Dr Nawaf AlmoosaDeputy Director of EBTIC
Assistant ProfessorElectrical and Computer Engineering Department
• EBTIC is an ICT research and innovation centre, established by
Etisalat, BT and Khalifa University and supported by the ICT
Fund
• First established in 2009, EBTIC has enjoyed huge amounts of
success, culminating in ICT Fund involvement from 2014, which
has enabled us to extend out reach and remit to support the
UAE’s Innovation Strategy and the UAE 2021 vision
• Our vision is to be an international centre of excellence for ICT
research and innovation, driven by strong industry, academia and
government partnerships
• If you’re interested in working with us, please find our contact
details on our website: www.ebtic.org
• The EBTIC Innovation Club is open to anyone with an interest
in innovation and entrepreneurship
• The Club will be an important networking vehicle, bringing the
best and brightest minds from Khalifa University together with
important industry champions
• By joining, you’ll be invited to events happening in the club,
such as lectures and talks, training courses and hands on
events such as hothouses and boot camps
• You can learn new skills important to the budding
entrepreneur, build your personal network and be a part of
some exciting innovation opportunities across academia and
commerce ebtic.org/pages/innovation-club
@EBTIC_UAE
#EBTICInnovationClub
Corporates and Start-ups – A Cultural Clash?
Mike Hodgson, Head of Innovation Engagement, BT
Starting Up in the UAE
Ahmad Abugosh, Learning and Development Manager, Astrolabs
The Age of Applied Neuromarketing
Francesco Furnari, Founder Clarity International
British Telecommunications plc 2017
Downstreaming Innovation : Corporates and Entrepreneurs – a Cultural Clash?
Mike HodgsonBT, Applied Innovation
British Telecommunications plc 2017
People
Process
Ideas
Culture
Elements of effective (corporate) innovation
How would you rank them?
Importance ?
Difficulty ?
British Telecommunications plc 2017
People
Process
Ideas
Culture
Elements of Effective (Corporate) Innovation
Imp
ort
an
ce
Difficulty
British Telecommunications plc 2017
GLOBAL OPEN&PUSH PULL&
CUSTOMERDRIVEN
PROVOKE
ITERATE
DOWNSTREAM&LAUNCH
The Role of Innovation in BT
A partnership with start-ups and customers : Win:Win:Win
British Telecommunications plc 2017
• Showcase new ideas and concepts
• Scan the globe for new ideas from VCs, start-ups, partners, competitors.
• Identify Trends and Threats
• Propositions to Business case validation
• New Ideas Scheme
• Concept Demonstrators
• Rapid prototype & early trial
• Strong user & customer focus
• Bringing everyone together for rapid acceleration
Global Scouting,Infinity Labs &
Innovation Martlesham
Innovation Central& New Ideas
Applied TechnologyCentre
Customer Centre &Innovation Showcases
Hothouse Team
Our Innovation Toolset – Supporting Innovation Downstreaming
British Telecommunications plc 2017
“Putting innovation in context, that everyone can understand”
Customer Innovation Showcases – where the magic REALLY happens !
British Telecommunications plc 2017
The Start-up Perspective
Be prepared…
• 20 second pitch, 2 minute pitch, 20 minute pitch
• Good “competitor analysis”….there is no such thing as “no competition”
• Do your research ! …(on the person/organisation you are selling to)
• ….to run a marathon…and to be frustrated, to have to work at corporate pace
What do I look for in a start-up?
• A good management team, ….and an ability to pivot
• A lean organisation – Burn-rate is everything !
• Differentiation – e.g. IPR – how easy would it be to copy ?
• Channel partnerships and/or Customers
..and don’ts…
• Lie !….corporates do talk to each other
• Dwell on the history of the management team
• Say “yes” to everything…be selective…qualify
Do’s…..
• Aim big…but stay focussed at every step
• Have a clean, crisp, well articulate proposition
• Articulate your business model, from the perspective of the customer
• Hire a local to sell in region
British Telecommunications plc 2017
…and Don’ts..
• Underestimate the human element – is there a vested interested in the status quo ?
• Think your job is done, when the mother ship has bought into the idea.. ..that’s just 1st base !
The Corporate perspective
Things to consider..
• Be a diplomatic rebel
• If it’s too easy, worry !
• Be prepared to be pushed back….people will hate your idea/project - internal employees are the last to be listened to
What do I need to do to progress my idea?
• Test the idea with a friendly audience. Ask for “honest” feedback. Perfect your pitch(es).
• Develop a clear articulation of the proposition and user journey – a picture paint a thousand words and a video paints a thousand pictures
• Differentiation – what is the current approach (internally)
• Use all internal tools and platforms available (New Ideas Schemes, Showcases, HotHouses, etc.)
Do’s..
• Get external and internal stakeholders excited, then “name-drop like crazy”. Create the “buzz”, exploit a trend.
• Behave like a start-up…. Focus, baby steps, iterate to the right answer
• Do your research ! …(on who you are selling to).. Understand who it will impact…and how.
navigating entrepreneurship in the arab world
AstroLabs AcademyStarting Up In The UAE
Everyone is Online!
17- Proprietary and Confidential -
Everyone is Online!
18- Proprietary and Confidential -
Digital in the region
19- Proprietary and Confidential -
Mobile penetration
20- Proprietary and Confidential -
Mobile penetration Around The World
21- Proprietary and Confidential -
Mobile penetration
“Mobile is no longer a choice; it’s a necessity.”
22- Proprietary and Confidential -
2012 2017
Arabic Trends
Arabic is the 5th most used language & top 10 most searched languages globally
Arabic language : 72% in Egypt, 57% in KSA & 12% in UAE
Arabic section of Google play has higher conversion rate than "new app" section
MENA is the largest cluster in the world speaking same language
23- Proprietary and Confidential -
Youtube
24- Proprietary and Confidential -
Social Media in The Arab World
25- Proprietary and Confidential -
Key Takeaways
26- Proprietary and Confidential -
What’s Next?
27- Proprietary and Confidential -
Internet Of Things
28- Proprietary and Confidential -
Communications Platforms
29- Proprietary and Confidential -
Sharing Economy
30- Proprietary and Confidential -
Big Data / AI
31- Proprietary and Confidential -
Sharing Economy
32- Proprietary and Confidential -
Best time to start! (Always)
New tools: cloud, open source, SaaS
Lessons: Blogs, Moocs
New distribution channels: Online, App Stores, FB, global b2b platforms, …
New investors: more angels, syndicates, crowdfunding, crowdinvesting
New talent: Service providers, International teams, etc.
But …still – VERY– hard!
Easier => More competition
More distribution channels => Not as simple to market
Customers bombarded with options=>Harder to differentiate
Winner takes all situations
More competition for talent
Research not revelations
Real pains
You feel
Your coworkers friends/family/feel
You observe in the wider world
Real way to monetize and make $
Passion, or at least strong interest that will sustain you for years
Lenses to Filter
Problem
• Start by the problem, not a brainstorm of cool ideas: something you, your parents, friends, colleagues are in pain and want to solveMonetization
• Will people [someone] pay for it?
• How much?Opportunity
• Does it solve a problem that a lot of people have?
• Do you want/need 10K or 10Musers?Acquisition
• Acquisition model/tactics
• How much will it cost me to acquire a customer?Team
• Co-Founders : most important part of launching a new venture
Make it happen time
1- Write down what your idea is
2- What pain is it solving?
37
3- Why hasn’t someone else worked on it?
4- Why are you passionate about it?
Two pillars to make the business model work
CAC CLV
Tot Mkt/#New customersAOV*M*#
(or ARPU*M/Churn)
To make our acquisition more effective
To increase lifetime value
What?
How?
Why?
So What?Marketing strategyTactics to << CAC
(Conversion)Targeting/segmenting
Tactics to >> CLVProduct & Merch
Service focusCost cutting tradeoffs
Metrics: Measure Everything!
Setting up conversion funnelsAnalyze drop offs at each step and do incremental measurable changesSetup e-commerce tracking
E-commerce1. CAC/CRR2. CLV/AOV/#oR3. CR/BR4. CCC/DOH5. Delivery
Platforms/Marketplaces1. # of ‘buyers’ & ‘sellers’2. Inventory growth3. Search effectiveness4. Conversion/Satisf.xcn5. Ratings
SaaS1. CAC/CLV2. Trial signups3. Conv: Upgrades4. ARPU5. Churn
Mobile Apps1. CAC/CLV2. Downloads3. Launch rate4. % Active5. %Pay/ ARPU6. Churn7. Virality
Discomfort=personal growth
Do I keep doing what’s always been done, or challenge old assumptions ad try new approaches to problems?
Do I proactively seek new challenges or just manage those I already have?
Do I risk being exposed and vulnerable, or act to protect my pride and patch of power?
Do I ask for what I really want, or just for what I think others want to give me?
Do I speak my mind or bite my lip, lest I ruffle feathers or subject myself to criticism?
Growth=continuous learning
It’s Easier If You Join A Community!
In Dubai
In Abu Dhabi
42- Proprietary and Confidential -
THE AGE OF NEUROMARKETINGNext-generation approach for YOUR corporate training & employee engagementand new-business marketing & sales
Francesco Furnari, Director & Founder, Clarity International
“WE ARE NOT THINKING MACHINES THAT FEEL;
RATHER, WE ARE FEELING MACHINES THAT THINK.”
Antonio DamasioNeuroscientist & neurobiologistUSA
SKIN CONDUCTANCE VOICE ANALYSIS
EYE TRACKINGEEG
MRI FACIAL CODING
THE NEW BRAINRATIONAL
THE REPTILIAN BRAININSTINCTUAL
THE MIDDLE BRAINEMOTIONAL
“Although system 2 (neocortex) believes itself to be where the actionis, the automatic system 1 (reptilian brain) is the hero of the book...most people choices correspond to the predilection of system 1.”
D. Kahneman - 2002 Economy Nobel Prize
“the amygdala (reptilian) has more influence on the cortex than the cortex has on the amygdala.”
J. Ledoux - Pr. Neuroscience NYU
“The reptilian always win!”
C. Rapaille - Neuro Antropologist
TANGIBLE BEGINNING & END
VISUAL
EMOTIONAL
CONTRAST
SELF-CENTERED
© Salesbrain LLC
SALES TOOLS & EXHIBITIONS
GAMIFICATION
CORPORATE INTRANET
. . .
DIGITAL TRANSFORMATION
VIRTUAL REALITY
EMPLOYEE ENGAGEMENT
LEARNING & DEVELOPMENT
“LOGIC WILL GET YOU FROM
A TO B.
Albert Einstein
IMAGINATION WILL TAKE YOU EVERYWHERE.”
@EBTIC_UAE
#EBTICInnovationClub