from visions to products madrid, may 28th,2009 foltin.pdfscience for a better life materialscience...
Post on 29-Apr-2018
220 Views
Preview:
TRANSCRIPT
Science For A Better Life
MaterialScience
From Visions to ProductsMadrid, May 28th,2009
Corporate Development - New BusinessCreative Center
Eckard Foltin
CD - New Business • Creative Center - Eckard Foltin • Slide 2
Disclaimer
This presentation contains forward-looking statements based on current assumptions and forecasts made by Bayer Group management. Various known and unknown risks, uncertainties and other factors could lead to material differences between the actual future results, financial situation, development or performance of the company and the estimates given here. These factors include those discussed in our public reports filed with the Frankfurt Stock Exchange and with the U.S. Securities and Exchange Commission (including our Form 20-F). The company assumes no liability whatsoever to update these forward-looking statements or to conform them to future events or developments.
CD - New Business • Creative Center - Eckard Foltin • Slide 4
Our role in the value chain: raw materials & semi finished products
CD - New Business • Creative Center - Eckard Foltin • Slide 5
Other < 2 %(e.g. Medical Engineering, Health Care, Mining, Animal Tags)13 %
Furniture / Wood17 %
Electrical /Electronics
16 %
Construction14 %
Automotive18 %
Chemical industry8 %
Bayer MaterialScience:A broad range of Customers
Industries < 5 %(Sports & Leisure,Packaging, Home, Garden, Textiles & Clothing, Mechanical and Plant) 14 %
Solutions with plastics
CD - New Business • Creative Center - Eckard Foltin • Slide 7
Visionary prototypes are possibilities …
… to show, what is possible !!!
CD - New Business • Creative Center - Eckard Foltin • Slide 9
Scenarios describe pictures of the future
PrognosisSingle point projection Take „Status Quo“ as givenTry to create certaintyConceal risks
PrognosisSingle point projection Take „Status Quo“ as givenTry to create certaintyConceal risks
GBN, Jonathan Star
Prognosis are not sufficient due to complexity
of future development
ScenariosAre logical pictures of different futuresEnhance flexibility & capability to reactConsider complexity and incertitudepresent chances & potential of successPoint out risks
ScenariosAre logical pictures of different futuresEnhance flexibility & capability to reactConsider complexity and incertitudepresent chances & potential of successPoint out risks
pictures of the future
paths into the future
Only scenarios are able to:solve complexity by consistent pictures of the future provide basis for strategic decisions
CD - New Business • Creative Center - Eckard Foltin • Slide 11
Hear the grass growing
Target of scenarios:
Generate different consistent future pictures in a long term time frame ( ~ 15 years)
Identify driving forces for the development of each picture of the future
Create a market picture with relationship to the scenario picture
Identify new application fields and technology developments regarding the future pictures.
Create implications for development targets
CD - New Business • Creative Center - Eckard Foltin • Slide 12
We live in a dynamic world …
Welcome to the future !
Crisis
OpportunityDanger
How?
What?
When?
Where?
Who?
CD - New Business • Creative Center - Eckard Foltin • Slide 13
Global Megatrends
Demographic
ChangeGlobalization
Urbanization
Global Warming
Energy Shortage
Health Care Revolution
Interface Man -Machine
Miniaturization
Microstructures
New Technologies
CD - New Business • Creative Center - Eckard Foltin • Slide 14
Market ApproachScenario Future Living 2020:
Future Living 2020 Network - Project
CD - New Business • Creative Center - Eckard Foltin • Slide 15
Two different future scopes
PolycenterOligocenter
Regional economic centers• co-existing under regulated competition• with original character• cultural autonomy and individuality• existing middle class
Concentration of• power• life• economic activity• fragmented society
CD - New Business • Creative Center - Eckard Foltin • Slide 16
RELEVANT MAJOR CHANGES AND TRENDSThe basis for developping a picture of the future
Urbanization – Eco cities are under developmentSource: Arup – Peter Head
CD - New Business • Creative Center - Eckard Foltin • Slide 17
Open Innovation Approach
Complementary community
Knowledge projects
Living environment
Continuity
Setting standards
CD - New Business • Creative Center - Eckard Foltin • Slide 18
Target groups in the societytoday - tomorrow
FutureBizz target groups2020
changes
Sinus Milieu groups2007
Oberschicht/ Obere Mittelschicht
MittlereMittelschicht
UntereMittelschicht/ Unterschicht
SozialeLage
Grund-orientierung
BModernisierung I
(Konsum-Hedonismus und Postmaterialismus)
ATraditionelle Werte
(Pflichterfüllung, Ordnung)
CModernisierung II
(Patchworking, Virtualisierung)
Sinus B3Konsum-Materialisten
11%
Sinus A 23Traditionsverwurzelte
15%
Sinus B2Bürgerliche Mitte
16%
Sinus B12Postmaterielle
10%
Sinus C2Experimentalisten
7%
Sinus BC3Hedonisten
11%
Sinus A12Konservative
5%
Sinus B1Etablierte
10%
Sinus C2Moderne
Performer 8%
SinusAB2
DDRNostalgische
6%
Oberschicht/ Obere Mittelschicht
MittlereMittelschicht
UntereMittelschicht/ Unterschicht
SozialeLage
Grund-orientierung
BModernisierung I
(Konsum-Hedonismus und Postmaterialismus)
ATraditionelle Werte
(Pflichterfüllung, Ordnung)
CModernisierung II
(Patchworking, Virtualisierung)
Sinus B3Konsum-Materialisten
11%
Sinus A 23Traditionsverwurzelte
15%
Sinus B2Bürgerliche Mitte
16%
Sinus B12Postmaterielle
10%
Sinus C2Experimentalisten
7%
Sinus BC3Hedonisten
11%
Sinus A12Konservative
5%
Sinus B1Etablierte
10%
Sinus C2Moderne
Performer 8%
SinusAB2
DDRNostalgische
6%
Silver Business Generation
Modern Performer
Workingmiddle class
SingleApartment share
Techie
CD - New Business • Creative Center - Eckard Foltin • Slide 19
FUTURE CUSTOMERS NEEDSFrom milieu studies to the individual customer: The story groups
silvergeneration
traditionalmiddle class
polyworker
relationships ofconvinience
global workerHakan Turhan, 22, Turkish„The techie“
Sören Nordstöm, 72, Swedish„The silver business generation“
Jaqueline Meyerhoff, 40, German„The working middle class“
Arantxa Delporte, 50, Portuguese„The modern performer“
Natasha Sharapova, 38, Russian„The single appartment share“
„Story Groups“
CD - New Business • Creative Center - Eckard Foltin • Slide 20
Milieugroups 2020 > Storygroupsone example
CD - New Business • Creative Center - Eckard Foltin • Slide 21
14 professors80 studentsruntime: 12 weeks
Connect Creativity –interdisciplinary Network project
TU Braunschweig Architecture
HS Pforzheim
Modern Perform
er
Working m
iddle-class
Silver Business G
eneration
FH Köln Architecture
Innen-architekturHS Ostwestfalen-Lippe
IndustrialDesign
DesignFH Coburg
KunstTU Dortmund Art
Techie
Single flat-share comm
unity
Silver Business G
eneration
InteriorDesign
Product-design
IndustrialDesign
HS Halle/Burg Giebichenstein
Holistic picture of the living environment of the story group
CD - New Business • Creative Center - Eckard Foltin • Slide 22
Results
• over 80 design studies• 20 % are claimed• 4 direct development at the partners
life
shell logistics
hygiene
CD - New Business • Creative Center - Eckard Foltin • Slide 23
Silver Business Generation – Life“Somna“ sleeping shuttle
Silver Business GenerationHeiko AupperleHS Pforzheim Design
emotional and functional sleeping object, covering: haptic, acoustic, olfactory and airflow
CD - New Business • Creative Center - Eckard Foltin • Slide 24
Living Environment 2020
Step 3
Applications
Step 1
Szenario
Step 2
Market Needs
Step 4
Feasibilities
BayKommMarch 2009Discussion with experts
CD - New Business • Creative Center - Eckard Foltin • Slide 25
“Somna“ sleeping capsule – fit to BMS
Analysis:
Consumer needs
application solution
system modules
material needs
BMS opportunitiesand USPs
Silver Business GenerationHeiko AupperleHS Pforzheim Design
CD - New Business • Creative Center - Eckard Foltin • Slide 26
Living - today – tomorrow
Virtual reality
Multifunctional systems
Quality
Intelligent membrane system
Autonomous cleaning solutions
Anti-bacterial surfaces
Soft skin & self healing
Energy efficient daylight simulation
Up coming needs
CD - New Business • Creative Center - Eckard Foltin • Slide 27
From trends to products
Trend
Needs
Solutions
New applicationNew application
Visionary Prototyping
New application
Develop future scenarios
Develop future scenarios
Understand future markets
Understand future markets
Identify customer´s
needs
Identify customer´s
needs
Create business model
Create business model
Future
Market
Customer
Business
„Market Pull“
CD - New Business • Creative Center - Eckard Foltin • Slide 28
Path into the future
Accelerating TechnologiesClimate Change shortage of fossil resources energy efficient systems
Globalization Urbanization
Healthcare RevolutionArtificial Intelligence
Light & Optics Green Buildings Future Logistics Robotics
Enabling Technologies with impact on materials
CD - New Business • Creative Center - Eckard Foltin • Slide 29
Success factor - interdisciplinary teamwork Change culture – on a fast track
2006
2007
12/ 2007
2008Global Team
CD - New Business • Creative Center - Eckard Foltin • Slide 30
Creative Center – Global hubs
EMEA
Korea
Three Continental Hubs – One Team for each topic
Japan
Taiwan
PittsburghPittsburgh
EMEA EMEAEMEA
top related