FI-WARE ExploitationMarket 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, • 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 Response to comments
11.2 Exploitation Plan including IPR Management Commercialization • 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 • 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 Marketing plan Define Key IPR Principles
11.3 Market and Policy Awareness Changes introduced • 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.
Exploitation Strategy scheme 1 Market Analysis 2 FI-WARE Strategy 3 Business plan and economical model 4 Market Plan 5 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) M 36 M 24 M 12 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
FI-WARE Exploitation. Structure of deliverable Platform Regulation Value Proposition Vision Platform Market Analysis Impact Business model SWOT FI-WARE Strategy Individual Exploitation Plan GE Business Description 3rd party enablement Business Canvas IPR Management Attract Regulation concerns Regulatory Tools Sustainability Policy Political barriers Dissemination Actions
11.1 Market and Competition Analysis Why Platforms? Platform Potential Business models FI-WARE SWOT Regulation Business ecosytem Successful Platform analysis SWOT (global and per chapter)
Platform Market Analysis Platform Leadership Build and Evolve the platform 1 Value Proposition Go-To-Market 2 3 Two sided Platform One side Platform Choosing model
FIWARE Platform Potential FI-WARE satisfies criteria for a successful platform At 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 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”
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 Strengths Weaknesses • 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 Threats • 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 • 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
11.2 Exploitation Plan including IPR Management IPR management strategy • Business • Implementation • Business CANVAS 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 Benefits for developers • 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 Open platform Long tail of customers: cities, business, manufacturing Benefits for customers • 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 FI-WARE directly addresses a number of the fundamental strategic concerns in the application and service provider domain
Target Groups and Channels Refine • FI-WARE as a Business Innovation Platform: Focus on open ecosystem • FI-WARE project as a useful tool to get knowledge on requirements of the market Developers Freely Available, tools and SDKs Service Providers Testbed Open Innovation Lab Community Internet-of-services.com Linked-usdl.org Ecosystem Product Enablement Partner´s existing customer relationships FI-PPP Use Cases USDL enabling Concepts & technology Usability and discovery FI-WARE
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 • Platform provider • Application provider • service operator • Included into FI-WARE offering • Home services through platform • Cloud services into platform • Security services into platform • Tailored end to end IT solutions • Through use cases • Application provider • Network services • Permissive Open Source • SAP product enhancement
FI WARE BUSINESS CANVAS Value proposition • Provides a concept and concrete • implementations of a generic and • extendible ICT platform for • Future Internet services • addresses 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 Key partners • Telco Operators • Software providers • Software vendors • IT Solution Providers • System Integrators • Network equipment • providers • Mobile terminal • manufacturers Key activities • Application 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 Customer segments • A two sided market • Developers that • build apps on top • of FI WARE • SMEs • Traditional customers • Users • Enterprises • Smart Cities 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 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 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…)
11.3 Market and Policy Awareness List of Market and Policy actions
Main Regulatory Concerns Athorough investigation of potential risks can be recommended as a consequence of multisidedness of markets,
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Sales process : example smart city case • 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. FI-WARE Open Innovation Lab Production environment From the Research and Technology Center to FI-WARE partners´ business units FI-WARE IDAS • 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 Test beds in cities and other environments (FI-PPP use cases ) standard data format Smart Santander With a long term vision
…leveraging on global ecosystems that may boost local initiatives and entrepreneurs • Provide 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… Regional Authorities Public Companies Control & Investment Investment & promotion National Authorities UE Authorities Control City Council Mayor City Business Influences Citizens MNC Companies Tourists Investment Promotion 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. 26
Proposal on how to publish terms and conditions of use of FI-WARE GE RIs • A 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.