Nanomaterials Commercialization. Mike Harris Georgia Tech Research Institute

Transcription

1 Nanomaterials Commercialization Mike Harris Georgia Tech Research Institute 1

2 Outline Introduction Definition of Nanomaterials Factors that Influence Commercialization Differences Between Product and Materials Commercialization Time to Commercialize Nanomaterial Case Study GTRI Experience and Capabilities Summary 2

3 Ecstasy ENTHUSIASM Despair Customer likes it! It works! Sounds great We need help New Business Enthusiasm Curve Yes it is! Cost are too high It s not proprietary I have an idea The field trial worked! It works! We have a fix! Failures in field trials It doesn t always New costs look great We don t have enough resources No, he loves it! They need all sizes The boss hates the project We have an order! The market estimate was wrong They like it! We will make it Deliveries are late Costs are and orders!!! better! and inventory and approvals We have all the sizes! Several failures reported Installation problem We need documentation Documentation done! Source: V.K. Jolly, Commercializing New Technologies, Harvard Business School Press, Boston, MA 1997, p20. 3

4 Introduction Commercialization is the stage in material development where the decision is made to order full-scale production Nanomaterials encompasses a wide range of materials including: nanocrystalline materials (nanocrystalline cellulose) nanocomposites nanoparticles carbon nanotubes quantum dots (semiconductors whose electronic characteristics are closely related to the size and shape of the individual crystal) The common link - structural features on the nanoscale. Nanomaterials exhibit different physical, chemical, electrical and magnetic properties than conventional materials by virtue of their structure 4

5 Market need Factors That Influence the Decision to Commercialize Is there someone who will buy your material or product? Material or product maturity Can you make it day-in and day-out? Uniqueness Does it have special properties that make it desirable? Production capacity Can you make enough material to satisfy demand when launched? Competing materials or products Are there other materials on the market that are as good or better? 5

6 More Factors That Influence the Decision to Commercialize Competing companies Are there competing companies with similar products? Corporate brand Are you viewed as the brand name company? First to market Will you be first to market and possibly garner long-term market share? Cost to produce Are you going to make a profit? 6

7 Main Differences Between Product Innovation and Technology Commercialization Characteristic Product Technology 1. Object to be commercialized 2. Start of commercialization 3. Stakeholders to whom to demonstrate value Singular Design Product Conception (1-5 years) Customers as end-users Multifaceted capability As soon as potentially valuable (10-20 years) Many, whose interests evolve with the technology 4. Nature of demand Final for the segment target Derived from products made possible 5. Competition Other products for the same function 6. Marketing challenge Exploiting unique selling proposition of finished product Other technologies for the same function Exploiting whatever the technology can achieve at any point in time 7. Timing End-user market opportunity Time line of competing inventors, adopters 8. Opportunity for value creation and appropriation Revenue from selling products competitively Sales and collateral benefits over life of technology Source: V.K. Jolly, Commercializing New Technologies, Harvard Business School Press, Boston, MA 1997, pxvi. 7

8 What Is Different When Commercializing a Nanomaterial? Unknown applications Unknown market demand Concern that pilot line results will not be duplicated on production machines Unknown value to the user Unknown profit margin 8

9 How Do You Know When It Is Time To Commercialize? Process is mature Properties are well-documented and are unique Nanomaterials can be made reproducibly Increasing demand for the material Materials can be sold for a profit 9

10 A Case Study In Commercializing a Nanomaterial Nanomaterial - Carbon nanotubes Molecular-scale tubes of graphitic carbon Among the stiffest and strongest fibers known Remarkable electronic properties Academic and industrial interest Commercial applications Slow to develop primarily because of the high production costs of the best quality nanotubes Current interest is a direct consequence the discovery in 1985 that carbon could form stable, ordered structures other than graphite and diamond 10

11 Nanomaterial Commercialization Process for Thomas Swan Four years of development with the University of Cambridge Production began in April 2004 at pilot facility Initial materials were high-purity carbon nanotubes Produced using a fully scalable Chemical Vapor Deposition (CVD) process, developed in collaboration with the University of Cambridge Growth as a result of close collaboration with key customers and the University of Oxford Stable and profitable nanomaterials business Became a leading supplier in the sector Established a brand name Source: 11

12 University Collaboration Research and Development Thomas Swan Commercialization Path Pilot Production Other University Collaboration Customer Input Production Scale UP 12

13 Commercialization Philosophy Harry Swan further commented: "We decided to focus on developing the right grade of material with our customers first and then expand production of this grade as demand increased. The investment in these two new plants is in direct response to increased demand and we are very encouraged to see the market developing in a controlled and sustainable manner. Source: 13

14 Scale Up UK Posted on June 10th, 2010, Thomas Swan & Co. Ltd. today announced a major step forward in its nanotechnology manufacturing capability with the commissioning of a new, state-of-the-art single-wall carbon nanotube plant at its Consett facility in the UK. The new plant which can manufacture 50kg per month of high purity single-wall carbon nanotubes began commercial production in late May. The company has announced that the installation of a second identical plant is planned for the end of 2010 bringing its total capacity up to approximately100kg per month. 14

15 Cost for High Purity Carbon Nanotubes Single Walled Carbon Nanotubes Prices SKU # Single Walled Carbon Nanotubes Prices in grams and kilograms Single Walled Carbon Nanotubes Prices 1g 10g 25g 50g 100g 500g 1kg Single Walled Nanotubes 99wt% Prices SKU 0111 $ 200 $ 2,000 $ 4,875 $ 9,750 $ 19,000 $ 90,000 $ 175,000 OH Functionalized Single Walled Nanotubes 99wt% Prices SKU 0112 $ 250 $ 2,500 $ 6,125 $ 12,250 $ 24,000 $ 117,500 $ 200,

16 Carbon Nanotube Market Projections Revenue (Million US$) Market Revenues for Carbon Nanotubes Market Predicted to be $1.4B in Market for Carbon Nanotubes was $90.8M in 2008 Markets Source: Nanoposts.com 16

17 Carbon Nanotube Growth and Research at GTRI Carbon-based Materials and Device Branch established in 2000 Started growth in 2001 using a horizontal tube furnace Added full-time staff in 2008 Purchased and installed a plasma enhanced chemical vapor deposition (PECVD) tool in 2010 Research focused on maturing applications that use carbon nanotubes Axtron Black Magic Plasma Enhanced Chemical Vapor Deposition 17

18 How GTRI Can Help With Emerging Forest Industry Nanomaterial Opportunities Materials development Advanced deposition and growth processes Refining Extracting Materials testing Properties Life testing Use testing Documentation Prepare datasheets Prepare performance curves Applications Discover potential applications Products Incorporate raw materials into higher end products GTRI is poised to perform tasks that help move emerging forest industry nanomaterials from curiosities to products. 18

19 Summary Commercializing a nanomaterial is much like commercializing any material or product: Perform research and development Use available academic resources Develop the right grade of material with customer involvement Perform pilot production Expand production as demand increases Establish brand recognition 19