Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
David Skyrme
a s s o c i a t e s
Knowledge Commerce
Commercializing Organizational Knowledge Dr David J. Skyrme (Email: david@skyrme.com Web - http://www.skyrme.com)
Knowledge Summit 99 London 23-24 Nov 1999.
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Knowledge Summit 99
David Skyrme
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7P
Knowledge Commerce
$$$
Knowledge Packaging and Commercialization Economic Landscape - Virtual, valuable, volatile
Knowledge Summit 99
David Skyrme
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Three megatrends
Technology
- Performance; Connectivity; Mobility
Information/Knowledge Work
> 70% of work (US/EUR) information intensive
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Knowledge Summit 99
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Knowledge Summit 99
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Few conferences, books and articles A few leading firms Sharing best practice Learning ICT - groupware US - Scandinavia
100+ conferences, books, 10+ journals Large firms + governments Innovation / conversion Communities / trading Intranets, e-commerce World-wide
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Recognized Discipline
Routine Practice Breakthrough (10x) Practices External Focus on Value Knowledge Objects
I N S I G H T I N N O V A T I O N
Best Practices
Inward Focus on Sharing Knowledge Processes
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Tradeable Knowledge
Knowledge Navigators/Agents
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External Focus
Intranet
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Extranet
N S I G H T I N
Internet
N O V A T I O N
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K-Commerce
Knowledge Products/Services
E-commerce (transactions)
K-Commerce
Marketing / Distribution
I N T E L L I G E N C E I N S I G H T
Internet
I N N O V A T I O N
Knowledge Summit 99
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IPOs
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ratios: 35 (S&P500) - Yahoo! 450 - eBAY 700 Priceline.com > Delta + United + US Airways AOL = 1.4 x Times-Warner Amazon.com Barnes & Noble
Revenues Valuation $ 600m $11,000m $ 3,000m $ 2,500m N.B. All figures subject to wild fluctuations!
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K-Commerce Products/Services
Advisory, training, consultancy, web devt. User Services e.g. NextEra, Jupiter, US Interactive, SciNet Applications/ Communities, auctions, markets Markets e.g. Fatbrain, Deja, QXL, Priceline, Chemdex, TKE Directories, payments, trading, advertising Enabling Services e.g. Yahoo! Sina.com, WorldPay, iqport, LinkShare Software Servers, multimedia, e-commerce e.g. RealNetworks, BackWeb, Tradex, Ecash Networks, satellites, telcos, ISPs e.g. Teledesic, Qwest, Freeserve, China.net
Infrastructure
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Add-on services
installation training consultancy
Customization
grows smarter with use
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Knowledge Packaging
Create Convert Commercialize
Customized Products/ Services
Codified Uncodified Diffused
E.g. processes, databases documents, drawings
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External K-Products
Best Practice Databases
Expertise Directories
Intellectual Assets Intranets
Consultancy teams
IPR - licences, patents Extranets
Domain know-how
Communities (internal) Customer Knowledge
I N T
Knowledge Centres
E L L I G E N C E I N S I
Advisory Services
G H T I N N O V A T I O N
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Broadcasting
Lectures
Consulting
Research
Accountancy
Software Online databases Publications
Passive (one way)
G E N C E I N S I G H T I N N O
K-Commerce
Active (interactive)
V A T I O N
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Courses
Volume
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demand for knowledge - FAQs Review assets vs. user needs Make them accessible / usable - formatted, organized Customize - think customer decisions, processes Quality e.g. assessed, accredited Connections - e.g. hyperlinks, links to advisory services Add intelligence - expert commentary, dialogue Well marketed - increased usage enhances value
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Examples
IPR
e.g. Dow, Project Alba Consultancies e.g. ERNIE, GBP Market specific portals e.g. Chemdex Online info e.g. PracticeDatabase.com Customised info e.g. Reuters Inform Knowledge networks e.g. Teltech Trading Platforms e.g. iqport Learn from the Leaders ...
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Amazon.com
4
million books, mostly discounted, 24 hrs/day Personalization, 1 Click buying Connects to related books Alerts -emails when new titles of interest User reviews = validation, emergent community Affiliates, strong brand awareness High levels of customer service Extracting and Exploiting Customer Knowledge
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iqport.com
A
trading platform for knowledge assets Classification system, search engine Wrappers - describing whats in the asset Guilds - aggregate assets, add extra services Accreditation - validating and branding by guilds Micropayments - pay-as-you-go, revenue sharing Scope for communities, online consulting etc.
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Price
expectations of much lower prices; information is free Place direct to end-users; disintermediation/re-intermediation Promotion direct, can be more targeted, but audience has more choice and control (oblivion is just a click away!)
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4Ps Become 7
Packaging
Product
Promotion Place
Positioning
Portals/Pathways
Page Impression(s)
Progression Payments Performance
Price
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and Pathways - from where your customers go first Page impression(s) - informative, helpful, stickiness Payment mechanisms - make it easy to do business Progression - from free to things they will pay for Performance - responsiveness, service, statistical analysis
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Summary - Opportunities
Human
product knowledge surround: add-on services advisory services using expertise create communities
Structural
package / sell existing or by-product information give access to databases (extranet) harvest / convert some human capital to explicit
Hybrid
I N T E L L I
- explicit plus expertise Use the Internet for Volume and Reach
G E N C E I N S I G H T I N N O V A T I O N
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Summary - Challenges
Internet Unique
speed - 100 days - are you fast enough? knowledge - what does your IC audit show? of free
Expectations
Constraints/Culture N T E L L I G E N C E Reflect.com
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What is the value of an idea that comes in the flash of a second but is based on a lifetime of experience?
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