20090409 friday food ilabo
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IBBT iLab.oThe Living Lab hub in Flanders
Mark De Colvenaer,
IBBT-iLab.o, Belgium
01/04/2009
ICT Challenge
Profiling IntelligentContent
Management
LocationBased
Services
Privacy Security Payment
Applications Applications Applications Applications Applications Applications Applications
City Services Platform
Services
Living Lab - Definition
Proeftuinen voor testgebruikers zijn testomgevingen, waarin bedrijven nieuwe innovatieve technologieën, producten en diensten kunnen toetsen binnen een groep van individuen, die als testers worden ingezet in hun eigen leef- en werkomgeving.
De primaire doelstelling van proeftuinen is het versnellen en afstemmen van de valorisatie van innovatieve producten en diensten, wat impliciet de ontwikkeling van nieuwe markten met zich meebrengt.
Definitie IWT – maart 2008
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The Living Lab Context
Action Spacefor Living Labs
User Involvement
EnthusiastsEarly Adopters(Visionaries)
MainstreamUsers
Public & Privateresearch funding Seed Money
Venture Capital
Industry
BanksPre-Commercial Gap*
Chasm**
* MacDonald and Associates, 2004 ** Geoffrey A Moore: Crossing the Chasm, 1999
FundamentalResearch
AppliedResearch
DemonstrationPiloting
Service& Product
DevelopmentMarket
Living Labs:
User-driven open innovation involving all relevant players
of the value network
Business-Citizens-GovernmentPartnerships
Early Majority(Pragmatics)
Action Spacefor Living Labs
User Involvement
EnthusiastsEarly Adopters(Visionaries)
MainstreamUsers
Public & Privateresearch funding Seed Money
Venture Capital
Industry
BanksPre-Commercial Gap*
Chasm**
* MacDonald and Associates, 2004 ** Geoffrey A Moore: Crossing the Chasm, 1999
FundamentalResearch
AppliedResearch
DemonstrationPiloting
Service& Product
DevelopmentMarketFundamental
ResearchApplied
ResearchDemonstration
Piloting
Service& Product
DevelopmentMarket
Living Labs:
User-driven open innovation involving all relevant players
of the value network
Business-Citizens-GovernmentPartnerships
Early Majority(Pragmatics)
Interactive television
First pilot of interactive television in Flanders
300 households 2 year project 1 year trial : 2003-2004 Partner: Telenet
= predictieve validering?
DTV segmentation forecast
0
5
10
15
20
25
30
35
40
DTV 2004 2,3 14,7 35,6 20,9 21,1
innovators early adopters early majority late majority laggards
Timing? ½ y 2 y
Q3 05 Q1 06 Q3 07
? ?
Q3 06
Q2 07
138000
300000
1mio
(+882000)
Q3 20072006: 14000040000 Belgacom + 100000 Telenet
Methoden met roots in Diffusietheorie:
PSAP: concreet. Bv. DTV (2004)
Q2 2008
E-paper
World’s first development of an electronic newspaper
200 users 2 year project Trial of 2 months : March - May 2006 Partners: iRex, Belgacom, De Tijd,..
IBBT groups & Living Lab projects - Mobile television
First trial of mobile television via DVB-H in Belgium
App. 100 users 2 year project 1 year trial : September 2007 - May
2008 Partners: VRT, Siemens, Telenet,
Belgacom, Option,…
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When? Viewing pattern
PotentialExperts Trial
Heavy viewers (2) > 20 usage moments during the two week test period Medium viewers (13) 10-20 usage moments
Light viewers (15) < 10 usage moments
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Where? At home, on the road, time killing …
PotentialExperts Trial
According to the experts … In the trial …
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Mass Market Potential ? As promising as abroad? No
PotentialExperts Trial
Mobiele TV Vlaanderen (2007, N: 575)
0
5
10
15
20
25
30
35
40
45
50
Mobiele TV Vlaanderen 0,7 5,4 10,6 43,7 39,7
innovators early adopters early majority late majority laggards
17%
Living Lab Activities
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INN EA EM LM LAGG
& NVOD 0,6 6,2 44,7 31,8 17,8
& VOD 2,3 14,7 35,6 20,9 26,3
0
5
10
15
20
25
30
35
40
45
50
iLab.o – What we offer ?
Panel management User Database Selection & Recruitment Logging & Monitoring
Strategy & Policy Development Methodologies Tools Gateway to Europe
iLab.o - Digimeter
“Vinger aan de pols” inzake Media & ICT bezit en gebruik
≠ klassiek éénmalig onderzoek : 2x/jaar 800 2x/jaar rapport omtrent ‘bezit & gebruik’ media & ICT in
Vlaanderen Recruteringsbasis voor proeftuinonderzoek
iLab.o - Jupcam
A support tool for user oriented research in a Living Lab setting
Focus on supporting research activities, not on project management (> myIBBT)
iLab.o - Work in progress
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