Innovation

June 5, 2006 / Number 2

A way of life

By Antonio Zárate

In 1946, Genrich S. Altshuller was a 22-year-old engineer examining patents of the Soviet Navy.

After classifying more than 200 thousand patents, he detected the presence of certain elements in all of the innovations.

That is how he developed the Theory for Solving Invention Problems, better known as TRIZ, because of its acronym in Russian.

This theory enables technicians to significantly improve their inventive capacity for problem solving and helps them to develop such effective ideas, that they can be patented.

With the passing of time, the TRIZ methodology has been improved by Altshuller's disciples, who have worked on almost three million patents from all over the world, seeking to identify the elements that would enable them to solve technical problems by applying innovation and inventiveness.

For companies, TRIZ is synonymous with product and process simplification, which results in cost reduction and greater competitiveness.

This methodology is accessible to the region's businesses through the Monterrey, International City of Knowledge program, which is operated by the Innovation and Technology Transfer Institute.

The Institut National des Sciences Appliquées (INSA), the Strasbourg School of Engineering in France, and the Mexican Institute of Regional Industrial Property are our strategic allies in offering value added to businesses, not only in Monterrey, but also in Mexico's North Eastern Region.

We transmit a new work philosophy through a four-module workshop, where participants acquire the necessary tools to generate innovative and patentable solutions.

Combined with this, those attending the workshop establish links with educational institutions and researchers, and they get involved in a patentable joint project. Somehow, this is a good beginning for the creation of a virtuous circle whose axis is innovation, which is the reason for being of Monterrey, International City of Knowledge.

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Generating patentable ideas in a 'TRIZ'

Through a workshop organized by Monterrey, International City of Knowledge, companies of the region learn about problem solving with an innovative mentality

Five innovative and patentable solutions were developed at the First TRIZ Workshop, which was organized by Monterrey, International City of Knowledge. This activity, which ended on May 26, reached its objective of inculcating an innovative vision for the solution of product and process problems into the businesses represented in the workshop.

Eight companies participated in the workshop taught in Monterrey by professors from the Institut National des Sciences Appliquées (INSA) of Strasbourg, France, and from the Mexican Industrial Property Institute (IMPI). Prolec, GE, FEMSA, Tubacero, Termolita and IMSA Group finished their projects and reached a patentable solution after taking the four modules, which lasted a total of 130 hours.

These companies have already established work links with the participating researchers, who came from the Monterrey Institute of Technology and Higher Education (ITESM) and Universidad Autonoma de Nuevo Leon (UANL). The next step will be to complete the methodology so that, at a later time and if they wish to do so, they will register the patent.

As part of the workshop activities, several work teams were created consisting of students, academic researchers and representatives from the companies. The workshop's topics were organized around four basic themes: TRIZ, Theoretical Foundations; TRIZ, Methods and Tools; Theory and Practice; and Patent Data Bases and How to Search for Them.

Since the success of this first experience exceeded our expectations, the second workshop is already programmed, and the third one is in the planning stage.

FROM RUSSIA TO THE WORLD The TRIZ methodology was developed by Genrich Altshuller, a Russian naval engineer who analyzed thousands of patents. When he detected that there were various degrees of innovation in the patents, he defined five levels that reflect the degree of knowledge applied to the inventive solutions

LEVEL DEGREE OF INNOVATION PErcentage of patents SOURCE OF KNOWLEDGE 1 Apparent solution 32 Personal knowledge 2 Moderate improvement 45 Knowledge within the company 3 Significant improvement 18 Knowledge within the sector 4 New concept 4 Knowledge outside the sector 5 Discovery 1 All of the knowledge

Altshuller realized that most of the problems (levels 1 and 2) were solved based on traditional knowledge. However, level 3 and level 4 situations required solutions that went beyond such knowledge and called for an innovative attitude. With the TRIZ methodology, Altshuller made access to knowledge easier, emphasized the importance of resolving contradictions and fostered the evolution of technological systems. TRIZ makes it possible to reformulate a problem and fragment it in order to transform it into simpler problems. This helps to detect and correct failures and limitations of new products and processes at an early stage and the most important aspect is that the process implies exploring and taking advantage of knowledge from different industrial sectors.

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Neurons in action

This publicity does 'impress'

With its electronic system, Spotbox gives you a different 'impression' on how to reach the public

David Garza

By creating his own electronic publicity system, David Garza knew how to take advantage of innovation in order to develop a different business model.

His story began four years ago when, as he analyzed a situation, he realized that restaurant restrooms were stuck in the past: in this cybernetic age, they only had printed publicity.

"It was like having computers and sending everything by fax. So we began to plan how to place screens in restrooms and control specific ads for each location," says Garza, founder of the Spotbox firm.

Just one month of research was enough to conclude that no existing system would meet his needs. He had the option of forgetting the whole thing and go back to what he knew, but he chose to start from scratch and develop his own software.

"At first, it was funny, we were at a loss; but then the first light went on," he remembers.

That's how Spotbox was conceived - a system capable of promoting brands and products through a network of high-resolution, LCD and plasma screens, placed in restrooms and high-visibility locations inside restaurants, bars, hotels and sports complexes.

The ads are changed with a programming control, based on the requirements of the customer, who has access to statistical information and feedback in real time.

Once he had the product ready, Garza faced another challenge with his new business model: commercialization.

All prospects liked the idea, but many asked for market studies and statistics., which did not exist because this was a totally new field.

His potential customers got excited, but they were not able to change their paradigms. They used to say, "That sounds good, but look at my budget! I have designated amounts for radio, television, and printed publicity, and you are not that."

Garza's answer was most emphatic: "Then open another category!"

Finally, in September 2002, the first ads went "on the air" at the Varietal and El Granero restaurants.

Grupo Galería, a concessionary, and Cervecería Cuauhtemoc were the first companies brave enough to try Spotbox.

The system is unique because ads are created based on the characteristics of the audience and the restaurant. Furthermore, its screens are divided into segments and have a news line where information about the weather and sports results is offered in real time.

"Growth has been astronomic. In 2003, when we began as an alternative media, people came to buy us; we received calls from Mexico city, Guadalajara, and Chicago from people who thought it was an imported franchise."

Spotbox currently has about 50 spaces in restaurants and bars in Monterrey's metropolitan area. It is also present in Mexico City, Chihuahua, Los Mochis, and Torreon.

"Whatever had to be managed, has already been managed; whatever had to be launched, has already been launched; now, the important part is to continue innovating," says Garza.

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FUTURE EVENTS

JUNE 9-10 and 23-24
Innovation program: Market and Strategy, CAINTRA

JUNE 20
Road Show MEXICO IT,
Software Industry Promotion Expo, New York, NY

JUNE 22
Road Show MEXICO IT,
Software Industry Promotion Expo, Los Angeles, CA

JULY 3-4
Second TRIZ Workshop, UANL

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