Title: University of Southern California
1 Accessing NASA Technology Innovation
- Ken Dozier
- NASA Far West RTTC
- 10/23/02
2Organization History
Since 1967, USC has been developing Primary
Market Research for NASA in the area of
Technology Transfer.
- 1967 NIAC Started
- 1976 Subsidized Information Searches
- 1982 Information Services Expanded, RISS
Launched - 1984 Affiliate Network Starts
- 1991 Affiliate Network Expands
- 1992 USC Selected as RTTC
- 1994 Wins TRP Award
- 1997 ETTC Formed
Mid-West
Northeast
Far West
Mid-Atlantic
Southeast
Mid - Continent
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3The Future
When the Rate of Change Outside is Greater Than
the Rate of Change Inside, The End Is In Sight
Jack Welch, Chairmen General Electric
4Velocity
According to Silicon Valley CEOs, 60 of the
high-tech items they manufacture today did not
exist 10 months ago
Lon Hatamiya, Secretary - California Trade and
Commerce Agency
Startups are now expected to go public within
6-18 months after venture investment
Donna Jensen, Founder and CEO of startups.com
5The Future
Man will never reach the moon, regardless of all
future scientific advances
Lee De Forest, Radio Pioneer, 1957
6What is Knowledge ?
Truth
Knowledge
Belief
Universal
Social
Personal
No Debate
Converge on debate
Diverge on debate
Effect
Cause
Cause
10 Philosophical Mistakes (Adler 85)
71st Perspective
- Knowledge is a New Kind of Asset
- The foundation of industrialized economy is
shifting from natural resources to intellectual
assets (Hansen 99) (Davis 98) - Knowledge assets are viewed as factors of
production that may be more important than
traditional resources of capital, labor and land.
(Davis 98) - Converging technologies and rapid innovations can
transform markets Overnight . Administrative
systems no longer provide the underpinnings of
value creation. (Teece 98) - Reward goes to those who are good a sensing and
seizing opportunities. Dynamic capabilities are
most likely to be resident in firms that are
highly entrepreneurial. (Teece 98)
8Global Competition
- 3 Finland
- 4 Luxembourg
- 5 Netherlands
- 6 Hong Kong
- 7 Ireland
- 8 Sweden
- 9 Canada
- 10 Switzerland
Source The world Competitiveness Yearbook IMD
International
9Industry Clusters (ERI/McGraw Hill,Americas
Clusters,1996)
10The Evolution of Industry
(ERI/McGraw Hill,Americas Clusters,1996)
11Clusters
Gus Koehler, USC
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12Clusters
Gus Koehler, USC
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13Clusters
Gus Koehler, USC
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14Clusters
Gus Koehler, USC
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152nd Perspective
- Entrepreneurship Super Normal Wealth Creator
- Business Environments Have Become
Hypercompetitive because of the High Magnitude
and Velocity of Interfirm Rivalries (DAveni,
94) - Innovations in Products, Services, Business
Processes, and Organizational Designs are
Creating Dramatic Discontinuities in Product-
Market Spaces and Disrupting the Traditional
Approaches to Competitive Strategies and Business
Conduct (Christensen, 97) - In the Short Run, Entrepreneurial Firms Reaps
Supernormal Returns (Create Wealth) as
Established Incumbents and Rivals Seek to
Understand the Competitive Disruptions in their
Market Space.(Christensen 97) - Thus Competition Occurs in the Form of a Series
of Market Disruption Moves by New Entrants or
Entrepreneurial Firms and Efforts by Incumbents
and Rivals to Shape Their Response Actions (Young
et al 96)
16Make Sell vs Sense Respond
Federal Agencies, SBIR Mission Based, Linear
(push) Universities Curiosity Based, emerging,
(push)
Chabol (large companies) hierarchy, products
based, (push)
Venture Niche markets, public trading (pull)
Incubators and Science Parks created to bridge
gap between development and commercialization
Chart Source Corporate Information Systems,
Applegate
17Lottery-Ticket Stocks
Stocks Bull market peak Close 10.11.02 Percentage Decline
Vitesse Semiconductor 106.13 0.81 -99
UAL (United Airlines) 98.00 1.73 -98
Charter Communications 26.31 1.05 -96
Calpine 56.99 2.49 -96
Sun Microsystems 64.31 2.77 -96
Flemings 37.30 4.15 -89
ATT Wireless 35.25 4.06 -88
AMR(American Airlines) 43.75 3.70 -92
Six Flags 40.25 3.30 -92
Charles Schwab 50.17 8.85 -82
Source Bloomberg News as quoted in the LA Times
10.13.02
18Licensing Wealth
Developers
Drivers
- Gates Microsoft Xerox
- Jobs Apple Xerox
- Clark SGI ES, Stanford
- Clark Netscape University of Illinois
19Market RedefinitionRadical Change
Seven Organizational Change Propositions,
Venkatraman 1994
20RTTC FocusDiscovery
Zmud 2001
213rd Perspective
- Entrepreneurial Firms Represent a New Online
Community - Network computing, supported by advanced
communications infrastructure, can facilitate
collaborative entrepreneuralism (Teece 98) - Successful business models set themselves apart
in their communication design leading to a
deconstruction of traditional value chains and
the emergence of value Webs. (Lechner 01) - The most critical factor for a venture business
success is how to implement and commercialize
lab-based technology/knowledge/ideas into actual
products and/or services (Sung 01) - Entrepreneurial firms use knowledge to reshape
clusters of assets in distinctive and unique
combinations to serve ever changing customer
needs. (Teece 98) - The key sources of wealth creation at the dawn of
the new millennium will lie with new enterprise
formation. (Teece 98)
22Online Community
Community Set of Agents MediumAgents user
groupsMedium Internet
Subscribers
Netiquette
Self Organized
Non-Commercial Culture
Communities - Business Models and System
Architectures The Blueprint of MP3.com, Napster
and Gnutella Revisited, Lechner
23Components of a Medium
Knowledge
Intention
Communities - Business Models and System
Architectures The Blueprint of MP3.com, Napster
and Gnutella Revisited, Lechner
24Evidence from Practice
- Secondary Market Research as practiced by expert
communities may be not be producing market
knowledge fast enough or broad enough for modern
high velocity markets - Market analysis of existing markets was not
encouraging - A KMS that uses IT to gather primary market
information rapidly, facilitates the complex
transformation between basic research (IP) and
commercialization (Wealth) - Online research for potential markets has changed
the lens - MOB/WOB community is rich with profitable SMEs
25Market Research Repository
You can sort or filter you selection
Each technology list the available primary
marker research we have done.
26Docket Example
MULTI-CHANNEL SPATIALIZATION SYSTEM FOR AUDIO
SIGNALSU.S. patent 5,438,623 (August 1,
1995) PROBLEM ADDRESSED separation of auditory
inputs by simulation of different source
locations TECHNICAL APPROACH (1) use of
synthetic auditory head related transfer
function (HRTF) to simulate different virtual
spatial source locations for up to five
auditory signals (2) analog-to-digital
conversion for noise-free processing with HRTF,
and subsequent digital-to-analog conversion for
presentation of modified signals to right and
left ears POTENTIAL APPLICATIONS
teleconferencing, aeronautical communications,
virtual reality video games, command and
control BENEFITS (1) binaural hearing
advantages substantial improvement (6-8 dB)in
signal to noise faster reaction times, less
listening fatigue, increased perception and
immersion (2) less expensive than general
purpose 3D audio displays (3) customizable (4)
user-friendly, not requiring computer interface
27Gather Competitive Intelligence
- By using the CAP Tools, you can collect industry
feedback and potential commercial applications.
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28 The Radar
29CAP Tools (Explicit)
In the CAP, say you need to build a Technology
Status Report.
Clicking on the link, brings up more information
about what is a Technology Status Report (TSR),
including an example.
Clicking on the details button reveals more
information about the TSR.
30Market Wanted Innovations
- Real time
- General Solution (360 sphere)
- Low Cost
- Head Orientation Sensitive
- Set Top Box
- Sound Card Add in
- Listener Location Independence
31MOB/WOB Firm
- Breakaway
- On going profitable south central MOB IT Service
Business - Strong Private and Public Network
- No Products
- Strong business relationship with Microsoft
- Far West
- Assisted with Business Plan
- We located Physicist
- Located Chip Designers
- MOU in process with Taiwan partner for chip
fabrication - Assisting with SBIR and STTR to ensure dual use
- Prepared mathematical demonstration of algorithm
32Leveraging Existing Network
Breakaway will take lead on SBIR Phase I and
Phase II (hopefully) Far West RTTC will
support USC School of Engineering will support
STTR work. Large Chip manufacturer is monitoring
process Large Set Top Box manufacturer is
monitoring process VC is monitoring
process Investment Bank is monitoring process DoD
is monitoring process Time to Market 24 to 36
months
33Assessing Your Technology
CIO Magazine June 2002
After-Technology (Customer Facing)
Industry Adoption of Technology
Before Technology (Non-Customer Facing)
CEO Not Involved
CEO Involved
Executives Approach to Technology
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