Track A - Market, Economy, Innovation

Time	Wednesday the 15th of September
	Track A Track Chairs: Urs Guggenbuehl, Dr. sc. nat., University of Applied Sciences St.Gallen/Sofia Moreno, eVia-AETIC/ Martin Jaekel, Dr., French National Research Agency
Track rationale	The population of the elderly is growing steadily in many developed countries and demographic change will thus affect their markets and economies. This change presents not only new challenges to society but also opens up new market opportunities. This track looks at the new markets developing around the elderly population as a target group and discusses appropriate business models to meet the needs of the elderly. It will also discuss the difficulties SMEs have in developing innovative products for the elderly and bringing these products to market. Subsequently, the session will also consider the economic challenges arising from the demographic change as well as the standards and best practices needed to cope with this challenge.
Theme	Market, Economy, Innovation
16.30-18.00	A1: Silver Markets
Session Rationale	“Silver markets”, i.e. markets driven by elderly consumers, represent a significant economic potential today as well as in the mid- to long-term future. Despite this potential, ICT-based solutions for the elderly are often difficult to place on the market and have difficulties to attain the anticipated market success. Consequently, it may also prove difficult to translate the ICT R&D projects funded by AAL into commercial success. This session has the aim to formulate the problems hampering access to silver markets and address these problems using practical examples as well as theoretical considerations. The session will therefore give insights into how to access silver markets in operational terms and show some of the pitfalls to be avoided. In particular, the session: • Seeks to define “silver markets” and their properties (within the limits of current experience) • Explores the true needs of the end users of such new products and technologies (e.g. the elderly, health care personnel, insurance companies, etc.) • Puts the constraints that such end users experience in focus • Presents case-studies on marketing products to silver markets • Provides a showcase that allows you to experience yourself the needs of elderly consumers
Speakers	Chair: Hubert Oesterle, Prof. Dr., Institute of Information Management, University of St.Gallen Philipp Osl.pdf, University of St. Gallen, Competence Center Independent Living: Silver Markets - What are we talking about? Anne-Sophie Parent, AGE Platform Europe: Is the market ready to adapt to an ageing society? Leveraging innovation focusing on the needs of older people Ignacio del Arco Herrera.pdf, Dr., i2BC (Institute of Innovation for Human Wellbeing): Ambient Assisted Living (AAL) as an emerging and tractor industry in Andalucía: A prospective impact study of the deployment of AAL based solutions in the regional industry and economic sectors Lutz Kubitschke.pdf, empirica Gesellschaft für Kommunikations und Technologieforschung: Evidence on current AAL Markets - Selected outcomes of the ‘ICT & Ageing Study’ Florian Kicherer.pdf, Fraunhofer Institute for Industrial Engineering IAO: Use what you’ve got: integration of available technology into successful business models for healt
Time	Thursday the 16th of September
09.00-10.30	A2: Conceptual approach
Session Rationale	Current business models in AAL may be misleading. At first glance, if we take into account the forecasts regarding the ageing of population in Europe, we might face very promising opportunities. It is a fact that ICTs have proved to be a great ressource for public administrations in the sustainability of the state of social wellbeing, while improving the quality of life of the elderly population. But such an attractive market is still somewhat unexplored … We must tackle several barriers, such as the strong influence of a fragmented public sector, the digital gap of actual potential users, the lack of standards. Nevertheless, there are some constructive approaches to find a gap in the wall and some of them are going to be presented here.
Speakers	Chair: Chris Flim, Drs., Flim P&C Patrik Eklund.pdf, Prof., Umeå University: OBSERVE-ASSESS-DECIDE for information-oriented elderly care Ad van Berlo.pdf, Smart Homes: A successful approach in supporting SME’s in developing AAL products in the Netherlands Antonio Kung.pdf, Trialog & Gunnar Fagerberg , Swedish Institute of Assistive Technology: Business Models as Prerequisites to Standards Round Table: Conceptual business models: the big picture and some pitfalls Chris Flim.pdf, Drs., Flim P&C Kevin Johnson.pdf, Cisco Marielle Swinkels.pdf
13.00-14.30	A3: Quality aspects of AAL interventions • how to assess / measure impact of AAL solutions • indicators and quality standards • measuring market impact • methodology of assessments • Ethical/legal Aspects
Session Rationale	The AAL market needs yet to be established. A typical indicator of a mature market is its interoperability, which is based on established standards. In this session we want to look at the activities to develop standards for the AAL market, especially for the quality aspects of AAL interventions. There have been numerous experiments and smaller-scale pilot projects developing and testing Independent living, telecare and telehealth solutions. It remains a challenge, however, to strengthen scientifically acceptable measurement of the anticipated improved quality of life for the users and socio-economic benefits for the care systems. Solid evidence on common indicators and statistically significant impact measurement methodologies are essential to convince policy makers and industry to invest further in wide deployment and uptake of solutions. The session is a follow-up on the European Commission’s initiative to bring together the approaches of individual projects and to set up mechanisms for best practice exchange on indicators and methodologies employed, in order to advance comprehensiveness and ensure comparability of evidence to be used for meaningful policy and investment decisions.
Speakers	Chair: Urs Guggenbuehl, Dr. sc. nat., University of Applied Sciences St.Gallen Claus F Nielsen.pdf, AAL Forum 2010 Programme Committe Chairman, International Manager, DELTA Business Development: User Assesment & ICF Marco d'Angelantonio.pdf, CEO, Health Information Management SA: The quest for an affordable AAL solution: from concept to reality Petra Wilson.pdf, Dr., Cisco / Continua Health Alliance: TREAT - Telemedicine Readiness Evaluation and Assessment Tool Peter Wintlev-Jensen.pdf, Head of Sector, European Commission: Assessing the impact on quality of life and efficiency gains of care from ICT for Ageing Well solutions, Perspectives from the EU Hubert Oesterle.pdf, Prof. Dr., Institute of Information Management, University of St.Gallen: The Crux with the AAL Business Models
15.00-16.30	A4: Innovation in SME (Objective: Sensitise all the stakholders in AAL for innovation)
Session Rationale	SMEs have a lot of characteristic difficulties ining when it comes to doing innovation. Typically they take up innovation due to a lack of human and financial resources. They usually underestimate the time it takes to get an innovation on the market and are not willing to take the risk to continue. For SMEs the operational daily business is the main concern, at the expense of the strategic planning which is necessary to get the innovation on the market. The following session will look at the typical difficulties SMEs face and suggest enabling factors for performance in innovation.
Speakers	Chair: Sofia Moreno, eVia-AETIC & Urs Guggenbuehl, Dr. sc. nat., University of Applied Sciences St.Gallen Carmen Pastor.pdf, TECNALIA (Health & Quality of Life Unit): Analysing the Assistive Technologies ICT Christian Schoen.pdf, Dr, GTN: European support for European successful SMEs Jose Manrique.pdf, Andago Andri Faerber.pdf, Curena AG Michael Brandstoetter.pdf, CogVis Jørgen Thomsen.pdf, Head of Department, Medisat A/S Antonio Remartinez.pdf, Dr., Ibernex Ingenieria S.L. Urs Guggenbuhl.pdf
Time	Friday the 17th of September
09.00-10.30	A5: Meeting the challenge of demographic change on an economic perspective
Session Rationale	The European population is growing older and older. Today the median age of the European population is 40 years and will increase to 47 years in 2050. Today the 20-to-64-years-old makes up around 64% of the whole population and the over-65 17%. In 2050 it is estimated that the 20-to-64-year-old will decrease to 55% of the population and the 65+ will increase to 28%. With this increase in numbers of the elderly population in mind, it is important to look at the financial capability of this population. Todays employees are normally pensioned off at 65. There are still 4 working employees to one pensioner. This will change rapidly to a relationship of 2:1. The presentations in this session will elaborate on a some pressing questions raised by the demographic challenge: Are pension funds fit for the future? Can the buying power of the elderly be maintained in the future? What economic strategies are required to meet this challenge? Do we need to keep elderly people longer at work? What implications does this have on the traditional employment policies? Does the inter-generational contract need to be newly negotiated?
Speakers	Chair: Christian Wehrmann, VDI/VDE-IT Chritian Wehrmann.pdf, VDI/VDE-IT: The Joint Progamming Initiative on Demographic Change in Europe Ignacio Perez.pdf, Value Creation: SENIORLAB. An Example Of Employment Innovation Francisco Perez Trejo.pdf, Senior Advisor, TCSP Maggie Ellis.pdf, London School of Economics Rodd Bond.pdf, Director, Netwell Centre: Embedding AAL into the WHO’s Global Age-Friendly Cities Framework