FI-WARE Exploitation
Market Analysis, Exploitation Plan, IPR Management and
Market and Policy Awareness
http://www.fi-ware.eu
http://www.fi-ppp.eu
11.1 Market and Competition Analysis
Changes introduced
• New overall vision has been produced
›
Operators are not the only objective,
›
We introduce the fact that most hi-tech industries have become platform battlegrounds, where convergence
between IT, internet, telecommunications and media services and technologies occurs.
› However, companies are planning to sell different element independently
• New data and input from Platform Strategy Market Analysis included.
Response to comments
• Convergence HW-SW.
› FI-WARE wants to be hardware agnostic
• Hardware is available but we are open to new implementations.
We would like
to expand to the future, particularly to new protocols such as html5
11.2 Exploitation Plan including IPR
Management
Commercialization
 Involving our marketing units (Seville). It will be accelerated when they see the results of the test.
 Define FI WARE Platform Strategy based on the previous Platform Strategy Market analysis
• The objective is validate a common Platform Strategy as a whole and not as a loose collection of GEs
Marketing plan
 Answers to commercial questions individually by industrial partners
• Identify the key segments, “ identify where FI-WARE is particularly useful - FI-WARE “Two sided
market”- End Users and Developers
•
•
Identify the main channels will be used to reach the various customer segments (Developers and End
Users) and the marketing tools should be designed to be usable by the internal sales force.
Identify the strategy to ecosystem management and attract as much developers as we can
(Starting the Definition of the objectives for the planned Open Innovation Lab)
Define Key IPR Principles
• Analysis and Refinement of the existing
FI-WARE Legal Notice that fulfills the needs of the three
involved partners
•
Include the Terms and Conditions of the usage of the FI-WARE Contributions within the WIKI
documentation
11.3 Market and Policy Awareness
Changes introduced
•
Include inputs from Platform Strategy Market Analysis regarding regulation of platforms
Future plans
•
•
•
•
•
•
•
•
Cities are being contacted- additional contacts with European cities to wide geographic extension,
Support from business associations
Open innovation initial definition
Events are being organized
Planning Hackaton
Events of different cities
Support from authorities
Interest in the coming call 3
the main impulse will come from the Open innovation lab and phase 3, when
real users and results are expected.
Exploitation Strategy scheme
1
2
Market
Analysis
FI-WARE
Strategy
 Platform Market  FI-WARE
Strategies
Strategy
Analysis
definition
 ICT Market
Trends Analysis
 Individual
Exploitation
 SWOT Analysis
by FI WARE
component
 Third Party
Enablement
 FI-WARE Value
Proposition
 FI WARE
positioning
 FI WARE Impact
 Regulation
concerns
3 Business
plan and
economical
model
4
 Definition of the
costs structure
 Open Lab
definition and
Operational
implementation
 Define revenue
sharing business
models
regarding
aggregation,
composition,
bundling, mashups.
 Initial Business
 Business Plan
Model Definition
elaboration
 GE´s Business
Description
Market Plan
5
Go-to-Market
 Distribution
policy
 IPR,
competitiveness
principles
 3rd FI-WARE
Open Call
 Offers and price
focused on
descriptions
“designing and
 Business SLA
implementing a
plan to accelerate (violations and
penalties)
the participation
of developers
 Sales deployment
plan
 IPRs Principles
 Test Bed and
Sustainability
M 12
M 24
M 36
FI-WARE Strategy settle the basis to coin an ecosystem around its technology and concept
and the initial blueprint for build up a realistic business model
FI-WARE Exploitation. Structure of deliverable
Platform
Regulation
Platform Market
Analysis
Business model
FI-WARE
Strategy
3rd party
enablement
Individual
Exploitation Plan
Business
Canvas
Attract
Sustainability
Political
barriers
D11.1
external factors
Vision
SWOT
D11.2
internal functions of exploitation
Value Proposition
Impact
GE Business
Description
IPR Management
D11.3
Regulation
Regulatory
attract organizations
concerns
Tools
Policy
identifies the potential barriers
Dissemination
Actions
11.1 Market and Competition Analysis
Why
Platforms?
Platform
Potential
What is a
platform?
Business
models
FI-WARE
Value
Proposition
Regulation
FI-WARE
SWOT
Business
ecosytem
Successful
Platform
analysis
FI-WARE
value
SWOT
(global and
per chapter)
6
Platform Market Analysis
Vision
of an
ecosyst.
A platform
with
potential
• Eg. Smart
city, IoT
Build the
architect
ure
Platform
Leadership
1
Making
money
Coalition
around
the
platform
• Operators
• Manufacturers
• Developers
• Customers
Build and Evolve the platform
2
3
Modular/Fle
xible
Right
Connectors
Go-To-Market
Value
Proposition
• Prizes
• Subsidiza
tion
Two sided Platform
One side Platform
Choosing model
FIWARE Platform Potential
1) Performs at least one
essential function
within the system
• FI-WARE is an open,
royalty-free platform ->
general interoperability
• IoT Communication
function in FI-WARE
allows unified
communications
2) Easy to connect to or
to build-upon
• Easily aggregate
services and
applications,
• A single set of APIs
• An approach of
comprehensive service
description and
annotation language
(USDL)
3) Difficult to substitute
• FI-WARE Open
Specifications do not
prescribe more than
what is strictly required.
• FI-WARE GEs can be
picked and plugged
together
• FI-WARE Instance
Provider role may
decide to develop
and/or integrate their
own set of
monitoring/mgt tools
FI-WARE satisfies criteria for a successful platform
At the end of the day it will be these business arguments that
determine whether 3rd parties will accept the FI-WARE
infrastructure.
A Two Sided Business Ecosystem
The classic difficulty for building a platform
is the chicken-and-egg launch problem. Each
side wants the other side to commit before it will
spend resources to adopt the platform. This is a
"critical mass" problem
Implementation rules for pricing to solve the
“critical mass problem”
Subsidize
the
creators
of value
• For a software vendor, free access to the platform to develop and test and
application,
Cater to
marquee
users
• Certain large consumer groups (Smart Cities) bring with them other large user
groups, they add critical value. For end-user clients to pay for access to this
application (per user, per volume-based access…).
Analysis of Strategies of most successful
players
Technical Solution
Business side
Ecosystem
management
• Apple has demonstrated the value
of integrated
content/software/delivery systems
• Apple’s focus on apps, rather than
web browsing
• End to end experience
(content, developer, store,
billing..)
Apple store-700.000Apps on
the store
Walled garden
Android and Apple devices
dominate with 85 percent of
the worldwide market
• Google clearly wants to extend its
dominance of search-related
advertising into the mobile market
and Android, no license fees,
customizable and user friendly
strategy
• How to make money on the
Internet. Google solved that
essential business problem
by linking focused advertising
to user searches
Google Play Store700.000Apps on the store
Linux distribution
Youtube, maps, gmail,,
google,
Android and Apple devices
dominate with 85 percent of
the worldwide market
• Facebook is offering a very good
product. It also has facilitated
development of complementary
applications by sharing with
developers a special language
based on HTML
• Developers can sell
advertisements or incorporate
tools for conducting online
transactions and keep all the
resulting revenue.
Supported by hundreds of thousands of software developers, Apple, Google
and Facebook's platforms are fuelling innovation in consumer
FI-WARE SWOT Analysis
Strengths
 A complete solution for cost-effective creation of
services that response to obvious market
requirements
 Architecture that ensures the general
interoperability
 Royalty free, open and standardization access
points to essential services and technologies
 The possibility to easily aggregate services and
applications
 Scalable, Flexible, seamless
 Supported by major IT vendors and Telco providers
avoiding vendor lock-in
 Lower entry barriers
 Availability of experimentation
capacities/infrastructure
Opportunities
 Benefit form Open Innovation
 Feed and ecosystem where infrastructure providers
can tap into novel revenue streams
 An open solution based on HTML5 offers the best
way to access to device and network capabilities
using common Web languages
 Broadening service offers in areas like M2M and
context management
 Smart City potential unleash
 Launch concrete ecosystem around Urban Data
Weaknesses
 Lack of ready to deploy services
 Lack of standards is still one of the main barriers for
the deployment
 Limited technical integration
 Lack of commercial models and incentives
 A low base of user for potential awareness and
understanding
Threats
 Competitive platforms/solutions appear
 Economic barriers Protectionism: national/regional
exclusionary practices
 Incumbent dominance: regional, layer (telecoms, IT,
platform, business service) monoliths
 Entry or interoperation barriers Includes technology,
standards, business model, contractual barriers
 Demand side: Lock-in, attitudes to new technology,
trust
 Language, resistance to social/business model
change
 Legal barriers Legal or regulatory differences,
inefficiencies and ineffectiveness, due to licensing,
privacy/security, standards, or financial regulation
 Policy fragmentation
11.2 Exploitation Plan including IPR
Management
IPR management
strategy
FI-WARE Strategy
Technical
Business
Third Party
Enablement
Initial Go to Market
Exploitation plan
Individual &
General
Business
Implementation
Business CANVAS
GEs Business
Description
FI-WARE Strategy Definition
 Technical Platform
•
•
•
 Business Platform
Interoperable architecture
•
Unified Service Description
Language (USDL)
•
The ability to combine
offerings from different FIWARE Instance Providers
Open, Royalty-free and
standardized access points
Freedom to (re-) implement
anywhere
 Ecosystem Management
•
•
•
Testbed and Open Innovation
Lab
Sustainable business models
around FI-WARE Instances
Usability and discovery
towards end users (FI PPP
Use Cases)
For being successful, all sides must be tackled simultaneously.
Third party enablement
Open
platform
Long tail of customers:
cities, business,
manufacturing
Benefits for developers
- Solve fragmentation
- Possibility to easily aggregate services and
applications,
- System support and well-tested platform
(Open Innovation Lab)
- 3rd parties become part of the FI-WARE
ecosystem following FIWARE standards but
without being forced to use all defined FIWARE GEs.
- FI-WARE Instance providers get the chance
to choose different market approaches
developing sustainable business models
around FI-WARE Instances
Benefits for customers
- Foster Sectorial Innovation
- Useful tool to get knowledge on
requirements of the market
- Reduced complexity of ICT provisioning,
scaling, global availability and meeting
security requirements from customers and
legal authorities
FI-WARE directly addresses a number of the fundamental strategic concerns in
the application and service provider domain
Target Groups and Channels
FI-WARE as a Business Innovation Platform: Focus on open ecosystem
FI-WARE project as a useful tool to get knowledge on requirements of
the market
Developers
Freely
Available,
tools and
SDKs
Service
Providers
Testbed
Open
Innovation
Lab
Community
Internet-ofservices.com
Linkedusdl.org
Ecosystem
Product
Enablement
USDL enabling Concepts & technology
FI-WARE
Partner´s
existing
customer
relationships
FI-PPP Use
Cases
Usability and
discovery
IPR analysis of all Enablers performed
Analysis and Refinement of the existing FI-WARE Legal Notice and include the Terms and
Conditions of the usage of the FI-WARE Contributions within the WIKI documentation
Exploitation possibilities



Platform provider
Application provider
service operator
Telefonica/ FT
/Telecom Italy
•Smart city
• Home services
through platform
• Included into
FI-WARE
offering
Technicolor
NSN, Ericsson, Intel
•Home services
•Service to operators
• Cloud services into
platform
• Security services into
platform
• Tailored end to end IT
solutions
• Through use cases
• Application provider
• Network services
IBM, Thales, DT,
Atos, Siemnes<
engineering Intel ,
NEC
•Enterprise customers
SAP
• PPP-Partner
• 3rd Parties
• Partner Ecosystem
• Permissive Open Source
• SAP product
enhancement
FI WARE BUSINESS CANVAS
Key partners
Value proposition
Key activities
Application development
•
•
•
•
•
•
•
Telco Operators
Software providers
Software vendors
IT Solution Providers
System Integrators
Network equipment
providers
Mobile terminal
manufacturers
•
•
Customer
relationship
Customer
segments
•Plus attracting end users
•A two sided market
• Usability and discovery
 Developers that
towards end users (FI PPP
build apps on top
use cases)
of FI WARE
• Price/revenue share to access
•
SMEs
the platform (Smart Cities)

Traditional
customers
•Management of developer community
Users
• Attracting developers (revenue •
share, Time to market, support •
Enterprises
systems...)
•
Smart Cities
• Diversity of available APIs and
access to network capabilities
•Available documentation
and support
Channels
•Managing different devices and OSs
 In collaboration with Use Cases
A an innovative, open and
 Benefit from Open Innovation
 Identify the marquee developers interoperable platform that offers
a complete solution for
 Identify influential consumers
cost-effective creation and
•Developers
Key resources
delivery of versatile digital services• Offered Catalogue of Generic Enablers
• Dedicated workshops (f2f and virtual)
• Cloud hosting services
• Successfully attracting both
• Open Source communities (Eclipse and OW2).
•
The
IoT
Communication
function
developers and end users
•
•
•
•
•
•
•
•
•
A single set of APIs,
Open specifications
comprehensive service
description and annotation,
optionally externalized through
languages like the Unified
Service Description Language
(USDL)
Provides a concept and concrete
implementations of a generic and
extendible ICT platform for
Future Internet services
addresses the requirements of
Future Internet networked
applications by an evolutionary
Architecture
Competitive pricing and
billing schemes
Providing developers incentives
to publish on the platform
(e.g. an attractive revenue sharing
scheme and a tested platform
Open Lab)
• Support
channels
An appropriate Interface to the Network
and to community-enabling
the Devices
linked-usdl.org, internet-of-services.com.
Access information in a safe
• National funding bodies
way, preserving confidentiality
• Other business service ecosystem activities from
of data and privacy of the user
partners (Bluevia, Movilforum, , SAP Net Weaver )
• National Platforms which have their own SMEs
A integrated solution validated
ecosystems
And tested in different
•
•
Building and maintaining an IT environments and sectors
infrastructure to support
Standardization activities
Platform regulation
Platform Leadership
Cost Structure
Infrastructure to be determined in Test-lab
Customer Care or system support
Marketing expenses
•
•
•
•
•
•
•End Users
•
•
Use partner´s existing customer relationships,
plus new channels gained through the usage of
the FI-WARE Platform by potential customers
Inclusion in the portfolio, in the M2M market,
mostly to the Smart City market
Revenue Streams
Licensing: (Pay per use): IaaS and SaaS , and as software component provider to build
Generic Enables (GE, through licensing
Selling Apps: M2M data market / Big Data and dedicated solution business
Hosting service, Data storage , increase data traffic,
Revenues for development tools, and professional services for customization and
solution consulting
As integrator of FI WARE Instances,
Smart Cities as a service and revenue sharing (taxes, fees, fines…)
11.3 Market and Policy Awareness
Marketing
Strategy
Business msg.
Mkt. Msg.
Mkt channels
Regulatory
Environment
Roadmap
List of Market and
Policy actions
Main Regulatory Concerns
Online Identity,
•including anonymity, digital presence, rights to delete information, etc.
Traditional regulatory analysis is not
equipped to deal with platforms
Cloud computing,
•including the risks and benefits of virtual access to information, etc.
pricing and crosssubsidization strategies
Content regulation,
•including copyright, licenses, open access, etc
bundling strategies
Internet of things,
•and the connections between people and devices
collaboration
Net Neutrality
Relationships between consumers and suppliers online
Cybercrime and Cyberlaw,
• including phishing, cracking, cyberterrorism, etc
A thorough investigation of potential risks can be recommended as a
consequence of multisidedness of markets,
Market Awareness Actions
Action 1
Action 2
Action 3
Action 4
• Involve Relevant Actors,
including Smart Cities and
Large companies
•get support from business
associations
•Assess IPR
• Promote the Open
innovation Lab
Action 5
Action 6, 7and 8
Action 9
Action 10
•Elaborate marketing
material for business
impact
•Organize National Events
•Organize (Pan)-European
Event/s
•Get involved in sectorial
Events (and understand
specificities of the
domains)
•Obtain and analyse
feedback from
questionnaires
• Hold Open Calls events (to
create market awareness)
Action 11 to 14
Action 15
•Validate FI-WARE
messages
•Assess the FI-PPP
programme
• Jointly participate in
workshops
•Submit contributions to
public consultations
• Organize a hackathon
Potential Regulatory Actions
Action 18
Action 16
To Participate in Digital
Agenda events
Action 17
To participate in the
CFA on ICT in Regional
Programmes
Action 19
• Participate in the WG
activities (FI PPP
level)
- Identify High and nontemporary barriers to entry in a
market;
- The dynamic state of
competition behind these
barriers to entry
- The question of whether
existing competition law is
sufficient or not.
Action 20
• Define roadmap of
joint activities: FIWARE-ICT Labs
Thanks !!
http://www.fi-ppp.eu
23
Sales process : example smart city case
 The
benefits of the FI-WARE platform that partners wishes to highlight will be sold via
relevant use-cases and proof-points that demonstrate the successful adoption of FI-WARE
technology.
FI-WARE Open Innovation Lab
From the Research
and Technology
Center to FI-WARE
partners´ business
units
Production environment
FI-WARE
IDAS
standard data format
 As FI-WARE usage-model
Test beds in cities
and other
environments (FIPPP use cases )
examples and proof-points
become available, highlights
will be included in
presentations, technical
papers and demonstrations to
partners and customers
Smart Santander
With a long term
vision
 Results transfer in the
respective business units and
will strength the developer
community
…leveraging on global ecosystems that may boost
local initiatives and entrepreneurs
 Provide an innovative interaction platform for industry, research and user domains
 Leveraging the Internet infrastructure as the basis of user-centered open innovation
schemes,
An open model to involve all city
stakeholders and improve the local economy…
Regional
Authorities
Public
Companies
National
Authorities
City Council
MNC
Companies
Mayor
Citizens
UE
Authorities
City Business
Tourists
In the case of Smart Cities, city halls will be addressed via the
conventional procedure followed within the FI-WARE partners, following
the existing commercial structures. 26
Proposal on how to publish terms and
conditions of use of FI-WARE GE RIs
 A new tab named as “Use Terms and Conditions” will be added to each entry in the FIWARE Catalogue which will be structured in three major sections:
•
•
Use Terms and Conditions for experimentation within the FI-PPP program
›
Open Innovation Lab
›
•
Standard text derived from the Collaboration Agreement
Standard text that refers to “Open Innovation Lab: Use Terms and Conditions” agreement/contract that will be
subscribed by third parties who will develop experimental applications to test/experiment under the umbrella of
FI-WARE Open Innovation Lab activities
External availability
›
›
Text to be provided by each FI-WARE GE owner (some example texts provided in complementary .docx file)
Distinguishes between use terms and conditions applying to downloadable software (binaries or open source)
and to “as a Service” models, may also consider other commercial models
 Distinction between “Experimental Instances” and “External Instances” will be made within
the “Instances” tab
 The "downloads" Tab should provide the means by which copies of the software (binaries
or open source) can be obtained, provided that the Use Terms and conditions established
for downloadable software are met.