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Cover Slide 200 0 Presented by the USC ETTC Copyright ETTC 2000

Changing The Way

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Page 1: Changing The Way

Cover Slide

2000

Presented by the USC ETTC Copyright ETTC 2000

Page 2: Changing The Way

USC ETTC © 2000

Time cover How the internet is changing the way books are exposed

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How the internet is changing the way

movies are exposed

Blair witch

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How the internet is changing the way music is exposed

MP3.com

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“When the rate of change outside is greater than the rate inside, the end is in sight”

Jack Welch, Chairmen General Electric

The future

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“60 % of the items manufactured today did not exist 10 months ago”

Lon Hatamiya, Secretary - California Trade and Commerce Agency

Abstraction

“Startups are now expected to go public within 6-18 months after venture investment”

Donna Jensen, Founder and CEO of startups.com

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“A severe depression like that of 1920-1921 is outside the range of probability.”- Harvard Economic Society, 1929

“With only fifty foreign cars on sale here, the Japanese auto industry isn’t likely to carve out a big stake in the U.S.- Business Week, 1968

“Who the hell wants to hear actors talk?”- H.M. Warner - Warner Bros., 1927

“There is no reason for any individual to have a computer in their home.”- Ken Olson,Digital Equipment Corp., 1977

“Everything that can be invented has been invented.”- Charles Duell, Commissioner U.S. Office of Patents, 1899

“No matter what happens, the U.S. Navy is not going to be caught napping.”- Secretary of the Navy, December 4, 1941

Status Quo Thinking

“But what … is it good for?” (the microchip)- Engineer - IBM, 1968

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Management

(Image courtesy of Lynda M. Applegate, Harvard)

Perform all services within corporate structure.

Select specific vendors for non-mission critical services.

Partner with world-class service providers

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Network Organization

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Abstraction

Truth Knowledge Belief

Universal

No Debate

Effect

Social

Converge on debate

Cause

Personal

Diverge on debate

Cause

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The NASA Far West RTTC

“A knowledge transfer organization dedicated to

the highest level of professionalism and

innovation in all that we do.”

Mission Statement

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Our Homepage

Visit us at:

http://www.usc.edu/go/ttc

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The staff

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Management Team

Management Team includes:

• Former Director of Tech Transfer at Hughes Electronics

• Former Head of IR&D for Hughes Electronics

• Expert with 20 years experience in Knowledge Mining

• Executive Director with P&L and VC experience

• Former New Business Development Manager AlliedSignal

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Organizational Chart

School of EngineeringSchool of Engineering

Engineering TTCEngineering TTC

NASA ProgramsNASA

Programs

Commercial Programs

Commercial Programs

Campus Programs Campus

Programs

Far West RTTCFar West RTTC FLCFLC

Ames,Dryden,JPLAmes,Dryden,JPL RIBITRIBIT

Affiliate OfficesAffiliate Offices

10 Affiliate Offices in 8 states

10 Affiliate Offices in 8 states

Industry ContractsIndustry

Contracts

Business Development

Business Development

Aerospace 1Aerospace 1 Pre-IncubationPre-Incubation

Aerospace 2Aerospace 2

Renovation Funds

Renovation Funds

Research Park Funds

Research Park Funds

IncubatorIncubator Research ParkResearch Park

IMSCIMSC

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Organization History

Created in 1958, one of the National Aeronautics and Space Administration's founding purposes was to further technology transfer between the government and commercial sector.

• 1967 NIAC Started

• 1976 Subsidized Information Searches

• 1982 Information Services Expanded, RISS Launched

• 1984 Affiliate Network Starts

• 1991 Affiliate Network Expands

• 1992 USC Selected as RTTC

• 1994 Wins TRP Award

• 1997 ETTC Formed

Far West

Mid - Continent

Southeast

Mid-WestNortheast

Mid-Atlantic

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Modular System open model but allows space to be divided when needs. But better than rigid cubicle walls and allow collaboration between teammates and feels less secluded

Collaborating Quarters a centralized glassed area for staff meetings, brain-storming and formal conferences. This welcomes group involvement and minimizes

disturbances.

The Smart IT building of the future

Image courtesy of CIO magazine

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Integrated space for Infrastructure raised floors offer east access for quick upgrades to meet demanding bandwidth. Can also provide

water, power and HVAC space upgrades.

The Smart IT building of the future

Central area for power & networksthe IT friendly building will support ample power sources to accommodate any need. A central cable core for power and network wiring allow for easy upgrades and

trouble shooting.

Image courtesy of CIO magazine

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Knowledge Mining

• The Spiral starts from the cluster center

• Knowledge is gained as it moves outward

• Leads generated from direct/indirect interest

• Recalibrate demand curve for portfolio

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Maximizing Profitability

• A

• B• C

• D

• E

High Priced / Exclusive

Low Priced / Non-Exclusive

Sweet Spot = Highest Total Revenue

• Portfolio Management Approach

• Avoid “Cherry Picking”

• Licensing Strategy matches technology

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You can Sort by:Type or Category

or Filter by:NASA or COM

Try the DEMO

Each technology list the available

documentation we have

Our Technology Catalog

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• CAP 0: Decision to Patent

• CAP 1: Probe for market acceptance

• CAP 2: Analyze market data

• CAP 3: Technology Valuation

Commercial Assessment Model

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Create Marketing Dockets

• Create dockets for marketing technology groupings

• Can be provided in e-mail, fax or hard copy format

• Allows executives to quickly evaluate

• Emphasizes problem solved not usage

• Marketing Dockets Example

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America’s ClustersDRI/McGraw-Hill, Aug ‘96

Automotive

Aerospace/Defense

IndustrialMachinery

Transportation andDistribution

Financial Services

Tourism andRecreation

EducationalServices

Info/Media and Entertainment

Business Services

Health Services

Fashion, Apparel andTextiles

Home and LifestyleProducts

Agriculture andFood Processing

Bio-MedicalProducts

Electronics Machineryand Systems

Forest Products

Metals

ConstructionProducts

Energy andProcessMaterials

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Industry Clusters

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Industry Clusters

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1940

-196

5

1965

-199

0

1990

-201

5Motion Pictures

AviationElectronics

Defense Aviation

AutomobileManufacturing

FoodProcessing

Agriculture

Theme Parks

Motion Pictures

Television

ComputerPeripherals

Defense Instruments

Commercial Aviation

MetalProducts

GeneralManufacturing

InformationProcessing

DefenseAerospace

Theme Parks/Tourism

Visual Media Production

Professional Services

Multimedia Technology

Engineering Services

Technology-Based

Manufacturing

General Manufacturing

Information Processing

Business Services

The Evolution of Industry

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Outcome

Avalanche of Money