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FI-WARE Exploitation Market Analysis, Exploitation Plan, IPR Management and Market and Policy Awareness. http://www.fi-ware.eu http://www.fi-ppp.eu. 11.1 Market and Competition Analysis. Changes introduced. New overall vision has been produced Operators are not the only objective, - PowerPoint PPT PresentationTRANSCRIPT
http://www.fi-ware.euhttp://www.fi-ppp.eu
FI-WARE ExploitationMarket Analysis, Exploitation Plan, IPR Management and Market and Policy Awareness
11.1 Market and Competition Analysis
• New overall vision has been produced› Operators are not the only objective,
› We introduce the fact that most hi-tech industries have become platform battlegrounds, where convergence between IT, internet, telecommunications and media services and technologies occurs .
› However, companies are planning to sell different element independently
• New data and input from Platform Strategy Market Analysis included.
• Convergence HW-SW. › FI-WARE wants to be hardware agnostic
• Hardware is available but we are open to new implementations. We would like to expand to the future, particularly to new protocols such as html5
Changes introduced
Response to comments
11.2 Exploitation Plan including IPR Management
Answers to commercial questions individually by industrial partners• Identify the key segments, “ identify where FI-WARE is particularly useful - FI-WARE “Two sided
market”- End Users and Developers• Identify the main channels will be used to reach the various customer segments (Developers and End
Users) and the marketing tools should be designed to be usable by the internal sales force.• Identify the strategy to ecosystem management and attract as much developers as we can
(Starting the Definition of the objectives for the planned Open Innovation Lab)
• Analysis and Refinement of the existing FI-WARE Legal Notice that fulfills the needs of the three involved partners
• Include the Terms and Conditions of the usage of the FI-WARE Contributions within the WIKI documentation
Commercialization
Marketing plan
Define Key IPR Principles
Involving our marketing units (Seville). It will be accelerated when they see the results of the test. Define FI WARE Platform Strategy based on the previous Platform Strategy Market analysis
• The objective is validate a common Platform Strategy as a whole and not as a loose collection of GEs
11.3 Market and Policy Awareness
• Include inputs from Platform Strategy Market Analysis regarding regulation of platforms
• Cities are being contacted- additional contacts with European cities to wide geographic extension, • Support from business associations• Open innovation initial definition• Events are being organized• Planning Hackaton• Events of different cities• Support from authorities• Interest in the coming call 3
Future plans
the main impulse will come from the Open innovation lab and phase 3, when real users and results are expected.
Changes introduced
Exploitation Strategy scheme
M 12 M 24 M 36
FI-WARE Strategy settle the basis to coin an ecosystem around its technology and concept and the initial blueprint for build up a realistic
business model
Market Analysis
FI-WARE Strategy
Business plan and
economical model
Market Plan
Go-to-Market
Platform Market Strategies Analysis
ICT Market Trends Analysis
SWOT Analysis by FI WARE component
FI-WARE Value Proposition
FI WARE positioning
FI WARE Impact
FI-WARE Strategy definition
Individual Exploitation
Third Party Enablement
Regulation concerns
Initial Business Model Definition
GE´s Business Description
IPRs Principles
Test Bed and Sustainability
Definition of the costs structure
Define revenue sharing business models regarding aggregation, composition, bundling, mash-ups.
Business Plan elaboration
Open Lab definition and Operational implementation
3rd FI-WARE Open Call focused on “designing and implementing a plan to accelerate the participation of developers
Sales deployment plan
Distribution policy
IPR, competitiveness principles
Offers and price descriptions
Business SLA (violations and penalties)
1 2 3 4 5
FI-WARE Exploitation. Structure of deliverable
D11.3attract organizations
identifies the potential barriers
D11.2internal functions of exploitation
D11.1external factors
PlatformRegulation
Platform Market Analysis SWOT Impact
IPR Management
Policy
FI-WAREStrategy
Political barriers
Regulation concerns
Dissemination Actions
GE Business Description
Business Canvas
SustainabilityAttract
Business model
Vision Value Proposition
Individual Exploitation
Plan
RegulatoryTools
3rd party enablement
11.1 Market and Competition Analysis
7
What is a
platform?
FI-WARE value
FI-WAREValue
Proposition
Business models
Why Platforms?
Business ecosytem
SWOT(global and
per chapter)
FI-WARE SWOT
Regulation
Platform Potential
Successful Platform analysis
Build and Evolve the platform
Platform Market Analysis
A platform with potential• Eg. Smart city, IoT
Vision of an
ecosyst.
Modular/FlexibleRight Connectors
Build the
architecture
• Operators• Manufacturers• Developers• Customers
Coalition
around the
platform
• Prizes• Subsidization
Making
money
Choosing model
One side Platform Two sided Platform
Go-To-Market
PlatformLeadership
Value Proposition
1
2
3
FIWARE Platform Potential
1) Performs at least one essential function within the system• FI-WARE is an open, royalty-free platform -> general interoperability
• IoT Communication function in FI-WARE allows unified communications
2) Easy to connect to or to build-upon• Easily aggregate services and applications,
• A single set of APIs
• An approach of comprehensive service description and annotation language (USDL)
3) Difficult to substitute• FI-WARE Open Specifications do not prescribe more than what is strictly required.
• FI-WARE GEs can be picked and plugged together
• FI-WARE Instance Provider role may decide to develop and/or integrate their own set of monitoring/mgt tools
FI-WARE satisfies criteria for a successful platformAt the end of the day it will be these business
arguments that determine whether 3rd parties will accept the FI-WARE infrastructure.
A Two Sided Business Ecosystem
•For a software vendor, free access to the platform to develop and test and application,
Subsidize the
creators of value
•Certain large consumer groups (Smart Cities) bring with them other large user groups, they add critical value. For end-user clients to pay for access to this application (per user, per volume-based access…).
Cater to marquee
users
The classic difficulty for building a platform is the chicken-and-egg launch problem. Each side wants the other side to commit before it will spend resources to adopt the platform. This is a "critical mass" problem
Implementation rules for pricing to solve the “critical mass problem”
Technical Solution Business side Ecosystem management
• Apple has demonstrated the value of integrated content/software/delivery systems
• Apple’s focus on apps, rather than web browsing
• End to end experience (content, developer, store, billing..)
Apple store-700.000Apps on the storeWalled gardenAndroid and Apple devices dominate with 85 percent of the worldwide market
• Google clearly wants to extend its dominance of search-related advertising into the mobile market and Android, no license fees, customizable and user friendly strategy
• How to make money on the Internet. Google solved that essential business problem by linking focused advertising to user searches
Google Play Store-700.000Apps on the storeLinux distributionYoutube, maps, gmail,, google,
Android and Apple devices dominate with 85 percent of the worldwide market
• Facebook is offering a very good product. It also has facilitated development of complementary applications by sharing with developers a special language based on HTML
• Developers can sell advertisements or incorporate tools for conducting online transactions and keep all the resulting revenue.
Analysis of Strategies of most successful players
Refine
Supported by hundreds of thousands of software developers, Apple, Google and Facebook's platforms are fuelling innovation in
consumer
FI-WARE SWOT Analysis
A complete solution for cost-effective creation of services that response to obvious market requirements
Architecture that ensures the general interoperability
Royalty free, open and standardization access points to essential services and technologies
The possibility to easily aggregate services and applications
Scalable, Flexible, seamless Supported by major IT vendors and Telco
providers avoiding vendor lock-in Lower entry barriers Availability of experimentation
capacities/infrastructure
Lack of ready to deploy services Lack of standards is still one of the main
barriers for the deployment Limited technical integration Lack of commercial models and incentives A low base of user for potential awareness
and understanding
Benefit form Open Innovation Feed and ecosystem where infrastructure
providers can tap into novel revenue streams An open solution based on HTML5 offers the
best way to access to device and network capabilities using common Web languages
Broadening service offers in areas like M2M and context management
Smart City potential unleash Launch concrete ecosystem around Urban
Data
Competitive platforms/solutions appear Economic barriers Protectionism:
national/regional exclusionary practices Incumbent dominance: regional, layer
(telecoms, IT, platform, business service) monoliths
Entry or interoperation barriers Includes technology, standards, business model, contractual barriers
Demand side: Lock-in, attitudes to new technology, trust
Language, resistance to social/business model change
Legal barriers Legal or regulatory differences, inefficiencies and ineffectiveness, due to licensing, privacy/security, standards, or financial regulation
Policy fragmentation
Opportunities
Strengths Weaknesses
Threats
11.2 Exploitation Plan including IPR Management
FI-WARE StrategyTechnicalBusinessThird Party Enablement
Initial Go to MarketExploitation plan Individual & General
Business ImplementationBusiness CANVAS
IPR management strategy
GEs Business Description
FI-WARE Strategy Definition
Technical Platform• Interoperable architecture• Unified Service Description
Language (USDL)• The ability to combine
offerings from different FI-WARE Instance Providers
Business Platform• Open, Royalty-free and
standardized access points • Freedom to (re-) implement
anywhere
Ecosystem Management• Testbed and Open Innovation
Lab• Sustainable business models
around FI-WARE Instances• Usability and discovery
towards end users (FI PPP Use Cases)
For being successful, all sides must be tackled simultaneously.
Third party enablement
Open platfor
m
Long
tai
l of
cust
omer
s: c
itie
s,
busi
ness
, m
anuf
actu
ring
- Solve fragmentation - Possibility to easily aggregate services and applications, - System support and well-tested platform (Open
Innovation Lab)- 3rd parties become part of the FI-WARE ecosystem
following FIWARE standards but without being forced to use all defined FI-WARE GEs.
- FI-WARE Instance providers get the chance to choose different market approaches developing sustainable business models around FI-WARE Instances
- Foster Sectorial Innovation- Useful tool to get knowledge on
requirements of the market - Reduced complexity of ICT
provisioning, scaling, global availability and meeting security requirements from customers and legal authorities
Benefits for customers
Benefits for developers
FI-WARE directly addresses a number of the fundamental strategic concerns in the application and service provider domain
Target Groups and Channels FI-WARE as a Business Innovation Platform: Focus on open ecosystemFI-WARE project as a useful tool to get knowledge on requirements of
the market
DevelopersFreely Available, tools and SDKs
Service ProvidersTestbedOpen InnovationLab
CommunityInternet-of-services.comLinked-usdl.org
EcosystemProduct Enablement
USDL enabling Concepts & technology
FI-WARE
Partner´s existing customer relationships
FI-PPP Use Cases
Usability and
discovery
Refine
IPR analysis of all Enablers performed
Analysis and Refinement of the existing FI-WARE Legal Notice and include the Terms and Conditions of the usage of the FI-WARE Contributions within the WIKI documentation
Exploitation possibilities
Telefonica/ FT /Telecom Italy •Smart city
NSN, Ericsson, Intel•Service to operators
SAP• PPP-Partner• 3rd Parties• Partner Ecosystem
IBM, Thales, DT, Atos, Siemnes< engineering Intel , NEC•Enterprise customers
Technicolor•Home services
Platform provider Application provider service operator
• Permissive Open Source
• SAP product enhancement
• Cloud services into platform
• Security services into platform
• Tailored end to end IT solutions
• Through use cases• Application provider• Network services
• Home services through platform
• Included into FI-WARE offering
FI WARE BUSINESS CANVASKey partners
• Telco Operators• Software providers• Software vendors• IT Solution Providers• System Integrators• Network equipment providers• Mobile terminal manufacturers
Key activitiesApplication development • A single set of APIs,• Open specifications comprehensive service description and annotation, optionally externalized through languages like the Unified Service Description Language (USDL) In collaboration with Use Cases Benefit from Open Innovation Identify the marquee developers Identify influential consumers
Value propositionProvides a concept and concrete implementations of a generic and extendible ICT platform for Future Internet servicesaddresses the requirements of Future Internet networked applications by an evolutionary Architecture
A an innovative, open and interoperable platform that offers a complete solution for cost-effective creation and delivery of versatile digital services• Cloud hosting services• The IoT Communication function• An appropriate Interface to the Network and to the Devices• Access information in a safe way, preserving confidentiality of data and privacy of the user
A integrated solution validated And tested in different environments and sectors
Customer relationship
• Plus attracting end users• Usability and discovery towards end users (FI PPP use cases)• Price/revenue share to access the platform (Smart Cities)• Management of developer community• Attracting developers (revenue share, Time to market, support systems...)• Diversity of available APIs and access to network capabilities• Available documentation and support• Managing different devices and OSs
Customer segments
• A two sided market Developers that build apps on top of FI WARE• SMEs Traditional customers• Users• Enterprises• Smart Cities
Cost Structure• Infrastructure to be determined in Test-lab• Customer Care or system support• Marketing expenses
Revenue Streams• Licensing: (Pay per use): IaaS and SaaS , and as software component provider to build Generic Enables (GE, through licensing• Selling Apps: M2M data market / Big Data and dedicated solution business• Hosting service, Data storage , increase data traffic, • Revenues for development tools, and professional services for customization and solution consulting• As integrator of FI WARE Instances, • Smart Cities as a service and revenue sharing (taxes, fees, fines…)
•
Channels• Developers• Offered Catalogue of Generic Enablers • Dedicated workshops (f2f and virtual)• Open Source communities (Eclipse and OW2).• Support community-enabling channels linked-usdl.org, internet-of-services.com.• National funding bodies• Other business service ecosystem activities from partners (Bluevia, Movilforum, , SAP Net Weaver )• National Platforms which have their own SMEs ecosystems• End Users• Use partner´s existing customer relationships, plus new channels gained through the usage of the FI-WARE Platform by potential customers• Inclusion in the portfolio, in the M2M market, mostly to the Smart City market
Key resources• Successfully attracting both developers and end users• Competitive pricing and billing schemes• Providing developers incentives to publish on the platform (e.g. an attractive revenue sharing scheme and a tested platform Open Lab)• Building and maintaining an IT infrastructure to support• Standardization activities• Platform regulation• Platform Leadership
11.3 Market and Policy Awareness
Roadmap
Marketing Strategy
Business msg.Mkt. Msg.
Mkt channels
Regulatory Environment
List of Market and Policy actions
Main Regulatory Concerns
A thorough investigation of potential risks can be recommended as a consequence of multisidedness of markets,
Trad
ition
al re
gula
tory
ana
lysi
s is
no
t equ
ippe
d to
dea
l with
pl
atfo
rms
pricing and cross-subsidization strategies
bundling strategies
collaboration
•including anonymity, digital presence, rights to delete information, etc.
Online Identity,
•including the risks and benefits of virtual access to information, etc.
Cloud computing,
•including copyright, licenses, open access, etc
Content regulation,
•and the connections between people and devices
Internet of things,
Net Neutrality
Relationships between consumers and suppliers online
• including phishing, cracking, cyberterrorism, etc
Cybercrime and Cyberlaw,
Market Awareness Actions
Action 1• Involve Relevant Actors, including Smart Cities and Large companies
Action 2•get support from business associations
Action 3•Assess IPR
Action 4• Promote the Open innovation Lab
Action 5•Elaborate marketing material for business impact
Action 6, 7and 8 •Organize National Events
•Organize (Pan)-European Event/s
•Get involved in sectorial Events (and understand specificities of the domains)
Action 9•Obtain and analyse feedback from questionnaires
Action 10• Hold Open Calls events (to create market awareness)
Action 11 to 14•Validate FI-WARE messages
•Assess the FI-PPP programme
• Jointly participate in workshops
•Submit contributions to public consultations
Action 15• Organize a hackathon
Potential Regulatory Actions
Action 16 To Participate in Digital Agenda
events
Action 17 To participate in the CFA on ICT in
Regional Programmes
Action 18 - Identify High and non-temporary barriers to entry in a market;- The dynamic state of competition behind these barriers to entry - The question of whether existing competition law is sufficient or not.
Action 19• Participate in the
WG activities (FI PPP level)
Action 20• Define roadmap
of joint activities: FI-WARE-ICT Labs
Thanks !!
24
http://www.fi-ppp.eu
Sales process : example smart city case
Test beds in cities and other environments (FI-PPP use cases )
With a long term vision
Smart Santander
The benefits of the FI-WARE platform that partners wishes to highlight will be sold via relevant use-cases and proof-points that demonstrate the successful adoption of FI-WARE technology.
From the Research and Technology Center to FI-WARE partners´ business units
FI-WARE Open Innovation Lab Production environment
FI-WARE IDAS
standard data format
As FI-WARE usage-model examples and proof-points become available, highlights will be included in presentations, technical papers and demonstrations to partners and customers
Results transfer in the respective business units and will strength the developer community
…leveraging on global ecosystems that may boost local initiatives and entrepreneursProvide an innovative interaction platform for industry, research and user domains Leveraging the Internet infrastructure as the basis of user-centered open innovation
schemes,
An open model to involve all city stakeholders and improve the local economy…
City Council
PublicCompanies
City Business
Citizens
Mayor
NationalAuthorities
UEAuthorities
TouristsMNCCompanies
RegionalAuthorities
27
In the case of Smart Cities, city halls will be addressed via the conventional procedure followed within the FI-WARE partners, following the existing commercial structures.
Proposal on how to publish terms and conditions of use of FI-WARE GE RIsA new tab named as “Use Terms and Conditions” will be added to each entry in the FI-
WARE Catalogue which will be structured in three major sections:• Use Terms and Conditions for experimentation within the FI-PPP program
› Standard text derived from the Collaboration Agreement
• Open Innovation Lab› Standard text that refers to “Open Innovation Lab: Use Terms and Conditions” agreement/contract that will be
subscribed by third parties who will develop experimental applications to test/experiment under the umbrella of FI-WARE Open Innovation Lab activities
• External availability› Text to be provided by each FI-WARE GE owner (some example texts provided in complementary .docx file)
› Distinguishes between use terms and conditions applying to downloadable software (binaries or open source) and to “as a Service” models, may also consider other commercial models
Distinction between “Experimental Instances” and “External Instances” will be made within the “Instances” tab
The "downloads" Tab should provide the means by which copies of the software (binaries or open source) can be obtained, provided that the Use Terms and conditions established for downloadable software are met.