bridging the gap between information and insight filebridging the gap between information and...

b r i d g i n g t h e g a p b e t w e e n i n f o r m a t i o n a n d i n s i g h t

ACUITY

Keenness of insight, acuteness

MARKET INTELLIGENCE The timely formulation of actionable

insight through information acquisition and analysis

Business Focus Emerging-technology market and

technical analyses for targeted vertical industry solutions.

Technology Focus Identity Management

Authentication Biometrics

Vertical Industry Focus

Financial Services Transportation

Government Healthcare

Select Acuity Clients Aladdin Knowledge Systems

Aoptix Authentec

Ball Aerospace Biocom

Booz Allen Hamilton Central Intelligence Agency

Communication Intelligence Corporation Datastrip

Department of Defense Digital Persona

Digimarc ID Systems Electronics & Telecom Research Institute

IBM Global Services Identix

Morpheus Technologies National Institute of Standards & Technology

Northrop Grumman, TASC On Guard Plus, Limited

PingID, LLC Recognition Systems

RSA Security SAFLINK Corporation

SAGEM SoftPro

TelTech/Find SVP Texas Instruments

Unisys

Corporate Headquarters Acuity Market Intelligence

640 W Linen St Louisville, Colorado 80027

+1 (303) 449 1897 www.acuity-mi.com [email protected]

Acuity Market Intelligence cuts through the clutter of information overload to provide technology neutral and vendor independent industry insight and analysis for emerging technology markets. The core of Acuity’s knowledge base is fundamental understanding of technology evolution, emerging market development (See Acuity’s MDM© Market Development Methodology on reverse side), and how technology is adopted and deployed most effectively in targeted vertical markets. This knowledge is applied through proven tools and techniques to help vendors, integrators and end-users:

• Identify, Prioritize & Size Lucrative Markets. • Define & Analyze Targeted Vertical Solutions. • Create & Evaluate Market Development and

Adoption Strategies. • Achieve Sustainable Market Dominance. • Evaluate Deployment Plans within the

Context of Generating Real ROI. Market Development Expertise Market Analysis – Identification and evaluation of key technological developments, market trends, industry players and deployment effectiveness. Opportunity Analysis – Highly granulated vertical market segmentation and identification, prioritization and sizing of the most lucrative opportunities for a given product or service Solutions Analysis – Detailed solutions requirements and functional specifications for applications of emerging technology. Due Diligence – Evaluation of market players to ensure opportunities have been adequately and accurately assessed, financial, operational and strategic plans are in place to create sustained market viability, and product and service quality can be demonstrated. Strategic Planning – Creation of highly leveragability plans to develop, evaluate and deploy emerging technology based solutions with the objective of achieving the highest degree of customer satisfaction and sustained market dominance.

Client Services Clients leverage Acuity’s knowledge and expertise through a range of off-the-shelf, semi-custom and fully custom product and service offerings. These include: Executive Briefings – Interactive sessions providing targeted insight to select groups of Executive Management. Consulting – Custom projects designed to support specific Client objectives Segment Tracking – On-going coverage of technologies, players and market drivers and dynamics of a particular industry sector or technology marketplace. . Reports – Periodic and one -off targeted analyses focused on a range of topics including: technology evolution, application development, vertical market adoption and competitive analysis. Research – Standard and semi-custom research projects designed to address specific industry knowledge gaps . Workshops – One to two day intensives presenting Acuity’s proprietary methodology for applying proven tools and techniques to identify, prioritize and size market opportunities.

Please contact Acuity Market Intelligence for additional information on services, availability and fee structures

Copyright © 2006, Acuity MI, LLC DBA Acuity Market Intelligence

bridges the gap between information and insight

Internal Inventory Opportunity Analysis Market Strategy Penetration Plan

•Industry Sectors•Target Markets •Adoption Map

•Niche Market-Penetration Map

•Positioning •Programs

IDENITFY PRIORITIZE DOMINATE

Expertise Skills Contacts Customers

Segmentation Granulation Ranking Sizing

Niches Defined Market Dev Grid

Competition Partners Target Solutions

©Acuity Market Intelligence

Acuity's MDM© - Market Development Methodology






























Acuity's MDM© - Market Development Methodology

Acuity’s Market Development Methodology is a three-phase process. Though phase boundaries do overlap, they are generally defined as follows: Phase I - Identify Internal Inventory: Surveys and brainstorming session with key executives, business unit teams or entire staff - for start-ups – to catalogue tangible resources and intangible assets. Data points include individual and organizational skills and expertise, industry knowledge and contacts in current and potential markets, existing products and services and those in development, strategic relationships and established customer base. The most attractive industry sectors for a particular organization are identified. Opportunity Analysis: Industry sectors must be vertically segmented against horizontal applications and further granulated into vertical target markets charted against targeted application solutions. A series of two factor opportunity-ranking grids are used to perform initial prioritization of target markets based on markets with the most extreme points of pain. These points of pain are driven by factors such as business process issues, government and industry regulations and failures to adequately serve customers. Top-down market-sizing models indicate the most lucrative target markets. Adoption maps are developed to track the evolution of the application solutions within these target markets. Phase II - Prioritize Market Strategy: Target markets are further granulated into niche markets, which represent opportunities that are two to three times current organization or business unit revenues. This size constraint is designed to limit the market definition to one that can be dominated i.e. 30 to 60 percent market share can be achieved within 12 to 18 months. The market development grid is used to identify leverage points across niche markets and to construct a market penetration map. This map progresses from an initial niche market outward in a triangular network or Bowling Alley* configuration that maximizes these leverage points. Phase III – Dominate Penetration Plan: The competitive landscape is evaluated with an eye towards transforming adversaries into allies. Targeted Whole Product Solutions* are defined through strategic partnering. Market positioning and highly targeted marketing, PR and sales programs are developed for each niche in sequence.

*© The Chasm Group

640 w linden st louisville, colorado 80027 +1 303.449.1897 www.acuity-mi.com

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