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The New Environment for Tech Commercialization

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The New Environment for Tech Commercialization. Kathleen Allen Ph.D. ... Bringing New Technology to Market. Patent Portfolio Management. Feasibility Analysis Skills ... – PowerPoint PPT presentation

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Title: The New Environment for Tech Commercialization


1
The New Environment for Tech Commercialization
  • Kathleen Allen Ph.D.

2
Technology Commercialization
  • What is it?
  • Why do we do it?
  • How can you make it work for you?

3
Technological Change
4
Todays Technology Environment
  • Key Factors

5
The Importance of Speed
  • Competitive advantage
  • More profit potential from shortened time to
    market
  • Fewer surprises

6
The Lack of Scarcity
  • Knowledge products at the core of technology
    environment
  • KP defy the law of scarcity
  • No diminishing returns
  • Network efforts and economy of scale

7
The New Product Dilemma
  • Build new products
  • Better
  • Faster
  • Cheaper

8
Types of Technology
9
The Starting Point Defining Innovation
  • Invention v. innovation
  • Sustaining v. disruptive innovation (aka
    incremental v. radical)

10
Characteristics of Disruptive Technology
  • Less profitable in the early years
  • Need mass market acceptance to achieve full value
  • Cheaper, smaller, simpler, more convenient
  • Display poor performance

11
Disruptive Technologies Looking for a Problem
12
Primary Disruptive Technologies for Next Decade
  • Gene Therapy
  • Nanotechnology
  • Wireless

13
Why are Disruptive Technologies Important?
14
Stats on the Best Product Development
Companies Research of R.G. Cooper
  • 49.2 of sales from new products
  • 49.2 of profits from new products
  • 3.5 ideas before achieving one winner
  • ROI on successful new products is 96.9
  • Payback in 2.49 years
  • Average market share 47.3

15
3DP Tapping the Power of a Core Technology
16
3DP
17
Why does the 3DP Process Create Opportunities?
18
Why does it create opportunities?
  • Produces disequilibrium in the market value
    created from 3DP greater than cost of resources
    to make
  • It is a disruptive technology with a relatively
    short life
  • Opportunities large enough to compensate for
    opportunity cost, risk premium, liquidity premium

19
Why do concepts fail?
No Pain
20
Not Understanding the Customer
21
No compelling story
22
Whats the Compelling Story?
  • Why you?
  • Why now?
  • How do you plan to change the world? AKA How
    do you heal the pain?

23
The Technology Commercialization Process
24
Bringing New Technology to Market
Patent Portfolio Management
Discovery
Invention Disclosure
Provisional Patent Decision
Technical Feasibility
Market Feasibility
Concept Investigation
Feasibility Analysis Skills
Commercialization Decision
License Start-up Acquisition
Market Launch
Prototype/ Application Development
Independent Prototype Builder
25
RD Relationships- Managing Risk F. Peter Boer
(1999) The Valuation of Technology
Certainty
Opportunity
Finding Screening Ideas
Conceptual Research
Feasibility
Development
Early Commercialization
Cost
Diversification
26
Summary
  • What is it? Tech commercialization is a parallel
    process of radical and incremental innovation,
    the determination of technical and business
    feasibility, the creation of intellectual assets,
    and the development of a plan to enter the
    market.
  • Why do it? To build a sustainable company

27
  • E-Teams for Commercialization Success
  • Marshall School of Business
  • School of Engineering
  • Keck School of Medicine

28
E-Teams
VR Systems
Engineering-IMSC
  • Feasibility Analysis
  • Market
  • Technology
  • Financial

Business - MBA
29
Technology Teams Fall 2001 16 E-Teams
Smithsonian Presentation
Virtual Visit -BioMed. Jennifer Sullivan Katlyn
Cho Hyoung Lim
G-Ceptors-Caltech Julie-Ann Pina Melanie Corcoran
VR Systems David Groves Greg Walbridge Sung Hoon
Hong
VR Systems - IMSC David Groves Greg
Walbridge Sung Hoon Hong
CCG-NASA Gary Hersch
Microwave Bonding-Caltech John Fischer John
Heckert
Yima-IMSC Karen Corwin Didi Yao
30
www.usc.edu/techalliance
31
Kathleen Allen Ph.D.
  • kallen_at_marshall.usc.edu
  • www.usc.edu/techalliance
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