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Commercialising Science and Technology-enabled Innovation

Market Spaces

The conventional approach to quantifying markets depends on market segmentation based on geography, demographics, psychographics and customer behaviour.  This approach can provide useful data on the size of a market opportunity but it does not always provide sufficient insight into the real nature of the market opportunity. For example, the dramatic escalation in the number and range of new technologies creates problems with using conventional segmentation and market measurement techniques.  

Our practical solution to this problem is based on defining market spaces, which enables us to group firms into categories which display common structures, processes and dynamics.

Our experience includes the following market spaces:

Media & Entertainment includes all the firms involved in the creation, distribution and delivery of content and related services: firms involved in the conventional market segments of radio, television, film, advertising, all digital forms of static and dynamic content, electronic delivery devices, new content formats,mobile and internet based content, and interactive products and services, including gaming.

Telecommunications includes a wide range of communications technologies, including digital radio, internet technologies, devices such as cells, hubs, routers and switches, network management technologies, and signalling protocols.

Software, Systems & Computational Tools can play major roles in many market spaces but we treat them distinctly. For example, new software languages and tools may be applied in the media and gaming industries or in energy and lighting. We also include computational tools in this category, for example analytics engines, which can be used for customer profiling by media  or  energy firms.

Electronics & Computing Hardware includes firms involved in creating new display technologies, computing platforms, architectures and chip-sets but also includes firms providing specialised hardware used in the design and manufacture of these, for example, new lithographic techniques. This space includes new forms of data sensing, storage and processing elements.

Aerospace covers all those firms involved in the design and manufacture of airborne platforms and the ground-based operations needed to sustain these platforms; it also covers the firms in the extensive supply chains which provide the wide range of technologies and services required, including, for example, materials, aero-structures, propulsion systems and avionics.

Automotive covers all ground-based transportation including different types of vehicles and the wider infrastructure which supports their deployment and use; it also covers the extensive supply chains necessary for their design, manufacture and operation.

Oil & Gas covers a number of areas typical of the extractive industries, covering upstream areas concerned with exploration and extraction and downstream areas concerned with processing and refining; it also includes the larger supply chains which cover specialist areas such as sub-sea engineering, drilling and monitoring.

Healthcare Services includes firms involved in the diagnosis, therapy and monitoring of human health. This category includes a wide range of firms involved in primary, secondary and tertiary healthcare, including medical devices, drug delivery and regenerative medicine. It also includes firms involved in the delivery and management of clinical practice, including for example, new m-health services, prescription management, and healthcare insurance management systems.

Biotechnology covers four different types of biotechnologies :

  • ‘Red’ biotechnology, which covers medical processes and organisms which produce new drugs, or new gene-based therapies.
  • ‘White’ biotechnology, which covers new bio-process-based industrial processes.
  • ‘Green’ biotechnology, which includes the development of pest-resistant grains or the accelerated evolution of disease-resistant animals
  • ‘Blue’ biotechnology, which builds on processes typically found in marine and aquatic environments

Energy & Lighting covers all aspects of the generation, storage, distribution, use and management of energy, often combined with lighting products, services and solutions. This space is changing significantly, as micro-generation, especially from renewable energy sources takes off and energy storage and distribution management become more sophisticated.

Financial Services is moving rapidly from highly-integrated, often large, monolithic environments to a much more distributed environment which involves digital transactions: e-commerce players have already transformed the retail industry; new firms are emerging dealing in micro-payments, real-time transactions, trust management, and an expanding need for sophisticated information services, including managing meta-transactions, based on large volumes of data and meta-data. Electronic currencies are part of this space and will require newly-engineered value chains

Education, Skills and Learning market space has changed rapidly with the move from ‘physical’ delivery to electronic and ‘blended learning, changing the market space-centric value chain, with the emergence of completely new players. This affects the skills development process, including skills assessment, skill development, education, recruitment and training.

18 Oct 2016