Crossing the Chasm with Semantic Technology

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• Semantic Technology – Fad or Future? • Innovation, Hype & Chasm • Lessons Learned #2

About Ontotext • Provides products & solutions

enrichment and metadata management • Major clients and industries – Media & Publishing – Health Care & Life Sciences – Cultural Heritage & Digital Libraries – Government – Recruitment #3 SEMANTIC FUTURE?

TECHNOLOGY – FAD OR #4 May 2014

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 May 2014 Top Information Management Trends 2013 (Gartner) 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 #10 May 2014 #11 May 2014 INNOVATION, HYPE & CHASM #13 May 2014 May 2014 • 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 May 2014 #16 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 May 2014 #18

Technology Adoption Lifecycle Technology enthusiasts Pursue new technology aggressively Risk tolerant

Not too concerned about ROI

Visionaries Pursue new benefits

Overestimate ROI Risk tolerant No need for

wellestablished references Easily handle

new technology

Pragmatists

Conservatives May 2014 #19 May 2014 #20 May 2014 #21

Gaps: each group differs significantly from the previous one

May 2014 #22 M S A H C

Low risk tolerance

Early Market success stories are not a good reference

Need a “whole product” (complete solution) to a business-critical problem

More concerned about existing product infrastructure

Prefer to buy from market leaders

Technology companies unable to deliver the “whole product” because they lack focus – get stuck on the “chasm”

Early Market May 2014 #23

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 May 2014 #24 The Competitive-Positioning Compass (Geoffrey

Moore)

Benchmarks

Product reviews

Sales volume

Trade press

Visionary endorsement

Architecture

Trials & demos

Technology press

Guru endorsement

Revenues

Partners

Top customers

Full product line

Business press

Financial analyst endorsements

Market share

Standards &

certification

3rd party support

Industry press

Industry analyst endorsements

May 2014 #25 #26 • 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 May 2014 #27 • 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 May 2014 #28 Clearly Convey the Benefits of Your Solution FAIL

Ontotext brochure 2012

May 2014 #29 May 2014 #30 May 2014 #31

References