1. FP6-511513 OntoGrid: Paving the way for Knowledgeable Grid Services and Systems www.ontogrid.net Preliminary Exploitation Notes First Pre Review Brussels, April 11, 2005 Dr. V. Richard Benjamins (iSOCO)

2. 2First Pre Review - Brussles, April 11, 2005 Table of Contents  Exploitation Methodology  IPR principles  The Innovation Funnel  The Technology Adoption Lifecycle  Strategy to Attach a Market

3. 3First Pre Review - Brussles, April 11, 2005 The Ontogrid Exploitation Methodology  Identify successful results  Market studies  Product/ service features  Competitors  Unique Competitive Advantage  Maturity  Threats  Whole Product  Exploitation of individual results  Exploitation of Bundling results  SWOT analyses  Market studies PartnerIPRResult Partner Exploitation plans  Agreements between partners based on exploitations plans  And based on owner of result UPM Uniliv iSOCO UoM Deimos Boyd Acklin

4. 4First Pre Review - Brussles, April 11, 2005 IPR Principles  Knowledge protection  Appropriate instruments will be used to protect Ontogrid results Licenses (Open Source, propriety) Patents (when possible and feasible) Trade marks Deposit code at Public Notary  Knowledge exploitation  Knowledge producers are owners  Exploitation of results has high priority If partner does not exploit, other partner may request to exploit it Partners may access results of other partners upon request and royalty free for a period to be agreed upon Commercial negotiations only done when a real opportunity exists

5. 5First Pre Review - Brussles, April 11, 2005 The Innovation Funnel

6. 6First Pre Review - Brussles, April 11, 2005 Types of Markets and Its Customers $$ Techies Visionaries Pragmatists Conservatives Sceptics

7. 7First Pre Review - Brussles, April 11, 2005 Different Messages to Reach Different Markets  Product Centric  Fastest product  Easiest of use  Elegant architecture  Product price  Unique functionality  Market Centric  Largest installed base  Most third party supporters  De facto standard  Quality of support  Cost of ownership Techies and visionaries Pragmatists and conservatives

8. 8First Pre Review - Brussles, April 11, 2005 Strategy to Attack a Market  Before exploiting something, one should ask:  How mature is the result?  In what stage of the adoption lifecycle?  Depending on phase the strategy and message is differentdifferent  Type of Innovation  Continuous  Discontinuous