1. It Takes a Village 2.0
A tale of accelerating market acceptance
through collaboration
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2. When it comes to
emerging technologies
or standards, it'll take
a village to accelerate
mass market
acceptance
Why?
JJ Smith
Business Correspondent
2

3. Why does it take a
village?
To address your
question, let's start
with an
understanding of the
end goal. Okay.
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4. What kinds of things
help accelerate market
acceptance of new
technologies and
standards?
Interoperability is
the first thing that
comes to mind- that
gets users and
buyers moving.
Yes. That's a biggie.
And to get to it you have
to have agreed upon
standards.
Of course!
4

5. How do standards get
agreed upon?
It takes a village…
I see! And this
discussion has gone
circular.
5

6. Indeed it has. Let's
start with the
Village. Okay.
The "Village" in this
context is a
collaborative
community of
stakeholders …
commonly referred to as
Consortia, SIGs, etc.
So, in essence, a
B2B Ecosystem?
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7. Yes. This
Village/Collaborative B2B
Ecosystem, is made up of
a value chain of
interdependent entities…
that includes
competitors, buyers,
users, academia and
even the public sector. Competitors?
Really?
Yes. One of the
challenges is to get
competitors to
collaborate.
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8. If you think about it, to get
to the desired outcome –
accelerating mass market
acceptance, you really need
everyone – all the so called
stakeholders – to play
nicely together.
Collaborate…
8

9. Makes sense. Timing
has something to do
with it as well, right?
Yes. They need to share a
common vision and then
collaborate to
a) establish standards
b) ensure interoperability, and
c) drive adoption and growth
through market development
and proliferation programs.
Good point!
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10. Name some
examples…
It takes a Village, consisting
of the Right players, sharing
the Right Vision, at the
Right Time.
Sure. WiFi, Bluetooth, SD
and ZigBee are all really good
ones to consider.
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11. Now look at it from this
perspective…
Service
Providers
Content &
Media Providers
Application
Developers
Vendors Customers
Time to Market
(TTM)
Enhanced
Rev per User
Rev per Subscriber
Differentiated
Offerings
Common
Development
Platform
Multiple
Interoperable
Solutions
Multiple
Interoperable
Solutions
Village
SOLUTION DEPLOYED ACROSS THE ENTIRE VALUE CHAIN
11

12. Okay… so this
collaborative community
of companies gets
together and rallies
around standards.
Correct.
Then what happens?
Like everything,
there's some sort of
lifecycle, right?
12

13. Starts with Launch.
PHASE I:
Launch
Develop and Deliver Needed Solutions
13

14. Then you get to the Growth
stage.
PHASE I:
Launch
PHASE II:
Growth
Develop and Deliver Needed Solutions
Perform Market and Ecosystem Development
14

15. Next, its Market Penetration
where you drive adoption and
volume.
PHASE I:
Launch
PHASE III
Market
Penetration
PHASE II:
Growth
Develop and Deliver Needed Solutions
Perform Market and Ecosystem Development
Drive Adoption & Volume
15

16. This last Phase is most
interesting…
PHASE I:
Launch
PHASE IV:
Reset or
Sunset
PHASE III
Market
Penetration
PHASE II:
Growth
Inflection Point
Develop and Deliver Needed Solutions
Perform Market and Ecosystem Development
Drive Adoption & Volume
16

17. So you get to a point
where the standard
just fades out…?Or is rethought.
Happens with most
innovation cycles. You
are constantly
revisiting and
adapting.
What kind of period
of time are we
talking about?
It varies. The lifecycle
of a standard can run
anywhere from 18
months to several
years.
17

18. Here's another way to look at the staging.
You start with getting a handful of
companies sharing a common vision…
3-5
Companies
aligned on
Vision
3-5
Companies
aligned on
Vision
Incubate
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19. The next stage is key… You have to get your
Village structured…
3-5
Companies
aligned on
Vision
3-5
Companies
aligned on
Vision
Structured
Entity with
Mission,
Game plan,
Value
Proposition &
Key
Deliverables
Structured
Entity with
Mission,
Game plan,
Value
Proposition &
Key
Deliverables
Structure
Incubate
19

20. Operating as an "alliance," you establish things
like mission, game plan, your value proposition…
Incubate
3-5
Companies
aligned on
Vision
3-5
Companies
aligned on
Vision
Structured
Entity with
Mission,
Game plan,
Value
Proposition &
Key
Deliverables
Structured
Entity with
Mission,
Game plan,
Value
Proposition &
Key
Deliverables
Structure
20

21. ... And you determine what types of
deliverables there will be.
Incubate
3-5
Companies
aligned on
Vision
3-5
Companies
aligned on
Vision
Structured
Entity with
Mission,
Game plan,
Value
Proposition &
Key
Deliverables
Structured
Entity with
Mission,
Game plan,
Value
Proposition &
Key
Deliverables
Structure
21

22. Then you grow with an abundance
of focused activities…
Deliver Solutions
to Roadmap-
Specifications,
Certification
Outreach
Programs
Market Education
Footprint
Development
Deliver Solutions
to Roadmap-
Specifications,
Certification
Outreach
Programs
Market Education
Footprint
Development
Launch & Grow
Incubate
3-5
Companies
aligned on
Vision
3-5
Companies
aligned on
Vision
Structured
Entity with
Mission,
Game plan,
Value
Proposition &
Key
Deliverables
Structured
Entity with
Mission,
Game plan,
Value
Proposition &
Key
Deliverables
Structure
22

23. Let's circle back
on the alliance
thing and the
structure...Village/Alliance
INITIATIVE
MEMBERS
Board of
Directors
Technical
Activities
Governance
Activities
Marketing
Activities
Sure.
Here's how
it looks… Seems pretty
straightforward.
There's just one
thing that's
bothering me.
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24. My understanding
is that this Village
consists mostly of
volunteers... Folks
who have a day
job at a company
that has its own
org chart and
roadmaps and
deliverables…
Village/Alliance
INITIATIVE
MEMBERS
Board of
Directors
Technical
Activities
Governance
Activities
Marketing
Activities
What's that?
24

25. When and how do
all these Village
activities get
done?
Village/Alliance
INITIATIVE
MEMBERS
Board of
Directors
Technical
Activities
Governance
Activities
Marketing
Activities
Correct.
And your
question
is…?
25

26. That's where
Outside Services
come in.
Sometimes
referred to as
Alliance
Management
Services.
Executive
Director
Program
Management
Marketing
Management
Technical
Management
License
Management
Virtual
Business
Operation:
-Finance
-Information
Management
-Operations
help@client.org
Vendor
Management
Outside Services
26

27. And this is how they
interplay.
Village/Alliance
INITIATIVE
MEMBERS
Board of
Directors
Technical
Activities
Governance
Activities
Executive
Director
Program
Management
Marketing
Management
Technical
Management
License
Management
Virtual
Business
Operation:
-Finance
-Information
Management
-Operations
help@client.org
Marketing
Activities
Vendor
Management
Outside Services
That makes
sense.
The Village
has a
support
network in
place to
keep things
moving.
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28. Notice that the Support
Network offers strategic
counsel to the Board,
management of a number
of activities AND handles
business operations
Impressive.
Like the
balance of
strategic and
tactical.
Makes sure all
the bases are
covered.
28

29. Relative to the
opportunity costs,
the services are quite
affordable and can be
covered through
membership fees.
One more
question...
Aren't outside
services
expensive?
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30. Maybe in the beginning,
you outsource a small
amount of activities:
Some Executive
Management, a little
Services Management
and, for sure, Virtual
Business Operations.
But you don't
need to take all
of these at once,
do you?
You should be able
to obtain what you
need a la carte.
30

31. Any further questions?
I don't believe so.
You did a great job.
Do you have
anything more for
me?
Actually, yes. Did
you happen to catch
Gary Shapiro's
keynote at CES?
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32. Correct. How
innovation and
technology will light the
way in the future…
How innovation benefits
everyone in the world…
That was the one
about innovation,
right?
I remember.
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33. For consumers to
benefit from
innovations… for new
products to see the
light of day, so to
speak…
Yes, indeed.
…It takes a Village?
My pleasure!
Great. Makes sense.
Thanks for your time!
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34. News of the "Village 2.0"
concept spreads… …for some, triggering
interest in learning
more.
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35. >> Forming a Village (AKA Starting an Alliance)?
>> Got a Village that needs additional resources?
>> Got an initiative needing a boost or an innovation that
needs some acceleration?
Help is just a click or call away.
www.inventures.com
Email: village@inventures.com
Phone: 1-925-275-6667
10152010-v1
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