Crossing the Chasm with Semantic Technology
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After more than a decade of active efforts towards establishing Semantic Web, Linked Data and related standards, the verdict of whether the technology has delivered its promise and has proven itself in the enterprise is still unclear, despite the numerous existing success stories. Every emerging technology and disruptive innovation has to overcome the challenge of “crossing the chasm” between the early adopters, who are just eager to experiment with the technology potential, and the majority of the companies, who need a proven technology that can be reliably used in mission critical scenarios and deliver quantifiable cost savings. Succeeding with a Semantic Technology product in the enterprise is a challenging task involving both top quality research and software development practices, but most often the technology adoption challenges are not about the quality of the R&D but about successful business model generation and understanding the complexities and challenges of the technology adoption lifecycle by the enterprise. This talk will discuss topics related to the challenge of “crossing the chasm” for a Semantic Technology product and provide examples from Ontotext’s experience of successfully delivering Semantic Technology solutions to enterprises.
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Crossing the Chasm with Semantic Technology
- 1. WaSABi’2014 Crossing the Chasm with Semantic Technology Marin Dimitrov (CTO)
- 2. Contents • Semantic Technology – Fad or Future? • Innovation, Hype & Chasm • Lessons Learned #2Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 3. About Ontotext • Provides products & solutions for content enrichment and metadata management • Major clients and industries – Media & Publishing – Health Care & Life Sciences – Cultural Heritage & Digital Libraries – Government – Recruitment #3Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 4. SEMANTIC TECHNOLOGY – FAD OR FUTURE? #4Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 5. Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Life Sciences
- 6. Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Cultural Heritage
- 7. Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Publishing
- 8. Showcases & Talks at SemTechBiz Since 2010 • Accenture, AFP, Alcatel-Lucent, Autodesk, BestBuy, Boeing, CapGemini, Cisco, Daimler, Disney Media, DoD, eBay, EC, Elsevier, EMC, Fujitsu, Gartner, Getty, Google, IBM, Library of Congress, Lockheed Martin, Mayo Clinic, Merck, Microsoft, NASA, Novartis, Oracle, Press Association, Renault, Salesforce, SAP, Siemens, Statoil, Teradata, TIBCO, Walmart, Wells Fargo, Yahoo, Yandex Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 9. Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Knowledge Graphs
- 10. Top Information Management Trends 2013 (Gartner) #10Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Semantic Technologies Semantic technologies extract meaning from data, ranging from quantitative data and text, to video, voice and images. Many of these techniques have existed for years and are based on advanced statistics, data mining, machine learning and knowledge management. One reason they are garnering more interest is the renewed business requirement for monetizing information as a strategic asset. Even more pressing is the technical need. Increasing volumes, variety and velocity — big data — in IM and business operations, requires semantic technology that makes sense out of data for humans, or automates decisions
- 11. A Different Point of View #11Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 12. Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Big Data Hype Cycle 2012 (Gartner)
- 13. INNOVATION, HYPE & CHASM #13Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 14. Technology Hype Cycle (Gartner) Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 15. Time-to-value Gap (Gartner) Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 16. Time-to-value Gap (Gartner) • Performance – Consistent reliability, availability, quality • Integration – Innovation must fit into existing environments & constraints • Penetration – Critical mass of adopters required • Payback – Deriving business values, cost savings, ROI – Amounts and/or timing usually difficult to estimate #16Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 17. Big Data Hype Cycle 2012 (Gartner)
- 18. Semantic Technologies on the Hype Cycles 2013 (Gartner) • Hype cycles for Web Computing, Information Infrastructure, Enterprise Information management, etc. • Related technologies – Graph databases, Semantic Web, metadata management, content/text analytics, taxonomy & ontology management, entity resolution & analysis – Positioned in the early phases: on the rise / at the peak / sliding into the trough #18Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 19. Technology Adoption Lifecycle #19Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16% Technology enthusiasts Pursue new technology aggressively Risk tolerant Not too concerned about ROI Visionaries Pursue new benefits Over- estimate ROI Risk tolerant No need for well- established references Easily handle new technology Pragmatists Practical Risk averse Need to maintain existing infrastructure Need well- established references Can handle new technology Conservatives More risk averse Not comfortable with technology
- 20. Technology Adoption Lifecycle & Gartner Hype Cycle #20Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16%
- 21. Gaps in the Technology Adoption Lifecycle #21Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16%
- 22. The Chasm (Geoffrey Moore) #22Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Laggards 16% Gaps: each group differs significantly from the previous one
- 23. The Chasm (Geoffrey Moore) #23Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 CHASM Early Market Mainstream Market Low risk tolerance Early Market success stories are not a good reference Need a “whole product” (complete solution) to a business-critical problem Prefer to buy from market leaders More concerned about existing product infrastructure Technology companies unable to deliver the “whole product” because they lack focus – get stuck on the “chasm”
- 24. Crossing The Chasm (Geoffrey Moore) • Identify one attractive mainstream market customer (niche) • Focus on providing the “whole product” for their problem – Partnerships with other providers may be required – A reference “success story” for other mainstream buyers • Become the market leader in the niche & move into adjacent niches – Bowling alley effect #24Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 25. The Competitive-Positioning Compass (Geoffrey Moore) #25Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Architecture Trials & demos Technology press Guru endorsement Benchmarks Product reviews Sales volume Trade press Visionary endorsement Market share Standards & certification 3rd party support Industry press Industry analyst endorsements Revenues Partners Top customers Full product line Business press Financial analyst endorsements
- 26. LESSONS LEARNED #26Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 27. Lessons Learned • Innovations go through ups and downs before reaching the productivity phase – Customer: experimentation and patience often required before value is delivered – Customer: TCO often higher than expected – Provider: target the value gaps early: Performance, Integration, Penetration, Payback • Understand the technology adoption challenges – Early market success does not translate to mainstream market success – Different strategies for delivering value to Enthusiasts, Visionaries, Pragmatists & Conservatives #27Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 28. Lessons Learned • Follow the “chasm crossing” principles – Focus on an attractive mainstream customer / niche – Find partners & deliver the “whole product” (complete solution) that solves a business-critical problem – Use the success story as a 1st reference point – Move into adjacent niches (bowling alley effect) • Clearly convey the benefits of your solution – Not via a product feature list or benchmarks – Speak the language of the customer – How is your solution better than the current one? – Measurable returns and timeframe for achieving them #28Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 29. Clearly Convey the Benefits of Your Solution #29Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 Ontotext brochure 2012 FAIL
- 30. Clearly Convey the Benefits of Your Solution #30Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 WIN
- 31. Recommended Reading #31Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
- 32. Q & A Thank you! #32Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014