Living Labs: An ocean of customer-centric methods by Pieter Ballon (ENoLL & iMinds) at the EBN Tools Forum even in London, October 18-19, 2012

1. Living Labs: An
ocean of
customer-centric
methods
Pieter Ballon
iMinds-iLab.o
& ENoLL
Pieter.Ballon@iminds.be
1
Tools Exchange Forum 2012: An Open Space for Collaboration, London 18 Oct 2012

2. iMinds in a nutshell:
Demand driven ICT innovation
1000+ 250+ 700+
Researchers Projects Partners
accross 5 universities with the Industry in the iMinds ecosystem
5&2 35 & 14
Dept’s & iLabs Seeds & Spin-offs
for research and innovation in the IBBT Incubator program

3. Organized in 5 departments and 2 iLabs

4. A Living Lab is..
• a real-life test and experimentation environment where
users and producers co-create innovations
• in a trusted, open ecosystem
• using a validated toolset
4

5. The iLab.o Living Lab

6. The iMinds iLab.o Living Lab Toolbox
WK WK 45, november 2010 WK 46, november 2010 WK 47, november 2010 WK 48, december 2010
07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 01 02 03
Acht TV
Survey
selectie respondenten 1d
Opmaak vragenlijst 2 days
Codering + verzending 2 days
Invullen survey 1 week
Testing
Intake-gesprekken 2 days
Presentatie Rapport Survey+Intake
Testing period 4 days
Focus Groups 2 days
Presentatie Final rapport
Living Lab
Panel Methodology Prototyping & Simulate Your European
Management testing Business Network of
We’ll show you how
We’ll find and to set up a living lab We’ll model a rough Co-design of Living Labs
motivate your test- project – e.g. with idea into a usable collaborative
users LL Analyser and app for daily life and business model on Gateway to 300+
Data Aggregator test it through the fly Living Labs
A toolbox for Importance of validated toolbox! FP7, …
any project type: ICON, Living Lab, CIP,

7. The iLab.o Living Lab Toolbox: User
panels
§ Recruitment, management and surveying of test users
§ Regular representative market reports on all media and ICT usage
§ Specific categories including urban youngsters, elderly,…
7

8. The iLab.o Living Lab Toolbox: User data
dashboards
Currently 6,000+ fully profiled test users
Mobile LL appstore with panel of 20,000+
Innovators can have real-time insight in usage

9. The iLab.o Living Lab Toolbox: Application
Prototyping and Co-design
Tools and methods for rapid application prototyping
and co-design with users and other stakeholders

10. The iLab.o Living Lab Toolbox: Business
Model building and Partnerships
Multi-touch business model consensus-building and simulation
Ready-to-go Partnerships with Cities, SMEs and other LLs

11. Living Lab Toolbox: Worldwide dimension
• ENoLL was launched in 2006 under the Finnish EU
Presidency, grown into a non-profit international
association representing a diverse community of
over 300 ENoLL ‘certified’ Living Labs and 22 core
members involved in EU-wide Living Lab testing
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12. 22 ENoLL Core Members
• iMinds-iLab.o (BE)
• Flemish Living Lab Platform (BE)
• Northern Rural-Urban Living Lab (FI)
• Laurea Living Labs Network (FI)
• HumanTech LivingLab (FI)
• Suuntaamo Tampere Central Region Living Lab (FI)
• Helsinki Living Lab - Forum Virium Helsinki (FI)
• Ways Of Learning for the Future (FR)
• Telecommunication Networks Integrated Services Laboratory (EL)
• Trentino as a Lab (IT)
• Lighting Living Lab (PT)
• i2Cat- Catalonia Digital Lab (ES)
• espaitec Living Lab (ES)
• Bird Living Lab (ES)
• Consorcio Fernando de los Rios Living Lab (ES)
• Botnia Living Lab (SV)
• Manchester Living Lab (UK)
• City Lab Coventry (UK)
• The European Society of Concurrent Enterprising Network (IT)
• Aalto University School of Economics (FI)
• ESADE (ES)
• Finnish Living Lab Network of Universities of Applied Sciences
(FI)
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13. What can you expect from an
accredited Living Lab?
§ Better user adoption and better user results
(adoption, WTP, user behaviour change)
§ Highly innovative crowdsourcing and co-design
solutions
§ Boost in SME and City innovation and business
opportunities

14. More accurate user testing results:
DVB-H project (2007)
§ Pioneer project in Belgium of mobile
television via DVB-H
§ Field Trial and Living Lab for Business
Modelling and User Research
§ App. 100 users
§ 1 year trial (2007 - 2008)
§ Company Partners: Siemens, VRT, Belgacom,
Telenet, Option, Scientific Atlanta
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15. More accurate user testing results: :
DVB-H project (2007)
Mobiele Televisie 1 vraag vs 3 PSAP vragen
Finland, Traditional User Survey Flanders, PSAP method
2006: good potential
50
2007: weak potential
2007: proved to be overestimation
45
40 41% 47% 16,7%
35
30
25
20
15
10
5
0
innovators early adopters early majority late majority laggards
mob tv Finland 1 vraag 1 14 26 47 11
mob tv Vlaanderen 1 vraag 2,3 9,2 35,5 25,8 27,2
mob tv Vl 3 vragen PSAP 0,7 5,4 10,6 43,7 39,7

16. Better adoption: Digital Television in
Flanders (2004)
Living Lab project
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17. DTV Living Lab (2003-2004)
§ 2003: Pioneer LL project of Digital TV in Flanders
§ Partner: Cable operator Telenet (TNT)
§ 300 Households
§ Delay in commercial launch a.o. because of iterative
LL process
§ Now:
§ Market share in Flanders of app. 70%
§ Income from digital subscriptions 340 mio €/y
§ Leading in interactive services (total market 45 mio €/y)
§ Projected growth in line with our forecasts (LL approach
diverging from traditional intention surveys)
17

18. TNT later but much better adoption
18

19. IBBT PSAP segmentation forecast
DTV segmentation forecast
40
35
30
25
20
15
10
5
0
innovators early adopters early majority late majority laggards
DTV 2004 2,3 14,7 35,6 20,9 21,1

20. PSAP segmentation forecast
Q2 2008
2006: 140000 DTV segmentation forecast
Q3 2007
40000 Belgacom Q2 07
+ 100000 Telenet
40
Q3 06
35
1mio
30
(+882000)
25
20
300000
15
10
138000
5
0
innovators early adopters early majority late majority laggards
DTV 2004 2,3 14,7 35,6 20,9 21,1
Q3 05 Q1 06 Q3 07
Timing? ½y 2y ? ?

21. Innovative Crowdsourcing and co-
design: iCity Living Lab (2006)
Opera
Mobile
browser,
Vodafone
Live,
around
2005
around
2005
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22. Innovative Crowdsourcing and co-
design: iCity Living Lab (2006)
Apple
iPhone,
°2007
22

23. Innovative Crowdsourcing and co-
design: iCity Living Lab (2006)
iCity
Living
Lab,
2006
23

24. Now:
Largest
mobile
internet
operator
in
Belgium
24

25. Boost in SME & City innovation: APOLLON – Advanced
Pilots of Living Labs Operating in Networks (2009-2012)
• Only 8% of European SMEs have cross-border activities
• Living Labs provide access to local innovation ecosystems and are federated in ENoLL
• Can we use networks of Living Labs to help SMEs innovate and do business abroad?
Helping SMEs enter new markets through Piloting cross-border Living Lab
Living Labs Networks
Common
Homecare & ILS
Energy Efficiency
methodology
Common ecosystem
approach
Common research
benchmark
eManufacturing
Social Media
Common platform
guidelines
Common integration
framework

26. Boost in SME & City innovation:
APOLLON (2012)
• APOLLON (2012):
Method and Living
Lab service
marketplace for
SMEs and Smart
Cities
• H e l p S M E s t o
adapt to different
usage contexts
• Ensure local buy-in
• The Logica Quby
case

27. APOLLON Results: SME International
Turnover
• Before APOLLON (2008)
• 64% of APOLLON SMEs had 0-5% international turnover
• Top-20% had 45-60% of international turnover
• At the end of APOLLON (2012)
• 27% of APOLLON SMEs had 0-5% international turnover
• Top-20% had 55-70% of international turnover

28. Boost in SME & City participation and business:
APOLLON (2012)
Preferred mode of entry in
International Markets for SMEs

29. Takeaways
§ Living Labs provide an ocean of user-centric and
open innovation tools
§ Importance of varied and validated toolbox
§ Real business impacts and success stories
§ European Network of Living Labs is key gateway
for SMEs and Cities to Living Lab community
29

30. Thank you!
• Find out more…
• www.iminds.be
• www.openlivinglabs.eu
• smartcitiesnetwork.eu
• Pieter.Ballon@iminds.be
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