Overview of the eGarage

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Overview of the e-Garage

• Ken Schmidt
• 9/12/00

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Idea Create an Accelerator

• Borrow a page from Silicon Valley
• Bring it to ATT
• Advantage it with the best tools and equipment
• Staff it with business and development resources

and make it cool
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Vision

• A place with people, provisions and processes
• A way to develop new IP service innovations, esp.
  broadband and wireless
• Targets rapid turnaround from idea to business
  prototype
• Enable, encourage, empower technologists to bring
  their compelling service dreams to market
• Bring commercial focus and market realities to
  development, work with business partners
  throughout
• Have fun, support and encourage innovation,
  challenge status quo, stay on the edge

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ATT Labs Room 270
The foundation

• Florham Park WebLab facility
• Tools and technologies
• Expertise technical, business planning, market
  analysis
• Operations scheduling, tracking, hosting, ...

WebLab _at_ FP
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Room 270 Components

• Technologies
• - PhoneWeb
• - Secure Systems
• - Compression
• - Search
• - ASR, TTS
• - MM encoding
• - Large data feeds, real time
• - Video indexing/retrieval
• - VNC
• - Platform components
• - Math analysis
• - Fiber, cable, wireless
• - Operations systems
• - Eclipse
• - Phoenix
• - n-Sync
• ATTICS

• Expertise
• - Website design
• - Prototyping
• - Network design
• - Network meas.
• - Visualization
• - Multimedia
• - Data mining
• - IDC
• - CATV
• - WN beta club
• Legal advice
• Patents
• E-commerce backoffice

Operations - Web hosting - PhoneWeb enabling -
Design - Testing - Consumer research - Business
planning - Market research - Competitive
Analysis - Security and privacy - Up-front
user-centered design and u/i advice - Basic set
of LBGUPS - Basic OAMP processes - Connections
to COIPP - Quick-release to BU

• Facilities
• - Lab space
• - Servers
• - Workstations
• - CATV headend
• - CATV infrastructure
• - Test equipment
• - BB net connectivity
• - Firewalls
• Other equipment
• Platform Lab

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Entry Criteria

• Visionary and Idea Team bring idea/proposal to
  Room 270
• Idea team come with full-time commitment and
  funding
• Compelling idea with marketplace potential and
  market/competitive analysis
• Written prospectus and service description
• Completion targeted for 2 -3 months
• More than one person on the idea team
• Board member evangelist joins idea team as angel
• Can be done in Room 270, does not require massive
  scale

Room 270 resources can assist with these
analyses
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Room 270 BoardMembership and Funding
- Assets- People- Processes
80
- Commit to Room 270 success - Contribution
to Room 270 (1) product mgmt resources, (2)
set-aside implementation funds
20
Note outside advice and counsel sought
periodically
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Room 270 Process
Room 270 facilities servers, access, workstations
Competitive analysis
Business consulting
Entry Board approves proposal, angel assigned
Facility plan/ schedule
1
Development Idea team develops, tests, improves
prototypes
3
Completion Milestones met, BU continues
development
Include Basic LBGUPS
4
Business Unit
Exit Idea team exits Accelerator continues
to improve/implement
5
Licensing/ Spinoff
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Typical Projects
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Project List
Total 25

• Not Pursued (contd)
• Spam-free email
• e-Mall in a Mall
• GPS wireless locator services
• Search for Price Waterhouse Coopers
• iTV Search
• IDA
• DVL-Handheld Device
• PRISM
• Broadband Videocam
• Moviemail
• NewsReader

• Completed (1)
• CellCam
• In Progress (4)
• Broadband Phone
• P3P
• Tivra Search Engine
• E-Clips
• Under Review (1)
• SALSA
• Potential

• On Hold (2)
• Absent
• XYZ Jukebox

• Not Pursued (17)
• FanCentral
• Hubbub
• Concierge service (PhoneChannel)
• e-Card
• Shoebox Studio Toolkit
• VPQ

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Accelerator Projects - 2000
Hubbub
XYZ Jukebox
DVL Handheld
SALSA
CellCam
Studio Toolkit
E-card
Broadband Phone
FanCentral
BB VidCam
EClips
E-mall
Grandma eMail
MovieMail
PhoneChannel
Tivra
Spamfree
Absent
GPS
P3P
Search for PWC
ITV Search
VPQ
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CellCam

• Accelerator Focus
• create prototype
• identify market opportunity
• link WN and AWS, manage project schedule
• Work to Date
• created three working prototypes
• designed sample web page
• applied for two patents covering concept and
• architecture
• Status COMPLETED
• successfully transitioned to AWS
• project manager in place
• linkages with LightSurf established for
  continued market development

13
ATT Broadband Phone

• Accelerator Focus
• provide customer view to ATT Labs Cambridge
• demonstrate prototype to ATT Broadband
• form and support market trial planning team
• Work to Date
• demonstrated to Dan Somers and Jennifer Bater
• developed draft business case for service
• drafted initial feature set and trial schedule
• Status IN PROGRESS
• trial planning team established
• Cambridge Labs to visit Denver in Sept.
• Broadband is initial customer ADIS also
  interested
• for telecommuting applications, links w/
  channel partnership program,

14
Broadband Phone
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eClips

• Accelerator Focus
• gather requirement
• develop u/i
• Work to Date
• project started 9/1/00
• u/i designers assigned
• Status IN PROGRESS
• Concert will sponsor
• Broadband interested

The Offer Customers of eClips are provided with
an on-Demand service of video clips, identified
by their personal profile, and extracted from
daily broadcast programming
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Tivra

• Accelerator Focus
• gather requirement
• develop search engine for
• Netnews feeds
• Work to Date
• project started 9/1/00
• developers assigned
• Status IN PROGRESS
• Worldnet will sponsor

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P3P

• Accelerator Focus
• develop u/I
• develop browser plugins
• conduct focus group tests
• Work to Date
• u/i design completed
• developer identified for Netscape plugin
  development
• Status IN PROGRESS
• Worldnet is sponsor
• PR campaign to be developed

18
XYZ Jukebox

• Accelerator Focus
• partner with customer to develop rqmts
• create prototype
• include broadband access as part of architecture
• Work to Date
• created working prototype
• formed and led working project team
• applied for two patents covering concept and
• architecture
• Status ON HOLD
• concept demonstrated, prototype developed
• awaiting decision from customer or BU for
• funding and additional development

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Bring it to the Accelerator!

• New proposals are welcomed
• Need an idea champion, clear scope, business fit
• Process we help vet the idea with the BUs,
  develop market and competitive analysis
• If accepted plan established and tracked
• See http//room270.research.att.com/home.html

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end
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Project Room 270
Room 270 Shop Components
Sources
Next Steps
People
Researchers
Ideas
BUs

Entry Criteria
BUs
Accelerator
Others
Technology
License Abandon Move on
Guidance
Access/ Servers
Room 270 Board
U/I design, artwork...
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