1. MIS – 3030 Technology Enabling Business Commercialization’s Obstacles

2. ¤ Xerox IT: “Fumbling the Future” m 1960’s – 1 st gen personal computer Mouse GUI Windows, Icons, Pull down Menus m Graphics m Laser Printing m Local Area Network ¤ Management saw company as “officer copiers”

3. Commercialization’s Obstacles ¤ Electrical stimulation of ear ¤ First attempts in 1970’s m Driven Scientifically – no commercial linkage m Required advancements in multiple disciplines m Had to be FDA approved m Initial procedure $100K ¤ Initial companies folded/left ¤ In 2013, 3 companies all new in field

4. Commercialization’s Obstacles ¤ Genetically modified seeds m Goal of improving yields m Monsanto was first company to market (originally a commodity chemical company) m Opposed by Union of Concerned Scientists m Significant competition from DuPont ¤ Government restrictions ¤ Environmental Concerns ¤ DuPont bought Pioneer Hi-Bred (largest seed maker) ¤ Both companies focused on alternative technologies m Selective breeding m Precision Agriculture m Mitigation of climate change

5. Commercialization’s Obstacles ¤ Alternative Energy Vehicle: Electric Car ¤ Electric & Gas were on par at the start ¤ Mass production of gas-powered won out ¤ Challenges in established market m Range of battery powered vehicle m Lack of Charging Stations m Time to recharge (5 to 10 hours) m Recharging still relied on fossil fuel ¤ GM entered market 1990’s eventually pulled cars back ¤ Honda & Toyota entered with Hybrid vehicles ¤ Federal government provided battery subsidies ¤ Tesla entered market with high end vehicle ($100K) m Cost of batteries a major component

6. Commercialization’s Obstacles ¤ Resistance at multiple levels m Funding m Reality meeting Expectations m Lifetime on Market ¤ Fluctuating Government Support m Driven by military need m Driven by consumer need ¤ Inclination to Undertake Safe Projects ¤ Technologies Push; Markets Pull

7. Commercialization’s Obstacles

8. Consumer vs Corporate Thinking If you are a business, this means you have an urgent question in front of you every day: are your customers changing faster than you are? Are they learning faster than you are? Because they are changing and learning fast—and if you are not already designing and providing the solutions to the problem they are going to have next week and next year, you are behind a curve you cannot afford to be behind. And this is true whether you are an individual, a small business, or a multinational corporation.