the business ecosystem of nanosatellitesmstl.atl.calpoly.edu/~workshop/archive/2012/spring/23...the...
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The Business Ecosystem of Nanosatellites Peter Platzer and Veronica LaRegina
International Space University CubeSat Workshop 2012 Presentation,
CalPoly, April 18th, 2012
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Executive Summary 1. Describing the business environment in a dynamic
fashion modeled after biological ecosystems can create insights into business opportunities and strategies for business success
2. Examples for the Nanosatellites sector are o Launchers and On-orbit-servicing/debris removal o The Bandwidth-Problem and Opportunity o The widening gap between general perception and
technological reality
3. Constraints are essential for break-through innovation
4. Method of research study
4/24/2012 Peter Platzer, International Space University, preliminary results 2
Please note that these are preliminary findings as our study is not completed and we are still gathering data
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The Standard View of Static Relationships Porter’s Five Forces of Competitive Position
Peter Platzer, International Space University, preliminary results 4/24/2012
1 - Business Environment Description
3
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The Dynamic Ecosystem View
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“A business ecosystem is an economic community of interacting organizations and individuals—the organisms of the business world. These organisms co-evolve their capabilities and roles and align themselves with the directions set by central companies (“keystones”). This enables the community to align their investments and find mutually supportive roles.”
James F Moore, 1993
Evolutionary economics examines (1) the interactions of components of a business ecosystem, (2) how the ecosystem's components tend to affect other parts of the ecosystem, and (3) how those interactions change the business ecosystem as a whole.
www.wisegeek.com
1 - Business Environment Description
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4 Examples of the Ecosystem Analogies
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Dynamic
Biology Business
Niche
Network
Disruption
Wolfe-pack DVD Standard
Bard’s gluten-free Beer Wordsation (Triplets clothing)
Symbiotic relationships Human Protein Interaction
Invasive species (Nile Perch, Asian Carp)
Clayton Christenson (mobile phones vs. landline)
Microsoft Car Manufacturer
Cleaner Fish
1 - Business Environment Description
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Dynamic Military – Industry Relationship (I)
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Tension
The technical closeness of launchers and military technology is often a source of tension between the military and new local launch providers or emerging space nations’ desire to reach launch capabilities
Cooperation DARPA seeks “on-demand” satellite imagery which requires launch capabilities for micro or Nano-satellites
Military Launchers Vs. Military Launchers
Opportunities for spin-in, e.g. DARPA’s SeeMee program and street racing NOX or Generation Orbit
2 – Examples of dynamic view
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Dynamic Military – Industry Relationship (II)
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Tension
On-orbit servicing and space-debris removal is often seen as a potential business opportunity for nano and micro satellites. The key component is on-orbit propulsion capability which would also have benefits for other applications requiring pointing accuracy
Cooperation
Some argue that programs like DARPA’s Phoenix only serve the purpose of developing anti-satellite capabilities without the problems and risks of traditional ASAT’s
Military Launchers Vs. Military On-Orbit servicing Space Debris Removal
Relationships can be dynamic, core-incentives however rarely change
2 – Examples of dynamic view
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NanoSat-Bandwidth – Barrier or Opportunity?
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“Look, it’s simple physics. Optics and data-bandwidth seriously limit the usefulness of Nanosatellites and this wont change”
Space Agency Industry Veteran, 2012
Static Industry View
Competitors
Dynamic Industry View
High-Bandwidth Consortium Vs.
Cell-Phone and Modem providers
2 – Examples of dynamic view
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Perception – Great Barrier, Great Opportunity
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Great Barrier
And
Great O
pportunity
2 – Examples of dynamic view
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Perception vs. Technological Reality
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Model: TNO DSS TNO FSS CubeSat Weight: 475g 365g 5 g Price (1FM) n/a est. € 15,000 € 2,500 Size: 900.9 560.9 cm3 2.2 cm3
2004 2006 2012
2 – Examples of dynamic view
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Constraints Foster Innovation (I)
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3 – Constraints drive Innovation
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Constraints Foster Innovation (II)
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Maps, Translation, Chat Snap Picture, get Calories
Wind speed via microphone Calculate Distances and Height
3 – Constraints drive Innovation
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Constraints Foster Innovation (III)
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• On Harvard Business Review Blog, Uri Neren comments that after analyzing 162 methodologies around innovation, the most common thread is Scarcity
• Ethan Zuckerman talks about Innovation from Constraint in Africa and how everyday people innovative because of their constraints in hard to anticipate ways
• Google’s Marissa Mayer, postulates that too much creative freedom results in unfocused work and she uses constraints in her team
• Constraints in file size, pixels or speed • Prototype only for 1 day or 1 hour
• Other examples of self-imposed constraints are • Haiku and iambic pentameter in poetry • Miles Davis’ “Kind of Blue” album in D and E dorian mode only • 160 character SMS launching Twitter and microblogging
The Constraints of Nanosatellites are a source of business opportunities
3 – Constraints drive Innovation
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Description of Survey
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Europa Americas Asia/ME Global
Agency
Company
University
Students
Regulator
4 2
10 6 1
5 3 4
7 8 6 14
3
73 Interviews
Note: Interviews performed from 2/15-3/15 2012
26 19 11 17
6
17
12
35
3
73
We continue to look for interviews with agencies, companies and universities, especially in Asia, Africa and Latin America
Totals
Totals
4 – Survey Methodology
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Conclusion
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• A Dynamic view of the relationship of the market-participants in the Nanosatellite business ecosystem can potentially identify business opportunities
• These business opportunities present themselves sometimes only if a wider point of view outside the immediate Nanosatellite sector is taken
• Improvements in technology are ahead of general perception. This gap is creating a substantial source of business opportunities
• The constraints of Nanosatellites should be seen as a source of competitive advantage as they foster/force innovation above and beyond that in other satellite sectors
It's not what you look at that matters, it's what you see. Henry Davis Thoreau
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Questions
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Contact: [email protected]
If you interested in collaboration on education and business opportunities, we’d love to hear from you!