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Big Data: A Big Trap for
                                        Smith & Nephew NPWT Product Development?
                                        New Product Development
                                        Chicago Deliverable
                                        Phase I Product Management Association
                    seeding new ideas   August 9, 2012
                                        St. Petersburg, FL
                                        November 6, 2000




seeding new ideas                                       ©2012 Strategy2Market®, Inc. All rights reserved.   1
Agenda

• What is Big Data
• The State of Big Data
• How to Create Value in Product Development with Big Data




seeding new ideas                              ©2012 Strategy2Market®, Inc. All rights reserved.   2
What is Big Data?




seeding new ideas        ©2012 Strategy2Market®, Inc. All rights reserved.   3
What is Big Data?




        “Data that exceed the processing capacity of conventional
        database systems. The data is too big, moves too fast, or doesn’t
        fit the strictures of your database architectures.”

                                             Ed Dumbill, Program Chair,
                                             O’Reilly Strata Conference




seeding new ideas                                     ©2012 Strategy2Market®, Inc. All rights reserved.   4
What is Big Data?


          Traditional Data
                                         Business         Astronomy            Credit Bureaus
                                          CRM              Celestial           Risk Modeling
 Bioinformatics
                     Government           Sales           Positioning            Direct Mail
Human Genome
                    Census returns         ERP
                     IRS Filings            GL                 Mapping Data
                                                                  Route
                                                                                   NYSE
 Machine-Generated/Sensor                                      Optimization


                                                                                                              Big Data:
                                         GPS                iPass
                  Weblogs                          CDR                OnStar
                            Smart
                            meters
                                                          Health                                                Volume
                                      Equipment            Body
                                     Performance         Monitoring
                                                                                                                Velocity
                                                                                                                Variety
  Social Media & Other New Formats                                                                               Value
 Social Media                                             Fingerprints
                    Audio     Pictures     Satellite                       Publications
 Commentary                                                  Facial
                                           Images         recognition

          Blogs          Human
                        Emotions                               Relationships
                                           Video                Influence
  seeding new ideas                                                                         ©2012 Strategy2Market®, Inc. All rights reserved.   5
Big Data is Different




  Traditional Data         Big Data
  •    Observational       • Observational
  •    Experimental        • By-product of administrative,
  •    Well-defined          operational and other
  •    Structured            activities
  •    Manageable volume   • New, ill-defined forms
  •    Manageable speed    • Unstructured
                           • Huge volumes
                           • High speed


seeding new ideas                      ©2012 Strategy2Market®, Inc. All rights reserved.   6
Drivers of Big Data Capability



                         Declining Storage/CPU/bandwidth costs


                     New and broader sources of data available and
                         being combined to create more value

                    Ability to move from a batch/time-delayed analysis
                              environment to real-time analysis


                         Data is becoming more understandable


                          Increasing availability of big data apps


                       Cloud services make big data storage/access/
                    processing available to all; empowers new start-ups
seeding new ideas                                                     ©2012 Strategy2Market®, Inc. All rights reserved.   7
The State of Big Data




seeding new ideas            ©2012 Strategy2Market®, Inc. All rights reserved.   8
The Growth of “Big Data”


•   In 2009, nearly all sectors in the US Economy had at least an average of 200
    TB of stored data per company with more than 1,000 employees (McKinsey)
•   Data is growing at 50%/year (New York Times)
•   IBM estimates 90% of all data in the world was created in the last two years

                    Quantity of Global Digital Data, Exabytes

                                                                     7,910
                                                             2,720
                                                     1,227
               130




               2005                                   2010   2012    2015
seeding new ideas    EMC/IDC Digital Universe Study, 2011            ©2012 Strategy2Market®, Inc. All rights reserved.   9
The Growth of “Big Data”



We create 2.5 million terabytes of data per day globally (IBM)
• 12 TB of Tweets per day (IBM)
• 400-600 million records/day are received and analyzed by the FTC to
  detect/deter fraud (White House Council of Economic Advisors)
• 597,000 TB of mobile data generated/day globally in 2011 (the whole
  internet is only 75,000 TB) (Cisco)
• In 2011, for the first time more than half mobile data traffic (52%) was
  video (Cisco)




seeding new ideas                                   ©2012 Strategy2Market®, Inc. All rights reserved.   10
Data from smart phones is one of the
primary drivers of data growth


                                                 Forecast of Monthly                                78% CAGR 2011-2016
                                              Global Mobile Data Traffic
                               12

                               10
          Exabytes per Month




                               8

                               6

                               4

                               2

                               0
                                    2011      2012          2013        2014   2015     2016

                                       Source: Cisco VNI Mobile, 2012
seeding new ideas                                                                     ©2012 Strategy2Market®, Inc. All rights reserved.   11
“At the World Economic Forum last month in Davos, Switzerland, Big
   Data was a marquee topic. A report by the forum, “Big Data, Big
   Impact,” declared data a new class of economic asset, like currency
   or gold.”

                             New York Times “The Age of Big Data” Feb 11, 2012




seeding new ideas                                    ©2012 Strategy2Market®, Inc. All rights reserved.   12
How to Create Value with Big Data




seeding new ideas                        ©2012 Strategy2Market®, Inc. All rights reserved.   13
The Big Data Industry




                    “Building data startups: Fast, big, and focused,” O’Reilly Radar, August 9, 2011
seeding new ideas                                                                         ©2012 Strategy2Market®, Inc. All rights reserved.   14
Framework for Creating Value From
Big Data


                                     Business Models


                                    Leveraging Big Data to      Leveraging Big Data in
         Collecting, organizing,
                                   create improved solutions    creative ways to create
         enhancing and selling
                                      to existing customer     solutions to unrecognized
          access to Big Data
                                              needs                 customer needs


       Examples:                   Examples:                   Examples:
       - Gnip                      - BabySimplify              - Klout
       - Recorded Future           - BillGuard                 - StartUp Genome
       - Converseon                - Ginger.io                 - Affective
                                   - Quinzee
                                   - Flipboard




seeding new ideas                                                    ©2012 Strategy2Market®, Inc. All rights reserved.   15
New Product Development Critical
Success Factors

                          A unique superior product


                         A strong market orientation


                    Projects aimed at an attractive market


                        Leverage core competencies


                          Competitive advantage in data processes
                          and algorithms rather than the data center,
                             database and data processing tools

                           Ability to combine data sources to create
                                           new value
seeding new ideas                                                       ©2012 Strategy2Market®, Inc. All rights reserved.   16
Common Strategy/Product Pitfalls




         Technology looking for a market need



         A product that does not solve an important
         need the market is willing to pay for


         Doing something different but not better




seeding new ideas                                     ©2012 Strategy2Market®, Inc. All rights reserved.   17
Portfolio Evaluation
                                            Recorded Baby                                    StartUp
                                 Gnip       Future   Simplify BillGuard Klout                Genome
        CSF
        unique, superior pdt
        market orientation
        attractive market
        leverage competencies

        Pitfalls
        Technology first
        need not worth solving
        different not better

        Total                           0          0        0           0                0                0

seeding new ideas                                                  ©2012 Strategy2Market®, Inc. All rights reserved.   18
Contact Information




                                   Kathy Morrissey
                                Strategy 2 Market, Inc.
                                    312-212-3140
                           kmorrissey@strategy2market.com
                                  @strategy2market
                             www.Strategy2Market.com

                              Download this presentation at:
                    http://www.strategy2market.com/s2m_BigData.html


seeding new ideas                                       ©2012 Strategy2Market®, Inc. All rights reserved.   19
About Strategy 2 Market


s2m is an 10 year old consulting and training firm that specializes in new
product development (NPD). Our three primary goals are:

    1. To drive new product revenue through a comprehensive and strategically
       aligned program
    2. To reduce the complexity of the new product development process and
       improve time to market
    3. To assist organizations in choosing the right projects and optimizing
       resources


   We have significant experience in helping companies
    improve their new product development systems

seeding new ideas                                      ©2012 Strategy2Market®, Inc. All rights reserved.   20
New Product Development for
Product Managers Workshop

This one-day seminar addresses the Product Managers’ role in the early stages of the new
product development process. The emphasis of this session will be on
• Developing product strategies (including platform, market and technology strategies)
• Translating those strategies into roadmaps
• Building those strategies into a comprehensive NPD portfolio management system that
    prioritizes NPD projects and manages resources.
• We also review other early-staged responsibilities from the Discovery to Business Case
    Phase.

Date: October 19, 2012
Location: The Illinois Technology Association TechNexus Conference Center
200 S. Wacker Dr., 15th Floor, Chicago, IL 60606
Questions: Mary Drotar, mdrotar@strategy2market.com or 312.212.3144
Cost: $995.00
Registration: http://www.strategy2market.com/npd_for_PMs.html

seeding new ideas                                            ©2012 Strategy2Market®, Inc. All rights reserved.   21
New Product Development for Product
Managers Agenda
               8:15 – 8:30     Registration and Breakfast
               8:30 – 8:45     Introductions
               8:45 – 12:00    Defining a Product Manager in a NPD System
                                      Roles and Responsibilities
                               New Product Development Process Overview
                               Strategy (includes 15 min. break)
                                      Business Model
                                      Business Strategy
                                      Innovation Strategy
                                      Product Strategy
                                      Platform Strategy
               12:00 – 12:30   Lunch
               12:30 – 1:00    Strategy Continued (includes 15 min. break)
                                      Market Strategy
                                      Technology Strategy
               1:00 – 1:45     Technology/Platform Roadmaps
               1:45 – 2:30     Transition Strategy into Portfolio Management
               2:30 – 4:30     NPD Process
                                     Pre-screen
                                     Discovery
                                     Scoping
seeding new ideas                    Business Case                             ©2012 Strategy2Market®, Inc. All rights reserved.   22

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Big Data: A Big Trap for Product Development

  • 1. Big Data: A Big Trap for Smith & Nephew NPWT Product Development? New Product Development Chicago Deliverable Phase I Product Management Association seeding new ideas August 9, 2012 St. Petersburg, FL November 6, 2000 seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 1
  • 2. Agenda • What is Big Data • The State of Big Data • How to Create Value in Product Development with Big Data seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 2
  • 3. What is Big Data? seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 3
  • 4. What is Big Data? “Data that exceed the processing capacity of conventional database systems. The data is too big, moves too fast, or doesn’t fit the strictures of your database architectures.” Ed Dumbill, Program Chair, O’Reilly Strata Conference seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 4
  • 5. What is Big Data? Traditional Data Business Astronomy Credit Bureaus CRM Celestial Risk Modeling Bioinformatics Government Sales Positioning Direct Mail Human Genome Census returns ERP IRS Filings GL Mapping Data Route NYSE Machine-Generated/Sensor Optimization Big Data: GPS iPass Weblogs CDR OnStar Smart meters Health Volume Equipment Body Performance Monitoring Velocity Variety Social Media & Other New Formats Value Social Media Fingerprints Audio Pictures Satellite Publications Commentary Facial Images recognition Blogs Human Emotions Relationships Video Influence seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 5
  • 6. Big Data is Different Traditional Data Big Data • Observational • Observational • Experimental • By-product of administrative, • Well-defined operational and other • Structured activities • Manageable volume • New, ill-defined forms • Manageable speed • Unstructured • Huge volumes • High speed seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 6
  • 7. Drivers of Big Data Capability Declining Storage/CPU/bandwidth costs New and broader sources of data available and being combined to create more value Ability to move from a batch/time-delayed analysis environment to real-time analysis Data is becoming more understandable Increasing availability of big data apps Cloud services make big data storage/access/ processing available to all; empowers new start-ups seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 7
  • 8. The State of Big Data seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 8
  • 9. The Growth of “Big Data” • In 2009, nearly all sectors in the US Economy had at least an average of 200 TB of stored data per company with more than 1,000 employees (McKinsey) • Data is growing at 50%/year (New York Times) • IBM estimates 90% of all data in the world was created in the last two years Quantity of Global Digital Data, Exabytes 7,910 2,720 1,227 130 2005 2010 2012 2015 seeding new ideas EMC/IDC Digital Universe Study, 2011 ©2012 Strategy2Market®, Inc. All rights reserved. 9
  • 10. The Growth of “Big Data” We create 2.5 million terabytes of data per day globally (IBM) • 12 TB of Tweets per day (IBM) • 400-600 million records/day are received and analyzed by the FTC to detect/deter fraud (White House Council of Economic Advisors) • 597,000 TB of mobile data generated/day globally in 2011 (the whole internet is only 75,000 TB) (Cisco) • In 2011, for the first time more than half mobile data traffic (52%) was video (Cisco) seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 10
  • 11. Data from smart phones is one of the primary drivers of data growth Forecast of Monthly 78% CAGR 2011-2016 Global Mobile Data Traffic 12 10 Exabytes per Month 8 6 4 2 0 2011 2012 2013 2014 2015 2016 Source: Cisco VNI Mobile, 2012 seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 11
  • 12. “At the World Economic Forum last month in Davos, Switzerland, Big Data was a marquee topic. A report by the forum, “Big Data, Big Impact,” declared data a new class of economic asset, like currency or gold.” New York Times “The Age of Big Data” Feb 11, 2012 seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 12
  • 13. How to Create Value with Big Data seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 13
  • 14. The Big Data Industry “Building data startups: Fast, big, and focused,” O’Reilly Radar, August 9, 2011 seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 14
  • 15. Framework for Creating Value From Big Data Business Models Leveraging Big Data to Leveraging Big Data in Collecting, organizing, create improved solutions creative ways to create enhancing and selling to existing customer solutions to unrecognized access to Big Data needs customer needs Examples: Examples: Examples: - Gnip - BabySimplify - Klout - Recorded Future - BillGuard - StartUp Genome - Converseon - Ginger.io - Affective - Quinzee - Flipboard seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 15
  • 16. New Product Development Critical Success Factors A unique superior product A strong market orientation Projects aimed at an attractive market Leverage core competencies Competitive advantage in data processes and algorithms rather than the data center, database and data processing tools Ability to combine data sources to create new value seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 16
  • 17. Common Strategy/Product Pitfalls Technology looking for a market need A product that does not solve an important need the market is willing to pay for Doing something different but not better seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 17
  • 18. Portfolio Evaluation Recorded Baby StartUp Gnip Future Simplify BillGuard Klout Genome CSF unique, superior pdt market orientation attractive market leverage competencies Pitfalls Technology first need not worth solving different not better Total 0 0 0 0 0 0 seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 18
  • 19. Contact Information Kathy Morrissey Strategy 2 Market, Inc. 312-212-3140 kmorrissey@strategy2market.com @strategy2market www.Strategy2Market.com Download this presentation at: http://www.strategy2market.com/s2m_BigData.html seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 19
  • 20. About Strategy 2 Market s2m is an 10 year old consulting and training firm that specializes in new product development (NPD). Our three primary goals are: 1. To drive new product revenue through a comprehensive and strategically aligned program 2. To reduce the complexity of the new product development process and improve time to market 3. To assist organizations in choosing the right projects and optimizing resources We have significant experience in helping companies improve their new product development systems seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 20
  • 21. New Product Development for Product Managers Workshop This one-day seminar addresses the Product Managers’ role in the early stages of the new product development process. The emphasis of this session will be on • Developing product strategies (including platform, market and technology strategies) • Translating those strategies into roadmaps • Building those strategies into a comprehensive NPD portfolio management system that prioritizes NPD projects and manages resources. • We also review other early-staged responsibilities from the Discovery to Business Case Phase. Date: October 19, 2012 Location: The Illinois Technology Association TechNexus Conference Center 200 S. Wacker Dr., 15th Floor, Chicago, IL 60606 Questions: Mary Drotar, mdrotar@strategy2market.com or 312.212.3144 Cost: $995.00 Registration: http://www.strategy2market.com/npd_for_PMs.html seeding new ideas ©2012 Strategy2Market®, Inc. All rights reserved. 21
  • 22. New Product Development for Product Managers Agenda 8:15 – 8:30 Registration and Breakfast 8:30 – 8:45 Introductions 8:45 – 12:00 Defining a Product Manager in a NPD System Roles and Responsibilities New Product Development Process Overview Strategy (includes 15 min. break) Business Model Business Strategy Innovation Strategy Product Strategy Platform Strategy 12:00 – 12:30 Lunch 12:30 – 1:00 Strategy Continued (includes 15 min. break) Market Strategy Technology Strategy 1:00 – 1:45 Technology/Platform Roadmaps 1:45 – 2:30 Transition Strategy into Portfolio Management 2:30 – 4:30 NPD Process Pre-screen Discovery Scoping seeding new ideas Business Case ©2012 Strategy2Market®, Inc. All rights reserved. 22