Who The Hell Am I? Technology/ Device/ Product/ Solution � 1970-1980 Lecturer in CS Dept - Edinburgh – Operating Systems, Compilers, Communications � 1980-1984 BNOC -> Britoil - Glasgow Understanding the – Infrastructure architect (off-shore and on-shore) � 1984-2001 Soft-Switch -> Lotus -> IBM Difference & Acting on it. – Soft-Switch (Clydebank & Philadelphia, PA) � Founded Soft-Switch UK (1984-1986) � 2nd level development management (1986-1988) Nick Shelness � Chief Architect -> Chief scientist (1988-1993) – Lotus/IBM (Cambridge, MA) � Chief Messaging Architect (1993-1998) � Chief Technology Officer (1998-2001) � Lotus Fellow (1 of 4) / IBM Fellow (1 of 151) Nick Shelness Nick Shelness Independent Technology Consultant 2 Independent Technology Consultant 1 They’re Different Solution � Technology � The totality of what a customer buys and owns. � Device – Product/s + � Product – Service/s � Solution � Training � Assistance (product support) � Maintenance � Customization � Satisfy a prospect’s need/s � Resolve a prospect’s pain. � Therefore, what a vendor must sell. Nick Shelness Nick Shelness Independent Technology Consultant 3 Independent Technology Consultant 4 Product Device � Hardware and/or Software � The totality of what a company markets. – That performs a set of functions. – Device/s – That has a set of features. + – Intangibles – That exploits one or more technologies. � Brand – That may be an assembly of (sub-)devices. � Image � Addressed via: – Messages – Collaterals Nick Shelness Nick Shelness Independent Technology Consultant 5 Independent Technology Consultant 6
Technology �� Device Technology � That which makes a device operate Device – May already exist � May need to be acquired Technology Device � May be embedded in a purchasable sub-device Device Technology – May need to be invented One Technology may Technology Device � And protected underpin many Devices Technology Device Many Technologies Technology Device may underpin one Device Device A Device may be an Assembly Nick Shelness Nick Shelness Independent Technology Consultant 7 Independent Technology Consultant 8 Device �� Product �� Solution Some E xamples Product Device Product Device Product One Device may Device Product Product underpin many Products Device Product Solution A Product may Product involve multiple Devices A Solution may involve multiple Products Nick Shelness Nick Shelness Independent Technology Consultant 9 Independent Technology Consultant 10 Two Distinct Sets of Products Volkswagen & Audi � Separate brands – Separate messages – Separate dealerships � Different images – Different looks – Different price points (Audi = VW + 40-60%) Nick Shelness Nick Shelness Independent Technology Consultant 11 Independent Technology Consultant 12
Largely Common Devices Apple iPod � Very similar under the covers – Components � Interior elements, drive trains, engines. – Platforms � VW Polo, Audi A3. � VW Golf, VW Jetta, Audi A4, Audi TT � VW Passat, Audi A6 � So what’s different. – Body panels - Look (Audi = sleek, VW = functional) – Availability of some options Nick Shelness Nick Shelness Independent Technology Consultant 13 Independent Technology Consultant 14 Product Devices � Integrated set of devices � iPod – iPod (range of models) which requires – Large storage capacity – iTunes (Mac & Windows) which utilizes � > 20 G bytes = > – Sufficiently long play time – iTunes Store � Low power consumption � Image – Intuitive user interface – Apple � Not a barrier to use � Cool – Small footprint – By design � Fit in a pocket � Easy to use – Conforms to the brand image Nick Shelness Nick Shelness Independent Technology Consultant 15 Independent Technology Consultant 16 Device Technology � iTunes � Large storage capacity – Manages the track library – New generation disk drives � On and off the iPod � High capacity � Enforces Digital Rights Management (DMR) � Small foot-print – Two sources of tracks � Low power consumption � Low price point � Ripped from CDs – Lock up the supply � Bought from the iTunes Store � buy 100% of the production � iTunes Store � High quality audio – Tracks at an appropriate price point � 45s for the 21 st century – Source custom, low power, chips Nick Shelness Nick Shelness Independent Technology Consultant 17 Independent Technology Consultant 18
Technology - continued Google Search � Sufficient power – Piggy back on cell phone and PDA technology � Digital Rights Management (DMR) solution – Necessary for content owner’s buy-in. Your Turn Nick Shelness Nick Shelness Independent Technology Consultant 19 Independent Technology Consultant 20 Solution/ s Product/ s Nick Shelness Nick Shelness Independent Technology Consultant 21 Independent Technology Consultant 22 Device/ s Technology/ s Nick Shelness Nick Shelness Independent Technology Consultant 23 Independent Technology Consultant 24
Technology Firms From Market Requirements to Product � Often focus on technology, Requirements & Beyond when they should focus on product. � Often confuse device and product – Device is what you build – Product is what you market – They are linked, but not the same. � Need to get the Device/Product synergy right! Nick Shelness Nick Shelness Independent Technology Consultant 26 Independent Technology Consultant 25 Product Process Resulting Documents Sales and Channel Product Market Requirements Document (MRD) Business Strategy Process Product Road Product Messaging Map Positioning Product Requirement Document (PRD) Engineering Plan Product Strategy Technology Create Maintain Device: Contract Plan Marketing Product Plan, Product Support Requirements Requirements Build, Release Commit Document Document Test. Register Requirements Gathering Technology/ Solution/s Product/s Device/s s Market & Selling & Product Engineering & Intellectual Customer/Field Sales and Specific Enhancements Delivery Management Manufacturing Property Channel Prospects Customers Product Management Engineering Product Marketing Executive Management Nick Shelness Nick Shelness Independent Technology Consultant 27 Independent Technology Consultant 28 (MRD �� Product �� Device) Alignment From MRD to PRD Alignment MRD Product Device/s (Can it be built? At what cost? Product Device When?) “Marketecture” Architecture/s � Conversation must be fact (data) based � Not a clash of opinions � Outcome will be � An agreed Product Requirements Document (PRD) � An agreed Product “Marketecture” � Which will drive � Device/s Plan � Device/s Architecture Nick Shelness Nick Shelness Independent Technology Consultant 29 Independent Technology Consultant 30
MRD is a Big Animal Picture Requirements/ Sub-Requirements � Some market requirements Classify by – Need to be broken down into more granular pieces Priority – From MRD � Especially where sub-requirements differ Low Hanging Fruit – Small amount of code in <= 1.5 module/s Relatively easy to (unit) test and debug – In do-ability (can they be built?) Complex – Large amount of code and/or in > 1.5 modules – In complexity Relatively difficult/complex to (system) test & debug – In required technology Varies from moderate to very Needs Technology – Requires IP to be created, licensed, etc. – … Impossible – … � No new requirements Dependencies – Implementation is dependent on meeting another requirement/sub-requirment – From Engineering, Sales, etc. Sort by Requirement, Priority, Difficulty, … Nick Shelness Nick Shelness Independent Technology Consultant 31 Independent Technology Consultant 32 Requirements Ordered by Number Requirements Ordered by Priority Pri- Low Hang- Needs Pri- Low Hang- Needs Feature Complex Impossible Dependencies Feature Complex Impossible Dependencies ority ing Fruit Technology ority ing Fruit Technology Must Must 1.1 Very 1.1 Very Have Have Must Must 1.2 X 1.1 1.2 X 1.1 Have Have Must Research Must Research 1.3 1.3 Have reqd. Have reqd. Nice 2 Must Very or 2.1 X 4. Have Have Can buy Nice 2 Must 2.2 X 5.1 Moderate 4 Have Have Nice 2 Must 3. Moderate Can License 5.2 X 5.1 -> 4 Have Have Must Very or Must 4. 6. X Have Can buy Have Must Nice 2 5.1 Moderate 4 2.1 X Have Have Must Nice 2 5.2 X 5.1 -> 4 2.2 X Have Have Must Nice 2 6. X 3. Moderate Can License Have Have Nick Shelness Nick Shelness Independent Technology Consultant 33 Independent Technology Consultant 34 Requirements Ordered by Difficulty Writing the PRD � Standard format Pri- Low Hang- Needs Feature Complex Impossible Dependencies ority ing Fruit Technology Nice 2 2.1 X � Ordered and prioritized Have Must 1.2 X 1.1 Have list of agreed product requirements Must 5.2 X 5.1 -> 4 Have � May be more that one for a release Must 5.1 Moderate 4 Have Nice 2 – More than one product required for a solution 3. Moderate Can License Have Must 1.1 Very Have Must Very or 4. Have Can buy Must Research 1.3 Have reqd. Must 6. X Have Nice 2 2.2 X Have Nick Shelness Nick Shelness Independent Technology Consultant 35 Independent Technology Consultant 36
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