How do we find new markets for our technology? Where is there likely to be a market fit? Fraunhofer's MarketExplorer platform provides a disciplined approach to answering these questions. Working with the Agile Strategy Lab at Purdue, Fraunhofer IAO is now brining these tools and platforms to the U.S. market.

1. © Fraunhofer IAO, IAT Universität Stuttgart
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Fraunhofer IAO
Fraunhofer Technology Management –
Technologies for Markets – Markets for Technologies
West Lafayette
2017
Fraunhofer

2. © Fraunhofer IAO, IAT Universität Stuttgart
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Fraunhofer
Fraunhofer TechnologyRadar –
Setting the technological course for tomorrow today!

3. © Fraunhofer IAO, IAT Universität Stuttgart
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Why to monitor technologies?...
Foto: otto
Photo: planet-wissen.de
Foto: Kuka
Technology
addition
e.g. welding robots
Photo: ZF
Photo: allelectronics
Photo: Kienzle
Technology
integration
e.g. Adaptive steering
Technology
substitution
e.g. analog vs. digital
photography
Photo: fokus.dehomepages.wmich.edu

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Benefits of Fraunhofer TechnologyRadar
Fraunhofer TechnologyRadar supports a systematic and methodologically
sound identification and evaluation of new technologies in an company-
specific context.
The use of creativity in combination with sophisticated software enhances
the quality of the results significantly.
2008 201020082010 2007 20122012
■ Zinc / Air batteries
■ Low power
displays
■ direct methanol
fuel cells
■ 90%+ PSUs
■ RFID assisted
recycling
■ more regulation
(materials, recycling)
■ CO2
compensation
schemes
■ 80%+ PSUs
■ sugar
powered
batteries
■ bio-degradeable
materials
■ re-useable
materials
■ advanced/silent
cooling
technologies
■ lower power chips
■ DC powered
data centers
■ hybrid/SSD
disks
■ renewable
raw materials
■ better automation of
component separation
■ opto electronics
■ alternatice computer architectures
with specialized processing units
■ light weight
materials
■ bio-derived
materials
■ nanomaterials/
nano-composites
■ smart
packaging
■ triggered
decomposition
■ design
for recycle
■ life-cycle
analysis
■ design for
end-of-life
■ waste heat
utilization
■ on-a-chip
thermoelectric cooling
■ photovoltaics
■ switch-off
adapters
■ thermoelectric
materials
■ jet-impingement
& spray cooling
■ disposable
components
■ formic acid
fuel cells
■ biofuel cells
■ waste material
reuse
■ raw material
reclaim
■ enhanced
air cooling
& heat pipes
■ in-direct
liquid cooling
■ equipment-facility
interfaces
■ heat
spreading
■ thermoelectric
cooling
■ new advanced cooling
technologies (e.g. droplet
atomization and microjets)
■ micro-fans
■ direct liquid
immersion
■ wireless
controls and
sensors
■ liquid heat
pump
Power
Waste & EOL
Cooling & Noise
Processes/
operations
Green IT

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Technology
developments
Technology-trendsRelevant
Technologies
Technology
experts
5. Identification of relevant Technology information
Relevant
Technology fields
Fraunhofer TechnologyRadar – our functional-semantic search approach
1 Photo: mercedes.fans.de 2 Photo: http://www.electronic-data.com 3 Photo: Fraunhofer IMS
+
Photo: Fotolia
Datenbase with access authorisation
Invisible Web
publicly available Datenbase
Visible Web
3. Selection of relevant Databases for smart data
4. Determination of data for Technology research
1. Functional analysis Technology functions
(e.g. - „measure negative acceleration“
- „measure pressure"
- „measure motion profile“, etc.)
User function
(e.g. „release airbag“) !1 1
2
3
Company
+
Company
+
2. Ontology buiding Kendrion(Nebenfunktion(1
Adjektiv (nominalisierts)2Verb Objekt
schnelle Ermittlung der/des Positionsänderung
kontinuierlich Messung Magnetfeldes
sichere/r Analyse
Abfrage Bewegung
Definition Bewegungsprofil.?
Erforschung Bewegungsdaten.?
Untersuchung IST6Bewegung.?
Recherche Körperbewegung.?
Kontrolle Axialbewegung.?
Prüfung Lagebewegung.?
Überprüfung Weg
Beurteilung Translation
Monitoring Verschiebung
Beobachtung Schwung.?
Überwachung Gangprofil
Beaufsichtigung
Erkennung Greifraum
Feststellung Dehnung
Nachweis
Wahrnehmung
…
Beispielmärkte
Magnetfeldmesser
…
Positionsmesser
Kendrion(Nebenfunktion(1
Adjektiv (nominalisierts)2Verb Objekt
schnelle Ermittlung der/des Positionsänderung
kontinuierlich Messung Magnetfeldes
sichere/r Analyse
Abfrage Bewegung
Definition Bewegungsprofil.?
Erforschung Bewegungsdaten.?
Untersuchung IST6Bewegung.?
Recherche Körperbewegung.?
Kontrolle Axialbewegung.?
Prüfung Lagebewegung.?
Überprüfung Weg
Beurteilung Translation
Monitoring Verschiebung
Beobachtung Schwung.?
Überwachung Gangprofil
Beaufsichtigung
Erkennung Greifraum
Feststellung Dehnung
Nachweis
Wahrnehmung
…
Beispielmärkte
Magnetfeldmesser
…
Positionsmesser
Kendrion(Nebenfunktion(1
Adjektiv (nominalisierts)2Verb Objekt
schnelle Ermittlung der/des Positionsänderung
kontinuierlich Messung Magnetfeldes
sichere/r Analyse
Abfrage Bewegung
Definition Bewegungsprofil.?
Erforschung Bewegungsdaten.?
Untersuchung IST6Bewegung.?
Recherche Körperbewegung.?
Kontrolle Axialbewegung.?
Prüfung Lagebewegung.?
Überprüfung Weg
Beurteilung Translation
Monitoring Verschiebung
Beobachtung Schwung.?
Überwachung Gangprofil
Beaufsichtigung
Erkennung Greifraum
Feststellung Dehnung
Nachweis
Wahrnehmung
…
Beispielmärkte
Magnetfeldmesser
…
Positionsmesser

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Fraunhofer TechnologyRadar Use case
Company facts
Industry engine drive equipment for forestry
employees ~ 12 000
revenue ~ 3 bill. Euro
Challenge
„How can we detect bad-quality surfaces in order to prevent corrosion, mis-
functions, etc.?“
Which Technologies can be used for our specific analytics requirements?“
1. Is a chemical element existing on the surface?
2. How much of this element exists on the surface (2-D)?
3. How is the concentration of the element in the sample (3-D)?
burnishing
phosphating
surface oxidation
Approach
Application of the Fraunhofer TechnologyRadar in the
area of surface detection.
Results
Identification of around 100 technologies from which 24 were potentially relevant
and 3 were implemented

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Technology »surface analysis«
1. Objectives
• Which technology-needs does the
company have?
• Which technologies are ready-to-use?
• Which emerging technologies are
existing?
Fraunhofer TechnologyRadar Use case
2. Functional analysis
3. Data collection
4. Data analytics
~100 technologies for surface analysis
24 potential
technologies
3 fitting
technologies
5. Technology assessment
Result

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Fraunhofer MarketExplorer –
Exploring new market opportunities for your assets
Picture: yenibirratirim
Fraunhofer

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Use case Fraunhofer MarketExplorer
New markets for gas cylinder
Company facts
Branche Seamless steel and composite
cylinders
Mitarbeiter ~ 800
Umsatz ~ 40. Mio. Euro
In which markets „deep
drawing“ can be applied?

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http://www.catamaran-phuket.com
www.cng-tank.com
www.feuerwehr-lienen.de www.grillerforum.de
…
Use Case Fraunhofer MarketExplorer
New markets for gas cylinder

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Use case Fraunhofer MarketExplorer
New markets for gas cylinder
picture: http://www.thomasnet.com
Store
Gas
Functional analysis
Store
matter
34 Functions
Transmission of
power
generate
Buoyancy
Pipe
fluid
…
Results
160 potential markets identified
Vessels for Process
industry
Buoyance tanks forwave powerplant
oil-Pipelines
Bridge piers
18 interessting markets
…
2 attractive Markets

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Company facts
Branche Seamless steel and composite
cylinders
Mitarbeiter ~ 800
Umsatz ~ 40. Mio. Euro
In which markets „deep
drawing“ can be applied?
ResearchLandscaping – Find the expert hubs
Fraunhofer

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Aim of ResearchLandscaping
To support industry, science and governmental entities in:
• Identifying your relevant Technology-experts
• Estimating their level of expertise within
relevant technology fields
• Detecting hot research topics of your
direct/indirect competitors
• Mapping the geographical expert distribution

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Approach
1. Landscape profiling
Identification of relevant questions to be answered
(e.g. required technology expertise)
2. Landscape mapping
Mapping of the technology experts concerning the
required profile (smart data analysis, interviews, expert-
meetings)
3. Landscape Force-fitting
Force-fit of R&D-demand with the identified
ResearchLandscape and selection of attractive experts
Picture: http://granaton.com
Semantic search & smart data
Instead of using the opinion of
few technology experts, smart
data from the invisible web
(validated data like patent,
scientific papers, etc.) will
provide a much broughter data
source.
In combination with sematic
tools, this data can be
connected intelligently and
therefore give additional
relevant information for decision
making

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Case study –
ResearchLandscaping for a commercial vehicle producer
To support the OEM in the development of a structured way for the generation of strategic R&D
experts within the German research landscape (for research as well as for pre-development) and
in the selection and addressing of the most attractive ones.
Results
1. Elaboration of a criteria-set for the selection of strategic R&D-fields
2. Scanning of the German R&D-Landscape for relevant research fields
3. Force-fit of Volvo R&D-demand with the German R&D-Landscape and
selection of attractive R&D-Field(s)
Aim of the project
Company facts
Branch Commercial
vehicles
Employees 100,000
Turnover 23,4 bill. $
Research landscape, exemplary illustration

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Case study –
Collection of the required technology expertise in “AD“ from OEM
Technology requirements profile
„autonomous driving“
• Sensor Technologies
- Distance measurement
- Environment recognition
- …
• Technology field 2
- Technology 2.1
- Technology 1.x
• ….
Autonomous driving (AD)
The autonomous driving concept assumes all real-time driving functions necessary to drive
a ground-based vehicle without real-time input from a human operator*
Picture https://www.car-2-car.org/
*) source: wikipedia

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TrendArena is a powerful visualization platform

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Contact
Antonino Ardilio
Dr.-Ing. Dipl.-Ing. Des.
Head of Technology Management
Telephone : + 49 (0) 711 / 970-2246
E-mail: antonino.ardilio@iao.fraunhofer.de
Joachim Warschat
Univ.-Prof. Dr.-Ing. habil.
Director and Head of Technology & Innovation Management
Telephone : + 49 (0) 711 / 970-2081
E-mail: joachim.warschat@iao.fraunhofer.de
Address
Fraunhofer IAO
Nobelstraße 12
70569 Stuttgart
Germany
http://www.iao.fraunhofer.de
Ed Morrison
Director
Purdue Agile Strategy Lab
Telephone : + 1 216 650 7267
E-mail: edmorrison@purdue.edu