Exploitable Results - Overview - function textile (CNA) manufacturing (CNA) vertical exploitation librarian (IBM) annotation, monitoring,negotiation (TN&FIT) query agent & manager (Modena) horizontal exploitation sector
Presented at the 2nd year review Presentation of the current draft of the Business Plan • Company • Product / Result • Market & Competition • SWOT Analysis • Exploitation strategy • Timetable • Future actions (3rd year) Monitored during last 9 month, minor changes Updated within the last 9 month Worked on last 9 month
What have been promised?Future Actions (3rd year) • Quantification of marketing & sales activities (for each vertical & horizontal exploitation activity) • Establish a value based pricing model • Provide sales force with demonstrators and marketing material • Identify USP‘s of results and train sales force (month 2: Business Model) • Further work on exploitations is planned during 2004/2005: • D7.6 TIP (month 36) • D7.7 Showcase of SEWASIE prototypes (month 36) • D7.9Final economic & organisational assessment (month 30) • Refinement of sales plans for final SEWASIE TIP (for each partner) • Estimate # of licenses / period • Estimation of revenue • Estimation of ressources needed ( )
Vertical Exploitation Vertical applications Horizontal solutions
Market needs: Analysis of SEWASIE‘s potential users • Method: survey • Tool: questionnaire • Respondents: mainly companies of the two involved sectors (target sample: 100) • Topics: information requirements and use of Web technologies • Timetable: 15th June – end of December 2004 • for details see deliverable D7.9
Results (54 responses) • 80% firms already have a Web site • most used Internet applications:e-mail and corporate banking (nearly everyday use) • 45% are considering an increase in their Internet investments • 83% see the Internet as a way to improve supplier-customer relations • economic and managerial issues are the most important barrier to the use of the Internet (50% ) • reliability (65% ) and completeness (37% ) are the most critical characteristics of the information retrieved from the Internet
Results (54 responses) • > 38% spend more than 5 hours per week to seek information on the Internet • (but some (=9.3% ) spend more than 20 hours per week) • Internet is primarily used for researching information about • clients (43% ) • manufacturing processes and technologies (54% ) • products of competitors (26% ) Very marginal is considered information on economic trends, legal issues, information • Using the Internet to research information is seen as a way to save time (61% ) and to collect wider information (42% ) • Firms require more user-friendly (35% ) and punctual (42% ) search engines
Results (54 responses) • In order to improve their search on the Internet, firms are willing to spend money for: • online information services (52% ), but only after an adequate free-trial period • new tools for Web search (52% ), but only on conditions that have been tested by other firms • a subscription to a Web portal (35% ), but only if there are many other members • Trade Associations can be of help • to promote a sectorial Web portal (33% ) • to provide technical courses on Internet use (22% )
Exploitation partners of CNA CNA is a holding with the following subsidiaries: • CNA Associazione (trade union of about 14.000 craftsmen) • Most members of CNA Associazione are SMEs • CNA Servizi (make administrative services to CNA Associated) • Interpreta (interpretation of laws) • Etc. CNA has tight collaboration with the following companies: • Expomodena • Democenter • Consobiomed
CNA: Results to be exploited Results that will be exploited by CNA • Ontology-Based Negotiation Support System • Integration of the complete SEWASIE platform search of information • Ontology Builder to build a sector ontology CNA will use the SEWASIE results to • Provide services to SMEs • Improve search on Internet • Improve negotiation among partners, suppliers and customers • Reduce search effort/cost of all internal departments performing search activities • Improve the internal Knowledge base The idea to exploit the SEWASIE platform in Italy: • CNA will install and run the SEWASIE platform (and will be in charge of maintaining it and customising it for its associates). Associates can access the Service provided by CNA (in ASP modality) and they will pay an annual fee for this kind of service • CNA will pay licenses to the owners of the final SEWASIE platform (for the initial installation and for following updates and tuning). Prices to be defined.
CNA-Customer target and demand The new Service CNA is going to exploit can be addressed to two different kinds of companies: 1) TYPE 1:SMEs needing to Search data on Internet or needing to find partners or suppliers. The service can also support the negotiation phase with partners or suppliers. 2) TYPE 2: Companies that have as core business KIBS activities (KIBS: knowledge intensive business services), like: legal activities, market research, business and management consulting, labour recruitment, engineering activities, etc. The Service can help such companies to: · Reduce search effort/cost of all departments performing search activities · Improve the internal Knowledge base
CNA- Potential target/geographical focus Geography: CNA provides services to CNA Associazione that is active at three different level: • Modena province: 14.000 members => target of year 1 • Emilia-Romagna regional level: 64.000 members => target of year 2 • Italian national level: 350.000 => target of year 3 Pricing policy: • CNA Modena will offer a free trial period of use for the new search engine to all its associated companies. • After the trial period (e.g. 1 month) the subscription fee will be: • 50 EURO per year for companies of TYPE 1 • 300 Euro per year for companies of TYPE 2 (including personalisation of ontology and consultancy fees).
CNA- Business Plan A business Plan for the 3 years following the project conclusion has been prepared. For each year estimations of potentially interested companies of TYPE 1 and TYPE 2 have been elaborated and the following points have been considered: (example Year 1) • Associated companies: 14.000 companies advertising through trade events already organised for other activities: trade meetings, CNA newsletter, direct mailings • Companies of TYPE 1 interested in the Service: 25% (3.500 companies) • Companies of TYPE 2 interested in the Service: 350 companies
CNA- Business Plan For 1st year: Revenue: 190.000€ • Cost for licences to be paid: = (to be defined) • Cost for personnel (2 technicians, 2 marketing): 160.000€ • Cost technical equipment: 15.000€ (45.000€ in 3 years) • Cost for promotion: 5.000€ • Cost for project funding (to be recovered in 3 years): 72.333€ • Total cost year 1: 252.333 • Net Income 1st year: -62.333 euro (excluded licenses)
CNA- Business Plan View Costs for licenses not yet considered!!
CNA Planned activities for the Exploitation and Dissemination of the project results: • Preliminary phase (survey of potential users, submission of request for take up actions and test of the engine) (Q2/05) • Local promotion/Marketing (Q3/05) • Regional promotion/Marketing (Q2/06) • National promotion/Marketing (Q1/06) • International promotion/Marketing (Q1/07) • Training activities (Q3/05) • Organisation of events (Q3/05;Q2/06) This ispushingthe planning to have a production system asap
CNA Preliminary phase (survey of potential users and test of the engine) (Q2/05) • Completion of the analysis of the potential users (and market) and test of the search engine by external companies to assess effectiveness and reliability of the new search engine. • Submission of a request for take up actions to adapt the integrated system to reach a mature product state.
CNA Local promotion (Q2/05): • Promotion among its members (14.000 companies) • Produce a CD describing the SEWASIE project • Dissemination to Tuttostampiand Tessilmoda members • Include pages about the SEWASIE project in the CNA magazine and dissemination on local trade papers • Cooperation with an important regional Research center (Democenter) to disseminate the project to companies of the following sectors: • Mechanic, automotive, textile, woodworking machines, biomedical • Promotion by Expo-Modena (consortium helping companies of Modena to export and in finding customers abroad) • Contact other important local and national web portals
CNA Regional promotion / Marketing (Q2/06) • Promotion to other provincial CNA branches of Emilia-Romagna National promotion/ Marketing (Q1/06) • Promotion to other provincial CNA branches in Italy • Promotion to the main Italian associations of ICT companies (Federcomin, Assintel and Assinform). International promotion/ Marketing (Q4/06) • Expanding activities to Germany first with help of TN • Select further countries based on experience so far
CNA Training activities (Q3/05;Q2/06) • CNA is organising seminars and training courses for its associates Organisation of events (Q3/05;Q2/06) • Organisation of a special event to promote the Search engine and the new service to associates. • Use of local media to disseminate the new engine to all the local companies. • After one year another event will be organised to show achieved results and diffusion after the first year.
CNA - Conclusions CNA has identified some main areas of further development: · the security and trust-building features: the SEWASIE model needs to be specialised for the specific needs of the CNA infrastructure; · the user interface: needs to be integrated with the interfaces currently used by CNA personnel; · the management of the ontology and of meta-data: to support the monitoring of the evolution of sources; · online subscription to the service (and possibility of online payment) can be useful to be added to the system
Sustainability of results • Economical (due to requirements of user survey) • Enabling SME‘s to apply target oriented investigations • Provide SME‘s with automated monitoring of competition and suppliers which results in early action triggers (competitive advantage) • Social • Increase competitiveness of small & medium enterprises, which preserves and modernizes European industrial and social structures.
Horizontal Exploitation Vertical applications Horizontal solutions
Strategy TN & FIT (updated) We have updated our strategy into four stages: • Take up actions • Submission of a request for take up actions (Q1/05) • Quick Win • Market Data & Metadata Mgmt (ongoing) • Marketing & License agreement TN & FIT (Q2/05) • Update marketing material & direct marketing (Q2/05) • Evaluation of software in independent test centers (e.g. BARC, Olap Report;Q3/05) • Writing success stories (Q3/05)
Strategy TN & FIT (updated) World largest BI vendor (France) • Partnering • Common roadshows,... with gold partner Business Objects (ongoing) • Adaptation of Demonstrator (Q2/05) • Acquire pilot customers(Q2/05) • Refinement of Business Model(Q2/05) • Definition of a product development plan(Q3/05) • Joint Sales activities TN & FIT (Q4/05) • Evaluation of negiotiation & query functionality (Q4/06) • Marketing & License Agreement affected partners (Q4/06) • Integration of added value functionality (Q1/07)
Strategy TN & FIT (updated) • Market Italian results in German market • Establish vertical scenario at CNA • Marketing & License Agreement with partners involved (Q4/05) • Writing success stories (Q4/05) • Translate CNA scenario (Q4/05) • Contact German Chambers of Commerce (Q1/06) • Direct marketing & sales (Q1/06)
Value based pricing scheme • Integration of OLAP & Visualisation Technology • Three main components: • Extensions to OLAP Tool TN Planning (Data & Metadata Mgmt.) • status of a mature product • (B) SwapIT visualisation module • status of a product • OLAP Annotation & visualisation module • status of a sector specific demonstrator
Value based pricing scheme • Integration of OLAP & Visualisation Technology • Extensions to OLAP Tool TN Planning (Data & Metadata Mgmt.) • Is distributed as an deep integrated part of the • TN Planning Custom Tailor (approx. 12,5% of the Custom Tailor • functionality) • Custom tailor pricing is user based ranging from • € 24.900 = 4 seats to • € 399.900 = 1024 seats • Avg. # of user = 64 (= € 79.900) • Data & Metadata Mgmt. module = € 7.500 • since it is userindependent • Target accounts: • 5.000 Business Objects business in force customers • 2.500 TN target accounts (cold sales) • 0,5% estimated success rate
Value based pricing scheme • Integration of OLAP & Visualisation Technology • OLAP Annotation & visualisation module • Business model will be refined & product development plan has • to be established. • 1st stage:pilot customer has to be acquired from business in force • 2nd stage:perceived customer value has to be determined: • (We intend to use a flexible usage based pricing scheme here) • protection fee of approx. € 1.000 as front up payment • retrieval and search on abstracts,… is free of charge • price is based on # of full text retrievals (e.g. 50ct per retrieval) • module needs usage based invoice component (tbd) • high flexibility to adjust price levels • we will get feedback about usage statistics • Sales will start to cross-sell module at business in force customers • (15 with established relationship)
Sustainability of results • Economical • Enabling SME‘s to apply target oriented investigations • Provide SME‘s with high performance ASP controlling tools • Provide SME‘s with automated monitoring of competition and suppliers which results in early action triggers (competitive advantage) • Technical • Extension of contributions to provide Integration with other components. This increases length of product life cycle. • One of the first integrations of structured & unstructured data analysis • Social • Increase competitiveness of small & medium enterprises, which preserves and modernizes European industrial and social structures.
Horizontal Exploitation Vertical applications Horizontal solutions
Horizontal Exploitation: Ontology Management Systems • Librarian’s technology has been (will be) released within an LDAP persistence driver for RDFS / OWL metadata in IBM’s Ontology Management System (SNOBASE) – done? (4Q 04, already finished) • Metadata services for generic XML Schemas, based on LDAP technologies, will be delivered by licensing Librarian’s Java libraries along with Tivoli Directory Server (3Q 05) • Professional services for designing, configuring and managing Librarian’s metadata services will be developed (4Q 05)
Pricing Scheme • Two components contribute to revenue: • Software-Licenses • 10.000 € per License • this leads to 250.000 € within a 3yr period • Professional Services revenues • based on IBM service pricing list • this leads to 1.700.000 € within a 3yr period
Sustainability of results • Economical • Strengthen Italian branch of IBM by demonstration of it‘s power of innovation • Technical • Extension of contributions to provide Integration with other components. This increases length of product life cycle. • Application of Standard interfaces like LDAP and XML • Social • Increase competitiveness of small & medium enterprises, which preserves and modernizes European industrial and social structures.