Commercialisation strategies for Operation Network in international markets

Abstract

There are over 10,000 coin operated vending & amusement machines operators in Europe providing products and services though more than 3.6 million coin operated vending and amusement machines. They are looking constantly for tools which can optimise the operational activities like financial control, operational control within their operations giving them competitive advantage in the market. OPERATION NETWORK® is such a machine network technology developed by BeON which helps connecting amusement, gambling and vending machines on the market to the operational processes. It is a complex technology with potential impact on the businesses of several participants in the industry, which consists of Manufacturers, operators of amusement machines as well as policy enforcers and controlling bodies. Commercialisation of such a complex technology international markets needs process to assess the value of various technology attributes w.r.t diverse new markets. The Coin operated machine industry is going through major transition w.r.t technology. Using various environment analysis techniques key trends and uncertainties are identified. Scenarios are constructed based on key trends / uncertainties of regulation control and network based service & gaming deployment. A generic commercialization process is proposed using knowledge from various technology commercialisation & strategy concepts. It helps in creating business models keeping the new market conditions and industry trends in consideration. Four commercialisation scenarios are proposed as examples where the roles and benefits for various stakeholders are presented. Commercialisation of complex technology innovations requires access to complementary assets and resources for delivering them. beON is a young start-up company with limited resources. So various ways of mobilising resources for commercialisation process are proposed, some of them suggest reconfiguration of value chains according to the needs. There are over 10,000 coin operated vending & amusement machines operators in Europe providing products and services though more than 3.6 million coin operated vending and amusement machines. They are looking constantly for tools which can optimise the operational activities like financial control, operational control within their operations giving them competitive advantage in the market. OPERATION NETWORK® is such a machine network technology developed by BeON which helps connecting amusement, gambling and vending machines on the market to the operational processes. It is a complex technology with potential impact on the businesses of several participants in the industry, which consists of Manufacturers, operators of amusement machines as well as policy enforcers and controlling bodies. Commercialisation of such a complex technology international markets needs process to assess the value of various technology attributes w.r.t diverse new markets. The Coin operated machine industry is going through major transition w.r.t technology. Using various environment analysis techniques key trends and uncertainties are identified. Scenarios are constructed based on key trends / uncertainties of regulation control and network based service & gaming deployment. A generic commercialization process is proposed using knowledge from various technology commercialisation & strategy concepts. It helps in creating business models keeping the new market conditions and industry trends in consideration. Four commercialisation scenarios are proposed as examples where the roles and benefits for various stakeholders are presented. Commercialisation of complex technology innovations requires access to complementary assets and resources for delivering them. beON is a young start-up company with limited resources. So various ways of mobilising resources for commercialisation process are proposed, some of them suggest reconfiguration of value chains according to the needs.