Training Module # 3:Demand-Pull Technology

Transfer

Lead: Steve Bauer

Welcome!

Objectives

• Introduce Technology Transfer

• Introduce a Formal Model for Technology Transfer

• Introduce Supply Push Tech Transfer

• Explore Demand Pull Technology Transfer in Depth

• Introduce the Role of Technology Transfer Organizations

• Technology Transfer Examples

What IsTechnology Transfer?

• An existing “technology” is brought into an industry-segment and utilized for a new product application

• Technology transfer organizations help to overcome barriers that prevent a manufacturer from transferring a technology through their own efforts or by employing their own resources

• Technology transfer always has a tangible outcome:

“a product”

What Is NotTechnology Transfer?

• Technology Patents and Copyrights– Few patented technologies ever become

part of a marketed product

• Academic Research Publications– Few research publications ever have a

tangible link to a marketed product

What Is Meant by “Technology?”

• A theoretical concept that enables new product development

• Systems or components developed for

products in one market that are incorporated into new products for a new market

Anything from:

To:

How Do Manufacturers Obtain or Develop New Technology?

• Internal R&D with own financial resources• Internal R&D supplemented by SBIR funding• Sub-contracts with other manufacturers or

consultants• Partnerships with Federal Labs and Universities• Incubators (recruit researchers, set up facilities,

provide support staff and finances, etc)

• External technology ‘submissions’

Examples of Technology Transfer Organizations

• Federal Laboratory Consortium• University Technology Transfer Offices• Federal SBIR Programs (NSF, NIH, NIDRR, etc)• Veterans Administration Technology Transfer

Program • RERC on Communication Enhancement “Tech

Watch Program”• Research Triangle Institute• Ontario Rehabilitation Technology Center

Technology Transfer Model: Activities

• theoretical research… • experimental research… • product planning and design, production

engineering… • marketing, distribution, sales, service…• financing…

Technology transfer model must account for a broad range of Activities

Technology TransferModel: Stakeholders

Technology transfer involves many Stakeholders • mathematicians, physicists… • applied scientists, engineers… • business leaders, designers, fabricators,

marketers, salespersons… • service technicians, primary and secondary

consumers…• resource providers…

Technology Transfer Model: Critical Events

A technology transfer model should be punctuated by Critical Events

• Development of a fundamental law or theory… • A radical idea - transforming theory to practice… • The first working prototype… • A new product entry into the marketplace…• Product obsolescence…

T2RERCTechnology Transfer Model

Technology R&DTechnology Consumers

Technology Applications

Technology Producers

Product R&DProduct Producers

Product Commercialization

Product Consumers

“Albert Einstein”

“Sears and Roebucks”

(Lane)

Technology Applications (TA)Technology Producers [TP]

Example: semi-conductor theory (Idea = electronic switches and amplifiers)

Example: theory of computation (Idea = computational device)

Idea for “practical applications”

Mathematicians and physicists, etc

Basic research - theory, concepts, physical laws, etc

“Invisible”

Technology R&D (TRD)Technology Consumers [TC]

Example: first working transistor prototypes developed

Example: first working electronic computer prototypes built

Experimental research, proof-

of-concept

“Visible”

Idea transformed into a working model

Experimental physicists, chemists,

engineers, etc

Product R&D (PRD)Product Producers [PP]

Example: commercial germanium and silicon transistors perfected

Example: commercial electronic computer perfected

“Invisible”

Prototype transformed into finished product

Development - refine prototype, materials, production issues, etc

Engineers, designers, fabricators, etc

Product Commercialization (PC) Product Consumers [PC]

“Visible”

Marketers, distributors, salespersons etc

Example: germanium and silicon transistors available for volume purchase

Example: electronic computers available for commercial purchase

Commercialization – marketing, distribution,

sales, service, etc

Commercial product

Product Maturation and Obsolescence

Product Lifecycle

Innovation and Refinement

Innovation Refinement

•Continuous Improvement•New “State-of-the-Practice”•Slow and Steady•Many People Involved•Interest on Bank Account

•Dramatic Breakthrough•New Theory, …•New “State-of-the-Art”•Episodic•Key Individual(s)•Winning Lottery Ticket

‘Types’ ofTechnology Transfer

• Supply push – technology is developed prior to identifying market needs (for products)

• Demand pull – market needs (for products) are identified prior to seeking a technology solution

Supply Push

Prototype

Product

?

Market 1

Market 2

Market 3

?

?

Product 2

Product 1

Product 3

?

?

?‘Technology’

Supply Push: Success

Prototype

Product

?

businessmen, educators …

businesses, warehouses …

vast general market …

?

?

security systems

laser pointers

CD player

?

?

?

‘laser diode’

Supply Push: Failure• Insufficient market potential• Not feasible to transform technology into product • Good products are already in the marketplace• ‘New technology’ isn’t patented or copyrighted• Worse – ‘new technology’ isn’t patented and infringes on an

existing patent• Technology developer can’t identify manufacturing partner• Technology developer lacks expertise to prepare for and court

manufacturing partner• Insufficient capital• …

• See Training Module #2: Supply Push Technology Transfer

MarketDemand

Prototype

Product

Product

Technology

Demand Pull

Demand Pull Product Development

ProductPrototype

New or ImprovedProduct

Product Development

MarketDemand

$

$$

Example

T2RERC Demand Pull Technology Transfer Program

• Transfer of emerging technologies, R&D capabilities, or design expertise from Technology Developers (Federal Labs, advanced technology manufacturers, and researchers) to Technology Consumers (assistive technology manufacturers).

• Improve the variety, quality and choice of products available to Product Customers (persons with disabilities, caregivers, clinicians, etc) through a Demand Pull technology transfer process.

The T2RERC Demand Pull Technology Transfer Program

• Identify Market Needs• Identify Business Opportunities• Locate Technology Solutions• Overcome Institutional Barriers• Identify Target Manufacturers • Develop Commercialization Packages • Protect Business Interests• Broker Transfer of Technology Solutions

When Can a Technology Be Transferred to a Manufacturer?

• Unmet customer needs• Significant business opportunity• High ‘cost’ for the manufacturer to develop

or obtain the technology solution through their own means

• Product application is consistent with the manufacturer’s product line and business plan

Where Does the Technology Come From?

• Manufacturers inOther Industry Segments

• Federal Laboratories• Research Universities• Independent Inventors

T2RERC: Demand Pull Program

Prototype

Product

(1) Select Industry Segment

(2) Identify User Needs,

Business Opportunities

(3) Validate Technology

Needs

(4) Locate Technology

Solutions

(5) Transfer

Technology Solutions

New or ImprovedProduct

(1) Select Industry Segment• Each year from 1998 – 2000 the T2RERC ran a “Demand Pull

Project”

• Each Project focused on a different industry segment– Manual and power wheelchairs and scooters (inception 10/98)

http://cosmos.buffalo.edu/mobility – Hearing aid and assistive listening systems (inception 10/99)

http://cosmos.buffalo.edu/hearing– Augmentative communication (inception 10/00) http://cosmos.buffalo.edu/

aac

• For each Project the T2RERC had an ‘expert partner’– RERC on Wheeled Mobility; University at Pittsburgh, PA– RERC on Hearing Enhancement; Lexington Center, Queens, NY– RERC on Communication Enhancement; Duke, UB, … (six partners)

(2) Identify Consumer Needs and Business Opportunities

• ‘Expert’ Interviews– 7-10 manufacturers; 7-10 clinical/technical experts– Protecting propriety and confidential information– Securing interest and commitment

• Consumer Panels– Face-to-face groups– On-line groups

• Industry Profile– Market size, segmentation, etc – Market analysis, business opportunities, etc– Manufacturers, product lines, resources, contact information, etc– Laws, regulations, reimbursement, distribution, etc– Trade shows, conferences, industry associations, etc

(3) ValidateTechnology Needs

• Select Technology Focus (Foci)– Significant and unmet consumer needs– Significant market opportunities– High cost for manufacturers to develop through their own means

• White Papers– Markets, business opportunities, ‘state-of-the-practice’

• Stakeholder Forum– Representative participation…– White papers provide background information– Moderated discussion, comprehensive script prepared– Accessible…– Benefits… Example

(4) LocateTechnology Solutions

• Problem Statements– summary, business opportunity, technology specification, contact information, 2

pages or less...

• Web Site– problem statement + background marketing and technical information, project

description, online proposal submission form…

• Passive Dissemination– Broad, low percentage of response, find unanticipated technology solutions, ‘shotgun

approach’…– E.g. brochures, newsletters, NASA Tech Briefs, FLC Locator Service, university

technology transfer offices…

• Active Solicitation– Narrow, high percentage of response, find anticipated technology solutions, ‘laser

approach’…– E.g. advanced technology manufacturer, specific scientist or research center…

Dissemination

NASA TECHNICAL BRIEFS:Readers Forum

Example

(5) Broker Transfer of Technology Solutions

• Screen technology proposals• Develop commercialization packages for

promising proposals• Develop marketing strategy• Contact targeted manufacturers• Confirm manufacturer interest• Facilitate negotiations• Complete transfer… Example

Research Opportunities• Evaluate effectiveness of passive dissemination channels

– Channel: NASA Tech Briefs, FLC Locator Service, University Technology Transfer Offices, …

– Metrics: web site ‘hits’ generated, quality proposals received, number of technologies transferred, percent of technologies transferred, …

• Evaluate richness of technology sources– Source: Federal labs, advanced technology manufacturers, universities,

independent inventors, …– Metrics: Quality proposals received, number of technologies transferred from

source, percent of technologies transferred from source

• Program evaluation– Case studies– Establish best practices– Timeframes, loading, efficiency, effectiveness, …

Loading Diagram:Demand Pull Project on Wheeled Mobility

Prototype

Product

Select Industry Segment

2%

49% 34%

10% 5%

Identify User Needs,

Business Opportunities

Identify Technology

Needs

Locate Technology

Solutions

Transfer Technology

Solutions

Keys to Success• Build your network

– Manufacturers, researchers, funding, engineers, fabricators… people

• Build and maintain your reputation– Honest, responsive, good quality…

• Ability to provide services– Focus groups, market research, design, fabrication…

• Knowledgeable and experienced team– Industrial, marketing, business, engineering, research

• Use consultants– Technical, business, marketing, design, fabrication… professionalism

• Put yourself in your clients shoes… – Identify benefits - why should ‘they’ want to work with you…– Identify barriers - why should ‘they’ not want to work with you…

• Maintain a presence…• Always provide benefits…• Go over, under, around, or through barriers…

Questions?

Thank You!