Science For A Better Life

Transcription

1 Science For A Better Life Efficient management of branch specific innovation and technologies Malta, March 24th, 2009 Manfred Rink Page 1

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3 Bayer MaterialScience with unique track record in Innovation PUR Otto Bayer The inventor of Polyurethanes: Dr. Otto Bayer Properties: Two component elastic and thermoset materials (flexible foams, elastic fibres, elastomers rigid foams) Break-through applications: 1950 s flexible foams 1970 s the first all plastic car with many PUR parts 1990 s CFC free rigid foam insulation CAS Kuno Wagner The inventor of aliphatic PUR Coatings: Dr. Kuno Wagner Properties: excellent weatherability, durability, gloss, efficiency in application Break-through applications: 1960 s PUR coatings for large vehicles and aircrafts 1970 s First automotive PUR clearcoat 1990 s Water borne dispersions and UV cure PCS Hermann Schnell The inventor of Polycarbonates: Dr. Hermann Schnell Properties: crystal-clear transparency, high temperature resistance and toughness Break-through applications: 1960 s food and water packaging & electrical insulation 1980 s the first Compact Disc (CD) 1990 s Head lamps and Automotive glazing Page 3

4 Bayer MaterialScience: Facts and figures 2007 Production sites approx. 30 Employees ~ 15,400* Sales ~ EUR 10.4 billion Volume of sales ~ 9.7 million tons R&D investments ~ EUR 333 million ** * ** Status , full time equivalents Including developments with customers Page 4

5 Bayer MaterialScience: Sales in 2007 by business units Inorganic Basic Chemicals Others 1% Thermoplastic Polyurethanes Coatings, Adhesives, Specialties 15% 2% 4% EUR 10.4 billion 51% Polyurethanes Polycarbonates 27% Page 5

6 Innovation Examples from Bayer MaterialScience Artwalk Decorative flooring Multitec Short Fiber Spraying Cost-effective and fast pursonic Music from the wall Desmopan Films for flexible solar modules Makrolon Automotive glazing Waterborne 2-pack PU coatings Makrofol Film for smart ID cards Makrolon for the roof of the Olympic stadium Smart surfaces in the Rinspeed concept car TPU surfaces for snowboards lightfast and attractive Page 6

7 Market driven innovations Developing new applications for existing products: Water-based polyurethane dispersions for high-quality cosmetics and medical products Raw materials for cosmetics and medical products Developing new business units to support growth Carbon nanotubes for improving material properties and product performance Carbon nanotubes Developing new technologies based on our materials know-how Functional films = film plus an extra function making the support material conductive, illuminable or storable and so revolutionizing everyday products Functional films Page 7

8 Bayer MaterialScience: Sales in 2007 by customer industry* Chemical industry 8% Automotive 18 % Industries < 5 % (Sports & Leisure, Packaging, Home, Garden, Textiles & Clothing, Mechanical and Plant) 14 % EUR 10.4 billion Other < 2 % (e.g. Medical Engineering, Health Care, Mining, Animal Tags) 13 % Furniture / Wood 17 % Electrical / Electronics 16 % Construction 14 % * continuing business Page 8

9 Bayer MaterialScience at the Value Chain Global Market Material Parts Systems Product Tier 2 Tier 1 OEM Sheet Page 9

10 From Market to Business Global Market Parts Systems Product Plastic Tier 2 Tier 1 OEM Missing Link Page 10

11 How to predict the future? Volume Page 11

12 Future needs expertise Volume Daily Use Sports & Leisure Page 12

13 What will generate the sales of tomorrow? The customers of tomorrow! Global Trends Technology push Market pull Page 13

14 The Global Megatrends Growing population - Changing societal demographics Globalization - Urbanization Climate Change global warming Energy fossil resources - shortage The Healthcare Revolution Accelerating Technology Changes - dynamic market change [source: PlasticsEurope] Page 14

15 Growing Population Changing Societal Demographics Today there are just under seven billion people on the planet. By 2030 there will be over eight billion and by 2050 the figure will be between nine and twelve billion. How are we going to feed such a large number of people and, even more pressingly, where is the fresh water they need going to come from? How are we going to meet their energy needs? In 2006, nearly 500 million people worldwide were 65 or older. By 2030 the total is projected to double to one billion one in every eight people on the planet. [source: PlasticsEurope] Page 15

16 Globalization - Urbanization Globalization, if pursued fairly and ethically, could pull a billion people out of abject poverty, lead to improved living conditions in the developing world, and stimulate global economic growth. Globalization will lead to increased transportation of goods and increased travel.* Urbanization: The global proportion of urban population rose dramatically from 13% (220 million) in 1900, to 29% (732 million) in 1950, to 49% (3.2 billion) in The same report projected that the figure is likely to rise to 60% (4.9 billion) by 2030.** *[source: PlasticsEurope] Page 16 ** source: Wikipedia

17 Climate Change Global Warming Energy Shortage Fossil Resources Climate change is going to wreak havoc all over the world as the weather becomes more extreme. Urgent and decisive action must be taken if humankind is to escape weather so bad that civilization itself is threatened. At some point between today and 2030 oil extraction will have peaked and oil fuel for transportation will have become increasingly uneconomic. It is credibly forecast that the world s energy needs are going to double over the next twenty-five years. [source: PlasticsEurope] Page 17

18 The Healthcare Revolution There will be a revolution in healthcare which will dramatically extend human life spans. A child born in 2030 will have a life expectancy of 130 years and, long before they reach old age they will be offered rejuvenation treatments to maintain their biological age at thirty or forty years old, no matter what their chronological age. [source: PlasticsEurope] Page 18

19 Accelerating Technology Changes Dynamic Market Change The speed of technological development is accelerating exponentially and, for this reason, by the year 2030 it will seem as if a whole century s worth of progress has taken place in the first three decades of the 21st century. [source: PlasticsEurope] Page 19

20 Bayer AG: Growing World Population is Main Driver Longer life expectancy results in increasing demand for innovative medicine and therapies longer life Supply alternative energy feedstocks such as biofuels to meet the increasing energy demand energy Ensure sufficient food supplies while acreage per capita is decreasing food Reduce greenhouse gas emissions while economies are growing emissions Page 20

21 The Bayer Group: Facts and figures* HealthCare 326 subsidiaries CropScience MaterialScience R&D expenditures EUR 2.6 bn 106,200 employees* Sales in 2007: EUR 32.4 billion * ** Status: December Number of employees in full-time equivalents. Page 21

22 Bayer MaterialScience: Systematic Approach from Global Trends to Business Global Trends Bayer BMS Innovation New Business Business Units Nanotechnology Sustainable Chemistry Mobility Sport & Leisure Future Logistics Future Security Robotics Cosmetics, Medical Enabling Technologies Longer Life Motion Longer Life Human Care Catalysis Biobased Energy Sports Nano technology Medical/COSMETICS Functional Films PUR CAS Green Buildings Light & Optics Design Network Materials Energy Emissions Regional Scouting Light & Optics Glazing PCS Application today Page 22

23 4 steps for future oriented business ideas Step 1 future scenarios Open Innovation Step 2 future market Step 3 value generation Step 4 value capture New Material Properties Business Closed Innovation Page 23

24 Probability and activity stage Probability Low Medium High Search Seed Prototyping α testing β-testing Revenue Feasibility Studies Lab Development Selected Customer Co-operations Piloting Broad Sampling Start of Production Established Business (Post Launch Projects) Customer Business Units New Business Page 24

25 Market is fragmented into different branches Global Market Parts Systems Product Plastic Tier 2 Tier 1 OEM Page 25

26 Each Branch has its own Characteristics (Material supplier point of view) Automotive Business/companies: Product cycle time: Value chain: Global medium relative simple Construction Business/companies: Product cycle time: Value chain: Local long term very complex Electro & Electronic Business/companies: Product cycle time: Value chain: Global short term complex Page 26

27 Material Supplier at the Value Chain Automotive and Electro & Electronic Global Market Granulates Parts Systems Product or fluids Material Tier 2 Tier 1 OEM Lighthouse Page 27

28 Material Supplier at the Value Chain Construction Part/ Wholesale Developer Global Market System Trader Architect Material Building companies Investors Lighthouse Page 28

29 BMS and Automotive Industry Today's Business BMS-Organization Lighthouse Projects Key Account Management Rinspeed Exasis Platform AutoCreative Hyundai i-mode Page 29

30 BMS and Electro & Electronic Industry Today's Business BMS-Organization Lighthouse Projects Key Account Management Bree hand bag Platform Page 30

31 BMS and Construction Industry Today's Business BMS-Organization Lighthouse Projects Key Account Management Platform Construction Eco Commercial Building India Page 31

32 Safeguard core business - develop new markets scenario technique business plan value chain social competencies leadership/entrepreneur technology competencies strategic competencies economic competencies products methods employees Page 32

33 Conclusion Systematic cross business unit scouting and evaluation of technology- and market trends through separate organization Establishing of new business through early involvement of external and internal partners Innovation in different value chains is a challenge: diverged mentality, adapted approach Open innovation and speed are essential Key factors: Transparent and traceable methodic Committed strategy Right mix of people Stamina Page 33

34 Thank You for Your attention! Contact: Page 34