© D. ROUACH, ESCP-EAP. Practising Event Intelligence Conferences Trade shows Workshops Seminars...

© D. ROUACH, ESCP-EAP.

Practising Event IntelligencePractising Event Intelligence

Conferences

Trade shows

Workshops

Seminars

Fairs Cocktails

Exhibitions

Forums


The four steps of Event IntelligenceThe four steps of Event Intelligence

PreparationEvent

participation Follow up AnalysisPreliminary research

Programme

Interview guide

Meetings

Telephone and

email follow up

Request sending

Sorting

SynthesisPress rooms

Conferences

Stands visits

Interviews


PHASE 1: PreparationPHASE 1: PreparationPreliminary research

Internet & Press information on the topic to investigate

Company web sites consultation

Programme

Analysis of the programme

Identification of information gathering zones: press rooms, documentation center, business center...

Stands & conferences

Locating stands to visit and conferences to attend

Definition of a visit plan

Meeting preparation

Getting participants list. Identification of key people to interview

Meeting appointments

Preparation of the interview guide

Defining how to approach people

Stand A

Meeting with

M. Smith

Stand B

Product

demonstration


PHASE 2: Event participationPHASE 2: Event participation

Press rooms, information center

Collecting of brochures, catalogues, updated press releases, etc

Conferences

Attending key presentations

Getting conference proceedings, slides of presentations

Stands visits

Gathering of documentation on the stand

Attending demonstrations

Interviews

Formal meetings with people contacted before the event

Short and spontaneous interviews with stand personnel

Collecting business cards

Networking actions


PHASE 2: Event participationPHASE 2: Event participation

Team work approach

Enables to significantly improve the information gathering process

Various persons of the team ask various short questions to stand personnel

A team debriefing is made regularly during the event

The team then goes back to the stands for additional questions


PHASE 3: Follow UpPHASE 3: Follow Up

Telephone and email follow up

Follow up of people who agreed to send information

Contacting people who could not be met during the event

Formulating new questions for people interviewed or met during the event

Preparing new interviews


PHASE 4: AnalysisPHASE 4: Analysis

Sorting the information

Reading of the documentation gathered during the show

Reading of the presentation slides

Editing interview results

Preparation of interview minutes

Summary of key findings

Preparation of the intelligence report


The Case of SONYThe Case of SONY

Objectives of the mission

Intelligence actions aiming at identifying the multiapplication platform standard to be followed for SONY Smart Card Technologies:

Java CardMULTOSWindows for Smart CardCEPS Standard

This will enable SONY to prepare its next generation (2003/2004) of Countactless Smart Card products.

First step: preliminary desk research

During this step, a set of data bases including Conference press releases, specialized newspapers, and public ones such as Reuters, Les Echos, Le Monde, La Tribune and others, have been consulted.

A synthesis and analysis of the findings were produced.



Second step: review of existing surveys and studies

Identification of previous work related to the target topics. Various Study sources were consulted, including a study made by Europay in 2000.

Third step: field study

Activities :

Identification of key experts to be met at CARTES 2002, a major trade show organized in Paris in the field of Smart CardsEvent participation and InterviewsTranscription of interviews Recommendations

Deliverable : updated report with list of interviews and analysis : Main findings of interviews. Recommendations



Example of results

JAVA / MULTOS / WINDOWS

Java Card MULTOS Smart Card forWindows

Virtual Machine Technology Interpreter Interpreter Executable/Interpreter Byte code Java byte code MEL MIL Coexistence with native code or other VM

Yes, but memory eater andperformance killer

Yes, but subject to ITSECE6 evaluation

(Yes)

VM performance (instr/sec)

30002 to 3 times slower than

native

35002 times slower than native

N/A

Security Level Not defined ITSEC E6 Not defined How System System Certification Not defined ITSEC By customer

Target requirements CPU performance >300 k/s >300 k/s 300 k/s Word length 8-16-32 bit 8-16 bit 8 bit Memory technology (E2/Flash)

both Only E2available now

both

Crypto engine (Yes) Yes No MMU No No No Memory requirements VM 14K ROM

8K without downloadingand security features

4K + 7K 6k

Libraries 8K ROM 15K (included crypto lib11K)

TECHNOLOGY OVERVIEW



Example of results

JAVA / MULTOS / WINDOWS

PRODUCT OVERVIEW

Java Card MULTOS Smart Card forWindows

Specification Open/Closed Open Openreter Closed Controlled by SUN Microsystems MAOSCO Microsoft Evolution SUN Microsystems Members of MAOSCO Microsoft

Licensing Required Yes Yes Yes From SUN Microsystems MAOSCO Microsoft What for VM implementation Complete OS

Specification includingVM

Implementation

Who pays Implementer Implementer Implementer Amount 400.000 USD

+70.000 USD yearly250.000 GBP +

50.000 GBP yearly?

Platform Multi sourced ? Yes Yes Yes Cost 2.5 – 7 $ 4.5 – 7 $ 2 – 8 $

Status Applications D/C, e-purse, loyalty, e-

com, ID, GSMD/C, e-purse, ID, loyalty,

small data storeN/A

Card volumes Pilots 2000 : severalthousands

GSM 2000: severalmillions

2-3 million end 1999 N/A

Low cost version Sample level No N/A


The Case of SONYThe Case of SONYResults of an Interview made on a stand with phone follow-up (non published information)

Today Proton e-purse is used in about 15 countries, of which there are in fact 4 big projects (for which there have been a roll-out at national scale).

The first one is Belgium, with 8 to 9 million cards and about 100 million transactions a year. The second project is the Netherlands, with 14 millions cards. Those two

projects are bank purses. There is also a similar project in Sweden with 7 million cards, and which involves all the big banks. There is also Switzerland with about 4

million cards.The above projects are banking oriented e-purses, positionned as being replacement

for cash. There are some other projects for which the e-purse is slightly differently positionned. For example in Norway there is a pilot for pay television. The technology

is the same but the terminal is a set-top box. There is also a very big project in Mexico, where 300,000 payphones have been adapted to the Proton technology. The

project aims to develop a kind of intelligent phone card with which end users will be able to buy commodities.


The Case of SONYThe Case of SONYResults

More than 15 interviews were made on stands and over the phone

Major reports were sent by email following meetings made during the Event

Estimations of the markets (number of cards to be issued, number of projects, main pilot set up in 2001/2002, major sites, etc.) for each platform were made by various

experts

All converged to the best technology solution to be adopted by SONY.

© D. ROUACH, ESCP-EAP. Practising Event Intelligence Conferences Trade shows Workshops Seminars...

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