LT from Research to Innovation:LT from Research to Innovation:Big Foot, Giant Squid, Little Fishes

META‐NET Forum, Budapest , p

28th June 2011Rose Lockwood, INMARK Estudios y Estrategias, S.Ay g

Innovation with Language Technology

Short‐circuit the marketBig Foot Strategy

Colonise the marketGiant Squid StrategyGiant Squid Strategy

Little Fishes in the EcosystemLittle Fishes in the EcosystemWhat is the strategy?

Big Foot StrategyBig Foot Strategy

Short‐circuit the market with innovative technology

L d ith i t h l• Lead with unique technology(or perceived unique technology)C t t• Create a category(or reinvent an old one)C t l• Control user access(but stay within the competition rules)R t i t h l i l i it• Retain technological superiority(or performance adequate to your markets)G t l k ith ti i• Get lucky with your timing...

• BigFoot, Sasquatch or Yeti – IT IS A RARE BEAST!

Giant Squid StrategyGiant Squid Strategy

Colonise the market through acquisitions

h l l d f• Routine technological upgrading of core products

• Filling in technological gaps• Addressing new platforms• Addressing new platforms• Developing services• Continual Innovation• Giant Squids are the norm in EnterpriseGiant Squids are the norm in Enterprise software markets

2005MedRemote, Inc

B k l S hBerkeley SpeechTechnologies

(Centigram)

BBS

Locus Dialog

BBSFlanders Dialogue Co

Scott Instruments

PureSpeechVoice Control VPCVOICE CONTROL SYSTEMS

19801980

Mobile Voice ControlFocus InformaticsBluestar Resources Ltd

Speech Recognition

Bluestar Resources Ltd

2005 ‐ 2011

What a LangTech innovation 

UNITED STATES EUROPE APACART Advanced Recognition Technologies Nuance Communications Austria GmbH Austria Nuance Communications Australia Australia

engine looks like...ART Advanced Recognition Technologies, Nuance Communications Austria GmbH Austria Nuance Communications Australia AustraliaCaere Corporation SpeechMagic Holdings GmbH Austria ITA Services Pty Ltd. AustraliaDictaphone Corporation Language and Computing N.V. Belgium Information Technologies Australia AustraliaeScription, Inc. Nuance Communications International BVBA Belgium OTE Pty Limited AustraliaeCopy, LLC. Nuance Communications Finland OY Finland Huayu Zi Software Technology (Beijing) ChinaFocus Infomatics, Inc. Voice Signal Technologies Europe OY Finland Nuance Software Technology (Beijing) ChinaKeisense Inc Nuance Communications France Sarl France Asia Translation & Telecommunications Hong KongKeisense, Inc. Nuance Communications France Sarl France Asia Translation & Telecommunications Hong KongLanguage and Computing Inc. Dictaphone Deutschland GmbH Germany Huayu Zi Software Technology Hong KongLocus Dialogue Technologies USA, Inc. Nuance Communications Aachen GmbH Germany Telecom Technology Corporation Hong KongMacSpeech LLC Nuance Communications Germany GmbH Germany Zi Corporation (H.K.) Hong KongMedford Acquisition LLC Nuance Communications Healthcare Germany Germany Zi Corporation of Hong Kong Hong KongNuance Communications International, Nuance Recognita Corp. Hungary Nuance Communications Hong Kong Hong KongNuance Communications LLC Nuance Communications Italy Srl Italy FocusMT India Private IndiaNuance Communications LLC Nuance Communications Italy Srl Italy FocusMT India Private IndiaNuance Services, Inc. Nuance Communications Netherlands B.V. Netherlands Nuance India Pvt. Ltd. IndiaOSi LLC X-Solutions Group B.V. Netherlands Nuance Communications Japan K.K. JapanPhonetic Systems Inc. X-Solutions International B.V. Netherlands Voice Signal K.K. JapanRhetorical, Inc. Zeros Solutions B.V. Netherlands Aangel Processing Limited New ZealandSNAPin Software LLC Rhetorical Group plc. Scotland Casseggers Holdings Limited New ZealandSpeechWorks International Inc Rhetorical Systems Limited Scotland Nuance Communications Asia Pacific SingaporeSpeechWorks International, Inc. Rhetorical Systems Limited Scotland Nuance Communications Asia Pacific SingaporeSpinVox Incorporated Nuance Communications Iberica SA Spain Nuance Communications Korea Ltd. South KoreaViecore LLC Nuance Communications Sweden, A.B. Sweden Nuance Communications Taiwan TaiwanViecore Federal Systems Division, Inc. Zi Decuma AB SwedenVoice Signal Technologies, Inc. Dictaphone Company Limited UK CARIBBEAN/SOUTH AMERICAX-Solutions North America Inc. Dictaphone International Limited UK Multi-Corp International Ltd. BarbadosZi Holding Corporation eCopy Ltd UK Zi (Bermuda) Corporation BermudaZi Holding Corporation eCopy Ltd. UK Zi (Bermuda) Corporation BermudaZi Corporation of America, Inc. Nuance Communications UK Limited UK Nuance Communications Ltd. BrazilTegic Communications, Inc. SpinVox Limited UK BlueStar Options Inc. BVIEncompass Medical Transcription, Inc. BlueStar Resources Limited BVICANADA MIDDLE EAST SpeechWorks BVI Ltd. BVI845162 Alberta Ltd. Nuance Communications Israel, Ltd. Israel Foxtrot Acquisition II Limited Cayman Is1448451 Ontario Inc. Phonetic Systems Ltd. Israel Foxtrot Acquisition Limited Cayman Is1448451 Ontario Inc. Phonetic Systems Ltd. Israel Foxtrot Acquisition Limited Cayman IsNuance Acquisition ULCNuance Communications Canada, Inc.Zi CorporationZi Corporation of Canada, Inc.

Little Fishes:Little Fishes:what is the strategy?what is the strategy?

Find a place in the Ecosystem

h• Locate the:– technology “selling proposition”, engineering challenges

– technological environment: internet/telecoms/ software/services – hosted/embedded

– position in the value‐chain – build on what exists

• Understand markets, or have partners who do– target the right localestarget the right locales

• Unlikely to be either Big Foot or Giant Squid

Context‐based services: the customer’s locale, in the customer’s language

targeted apps (“agents”) with rich functionality

specific to the context or task

CALO:Cognitive Assistant specific to the context or taskthat Learns & Organizes

Speaking comes from Nuance

Thinking comes from SRI

For more details, join us , jtomorrow at the Business Forum

Lanchid Room 10.00‐13.00

Thanks!

rose(at)roselockwood.com