Weitere ähnliche Inhalte Ähnlich wie Nerds And Market Intelligence (20) Nerds And Market Intelligence1. 12/2/2010
Nerds collecting market intelligence
A.k.a. Applying Software Engineering Methods to Market
Intelligence
Vladimir.Blagojevic@Sirris.be
the collective centre of the Belgian technological industry
02/12/2010 1
Sirris Software Engineering & ICT
• Sirris = knowledge center
• .be technological industry
• Independent, industry-owned
• Software Engineering & ICT Group
• Software experts: mix industrial and academic
• Advised > 200 companies
“Software-Intensive Product Builders”
Machine
E-Health Finance …
Builders
• Industrial R&D
Software Intensive Product Builders
© sirris 2010 | www.sirris.be | info@sirris.be 2
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2. 12/2/2010
Starting from a white sheet of paper
• Goal: develop a portfolio of
services of strategic relevance for
your target group
• Additional to the market (non-
profit, industry-owned)
• Broad domain: software
engineering and innovation
• But where and how do you start?
• Who is the target group?
• What are their problems?
• Who is serving them today?
• What knowledge/skills to build?
© Sirris | www.sirris.be | info@sirris.be | 02/12/2010 3
Go out of the building
• Went in search for customers
• Asked questions
• Which themes are relevant for
you?
• What are your challenges?
• How do you deal with them
today?
• What are your future
ambitions?
© Sirris | www.sirris.be | info@sirris.be | 02/12/2010 4
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3. 12/2/2010
Nerds collecting market intelligence
has
external
• What do software CompanyXYZ Has as
theme
Requirements Management for CompanyXYZ
expertise Managing The Requriements Process
engineers do
• Faced with a lot of input Has as theme
Has as
Writing Use Cases for Vending Machines
challenge has internal
Quality for CompanyXYZ
• Need to make expertise
something Prioritarisation of Requirements Challenge
Challenges
Company View
Is contained in
Is contained
in
ReleaseDefinitionChallenge
• They model
Collective Challenges
• They make abstractions
6 years, >150 companies
© Sirris | www.sirris.be | info@sirris.be | 02/12/2010 5
From strategic challenges to programs
• Basically, problems, not solutions
• Long living, strategic problems
• Goal: create action programs
• Start awareness creation
• Guide R&D Strategic Technology
• Deliver advisory services challenges state of the art
• The idea seemed simple
• Problems + trends + competition
+
Programs
© Sirris | www.sirris.be | info@sirris.be | 02/12/2010 6
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4. 12/2/2010
5 Programs of Sirris Software Engineering
“The art of Software “The art of Innovating with
Engineering” Software and ICT”
Product Efficiently offer large
variability amount of products
variants
Blending Innovation Management
And Software Engineering
process
Ability to fully exploit The Art of innovating with Software and ICT
the full potential of
software
Efficiently respond to
new market product
Risk opportunities
management
of failure
Flexible
development Crafting Smart ICT Products
© Sirris | www.sirris.be | info@sirris.be | 02/12/2010 7
Workshop Users of ICT products
experience "information
overload“ spending less
time with my product, missing
crucial important information
• Imagine: you are VP Market
Intelligence of Sirris Headaches of a CEO of an ICT company
Software Engineering
•Develops ICT products for
The Builder B2B/B2C market
• You get a lot of data from
The •Specialize in a specific ICT
the field (challenges, Technologist technology
technologies, trends…)
•Non-software companies with
The Curious a vision for ICT
Technologies for intelligent
Technological and processing of information
business trends (automatic clustering of
information, building of
"profiles" of users, semantic
understanding of information)
© Sirris | www.sirris.be | info@sirris.be | 02/12/2010 8
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5. 12/2/2010
Workshop Goal
How to help The Builder whose Technologies for intelligent
users experience "information processing of information
overload" ==> spend less time (automatic clustering of
with their product, miss crucial information, building of
• Hands-on experience in our important information? "profiles" of users, semantic
methodology understanding of information)
• Opportunity to discuss with
peers
+
• Your task: spot
opportunities for services or Opportunities
products
Opportunity for companies?
• As a VP Marketing Sirris Sirris service/initiative?
Software Engineering
• Differentiating / new things Technological Advice Shared R&D
• Combine: challenge + Practical answers
to concrete problems
Technological developments
with industrial partners
trends Services
Innovation Projects Shared Capacity
• Opportunity = opportunity Realisations from idea
to product
Access to high-tech
infrastructure
for a Sirris initiative to help
Knowledge Transfer
its target group Insight into technology trends
© Sirris | www.sirris.be | info@sirris.be | 02/12/2010 9
Questions we struggle with
1. How to find (and quantify) the right segmentation of our
target market?
• Based on the value proposition (not sectorial)
• E.g. same problem in banking software, machine builder, IKEA
• Too many possibilities
• Quantification of segmentation (not from NACE)?
2. How to communicate about this (dissemination)?
• Different interpretations, no standardization
3. How to deal with bias while analyzing input from the market?
© Sirris | www.sirris.be | info@sirris.be | 02/12/2010 10
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