=Paper=
{{Paper
|id=Vol-1240/wasabi2014-attachment-keynote
|storemode=property
|title=None
|pdfUrl=https://ceur-ws.org/Vol-1240/wasabi2014-attachment-keynote.pdf
|volume=Vol-1240
}}
==None==
https://ceur-ws.org/Vol-1240/wasabi2014-attachment-keynote.pdf
Crossing the Chasm with Semantic
Technology
Marin Dimitrov (CTO)
WaSABi’2014
Contents
• Semantic Technology – Fad or Future?
• Innovation, Hype & Chasm
• Lessons Learned
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #2
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
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #3
SEMANTIC TECHNOLOGY – FAD OR
FUTURE?
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #4
Life Sciences
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
Cultural Heritage
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
Publishing
Crossing the Chasm with Semantic Technology (WaSABi’2014) 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
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
Knowledge Graphs
Crossing the Chasm with Semantic Technology (WaSABi’2014) 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
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #10
A Different Point of View
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #11
Big Data Hype Cycle 2012 (Gartner)
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
INNOVATION, HYPE & CHASM
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #13
Technology Hype Cycle (Gartner)
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
Time-to-value Gap (Gartner)
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014
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
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #16
Big Data Hype Cycle 2012 (Gartner)
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
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #18
Technology Adoption Lifecycle
Technology Visionaries Pragmatists Conservatives
enthusiasts
Pursue new Practical More risk
Pursue new benefits Risk averse averse
technology Over- Need to Not
aggressively estimate ROI maintain comfortable
Risk tolerant Risk tolerant existing with
Not too No need for infrastructure technology
concerned well- Need well-
about ROI established established
references references
Easily handle Can handle
new new
technology technology
Innovators Early Adopters Early Majority Late Majority Laggards
2.5% 13.5% 34% 34% 16%
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #19
Technology Adoption Lifecycle & Gartner Hype Cycle
Innovators Early Adopters Early Majority Late Majority Laggards
2.5% 13.5% 34% 34% 16%
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #20
Gaps in the Technology Adoption Lifecycle
Innovators Early Adopters Early Majority Late Majority Laggards
2.5% 13.5% 34% 34% 16%
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #21
The Chasm (Geoffrey Moore)
Gaps: each group
differs significantly
from the previous one
Innovators Early Adopters Early Majority Late Majority Laggards
2.5% 13.5% 34% 34% 16%
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #22
The Chasm (Geoffrey Moore)
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”
CHASM
Early Market Mainstream Market
Crossing the Chasm with Semantic Technology (WaSABi’2014) 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
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #24
The Competitive-Positioning Compass (Geoffrey
Moore)
Revenues
Benchmarks Partners
Product reviews Top customers
Sales volume Full product line
Trade press Business press
Visionary Financial analyst
endorsement endorsements
Market share
Architecture Standards &
Trials & demos certification
Technology press 3 party support
rd
Guru endorsement Industry press
Industry analyst
endorsements
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #25
LESSONS LEARNED
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #26
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
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #27
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
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #28
Clearly Convey the Benefits of Your Solution
FAIL
Ontotext
brochure 2012
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #29
Clearly Convey the Benefits of Your Solution
WIN
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #30
Recommended Reading
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #31
Q&A
Thank you!
Crossing the Chasm with Semantic Technology (WaSABi’2014) May 2014 #32