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Industrial testbed users need real customers:
Who are your users selling to?
Michael Boniface([email protected])
FIRE Board
11 June 2014
2014 IT Innovation Centre University of Southampton
mailto:[email protected]:[email protected]:[email protected]:[email protected]
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Three important socio-economic sectors
tourism and
entertainment
culture and education
high performancesports
Five Future Media
Internet (FMI)
technology areas
social media user generated
content
professional content
augmented reality
3D Internet
EXPERIMEDIA
(www.experimedia.eu)
Ski Races
Mountain Holidays
Olympic Sports Training
Culture and Education Productions
2014 IT Innovation Centre University of Southampton
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Attracting Testbed users:
Whats your irresistible offer?
Marketing
Uniqueness
Efficiency
Funding
Customers
researchers want
knowledge
companies want
money How does a
testbed
contribute to the
success of its
users?
Serving both interests
Whats unique or
efficient for
researchers may not
be the same forcompanies
Financial incentives
are universal
Should FIRE support
the full R&I pathway?
2014 IT Innovation Centre University of Southampton
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Experiences across the R&I pathway
EXPERIMEDIA offers access to end users, markets,
sector/methodology expertise, advanced technology a compelling
offer
value in the combination of venue plus technology
open access announcement in September to test this
Pure research users were problematic, interesting but. too
immature and specific for larger end user trials
limited of benefit for venues.disaster
Pure innovation users were problematic too limited advance from
state-of-the-art
product testing rather than scientific approach On balance
innovation-oriented experiments were better
directly exploitable results
greater user and venue engagement
2014 IT Innovation Centre University of Southampton
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Venue
visitors
Service or
Technology
Provider
Technology
Showroom
target
market
EXPERIMEDIA
Platform
Selling to Venues
Experimenters deliver technology to venuesto enhance venue
services to visitors
Venues operate the services
Venues offer technology showroom for new
products and services
Direct sales
channel
Marketing
(indirect sales)
Awareness
advertisesLicense
ServiceLicense
CapabilityCapability
CAR Smart Venue 2014 IT Innovation Centre University of
Southampton
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Selling to Visitors
Experimenters deliver services orproducts directly to
visitors
Venues offer sector and local knowledge
Venues act as technology showroom for
new products and services
Venue
visitors
Service orTechnology
Provider
Technology
Showroom
target
market
EXPERIMEDIA
Platform
Direct sales
channel
Marketing
(indirect sales)
advertises
Sector
Knowledge
AwarenessHospitality/Live EventsSubscription/
License/
CapabilityCapability
Schladming Smart Venue 2014 IT Innovation Centre University of
Southampton
