Technology Roadmap Google Checkout, Oct 2009

•

4 recomendaciones•2,099 vistas

Presentation on my paper Value-Driven Technology Roadmapping, from Technological Forecasting and Social Change, Oct 2009.

Empresariales

Value-DrivenTechnology Road Map
(VTRM)

Google Checkout
Security Technologies

Dave Fenwick
Tugrul Daim
Nathasit Gerdsri
Value-Driven Technology Technology Roadmap (VTRM) Fenwick-Daim-Gerdsri – 4 May 2009

Objective
• Roadmap a software service utilizing:

• Business marketing tools

• Industry Environment, Customer Value
Drivers, Competitive Feature Comparison

• Decision-making tools

• Delphi Pairwise Comparison, Hierarchical
Decision Model, Tech Dev Envelope

Value-Driven Technology Technology Roadmap (VTRM) 2 Fenwick-Daim-Gerdsri – 4 May 2009

Google Checkout
• Why Google
Checkout?
• Manageable
• Self-contained
• Good access to
documentation
• Scalable
• Testable

Value-Driven Technology Technology Roadmap (VTRM) 3 Fenwick-Daim-Gerdsri – 4 May 2009

VTRM Process & Tools

Value-Driven Technology Technology Roadmap (VTRM) 4 Fenwick-Daim-Gerdsri – 4 May 2009

SWOT Analysis

1. Assessment & Market
Value-Driven Technology Technology Roadmap (VTRM) 5 Fenwick-Daim-Gerdsri – 4 May 2009

5-Forces Diagram

2. Assessment & Market
Value-Driven Technology Technology Roadmap (VTRM) 6 Fenwick-Daim-Gerdsri – 4 May 2009

Value Proposition

3a. Market & Service
Value-Driven Technology Technology Roadmap (VTRM) 7 Fenwick-Daim-Gerdsri – 4 May 2009

Value Proposition

3b. Value Drivers
Value-Driven Technology Technology Roadmap (VTRM) 8 Fenwick-Daim-Gerdsri – 4 May 2009

VTRM Progress

Value-Driven Technology Technology Roadmap (VTRM) 9 Fenwick-Daim-Gerdsri – 4 May 2009

Competitive
Features

4. Market &
Service

Value-Driven Technology Technology Roadmap (VTRM) 10 Fenwick-Daim-Gerdsri – 4 May 2009

Perceptual Map

5. Service &
Technology

Value-Driven Technology Technology Roadmap (VTRM) 11 Fenwick-Daim-Gerdsri – 4 May 2009

VTRM Progress

Value-Driven Technology Technology Roadmap (VTRM) 12 Fenwick-Daim-Gerdsri – 4 May 2009

VTRM Decision-Making
Process

Value-Driven Technology Technology Roadmap (VTRM) 13 Fenwick-Daim-Gerdsri – 4 May 2009

Delphi Pairwise Comparison

6. Service & Technology
Value-Driven Technology Technology Roadmap (VTRM) 14 Fenwick-Daim-Gerdsri – 4 May 2009

Hierarchical Decision Model

7. Service & Technology
Value-Driven Technology Technology Roadmap (VTRM) 15 Fenwick-Daim-Gerdsri – 4 May 2009

Hierarchical Decision Model

Sum of the Weighted Values
Value-Driven Technology Technology Roadmap (VTRM) 16 Fenwick-Daim-Gerdsri – 4 May 2009

Technology Development Envelope

8. Technology & Roadmap
Value-Driven Technology Technology Roadmap (VTRM) 17 Fenwick-Daim-Gerdsri – 4 May 2009

Technology Development Envelope

Results Graph
Value-Driven Technology Technology Roadmap (VTRM) 18 Fenwick-Daim-Gerdsri – 4 May 2009

VTRM Progress

Value-Driven Technology Technology Roadmap (VTRM) 19 Fenwick-Daim-Gerdsri – 4 May 2009

Microsoft Excel Implementation

Value-Driven Technology Technology Roadmap (VTRM) 20 Fenwick-Daim-Gerdsri – 4 May 2009

VTRM Progress

Value-Driven Technology Technology Roadmap (VTRM) 21 Fenwick-Daim-Gerdsri – 4 May 2009

Value-Driven Technology Roadmap

Value-Driven Technology Technology Roadmap (VTRM) 22 Fenwick-Daim-Gerdsri – 4 May 2009

Lessons Learned
• Updates Always Required

• Make it easy – automate if possible

• Use Data-driven decision-making in future

• Make it relevant – only useful if current

• Reflect outside market & tech environment

• Comparative Features List is the heart of the marketing &
technology decision-making analysis

Value-Driven Technology Technology Roadmap (VTRM) 23 Fenwick-Daim-Gerdsri – 4 May 2009

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Technology Roadmap Google Checkout, Oct 2009

1. Value-DrivenTechnology Road Map (VTRM) Google Checkout Security Technologies Dave Fenwick Tugrul Daim Nathasit Gerdsri Value-Driven Technology Technology Roadmap (VTRM) Fenwick-Daim-Gerdsri – 4 May 2009

2. Objective • Roadmap a software service utilizing: • Business marketing tools • Industry Environment, Customer Value Drivers, Competitive Feature Comparison • Decision-making tools • Delphi Pairwise Comparison, Hierarchical Decision Model, Tech Dev Envelope Value-Driven Technology Technology Roadmap (VTRM) 2 Fenwick-Daim-Gerdsri – 4 May 2009

3. Google Checkout • Why Google Checkout? • Manageable • Self-contained • Good access to documentation • Scalable • Testable Value-Driven Technology Technology Roadmap (VTRM) 3 Fenwick-Daim-Gerdsri – 4 May 2009

4. VTRM Process & Tools Value-Driven Technology Technology Roadmap (VTRM) 4 Fenwick-Daim-Gerdsri – 4 May 2009

5. SWOT Analysis 1. Assessment & Market Value-Driven Technology Technology Roadmap (VTRM) 5 Fenwick-Daim-Gerdsri – 4 May 2009

6. 5-Forces Diagram 2. Assessment & Market Value-Driven Technology Technology Roadmap (VTRM) 6 Fenwick-Daim-Gerdsri – 4 May 2009

7. Value Proposition 3a. Market & Service Value-Driven Technology Technology Roadmap (VTRM) 7 Fenwick-Daim-Gerdsri – 4 May 2009

8. Value Proposition 3b. Value Drivers Value-Driven Technology Technology Roadmap (VTRM) 8 Fenwick-Daim-Gerdsri – 4 May 2009

9. VTRM Progress Value-Driven Technology Technology Roadmap (VTRM) 9 Fenwick-Daim-Gerdsri – 4 May 2009

10. Competitive Features 4. Market & Service Value-Driven Technology Technology Roadmap (VTRM) 10 Fenwick-Daim-Gerdsri – 4 May 2009

11. Perceptual Map 5. Service & Technology Value-Driven Technology Technology Roadmap (VTRM) 11 Fenwick-Daim-Gerdsri – 4 May 2009

12. VTRM Progress Value-Driven Technology Technology Roadmap (VTRM) 12 Fenwick-Daim-Gerdsri – 4 May 2009

13. VTRM Decision-Making Process Value-Driven Technology Technology Roadmap (VTRM) 13 Fenwick-Daim-Gerdsri – 4 May 2009

14. Delphi Pairwise Comparison 6. Service & Technology Value-Driven Technology Technology Roadmap (VTRM) 14 Fenwick-Daim-Gerdsri – 4 May 2009

15. Hierarchical Decision Model 7. Service & Technology Value-Driven Technology Technology Roadmap (VTRM) 15 Fenwick-Daim-Gerdsri – 4 May 2009

16. Hierarchical Decision Model Sum of the Weighted Values Value-Driven Technology Technology Roadmap (VTRM) 16 Fenwick-Daim-Gerdsri – 4 May 2009

17. Technology Development Envelope 8. Technology & Roadmap Value-Driven Technology Technology Roadmap (VTRM) 17 Fenwick-Daim-Gerdsri – 4 May 2009

18. Technology Development Envelope Results Graph Value-Driven Technology Technology Roadmap (VTRM) 18 Fenwick-Daim-Gerdsri – 4 May 2009

19. VTRM Progress Value-Driven Technology Technology Roadmap (VTRM) 19 Fenwick-Daim-Gerdsri – 4 May 2009

20. Microsoft Excel Implementation Value-Driven Technology Technology Roadmap (VTRM) 20 Fenwick-Daim-Gerdsri – 4 May 2009

21. VTRM Progress Value-Driven Technology Technology Roadmap (VTRM) 21 Fenwick-Daim-Gerdsri – 4 May 2009

22. Value-Driven Technology Roadmap Value-Driven Technology Technology Roadmap (VTRM) 22 Fenwick-Daim-Gerdsri – 4 May 2009

23. Lessons Learned • Updates Always Required • Make it easy – automate if possible • Use Data-driven decision-making in future • Make it relevant – only useful if current • Reflect outside market & tech environment • Comparative Features List is the heart of the marketing & technology decision-making analysis Value-Driven Technology Technology Roadmap (VTRM) 23 Fenwick-Daim-Gerdsri – 4 May 2009

Technology Roadmap Google Checkout, Oct 2009

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