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National and Global, United States

Tuesday, September 15, 2009

Technology Commercialization

One thing that has always amazed me is the amount of truly exquisite emerging technologies that are out there. From universities to corporate enterprise to private investors, there seems always to be a market for innovation, even in recession. That's good news!

So let's define it:

Technology commercialization is the process of transforming innovative technologies developed by universities, companies and inventors into commercially viable products and services that are in market demand. This would include world-class universities, corporations, and federal and private research centers as well as scientists, inventors and entrepreneurs that develop the technologies to meet real market needs.

Technology commercialization brings innovative new technology solutions to the market to fulfill the needs and demands of the consumer. One of the areas I have concentrated upon is in identifying customer's needs and actively seek out the technology solution that provides the answer to that need.

So in that sphere of influence, I've completed technology commercialization projects for such concerns as Lockheed-Martin, GE Aerospace, Ball Aerospace, Marconi, Digital Equipment Corporation, Sumitomo Group, ETC Technologies, Globecomm, and EMS Technologies (Scientific Atlanta). Most were in the commercialization of advanced visualization, simulation, and 64-bit computing. In this, I identified markets, the products, established the brand, did some capital sourcing, and illustrated the market 'roll out' for that technology. Interesting stuff.

What I also found is that technology does not lead, as most would assume. What leads to getting innovation to market is strategic marketing.Thinking beyond the technology itself. Branding if you will. In all forms, both digital and traditional.

Take IPTV for instance. IPTV is a new player that will transform the way in which consumer watch TV. More importantly, it will change how they interact with their computer, which will become the TV of the future. With that in mind, getting IPTV to market is a challenge. There's the infrastructure development as well as acquiring consumer acceptance of the technology, as well as the associated costs.

Nevertheless I keep one thing in mind: “Once a new technology rolls over you, if you're not part of the steamroller, you're part of the road.” Currently, I am not, nor intend to be, 'road kill'.

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