Presentation on my paper Value-Driven Technology Roadmapping, from Technological Forecasting and Social Change, Oct 2009.

1. Value-DrivenTechnology Road Map
(VTRM)
Google Checkout
Security Technologies
Dave Fenwick
Tugrul Daim
Nathasit Gerdsri
Value-Driven Technology Technology Roadmap (VTRM) Fenwick-Daim-Gerdsri – 4 May 2009

2. Objective
• Roadmap a software service utilizing:
• Business marketing tools
• Industry Environment, Customer Value
Drivers, Competitive Feature Comparison
• Decision-making tools
• Delphi Pairwise Comparison, Hierarchical
Decision Model, Tech Dev Envelope
Value-Driven Technology Technology Roadmap (VTRM) 2 Fenwick-Daim-Gerdsri – 4 May 2009

3. Google Checkout
• Why Google
Checkout?
• Manageable
• Self-contained
• Good access to
documentation
• Scalable
• Testable
Value-Driven Technology Technology Roadmap (VTRM) 3 Fenwick-Daim-Gerdsri – 4 May 2009

4. VTRM Process & Tools
Value-Driven Technology Technology Roadmap (VTRM) 4 Fenwick-Daim-Gerdsri – 4 May 2009

5. SWOT Analysis
1. Assessment & Market
Value-Driven Technology Technology Roadmap (VTRM) 5 Fenwick-Daim-Gerdsri – 4 May 2009

6. 5-Forces Diagram
2. Assessment & Market
Value-Driven Technology Technology Roadmap (VTRM) 6 Fenwick-Daim-Gerdsri – 4 May 2009

7. Value Proposition
3a. Market & Service
Value-Driven Technology Technology Roadmap (VTRM) 7 Fenwick-Daim-Gerdsri – 4 May 2009

8. Value Proposition
3b. Value Drivers
Value-Driven Technology Technology Roadmap (VTRM) 8 Fenwick-Daim-Gerdsri – 4 May 2009

9. VTRM Progress
Value-Driven Technology Technology Roadmap (VTRM) 9 Fenwick-Daim-Gerdsri – 4 May 2009

10. Competitive
Features
4. Market &
Service
Value-Driven Technology Technology Roadmap (VTRM) 10 Fenwick-Daim-Gerdsri – 4 May 2009

11. Perceptual Map
5. Service &
Technology
Value-Driven Technology Technology Roadmap (VTRM) 11 Fenwick-Daim-Gerdsri – 4 May 2009

12. VTRM Progress
Value-Driven Technology Technology Roadmap (VTRM) 12 Fenwick-Daim-Gerdsri – 4 May 2009

13. VTRM Decision-Making
Process
Value-Driven Technology Technology Roadmap (VTRM) 13 Fenwick-Daim-Gerdsri – 4 May 2009

14. Delphi Pairwise Comparison
6. Service & Technology
Value-Driven Technology Technology Roadmap (VTRM) 14 Fenwick-Daim-Gerdsri – 4 May 2009

15. Hierarchical Decision Model
7. Service & Technology
Value-Driven Technology Technology Roadmap (VTRM) 15 Fenwick-Daim-Gerdsri – 4 May 2009

16. Hierarchical Decision Model
Sum of the Weighted Values
Value-Driven Technology Technology Roadmap (VTRM) 16 Fenwick-Daim-Gerdsri – 4 May 2009

17. Technology Development Envelope
8. Technology & Roadmap
Value-Driven Technology Technology Roadmap (VTRM) 17 Fenwick-Daim-Gerdsri – 4 May 2009

18. Technology Development Envelope
Results Graph
Value-Driven Technology Technology Roadmap (VTRM) 18 Fenwick-Daim-Gerdsri – 4 May 2009

19. VTRM Progress
Value-Driven Technology Technology Roadmap (VTRM) 19 Fenwick-Daim-Gerdsri – 4 May 2009

20. Microsoft Excel Implementation
Value-Driven Technology Technology Roadmap (VTRM) 20 Fenwick-Daim-Gerdsri – 4 May 2009

21. VTRM Progress
Value-Driven Technology Technology Roadmap (VTRM) 21 Fenwick-Daim-Gerdsri – 4 May 2009

22. Value-Driven Technology Roadmap
Value-Driven Technology Technology Roadmap (VTRM) 22 Fenwick-Daim-Gerdsri – 4 May 2009

23. Lessons Learned
• Updates Always Required
• Make it easy – automate if possible
• Use Data-driven decision-making in future
• Make it relevant – only useful if current
• Reflect outside market & tech environment
• Comparative Features List is the heart of the marketing &
technology decision-making analysis
Value-Driven Technology Technology Roadmap (VTRM) 23 Fenwick-Daim-Gerdsri – 4 May 2009