http://www.fi-ware.euhttp://www.fi-ppp.eu

FI-WARE ExploitationMarket Analysis, Exploitation Plan, IPR Management and Market and Policy Awareness

11.1 Market and Competition Analysis

• 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.

• 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

Changes introduced

Response to comments

11.2 Exploitation Plan including IPR Management

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)

• 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

Commercialization

Marketing plan

Define Key IPR Principles

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

11.3 Market and Policy Awareness

• Include inputs from Platform Strategy Market Analysis regarding regulation of platforms

• 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

Future plans

the main impulse will come from the Open innovation lab and phase 3, when real users and results are expected.

Changes introduced

Exploitation Strategy scheme

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

Market Analysis

FI-WARE Strategy

Business plan and

economical model

Market Plan

Go-to-Market

Platform Market Strategies Analysis

ICT Market Trends Analysis

SWOT Analysis by FI WARE component

FI-WARE Value Proposition

FI WARE positioning

FI WARE Impact

FI-WARE Strategy definition

Individual Exploitation

Third Party Enablement

Regulation concerns

Initial Business Model Definition

GE´s Business Description

IPRs Principles

Test Bed and Sustainability

Definition of the costs structure

Define revenue sharing business models regarding aggregation, composition, bundling, mash-ups.

Business Plan elaboration

Open Lab definition and Operational implementation

3rd FI-WARE Open Call focused on “designing and implementing a plan to accelerate the participation of developers

Sales deployment plan

Distribution policy

IPR, competitiveness principles

Offers and price descriptions

Business SLA (violations and penalties)

1 2 3 4 5

FI-WARE Exploitation. Structure of deliverable

D11.3attract organizations

identifies the potential barriers

D11.2internal functions of exploitation

D11.1external factors

PlatformRegulation

Platform Market Analysis SWOT Impact

IPR Management

Policy

FI-WAREStrategy

Political barriers

Regulation concerns

Dissemination Actions

GE Business Description

Business Canvas

SustainabilityAttract

Business model

Vision Value Proposition

Individual Exploitation

Plan

RegulatoryTools

3rd party enablement

11.1 Market and Competition Analysis

7

What is a

platform?

FI-WARE value

FI-WAREValue

Proposition

Business models

Why Platforms?

Business ecosytem

SWOT(global and

per chapter)

FI-WARE SWOT

Regulation

Platform Potential

Successful Platform analysis

Build and Evolve the platform

Platform Market Analysis

A platform with potential• Eg. Smart city, IoT

Vision of an

ecosyst.

Modular/FlexibleRight Connectors

Build the

architecture

• Operators• Manufacturers• Developers• Customers

Coalition

around the

platform

• Prizes• Subsidization

Making

money

Choosing model

One side Platform Two sided Platform

Go-To-Market

PlatformLeadership

Value Proposition

1

2

3

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 platformAt 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

•For a software vendor, free access to the platform to develop and test and application,

Subsidize the

creators of value

•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…).

Cater to marquee

users

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”

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 storeWalled gardenAndroid 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 Store-700.000Apps on the storeLinux distributionYoutube, 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.

Analysis of Strategies of most successful players

Refine

Supported by hundreds of thousands of software developers, Apple, Google and Facebook's platforms are fuelling innovation in

consumer

FI-WARE SWOT Analysis

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

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

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

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

Opportunities

Strengths Weaknesses

Threats

11.2 Exploitation Plan including IPR Management

FI-WARE StrategyTechnicalBusinessThird Party Enablement

Initial Go to MarketExploitation plan Individual & General

Business ImplementationBusiness CANVAS

IPR management strategy

GEs Business Description

FI-WARE Strategy Definition

Technical Platform• Interoperable architecture• Unified Service Description

Language (USDL)• The ability to combine

offerings from different FI-WARE Instance Providers

Business Platform• 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 platfor

m

Long

tai

l of

cust

omer

s: c

itie

s,

busi

ness

, m

anuf

actu

ring

- 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 FI-WARE GEs.

- FI-WARE Instance providers get the chance to choose different market approaches developing sustainable business models around FI-WARE Instances

- 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

Benefits for customers

Benefits for developers

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 ecosystemFI-WARE project as a useful tool to get knowledge on requirements of

the market

DevelopersFreely Available, tools and SDKs

Service ProvidersTestbedOpen InnovationLab

CommunityInternet-of-services.comLinked-usdl.org

EcosystemProduct Enablement

USDL enabling Concepts & technology

FI-WARE

Partner´s existing customer relationships

FI-PPP Use Cases

Usability and

discovery

Refine

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

Telefonica/ FT /Telecom Italy •Smart city

NSN, Ericsson, Intel•Service to operators

SAP• PPP-Partner• 3rd Parties• Partner Ecosystem

IBM, Thales, DT, Atos, Siemnes< engineering Intel , NEC•Enterprise customers

Technicolor•Home services

Platform provider Application provider service operator

• Permissive Open Source

• SAP product enhancement

• Cloud services into platform

• Security services into platform

• Tailored end to end IT solutions

• Through use cases• Application provider• Network services

• Home services through platform

• Included into FI-WARE offering

FI WARE BUSINESS CANVASKey partners

• Telco Operators• Software providers• Software vendors• IT Solution Providers• System Integrators• Network equipment providers• Mobile terminal manufacturers

Key activitiesApplication development • A single set of APIs,• Open specifications comprehensive service description and annotation, optionally externalized through languages like the Unified Service Description Language (USDL) In collaboration with Use Cases Benefit from Open Innovation Identify the marquee developers Identify influential consumers

Value propositionProvides a concept and concrete implementations of a generic and extendible ICT platform for Future Internet servicesaddresses the requirements of Future Internet networked applications by an evolutionary Architecture

A an innovative, open and interoperable platform that offers a complete solution for cost-effective creation and delivery of versatile digital services• Cloud hosting services• The IoT Communication function• An appropriate Interface to the Network and to the Devices• Access information in a safe way, preserving confidentiality of data and privacy of the user

A integrated solution validated And tested in different environments and sectors

Customer relationship

• Plus attracting end users• Usability and discovery towards end users (FI PPP use cases)• Price/revenue share to access the platform (Smart Cities)• Management of developer community• Attracting developers (revenue share, Time to market, support systems...)• Diversity of available APIs and access to network capabilities• Available documentation and support• Managing different devices and OSs

Customer segments

• A two sided market Developers that build apps on top of FI WARE• SMEs Traditional customers• Users• Enterprises• Smart Cities

Cost Structure• Infrastructure to be determined in Test-lab• Customer Care or system support• Marketing expenses

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…)

•

Channels• Developers• Offered Catalogue of Generic Enablers • Dedicated workshops (f2f and virtual)• Open Source communities (Eclipse and OW2).• Support community-enabling channels linked-usdl.org, internet-of-services.com.• National funding bodies• Other business service ecosystem activities from partners (Bluevia, Movilforum, , SAP Net Weaver )• National Platforms which have their own SMEs ecosystems• 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

Key resources• Successfully attracting both developers and end users• 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)• Building and maintaining an IT infrastructure to support• Standardization activities• Platform regulation• Platform Leadership

11.3 Market and Policy Awareness

Roadmap

Marketing Strategy

Business msg.Mkt. Msg.

Mkt channels

Regulatory Environment

List of Market and Policy actions

Main Regulatory Concerns

A thorough investigation of potential risks can be recommended as a consequence of multisidedness of markets,

Trad

ition

al re

gula

tory

ana

lysi

s is

no

t equ

ippe

d to

dea

l with

pl

atfo

rms

pricing and cross-subsidization strategies

bundling strategies

collaboration

•including anonymity, digital presence, rights to delete information, etc.

Online Identity,

•including the risks and benefits of virtual access to information, etc.

Cloud computing,

•including copyright, licenses, open access, etc

Content regulation,

•and the connections between people and devices

Internet of things,

Net Neutrality

Relationships between consumers and suppliers online

• including phishing, cracking, cyberterrorism, etc

Cybercrime and Cyberlaw,

Market Awareness Actions

Action 1• Involve Relevant Actors, including Smart Cities and Large companies

Action 2•get support from business associations

Action 3•Assess IPR

Action 4• Promote the Open innovation Lab

Action 5•Elaborate marketing material for business impact

Action 6, 7and 8 •Organize National Events

•Organize (Pan)-European Event/s

•Get involved in sectorial Events (and understand specificities of the domains)

Action 9•Obtain and analyse feedback from questionnaires

Action 10• Hold Open Calls events (to create market awareness)

Action 11 to 14•Validate FI-WARE messages

•Assess the FI-PPP programme

• Jointly participate in workshops

•Submit contributions to public consultations

Action 15• Organize a hackathon

Potential Regulatory Actions

Action 16 To Participate in Digital Agenda

events

Action 17 To participate in the CFA on ICT in

Regional Programmes

Action 18 - Identify High and non-temporary 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 19• Participate in the

WG activities (FI PPP level)

Action 20• Define roadmap

of joint activities: FI-WARE-ICT Labs

Thanks !!

24

http://www.fi-ppp.eu

Sales process : example smart city case

Test beds in cities and other environments (FI-PPP use cases )

With a long term vision

Smart Santander

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.

From the Research and Technology Center to FI-WARE partners´ business units

FI-WARE Open Innovation Lab Production environment

FI-WARE IDAS

standard data format

As FI-WARE usage-model examples and proof-points become available, highlights will be included in presentations, technical papers and demonstrations to partners and customers

Results transfer in the respective business units and will strength the developer community

…leveraging on global ecosystems that may boost local initiatives and entrepreneursProvide 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…

City Council

PublicCompanies

City Business

Citizens

Mayor

NationalAuthorities

UEAuthorities

TouristsMNCCompanies

RegionalAuthorities

27

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.

Proposal on how to publish terms and conditions of use of FI-WARE GE RIsA new tab named as “Use Terms and Conditions” will be added to each entry in the FI-

WARE Catalogue which will be structured in three major sections:• Use Terms and Conditions for experimentation within the FI-PPP program

› Standard text derived from the Collaboration Agreement

• Open Innovation Lab› 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.