Keynote delivered by Simon Best, Head of New Business, CIS, Airbus Defence & Space Technology evolution is relentless yet increasingly incremental – often leading to shorter windows of business opportunity per investment. Companies therefore need to be ever more agile to continuously evolve their core products, explore new areas and know when and where to shift to capture new opportunities. Many companies have a wealth of capabilities and through a mix of knowing their strengths, promoting agility and business adventure, they can find new competitive edges.

1. 6th October 2016, Munich
Change, disruption and opportunity – finding the new edge
Simon Best
Zinnov confluence

2. 2
Moments of key evolution (selected / approximate)
Technology evolution and adoption cycles ever faster – speed of
business is key ...
0 200 400 600 800 1.000 1.200
Mac
i-Pod
i-Phone
i-Pad
1.095
669
74
28
Example : Time to 1m sales
(days from market launch)
Sources: Internet open domain search, Apple press
Technology evolution
(duration between significant advances)
Computer
Telephone
TV

3. 3
... speed of change, new enablers and eroding barriers to entry
– disruptions can “come in” from many angles!
What can disruption look like? … or feel like!

4. 4
But disruptions can be opportunities to grow business
– illustrative example: Passive platform made digital
Adding data turns product to platform
– Shifting or extending value
– Opening new business models

5. 5
Disruptive opportunity in the Aero, Defence and Space business
(examples):

6. 6
Turning established capabilities and new opportunities into new
business by combining strengths, agility & business exploration ...
R&T
R&D
New Biz
(Business accelerator)
Typically served markets
New applications
New Markets
Capabilities
Innovation
Mission:
• Take capabilities anywhere in the Division to
new markets not traditionally served
• Create significant profitable new business
for the Division within five years
Special environment:
• Customer & business focused
• Solution centric / fast prototype / early
customer engagement
• Partnering & co-creation
• Agile, timely, trusted micro-environment
• Budget & business KPI’s to cater for risk

7. 7
... and it does work - business reality in the making: Work with known
strengths, promote business agility & adventure & get results smartly
Biz exploration
team
Fast customer
demonstrators
(X-Works)
4D
Positioning
+ Smart
Energy
Situational
awareness
H2
New Business examples:
…

8. 8
Let’s explore!
Thanks for listening