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ladies and gentlemen this session uh on designing for the future is really at the heart of
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this event the spot it's about innovation transport the coming together of
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innovations work i think of this as our imagination session
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because it's all about where the image should be uh innovation in the
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world is going out scores enabling that how it's impacting sport
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you know we're tackle this very broad subject we've got a broad
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range of uh experts and introduce them one by one
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so that you understand their areas of of of expertise and where they're
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coming from first of all i'd like to go out for dinner
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a professor at the heck out
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very much viewpoint ah professor show
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there is a professor here at the university uh
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so what is your here very engineering professor well composite materials area is material sign
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i know that like to introduce uh if you have no respect
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to really i was headed to a vicious innovation for asset
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thought manufacturers i'm sure you're familiar with uh in the area of fort
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and thought finally how ross all our way is the director of
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media and business development for f. i. a formula thingy
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uh how it will be leaving from here to head off river where to do their
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next phrase and then it has in the not too distant future uh next month
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he will be here in switzerland for event interact which would be the first
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more race uh although rationed in switzerland for about thirty years so it's a timely
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visit to switzerland for him as well we're very pleased to have him in the rest of our uh our panelists here
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what i'd like to do because as i said before the very start this is a quite a broad uh ranging
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a session and our parents are coming from a wide variety of disciplines um
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i'd like to to to let them introduce themselves in terms of
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where they set in this discussion i will say that it is like materials
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and modern materials it's gonna be very much and interwoven discussion because
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in the discussions that we had previously it's very clear that there's a
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very very close connection between all the people here even though all
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they come from quite different perspectives so the or perhaps or start your
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under that we can work down this way with a a introductions
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where where you uh commit to this picture of designing for the future
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i have a within the yeah world of product design i have two different roles on
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one hand i'm a professor at the cal just the next door so to say
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and then the professor for product design so uh it's very interesting um
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to see that sports is becoming more and more important as well
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in the world of design in the academics and i have
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a product design office in zurich with about ten employees where
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we get confronted with the new needs of the clients
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very yeah so uh i'm miles goes by at the p. f. l. as a professor in the field of composite materials
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um my relation to lose sports technology and design is of
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course through the composite materials that i work on
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because a lot of the sports equipment on maybe with lightweight material it's all about the energy wrist
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fusion band been under good control between these so that's why i became involved in sports
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inigo a working essex a stands for and understanding corpus and someone somebody and
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in my new role what we're trying to look instead of inside that
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were really good intellect inside how we can look outside because
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it will have to go with with us that up so to go with other entities to make this innovation combine it fast
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and now i am good morning everyone um i'm i leave us alone from formally
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and they're my background is very much from a traditional rights older background so
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i've been involved cheap exactly the number for all clubs united kingdom i'm
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involved wrote the been involved in swimming so i have a
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i suppose the heritage of traditional murders a a traditional sports um
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and i think what i bring to the panel today is just a wee bit more perspective
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on our rights holders approach technology and my
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latest ventures been involved in in starting
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formally which is uh the world's first electric motor sport but uh as j. says
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is that coming to switzerland later this year and we're currently in our fourth season
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and it's a fusion of technology entertainment in the environment together
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um and i think you know i i this is exciting panel
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because i think ultimately what allows us to do this too
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challenge the way we think about sports and challenge to the way
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we think about the fusion of of technology on sport
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the yeah it if we take this in in um a number of steps in quite a methodical engineering style way
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um i we could first of all think of sport as
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a platform for innovation or enabler of innovation or a
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way to push forward innovation because it it is an
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area that not only stimulates a innovation but also
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i can bring it to market quite quickly very make i i think you had an awesome thoughts on this yeah we've we've had a lot
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of experience with the working with different types of companies from iowa space
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to do sports to ultimately i mean in the sports uh industry
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people are ready to bring innovation very quickly because they want to win or they want to be able to sell they want
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to be the first one to sell some new technology so we see that ah in if we work on something
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students in particular because sport is also very good way to attract a lot of uh interested students
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and uh we can gentle within the next month uh see this applied for example
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with uh we worked a lot with a boat companies with america's cup uh
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i didn't he for example sometime ago and there we had student projects we developed a new
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technology or a new idea and they were ready to put it so already the
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next month on the boat so this has been very exciting because then
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it's weekend then we need to i was pays the two other views but uh we get
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a lot of experience and a lot of new innovations that could be very ready tested
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and you find this for probably thilo and when when you're when you design something that
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you can bring it let's call it bring it to market quite quickly through sport
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yeah quite quickly i think if you make a a one off then it's easier but
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a big a big question is always how to mass industry lies that
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that's then the big question and perhaps even if you produce in switzerland or in
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europe it might be easier but even if you have a finding here
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and you know how to do it here than in some cases you have to transfer it for example to asia
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and skated up from making ten pieces to a million pieces a year which is then a whole different
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a challenge again well we could talk about bring information to your and that we just asked
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i think it's a it's a nice opportunity for the brands to
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to make what they call a a close personalise a production
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what it means that i think will have the opportunity to be more ecological produced was what we do
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and make it in the personalise weight because at the end everybody's different and
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it's a big opportunity to make customise it i mean for everybody
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because you know one of the things that came up yesterday frequently and work come
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up throughout this event is the push towards personalisation especially personalise content people want
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information that's the information they want they wanna watch entertainment that's the
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entertainment uh that they want it seems that even manufacturing
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could be moving in that direction to a certain extent you were saying is what they
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call the four point zero manufacturing is the three the printing all these mother
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until now it was really focus on one printing now technologies bringing a lot
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of possibilities to inject a carbon fibres that a lot of things
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and they see we'll see a lot of changes on this part because at the end is everybody's the
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fun is very easy to take your foot to scan all your body scan is very easy
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and uh it's because you go what has an and uh uh gonna can we have a lot of sense then has to come
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at at the the um
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the the mass scale and um how we obviously are sports variable with huge manufacturers
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better testing new technologies using sport just new technologies that they want to bring to the market
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quite quickly so sport yes or whatever type or what might happen sooner the better so
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but um there they use work as an r. b. lab in fact
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yeah i i think it's fair to say that that this is not new to much sport i
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think uh innovation if you look at formal one you find fuel injection you've got traction control
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um a lot of new innovation for the automobile industries come through motor sport
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come through that they talk about the relationship between innovation and um
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a racing in there you know ten years of r. and d.
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investments can can can be recruiting when you're racing because
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you know it's it's people against the clock and um when you put competition into people are
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are used to developing some great results so we started i suppose i'm our project
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looking at electric motor sports election vehicles which of lights
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uh hadley behind combustion engine of the past
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hundred years and we decided screw a championship together with sapphire
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a um which how to both develop relevant technologies
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for election vehicles and also use the marketing platform of
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sports which broke down i suppose the um
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the perception of the election vehicle the perception that lecture vehicle didn't have performance didn't have autonomy
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and we created motors for which was very very focused
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on areas that the manufacturers could invest in
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and and ultimately good return on investments and i think that that's the
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picture sense of of sports industry working together to common good
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so the the um the
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industry the manufacturing industry the automobile industry whatever industry it is
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can move probably use product as a market was was a marketing
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platform to communicate to sell but also they can test
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their new products in a way that attracts attention but also that is
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easier to do because the the the scale was smaller probably
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well you mentioned sailing is a good example that yeah skein
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is ah is more and also regulations are very different
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so all it's true that for example in descending world we do tend to try and not a lot of new materials
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and then they can be implemented maybe later on the numbers babies and so on
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so because the the regulations i mean thankfully also for us and i was beside restrict or a medical industry
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so it takes a lot of time maybe five years to develop a new material and tested and certified
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was was boards as long as you can show that you have a good performance you you just use it uh that's it
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the um one thing i think that's also happening
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is that um that sport is increasingly
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becoming a driver innovation because in the past it was more more passive someone
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uh an area where we would say yes we'll try new innovations will
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try new tools will try new products see if they work for team up
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for sport nowadays you've actually got clubs or sports that are investing
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in technology themselves or companies that are investing
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in sports related technologies are six you
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were saying is invested in a in a adapt that sport directly sports related
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that you you could almost think about us as a as a sport
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way of driving your business i thing at the end uh all
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all things that's as important as the businesses around at the n. a competition is
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getting really important then plug it in a way to to be on
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and also happened to the companies and then what we're trying is to find a
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way to connect with the consumers what we one is that uh we can
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make the life of the of the sport guys better because at the end spore itself
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and there is a sport has a competition part and has to have but
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when you mix both things is what interesting and for that reason
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what we're doing also developed and i flirt with having keeper that we we tell people how to
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improve the pace have to run how to improve but basically what we're doing is in
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improving the the way that the exercise because again with information with
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some intelligence on the back you can make the like that
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we could shift now into the next phase of this discussion which is about design for sport
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we were speaking before about sport as as a way to move design
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into the into the market more generally uh innovation into the world more generally
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but obviously we've seen a lot of innovation designed specifically for sport and um
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i was uh thinking still about i feel about what um what what design elements do you see
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coming yeah and that that it become more important in the world of sport
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and hadn't think that design uh it is affecting sport in changing it
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i think the human aspect is extremely important so it's a very uh human centred approach
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because now there as well technological possibilities that were not there before
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uh with all the equipment that we have now at our hands we cannot make a product only
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for the mass market but we can produce as well quicker for individual people and individual solutions
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and generally i think the uh and the whole
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sports and equipment manufacturers they've only be calm
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really keen on design in the last that's twenty thirty years and before that it was extremely
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an actor even but perhaps without um communicating it that easily to to to the market
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and um what's interesting now is if it that you look at the uh at at at markets
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there are a lot of of court player so they need to different shape each other's and from each other as well and their
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design plays a very important role and it was well occupied those
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those nations i think uh the that's very important now
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what home see the the connection or the relationship between
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uh innovation at the elite level the impact that
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it makes it the only level when you have a new product and how that fits into
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mass participation and and in into the rest of the market if you take a
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um of the sports product that's coming and what you think the differences
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well i think the difference is perhaps that that first you design and engineer on the higher level
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because all the top athletes are at the several at at the very and similar level
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and you need to squeeze out that one percent which is missing to be better than the
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others but then like it was mentioned before it's a bit the concept car thing
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that after some years making the top level better it
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will trickle down and uh the the mass a
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user will uh will really benefit from it but i think it's always they where you go first
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to uh to start innovation at top level what about aspects with what is your take on that
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i think it's really important to well first to the extreme that is the competition because is where you find the
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most different things the the extreme of what you need what this is all that is when you take
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it down it into another part of the design then when let's say when you haven't that lead you can
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only focus on the function when you go to the mass you have to fruition function plus design
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then i think it's really important for us to go to the competition too
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that's the product in the in the was condition and then when he
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goes to mass uh you have to make it also look nice
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but also you can make that connection between the old lead and the mass by
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with demonstrations or things that show that this product that's done at
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a high level but also be relevant to to the
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public and has six is that some uh experiments with that we make it this two years ago in new york
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and on the the talents we make the people is to keep the base of the a wreck or of the microphone
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as much as they can interesting thing we put them in the training and we put some security
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and uh they have to get that phrase uh normally martin is two hours and uh whatever
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they keep five minutes then the interesting part is the person cannot keep the pace of
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a amounts on runner more than five minutes it was somebody that was more
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it makes sense seeing how difficult is the ref to that because you see it on
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t. v. and looks easy uh_huh it looks that you can do it and then
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they realise how difficulties and i think that made me think how much effort on the back of the things
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and one would hope that it it shows them how far they have to go
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in terms of their busy all physical capabilities to get to that level that the show is
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not gonna solve the problem for the necessarily a lexical if you need to work
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also right well that it's interesting because we had some good timing out before this panel
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because it was an interesting article in the paper uh the other day then
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uh people might have seen about the us where they're having a
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controversy now about the what they call textured since women
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which are the high end it we performance so it's that
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are now being used by more more young people
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uh in the states and children are using them when in fact they don't
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fit they don't really do much much good um and they're very expensive
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and there's a controversy because uh they're saying if you have swimming competitions for children and
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their swimsuits it cost five hundred dollars some parents can afford them some parents can't
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uh so that skews the computation but also it makes you wonder about what signal that says to a ten year old
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uh if you're giving them a swimsuit you're kind of saying well this one so we'll make you a better swimmer and there's a great little story and that's
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uh i'm a article where there was a some research done by us a swimming
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and uh one of the parents or the actor was apparent went to the coach and such i invested that
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in a five hundred dollar swimsuit for my daughter and the coach said well actually
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i would suggest that the best thing would be to get your proctor sometime
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and i think that one of the issues with new york
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with that and innovation is that perhaps it can take
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the high off the sport where the discipline or the
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need to actually be doing by the sport properly
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how you can you said you had some swelling experience so yeah that maybe this would be relevant
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well listen i i think there's nothing like like hard work and being the best you can
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be but i think for members four point of view i think new technology in
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you know you can see when you come into the whole today the
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the the big buzzword in sport my muse e. sports and um
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e. sports in shame because is devoted to it's legal legends it's
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uh mine craft it's it's all sorts of games that that maybe don't
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relate to to the common sports and what we see is
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motor sport traditionally has been uh um environment where
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wealthy kids get options to drive go carts the then get funded on schemes
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they bring sponsorship and by the time you get the league level there's huge
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amounts of money involved in in in the pathway of of achieving
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um top top performance and what we see with something like easy sport now is
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that it to market size is sports because what it allows you to do is whether you're on a mobile
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phone whether you're on a playstation with you on an x. box whether on a high class simulator
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it allows us to to reach out to much bigger environment
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and test people's skills see whether there is that
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the the the the skill level that allows these people to be top class awfully so i think
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um innovation in the future of innovation can be very very exciting for sports that maybe had a
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uh gene pool which was was was was very very narrow what it
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allows us to do is now make motor sport mass markets
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and we're certainly looking at how do we you know why is it that there's no female
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driver do do you believe level of motor sports and and how do we get
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um hum you know diversity and backgrounds more female drivers
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i'm involved in the sport because knots what society is and and you know sport
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needs to constantly or of all of our and be related to society
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that and that catches on to the next topic which is really it's it's not just
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uh designing um sports equipment but it's really designing sport
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because the the the technology can impact the way that a sport develops but sometimes it just
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having an innovative approach to the sport an innovative approach to marketing an innovative approach to the use
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of data uh you were mentioning the data is is going to be more and more important
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were shoes back to what i think it's important for seven others for example what little is you can
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see innovation from begins with that they're really expensive or you can mean a vision for example for
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making sculpting of the three innovation you can see that a lot of
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people that were invisible in the past and you can see
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that you have talent that that's one way and you can fact then and for innovation and that uh you can improve yourself
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and uh i think uh innovation is not all about that is how
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you manage that that on a on a and that place
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use it for performance you can use it for that needs or you can use it for example for improving your
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they live and and this is where we we have to think how we make it affordable for everybody
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in in a you feel you were mentioning that the sports that elevated
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but what that of innovative and we're technology is displayed a bigger or the sports that we've seen growing over the past
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twenty thirty years uh compared to some of the more traditional sports that haven't evolved and haven't embraced innovation um
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is is this something that you see that's driven by technology now now not only technology to but it has
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i think a lot of a lot to do with the uh with the format of the sport
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so for example let's take ascii cross now which is much more spectacular than
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perhaps a slot on to watch so i think it's it's uh
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it's a mix between the format of the sport and the technology and the whole teams that work
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around sports but i think it's a lot about how it how attractive it is to watch
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and as well to do if you look at the last ten twenty years at
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the rays of all the let's call them extreme sports are fun sports
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it's crazy how they pushed the traditional sports out a bit of the of the viewing scheme
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so i think it's it has as well to do with uh with different habits that we have today compared to uh
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like only ten or twenty years but if you look at sailing which isn't something that you're aware of eric there's a sport
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that had that many years ago or years ago facial what challenges yeah uh_huh that for all these reasons it really expensive
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inaccessible and also not changing much yeah and also ah i mean we
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see for example with the america's cup and some of those races
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they were a bit boring to watch because it were lasting two hours
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in and they were just ah very far way so they really
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post and that will also with the design push the boat so that they would be much faster
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ah abysmal fun you make its ah so the races shoulder um more spectacular towards with
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baseball's downfall is with the rigid wings it almost looks like a plane now
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and uh and i think this is really uh been important for the savings
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boards because now a lot of people are interested people were not
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maybe watching ah these races knows not to watch them and and have
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fun and it's also true for racing on the main melody
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yeah another races on this late uh every year and they are trying to improve change
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a design new boards uh every time the normal fun to watch more phone also for the people to
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to to do it and to play with so it's uh goes both ways
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i think when it you know there's always the question of cost of these things and if you take the automobile area for
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example you got manufactures they're willing to invest in a nation in in the case of the uh it we sailing
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america's cup obviously it uh at at one level you've got huge companies that are willing to invest
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in developing technologies but for a lot of and and and and innovating uh_huh but
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for a lot of sports let's call the mormons participation sports maybe that
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capacity to invest is not there in that capacity to innovate so maybe it requires a different mindset
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to be able to innovate i think probably mention swimming on it which is the classic
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well of mass participation sport that i mean we talked about the swimsuits but
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swimsuits apart which is you know only a certain kind of innovation
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swimming swimming right i mean has a has a change has a bit of it but i i i think the one thing sure is
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that all sports need to keep up with modern technologies and and
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i think i'm assuming is are different i mean we are
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we started formally and and the view was to take the sports the people and so we we we
00:26:25
drive in these i conic environments where there's hong kong with this new york city zurich berlin
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paris rome these spectacular backdrops and the circuits around
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about two point three kilometres inland serve
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so we look to minimise the impact on the local environment but what i think it's really interesting is
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we came up with the concept which was about participation participation is a uh
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a core element and part of the d. n. a. in informally and we came up with
00:26:53
a concept called fond loosed and for those of you that are traditional sports fans probably
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um uh makes you feel uncomfortable and and uh i know when we first started talking about
00:27:04
it there are some of us that felt uncomfortable but essentially what it is is
00:27:08
you vote for your favourite driver through social media what that that what
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happens as a result of that is the top three drivers
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do something colour found loosed which allows them to push a button during
00:27:21
the race and get extra energy which either allows them to overtake
00:27:25
or to move or and and avoid a uh another car overtaking them
00:27:30
and we feel that this is innovating it's modern it's inclusive
00:27:35
and the way that we look at it is it's like having
00:27:37
a home much for uh for for the football um where
00:27:42
if you're a great in your in your own stadium you um of you know thousands of fans cheering you want
00:27:48
if you're in your own country like berlin this week and next seinfeld or daniel out
00:27:53
well a higher number of votes because it's it's it's a home race for them so
00:27:57
i think there's examples where um you don't need to go to the heart of the sport change it
00:28:03
you may be just need to look at um how
00:28:07
your sport relates the technology around whether that's
00:28:10
fan base like we've done which is social boating or whether it's a are we are
00:28:16
um i i wasn't really are talked about in terms of its allowing people to have a more um are sort of
00:28:22
and also uh an experience which is unique to them so whether it's virtual director
00:28:27
um these iterations and developments helpless i think to have a more personal experience with sports
00:28:34
and you know sports like swimming i think what will evolve into those sort of areas served
00:28:39
but long winded but uh frankly but but also when you mentioned these these uh these kinds of innovations
00:28:46
often they come back to data again and we've heard the word data
00:28:52
it's so frequently here um it it seems that so much of the technology
00:28:58
that's coming down the pike needs to be in some way smart technology
00:29:03
um and that if you're going to you you as if you were saying if you can have shoes they need to be smart rooms eventually if
00:29:10
i i think first of all has to have a base i mean the issue has to be good guy has to be a graduate nothing
00:29:18
but i think it's important because it's not only should issue make a a sense
00:29:22
but that the in the sense you use that show for improving just for
00:29:26
for being more have here then that what has to help used to make that but
00:29:31
means at the end issues uh to and that is a tool you have to put all that those together to make it happen
00:29:37
and and uh and going back a little bit to to the previous but i think they
00:29:40
were telling is i think that to kind of a sport or sports that are massive
00:29:45
and needy on the back and then you have money in the back to
00:29:48
research then you have a spores that that's the people involved even
00:29:52
is not media and and you can have a set and then there's for that than forty there really is more is very difficult
00:29:58
then why the song that with that that if you have that that you can make yourself indebted way
00:30:03
if let's say uh if we want to really develop a sport that a small
00:30:07
the more that i would have been a a cost effective way it will be easier because i
00:30:11
think the first group is really the everybody put mono and formal one in a football whatever
00:30:17
yeah sports like uh uh let that are uh ten is a running that that massive and everybody puts
00:30:23
their small spores that they've were able to get that that would make improvements it will be easier
00:30:28
and in in the one of the things that we've noticed of course um with all these things
00:30:35
we mentioned data but it also has to do with the reality the physical
00:30:38
reality being able to create products using materials better enable you to
00:30:44
put that capability into something that people could where we talked about where was the other day
00:30:50
is is continuing to move are we still making improvements are we got about
00:30:55
as far as we can go in making things while you're easier
00:30:58
no no i don't think we've we can still involved is there's no otherwise we wouldn't be here the research but
00:31:04
uh there it's evolving ah in the them and now we see
00:31:08
also that huh we can combining um materials like structural materials
00:31:13
with the sensors embedded in them for example so you could think of having you ski or years shoe that will also
00:31:19
at the same time record some information do you feedback on where you say if all
00:31:24
you know did you do too much not enough ah how did you practised
00:31:28
so i think it's uh oh i it's becoming more more uh oh ooh
00:31:32
or at least with the mini miniature relational sort of the sensors know any
00:31:37
you know before you had to carry a backpack with everything if you wanted to money to something
00:31:41
no it's only in in a small chip that you can have uh integrated in the material
00:31:46
so that in that range uh we we still have a lot of problems to make
00:31:49
and there's still a lot of opportunities to at some other cursed made a is
00:31:54
sometimes the innovation in product designer or doesn't need to be
00:31:58
huge over white or materials was important 'cause which if you think of tennis
00:32:02
other way that's changed i'm not only the tennis improve the only
00:32:06
and with all these great innovations and they can hit the ball hard or whatever but the game actually became easier
00:32:13
work for people at what we're in because of the wider materials and do things that they introduced
00:32:18
uh so that the barriers to entry uh became easier sometimes
00:32:24
it's not i mean it it doesn't involve date it doesn't involve
00:32:30
you back kind of innovation it's it's more basic innovation
00:32:35
yeah but still i think what's nice is that that they thought this gives you the
00:32:38
foundation on which to build the house you don't you don't guess you know
00:32:43
and then with the materials that's the that's the materials with which you build the house
00:32:48
and then i think the design it gives it shape makes it look
00:32:51
nice but what what is is well very important is that it
00:32:54
gives you know makes it accessible uh_huh you get the door handle
00:32:58
but it that's as well communicates this exterior because if you
00:33:02
if you have good ideas if you have good materials as long as you cannot communicate them
00:33:07
and as long as people don't get what the idea behind this it doesn't matter soul
00:33:13
i think what's changed is that engineering and marketing and uh uh design
00:33:18
now we work more hand in hand and perhaps every before
00:33:21
and we used to be a perhaps um separate disciplines but now every
00:33:26
uh this thing is needed to make a nice holistic yeah
00:33:30
result at the end and holistic also with the with the perception sports because
00:33:35
people have more of a perception of sport now that the stars not on as well
00:33:40
we you know it it that there is a chain that there is a
00:33:43
there is something bigger that goes on in in making that performer
00:33:48
not in all cases but in many cases uh enabling them to do what it is that they do it
00:33:53
yeah and there are some nice nice examples i think in professional sports we have
00:33:58
allowing the um i've mentioned before in our all done that now
00:34:02
all the running shoe brands they want to uh and
00:34:04
to get the marathon run below two hours which was not even thought it would be realistic some music all
00:34:10
and when you look at those missions which are marketed very well for the companies by the company
00:34:16
through documentaries and so on you see it's not only about the athletes it that it's about
00:34:22
nutrition and it's about the psychology of the athlete and they're huge teams around them
00:34:26
uh so in every in every field there is implied imply team play otherwise won't get there
00:34:32
team play speaking of which from the team out there how about some questions for our panel if there are any
00:34:39
um i see one in the back there um if we could get the
00:34:44
i could hurl that across the room but i think it's better do it this way right if if you could
00:34:49
say who you are place um it's uh uh that help things that's that's the last uh still right so
00:34:56
um i was gonna make a comment on low fat comment about a chicago t. t. j.
00:35:02
do you i it's it's a multi disciplinary dietitian
00:35:07
performance the athlete was not walked english it
00:35:12
you really think a lot because you look at those projects carefully asked is the founding themselves up to project
00:35:17
which he's trying to do all those things you say asking it to the project because also but i don't think let's let's forget about
00:35:24
but you know all they really trying to push the envelope is it just that
00:35:29
the greatest the most marketing tool just such that consulted at fifty bucks
00:35:36
yeah of course i think i don't uh nobody wants to hide the fact that that
00:35:40
the and it's great marketing and that um it really works i think so too
00:35:45
um but really i think on this topic that top level of um of athletes
00:35:50
they're all very good so all the things that are needed
00:35:54
to make somebody one percent better than the whole rest
00:35:57
so yeah the goal is marketing but the means are needed to to achieve that
00:36:03
that's what i believe i totally agree on just for it to the fact that these
00:36:07
projects tend to be packaged split some marketing that's why i think yeah thank you
00:36:13
i mean you know but i you know if you look at investment um
00:36:16
marketing investment you look at the clock the shoe manufacturers for example
00:36:21
think of a huge marketing money that they put into football uh i think of the clubs in in
00:36:25
to certain players um that's a choice that a manufacturer makes isn't it because that money that's invested
00:36:31
in those relationships is not necessarily going into into innovation is it
00:36:36
but in fact with only there's input but we decide that we don't want
00:36:40
to uh spend a a lot of money on on on that the
00:36:44
spore for several reasons but with really decide to invest in a research and looking upset how
00:36:51
we can do it well then does a matter of additional whole uh you as
00:36:54
a company want to if you want to be more focused marketing or you want to
00:36:58
be more product focus of the and all of us would make marketing yes
00:37:02
but that the n. all of us will have a different focus on in our case our focus is want to make the best products
00:37:09
and we try to do it and uh it's a constant level element to that will more
00:37:14
sports classic example you know words the where do you draw the line between marketing performance
00:37:20
uh uh you know i investment it you know this there can be a focus of
00:37:23
the best but i think you were in the uh formally you've got quite strict
00:37:29
limits on on how you can innovate or of let's let's say you know
00:37:34
they how you can your your your margin for being able to
00:37:38
to differentiate yourself within the rules will first of all thank you as it was it was a great question
00:37:43
and and i think the way that i would on certain i'm i'm not from a shoe company buddies
00:37:48
but ultimately i'm sporting bases can go hand in hand and i think that's the
00:37:53
important point here is that we're trying to use is sports a platform
00:37:58
two illustrates um bases challenges and solutions to those challenges
00:38:04
and we formally we decided to do is to um not create
00:38:08
championship which is super fuelled on aerodynamics in wind tunnels and
00:38:13
investments of a hundred million plus we've decided to do is
00:38:17
to to keep the differences between the teams manufactures
00:38:21
very specific for there is the car companies need to develops that's the efficiency of electric motors
00:38:28
it's the software that goes with those motors is the in invert servers and it's um uh did your boxes
00:38:34
so what we've tried to do is to ensure that there's a proper return
00:38:38
on investments so that what we do is we create sustainable sports
00:38:42
which is a stable for the environment but we also make sure that sustainable sports
00:38:47
to the future economically so that each the stakeholders can can can can balance i think
00:38:52
that's the important point of um ah you know whether it's a
00:38:56
shoe manufacturer whether it's a a a maker of equipment
00:39:00
they've got to be able to get to the right return investments and and i think what we talked about today's
00:39:06
how can we popular ice for how can we use innovation c. to
00:39:11
make sure that people can be the best that they can be
00:39:14
and i think everyone in the room here probably agrees with that point is that innovation is
00:39:19
an enabler ah at the mall resize or and uh helps us all to succeed
00:39:25
and there's also i think a perception increasingly in the world away that you have to be perceived as an
00:39:31
innovator uh_huh it's not only that you have the end of it it's that you have to be percy
00:39:37
as as an organisation or as a brand reasons for that is
00:39:42
changing that wants to change which of course bits and
00:39:46
very nicely with the design world because design is all about imagination and and change and being different
00:39:54
uh do you think the design if you think about designing for the future you
00:39:59
think it's you being pushed voice work to to innovate in terms of
00:40:05
of design i yeah definitely because there is the the models as well to innovate
00:40:10
so when we get the briefing there's that month that it needs to be
00:40:14
market that then in here too but i think even saying this what's really important
00:40:18
that this that you always stay on this with the design because now to
00:40:22
that nowadays there are too many possibilities as well to the public to find
00:40:26
out if you either lied to them or make something that doesn't work
00:40:30
doesn't work anymore so i think this honesty to design and to not just invent stuff
00:40:35
uh enough for the sake of it but really to innovate for a reason
00:40:39
that's a very important point and that's as well why styling uh
00:40:43
will always call away a bit more from pure styling that's
00:40:48
like perhaps all design which is more on this superficial it is
00:40:52
but it will uh be very useful approach to it
00:40:56
i can't think of a better note to end on then then then that one which is the idea that the design has to be genuine
00:41:02
it has to do whatever it can't just be designed for the sake of design or or style or fashion
00:41:08
that this lady is not the direction that things are are going in nowadays
00:41:15
thank you very much to this panel we're gonna stick to our or a timetable

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Conference program

Welcome Words by David Eades
David Eades
15 May 2018 · 9:06 a.m.
Welcome Words by Philippe Leuba
Phillipe Leuba, Chef du Département de l'Economie et du Sport
15 May 2018 · 9:08 a.m.
Welcome Words by Grégoire Junod
Grégoire Junod
15 May 2018 · 9:13 a.m.
Welcome Words by Benoit Mariani
Benoit Mariani
15 May 2018 · 9:15 a.m.
Hacking the Future
Andy Walshe
15 May 2018 · 9:25 a.m.
Talkback Session: Smart Venues, Moderated by David Eades
Daniel Marion, John Rhodes, Claire Lewis
15 May 2018 · 10:18 a.m.
Talkback Session: Wearables and Data, Moderated by David Eades
Terho Lahtinen, Jean-Christophe Longchampt, Christophe Ramstein, Patrick Schoettker
15 May 2018 · 11:04 a.m.
Talkback Session: Fans and Data, Moderated by Rebecca Hopkins
Horesh Ben Shitrit, Pete Burns, David Lampitt, Clemens Schnellert
15 May 2018 · 11:46 a.m.
Interviews, Moderated by David Eades
Stéphane Guerry, Joey Tan, Olivier Glauser, Albert Mundet
15 May 2018 · 1:45 p.m.
Talkback Session: Machine Learning and AI, Moderated by Jay Stuart
Nicolas Chapart, Nicolas Déal, Johan Vounckx, Mehrsan Javan
15 May 2018 · 2:37 p.m.
Speech
Jochen Färber
15 May 2018 · 3:14 p.m.
Talkback Session: NextGen Video & Engagement, Moderated by Nicolas Henchoz
Christoph Heimes, Spencer Nolan, Pedro Presa, Alexandra Willis
15 May 2018 · 3:30 p.m.
Interview on Security
Earl Crane
15 May 2018 · 4:08 p.m.
Talkback Session: Cyber security and Digital Security, Moderated by Sébastien Kulling
Dang Duy, Thomas Shorrock, Jean-Pierre Hubaux, Simon Trudelle
15 May 2018 · 4:19 p.m.
Introduction of Day 2
David Eades
16 May 2018 · 9:35 a.m.
Social Business and Sport
Muhammad Yunus
16 May 2018 · 9:38 a.m.
Talkback Session: Designer Bodies - Yes or No? Moderated by David Eades
Roland Sigrist, Vincent Gremeaux, Carlos Canto Alvarez, Véronique Lugrin
16 May 2018 · 10:27 a.m.
Talkback Session: Designing for the Future, Moderated by Jay Stuart
Ali Russell, Emilio Risques, Véronique Michaud, Thilo Alex Brunner
16 May 2018 · 11:08 a.m.
Talkback Session: Protection through Innovation, Moderated by Mike Miller
Liam Mc Tiernan, Laurent Mekies, Eric Nauman, Martial Saugy, Mathieu Saubade
16 May 2018 · 12:04 p.m.
From Racing to the Road
Laurent Mekies
16 May 2018 · 1:32 p.m.
Talkback Session: Understanding the eSports Ecosystem, Moderated by Jay Stuart
Brent Barry, Anna Baumann, Julien Delalande, Michael Journot, Carlos "ocelote" Rodriguez Santiago
16 May 2018 · 2:05 p.m.
Talkback Session: What's next in eSports? Moderated by Lars Stegelmann
Brett Abarbanel, Stefan Kuerten, Jan Pommer, Federico Winer
16 May 2018 · 3:05 p.m.
Closing Words
David Eades
16 May 2018 · 4:06 p.m.

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