btm report

8/8/2019 BTM Report

http://slidepdf.com/reader/full/btm-report 1/34

8/8/2019 BTM Report


CONTENT

ITEM PAGE

COMPANY OVERVIEW AND BACKGROUND 1

PRODUCTS AND SERVICES 3

INTELLECTUAL PROPERTY (IP) 5

INNOVATION AND RESEARCH AND DEVELOPMENT (R&D) 10

COMPANY IP, TECHNOLOGY AND INNOVATION MANAGEMENT 12

DISCUSSION 20

CONCLUSION 25

REFERENCES 26

APPENDIX 28

8/8/2019 BTM Report


Company Overview and Background

Terato Tech Sdn. Bhd. is a developer of Malaysia iPhone & Android Applications. They

develop mobile applications for iPhone, which there are estimate 150,000 users in Malaysia witharound two billion downloads made worldwide, as well as Blackberry and iPad. Apart from that,

Terato Tech also focuses in games, provides multimedia services and website services.

Terato Tech was established two years ago in September 2008. This is a small

organization and consists of fifteen employees. This company is considered at the beginning

stage of the corporate life cycle, which is the start-up. They are innovative and able achieve

significant changes in the products frequently. Innovative of the products is based on user's and

market's needs. User's demand on certain applications will stimulate ideas and there comes with

new software and applications. Other than that, the performance of the products is usually above

average and would be able in satisfying the users. Another characteristic of a start-up company is

that they focus on market niche. It is impossible for them to satisfy various kinds of needs from

the market due to limited resources. They are not able to divide into many divisions and follow

up each service well however they could target in a few which they are expert in and ensure the

quality of the targeted services.

The company as well as the CEO of the company had been awarded with four awards in

total which we shall highlight over here to show that how dramatically their performance is in

just a short period. Firstly, the CEO being awarded with Asia-Pacific Multimedia Super Corridor

Information Technology and Telecommunications Awards (APMITTA) with the Best Student

Projects in the year 2000. Immediately in the following year, he was awarded MSC-Asia Pacific

ICT Awards (MSC-APICTA) with the Best Student Projects again. After the establishment of

the company, they were awarded with Most Promising iPhone Application Award 2009 by

Maxis. At the same year, they participated in MSC Malaysia IP Creators Challenge Series (IPCC)

and become the winner in mobile games category.

This industry is very competitive yet easily to start-up. There are just a few requirements

to commence the business which consists of a small amount of modal, a few expertises to do

8/8/2019 BTM Report


8/8/2019 BTM Report


While the game that invented by Terato Tech are:

- Qalvinius. It is an adventurous game which allows players to explore the world of

Katakonia with monster attacks and so on.

- Math Maniac. It is easy to understand and fit for all ages. The thrilling game engine

provides fun action while solving mathematical problems.

- Wudhu‟. This is perfect for kids to learn how to perform wudhu‟ for the first time.

- PQ Test Toyota. It is a game designed to highlight the uniqueness of the Toyota Prius.

8/8/2019 BTM Report


Intellectual Property (IP)

Patent

A patent for an invention is a legal right granted by the government. It allows us to stop other

people from using our invention during the life of the patent. Patent cover invention from all

fields of technology which normally is new and not significant. It should be in technical form

and does not need to be high tech or complicated. However, a patent right application will be

rejected if the invention intended to patent has been published publically in any form. In

Malaysia, a patent can be applied for up to one year after the first disclosure of the invention by

its owner. But this disclosure normally might prevent the owner from obtaining patents overseas.

Once a patent has been granted, a renewal fee must be paid to the patent Registry every year to

maintain the protection. The maximum life of the patent is 20 years from the initial filing date.

Trade Mark

Trader or a service provider used trade mark to identify his goods or services and to differentiate

them from other traders. Registered trade mark is legal rights granted by government which give

the owner monopolize authority for the exclusive right to use the mark. The duration of a trade

mark registration is initially 10 years from the date of application. Upon payment of a fee, the

registration is then renewable every 10 years in perpetuity. A trade mark registered in Malaysia

is applicable only in Malaysia. It possible, to file a single application for a trade mark for a group

of 25 countries in the European Union, by filing a European Community Trade Mark (CTM)

application.

8/8/2019 BTM Report


Copyright

A copyright is to protect any original work produced with ample skill and effort and expressed in

material form, for example, a book, manual, song, drawing, film, sound recording or computer

software. Owner is entitled authority to control the doing of various acts in relation to his created

work and to restrict any use without his permission. The protection duration for any literary,

musical or artistic work published during the author‟s lifetime is for the life of the author plus

fifty years after his death. The benefit of having copyright is one able to transfer the copyright by

assignment, testamentary disposition or by operation of law for monetary value just as one could

for property as well as licenses for certain acts such as reproducing the literary or musical work,

or performing in public in exchange of royalty.

8/8/2019 BTM Report


According to Mr. Reza, the managing director from Terato Tech, mobile industry is a fast

moving industry. Although Terato Tech being the first mover in this industry for mobile

application development, they still unable to stop other people to use or copy their ideas. Terato

Tech was initially pushed out their product, “Qalvinius”, a game on iPhone. At the same times,

another company relates another game, “Maple Story” on iPhone too without any sign and that

particular company had gained RM 2billion revenue annually.

Terato Tech does not apply patent in their company. They do not find much value in

applying patent for their product. Even they have the patent, other people still can copy the

concept of the idea. However, they are entitled for copy right and trade mark as well as Non-

Disclosure, in another word, they do not disclose any information to the public what are they

doing before official launch their products. Besides that, getting copy right and trade mark is

easier, what they need to do is just filing in an application form and pays an annual fee to

maintain it.

There is a live and significant example on reason being Terato Tech does not patent.

Years ago, there is a major exporter company in Malaysia where they launches their product by

using one of Terato Tech‟s video in the national TV. That particular company had removed

Terato Tech‟s company logo from the video, so Terato Tech had made the effort to stop and try

to talk to the person-in-charge from that company. In the end, that company had actually

threatened them and in the fact is Terato Tech being a small company does not have sufficient

financial support to pursue further. It will take them a lot of time, money for hiring a lawyer and

many more.

8/8/2019 BTM Report


CMCF (Communication and Multimedia Content Forum)

The Communications and Multimedia Act 1998 provides for the Content Forum to prepare and

draw up a Content Code after appropriate consultations and to enforce the Code containing

governing standards and practices in the communications and multimedia industry. The Content

Code which the Communications and Multimedia Content Forum of Malaysia has adopted for

the purpose of the statutory duty sets out the guidelines and procedures for good practice and

standards of content disseminated to audiences by service providers in the communications and

multimedia industry in Malaysia.

The CMCF, which was established in February 2001 in line with the requirements of the

CMA, will govern content and address content related issues disseminated by electronic medium

by industry self-regulation in line with a Content Code. The CMCF was designated by the

Communications and Multimedia Commission in 29 March 2001. The management of the

CMCF rests with a Chairman and 18 council members elected from the six 'ordinary' member

categories of advertising, broadcasting, content creators/distributors, audiotext service providers,

internet access service providers, and civic groups. There are two categories of members. One of

the members is ordinary membership. This is open to businesses, industries, and trade

organisations, as well as firms, companies and corporate bodies that are established, incorporated

or registered under the laws of Malaysia and qualifying as: Advertisers, Audiotext Service

Providers, Broadcasters, Civic Groups, Content Creators/Distributors and Internet Access

Service Providers. Another member is associate members. any individuals, firms, societies or

bodies established, incorporated or registered under the laws in Malaysia (who do not fall under

any of the six ordinary member categories) interested in content provided by the communications

and multimedia industry. Sign up as a member to get first hand information from The Content

Forum. You may download the CMCF Membership Form and mail it back to CMCF for

processing.

8/8/2019 BTM Report


History & Mission

Aimed at facilitating industry self-regulation, CMA 98 empowers the MCMC to

designate an industry body to be responsible for the preparation of a Content Code, or codes as

the need may arise. CMCF was established in February 2001, as a Society, with representationfrom all relevant parties, including the "supply and demand" side of the communications and

multimedia industry - to govern content and address content related issues disseminated by way

of electronic networked medium. CMCF was designated on 29 March 2001 by the MCMC. The

CMCF operates a Complaints Bureau that addresses grievances from consumers and industry

members on matters relating to content over the electronic networked medium.

Overview

The CMCF will govern content by self regulation in line with the Malaysian

Communications and Multimedia Content Code. By virtue of it being a voluntary Code, those

subscribing to it have undertaken the commitment and responsibility to uphold its objectives and

principles. The Content Code will set out guidelines and procedures for good practice and

standards of content disseminated for public consumption by service providers in the

communications and multimedia industry. The Content Code will demonstrate a commitment

toward self-regulation by the industry in compliance with the Communications and Multimedia

Act 1998 (CMA 98). It will seek to identify offensive and objectionable content while spelling

out the obligations of content providers within the context of social values in this country. The

Content Code will provide the platform for creativity, innovation and healthy growth of a fast

changing industry. The ambit of the Content Code is defined under Section 213 (1) CMA 98

which states that the Content Code "shall include model procedures for dealing with offensive

and indecent content".

8/8/2019 BTM Report


Innovation and Research & Development (R&D)

Innovation tends to be considered in terms of new products, new processes, new

managerial approaches, and combination of the three. Importance of innovation and advances in

information technology have lead to shorter product life cycles, more rapid new productintroductions and greater market segmentation. Besides that, innovation enables a wider range of

goods and services to be delivered to people worldwide.

Benefit of innovation included: the company will have greater control of the process and

outcomes. Secondly, they have greater understanding of the technology product and how to

apply it compared to other company. In additionally, this particular company will gain greater

ability to potentially develop the next generation of technology as well as they will enjoy greater

profit potential being the first mover in the industry. However, there are a few points which will

discourage innovation such as there is a greater risk of failure to develop the right product at the

right time as the product is very new to the market; the company cannot assure that their new

product would be accepted completely. While keeping a pipeline of new products is difficult at

best. It is because there is always the danger of another firm will enter the market first.

Furthermore is the time taken to innovate certain product. The time required for an internal

development strategy is greater than purchasing an immediately available product externally.

Terato Tech is a company where they have full innovation skill. Their products are

wholly created by the expertise, knowledge and resources that they have. The company‟s R&D is

mainly generated internally. They do a lot of “skunk work”. Basically, skunk work is to describe

a group of people within an organization given a high degree of autonomy and unhampered by

bureaucracy, tasked with working on advance or secret projects. They give time to employee to

do their own R&D on their free time. If the outcome of the project is good enough, they will

commercialize it. However, IT industry in Malaysia is still government driven. Malaysia market

is still small, so they will need to focus on other Asia countries.

8/8/2019 BTM Report


The S-Curve

During the start-up stage also known as the invention stage, the industry experiences

modest sales growth and very small or negative profits. The market for the industry‟s product or

service during this stage is small, and the firms incur major development costs.

At the second stage, the growth stage, a market develops for the product or service and

demand becomes substantial. The limited numbers of firms in the industry face little competition,

and firms can experience substantial backlogs and very high profit margins. The industry builds

its productive capacity as sales grow at an increasing rate as the industry attempts to meet excess

demand.

As for the maturity stage, high sales growth and high profit margins that increase as firms

become more efficient cause industry and firm profits to explode and also attract competitors to

the industry. At the end of maturity stage, competition produces tight profit margins, and the rate

of return on capital eventually become slightly below the competitive level.

Lastly at the aging stage, the industry‟s sales growth declines because of shifts in demand

or growth of substitutes. Profit margins continue to be squeezed.

8/8/2019 BTM Report


Company IP, Technology and Innovation Management

Introduction

To start off with, Terato Tech Sdn. Bhd. is a start-up company approaching its 2

nd

anniversary onSeptember. Before going deeper about the company, here is an analysis and comparison of the

characteristics of Terato Tech Sdn. Bhd. corporate cycle with the example taken from the

textbook.

SOURCE: Girifalco, L. Dynamics of Technological Change.© 1991

Van Nostrand Reinhold, p. III. Reprinted w ith permission of Springer Science and Business Media.

I. Type of Innovation

Terato Tech is a technology company with a particular focus on mobile applications. A list of

significant products that are produced by them is as below:

a) Qalvinus – a first of its kind Role-Playing Game (RPG) on iPhone, iPad and iPod Touch.

b) Aiyo – an online monthly magazine that is free, another first of its kind in Malaysia.

c) CIMB Clicks for iPhone

d) Muslim Calculator – It can calculate distribution of property and for zakat.

8/8/2019 BTM Report


e) Halal - 'Locator' is the first module developed to assist users in accurately locating halal

food premises.

The list shows that although Terato Tech is mainly focused in mobile applications, but the

company is not limited to just a genre. From the list, it can be observed that Terato Tech is

involved in games, lifestyle content, finance tools, utilities and Muslim related content. Each

product is significantly different from each other and thus fits into the characteristic for a start-up

company.

II. Stimulus of Innovation

According to the textbook, the stimulus of innovation for a start-up company is user‟s needs and

feedback. The same can be applied to Terato Tech as the bulk of their compliments and

criticisms are from the users and to a certain extent, the media. In the App Store in iTunes (the

online store to buy applications for Apple‟s mobile devices), there is a column showing users

ratings and also comments regarding the app that the user downloaded or purchased. From

reading the comments, Terato Tech can study user preferences and develop the next products

accordingly.

Another channel of feedbacks come from the media. Terato Tech gives out the applications for

free to various publications (such as The Star‟s TechCentral and Harian Metro) and invite them

to give a review in their publication.

8/8/2019 BTM Report


In addition to that, the company also employs beta testers to obtain an initial feedback regarding

an application before releasing it to the market. Although the main purpose of beta testing the

game is to fixes bugs before releasing it into the market, but the beta testing can prove to provide

an insight to improve the product as the beta tester will communicate closely with the developer.

III. Competitive Emphasis

According to the textbook, the competitive emphasis of a start-up company is the performance of

new products. This holds true for Terato Tech too, as the company do not have a huge range of

products but each products that it offers are if high significance to the company.

IV. Market

According to the textbook, the market for a start-up company is usually market niches, but in this

aspect, Terato Tech differs from the norm. With modern technology such as internet and also an

unified platform (the App Store in iTunes), Terato Tech can reach target market in 90 countries

which includes major markets such as the North America and Europe. The total number of active

iPhone apps user stands at 58 million, which is more than double of the total population of

Malaysia.

V. Organization and Management

According to the textbook, the organization and management style of a start-up is small and

flexible. This holds true too for Terato Tech. The total workforce of Terato Tech is 15 and other

than the managing director, everybody work together in the same room. This organization style

shows that the company emphasize on flexibility and also quick communication.

8/8/2019 BTM Report


Technology Management

In this section, we study the company in the aspect of technology management and in detail

about:

– The technological choices that firms make.

– The criteria by which technologies are embodied into new products and

production processes.

– The organizational practices and managerial processes for the deployment of

technological resources.

I. The technological choices that firms make

For Terato Tech, the technological choice to make is relatively straight forward. In order to get

more sales, the company has to approach the market with most users. Although there are various

platforms available (such as iOS, Android, BlackBerry OS, WebOS and Windows Phone), iOS

which is the operating system used by iPad, iPhone and iPod Touch, enjoys a significant market

share compared to its competitors.

II. The criteria by which technologies are embodied into new products and production

processes

The technologies used by Terato Tech are actually widely available. In order to develop

application for iOS devices, there is a Software Development Kit (SDK) prepared by Apple for

all Apple Developers. iOS SDK , which includes the Xcode IDE, iPhone Simulator, and a suite

of additional tools for developing applications for iPhone, iPad and iPod touch. In addition to

being widely available, the SDK is available for free too as long as the person is a registered

Apple Developer.

The downside to using this technology is that it is subject to an approval process by Apple which

could delay the release of an application.

8/8/2019 BTM Report


III. The organizational practices and managerial processes for the deployment of

technological resources

To utilise the iOS SDK, Terato Tech has taken 2 major steps. The first is to invest heavily into

hardwares such as Mac OS X computers (which is used to develop the applications), and iPhones

and iPads (to test and to further develop the application). Secondly, Terato Tech invests even

more on human resource so that its personnel will be able to make full use of the expensive

hardwares acquired by the company.

8/8/2019 BTM Report


Innovation Management

Following the textbook, there are 5 phases in managing innovation, listed below:

– Scanning

– Strategy

– Resourcing

– Implementation

– Learning and Re-innovation

I. Scanning

Scanning means that a company will keep on scanning and searching their environments

(internal and external) to pick up and process signals about potential innovations.

Terato Tech, although now a developer for iOS devices did not stop scanning for other future

technologies that could earn more money for the company. Although the managing director did

not reveal this to us, but we spotted a Nexus One box among the many iPhone boxes in a shelf.

Nexus One is a Google's flagship smartphone manufactured by Taiwan's HTC Corporation. It is

a phone sold as part of the SDK to Android Market developers. This shows that Terato Tech is

not limited to the iPhone and also considering building applications for Android as it is the upand coming competitor of iPhone.

II. Strategy

Strategy means that a company will then select from a set of potential trigger for innovation that

will be the most profitable as even the best resourced company cannot do everything.

For Terato Tech, the obvious strategic choice to make is to develop applications for the iOS

devices. It is undoubtedly the market leader among the many mobile devices available in the

market today. This translate into the high amount of downloads from the App Store which at last

count on June 7, 2010 stands at 5,000,000,000+.

8/8/2019 BTM Report


This does not mean that Terato Tech is investing solely in iOS as in May 2010, Android's first

quarter US sales surpassed that of the rival iPhone platform. By August 2010, there are over

100,000 applications available for download in the Android Market, with over 1 billion

application downloads. Recent months have shown an ever increasing growth rate, recently (in

May 2010) surpassing 10,000 additional applications per month. This shows that Android is fast

becoming a viable alternative platform for iPhone.

III. Resourcing

Resourcing means that now the company has chosen an option, the company needs to resource it

by providing the resources needed to exploit it.

Resource in this sense to Terato Tech not only applies to the heavy investment made for the

fixed assets need to develop applications. It is also getting the know-how to use the SDK by

sending its staffs to training. Terato Tech also encourages „skunkworks‟ which means employees

of the company could use their own free time especially during the intervals between projects to

do self-interest projects that could be beneficial to the company.

IV. Implementation

Implementation means that now the company is ready to implement the innovation, growing it

from an idea through various stages of development to final launch.

Implementation to Terato Tech is to start on the project after getting the „go-ahead‟ from the

director. With all the required hardwares and softwares now ready, the actual development of

application begins. Development of an application usually goes through conceptualization,

coding, debugging and finally release to the market. There are certain projects that could be more

complicated such as Qalvinius and Halal where additional tasks are required respectively such as

designing, and cross-checking with authorities in relevant fields.

8/8/2019 BTM Report


V. Learning and Re-innovation

Learning and Re-innovation means to reflect upon the previous phases and review experience of

success and failure.

For Terato Tech, it means to study why a certain applications succeed or failed. An example is

their project, Qalvinius which received heavy criticism shortly after release due to the buggy

gaming experience. The company swiftly removed the application from the App Store and

begins a second round of debugging process. Yours truly was involved in the beta testing process

which consists a round of intense gaming to detect bugs and anomaly within the apps. Once a

bug is detected, it is reported to the developer in charge and a solution is made.

Other than debugging, the feedbacks given to the company was also noted to give the company

ideas on how to develop the next application, which could lead to another round of innovation.

8/8/2019 BTM Report


Discussion

According to Mr. Reza, the managing director of Terato Tech Company, the industry of

information technology and creative multimedia in Malaysia still at infant level which still much

rely on government support. Without the government project, the company has to compete

under a stiff competition to win over corporate clients to derive source of income. However, the

process of bidding government projects takes time, and normally only reputable companies will

successfully bid over the projects. Small companies like Terato Tech Company don‟t have

sufficient of human and capital resources to handle the projects. Thus, the exposure toward local

market and brand awareness among local consumers are relatively small in the industry.

Nevertheless, Mr. Reza currently doesn‟t have any planning to increase his manpower to deal

with the government projects, but rather accept corporate projects according to the company‟s

capacity.

Besides, Mr. Reza also stated that the conservative attitude inherited among our local

investor couldn‟t help much for the industry. The investors are over emphasized in return on

investment. Immediate results and short term goals are preferred than any long term goals. For

example, certain percentages of the investment return have to be guaranteed in a binding contract

no matter how the market feasibility of a product invention or innovation at the end will be.

Companies in the industry are cautious in developing their service products as they will lose

everything if the end products failed to make any profits. This scenario is totally different with

what has happened in the foreign market.

Before back to Malaysia, Mr. Reza has worked in United States before. He revealed that

the foreign investors are more risk taking and far sighted. Even sometimes the investment can be

unsuccessful, they still willingly to pump in additional capital to ensure the project still able to

run on. They are optimistic that the return is beyond expectation in long term despite the

temporary losses. Besides, the global market in US provides more business opportunity to the

industry. The industry can survive without relying much on their government. Liberalization of

government policies also catalyzes the companies to become more flexible in conducting their

business. They are free to do what they want as long as it is within the legal capacity.

8/8/2019 BTM Report


On the other hand, Mr. Reza added on that the attitude of local consumer disincentive the

development of the industry as well. The best price demanded is always being free and neglect

the quality of service provided. Some unethical users even go against the law and hack the

particular software. This is a serious offence in term of violating the intellectual property which

include patent, copyright, trademark, etc. Unlike in Europe and US, the people are respectful

toward the generation of intellectual property. The citizens of knowledge economy based

willingly to pay to consume the products and services. This factor cause the demand of the

industry is saturated with the particular product or service. The incentives keep the producers

spend more in research & development and the capitalization of intellectual properties.

Critics

According to Wikipedia, technology management is set of management disciplines that

allow organizations to manage its technological fundamentals to create competitive advantage.

Typical concepts used in technology management are technology strategy (a logic or role of

technology in organization), technology mapping (identification of possible relevant

technologies for the organization), technology roadmapping (a limited set of technologies

suitable for business), technology project portfolio (a set of projects under development) and

technology portfolio (a set of technologies in use).

Being a startup company, we can conclude that Terato Tech Company still has a long

way to go in achieving a stable and systematic technology strategy. In another words, the current

technology level adopted by the company is still unsatisfied. Due to the small number of team

members, the technology database to provide an online resource of information and products

available to assist the organization still poorly managed. The experience derived is insufficient

input into the company‟s technology project portfolios as number of projects handled is limited.

Therefore, there is lack of comprehensive technology support and guideline as a platform for the

employees to refer.

8/8/2019 BTM Report


Besides, the company also did not manage the technology portfolio in a proper manner in

term of intellectual property. The managing director is only pursuing copyright and trademark

toward their products instead of patent. He explained that the company temporary focused on

achieving short term goals, thus only the revenue generated from current products are given

attention. Moreover, the process of filing a patent takes around 18 months and the fees are quite

costly too. To ease the burden for cost saving, Mr. Reza is reluctantly to put efforts on patenting

their products. He said it is not worth for patent any invention although the protection can last

around 20 years. This is due to rapid growth of the industry, particularly in mobile software

application market. Any invention can be easily imitated by competitors and the software can be

innovated to better, more-feature version immediately.

Recommendation

First of all, Terato Tech Company should create a strong intellectual property culture

and leadership conducive to promoting innovation and inventiveness . Leading an intellectual

property enabled organization, the managing director and its top management members should

become the role model to other employees. Consistent implementation of advocacy and support

should work out in term of written policies. Example, procedures of settling an intellectual

property disputes such as mediation and arbitration, can be benchmarked and stored in the

company‟s technology database system. In addition, Mr. Reza can employ a Chief Intellectual

Property Officer by listing down his job specification and description. His main tasks can relate

to any set-up of standard operating manual and protocols and have a rapport relationship dealing

with outside IP consultant and agent.

8/8/2019 BTM Report


Next, Terato Tech Company can align intellectual property strategy with the firm’s

overall business strategy. Key performance index (KPI) can be designed to ensure how the

value-adding is created with well-developed of trade secrets, copyright and related rights,

industrial design, trademark, and asserting intellectual property rights. Once the value is created,

value transference is available along the value chain of product. Besides, intellectual property (IP）

can be use as tools for extracting value such as IP reexamination, IP dispute resolution, and

IP litigation. Even the company is facing adverse situation, the company can use the intellectual

property for guiding the process of merger & acquisition, divestitures, and bankruptcy. For

example, trademark of a company sold can increase goodwill and directly increase the cost of

acquisition as well. The intangible value is moved along with the transfer of ownership.

Subsequently, it is important for the management to have a greater picture of the

company‟s updated intellectual property position. Companies usually have some knowledge

on technology trends and competitors‟ actions but lack of a comprehensive picture of the IP

landscape. Analyzing patent data with modern database tools data can help companies to

achieve this goal. Tools such as Aureka - an advanced IP management and analysis platform, do

provide a secured online platform for searching and storing IP information. It allows clustering

patent data so that an aggregated view on technology fields is available for top management. The

management should then carefully evaluate the strengths and weaknesses of the own IP positionversus competitors. As the outcome, we can know whether the company is capable to leverage a

strong IP position for commercial market success or abandon the field due to its weak IP position.

This helps the management to develop several options after an evaluation done on economic

opportunities and associated risk. If necessary, the company can change its IP position all the

time.

8/8/2019 BTM Report


Moreover, we suggest Terato Tech Company develop strategies and choose the best

among the alternatives to realize the full market and strategic potential of its IP strength.

Marketing team can review its publicity strategy for their core, value added products. According

to some analysis revealed that the company was not really using key patents to position its core

products against competitor products. This will significantly cause of lacking a unique

positioning in the relevant technology. As the company did not integrate differing aspects of its

value proposition, it was simply giving away its precious IP too cheaply.

Last but not least, it is crucial that companies define specific action plans with precise

roles and responsibilities for implementation. The top management, on the other hand, should

systematically integrate IP into their strategy processes. Successful implementation requires that

employees understand the importance of IP issues to the company. It is vital that the CEO makea clear statement on the company‟s general direction such as organizational structure and

processes should facilitate collaboration on IP issues. This is both necessary for providing top

management with relevant and aggregated data and for driving functional work.

In order to ensure that IP is taken seriously and creates value, companies have to regularly

quantitatively and qualitatively measure and report IP success. The related key evaluation can be

how’s the intellectual property create value for the company, has the created IP threats the

competitor in enhancing their position in the industry, and how to determine the IP is still

contribute to the development of company.

8/8/2019 BTM Report


Conclusion

After spending much time doing the literature review, preparing for the interview and conducting

it, and finally doing this report, we gained much insight on how technology management is not

only in theory but also in an actual world.

We learnt although technology management is a management tool that is proven to be effective

in gaining long term revenue, but for many companies especially locally, it remains only a fancy

term. Through this assignment, we realize it is important to have a proper technology

management system in order to bring a company to higher height, even though it is only a start-

up company in this case study.

This brings us to the fact that most start-up companies are both too preoccupied with their

business and often time does not have the resources to implement an effective technology

management system.

Proper steps should be taken by the government to assist companies in Malaysia, especially

Small & Medium Enterprises (SMEs) to defend their IPs. Existing laws that are proven

ineffective should be amended to suit to the changing time and proper training should be given

to government staffs to understand the significance of IP and the protection of it.

Without a proper protection mechanism in our country, the country would suffer huge losses as

talents and investors would prefer countries with an effective IP law. The loss would not only be

limited to income generated but also the loss of local talent and investors to other countries. To

remedy this problem, swift action from the government should be taken before the situation

becomes irreversibly damaged.

8/8/2019 BTM Report


References

Reily, F.K. and K. C. Brown (2008), Investment Analysis and Portfolio Management, 9th ed.

Thomson South-Western, USA.

White/ Bruton. The Management of Technology and Innovation: A strategic Approach.

Thomson South-Western. 2007

Henzman, 2010, Muslim Calculator, Halal, Solqib & Wudhu in Harian Metro!, online, retrieved

01 September 2010, from http://blog.teratotech.com/muslim-calculator-halal-solqib-wudhu-in-

harian-metro/

About the company, 2010, online, retrieved 01 September 2010, from

http://www.teratotech.com/

Product, 2010, online, retrieved 01 September 2010, from http://www.teratotech.com/products/

Chapree, 2010, A Sneak Peak Into Terato Tech‟s Digital Magazine Publishing Engine, online,

retrieved 01 September 2010, from http://www.lowyat.net/v2/latest/a-sneak-peak-into-terato-

tech-s-digital-magazine-publishing-e.html

Accumulated number of Application and Games in the Android Market, 2010, online, retrieved

01 September 2010, from http://www.androlib.com/appstats.aspx

Erica Sadun, 2008, Thoughts on the iPhone App Store review process, online, retrieved 01

September, from http://www.tuaw.com/2008/08/07/thoughts-on-the-iphone-app-store-review-

process/

Eric Zeman, 2010, Android Market: 70,000 Apps, 1 Billion Downloads, online, retrieved 01

September 2010, from

http://www.informationweek.com/news/hardware/handheld/showArticle.jhtml?articleID=225800

262

Apple says App Store has made developers over $1 billion, 2010, online, retrieved 01 September

2010, from

http://www.appleinsider.com/articles/10/06/07/apple_says_app_store_has_made_developers_ove

r_1_billion.html

http://www.tuaw.com/bloggers/erica-sadun/



8/8/2019 BTM Report


Developing for iOS 4, 2010, online, retrieved 01 September 2010, from

http://developer.apple.com/iphone/index.action

HISTORY & MISSION, 2008, online retrieved 01 September 2010, from

http://www.cmcf.my/history-mission

Henry Goh, 2009, Q&A Patent, Trade Mark, Industrial Design and Copyright, online, retrieved01 September 2010, from http://www.marcusgomez.com/samples/henry-goh-ip-q-and-a.pdf

8/8/2019 BTM Report


Appendix

8/8/2019 BTM Report


An excerpt of „Manfaat Era Digital untuk Beribadah‟ by Afiq Hanif from Harian Metro

As

published on The Star's In.Tech (6th July 2010)

8/8/2019 BTM Report


An excerpt from KOSMO!

8/8/2019 BTM Report


Accumulated number of Application and Games in the Android Market

8/8/2019 BTM Report


The certificate awarded by MaxisMOST PROMISING IPHONE APPLICATION AWARD

btm report

Documents