IST-2001-34825 SEWASIE Review meeting Aachen 14 th March 2005 Exploitation Christoph Engels Thinking...

IST-2001-34825

SEWASIE

Review meetingAachen 14th March 2005

ExploitationExploitation

Christoph Engels Christoph Engels

Thinking Networks AGThinking Networks AG

Christoph Engels – Thinking Networks AG (D) 2

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manufacturing (CNA)

Exploitable Results Exploitable Results - Overview -- Overview -

textile (CNA)

librarian (IBM) annotation, monitoring,negotiation (TN&FIT) query agent & manager (Modena)

sector

function

vertical exploitation

horizontal exploitation


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Monitored during last 9 month, minor changes

Presented at the 2nd year Presented at the 2nd year reviewreview

Presentation of the current draft of the Presentation of the current draft of the Business PlanBusiness Plan– Company Company – Product / ResultProduct / Result – Market & CompetitionMarket & Competition– SWOT AnalysisSWOT Analysis– Exploitation strategyExploitation strategy– TimetableTimetable

• Future actionsFuture actions (3rd year) (3rd year)

Updated within the last 9 month

Worked on last 9 month


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s What have been promised?What have been promised?Future Actions (3rd year)Future Actions (3rd year)

• Quantification of marketing & sales activities (for each vertical & Quantification of marketing & sales activities (for each vertical & horizontal exploitation activity)horizontal exploitation activity)– Establish a value based pricing modelEstablish a value based pricing model– Provide sales force with demonstrators and marketing materialProvide sales force with demonstrators and marketing material– Identify USP‘s of results and train sales force Identify USP‘s of results and train sales force (month 2: Business (month 2: Business

Model)Model)

• Further work on exploitations is planned during 2004/2005:Further work on exploitations is planned during 2004/2005:– D7.6 TIP (month 36)D7.6 TIP (month 36)– D7.7 Showcase of SEWASIE prototypes (month 36)D7.7 Showcase of SEWASIE prototypes (month 36)– D7.9D7.9 Final economic & organisational assessment (month 30)Final economic & organisational assessment (month 30)

• Refinement of sales plans for final SEWASIE TIP (for each partner)Refinement of sales plans for final SEWASIE TIP (for each partner)– Estimate # of licenses / periodEstimate # of licenses / period– Estimation of revenue Estimation of revenue – Estimation of ressources needed Estimation of ressources needed

( )


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Vertical ExploitationVertical Exploitation

Vertical applications

Horizontal solutions


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• 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

Market needs: Market needs: Analysis of SEWASIE‘s potential Analysis of SEWASIE‘s potential usersusers


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Results (54 responses) 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


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Results (54 responses) 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


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Results (54 responses) 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% )


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Exploitation partners of CNAExploitation partners of CNA

CNA is a holding with the following subsidiaries:CNA is a holding with the following subsidiaries:– CNA AssociazioneCNA Associazione (trade union of about 14.000 (trade union of about 14.000

craftsmen)craftsmen)• Most members of CNA Associazione are SMEsMost members of CNA Associazione are SMEs

– CNA ServiziCNA Servizi (make administrative services to CNA (make administrative services to CNA Associated)Associated)

– InterpretaInterpreta (interpretation of laws) (interpretation of laws)– Etc.Etc.

CNA has tight collaboration with the following companies:CNA has tight collaboration with the following companies:- ExpomodenaExpomodena- DemocenterDemocenter- ConsobiomedConsobiomed


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CNA: Results to be exploited CNA: Results to be exploited Results that will be exploited by CNAResults 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 toCNA 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.


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CNA-Customer target and demandCNA-Customer target and demand

The new Service CNA is going to exploit can be addressed The new Service CNA is going to exploit can be addressed to two different kinds of companies:to two different kinds of companies:

1)1)TYPE 1:TYPE 1: SMEsSMEs needing to needing to Search data on InternetSearch data on Internet or or needing to needing to find partners or suppliersfind partners or suppliers. The service can also . The service can also support the negotiation phase with partners or suppliers.support the negotiation phase with partners or suppliers.

2)2)TYPE 2:TYPE 2: Companies Companies that have as core business that have as core business KIBS KIBS activitiesactivities (KIBS: knowledge intensive business services), (KIBS: knowledge intensive business services), like: legal activities, market research, business and like: legal activities, market research, business and management consulting, labour recruitment, engineering management consulting, labour recruitment, engineering activities, etc. The Service can help such companies to:activities, etc. The Service can help such companies to:

·· Reduce search effort/cost of all departments performing Reduce search effort/cost of all departments performing search activitiessearch activities

·· Improve the internal Knowledge baseImprove the internal Knowledge base


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s CNA- Potential target/geographical CNA- Potential target/geographical focusfocus

Geography:Geography:CNA provides services to CNA Associazione that is active at three CNA provides services to CNA Associazione that is active at three

different level:different level:– Modena provinceModena province: 14.000 members => target of year 1: 14.000 members => target of year 1– Emilia-Romagna regional levelEmilia-Romagna regional level: 64.000 members => target of : 64.000 members => target of

year 2year 2– Italian national levelItalian national level: 350.000 => target of year 3: 350.000 => target of year 3

Pricing policyPricing policy::– CNA Modena will offer a CNA Modena will offer a free trial periodfree trial period of use for the new of use for the new

search engine to all its associated companies. search engine to all its associated companies. – After the trial period (e.g. 1 month) the After the trial period (e.g. 1 month) the subscription feesubscription fee will be: will be:

• 50 EURO per year for companies of TYPE 1 50 EURO per year for companies of TYPE 1 • 300 Euro per year for companies of TYPE 2 (including personalisation 300 Euro per year for companies of TYPE 2 (including personalisation

of ontology and consultancy fees). of ontology and consultancy fees).


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CNA- Business PlanCNA- Business Plan

A A business Planbusiness Plan for the 3 years following the project for the 3 years following the project conclusion has been conclusion has been prepared.prepared.

For each year estimations of potentially interested For each year estimations of potentially interested companies of TYPE 1 and TYPE 2 have been elaborated companies of TYPE 1 and TYPE 2 have been elaborated and the following points have been considered: (and the following points have been considered: (example example Year 1Year 1))

• Associated companies: 14.000 companies advertising Associated companies: 14.000 companies advertising through trade events already organised for other through trade events already organised for other activities: trade meetings, CNA newsletter, direct mailingsactivities: trade meetings, CNA newsletter, direct mailings

• Companies of TYPE 1 interested in the Service: 25% Companies of TYPE 1 interested in the Service: 25% (3.500 companies)(3.500 companies)

• Companies of TYPE 2 interested in the Service: 350 Companies of TYPE 2 interested in the Service: 350 companiescompanies


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CNA- Business PlanCNA- Business Plan

For 1For 1stst year: year:

Revenue: 190.000€Revenue: 190.000€• Cost for licences to be paid: = (to be defined)Cost for licences to be paid: = (to be defined)• Cost for personnel (2 technicians, 2 marketing): 160.000€Cost for personnel (2 technicians, 2 marketing): 160.000€• Cost technical equipment: 15.000€ (45.000€ in 3 years) Cost technical equipment: 15.000€ (45.000€ in 3 years) • Cost for promotion: 5.000€Cost for promotion: 5.000€• Cost for project funding (to be recovered in 3 years): Cost for project funding (to be recovered in 3 years):

72.333€72.333€• Total cost year 1: 252.333 Total cost year 1: 252.333 • Net Income 1st year: -62.333 euro (excluded licenses)Net Income 1st year: -62.333 euro (excluded licenses)


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CNA- Business Plan ViewCNA- Business Plan View

Year1

Year2

Year3

total cost

total revenue-€ 500.000,00

€ -

€ 500.000,00

€ 1.000.000,00

€ 1.500.000,00

€ 2.000.000,00

€ 2.500.000,00

total cost

Net income

total revenue

Costs for licenses not yet considered!!


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CNA CNA Planned activities for the Exploitation and Dissemination of the

project results:

1. Preliminary phase (survey of potential users, submission of request for take up actions and test of the engine) (Q2/05)

2. Local promotion/Marketing (Q3/05)

3. Regional promotion/Marketing (Q2/06)

4. National promotion/Marketing (Q1/06)

5. International promotion/Marketing (Q1/07)

6. Training activities (Q3/05)

7. Organisation of events (Q3/05;Q2/06)

This is pushing the planning to have a production system asap


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CNA 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.


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CNA CNA Local promotion (Q2/05):

– Promotion among its members (14.000 companies)– Produce a CD describing the SEWASIE project– Dissemination to Tuttostampi and 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


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CNA 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


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CNA 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.


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CNA: TimetableCNA: Timetable


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CNA - ConclusionsCNA - ConclusionsCNA 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


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Sustainability of resultsSustainability of results

• Economical (due to requirements of user Economical (due to requirements of user survey)survey)– Enabling Enabling SME‘sSME‘s to apply target oriented to apply target oriented

investigationsinvestigations– Provide Provide SME‘sSME‘s with automated with automated monitoring of monitoring of

competitioncompetition and and supplierssuppliers which results in early which results in early action triggers (competitive advantage)action triggers (competitive advantage)

• SocialSocial– Increase competitiveness of small & medium Increase competitiveness of small & medium

enterprises, which preserves and modernizes enterprises, which preserves and modernizes European industrial and social structures. European industrial and social structures.


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Horizontal ExploitationHorizontal Exploitation




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Strategy TN & FIT (updated)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)


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Strategy TN & FIT (updated)Strategy TN & FIT (updated)

• 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)

World largest BI vendor (France)


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Strategy TN & FIT (updated)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)


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Timetable Timetable


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Value based pricing schemeValue based pricing scheme

(1) Integration of OLAP & Visualisation Technology

Three main components:

(A) Extensions to OLAP Tool TN Planning (Data & Metadata Mgmt.)

status of a mature product

(B) SwapIT visualisation module

status of a product

(C) OLAP Annotation & visualisation module

status of a sector specific demonstrator


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(A) 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 user independent• Target accounts:

• 5.000 Business Objects business in force customers• 2.500 TN target accounts (cold sales)• 0,5% estimated success rate


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(C) 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)


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1st

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Licenses in EUR

Prof. Services

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Licenses in EUR

Prof. Services


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Sustainability of resultsSustainability of results• EconomicalEconomical

– Enabling Enabling SME‘s SME‘s to apply target oriented to apply target oriented investigationsinvestigations– Provide SME‘s with high performance Provide SME‘s with high performance ASP controlling toolsASP controlling tools– Provide SME‘s with automated Provide SME‘s with automated monitoring of competitionmonitoring of competition and and

suppliers suppliers which results in early action triggers (competitive which results in early action triggers (competitive advantage)advantage)

• TechnicalTechnical– Extension of contributions to provide Integration with other Extension of contributions to provide Integration with other

components. This increases length of product life cycle. components. This increases length of product life cycle. – One of the first integrations of structured & unstructured data One of the first integrations of structured & unstructured data

analysis analysis

• SocialSocial– Increase competitiveness of small & medium enterprises, Increase competitiveness of small & medium enterprises,

which preserves and modernizes European industrial and which preserves and modernizes European industrial and social structures. social structures.


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Horizontal ExploitationHorizontal Exploitation




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s Horizontal Exploitation: Horizontal Exploitation: Ontology Management SystemsOntology 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)


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Timetable Timetable


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Pricing Scheme Pricing Scheme

Two components contribute to revenue:

Software-Licenses

10.000 € per Licensethis 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


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Pricing Scheme Pricing Scheme

1st2nd 3rd

Licenses in EUR

Prof. Services

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Sustainability of resultsSustainability of results• EconomicalEconomical

– Strengthen Italian branch of IBM by demonstration of it‘s Strengthen Italian branch of IBM by demonstration of it‘s power of innovation power of innovation

• TechnicalTechnical– Extension of contributions to provide Integration with Extension of contributions to provide Integration with

other components. This increases length of product life other components. This increases length of product life cycle. cycle.

– Application of Standard interfaces like LDAP and XMLApplication of Standard interfaces like LDAP and XML

• SocialSocial– Increase competitiveness of small & medium enterprises, Increase competitiveness of small & medium enterprises,

which preserves and modernizes European industrial and which preserves and modernizes European industrial and social structures. social structures.

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IST-2001-34825 SEWASIE Review meeting Aachen 14 th March 2005 Exploitation Christoph Engels Thinking...

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