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  1. Overview of the e-Garage Ken Schmidt 9/12/00 AT&T Proprietary

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. Focus on Serviceprojects needingPOC or Prototype BU partners takeprototypes to market Typical Projects… AT&T Proprietary

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

  16. 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

  17. 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

  18. 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

  19. 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

  20. … end AT&T Proprietary

  21. 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