Opportunity-driven technology roadmapping: The case of 5G mobile services

Given the increasing significance of technology-push strategy and market-driven strategy, an integrated approach to technology roadmapping that considers both strategies in a systemic way is needed. To satisfy such need, this study suggests a novel roadmapping approach, named opportunity-driven roadmapping. It integrates the identification of technological opportunities in a retrospective manner and the proposition of future values in a prospective manner. During roadmapping, three canvases (value proposition canvas, technology solution canvas, and roadmap canvas) are used and three analyses (scenario analysis, patent analysis, and relationship analysis) are employed to support decision-makings for each canvas. Since mobile services industry has numerous business opportunities due to the emergence of 5 G telecommunications technologies, the suggested approach is applied to mobile services industry to verify its usability.