JOHARI Window based business approach for Marketing IP's and IP's based Solutions

IP SoC - 2011 , Grenoble , France. 7th December 2011

By Madhu Parthasarathy, Ittiam Systems, Bangalore, INDIA.

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Known to SELF

Johari Window

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Arena Blind Spot

Facade Unknown

NOT known to SELF

NOT known to others

Known to others

Our focus would be on PUSH and PULL Contexts

Known to Company

Johari Window – Modified !

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ArenaBlind Spot

( PULL}

Façade{ PUSH} Unknown

NOT known to the company

NOT known to the Market

Known to the Market

Market and Solution Complexities

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Solution Complexity

Market Complexity

Data

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IP-1 : Developed in-house with systems integratorIP-2 : Developed by pure play IP providerIP-3 : Developed by pure play IP provider

Note : All IPs are standards driven.All are IP/Group of IPs that are either on Audio or Video algorithms

• System Integrators IPs starts with a much lower pricing and reaches “commodity” value very fast

• Pure play IP provider start with higher value and maintain the decline much more gracefully because of constant upgrade infusions

• When more applications are identified, profits can be sustained despite the erosion in pricing.

Examples for PUSH and PULL

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PUSH

-Making proactive proposals for specific product line ( some of them would take off with lot of modifications)

-Platform customization and highlighting them which would open other vistas. Eg: Unique Cache handling

PULL

-Color nuances detection in garment making

-Audio deployment along with Video in surveillance in certain specific and sensitive areas

-Very specialized medical applications (algorithms customizations)

Lessons Learnt and recommendations

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Pure Play IP Provider:To contain the value atrophying…

-Constant updating from the performance standpoint

-Multiple ways to integrate

-Configurable subsystems (mix and match depending on end user applications)

-Focus on “PULL” by showing in diverse forums

System Integrator.To contain the value atrophying…

-Assurance of long term customization and support

-Optimization on specific platforms and highlighting.

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