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Developing Channels for Commercialization Dr. Robert Crawhall President The National Capital Institute of Telecommunicat

Developing Channels for Commercialization Dr. Robert Crawhall President The National Capital Institute of Telecommunications. A world-class broadband engineering institute. Outline. Technology Commercialization the Linear Model Channel view vs. tunnel vision Channels to product

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Developing Channels for Commercialization Dr. Robert Crawhall President The National Capital Institute of Telecommunicat

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  1. Developing Channels for Commercialization Dr. Robert Crawhall President The National Capital Institute of Telecommunications A world-class broadband engineering institute

  2. Outline • Technology Commercialization • the Linear Model • Channel view vs. tunnel vision • Channels to product • Channels to market • Role of technology in channel development • The Canadian productivity experience • New markets – New channels • Recommendations

  3. Technology Commercialization The Linear Model

  4. Technology Commercialization • Inventor & infrastructure • Invention/innovation/discovery • Proof of concept • Intellectual property • Investment • Design ready technology • Product development • Marketing • Sales • End user

  5. Just because it’s excellent doesn’t mean… “…research that is excellent from a scientific or technical standpoint is often not commercially valuable. To have commercial value, a technology must not only be unique and excellent, it must also have an identifiable commercial application and be financially practical to develop. Many excellent scientific/technical solutions remain un-commercialized - in both Russia and the West - because they do not fit these criteria.” - Gore-Chernomyrdin Science and Technology (S&T) Committee, 1996.

  6. Bigger Issues • Jobs & wealth for Canadians • Growth and creation of small, medium, large enterprise • Global competition • Off-shoring, outsourcing • Canada’s strategic advantage?

  7. OCRI Task Force on Commercialization • How to develop leading companies driven by R&D • Great Capacity for world class technology • Private Labs • Universities & Colleges • Federal Laboratories • Need Capital • 5% of companies are VC eligible • Need Sales & Marketing • Need to diversify from Telecom Needs Channels!

  8. Needed Focus of Support Present Focus of Government Support Commercialization Focus Idea “Commercialization” from Idea to Technology to Prototype... Market Channel Satisfied Customer Viable Business Product Idea Technology Product Commercialization from Product to Channel to Customer to repeat Business... Courtesy OrbitIQ

  9. Changing ICT market dynamics… • From • Technology Driven • Telecom Market • Core Networks • Long Cycles • Large Corporate Spinouts • To • Market Driven • Vertical Markets • Enterprise Systems • Short Cycles • Technology Commercialization …requires change in strategy

  10. Channel View vs. Tunnel Vision

  11. Welcome toMarketing & Sales • You’re going to love it • Image issues • R&D policy issues • Internal politics • “What have you done for me lately”

  12. Commercialization – The world of risk Research Market Academic Market Risk Innovation Risk Technology Risk Industry Development Product Product Risk Courtesy OrbitIQ

  13. Three little words… Market Product Technology …so much confusion

  14. What is a Channel? • The route through which your customer expects to receive your product • The path your innovation must follow to achieve the necessary value for your customer • The way across the chasm…

  15. Market expectations… Market Preview Product A Product B Product C Technology Window Technology Window Technology Window …setting them; meeting them!

  16. Multiplicity of Channels Markets Communications Manufacturing Automotive Natural Resources Agriculture Security Municipal Asset Management Healthcare Retail Sales and Inventory …. Technologies Protocols Semiconductors Resource Mgt s/w Batteries Circuits Interfaces Enclosures Software Radio Antennas ….. Products Voice Comms Internet Access WLANs, WMANs RFID readers Sensor networks Mobile comms Telematics Equipment Subsystems Management software Point of sale Personal networks …..

  17. Technology • 1) Value to product designer • Moore’s Law • New Features vs. Lower Cost • Demonstration Platforms • Closer to product ready • Long lead time • 2) Value to Marketing • The vision thing • The cool factor • Trial balloons • 3) Value to Financing • Raise the share value

  18. The Product • A product is something someone wants to buy, not necessarily something you want to sell • If you can’t identify a market…you don’t have a product…you may have a technology. • Regardless of whether you can find it…if a market exists…there is a channel.

  19. Product Attributes • Form & Function • Price, Value & Margin • Brand & Image • Distribution • Support

  20. Value increases in the tech transfer channel Market value established Product volume Channel Partners manufacturing inventory design tools test risk cost feature sourcing reliability Technology Design ready technology Large Industry Research SME

  21. The Canadian Productivity Experience Investing in Information Technology Innovation

  22. IT and Productivity • Since 1995 productivity has increased Canada = Productivity US ’95–’00 ’95–’00 Stats Can Courtesy John Baldwin

  23. IT Sector Productivity Increase Canada US Stats Can Courtesy John Baldwin

  24. Productivity Summary • IT Sector relatively small (4% Cda, 6%US) • High growth (over 20% ’95-’00) • MACRO: IT investment a significant factor in national productivity increase ’95-’00 • MICRO: Companies that invested in IT made biggest gains in productivity growth • Canada vs. US: Productivity growth = IT Users vs. IT Producers

  25. Practical Examplesof Channel Development

  26. Role of 4th Pillar Organizations in channel development • Build new business partnerships • Provide access to premium marketing events • Reduce R&D overhead • Access complementary technology depth • Highly Qualified Personnel • R&D Funds • Reference customer In year payback for R&D

  27. IP Telephony IP Video Live Demonstrations - NCIT*net University of Ottawa MPEG 2 Video Conference Service and QoS control MAC1 control Video MPEG 2 Video Conference MAC2 VLANs Traffic Generator NCIT MAC3

  28. International Demonstration Projects

  29. Government Agencies • CRC • NRC • NRCAN • Agriculture Canada • Industry Canada • NAVCAN • CANARIE • PRECARN • Health Infoway • METD • CoE • Environment • Infrastructure Renewal

  30. Major Venues for Channel Development • e.g. for IT technologies • CeBIT • ITU • Techs-In-Paradise • DFAIT support • Industrial participation • Meeting Canadians overseas

  31. Example: Building a commercialization ecosystem Network Capacity End-User Needs Productivity Solutions based on Communications Technologies CAPEX, OPEX High Margin Services • Optical Switching • 4G & Interoperability • Service Management • Security • Latency • Sensors • Wireless LAN • Collaborative Environments • VoIP, Video Conferencing Wireless Networking Photonics Applications

  32. Intelligent Sensor Systems Distributed Storage Visualization Cell-based Sensor Network Wired Sensor Network Data Management Analysis Control Actuator Network (e.g. telerobotic) Telecommunications Network Ad Hoc Sensor Network

  33. Channel to Where? • If wireless is the technology …what is the market? • Communications • Manufacturing • Automotive • Natural Resources • Agriculture • Security • Municipal Asset Management • Healthcare • Retail Sales and Inventory

  34. Mining • Ventilation, movement, maintenance • Particulates, temperature, gases, flowrate, exhaust • Today • > One week turn around on data • $200/sensor pack • Fix it when it breaks • Objective • Real-time monitoring & control • $2/sensor pack • Preventive Maintenance • Safety, Safety, Safety and did I mention Safety

  35. Precision Agriculture • Yield improvement • Remote & in situ sensing • Rural & Remote Broadband • Global Competitiveness • GPS, Wi-Fi, Cellular • Vineyards vs. Wheat • Micro-climate manipulation • Traceability • Pollution monitoring

  36. Municipal Infrastructure • 15,000 of Canada’s 80,000 bridges are in Ontario • 80% owned by municipalities • Many nearing end of design life • Corrosion, excessive loading • Disruption of economic activity

  37. Water Infrastructure • Most pipes 50 years old. • Losing up to 50% of water • Massive rebuild in next 10 years • Full cost recovery • Asset management • Cost to maintain Ontario water system $1B/annum • Over 600 water systems in 446 municipalities

  38. Energy Sector • Metering • Load Balancing • Network Monitoring • Physical Security

  39. Summary • Channel development is vital to successful technology commercialization • 4th Pillar organizations are useful tools in channel development • New markets require new channels • Channel development should be part of your R&D strategy.

  40. Thank You

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