Strategic Technology Outlook Process for Formulating an R&D Strategy by Integrating Business...
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Strategic Technology Outlook
Process for Formulating an R&D Strategy by Integrating Business Directions with Technology Foresight and Capabilities
United Technologies Research CenterSeptember 16, 1999
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Desired Outcome• Technology plans for each Business Unit (BU)
– 2-3 technologies for marketplace redefinition– technologies that support business and product/service
strategies
• BU-integrated strategy for UTRC– technology innovations required
(context for emerging ideas and “gamechangers”)– strategy for synergy across BU’s and risk reduction– distinctive competencies and capabilities required to
support present and future BU technology plans
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Strategic Technology Outlook
Key Strategic Drivers
Product/Process Challenges andNew Product/Process Opportunities
Technology Outlook
Emerging Ideas Potential Gamechangers Gamechangers
Competencies & Capabilities
Business Environment Business ScenariosCurrent Future
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Strategic Technology Outlook
Key Strategic Drivers
Product/Process Challenges andNew Product/Process Opportunities
Technology Outlook
Emerging Ideas Potential Gamechangers Gamechangers
Competencies & Capabilities
Business Environment Business ScenariosCurrent Future
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Current Business Environment
• Current business environment and product/process/service challenges summarized in a “T” chart (one chart for each business unit)
Business Environment Product/Process Challenges
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• No end in sight to cost/price pressures– Development and manufacturing costs (cite data)– Commercial products heavily discounted to meet
competition (cite data)
• Competitors aggressively growing installed base by sales (cite data)
• Competitors aggressively growing aftermarket business by acquisitions (cite data)
• Customers’ orders for product line W … (cite data); for product line N … (cite data); for product line R … (cite data)
– BU2’s response to the wide-body market is …
– BU2’s response to the narrow-body market is …
– BU2’s response to the regional market is …
• Orders for military product lines … (cite data)– BU2’s military product strategy is ...
• Growth opportunities are in the following areas …• Increasing environmental stringency on noise (cite
data)
Product / Process
Challenges and Opportunities
• Development and Manufacturing Cost– Reduce part count
– New product family
– One-build product design
– Greener materials and processes
• Competitive differentiation– Increased reliability
– Quiet product
– Ease of maintenance
• Aftermarket– Repair technologies
– Integrated diagnostics and prognostics
– Asset management
– Shorten turn-around times
Example: BU2Business Environment
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Strategic Technology Outlook
Key Strategic Drivers
Product/Process Challenges andNew Product/Process Opportunities
Technology Outlook
Emerging Ideas Potential Gamechangers Gamechangers
Competencies & Capabilities
Business Environment Business ScenariosCurrent Future
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Future Business Scenarios• Understand our “Business Intent” for making money• Focus on major strategic business issues/dilemmas
– decisions required about future directions
– decisions within our control
• Construct future scenarios– imagined or perceived social, economic, political, technological, or ecological mega-
trends, situations, and events
– relevant to major strategic business issues
– plausible realizations, sometimes outside of our control
• Play emerging technology “cards” in each scenario• Analyze and synthesize strategies, technologies, capabilities
– robustness to scenarios
– fit with “Business Intent” (or needed modification)
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Issues Shaping UTC’s FutureDriver Trend UTC Dilemma/Decision
Marketplace Marketplace is global and increasinglyintegrated via information networks
⟨ Centralized vs. decentralized approach(global vs. regional products/services)
Business Case ⟨ Margins are in systems and services;components erode to commodities
⟨ E-commerce is revolutionizing thebusiness theories of many industries
⟨ Component supplier vs. systems/servicessupplier
⟨ Low-cost vs. high-tech differentiation⟨ New business theory based on e-commerce
MarketLeadership
Leading the future with innovations incustomer value brings the most growth
⟨ Innovation follower vs. innovation leader⟨ Balance of investments in continuous
innovation vs. radical innovation⟨ Quality/reliability vs. time to market
ShareholderValue
Intellectual capital (people, corecompetencies, partnerships, corporateknowledge,…) is replacing capital assetsas the measure of a firm’s value
⟨ IC investment, growth, and return vs. capitalinvestment, growth, and return
⟨ IC synergy, infostructure, and make-buy(virtual organization) decisions
CompetitiveAdvantage
⟨ Employees are a firm’s greatest sourceof creativity and competitive advantage
⟨ Basis of competition is knowledge⟨ Consolidation across industries
⟨ Mobile, flexible, skilled workforce responsiveto change
⟨ Long-term employees vs. free-agents⟨ Acquisitions vs. strategic alliances
ConsumerDemographics
Juxtaposition of value systems:⟨ aging population vs. n-gen’ers⟨ developed vs. developing nations
⟨ Short-term view (money) vs. life-cycle view(social conscience, ecology)
⟨ High-tech vs. benefits/features
*
* Subject used in example
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Five ScenariosBombay
Hertz
Green
Clockspeed
Netscape
• Social• Political • Environmental• Science & Technology• Economic• Financial
Large emerging markets; Rapid growthof mega-cities; Focus on infrastructuredevelopment.
Information age is commercial driver; Seamless and unrestricted communications;Information democracy; Information Marketplace
Protection of environment is no. 1 priority;Depletion of raw material resources; Stagnant or falling standard of living; Negative GDP growth
Most capital goods are leased, not purchased for ownership; Customers demand no down-time, low acquisitioncosts, and real-time accommodation of changing needs.
Speed of business is firm’s one competitive advantage, driven by competitive intensity and technological innovation; meta-competency is management of capabilities supply chain
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Use of Scenarios: ExampleDilemma -- Components or Systems
Business?
Bombay Clockspeed
Netscape
Hertz Green
Robust Winning Strategy for UTC
(if Netscape, Hertz, Green come true)
ComponentsUser-Centric
SystemsMarket-Centric
Systems
Components-to-Systems Continuum
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Example: Aircraft Engine Business
Negative 5%/yr Positive 5%/yr
No
Impr
ovem
ent
Con
stan
t Im
prov
emen
t
No
ise
an
d E
mis
sio
ns
Reg
ula
tio
ns
Growth of Aircraft Market
Green
Bombay
Netscape
Buchanan
Hertz
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Strategic Technology Outlook
Key Strategic Drivers
Product/Process Challenges andNew Product/Process Opportunities
Technology Outlook
Emerging Ideas Potential Gamechangers Gamechangers
Competencies & Capabilities
Business Environment Business ScenariosCurrent Future
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UTC Key Strategic Drivers
• Revenue Growth– grow with the market– increase share of market
• Industry Consolidation– acquisitions
• Margin Expansion– engineering and product development– quality/reliability– supply management– shared services– cost reduction
Importance of Drivers Will Be Different for Each BU
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Strategic Technology Outlook
Key Strategic Drivers
Product/Process Challenges andNew Product/Process Opportunities
Technology Outlook
Emerging Ideas Potential Gamechangers Gamechangers
Competencies & Capabilities
Business Environment Business ScenariosCurrent Future
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Strategic Technology Outlook
Key Strategic Drivers
Product/Process Challenges andNew Product/Process Opportunities
Technology Outlook
Emerging Ideas Potential Gamechangers Gamechangers
Competencies & Capabilities
Business Environment Business ScenariosCurrent Future
EmergingTechnologies
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Emerging Technologies• The technologies important to UTC’s future [10-year
horizon] are known now– emerging and developing technologies not yet exploited by UTC
– full importance and impact is usually not known
• Impact of emerging technologies – emerging technologies are “mini scenarios”
– to assess impact: play emerging technologies as wildcards in the main scenarios and drivers
– combine powerful synergies into themes (e.g., information technology; modeling, analysis, simulation, and computation; aftermarket technology; green products and processes)
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5/21/98 Rev 0 18
Example: Information Technology
Customer• Price• Reliable Function• Customer Service• User Interface
Products• Communications/Software• Controller/Sensors & Actuators• Mechanical Components
Enterprise• Manufacturing• Product Development
Customer Service Scenario
Product Scenario
Enterprise Scenario
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5/21/98 Rev 0 19
Enterprise Productivity Scenario
IPD Team
Manufacturing Plant
Pro-EPro-MMES
Distribution
EmployeesCustomersSuppliersPartners
Supplier
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5/21/98 Rev 0 20
Service Center
Product Scenario(Smart Products)
• Information repository
• User Services
• Building Integration
• Security
• Optimal Dispatch
• Safety & Ride Quality
• AVOS• Auto PC
• Smart Badge
• Upgradable Features
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5/21/98 Rev 0 21
Airport
Service Center
Parts Factory
Customer Service Scenario(Smart Service)
Airport
5
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Longer Range Emerging Technologies
Wildcards in Scenarios - Materials Example
Assembly ApproachesComputational Materials DesignSurface TechnologySmart ProductsGreen ProcessesSuperconductivityIntelligent ProcessingH2 Economy
Scenario
Green S S S S S W S S 64
Hertz W M M S W W M W 20
Bombay W W W M W S W S 26
Netscape W M W S W W S W 26
Clockspeed M/S S W S W W S W 36
17 25 15 39 13 13 31 21
Emerging Technologies for Materials and Structures
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Strategic Technology Outlook
Key Strategic Drivers
Product/Process Challenges andNew Product/Process Opportunities
Technology Outlook
Emerging Ideas Potential Gamechangers Gamechangers
Competencies & Capabilities
Business Environment Business ScenariosCurrent Future
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Importance of Technology Capabilities to BU1
BU1 2000+
Technologies for Market
Re-definition
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Strategic Technology Outlook
Key Strategic Drivers
Product/Process Challenges andNew Product/Process Opportunities
Technology Outlook
Emerging Ideas Potential Gamechangers Gamechangers
Competencies & Capabilities
Business Environment Business ScenariosCurrent Future
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Technology Capabilities -- by Department
• Catalog your department’s present core and enabling technology capability areas together with a numerical estimate of your department’s capability gaps in these areas.
• Use Quality Function Deployment (QFD) to derive the numerical importance of your department’s core and enabling technology capability areas to the needs of UTC’s business units
• Integrate your analyses into a Technology Capability Portfolio.
• Define your department’s strategy by going through a structured, question-driven development process that blends your knowledge and intuition with the preceding analyses.
• Implement a quality check of your strategy.
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Technology Capabilities Portfolio and Strategy
StrengthenProtect
Maintain/Watch
Watch/Abandon
C
D
B
F
E
A G