dr nawaf almoosa - ebtic slides/ebtic... · dr nawaf almoosa deputy director of ebtic assistant...

Dr Nawaf AlmoosaDeputy Director of EBTIC

Assistant ProfessorElectrical and Computer Engineering Department

• EBTIC is an ICT research and innovation centre, established by

Etisalat, BT and Khalifa University and supported by the ICT

Fund

• First established in 2009, EBTIC has enjoyed huge amounts of

success, culminating in ICT Fund involvement from 2014, which

has enabled us to extend out reach and remit to support the

UAE’s Innovation Strategy and the UAE 2021 vision

• Our vision is to be an international centre of excellence for ICT

research and innovation, driven by strong industry, academia and

government partnerships

• If you’re interested in working with us, please find our contact

details on our website: www.ebtic.org

• The EBTIC Innovation Club is open to anyone with an interest

in innovation and entrepreneurship

• The Club will be an important networking vehicle, bringing the

best and brightest minds from Khalifa University together with

important industry champions

• By joining, you’ll be invited to events happening in the club,

such as lectures and talks, training courses and hands on

events such as hothouses and boot camps

• You can learn new skills important to the budding

entrepreneur, build your personal network and be a part of

some exciting innovation opportunities across academia and

commerce ebtic.org/pages/innovation-club

@EBTIC_UAE

#EBTICInnovationClub

Corporates and Start-ups – A Cultural Clash?

Mike Hodgson, Head of Innovation Engagement, BT

Starting Up in the UAE

Ahmad Abugosh, Learning and Development Manager, Astrolabs

The Age of Applied Neuromarketing

Francesco Furnari, Founder Clarity International

British Telecommunications plc 2017

Downstreaming Innovation : Corporates and Entrepreneurs – a Cultural Clash?

Mike HodgsonBT, Applied Innovation

British Telecommunications plc 2017

People

Process

Ideas

Culture

Elements of effective (corporate) innovation

How would you rank them?

Importance ?

Difficulty ?

British Telecommunications plc 2017

People

Process

Ideas

Culture

Elements of Effective (Corporate) Innovation

Imp

ort

an

ce

Difficulty

British Telecommunications plc 2017

GLOBAL OPEN&PUSH PULL&

CUSTOMERDRIVEN

PROVOKE

ITERATE

DOWNSTREAM&LAUNCH

The Role of Innovation in BT

A partnership with start-ups and customers : Win:Win:Win

British Telecommunications plc 2017

• Showcase new ideas and concepts

• Scan the globe for new ideas from VCs, start-ups, partners, competitors.

• Identify Trends and Threats

• Propositions to Business case validation

• New Ideas Scheme

• Concept Demonstrators

• Rapid prototype & early trial

• Strong user & customer focus

• Bringing everyone together for rapid acceleration

Global Scouting,Infinity Labs &

Innovation Martlesham

Innovation Central& New Ideas

Applied TechnologyCentre

Customer Centre &Innovation Showcases

Hothouse Team

Our Innovation Toolset – Supporting Innovation Downstreaming

British Telecommunications plc 2017

“Putting innovation in context, that everyone can understand”

Customer Innovation Showcases – where the magic REALLY happens !

British Telecommunications plc 2017

The Start-up Perspective

Be prepared…

• 20 second pitch, 2 minute pitch, 20 minute pitch

• Good “competitor analysis”….there is no such thing as “no competition”

• Do your research ! …(on the person/organisation you are selling to)

• ….to run a marathon…and to be frustrated, to have to work at corporate pace

What do I look for in a start-up?

• A good management team, ….and an ability to pivot

• A lean organisation – Burn-rate is everything !

• Differentiation – e.g. IPR – how easy would it be to copy ?

• Channel partnerships and/or Customers

..and don’ts…

• Lie !….corporates do talk to each other

• Dwell on the history of the management team

• Say “yes” to everything…be selective…qualify

Do’s…..

• Aim big…but stay focussed at every step

• Have a clean, crisp, well articulate proposition

• Articulate your business model, from the perspective of the customer

• Hire a local to sell in region

British Telecommunications plc 2017

…and Don’ts..

• Underestimate the human element – is there a vested interested in the status quo ?

• Think your job is done, when the mother ship has bought into the idea.. ..that’s just 1st base !

The Corporate perspective

Things to consider..

• Be a diplomatic rebel

• If it’s too easy, worry !

• Be prepared to be pushed back….people will hate your idea/project - internal employees are the last to be listened to

What do I need to do to progress my idea?

• Test the idea with a friendly audience. Ask for “honest” feedback. Perfect your pitch(es).

• Develop a clear articulation of the proposition and user journey – a picture paint a thousand words and a video paints a thousand pictures

• Differentiation – what is the current approach (internally)

• Use all internal tools and platforms available (New Ideas Schemes, Showcases, HotHouses, etc.)

Do’s..

• Get external and internal stakeholders excited, then “name-drop like crazy”. Create the “buzz”, exploit a trend.

• Behave like a start-up…. Focus, baby steps, iterate to the right answer

• Do your research ! …(on who you are selling to).. Understand who it will impact…and how.

navigating entrepreneurship in the arab world

AstroLabs AcademyStarting Up In The UAE

Everyone is Online!

17- Proprietary and Confidential -

Everyone is Online!

18- Proprietary and Confidential -

Digital in the region

19- Proprietary and Confidential -

Mobile penetration

20- Proprietary and Confidential -

Mobile penetration Around The World

21- Proprietary and Confidential -

Mobile penetration

“Mobile is no longer a choice; it’s a necessity.”

22- Proprietary and Confidential -

2012 2017

Arabic Trends

Arabic is the 5th most used language & top 10 most searched languages globally

Arabic language : 72% in Egypt, 57% in KSA & 12% in UAE

Arabic section of Google play has higher conversion rate than "new app" section

MENA is the largest cluster in the world speaking same language

23- Proprietary and Confidential -

Youtube

24- Proprietary and Confidential -

Social Media in The Arab World

25- Proprietary and Confidential -

Key Takeaways

26- Proprietary and Confidential -

What’s Next?

27- Proprietary and Confidential -

Internet Of Things

28- Proprietary and Confidential -

Communications Platforms

29- Proprietary and Confidential -

Sharing Economy

30- Proprietary and Confidential -

Big Data / AI

31- Proprietary and Confidential -

Sharing Economy

32- Proprietary and Confidential -

Best time to start! (Always)

New tools: cloud, open source, SaaS

Lessons: Blogs, Moocs

New distribution channels: Online, App Stores, FB, global b2b platforms, …

New investors: more angels, syndicates, crowdfunding, crowdinvesting

New talent: Service providers, International teams, etc.

But …still – VERY– hard!

Easier => More competition

More distribution channels => Not as simple to market

Customers bombarded with options=>Harder to differentiate

Winner takes all situations

More competition for talent

Research not revelations

Real pains

You feel

Your coworkers friends/family/feel

You observe in the wider world

Real way to monetize and make $

Passion, or at least strong interest that will sustain you for years

Lenses to Filter

Problem

• Start by the problem, not a brainstorm of cool ideas: something you, your parents, friends, colleagues are in pain and want to solveMonetization

• Will people [someone] pay for it?

• How much?Opportunity

• Does it solve a problem that a lot of people have?

• Do you want/need 10K or 10Musers?Acquisition

• Acquisition model/tactics

• How much will it cost me to acquire a customer?Team

• Co-Founders : most important part of launching a new venture

Make it happen time

1- Write down what your idea is

2- What pain is it solving?

37

3- Why hasn’t someone else worked on it?

4- Why are you passionate about it?

Two pillars to make the business model work

CAC CLV

Tot Mkt/#New customersAOV*M*#

(or ARPU*M/Churn)

To make our acquisition more effective

To increase lifetime value

What?

How?

Why?

So What?Marketing strategyTactics to << CAC

(Conversion)Targeting/segmenting

Tactics to >> CLVProduct & Merch

Service focusCost cutting tradeoffs

Metrics: Measure Everything!

Setting up conversion funnelsAnalyze drop offs at each step and do incremental measurable changesSetup e-commerce tracking

E-commerce1. CAC/CRR2. CLV/AOV/#oR3. CR/BR4. CCC/DOH5. Delivery

Platforms/Marketplaces1. # of ‘buyers’ & ‘sellers’2. Inventory growth3. Search effectiveness4. Conversion/Satisf.xcn5. Ratings

SaaS1. CAC/CLV2. Trial signups3. Conv: Upgrades4. ARPU5. Churn

Mobile Apps1. CAC/CLV2. Downloads3. Launch rate4. % Active5. %Pay/ ARPU6. Churn7. Virality

Discomfort=personal growth

Do I keep doing what’s always been done, or challenge old assumptions ad try new approaches to problems?

Do I proactively seek new challenges or just manage those I already have?

Do I risk being exposed and vulnerable, or act to protect my pride and patch of power?

Do I ask for what I really want, or just for what I think others want to give me?

Do I speak my mind or bite my lip, lest I ruffle feathers or subject myself to criticism?

Growth=continuous learning

It’s Easier If You Join A Community!

In Dubai

In Abu Dhabi

42- Proprietary and Confidential -

THE AGE OF NEUROMARKETINGNext-generation approach for YOUR corporate training & employee engagementand new-business marketing & sales

Francesco Furnari, Director & Founder, Clarity International

“WE ARE NOT THINKING MACHINES THAT FEEL;

RATHER, WE ARE FEELING MACHINES THAT THINK.”

Antonio DamasioNeuroscientist & neurobiologistUSA

SKIN CONDUCTANCE VOICE ANALYSIS

EYE TRACKINGEEG

MRI FACIAL CODING

THE NEW BRAINRATIONAL

THE REPTILIAN BRAININSTINCTUAL

THE MIDDLE BRAINEMOTIONAL

“Although system 2 (neocortex) believes itself to be where the actionis, the automatic system 1 (reptilian brain) is the hero of the book...most people choices correspond to the predilection of system 1.”

D. Kahneman - 2002 Economy Nobel Prize

“the amygdala (reptilian) has more influence on the cortex than the cortex has on the amygdala.”

J. Ledoux - Pr. Neuroscience NYU

“The reptilian always win!”

C. Rapaille - Neuro Antropologist

TANGIBLE BEGINNING & END

VISUAL

EMOTIONAL

CONTRAST

SELF-CENTERED

© Salesbrain LLC

SALES TOOLS & EXHIBITIONS

GAMIFICATION

CORPORATE INTRANET

. . .

DIGITAL TRANSFORMATION

VIRTUAL REALITY

EMPLOYEE ENGAGEMENT

LEARNING & DEVELOPMENT

“LOGIC WILL GET YOU FROM

A TO B.

Albert Einstein

IMAGINATION WILL TAKE YOU EVERYWHERE.”

@EBTIC_UAE

#EBTICInnovationClub