The tension of design between future scenarios and raw materials
1. The tension of design
between Scenarios and Raw Materials
BMS – CD – New Business – Creative Center
Ralph Schneider
2. Forward Looking Statements
This presentation contains forward-looking statements based on current
assumptions and forecasts made by Bayer Group management.
Various known and unknown risks, uncertainties and other factors could lead
to material differences between the actual future results, financial situation,
development or performance of the company and the estimates given here.
These factors include those discussed in our public reports filed with the
Frankfurt Stock Exchange and with the U.S. Securities and Exchange
Commission (including our Form 20-F). The company assumes no liability
whatsoever to update these forward-looking statements or to conform them to
future events or developments.
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
3. Who is Bayer MaterialScience
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
4. Do You know us ?
Will you know us tomorrow?
Polyurethane Polycabonate Films Sheets
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
5. Bayer MaterialScience at one glance
Employees* 15,100
Sales** € 9.738 billions
R&D investments € 340 millions ***
New products in the past 5 years > 20 %
* Converted to equivalent of full-time staff
** 2008
*** Including R&D projects with customers
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
6. What is Innovation in simple words?
2001 – Space Odyssey
Innovation by pressure to survive
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
7. The evolution model driven by trends
How to see that change is coming?
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
8. The evolution model driven by trends
How to see that change is coming?
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
9. The evolution model driven by trends
How to see that change is coming?
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
10. Seeing what still remains unclear…
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
11. The evolution model driven by trends
How to make an opportunity out of change?
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
12. The evolution model driven by trends
How to make an opportunity out of change?
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
13. The evolution model driven by trends
How to make an opportunity out of change?
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
14. Business Units and New Business:
Partners for innovation
As part of strategic
Corporate Development
New Business develops
/ Future Oriented
/ Outside existing portfolio
• Material /-modification
• Technologies
• Applications
NB – Creative Center
develops
• Scenarios +15 years,
• feasibilities,
• rough business cases
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
15. Challenges for the future
Opportunities for New Business
Society demands
Will we be prepared?
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Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
16. Inventing the future
Listen carefully to the market
Designer, direct link to
• customer needs
• consumer desires and wishes
Society demands
Design – Approach
Technology push Market pull
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
17. Communicate - Connect - Create
Best Practice Approach of Creative Center
Step1
Pictures of the Knowledge projects
future
Open
Innovation
Step 2
Market structure
Network projects
Step 3
Applications
„Closed“ Cooperation
Step 4 Innovation Internal projects
Business Case
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
18. Innovation fits to market
Scenarios
Future Living - Scenario 2020
Source: 2004, Bayer MaterialScience AG & Network Partners
Market Needs
e.g. KitchenConcepts - Scenario 2015 e.g. Bathroom - Scenario 2015
Source: 2005, Hettich GmbH, Germany Source: 2004, Grohe AG, Germany
Innovations @ BMS
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center e.g. Easy-to-Clean Coatings
Source: New Business – New Technologies
20. BAYER's focus on Global Challenges:
Longer life expectancy Supply alternative
results in increasing energy feedstocks such
demand for innovative as biofuels to meet the
medicine and therapies increasing energy demand
longer life energy
Ensure sufficient food Reduce greenhouse
supplies while acreage gas emissions while
per capita is decreasing economies are growing
food emissions
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
21. …driven by Trends
Roadmaps into the future
Climate Change Healthcare Revolution
Globalization
Accelerating Technologies shortage of fossil resources Artificial Intelligence
Urbanization
energy efficient systems
Light & Optics Green Buildings Future Logistics Robotics
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
22. Design
Network
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
23. One example
Design
Network
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
25. Why focus on CargoPacks
CargoPacks
Degree of Innovation
Logistic Containers
High
Processes and
Transport vehicles and
Packaging
Infrastructure
Warehousing
and freight
handling
Low
Recycling
Low High
Potential for material based Solutions
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
26. Future Logistics Process Steps
Future Living 2020 People in Motion Award
E/E Automotive 2015
Trend Future Construction
Reports Storygroups
Future Picture of the
Future
Expert
Workshop
Storyg
CargoPacks
roups
2020
Market Feasibility Study Robust
Zukunftsbuch
Transponders
Future Bizz
M-Lab Study RFID Group
CargoPacks
Koffer Design Award CargoPacks
Customer Foldable
container Scout for feasibility Studies in three areas:
• Autonomous transportation
• Intelligent packaging for consumer added service
• Individualized standards
Feasibilities
Scouting field Robotics
Business Care Robot
Customer
projects
2006 2007 2008 2009
Design related
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
27. Future Living 2020
Project Results
Polycenters Oligocenters
• Regional principle • Megacities
• Zones of growth • Growth
versus
• Subsidy of families • Concentration
• Self-confidence • Unequal distribution
• Healthy living • Aging population
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
28. Various mega trends will impact logistics
Urbanization - Megacities
Aging society
Globalization
Climate Change
Limited Energy resources
Ubiquitous Computing and robots
Quelle: Arup, Dongtan Eco-City
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
29. The logistics of the future is
framed by two major factors
Degree of process digitalization
www.ottogroup.com
Degree of Mobility
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
30. Expert Workshop -
Picture of the Future „Logistics 2020“
efficient towards economy and environment
carbon footprint index of products is unique
selling proposition
individualized products and delivery services
CargoPacks become high-tech business:
– Autonomous transport systems, self-organizing
logistic- und transportation networks, integrated
communication technologies
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
31. Ideation Project Categories
CARGO PACKS 2020
The Last Mile
Sustainablity
Intelligent Solutions
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
32. Future customer needs?
Storygroups
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
37. Needs and Company-Fit analysis
Analysis:
Consumer needs
application solution
system modules
material needs
BMS opportunities
and USPs
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
39. Our diversified toolset
Methodology and partner for shaping the future
Supporting Tool Target group Method
Market & Explore with Ideation Project
consumer VisionWorks Award
needs
Universities
Expected
Material Concepts /
Transform with Diploma thesis /
properties &
development Young Target projects
targets Professionals
Performance Material libraries /
Commercialize with Feasibility studies
Catalogue
Product portfolio &
Innovators Technology push
projects
processing Designer & Engineer
technologies
sampleBOX
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
41. Perspective matters
About Design
Classical Design vs. DesignThinking
Design will become an ambient profession
like the others
Form follows Service - Service follows Experience
About our surrounding
The lack of Resources will drive us constantly
Quick and dirty vs. Slow and precise!
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center
42. Thank You for Your attention!
For further questions:
Ralph.Schneider@bayerbms.com
+49 214 30 24380
www.SampleExplorer.com
Ralph Schneider, Innovation Manager @
BMS – CD – New Business – Creative Center