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Overview of the e-Garage. Ken Schmidt 9/12/00. Idea: Create an Accelerator. Borrow a page from Silicon Valley Bring it to AT&T Advantage it with the best tools and equipment Staff it with business and development resources. … and make it cool. Vision.

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overview of the e garage

Overview of the e-Garage

Ken Schmidt

9/12/00

AT&T Proprietary

idea create an accelerator
Idea: Create an Accelerator
  • Borrow a page from Silicon Valley
  • Bring it to AT&T
  • Advantage it with the best tools and equipment
  • Staff it with business and development resources

… and make it cool

AT&T Proprietary

vision
Vision
  • A place with people, provisions and processes
  • A way to develop new IP serviceinnovations, esp. broadband and wireless
  • Targets rapid turnaround from idea to business prototype
  • Enable, encourage, empower technologists to bring their compelling service dreams to market
  • Bring commercial focus and market realities to development, work with business partners throughout
  • Have fun, support and encourage innovation, challenge status quo, stay on the edge

AT&T Proprietary

at t labs room 270
AT&T Labs Room 270

The foundation:

  • Florham Park WebLab facility
  • Tools and technologies
  • Expertise: technical, business planning, market analysis
  • Operations: scheduling, tracking, hosting, ...

WebLab@ FP

AT&T Proprietary

room 270 components
Room 270 Components
  • Facilities
  • - Lab space
  • - Servers
  • - Workstations
  • - CATV headend
  • - CATV infrastructure
  • - Test equipment
  • - BB net connectivity
  • - Firewalls
  • Other equipment
  • Platform Lab
  • Technologies
  • - PhoneWeb
  • - Secure Systems
  • - Compression
  • - Search
  • - ASR, TTS
  • - MM encoding
  • - Large data feeds, real time
  • - Video indexing/retrieval
  • - VNC
  • - Platform components
  • - Math analysis
  • - Fiber, cable, wireless
  • - Operations systems
  • - Eclipse
  • - Phoenix
  • - n-Sync
  • ATTICS
  • Yorkie
  • Alerting
  • Expertise
  • - Website design
  • - Prototyping
  • - Network design
  • - Network meas.
  • - Visualization
  • - Multimedia
  • - Data mining
  • - IDC
  • - CATV
  • - WN beta club
  • Legal advice
  • Patents
  • E-commerce backoffice

Operations

- Web hosting

- PhoneWeb enabling

- Design

- Testing

- Consumer research

- Business planning

- Market research

- Competitive Analysis

- Security and privacy

- Up-front user-centered

design and u/i advice

- Basic set of LBGUPS

- Basic OAM&P processes

- Connections to COIPP

- Quick-release to BU

AT&T Proprietary

entry criteria
Entry Criteria
  • Visionary and Idea Team bring idea/proposal to Room 270
  • Idea team come with full-time commitment and funding
  • Compelling idea with marketplace potential* and market/competitive analysis*
  • Written prospectus and service description
  • Completion targeted for 2 -3 months
  • More than one person on the idea team
  • Board member evangelist joins idea team as angel
  • Can be done in Room 270, does not require massive scale

* Room 270 resources can assist with these analyses

AT&T Proprietary

room 270 board membership and funding
Room 270 Board:Membership and Funding

- Assets- People- Processes

~ 80%

- Commit to Room 270

success

- Contribution to

Room 270: (1) product mgmt

resources, (2) set-aside

implementation funds

~ 20%

* Note: outside advice and counsel sought periodically

AT&T Proprietary

room 270 process

Analysis: Business plan developed, major milestones set

2

Room 270: Process

Room 270 facilities:

servers, access,

workstations

Competitive analysis

Business

consulting

Entry: Board approves proposal, angel assigned

Facility plan/ schedule

1

Development: Idea team develops, tests, improves prototypes

3

Completion: Milestones met, BU continues development

Include Basic

LBGUPS

4

Business

Unit

Exit: Idea team exits

Accelerator; continues to improve/implement

5

Licensing/

Spinoff

AT&T Proprietary

typical projects

Focus on Serviceprojects needingPOC or Prototype

BU partners takeprototypes to market

Typical Projects…

AT&T Proprietary

project list
Project List

Total = 25

  • Completed (1)
  • CellCam
  • In Progress (4)
  • Broadband Phone
  • P3P
  • Tivra Search Engine
  • E-Clips
  • Under Review (1)
  • SALSA
  • Potential
  • On Hold (2)
  • Absent
  • XYZ Jukebox
  • Not Pursued (cont’d)
  • Spam-free email
  • e-Mall in a Mall
  • GPS wireless locator services
  • Search for Price Waterhouse Coopers
  • iTV Search
  • IDA
  • DVL-Handheld Device
  • PRISM
  • Broadband Videocam
  • Moviemail
  • NewsReader
  • Not Pursued (17)
  • FanCentral
  • Hubbub
  • Concierge service (PhoneChannel)
  • e-Card
  • Shoebox Studio Toolkit
  • VPQ

AT&T Proprietary

accelerator projects 2000

NewsReader

Net-Tivo

e-Thought

IDA

Accelerator Projects - 2000

Hubbub

XYZ Jukebox

DVL Handheld

SALSA

CellCam

Studio Toolkit

E-card

Broadband Phone

FanCentral

BB VidCam

EClips

E-mall

Grandma eMail

MovieMail

PhoneChannel

Tivra

Spamfree

Absent

GPS

P3P

Search for PWC

ITV Search

VPQ

AT&T Proprietary

cellcam
CellCam
  • Accelerator Focus
  • create prototype
  • identify market opportunity
  • link WN and AWS, manage project schedule
  • Work to Date
  • created three working prototypes
  • designed sample web page
  • applied for two patents covering concept and
  • architecture
  • Status: COMPLETED
  • successfully transitioned to AWS
  • project manager in place
  • linkages with LightSurf established for continued market development

AT&T Proprietary

at t broadband phone
AT&T Broadband Phone
  • Accelerator Focus
  • provide customer view to AT&T Labs – Cambridge
  • demonstrate prototype to AT&T Broadband
  • form and support market trial planning team
  • Work to Date
  • demonstrated to Dan Somers and Jennifer Bater
  • developed draft business case for service
  • drafted initial feature set and trial schedule
  • Status: IN PROGRESS
  • trial planning team established
  • Cambridge Labs to visit Denver in Sept.
  • Broadband is initial customer; ADIS also interested
  • for telecommuting applications, links w/ channel partnership program, …

AT&T Proprietary

broadband phone

SystemsIntegrator

Service Operator

(runs server, defines services)

User

MarketingPartner

Early direct sales

“Broadband

Phone

Company”

Large Users

e.g. ITT Sheraton

AT&T

Broadband

Application toolkit, server hardware and software

Telco Equip. Supplier

e.g. Alcatel, Cisco

Appliance & Services

Medium/SmallBusinesses

Appliance

design

Appliance

Appliance & Services

Services [optional appliance]

SOHO & Residential

Appliance

Server

Appliance

Server

company

Retailer

Broadband Phone

AT&T Proprietary

eclips

Headend

CNN

Video

Capture

ESPN

Meta

Data

CNBC

Video

Server

Feeds

PC

.

.

.

User

Profile

DCT 5000

Keyboard

Request / Play

2000

TV

Select Image / Play Video

Web

Creation

5000

eClips
  • Accelerator Focus
  • gather requirement
  • develop u/i
  • Work to Date
  • project started 9/1/00
  • u/i designers assigned
  • Status: IN PROGRESS
  • Concert will sponsor
  • Broadband interested

The Offer: Customers of eClips are provided with an “on-Demand” service of video clips, identified by their personal profile, and extracted from daily broadcast programming

AT&T Proprietary

tivra
Tivra
  • Accelerator Focus
  • gather requirement
  • develop search engine for
  • Netnews feeds
  • Work to Date
  • project started 9/1/00
  • developers assigned
  • Status: IN PROGRESS
  • Worldnet will sponsor

AT&T Proprietary

slide17
P3P
  • Accelerator Focus
  • develop u/I
  • develop browser plugins
  • conduct focus group tests
  • Work to Date
  • u/i design completed
  • developer identified for Netscape plugin development
  • Status: IN PROGRESS
  • Worldnet is sponsor
  • PR campaign to be developed

AT&T Proprietary

xyz jukebox
XYZ Jukebox
  • Accelerator Focus
  • partner with customer to develop rqmts
  • create prototype
  • include broadband access as part of architecture
  • Work to Date
  • created working prototype
  • formed and led working project team
  • applied for two patents covering concept and
  • architecture
  • Status: ON HOLD
  • concept demonstrated, prototype developed
  • awaiting decision from customer or BU for
  • funding and additional development

AT&T Proprietary

bring it to the accelerator
Bring it to the Accelerator!
  • New proposals are welcomed
  • Need an idea champion, clear scope, business fit
  • Process: we help vet the idea with the BUs, develop market and competitive analysis
  • If accepted: plan established and tracked

See: http://room270.research.att.com/home.html

AT&T Proprietary

slide20

… end

AT&T Proprietary

project room 270

Room 270 Shop Components

Project: Room 270

Sources

Next Steps

People

Researchers

Ideas

BUs

$$$

Entry

Criteria

BUs

Accelerator

Others

Technology

License

Abandon

Move on

Guidance

Access/

Servers

Room 270 Board

U/I design,

artwork...

Feedback

Business

Consulting

AT&T Proprietary