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TRANSCRIPT
It Takes a Village 2.0
A tale of accelerating market acceptance through collaboration
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When it comes toemerging technologies or standards, it'll take a village to accelerate mass market acceptance
Why?
JJ SmithBusiness Correspondent
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Why does it take a village?
To address your question, let's start with an understanding of the end goal. Okay.
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What kinds of things help accelerate market acceptance of new technologies and standards? Interoperability is
the first thing that comes to mind- that gets users and buyers moving.
Yes. That's a biggie. And to get to it you have to have agreed upon standards.
Of course!
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How do standards get agreed upon?
It takes a village…
I see! And this discussion has gone circular.
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Indeed it has. Let's start with the Village. Okay.
The "Village" in this context is a collaborative community of stakeholders … commonly referred to as Consortia, SIGs, etc.
So, in essence, a B2B Ecosystem?
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Yes. This Village/Collaborative B2B Ecosystem, is made up of a value chain of interdependent entities… that includes competitors, buyers, users, academia and even the public sector. Competitors?
Really?Yes. One of the challenges is to get competitors to collaborate.
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If you think about it, to get to the desired outcome – accelerating mass market acceptance, you really need everyone – all the so called stakeholders – to play nicely together.
Collaborate…
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Makes sense. Timing has something to do with it as well, right?
Yes. They need to share a common vision and then collaborate to a) establish standardsb) ensure interoperability, andc) drive adoption and growth through market development and proliferation programs.
Good point!
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Name some examples…
It takes a Village, consisting of the Right players, sharing the Right Vision, at the Right Time.
Sure. WiFi, Bluetooth, SD and ZigBee are all really good ones to consider.
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Now look at it from this perspective…
ServiceProviders
Content &Media Providers
ApplicationDevelopersVendors Customers
Time to Market(TTM)
EnhancedRev per User
Rev per Subscriber
DifferentiatedOfferings
CommonDevelopment
Platform
MultipleInteroperable
Solutions
Village
SOLUTION DEPLOYED ACROSS THE ENTIRE VALUE CHAIN
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Okay… so this collaborative community of companies gets together and rallies around standards.
Correct.Then what happens?Like everything, there's some sort of lifecycle, right?
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Starts with Launch.
PHASE I:
Launch
Develop and Deliver Needed Solutions
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Then you get to the Growth stage.
PHASE I:
Launch
PHASE II:
Growth
Develop and Deliver Needed Solutions
Perform Market and Ecosystem Development
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Next, its Market Penetration where you drive adoption and volume.
PHASE I:
Launch
PHASE III
Market Penetration
PHASE II:
Growth
Develop and Deliver Needed Solutions
Perform Market and Ecosystem Development
Drive Adoption & Volume
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This last Phase is most interesting…
PHASE I:
Launch
PHASE IV:
Reset or Sunset
PHASE III
Market Penetration
PHASE II:
Growth Inflection Point
Develop and Deliver Needed Solutions
Perform Market and Ecosystem Development
Drive Adoption & Volume
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So you get to a point where the standard just fades out…? Or is rethought.
Happens with most innovation cycles. You are constantly revisiting and adapting. What kind of period
of time are we talking about?
It varies. The lifecycle of a standard can run anywhere from 18 months to several years.
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Here's another way to look at the staging. You start with getting a handful of companies sharing a common vision…
3-5 Companies aligned on
Vision
Incubate
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The next stage is key… You have to get your Village structured…
3-5 Companies aligned on
Vision
Structured Entity with
Mission, Game plan,
Value Proposition &
Key Deliverables
StructureIncubate
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Operating as an "alliance," you establish things like mission, game plan, your value proposition…
Incubate
3-5 Companies aligned on
Vision
Structured Entity with
Mission, Game plan,
Value Proposition &
Key Deliverables
Structure
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... And you determine what types of deliverables there will be.
Incubate
3-5 Companies aligned on
Vision
Structured Entity with
Mission, Game plan,
Value Proposition &
Key Deliverables
Structure
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Then you grow with an abundance of focused activities…
Deliver Solutions to Roadmap-
Specifications, Certification
Outreach Programs
Market EducationFootprint
Development
Launch & Grow
Incubate
3-5 Companies aligned on
Vision
Structured Entity with
Mission, Game plan,
Value Proposition &
Key Deliverables
Structure
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Let's circle back on the alliance thing and the structure...Village/Alliance
INITIATIVEMEMBERS
Board of Directors
Technical Activities
GovernanceActivities
Marketing Activities
Sure. Here's how it looks… Seems pretty
straightforward.
There's just one thing that's bothering me.
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My understanding is that this Village consists mostly of volunteers... Folks who have a day job at a company that has its own org chart and roadmaps and deliverables…
Village/Alliance
INITIATIVEMEMBERS
Board of Directors
Technical Activities
GovernanceActivities
Marketing Activities
What's that?
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When and how do all these Village activities get done?
Village/Alliance
INITIATIVEMEMBERS
Board of Directors
Technical Activities
GovernanceActivities
Marketing Activities
Correct.
And your question is…?
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That's where Outside Services come in.
Sometimes referred to as Alliance Management Services.
Executive Director
ProgramManagement
Marketing Management
Technical Management
LicenseManagement
Virtual Business Operation:
-Finance
-Information
Management
-Operations
Vendor Management
Outside Services
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And this is how they interplay.
Village/Alliance
INITIATIVEMEMBERS
Board of Directors
Technical Activities
GovernanceActivities
Executive Director
ProgramManagement
Marketing Management
Technical Management
LicenseManagement
Virtual Business Operation:
-Finance
-Information
Management
-Operations
Marketing Activities
Vendor Management
Outside Services
That makes sense.
The Village has a support network in place to keep things moving.
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Notice that the Support Network offers strategic counsel to the Board, management of a number of activities AND handles business operations
Impressive.
Like the balance of strategic and tactical. Makes sure all the bases are covered.
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Relative to the opportunity costs, the services are quite affordable and can be covered through membership fees.
One more question...
Aren't outside services expensive?
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Maybe in the beginning, you outsource a small amount of activities: Some Executive Management, a little Services Management and, for sure, Virtual Business Operations.
But you don't need to take all of these at once, do you?
You should be able to obtain what you need a la carte.
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Any further questions?
I don't believe so.You did a great job.
Do you have anything more for me?Actually, yes. Did
you happen to catch Gary Shapiro's keynote at CES?
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Correct. How innovation and technology will light the way in the future…
How innovation benefits everyone in the world…
That was the one about innovation, right?
I remember.
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For consumers to benefit from innovations… for new products to see the light of day, so to speak…
Yes, indeed.…It takes a Village?
My pleasure!
Great. Makes sense.Thanks for your time!
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News of the "Village 2.0" concept spreads… …for some, triggering
interest in learning more.
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>> Forming a Village (AKA Starting an Alliance)?
>> Got a Village that needs additional resources?
>> Got an initiative needing a boost or an innovation that needs some acceleration?
Help is just a click or call away.
www.inventures.com
Email: [email protected]: 1-925-275-6667
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