periodismo de innovación
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lunes 18 de enero de 2010
David LunaEditor General Revista Grupo Editorial ExpansiónA Time Inc Companydluna@expansion.com.mx
Innovación
lunes 18 de enero de 2010
David LunaEditor General Revista Grupo Editorial ExpansiónA Time Inc Companydluna@expansion.com.mx
MANUFACTURA
Innovación
lunes 18 de enero de 2010
Innovación
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lunes 18 de enero de 2010
Definir la innovación
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“Si queremos entender la creatividad necesitamos entender los procesos de selección. ¿Cómo podemos mejorar la creatividad mejorando la manera en que
seleccionamos e implementamos nuevas ideas?”
— Mihaly Csikszentmihalyi
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Estructura
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Estructura
Desarrollo de un sistema
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Estructura
Desarrollo de un sistema
Mediano y largo plazo
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Estructura
Desarrollo de un sistema
Mediano y largo plazo
Resultado de un proceso
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Estructura
Desarrollo de un sistema
Mediano y largo plazo
Resultado de un proceso
Beneficio económico
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Estructura
Desarrollo de un sistema
Mediano y largo plazo
Resultado de un proceso
Beneficio económico
Oferta de valor
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Se transforma el conocimiento en un beneficio ( valor asociado )
Mejoras o cambios científicos y tecnológicos
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Herramientas
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Planeación Estratégica
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Planeación de Escenarios
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Planeación de Escenarios
✴Fuerzas
✴Incertidumbres
✴Escenarios
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6
the 4 main areas of a business model
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30
record companies !
people!
large hardware revenues!some music revenues!
manu-facturing! marketing
& sales !
OEMs!
hardware design!
marketing!
seamless music
experience!
lovemark !
apple.com!
mass market!
iTunes store!
retail stores!
Apple stores!
iTunes software!
Apple brand!
iPod hardware !
people!
switching costs !
content &
agreements!
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Detonadores
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A corporation is a living organism; it has to continue to shed its skin.
Methods have to change.Focus has to change. Values have to change.
The sum total of those changes is transformation.
— Andrew Grove
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“La Innovación no es una opción, es un requisito fundamental para sobrevivir. En el transcurso de la historia las sociedades innovadoras han vencido
siempre a sus rivales menos creativos”.
— Kaihan Krippendorff
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Tres Empresas innovadoras
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Tres Empresas mexicanas
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“La innovación es el polvo mágico que puede hacer de nuestros países, ciudades o pueblos, lugares atractivos, dinámicos y dignos para vivir e invertir. En estos tiempos difíciles es crucial que nuestras políticas se orienten hacia la creación del mejor ambiente posible para que la innovación florezca y se disemine. Nuestros políticos, por lo tanto, no deben pensar como mecánicos, sino como jardineros”
— José Ángel Gurría8 de Junio de 2009, Montreal, Canada
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Nanotecnología
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Nanotecnología
Biotecnología
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Nanotecnología
Biotecnología
Tecnologías limpias
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Nanotecnología
Biotecnología
Tecnologías limpias
Telecomunicaciones e informática
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Nanotecnología
Biotecnología
Tecnologías limpias
Telecomunicaciones e informática
Energía
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Nanotecnología
Biotecnología
Tecnologías limpias
Telecomunicaciones e informática
Energía
Manufactura sustentable
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México
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3. SCIENCE AND INNOVATION: COUNTRY NOTES
OECD SCIENCE, TECHNOLOGY AND INDUSTRY OUTLOOK 2008 – ISBN 978-92-64-04991-8 – © OECD 2008138
MEXICO
Over the past decade Mexico’s effortshave focused on achieving macroeconomicstability and stronger growth. However, itsreforms have not led to the productivitygrowth necessary to catch up to otherOECD countries. Continued structuralreforms will be needed to put the countryon a firm basis to boost innovation, produc-tivity and growth.
Mexico’s level of development affectsits innovation system. Its assets include ayoung population and geographical prox-imity to the largest market in the OECDarea. However, various structural weak-nesses inhibit innovation, including gaps inphysical infrastructure, restrictive regula-tions, and, most importantly, a low level ofhuman capital.
Mexico’s R&D intensity is one of thelowest in the OECD area; gross domesticexpenditure on R&D (GERD) is 0.5% of GDP.However, this ratio is not out of line withMexico’s income level, and growth in (real)GERD has been robust, averaging almost10% a year from 1996 to 2005. Public insti-tutions and universities continue to play animportant role in R&D; the business sectorfinances 47% of R&D and performs justunder 50%, below the OECD average.
The number of science and engineer-ing graduates as a proportion of all newdegrees is above the OECD average, with aquarter of new university degrees in 2005.However, university graduates are a smallgroup, and the majority of the working-agepopulation leaves school before attainingan upper secondary qualification. More-over, emigration reduces the number of
graduates that enter the domestic labourmarket.
Mexico’s technological and scientificperformance, as measured by patents andpublications, is low, and knowledge-intensive market services, such as postand telecommunications, represent a verysmall share of gross value added (lessthan 13% in 2004 compared to an OECDaverage of 20%). More positively, inter-national linkages appear well developed,especially with the United States. There is ahigh rate of foreign ownership of domesticinventions (61% in 2001-03) and of inter-national co-inventions (45% in 2002-04), asevidenced by applications to the EuropeanPatent Office. Technology exports also grewstrongly from 1996 to 2005, by over 10% ayear on average. Uptake of technology isalso improving; the Internet domain .mxhad the highest average annual growth(67%) in Internet hosts in the OECD areabetween 1998 and 2006.
The government’s innovation policyprovides one of the most favourable taxtreatments for R&D in the OECD area, withone unit of R&D expenditure resulting in0.37 units of tax relief. Government fund-ing for business R&D has also increased;the share of business R&D financed bygovernment more than doubled from 2.8%in 1995 to 5.7% in 2005.
The key challenge at this stage is toestablish supportive underlying conditionsfor innovation, particularly with respect toeducation levels and the competitiveand regulatory environment. EnhancingMexican firms’ ability to access technologi-cal spillovers will also be important.
lunes 18 de enero de 2010
3. SCIENCE AND INNOVATION: COUNTRY NOTES
OECD SCIENCE, TECHNOLOGY AND INDUSTRY OUTLOOK 2008 – ISBN 978-92-64-04991-8 – © OECD 2008138
MEXICO
Over the past decade Mexico’s effortshave focused on achieving macroeconomicstability and stronger growth. However, itsreforms have not led to the productivitygrowth necessary to catch up to otherOECD countries. Continued structuralreforms will be needed to put the countryon a firm basis to boost innovation, produc-tivity and growth.
Mexico’s level of development affectsits innovation system. Its assets include ayoung population and geographical prox-imity to the largest market in the OECDarea. However, various structural weak-nesses inhibit innovation, including gaps inphysical infrastructure, restrictive regula-tions, and, most importantly, a low level ofhuman capital.
Mexico’s R&D intensity is one of thelowest in the OECD area; gross domesticexpenditure on R&D (GERD) is 0.5% of GDP.However, this ratio is not out of line withMexico’s income level, and growth in (real)GERD has been robust, averaging almost10% a year from 1996 to 2005. Public insti-tutions and universities continue to play animportant role in R&D; the business sectorfinances 47% of R&D and performs justunder 50%, below the OECD average.
The number of science and engineer-ing graduates as a proportion of all newdegrees is above the OECD average, with aquarter of new university degrees in 2005.However, university graduates are a smallgroup, and the majority of the working-agepopulation leaves school before attainingan upper secondary qualification. More-over, emigration reduces the number of
graduates that enter the domestic labourmarket.
Mexico’s technological and scientificperformance, as measured by patents andpublications, is low, and knowledge-intensive market services, such as postand telecommunications, represent a verysmall share of gross value added (lessthan 13% in 2004 compared to an OECDaverage of 20%). More positively, inter-national linkages appear well developed,especially with the United States. There is ahigh rate of foreign ownership of domesticinventions (61% in 2001-03) and of inter-national co-inventions (45% in 2002-04), asevidenced by applications to the EuropeanPatent Office. Technology exports also grewstrongly from 1996 to 2005, by over 10% ayear on average. Uptake of technology isalso improving; the Internet domain .mxhad the highest average annual growth(67%) in Internet hosts in the OECD areabetween 1998 and 2006.
The government’s innovation policyprovides one of the most favourable taxtreatments for R&D in the OECD area, withone unit of R&D expenditure resulting in0.37 units of tax relief. Government fund-ing for business R&D has also increased;the share of business R&D financed bygovernment more than doubled from 2.8%in 1995 to 5.7% in 2005.
The key challenge at this stage is toestablish supportive underlying conditionsfor innovation, particularly with respect toeducation levels and the competitiveand regulatory environment. EnhancingMexican firms’ ability to access technologi-cal spillovers will also be important.
Debilidad estructural que inhibe la innovación, como la brecha existente en
infraestructura física, regulaciones restrictivas y un bajo nivel en el capital humano.
lunes 18 de enero de 2010
3. SCIENCE AND INNOVATION: COUNTRY NOTES
OECD SCIENCE, TECHNOLOGY AND INDUSTRY OUTLOOK 2008 – ISBN 978-92-64-04991-8 – © OECD 2008138
MEXICO
Over the past decade Mexico’s effortshave focused on achieving macroeconomicstability and stronger growth. However, itsreforms have not led to the productivitygrowth necessary to catch up to otherOECD countries. Continued structuralreforms will be needed to put the countryon a firm basis to boost innovation, produc-tivity and growth.
Mexico’s level of development affectsits innovation system. Its assets include ayoung population and geographical prox-imity to the largest market in the OECDarea. However, various structural weak-nesses inhibit innovation, including gaps inphysical infrastructure, restrictive regula-tions, and, most importantly, a low level ofhuman capital.
Mexico’s R&D intensity is one of thelowest in the OECD area; gross domesticexpenditure on R&D (GERD) is 0.5% of GDP.However, this ratio is not out of line withMexico’s income level, and growth in (real)GERD has been robust, averaging almost10% a year from 1996 to 2005. Public insti-tutions and universities continue to play animportant role in R&D; the business sectorfinances 47% of R&D and performs justunder 50%, below the OECD average.
The number of science and engineer-ing graduates as a proportion of all newdegrees is above the OECD average, with aquarter of new university degrees in 2005.However, university graduates are a smallgroup, and the majority of the working-agepopulation leaves school before attainingan upper secondary qualification. More-over, emigration reduces the number of
graduates that enter the domestic labourmarket.
Mexico’s technological and scientificperformance, as measured by patents andpublications, is low, and knowledge-intensive market services, such as postand telecommunications, represent a verysmall share of gross value added (lessthan 13% in 2004 compared to an OECDaverage of 20%). More positively, inter-national linkages appear well developed,especially with the United States. There is ahigh rate of foreign ownership of domesticinventions (61% in 2001-03) and of inter-national co-inventions (45% in 2002-04), asevidenced by applications to the EuropeanPatent Office. Technology exports also grewstrongly from 1996 to 2005, by over 10% ayear on average. Uptake of technology isalso improving; the Internet domain .mxhad the highest average annual growth(67%) in Internet hosts in the OECD areabetween 1998 and 2006.
The government’s innovation policyprovides one of the most favourable taxtreatments for R&D in the OECD area, withone unit of R&D expenditure resulting in0.37 units of tax relief. Government fund-ing for business R&D has also increased;the share of business R&D financed bygovernment more than doubled from 2.8%in 1995 to 5.7% in 2005.
The key challenge at this stage is toestablish supportive underlying conditionsfor innovation, particularly with respect toeducation levels and the competitiveand regulatory environment. EnhancingMexican firms’ ability to access technologi-cal spillovers will also be important.
El gasto en ID es apenas 0.5% del PIB.Las instituciones privadas financian menos del 50% de la ID, abajo del promedio de los
países de la OECD
lunes 18 de enero de 2010
3. SCIENCE AND INNOVATION: COUNTRY NOTES
OECD SCIENCE, TECHNOLOGY AND INDUSTRY OUTLOOK 2008 – ISBN 978-92-64-04991-8 – © OECD 2008138
MEXICO
Over the past decade Mexico’s effortshave focused on achieving macroeconomicstability and stronger growth. However, itsreforms have not led to the productivitygrowth necessary to catch up to otherOECD countries. Continued structuralreforms will be needed to put the countryon a firm basis to boost innovation, produc-tivity and growth.
Mexico’s level of development affectsits innovation system. Its assets include ayoung population and geographical prox-imity to the largest market in the OECDarea. However, various structural weak-nesses inhibit innovation, including gaps inphysical infrastructure, restrictive regula-tions, and, most importantly, a low level ofhuman capital.
Mexico’s R&D intensity is one of thelowest in the OECD area; gross domesticexpenditure on R&D (GERD) is 0.5% of GDP.However, this ratio is not out of line withMexico’s income level, and growth in (real)GERD has been robust, averaging almost10% a year from 1996 to 2005. Public insti-tutions and universities continue to play animportant role in R&D; the business sectorfinances 47% of R&D and performs justunder 50%, below the OECD average.
The number of science and engineer-ing graduates as a proportion of all newdegrees is above the OECD average, with aquarter of new university degrees in 2005.However, university graduates are a smallgroup, and the majority of the working-agepopulation leaves school before attainingan upper secondary qualification. More-over, emigration reduces the number of
graduates that enter the domestic labourmarket.
Mexico’s technological and scientificperformance, as measured by patents andpublications, is low, and knowledge-intensive market services, such as postand telecommunications, represent a verysmall share of gross value added (lessthan 13% in 2004 compared to an OECDaverage of 20%). More positively, inter-national linkages appear well developed,especially with the United States. There is ahigh rate of foreign ownership of domesticinventions (61% in 2001-03) and of inter-national co-inventions (45% in 2002-04), asevidenced by applications to the EuropeanPatent Office. Technology exports also grewstrongly from 1996 to 2005, by over 10% ayear on average. Uptake of technology isalso improving; the Internet domain .mxhad the highest average annual growth(67%) in Internet hosts in the OECD areabetween 1998 and 2006.
The government’s innovation policyprovides one of the most favourable taxtreatments for R&D in the OECD area, withone unit of R&D expenditure resulting in0.37 units of tax relief. Government fund-ing for business R&D has also increased;the share of business R&D financed bygovernment more than doubled from 2.8%in 1995 to 5.7% in 2005.
The key challenge at this stage is toestablish supportive underlying conditionsfor innovation, particularly with respect toeducation levels and the competitiveand regulatory environment. EnhancingMexican firms’ ability to access technologi-cal spillovers will also be important.
lunes 18 de enero de 2010
3. SCIENCE AND INNOVATION: COUNTRY NOTES
OECD SCIENCE, TECHNOLOGY AND INDUSTRY OUTLOOK 2008 – ISBN 978-92-64-04991-8 – © OECD 2008138
MEXICO
Over the past decade Mexico’s effortshave focused on achieving macroeconomicstability and stronger growth. However, itsreforms have not led to the productivitygrowth necessary to catch up to otherOECD countries. Continued structuralreforms will be needed to put the countryon a firm basis to boost innovation, produc-tivity and growth.
Mexico’s level of development affectsits innovation system. Its assets include ayoung population and geographical prox-imity to the largest market in the OECDarea. However, various structural weak-nesses inhibit innovation, including gaps inphysical infrastructure, restrictive regula-tions, and, most importantly, a low level ofhuman capital.
Mexico’s R&D intensity is one of thelowest in the OECD area; gross domesticexpenditure on R&D (GERD) is 0.5% of GDP.However, this ratio is not out of line withMexico’s income level, and growth in (real)GERD has been robust, averaging almost10% a year from 1996 to 2005. Public insti-tutions and universities continue to play animportant role in R&D; the business sectorfinances 47% of R&D and performs justunder 50%, below the OECD average.
The number of science and engineer-ing graduates as a proportion of all newdegrees is above the OECD average, with aquarter of new university degrees in 2005.However, university graduates are a smallgroup, and the majority of the working-agepopulation leaves school before attainingan upper secondary qualification. More-over, emigration reduces the number of
graduates that enter the domestic labourmarket.
Mexico’s technological and scientificperformance, as measured by patents andpublications, is low, and knowledge-intensive market services, such as postand telecommunications, represent a verysmall share of gross value added (lessthan 13% in 2004 compared to an OECDaverage of 20%). More positively, inter-national linkages appear well developed,especially with the United States. There is ahigh rate of foreign ownership of domesticinventions (61% in 2001-03) and of inter-national co-inventions (45% in 2002-04), asevidenced by applications to the EuropeanPatent Office. Technology exports also grewstrongly from 1996 to 2005, by over 10% ayear on average. Uptake of technology isalso improving; the Internet domain .mxhad the highest average annual growth(67%) in Internet hosts in the OECD areabetween 1998 and 2006.
The government’s innovation policyprovides one of the most favourable taxtreatments for R&D in the OECD area, withone unit of R&D expenditure resulting in0.37 units of tax relief. Government fund-ing for business R&D has also increased;the share of business R&D financed bygovernment more than doubled from 2.8%in 1995 to 5.7% in 2005.
The key challenge at this stage is toestablish supportive underlying conditionsfor innovation, particularly with respect toeducation levels and the competitiveand regulatory environment. EnhancingMexican firms’ ability to access technologi-cal spillovers will also be important.
El desempeño de la ciencia y de la tecnología es bajo cuando se mide en patentes y
publicaciones y el mercado del conocimiento intensivo representa menos del 13%, comparado con 20% en OECD (2004).
lunes 18 de enero de 2010
3. SCIENCE AND INNOVATION: COUNTRY NOTES
OECD SCIENCE, TECHNOLOGY AND INDUSTRY OUTLOOK 2008 – ISBN 978-92-64-04991-8 – © OECD 2008138
MEXICO
Over the past decade Mexico’s effortshave focused on achieving macroeconomicstability and stronger growth. However, itsreforms have not led to the productivitygrowth necessary to catch up to otherOECD countries. Continued structuralreforms will be needed to put the countryon a firm basis to boost innovation, produc-tivity and growth.
Mexico’s level of development affectsits innovation system. Its assets include ayoung population and geographical prox-imity to the largest market in the OECDarea. However, various structural weak-nesses inhibit innovation, including gaps inphysical infrastructure, restrictive regula-tions, and, most importantly, a low level ofhuman capital.
Mexico’s R&D intensity is one of thelowest in the OECD area; gross domesticexpenditure on R&D (GERD) is 0.5% of GDP.However, this ratio is not out of line withMexico’s income level, and growth in (real)GERD has been robust, averaging almost10% a year from 1996 to 2005. Public insti-tutions and universities continue to play animportant role in R&D; the business sectorfinances 47% of R&D and performs justunder 50%, below the OECD average.
The number of science and engineer-ing graduates as a proportion of all newdegrees is above the OECD average, with aquarter of new university degrees in 2005.However, university graduates are a smallgroup, and the majority of the working-agepopulation leaves school before attainingan upper secondary qualification. More-over, emigration reduces the number of
graduates that enter the domestic labourmarket.
Mexico’s technological and scientificperformance, as measured by patents andpublications, is low, and knowledge-intensive market services, such as postand telecommunications, represent a verysmall share of gross value added (lessthan 13% in 2004 compared to an OECDaverage of 20%). More positively, inter-national linkages appear well developed,especially with the United States. There is ahigh rate of foreign ownership of domesticinventions (61% in 2001-03) and of inter-national co-inventions (45% in 2002-04), asevidenced by applications to the EuropeanPatent Office. Technology exports also grewstrongly from 1996 to 2005, by over 10% ayear on average. Uptake of technology isalso improving; the Internet domain .mxhad the highest average annual growth(67%) in Internet hosts in the OECD areabetween 1998 and 2006.
The government’s innovation policyprovides one of the most favourable taxtreatments for R&D in the OECD area, withone unit of R&D expenditure resulting in0.37 units of tax relief. Government fund-ing for business R&D has also increased;the share of business R&D financed bygovernment more than doubled from 2.8%in 1995 to 5.7% in 2005.
The key challenge at this stage is toestablish supportive underlying conditionsfor innovation, particularly with respect toeducation levels and the competitiveand regulatory environment. EnhancingMexican firms’ ability to access technologi-cal spillovers will also be important.
La propiedad de extranjeros de invenciones domésticas fue 61% entre 2001 y 2003 .
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En tu fuente, ¿dónde hay innovaoción?
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La nota sobre innovación
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Periodismoden
Innovación
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El periodismo enfrenta su propio dilema de
innovación
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¿La muerte del periodismo?
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¿La muerte del periodismo?
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¿La muerte del periodismo?
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“Nadie quiere morir. Incluso las personas que desean ir al cielo no quieren morir para llegar ahí. Pero la muerte es el destino que todos compartimos. Nadie se escapa de ello. Y es así como debería ser porque la Muerte es muy probablemente la invención más sencilla de la Vida. Es el agente de cambio de la vida. Limpia lo viejo para
abrir paso a lo nuevo”.
— Steve Jobs
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Innovación en medios
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Tendencias en medios
Las 7 fuerzas
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1Mayor consumo de medios
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2Fragmentación
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3Participación
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La era de las redes sociales
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4Personalización
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N = 1
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5Nuevos modelos de
generación de ingresos
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Print Web
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Posibles escenarios 2007 a 2015
Negativo-negativo
Print Web
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Posibles escenarios 2007 a 2015
Negativo-negativo
Print Web
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Posibles escenarios 2007 a 2015
Negativo-negativo
Print Web
Negativo Positivo
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Posibles escenarios 2007 a 2015
Negativo-negativo
Print Web
Negativo Positivo
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Posibles escenarios 2007 a 2015
Negativo-negativo
Print Web
Negativo Positivo
Positivo Negativo
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Posibles escenarios 2007 a 2015
Negativo-negativo
Print Web
Negativo Positivo
Positivo Negativo
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Posibles escenarios 2007 a 2015
Negativo-negativo
Print Web
Negativo Positivo
Positivo Negativo Positivo Positivo
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Posibles escenarios 2007 a 2015
Negativo-negativo
Print Web
Negativo Positivo
Positivo Negativo Positivo Positivo
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Posibles escenarios 2007 a 2015
Negativo-negativo
Print Web
Negativo Positivo
Positivo Negativo Positivo Positivo
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Como se desplazarán los ingresos B2B al entorno on line en los siguientes 5 años
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Como se desplazarán los ingresos B2B al entorno on line en los siguientes 5 años
Web8%
Print90%
Otros2%
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Como se desplazarán los ingresos B2B al entorno on line en los siguientes 5 años
Web60%
Print25%
Otros15%
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6Cambio generacional
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7Mayor ancho de banda
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El nuevo perfil de periodista
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Comentarios / Conclusiones
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Escenarios
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Fuerzas
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Incertidumbres
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Escenarios
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Audiencia especializada
Audiencia poco especializada
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Menor edad
Audiencia especializada
Audiencia poco especializada
Mayor edad
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David LunaEditor General Revista Grupo Editorial ExpansiónA Time Inc Companydluna@expansion.com.mx
Innovación
lunes 18 de enero de 2010
David LunaEditor General Revista Grupo Editorial ExpansiónA Time Inc Companydluna@expansion.com.mx
MANUFACTURA
Innovación
lunes 18 de enero de 2010
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