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PROJECT C3 Richard Stevens, Formula

This project review outlines the general approach and types of exploitation for the ATHENA project. It discusses market segmentation, success factors, target markets, differentiation, and IPR issues. It also highlights the role of ATHENA in helping partners with analysis, methodology, and risk management.

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PROJECT C3 Richard Stevens, Formula

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  1. ATHENA M38 Final Review 29 March 2007 Funchal, Madiera PROJECT C3 Richard Stevens, Formula

  2. Presentation Outline General approach to exploitation Types of exploitation Market for ESA Interoperability Results Joint Exploitation Individual Exploitation Partner presentations

  3. ATHENA approach to exploitation • Athena cannot “exploit” results, it can only collect knowledge about internal and external factors and guide the partners to: • Define Results which have “value” • Understand Market segmentation, • Calculate Success factors, • Understand their own competencies and resources, • Define target markets, • Identify Potential users • Develop differentiation with other players, • Position their offering in the market, • Deal internally and externally with IPR issues • Understand and manage Risks HELPING PARTNERS

  4. General approach to exploitation Analysis and methodology Libr Measu Guide Workshop D3.2 D3.1 WD 3.3 D 3.3

  5. Athena ObjectivesResults Exploitation Contribution to enabling enterprises to seamlessly interoperate with others

  6. Results

  7. Key Business Results • Business Interoperability Framework (BIF) • ATHENA Application in Industry • Interoperability Impact Assessment

  8. Key Strategic results • EIC Services and Infrastructure • ATHENA Outreach

  9. Key Technical Results • The ATHENA project produced six technical results: • ATHENA Interoperability Framework and Methodology • Collaborative Enterprise Modelling Platform’ • Cross-Organisational Business Process Modelling and Enactment’ • Ontology-based Semantic Annotation and Reconciliation method/language/tool’ • Adaptive and Service Oriented Infrastructure • Model-driven and Adaptable Interoperability Framework and Infrastructure’

  10. ATHENA Interoperability Framework (AIF) Conceptual integration Applicative integration - Reference architecture - Concepts - Models and metamodels - Methodologies - Languages - Use cases - Reference examples Technical integration - Modelling tools - Execution environments

  11. Collaborative Enterprise Modelling Platform

  12. Cross-Organisational Process Modelling and Enactment’

  13. Ontology-based Semantic Annotation and Reconciliation method/language/tool

  14. Adaptive and Service Oriented Infrastructure

  15. Model-driven and Adaptable Interoperability Framework and Infrastructure

  16. Exploitable Results • Existing and Future Product areas • Enterprise Modelling • Ontology • Architectures & Platforms • Web Service Infrastructure

  17. Exploitable Results

  18. Exploitable Results

  19. Exploitable Results

  20. Exploitable Results

  21. Exploitable Results

  22. Exploitable Results

  23. Exploitable Results

  24. Exploitable Results

  25. Exploitable Results

  26. Athena Distinctive value for a variety of stakeholders Interoperability of Enterprise Systems and Applications is not a single product that addresses a well-defined market  “concept” numerous measures of value for numerous stakeholders There are common factors. • A market demand  • Time to market • Lowering Cost • Reusing IT artefacts • Lowering Risk and Security • Increasing total system Quality of Service • Existing Standards  • Software programming languages • Semantics, Ontologies • Modelling • Research platforms  Athena, Interop, Terragov, DIP, Genesis, etc..

  27. Value Proposition for Industry End User Products Services But Athena will provide Intermediate • Organisation’s capability and knowledge, • Internal development tools • Improved inter-com any relationships • Increased collaboration with value-chain • Value to our Consortium and other Athena Projects • Better General Knowledge regarding interoperability

  28. Use case based approach • Demonstrated on the Use case basis • Use Case: Collaborative Product Design • Use Case: Product Portfolio Management • Use Case: Supply Chain Management • Use Case: E-procurement • Interoperability Requirements for SMEs and Large Enterprises

  29. Variety of “USE” More than traditional Customers Industrial end-users also to whole lot of emerging “customers”: • Public Policy makers • Internal IT Systems managers • Testing and Conformity communities • Athena Consortium and other Research Projects • New training and service providers • Standards and Industrial Specifications bodies • Educational bodies

  30. Types of exploitation Besides traditional industrial exploitation of research results: Products to end users Services to end users We have also identified value through: • Internal Integration of IT systems; • Contribution to Standards; • Business Process Improvements; • Services to technology partners; • Improved educational content and training capability; • Consulting capability.

  31. Joint Exploitation As Part of DC.3.3 Product Definition • Has provided results based product definitions periodically during the project. • Has set down a framework for describing the scope of the single applications. • It has mapped the proposed exploitable components to the AIF expressing exploitable results in a common format. Market analysis • Working in the single companies and in the B3 framework to understand the areas in which Athena products and services can compete in the marketplace. • Analysis is providing a view of Market segmentation and trends of existing tools Market strategy • an overview of market strategies defining: • market roles • business delivery processes • clearly defining target market segments to be addressed.

  32. Further Joint Research Exploitation • Dynamic interoperability Test Bed facility • Joint project including NIST, KORBIT, ETSI, EIC, CEN, ATHENA Partners • NESSI Business Process Management • ATHENA and NESSI partners • ISU related project • ATHENA Partner & new Partners

  33. Additional Joint Exploitation Exploitation goes beyond the single projects and partners in Athena • EIC • Synergies with Interop • Special committee • i-esa conference 2005, 2006, 2007, 2008 … • Cluster for Enterprise Interoperability Christina Martinez • Coordination with Dissemination strategy through B2

  34. Individual Exploitation Planning What have they done? Described their Individual goals of exploitation Identified exploitable ATHENA results Outlining a Value Proposition Outlining how “Value” is Created Describing the Revenue or Sustainability Model Detailing the exploitation activities they have performed

  35. Individual Exploitation Planning Example: SAP Individual Exploitation Report • Individual Goals for Exploitation • Alignment with SAP Strategy • Enterprise SOA: Complementing Technical infrastructures with Business Support (Business Process Platform) • Transfer activities with SAP Development Groups • SAP Research Strategy • “Trend Scout” for SAP: building up know how, application of research to SAP environment, evaluating of results

  36. Example: SAP Status of Exploitation Activities • Raising Awareness: • SAP Publications (SAP INFO, SAP INFO Online, SAP Website), Conference Participation (various) • Presentations to SAP Development Groups and Customers • SAP Customer (SAPPHIRE) and technology Fairs (SAP TECHED), Public Fairs (CEBIT) • Follow-up and reuse of ATHENA results / know-how in other/new Research Activities • Involvement in multiple direct activities with SAP Product groups: • Next Modelling infrastructure for SAP that benefited from know how built up in ATHENA • New industry application that was designed using ATHENA know how • Infrastructure services that benefited from adapting tools developed in ATHENA • Providing feedback to the SAP Standards group about interoperability of WS-* Standards using ATHENA tools as an implementation base. • Service and Standard enabling an existing application

  37. Individual Exploitation Planning Some more examples (short introduction 3 min.) • Solution Provider : Adelior • Industrial systems development and Consulting • Educational Institution : DFKI • Courses and Consulting • Technology TransferUser: Adima • Seminars and consulting • Solution Provider: AKM • Industrial consulting

  38. Joint vs. Individual Exploitation IPR is The Glue

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