• How we collect intelligence?
• The methods and Tools
• Future Technology (Eng services, Renewable Energy)
• Competitive Advantage
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3. Technology Intelligence
• CIA Definition: Intelligence is knowledge and foreknowledge
of the world around us - the prelude to Presidential decision
and action”
• Technology related knowledge and foreknowledge that is
used for strategic decision making.
• By which, how, when and by whom the Technology meets
markets demands.
• Data, information, to Technology knowledge intelligence is a
challenge.
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4. Technology Intelligence analogy
• The business behaves like an
organism in an ecosystem
• Technical intelligence enables the
organism to sense its environment.
• Respond to increase the probability
of survival.
• Higher business performance
ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
5. The intelligence Function
• To Gain a Competitive Advantage
• The process of ethically collecting, analyzing, and
disseminating accurate, relevant, specific, timely, foresighted
and actionable intelligence regarding the implications of the
business environment, competitors, and the organization itself.
• The Intelligence Process is NOT:
– Industrial Espionage
– Insider trading
– Corporate Spying
– Searching the Web
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6. TI Advantages
• Monitors research and development issues
• Reduces risky decision making
• Reduces Uncertainty
• Broadens awareness of competitive situation
• Identifies business alternatives
• Improves the reliability of business plans
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7. Who is Doing?
• Almost all in some form.
• 90% of Fortune 500 firms in the U.S.
• Chemical and telecommunications firms
• Firms with high R&D expenditures
• Firms that own many patents
• leading innovative product manufacturers
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8. Components of TI
Technology
• Early identification of technologies, intelligence
technological trends and technological source
shocks
• Raising the attention for the threats and Process of
mapping
opportunities of technological development
• Provision of relevant knowledge on Mechanism for
data collection
technology and the evaluation of their
impact on the firm. Tools for
analysis
• Used for decision making Technology and
organizational strategy Strategy
• Exploit future growth opportunities and
avoid risks.
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9. TI Strategic Questions ?
• What is driving competition in the industry segment?
• What are the risks?
• What shall we do concerning the promising emerging
technology, buy (acquisition, license-in) or build (own
competencies) or cooperate (joint venture; joint research
and development with universities/research institutes)?
• How will the industry evolve?
• What actions are competitors likely to take, what are the
options to respond?
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10. Tactical Questions?
• Strategic patent?
• Can we block technical developments for the rival’s
product line by a “tactical” patent?
• Shall we complete our line of offerings by a product
“imitation” of an existing successful competitive product?
• How do we respond to the new regulations at the horizon
in new green protocal concerning our product line?
• What is the best mode to protect our recent innovation
(patents, trade secrets)?
• How do we react after detecting infringement of a patent
which is of “minor” importance for us?
• How do we gain competitive edge with our patents?
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11. Technology Intelligence?
• Covers also market and business information
• Links Technology and corporate strategy
• Links Organizational functions
• Liaison role between various industries for co-evolution.
• Effective on the strategic, tactical and operational level.
• Used for critical decision making in the invention,
innovation and NPI tool gate process
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12. TI Process
• The process consists of gathering, assessing and
communicating technological opportunities and threats.
Identification Selection Assessment Dissemination
Technology
Organizational
Strategy
CXO
R&D and
Marketing
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13. Identification
First step: what information is needed?
Depends, industry, current and future plan
Open Ended
Four principle search modes TRAWL SCAN
• Trawling: making in-house information
explicit, particularly information that is not
known to be there.
• Mining: extracting explicit intelligence
information from internal resources such as TARGET
MINE
libraries and databases.
Directed
• Targeting: focusing on new technologies
outside the company and monitoring their
development. Internal External
• Scanning: keeping abreast of any
unforeseen developments beyond the firm Examples of Search Method
that could have an impact on the business.
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14. Selection Selection
• Narrow your Scope
Method
• Use convergence and Function of the
intelligence
Heterogeneity of
organization frame
of reference
divergence approach
Corporate Time Period of the
• Select based on the
Culture assessment
priority
Resource Uncertainty of the
restriction selection situation
• Use both Technology and Industry specific
market metrics Familiarity Perception of the
importance
technology
development
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15. Source of info
• Internal experts, customers, and suppliers
• Marketplace surveys
• Industry analysts
• Associations
• Observations
• Unpublished documents
• Patents
• Publications
• Search engines
• Industry database
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16. Assessment
• dasdd
Market size
Cost savings
Disruptive Potential
Complexity
Implementation risk
Value
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18. Function of the assessment
Extrapolative Explorative Normative Organizational Individual
information information information Learning Learning
Publication, Patent
frequency analysis
Publication, Patent citation
analysis
S-curve Analysis
Benchmarking studies
Portfolios
Delphi Studies, Expert panel
Technology, Product Road
maps
What if scenario analyses
QFD
SWOT
ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
19. Time Horizon
0- 5 years 10 years 15 years 20 Years 25 Years
Publication, Patent
frequency analysis
Publication, Patent citation
analysis
S-curve Analysis
Benchmarking studies
Portfolios
Delphi Studies, Expert panel
Technology, Product Road
maps
What if scenario analyses
QFD
SWOT
ATOA Scientific Technologies Pvt Ltd | SIBM , III Semester MBA| Technology and Innovation Management
20. The Information Challenge
• Insight from information
• Translating industry insights into action for innovation
and growth.
• The challenge today is how to manage and use the
data for competitive edge.
• Data – info – Knowledge – Competitive advantage
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21. Attributes of TI : DA&4P
• Descriptive:
• what is done (in the firm’s “environment”)
• Anticipative:
• what will be done (in the firm’s “environment”)
• Prospective: what may be done (by the firm);
• Proscriptive: what cannot be done (by the firm);
• Prescriptive: what should be done (by the firm);
• Prohibitive: what must not be done (by the firm).
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22. Technology and Competition
• Technology environment
• Technological process
• Consequences -> Competitive Dynamics
• Technology acquisition vs market deployment
Technology
Competitive Competitive Value
Dynamics Advantage Creation
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23. Technology and Competition
• Changes in Value chain
– New technology
– Automation
– Superior process
• Competitive Rivalry
– Barrier to entry
– Substitution
– Refine the rule of competition
• Environmental trends
– Globalization, Time compression, Integration
• Strategic competitive advantage
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24. TI summary
• Begins with an understanding compnay (culture, IP, competency”) and
the factors that impact the industry and company.
• Focuses on current and future situations, competitors, technologies,
opportunities and threats of complementary and substitutive
technologies and offerings.
• Targets a “Big picture”
• Is basically comparative (SWOT)
• Anticipates your future actions and reactions and actions/trends of
competitors, customers, suppliers, government and society.
• Foundation for Strategic Decision making.
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25. Metamaterial
• Negative
Refraction
• Clocking
• Unusual
properties and
applications
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26. Metamaterial
• Patent
• Vs
• Google
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27. Technology Development
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28. Meta applicaitons
Antennas 19 Distribution of Patents
Antennas
Lens Structures 3
Lens Structures
Cloaking 1
Cloaking
Negative Refractive Index 8
Negative Refractive Index
Fliters 7 Fliters
General 29 General
Waveguides 8 Waveguides
Photonic Crystals 4 Photonic Crystals
Fabrication 7 Fabrication
Radome 5 Radome
High Efficiency Devices 8 High Efficiency Devices
Transmission Line Approach 3 Transmission Line Approach
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29. Technology intelligence
• Technology intelligence definition
• Collecting intelligence
• The methods and Tools
• Competitive Advantage
• Metamaterial example.
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