C4IR Conference Series 2017 Barriers to purchase and use, services

1. Barriers to adoption
Nick Coutts
2 November 2017
15th Anniversary High Value Manufacturing
& 4th New Materials & Graphene
Conference 2017
2-3 November 2017
www.cir-strategy.com/events

2. Quality
perceptions
Value
perceptions
Organisation
Brand
name
Corporate
image
Reputation
Other
user
recommendations
Intangibles
During sales
service
Before sales
service
After sales
service
DeliveryGuarantees
Warranties
Add - ons
Finance
Advice
Availability
Services
Function
Design
Features
Efficacy
Price
Packaging
Product
Source: de Chernatony and McDonald
80 per cent of the
impact, but only 20
per cent of the
costs

3. What are the barriers to purchase and use?

4. Technical Political Organisational Financial Emotional
• Information, experience and
services
• Partners
• Service billing
• Service
Certification
Reference materials
Waste and recycling
Procurement processes
Process scalability
Standards
Legislation
Technical data

6. Quality
perceptions
Value
perceptions
Organisation
Brand
name
Corporate
image
Reputation
Word of
mouth
Intangibles
During sales
support
Pre-sales
support
After sales
support
Capacity
planning
Guarantees
People
selection
Choice Competency
management
Training
Communications
programmes
Services
Outcomes
Design
People
Experience
Price
Management
Service
Adapted from de Chernatony and McDonald

7. Prioritisation View comments in cells as marked.
Score 5 = very high4 = high 3 = medium 2 = low 1 = very low
Value criteria Time to
market
Confidence Development
time
Confidence Development
cost
Confidence Sales cycle
length
Confidenc
e
Access to
route to
market
Confidence Revenue
potential
Date added Application
25-Jun-17 New product 4 2 3 3 5 4 4 1 4 4 4
Confidence table adjust definitions below as required
Very high confidence = 5 We have strong external independent evidence eg reliable market studies for specific applications
4 We have good external independent evidence eg reliable market studies that are not application specific
3 We have some external evidence eg we have found some external evidence
2 We have some internal evidence eg our own sales data or data from our team
1 We have no internal or external evidence

8. OPPORTUNITY
MARKET SIZE/
GROWTH
POTENTIAL
COMPETITIVE
INTENSITY
STRATEGIC
VALUE
COST OF
SALE
EASE OF
TRANSACTION
CONTENT
AVAILABILITY
RAW
SCORE
CONFIDENCE
IN MARKET
KNOWLEDGE
BUU 11-15 years V. Large Low V. High V. Low V. High V. High 80.0 High
BUU Platform Users (through API) V. Large V. Low V. High Low V. High V. High 80.0 High
TDU 16-19 years (future) Large Low V. High V. Low V. High V. High 64.0 High
BUU University Large Low V. High V. Low V. High V. High 64.0 High
TDC Assessment Companies V. Large V. Low V. High Low High V. High 64.0 Low
BUU Application Developers Medium Low V. High V. Low V. High V. High 48.0 High
BUU MooCs V. Large Low V. High Low High V. High 51.2 Medium
TDC Training Companies V. Large Low V. High Medium V. High V. High 48.0 Low
TDC Enterprise V. Large Low V. High Low High High 41.0 Medium
BUU Satellite TV V. Large V. Low Low Medium V. High V. High 24.0 Medium
TDC LMS Providers Large Low High Low Medium V. High 24.6 Low

9. BUU 11-15 years
BUU Pla.orm Users (through API)
TDU 16-19 years (future)
BUU University
TDC Assessment Companies
BUU ApplicaDon Developers
BUU MooCs
TDC Training Companies
TDC Enterprise
BUU Satellite TV
TDU Content providers /
publishers
TDC CerDfied Triba
professionals
TDC Special Schools - K12
0.65
0.70
0.75
0.80
0.85
0.90
0.95
0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 0.90
Riskiness
AQracDveness
Opportunity evaluaDon
BUU 11-15 years
BUU Pla7orm Users (through
API)
TDU 16-19 years (future)
BUU University
TDC Assessment Companies
BUU ApplicaKon Developers
BUU MooCs
TDC Training Companies
TDC Enterprise
BUU Satellite TV
TDU Content providers /
publishers
TDC CerKfied Triba Professionals
TDC Special Schools - K12