Commercializing the Technologies Developed through Research
at ATR Media Integration & Communications Research Laboratories
HARADA Ikuo
Introduction
ATR's R&D Laboratories are expected not only to contribute to their basic research
areas, but also to have their resultant technologies broadly adopted in real markets.
Accordingly, we started several technology promotion activities earlier than planned
in order to encourage the transfer of applicable MIC technologies to the marketplace.
Some technologies have proved transferable to manufacturers, and at least one
product has already been shipped.
Commercialization Strategy
To commercialize a technology means to directly contribute to the public while
deriving a financial benefit for ATR itself. The following objectives are crucial
to MIC research:
- proving the effectiveness of MIC technologies;
- collaborating directly with outside companies.
ATR-MIC has proposed future styles of human communication by developing systems
and demonstrating technologies. In many areas of research, it is easy to quantify
an improvement in function or performance (such as improved data compression or
signal strength). In contrast, ATR-MIC treats human-centered research topics that
frequently deal with aspects of subjective human experience (such as emotion recognition,
enjoyment or satisfaction). The effectiveness of such research is difficult to
measure or evaluate empirically.
However, to justify our approach, we must obtain proof of effectiveness in real
markets. Therefore, technology transfer and commercialization are of great importance
to us. We also expect collaboration with outside companies to encourage commercialization
and to obtain candid feedback for evaluating the effectiveness of our research.
These aims should be achieved through vigorous effort even before the completion
of research. Therefore, ATR-MIC started promoting the commercialization of its
technologies in 2000.
Promotional Activities
Because some research prototypes are easily applicable to the market, prototype
manufacturers could double as small- or medium-scale providers to the markets.
In this way, MIC technologies can directly gain market appeal while manufacturers
can avoid the risks involved in research and development.
The communication robot research platform, "Robovie" (Fig.
1), was shipped to several laboratories. Market reactions were so impressive
that a consumer model is planned. "Muu," a novel platform for interaction research
is also in production. MIC's unique "Art & Technology" project has commercially
licensed interactive artworks to international venues (Fig.
2). We have also licensed our technologies to outside companies. Such technologies
include software products of "3-D recognition with multiple cameras," "tracking
of forehead center," and "extraction of specified image area" (Fig.
3). We also participated in a Kyoto prefectural government workshop to promote
collaboration with companies, academic organizations, and governments.
Future Activity
Some of our technologies have proved promising. However, the expected markets
are only now emerging, so a continuous commercialization effort is required for
current and future generations to benefit from our experience.
