1. FITT (Fostering Interregional Exchange in ICT Technology Transfer)

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

9. Living Labs @ IBBT - iLab.o … … opportunity identification 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 Shaping Potential Identification / BM / Introduction Opportunity identification

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

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

13. Living Labs @ IBBT - iLab.o … … Mobile Television (Maduf): potential detection 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?