1. 三位一體： 談成功的產品規劃 A case journal of a new product from birth to success Eva Chen 陳怡樺 趨勢科技集團科技長 2003. 4 .1

2. 三位一體的產品規劃 公司策略方向 與特長 顧客需求 新技術 Connect them

4. Part 1: Product strategy Forming

5. Strategic Planning Process 6-12 Months 18 Months 24 Months Company Strategy Product Strategy Channel Strategy Marketing Strategy Yearly Objectives Product Roadmap Tech Dev Strategy Partnering Strategy Marketing Plan

6. Factor Influence Software Business Model Software Business Economics Technology Users Revenue Model What’s not free? Changing distribution model Micro segmentation of market Highly Dynamic Business behavior Standardized IP network Declined communication cost Agents Server Centric Computing Manufacture vs. Service model Sales Value vs. Use value How the value is caculated? Personalization Operating company different from the User company Mobility of the user (Platfrom, machine independent) Easy deployment and use

10. Strategy focus Technology Acquisition Objectives Market Development Objectives Partner Strategy Attack Plan – Unfair Market Share focus areas Company Image, Brand & Positioning – who are we? Marketing Strategy Competitive Extension of Channel Programs New Channels to Develop & Methodology/Metrics Channel Resource Allocation & Objectives Channel Strategy Identify Strategies to Solve (or try) Key Future Sol’ns Tech Dev Strategy Identify 24-36 Month Product Strategies Identify Competitive Attack Plans at Solution Level. Identify Product Strategies to Support or Drive Partner, Marketing and Channel Strategies Identify Priorities and Set Objectives Product Strategy

11. Example of role and responsibility Channel Development Objectives (Annual) Corp Strategic Objectives OR Mkt Dev/Chnl Mktg Proposal Regional VPs, Mktg VP + CxOs Channel Strategy Dir Mkt Dev Partner Development Strategy (Semiannual) Mkt Development Proposal Product Planning Committee Partner Strategy Dir Corp Mktg Segment Mktg Mgr Regional Mktg Dir Brand Strategy Segment Strategy Regional Strategy Required Annually & When Materially Chg’d Global Marketing Staff Marketing Strategy Director of Technology Development Technology Development Projects PM Org or Architect Org Proposal Product Planning Committee Technology Dev Strategy PGMs Product Line Business Plan Product Planning Committee (CTO, RD & Mktg VPs, PGMs, Dir of TD, Architects) Product Strategy CEO Office Corp Strategic Objectives – (Semiannual) Anybody w/Exec as Sponsor Executive Committee Corporate Strategy Output Owner Output Entry Criteria Decision Forum

12. Part 2: Product Planning and design

13. 成功的產品開發程序 Point out Strategic direction Identify Customer problem to be solved Find out technology solution E xecution M arket It & get feedback PM Technical Lead Executive Development Team PM

14. Cross the Chasm: Product Life Stage Visionary User Power User Practical User Conservative User

17. Technology Dev. Process Researcher All Engineers PMs Technology feasibility Study & alternatives Buy or Build strategy Prototype Spec. Prototype Development Prototype Team Technology PM 3 Months 9 Months 18 Months Tech. Dev. Proposal Product Integration Research Committee

19. 新技術研發組織範例 Technology Prototyping Development Team VP Research & Prototyping Technology Product Manager Technology Researchers Propose problem to be solved Proposal management. Define project scope Sell the project to product team Feasibility Study Alternative technology study Scouting new technology Propose possible solution for problems posted by Technology Product manager. Develop workable prototype Demo the concept to product team Collect feed back from the prototype And enhance the prototype. Technology transfer to the product team

20. Part 2: Product Development Stage

21. The P and J Sales Segment Mktg HIE Developers Marketing TMM Product Planner Localization JM Sustain & Service QA PM JM PGM GJM Successful Products!

22. PDG Organization RD Web QA PC PM Architect Process Engineering Group Field Integration

24. A Whole Product Quality Architecture Program Feature Sets Presentation(GUI) M a n a g e m e n t S e r v I c e Testing

25. Part 3: Product Launching The Poor Man’s Tour

27. Part 3: Product Renew,upgrade, or End of Life

28. 成功的執行程序 Feasibility study Prototype Test market and get feedback Define the Scope Productize

29. Product Life Cycle and Service Focus Technology Usage Insight Deployment Topology FAQ Knowledge base Upgrade path Support policy..