from visions to products madrid, may 28th,2009 foltin.pdfscience for a better life materialscience...

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.


Do you know us?Yes you do!


Our role in the value chain: raw materials & semi finished products


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


New materials inspire …


Visionary prototypes are possibilities …

… to show, what is possible !!!


Yesterday … today …

… tomorrow?


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


Today … …. tomorrow

?

?


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


We live in a dynamic world …

Welcome to the future !

Crisis

OpportunityDanger

How?

What?

When?

Where?

Who?


Global Megatrends

Demographic

ChangeGlobalization

Urbanization

Global Warming

Energy Shortage

Health Care Revolution

Interface Man -Machine

Miniaturization

Microstructures

New Technologies


Market ApproachScenario Future Living 2020:

Future Living 2020 Network - Project


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


RELEVANT MAJOR CHANGES AND TRENDSThe basis for developping a picture of the future

Urbanization – Eco cities are under developmentSource: Arup – Peter Head


Open Innovation Approach

Complementary community

Knowledge projects

Living environment

Continuity

Setting standards


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


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“


Milieugroups 2020 > Storygroupsone example


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


Results

• over 80 design studies• 20 % are claimed• 4 direct development at the partners

life

shell logistics

hygiene


Silver Business Generation – Life“Somna“ sleeping shuttle

Silver Business GenerationHeiko AupperleHS Pforzheim Design

emotional and functional sleeping object, covering: haptic, acoustic, olfactory and airflow


Living Environment 2020

Step 3

Applications

Step 1

Szenario

Step 2

Market Needs

Step 4

Feasibilities

BayKommMarch 2009Discussion with experts


“Somna“ sleeping capsule – fit to BMS

Analysis:

Consumer needs

application solution

system modules

material needs

BMS opportunitiesand USPs

Silver Business GenerationHeiko AupperleHS Pforzheim Design


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


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“


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


Success factor - interdisciplinary teamwork Change culture – on a fast track

2006

2007

12/ 2007

2008Global Team


Creative Center – Global hubs

EMEA

Korea

Three Continental Hubs – One Team for each topic

Japan

Taiwan

PittsburghPittsburgh

EMEA EMEAEMEA


Thank You for Your attention!

For further questions:

[email protected]

+49 214 30 53052

from visions to products madrid, may 28th,2009 foltin.pdfscience for a better life materialscience...

Documents