Creating New Business. In a Large Company. Dr. Lee Ng. Business Director. New Business Creation
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1 In a Large Company Business Director New Business Creation Agilent Technologies, Inc Steven s Creek Blvd, Santa Clara, CA lee_ng@agilent.com lee_ng@alum.mit.edu Page 1
2 Outline Agilent Creating the Future of Measurement Framework for Open Innovation Case Studies Summary Q&A Page 2
3 Agilent Market Focus A $44 Billion Measurement Market Electronic Measurement Communications Aerospace/Defense General purpose Bio-Analytical Measurement Bio-Analytical Measurement Life science Chemical analysis Materials science Agilent Laboratories Measurement Research Lab (MRL) Molecular Technology Lab (MTL) New Business Creation (NBC) Page 3
4 Agilent Laboratories Represents 7% of Agilent s overall R&D Locations: U.S., Europe, Asia Breadth of scientific disciplines Connected to leading external research organizations Beijing, China Santa Clara, California Leuven, Belgium South Queensferry, Scotland Page 4
5 Creating the Future of Measurement Global drivers and mega trends New measurement needs Opportunities for contribution and profitable growth Innovative solutions Agilent s measurement leadership Page 5
6 System s View of Business Model Opportunity Technology Product Value Proposition Company Distribution Strategy $ $ $ Bu$iness $ $ $ Financial Model Market Problem Buyer $ Budget Source: Onset Ventures Page 6
7 Framework for Open Innovation Business & Technology, Externally Focused Internal External Agilent Existing & Emerging Core Technology Acquisitions Venture Partnerships Technology & Cross-Business Leverage Assumption Testing Value Proposition Rapid Prototyping Incubation External Partnerships Market/Customer Validation Domain Knowledge Customer Trials Public Funding New Agilent Businesses Current Agilent Businesses Other Addressable Markets Spin-Out, Divest Technology Base NBC Value-Add Business Opportunity Page 7
8 Open Innovation Case Studies Modified VC Approach - Deferred Options Technology Collaboration - Seek government grants - Co-development with university IP Licensing - Add internal technology - Enter new market Internal Incubation - Enter new markets with internal technology development * Extend Market for Core Technology - Example of system thinking in the business process Page 8
9 Case Study 1: Using Options Investing to understand product and market risk in new market Customers Problems: Most companies create a new business by expanding market, customers or technology. Technology Market Expanding on all three axes is very high risk. Conventional VC equity investment does not create enough insight. Agreement on technology collaboration alone does not assure the return on technology investment and tends to slow time to market. Page 9
10 Results: Defer risk by locking in options early Solution: Structure deal as a deferred option at pre-agreed valuation and milestones. Involve internal technical team to speed product development. Involve business team to understand market and validate product. Page 10
11 Case Study 2: Nucleic Acid Synthesis Leverage internal innovation and external acquisition for new market DNA Microarrays Two-Step Chemistry New to Agilent RNA Synthesis Internal External LC-MS DARPA $ s University of Colorado SynPro (now (acquisition) NASD) Current Agilent LC-MS Applications Other Addressable Markets Technology Base NBC Value-Add Business Opportunity Page 11
12 Result: New Market in Growing Class of Therapeutics From molecules that form basic structure of DNA and RNA Venture capitalists and pharma invested $2B in RNA-based therapeutics in past 5 years Nucleic Acid Solutions Division manufactures high-quality molecules Agilent s competitive advantages: Manufacturing capability scaled to market needs Production and analytical expertise Labs proprietary RNA synthesis chemistry Page 12
13 Case Study 3: Nanoscale Measurements - Internal innovation and acquisition to enter microscopy market - IP licensing and internal development to enter spectroscopy market Internal External Disruptive Technology Network Analyzer UV-VIS Spectrophotometer Consultant w/ IP Molecular Imaging (Acq.) (NMD) New Agilent NanoParticle Sizing Current Agilent AFM Other Addressable Markets Technology Base NBC Value-Add Business Opportunity Page 13
14 Result: New Player in Nano-measurement Nanotechnology tools are expected to grow at 11% CAGR to $1.1B in 2011 (Lux) AFM is the primary nanotech tool today Particle sizing market is growing Agilent 5400 AFM sales of particle-sizing instruments $150M - Build on mature, robust 8453 UV-visible spectrophotometer platform - Superior performance through SW and measurement science innovations - Build portfolio of particle-analysis products through acquisition 8453A UV-Vis Spectrophotometer Page 14
15 Case Study 4: Traffic Flow Measurement Today s trend in traffic data Embedded Loop: 30 year old technology; installation and replacement costly People watch CCTV and manually input data into a GIS system database. Other sensors: Radar, IR, Laser and Video Tomorrow s automated traffic reporting system Video images for confirmation and event management Digitized real time traffic data flows from CCTV or sensors into a GIS System with no human intervention. Broadcast data to display signs on roads, radio stations, web sites, cell phones, in car GPS systems Page 15
16 Case Study 4: Traffic Data Measurements Internal incubation and field trials to enter traffic sensor market New Agilent Patented Algorithm Wireless Traffic Sensor Traffic Workstation Internal External Asian Manufacturing Prototype Field Trials Current Agilent Other Addressable Markets Technology Base NBC Value-Add Business Opportunity Page 16
17 Result: New Player in Traffic Measurement Converting video into information cost effectively Incubating the business internally at Agilent Labs enables rapid prototyping and testing Early field trials helped define product needs and market opportunity Key learning resulted in a quick transfer to business division. Fast TTM to enter an entirely new market, serving new customers with new technology platform. Agilent s competitive advantages: Reduced Infrastructure costs Scalable solution Page 17
18 Case Study 5: Extend Core Platform System approach to expand core technology into new markets Project Goal Evaluate market for embedded instruments Provide insight on market size and segmentation Recommend optimal product definitions based on market data Implementation Find companies developing applications that incorporate embedded instruments. Conduct interviews to determine technological needs and business environments of leading companies. Value Proposition Provide a measurement core on an OEM basis Enable partner companies to focus on refining their application layer Page 18
19 Understand Requirements and Product Options Derive insights to define opportunity and product options Applications Technological Requirements Agilent Product Options Opportunity Medical Device Pharmaceutical Nanotechnology Chemical / Oil Frequency I/Os - Number - Type Speed Market Opportunity $TBD Food / Grain / Wood Construction Mining Price Sensitivity Module Size SNR Requirements Market Opportunity $TBD Market Opportunity $TBD Security No Agilent Solution Page 19
20 Result: Insights to Guide Technology Investment Target specific applications with specific modules OEM modules with specific performance targets could meet common needs of several industries Agilent could serve these segments cost-effectively with OEM modules re-architected from subsystems of current instruments. Agilent would gain revenue, improve the bottom line and diversify its business by expanding its core technologies to serve other markets. Page 20
21 In Closing Creating a new business is complex. Open innovation brings new opportunities for business growth. A system view is critical in analyzing the problems and opportunities. Thank You! The field of management is about reducing the risk of bad outcomes involving people; the field of engineering is about reducing bad outcomes with technology. But invention is about taking risk that will almost certainly fail in order to find the unlikely breakthrough." Jay Walker Page 21
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