June, 2013
www.us-tech.com
Trojan Horse Partnerships Key to Success in Printed Electronics
Boston, MA — The traditional electron- ics partnership model of suppliers soliciting and meeting specs from brand owners and end users breaks down in emerging electronics applica- tions like printed, flexible, and organic electronics (PFOE). Instead, material suppliers and manufacturers need to use new relationships with technology developers to succeed, Lux Research says in a new report. With this new partnering strategy,
called “Trojan Horse partnering,” would- be material and manufacturing suppli- ers align with promising technology developers to help gain access to brand owners. Case studies like Solvay with ThinFilm Elec tronics, ITW with Prag - matIC Prin ting, and BASF with Nova - led, show the power of this approach. “In Trojan Horse partnering, the
appeal of the technology developer’s novel approach provides an avenue to penetrate the walls of the electronics brand owners, which are otherwise dif- ficult to engage for emerging technolo- gies with undefined benefits,” said Jonathan Mel nick, Lux Research Analyst and the lead author of the report titled, ‘Trojan Horse Partnering: Bringing Materials to Market for Emerging Electronics’. “Meanwhile, the materials and manufacturing com- panies offer resources and credibility to tech developers.” Lux Research analysts surveyed
top executives active in different parts of the supply chain to understand how
key segments function. Among their findings:
l Access to brand owners is key. Survey results show that material sup- pliers have had little success in part- nering with brand owners directly and see them as a critical bottleneck, while technology developers have had the most success in partnering with all segments of the value chain.
l Material suppliers and manufactur- ers need to adapt scouting approaches. For Trojan Horse partnerships, firms need to look at technology at the early stages, but place more emphasis on partnership scouting for more mature technologies. They also need to posi- tion themselves effectively as an attractive partner to leading tech developers and plan to accommodate long development cycles.
l Developers shift to CVCs. Currently, more than 85 percent of PFOE venture funding comes from independent ven- ture capital (VC) firms. However, the capital requirements and timelines of PFOE are not a good fit for the tradi- tional VC structure, so corporate VCs (CVCs) with an eye on overall returns and with longer horizons will increase their share of PFOE funding.
The report is part of the Lux Re -
search Printed, Flexible and Organ ic Electronics Intelligence service. More information available at
www.luxresearchinc.comr
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