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					                                                                                                      IST Project 11065



                                                                         A System to Realise Dynamic Networked Organisations on
 Key Action II Action Line 2.3:                                        Heterogeneous Networks in the Consultancy / Agency Sector
 Dynamic Networked Organisations




                                                                   Dissemination and Use Plan

 Project Acronym:                                      DYNOCA
 Project Number:                                       IST-1999-11065
 Deliverable Reverence Number:                         D10
 Type of Deliverable:                                  O - Other
 Contractual Delivery Date:                            May, 2001 as defined in the PP
 Actual Delivery Date:                                 July, 2001
 Dissemination Level:                                  RE - Restricted to a group specified by the consortium
 Workpackage Responsible:                              Lutz Rabe (artundweise)
 Document Author/s:                                    Lutz Rabe (artundweise)
                                                       Michel Benet (ISO-Informatique)
                                                       Pedro Cortez (FORDESI)
                                                       Jackson Bond (BIG)
                                                       Thomas Schmidt (BIBA)
 Document Editor:                                      Lutz Rabe (artundweise)
 Document Status:                                      Final
 Key Words:                                            Dissemination, Exploitation, DYNOCA Product
                                                       Definition, Market Analysis




The information contained in this report is subject to change without notice and should not be construed as a commitment by any members of
the DYNOCA Consortium. In the event of any software or algorithms being described in this report, the DYNOCA Consortium assumes no
responsibility for the use or inability to use any of its software or algorithms. The information is provided without any warranty of any kind
and the DYNOCA Consortium expressly disclaims all implied warranties, including but not limited to the implied warranties of
merchantability and fitness for a particular use.
 COPYRIGHT 2001 THE DYNOCA Consortium
This document may not be copied, reproduced, or modified in whole or in part for any purpose without written permission from the
DYNOCA Consortium. In addition, to such written permission to copy, acknowledgement of the authors of the document and all applicable
portions of the copyright notice must be clearly referenced.
D 10: Dissemination and Use Plan
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    Executive Summary
    The DYNOCA System as the main project result is web-based collaboration tool for
    distributed teams including knowledge management features. The system has been developed
    to specifically meet the requirements of end-users from the consultancy and agency sector.
    The markets for collaboration tools as well as for knowledge management applications shows
    a trend of growth over the next few year. The developing partners artundweise and ISO
    Informatique plan to exploit the DYNOCA results by integration components to their existing
    product/service portfolio in order to benefit from the expected market developments.

    After an introduction, section 2 of this report defines the products/services which represent
    the final results of the DYNOCA project and the basis for further result exploitation and
    dissemination. Essential features, competitive advantages, the current state of developments
    and the ownership and property rights situation are highlighted. Also future developments of
    the system are described.

    Section3 provides a detailed market analysis in terms of trends and market sizes for
    knowledge management and collaboration tools. This chapter also shows the relation of the
    DYNOCA System to other competitive products available on the market.

    Section 4 discusses the overall consortium exploitation strategy and the underlying objectives.
    The overall marketing (Dissemination) approach is explained, an the strategies of the single
    partners are explained.

    Last but not least, section 5 provides detail on the single partner’s financial analysis’ and
    forecasts, which will result from an implementation of the strategy.
D 10: Dissemination and Use Plan
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    Table of Content
    1       INTRODUCTION...................................................................................................2
    1.1        Objectives ........................................................................................................2
    1.2        Contents of Actions of Task 5.1.....................................................................3
    1.3        Integration of Task 5.1 in Project Coherence ...............................................3
    2       PRODUCT AND SERVICE DEFINITION .............................................................4
    2.1        Description of the Product and its Competitive Advantages......................4
    2.2        Future Developments......................................................................................7
    3       MARKET ANALYSIS............................................................................................8
    3.1        Market Specification........................................................................................8
    3.2        Market Segmentation ....................................................................................10
    3.3        Competition....................................................................................................10
    3.4        Production and Operations ..........................................................................14
    4       EXPLOITATION OBJECTIVES AND STRATEGY ............................................15
    4.1        Overall Exploitation Strategy .......................................................................15
    4.2        Overall Marketing ..........................................................................................15
    4.3        Partners Exploitation and Marketing Strategies.........................................16
    5       INVESTMENT ANALYSIS AND FINANCIAL FORECASTS .............................20
    5.1        artundweise GmbH........................................................................................20
    5.2        BIBA................................................................................................................22
    5.3        Berlin Information Group..............................................................................22
    5.4        FORDESI.........................................................................................................24
    5.5        ISO Informatique............................................................................................25
    6       CONCLUSIONS..................................................................................................28
    7       LITERATURE .....................................................................................................29
    8       ANNEX: CONSORTIUM AGREEMENT.............................................................30




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    1          Introduction

    1.1        Objectives
    The DYNOCA project aims at enabling and supporting dynamic networked organisations in
    the consultancy/agency sector carrying out media/design and consultancy projects. Typical
    for this sector are temporary projects with distributed players of very different size (ranging
    from large enterprises to micro enterprises and freelancers) working in heterogeneous
    environments (e.g. SUN or IBM workstations, PC, Apple MacIntosh). The teams, which carry
    out the work are sometimes world-wide distributed. Beside the cultural and lingual problems
    this also means working with people living in different time zones.

    An additional feature of this kind of project team is, that the same actor could participate in
    more then one project at the same time, but playing different roles for a limited period. This
    has to be handled through easy membership administration services. To protect the
    confidential information against unauthorised third parties, security mechanisms like secure
    transmission, encrypted messages and digital signatures have to be an integral part of the
    DYNOCA developments.

    The DYNOCA systems supports the whole life cycle of consultancy/agency projects (CA-
    projects) including tendering and planning, execution and controlling, and invoicing and
    payments. Additionally, concepts, methods and tools which are provided by quality control
    systems (e.g. ISO 9000 ff, EFQM (European Foundation for Quality Management)) will be
    integrated to the DYNOCA developments.


    1.1.1 Global Project Objectives
    The global objectives of the DYNOCA project are:
        To enable European enterprises including SMEs to increase their competitiveness in
           the global marketplace, specifically for the consultancy/agency sector.
        To allow European enterprises including SMEs to overcome constraints in working
           methods and organisation imposed by distance and time and to enable them
           participating in dynamic networked organisations.


    1.1.2 Workpackage Objectives
    The current document “Dissemination and Use Plan” is produced within the context of work
    package WP5 “Exploitation and Dissemination”. Beside other objectives this work package is
    responsible for any kind of dissemination and exploitation activities.


    1.1.3 Task Objectives
    The current document “Dissemination and Use Plan” is produced within the context of task
    5.1 “Accompanying Exploitation”. This task is responsible for any kind of exploitation
    activities.




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    1.2        Contents of Actions of Task 5.1
    An exploitation plan is set-up and executed including a Consortium Agreement regulating the
    commercial exploitation of project results. The DYNOCA consortium follows a rapid
    commercialisation approach, which has the objective to bring prototypes developed in the
    project into the market as soon as possible (during project lifetime).


    1.3        Integration of Task 5.1 in Project Coherence
    Exploitation of project results.


    1.3.1 Inputs
    This “Dissemination and Use Plan” is based on:

              DYNOCA Project Programme (Description of Work)
              Results of Kick-Off-Meeting (Bremen, 10/11 February 2000)
              Results of First and Second Working Meeting (Lisbon, 13/14 April 2000, Berlin,
               25/26 May)
              Contributions and statements made by the single partners


    1.3.2 Outputs
    Dissemination and Use Plan (DUP) and Technological Implementation Plan (TIP)


    1.3.3 Continuing Tasks
    All tasks.




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    2          Product and Service Definition

    2.1        Description of the Product and its Competitive Advantages

    2.1.1 Product Description

    2.1.1.1                General Description
    The product is named « DYNOCA System » within this Dissemination and Use Plan. The
    DYNOCA System is represented by the first and second prototype of the DYNOCA project.

    The DYNOCA System is an interactive WWW server, which can run in an enterprise’s
    Intranet/Extranet, as an Internet service or on a Virtual Private Network (VPN) specifically
    set up for the duration of the existence of a dynamic networked organisation.

    The aim of the DYNOCA system is to support collaboration in virtual enterprises in the
    environment of agencies and/or consultancies. Teams collaborating in such environments are
    generally distributed over different locations (enterprises), which might be in different time
    zones, business sectors and cultural areas. The members of such an virtual enterprise are the
    main contractor, his partners and last but not least the customer(s). The size of the partners
    may differ from free lancers to large companies. The ICT environment may differ ranging
    from Intranet solutions including main frame computing up to stand alone computers with
    Internet modem dial-up.

    All partners in such a project need with the kick-off an ad-hoc knowledge, data and
    documents centered communication approach. The team starts working and communicating
    on documents (requirments definition, specifications, etc).

    Such a system combines elements, which are currrently known from the following application
    areas:

              Office Management
              Knowledge Management
              E-Mail and Unified Messaging Services (UMS)
              Content Management
              CSCW (Computer Supported Cooperative Work)

    The following figure demonstrates the origins and follow-ups of the DYNOCA System
    (prototypes):




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            USE.viernull                                                          ISIKnowledge
           (artundweise)                                                       (ISO Informatique)



                                              DYNOCA Project

                                                     DYNOCA
                                                   Prototype 1.0




                                               DYNOCA Prototype 2.0




                       glonz                                                 ISIKnowledge
                   (artundweise)                                          (ISO Informatique)



                                Figure 2-1: Origins and Follow-ups of DYNOCA System
    The developing partners of the DYNOCA consortium plan to exploit the DYNOCA System
    by integrating modules of it into their existing products:

              ISIKnowledge (ISO Informatique): ISIKnowledge is a knowledge management
               application, which will be enhanced by DYNOCA System modules.

              glonz (artundweise): glonz is a web based team work tool, which will use major
               modules of the DYNOCA System. The technological and functional framework of
               glonz will be utilized for a wide range of customer products. Major ideas concerning
               the relation of information and the user interface is coming from artundweise’s
               software USE.viernull.


    2.1.1.2                Packaging of Product
    The packaging of the product will be done by offering three components:

          1. Application Service Providing: Users hire the access to the DYNOCA System as a
             service and pay for the usage a monthly fee.
          2. Software: Users buy a software package and set-up their own server running the
             DYNOCA System. This approach might be combined with adaptions specific for the
             customer (tailored solutions).
          3. Consultancy: Users hire a consultant for a re-engineering project implemneting
             dynamic networked organisation structures in the enterprise and implementing the
             DYNOCA System or one of the follow up products in one of the above ways.

    The requirements defined by end users coming from the agency and consultancy sector are
    defined in DYNOCA’s deliverable D3 « Consolidated End-User Requirments », and the
    general business processes to be supported are modelled in DYNOCA’s deliverable D4


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    « Reference Model for Dynamic Networked Organisations in the Consultancy/Agency
    Sector ».


    2.1.2 Essential Features
    The main functions (features) offered by the DYNOCA System are divided into five groups:

              Knowledge Management and Data Sharing: Support of management of documents of
               any kind (e.g. minutes, specifications, contracts, etc.), inclusion of legacy enterprise
               databases and/or ther applications (e.g. Content Management Systems)
              Event Notification: notification of incoming communications, changes in important
               documents (project planning, progress monitoring, etc.)
              Version Management: Locking, logging and tracking of changes
              Communication: Communication of team members concerning project related topics
               (progress on work, exchange of document versions, event calendar, etc.) as well as the
               communication to externals
              Administrative Functions: Support of user and user groups management (login,
               password protection, user access rights, etc.)

    The features of the DYNOCA Systems are provided by one or more specific WWW servers
    which are accessed by the team members and administrators with a WWW browser only. To
    set-up the whole system, software needs to be implemented on the server computers only. The
    client computers just need an installed browser like the Netscape Communicator or the
    Microsoft Internet Explorer.

    The modular software architecture is given in Deliverable D5 « Reference Model for Modular
    Software Systems for Support ».


    2.1.3 Competitive Advantages
    The unique competitive advantages of the DYNOCA system become clear, when comparing
    it with the upcoming Unified Messaging Services (UMS) and related services like Internet-
    based groupware systems. The DYNOCA System is specifically designed for the team work
    processes to be found in the business service domain. As the UMS and other services just
    supply the basic functions, the DYNOCA System integrates all neseccary features required in
    the environment of DyNO’s in the business service domain in a modular way.


    2.1.4 Status of the DYNOCA System
    Currently, (in July 2001) the first prototype of the DYNOCA System is in operation and
    tested and evaluated by end-users. The second prototype system will be ready in October
    2001.

    For the end of the DYNOCA project (December 2001) the second prototype system will be
    tested, evaluated and enhanced.




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    2.1.5 Ownership and Property Rights
    The ownership of the modules of DYNOCA and the intellectual and industrial property rights
    are specified in the DYNOCA Consortium Agreement. The intention is to leave the
    ownership and the property rights with the developers (artundweise and ISO Informatique),
    whereas the end-users will have the rights to use the DYNOCA System.

    The required infrastructure (Internet) is widely available with a still growing trend. There are
    no regulatory constraints.


    2.2        Future Developments

    2.2.1 Emergence of Competitive Technologies
    The market for Application Service Provision (ASP) is developing fast. With growing
    bandwidth on Internet connections, competition in interactive Web Sites providing ASP will
    become stronger.

    Therefore, it is necessary to specialise and to package products and services in such a way,
    that they are unique for the targeted market segment. In the case of DYNOCA, the segment is
    the inter-organisational execution of service (agency, media, consultancy) projects. Current
    competitive offers provide sets of basic technologies as services (e.g. voice-to-mail, fax-to-
    mail, mail-to-fax gateways) rather than tailored solutions for the envisaged segment.

    artundweise, the coordinating partner of DYNOCA has already proven success in developing
    tailored solutions for the agency sector with its product USE. The knowledge of end-user
    requirements is based on a deep understanding, enabling artundweise to make successful
    offers to their clients.


    2.2.2 R&D Needs and Additional Features
    With a product like the DYNOCA System, ongoing R&D concerning changes in end-user
    needs and technology updating is mandatory. Interfaces to other systems need to be enhanced
    and/or developed.

    Additional features might be:

              Interfaces to professional accounting systems (e.g. DATEV in Germany)
              Interfaces to professional inhouse ERP systems (e.g. BAAN, SAP R/3)

    Within the year 2001 a product based on DYNOCA developments will be placed in the
    market. Ongoing developments will result in ongoing versions of the product planned in a
    yearly schedule.




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    3               Market Analysis

    3.1             Market Specification
    Due to the location of the relatively small companies artundweise and ISO Informatique, the
    region, where these companies primarily act is France and Germany respectively. But, the
    product/service offered is not limited to these region, which is confirmed e.g. by ISO
    Informatique, who also has customers in the US.

    Coming from different business application areas, the results of the DYNOCA System will be
    integrated in the existing products and/or products under develeopment.

                                           ISIKnowledge                   glonz
    Geographic Scope                       Based in France, but with      Based in Germany, but with
                                           International target market    International target market
    Business Application                   Knowledge Management           Support of Team Work
                                                                          (virtual teams)



    3.1.1 Market Specification for Knowledge Management

                    9000

                    8000
                    7000

                    6000
                                                                                    Services
         mil. US$




                    5000                                                            Software
                    4000                                                            Internal
                                                                                    Infrastructure
                    3000

                    2000

                    1000
                       0
                                1999   2000       2001      2002         2003



                                       Figure 3-1: KM to hit $7.9 billion


    Not surprisingly, KM services looms over other KM costs, with spending at $1.3 billion in
    1999 and growing to $7.9 billion by 2003. The numbers show that software is only a small
    part of a KM solution, the major parts being implementation, strategy, training and other


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    labour-intensive activities that contribute to creating a trusted knowledge-sharing
    environment.


    3.1.2 Market Specification for Support of Team Work
    Collaborative Strategies predicts in 2000 that revenue from the distributed project
    management market, which includes teamware products, is expected to grow more than 36%
    during the next year. During the next three years, this growth will continue, with revenue
    jumping from $700 million in 2000 to nearly $1.5 billion by 2003.

    The enterprise portal market already represents a lucrative, and rapidly growing market in
    terms of both software and services. The market is set for strong growth over the next five
    years - as shown in the figure below. ComputerWire estimates the market for enterprise
    software alone is worth nearly $1 billion in 2001, and is set to exceed $3.6 billion in 2004 -
    representing 36 percent CAGR (compound annual growth rates).

                    4000

                    3500

                    3000
                                                                                      Workplace
                    2500
         mil. US$




                                                                                      Collaboration
                    2000                                                              Decision
                                                                                      Intranet
                    1500
                                                                                      Total Portals
                    1000

                     500

                       0
                                2000     2001      2002      2003      2004



                                 Figure 3-2: Growth of the enterprise portal market
                                           (Source: ComputerWire, 2001)

    The key market segments are currently focused on corporate intranet deployments and
    Knowledge Management projects. However, this is slowly shifting to workgroup data (in
    collaborative processing environment) or Business Intelligence data (in a decision processing
    environment). Workplace portals currently represent the 'dark horse' in the market, but will
    experience rapid growth after 2001, particularly as the larger IT players press - such as
    Microsoft, IBM/Lotus, Oracle, SAP, PeopleSoft and Sybase - flesh out their respective
    Workplace initiatives.


    3.2             Market Segmentation
    The market segments to be addressed is shown in the following table:

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                                                Table 1: Market segmentation
                                                glonz                              ISIKNowledge
                                                (artundweise)                      (ISO Informatique)
    Target market                               Small and medium sized             Medium sized and larger
                                                companies who work in              companies, who wish to
                                                distributed projects               introduce/integrate KM
                                                environments                       applications
    Location                                    National and international         National and international
    Critical factors                            Reaching potential users           Reaching potential users
                                                and convince them                  and convince them


    3.3          Competition

    3.3.1 Competition in the Knowledge Management Market
    The following table provides a comparative analysis of rival products with ISIKnowlede from
    ISO Informatique:

                                        Table 2: Rival Products to ISIKnowledge
    Editor            Tool              Knowledge   Groupwar   Search   Document   Web       Database      Workflow
                                        manageme    e          engine   manageme   content   integration   integration
                                        nt                              nt
    ISO               ISIKnowledge         XX          XX          X       XX          XX        XX
    Informatique
    Autonomy          Portal-in-a-box      XX                      X       X           X
                      and Suite KM
    Documentum        Suite                 X          X           X       XX          X          X
                      Documentum
                      KM
    EBT               Engenda,                                     X       X           XX         X
                      Dynabase
    Excalibur         RetrievalWare         X                      XX      X
    Filenet           Panagon et            X          X                   XX          X          X
                      TeamSite
    Hummingbird       Entreprise            X          X           XX      XX          X          X
    Fulcrum           Information
                      Portal
    Hyperwave         Hyperwave            XX          X           X                   X          X
    Intraspect        Intraspect           XX                      X                   XX                       X
    Involv            Free Web                         XX                              X
                      Teaming
    Lotus/IBM         Domino Notes          X          XX          X       X           X          X            XX
    Mediapps          NetPortal            XX
    Microsoft         Exchange,                        XX                                         X
                      Outlook
    Ncompass lab      Resolution                                                       XX         X
    Open text         Live Link             X          XX          X       X           X          X
    Oracle            Oracle portal                                                    X         XX             X
    SAP Systems       MySap,                X                                                    XX             X
                      MyProcess
    Sun Netscape      IPlanet                          X                               X         XX
    Verity            Verity Portal        XX                      XX                  X
    Vignette          V/5 & Serie V                                                    XX         X




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    This grid shows that ISIKnowledge has some advantages compared to other tools (e.g. none
    of the above products supports such a complete security management as ISIKnowledge does,
    and ISIKnowledge is till now the only product offering complete Knowledge management,
    document management, database integration and web content). The groupware functions
    provided by DYNOCA project (red cross inside the grid) will give to the ISIKnowledge
    product some crucial advantage.

    The market is moving a lot. We much go very fast to promote ISIKnowledge but ISO
    Informatique is a very small company so it cannot invest to much in a very short delay in
    promotion campaign. But, a specific commercial effort will be done by looking for resellers
    all over Europe. Candidates are SILICOMP near Grenoble, QUEST in Ireland and DYNOCA
    partners in Germany.


    3.3.2 Competition in the Support of Team Work Market
    The following is a list with a short description of the main competitive tools and services
    supporting team work. A comprehensive collection on collaboration-tools can also be found
    on the site www.collaboration-tools.com.

              Yahoo’s Groups
               (http://www.yahoo.com and http://groups.yahoo.com/)
               Yahoo is offering several cost free services including E-Mail, instant messaging, and
               (discussion) Groups, etc. The Yahoo Messenger supports chat, WebCams, etc. The
               Yahoo calendar allows you to set-up and maintain a scheduler.
               Yahoo Groups can be compared with Internet News or online mailing lists.
               Members of Yahoo have an own calendar, address book, and notepad.

              GMD’s BSCW - Basic Support for Cooperative Work
               (http://orgwis.gmd.de/projects/BSCW/ and http://bscw.gmd.de/)
               BSCW enables collaboration over the Web. BSCW is a shared workspace system
               which supports document upload, event notification, group management and much
               more. Main features are:
                   o Authentication
                   o Version management and locking
                   o Event notification
                   o Discussion forums
                   o Search facilities
                   o Sorting
                   o Document format conversion
                   o Annotation and rating
                   o Upload/download of archives
                   o E-Mail integration
                   o Interfaces to synchronous communication
                   o Anonymous access and moderation
                   o Address book and calendar
                   o Customisation
                   o Multi-language support
                   o Administration and configuration
               BSCW is a result of several research projects, and therefore a powerful, but complex
               system. The main target group seems to loosely coupled researchers and similar
               groups.
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              VITAMIB’s Project NetBoard (http://netboard.vitamib.com/): This service is
               specifically designed to be used by Research Projects. It includes modules, which are
               designed to support management functions, i.e.:
                   o Project Design and Construction
                   o Contract and Content
                   o Activities Management and Reporting
                   o Financial Follow-up and Accounting
               This site also offers the set-up and maintenance of the project’s public web site, a
               groupware platform, file exchange, project news, and a project forum. Finances and
               Accounting are optimised to meet the European Commission’s needs (reports, cost
               statements, etc.), no integration with in-house accounting systems are possible.
               Registered users enter the site via User-ID and password.

              Projectplace.co.uk
               (http://www.projectplace.co.uk/)
               Projectplace.co.uk is a workplace on the Internet for people involved in projects - a
               secure website where you can manage projects anytime, anywhere. It supports team
               communication, sharing of work material (documents, pictures, spreadsheets and
               memos) and coordination of projects. The activity reports, the calendar and the task
               assignment service constantly allow team members to stay in full control of a well-
               organised project.

              United Planet’s Intrexx 2001
               (http://www.intrex.de/)
               Intrexx 2001 is a databse supported information system running as a web server and
               designed to implement a company’s internal portal. The main features are:
                   o Personal and company calendar
                   o Searching
                   o Tracking of activities
                   o News
                   o Structuring of Information
                   o Document Management
                   o And many more
               Registered users enter the site via User-ID and password and have full access to the
               corporate knowledge. Of course, such a product can also be used for teams consisting
               of partners from different organisations.

              ICQ’s ICQ
               (http://www.icq.com)
               ICQ is an Internet tool that informs you who's on-line at any time and enables you to
               contact them at will. No longer will you search in vain for friends or associates on the
               Net. ICQ does the searching for you, alerting you in real time when they log on. The
               need to conduct a directory search each time you want to communicate with a specific
               person is eliminated.
               With ICQ, you can chat, send messages, files and URL's, play games, or just hang out
               with your fellow 'Netters' while still surfing the Net.
               ICQ lets you choose the mode of communication you wish to employ. Regardless of
               the application, be it chat, voice, message board, data conferencing, file transfer or
               Internet games, ICQ will get your entire message across in real time. ICQ supports a
               variety of popular Internet applications and serves as a Universal Platform from which

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                 you can launch any peer- to- peer application (such as Microsoft NetMeeting or
                 Netscape CoolTalk). It can also be used in a multiple-user mode, so groups can
                 conduct conferences or just 'hang out' on-line. The program runs in the background,
                 taking up minimal memory and Net resources. While you work with other
                 applications, ICQ alerts you when friends and associates log in, allowing you to work
                 efficiently while maintaining a wide range of Internet functions at your fingertips.
                 Among the functions available are: chat, message, e-mail, and URL and file transfer.
                 All these functions are consolidated into one easy-to-use program that integrates
                 smoothly into desktop systems.

                Electronic Systems’ InfoWorkSpace
                 (http://www.infoworkspace.com/)
                 InfoWorkSpace lets people who are geographically dispersed use the Internet to
                 communicate, collaborate on projects and share information from a knowledge
                 management database. Participants access the system using a Web browser and meet
                 in virtual buildings and rooms via the Internet.
                 InfoWorkSpace, developed by Electronic Systems, a subsidiary of General Dynamics
                 (NYSE:GD), provides government and commercial customers with an integrated suite
                 of Web-based collaboration and conferencing tools. The product’s features include
                 instant messaging, voice-over IP (VOIP), text chat, whiteboarding, virtual file storage,
                 online conferencing and Web presentations.

    The following table compares the described competitive products with the DYNOCA
    (prototype) System:

                                      Table 3: Rival Products to DYNOCA System
    Editor            Tool              Specific       Pure          Group EMail    Security      Document   Integration   Integration
                                        Target         HTML                         Issues        Manageme   of            of FTP
                                        Group          User                                       nt         Knowledge     and/or
                                                       Interface                                             Managemen     DBMS
                                                                                                             t
    DYNOCA            DYNOCA             CA Sector         XX             XX             XX          X           XX            XX
                      Prototype
    Yahoo Groups                         All (free)        XX             XX                         X
    BSCW                                  Loosely          XX*            XX             XX          XX          X              X
                                          coupled
                                          groups
    Project                                 EU              ?             XX              X          X                          ?
    NetBoard                             Research
                                         Projects
    ProjectPlace.                         Business          ?             XX              X          X                          ?
    co.uk                                 Projects
    United Planet     Intrexx 2001       Company           XX                             ?          X           X              ?
                                         Intranet
    ICQ               ICQ                All (free)                        ?              ?          X
    Electronic        InfoWorkSpace       Business          X              ?              X          XX          XX             ?
    Systems                               Projects
    * BSCW also implements specific clients (Java Application and Applet) to access the server.



    3.4          Production and Operations
    The nature of offering and providing the DYNOCA System and the inherited products glonz
    and ISIKnowledge has no critical points. All of the software components have been
    developed by the artundweise and ISO Informatique themselves, i.e. product know-how
    maintained.

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    The offering of ASP packages do not need high investments. The packaging of selling results
    as a customer project (software and consultancy work) will mainly result in setting-up the
    server at the customer itself or at his ISP.




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    4          Exploitation Objectives and Strategy

    4.1        Overall Exploitation Strategy
    The software developments in the DYNOCA project bases on the existing system USE, which
    is provided by the main contractor artundweise. With the results of the DYNOCA project
    there is a strong interest to implement beside the R&D project a rapid commercialisation
    process. The structure of that process is shown in the following figure:

                                DYNOCA Project (R&D Phase)
                      Requirements
                                     Specification
                                                       First      Second
                        Analysis                     Prototype   Prototype




                                                                             Exploitation Phase

                                                     Version 1   Version 2              Version 3       Version 4




                  project                       1 year                 2 years                3 years        4 years
                   start
                                                                                                               time

                                 Figure 4-1: The Rapid Commercialisation Approach
    After one year of project duration, a first prototype of the DYNOCA system will be installed
    at the end-user sites for piloting in the R&D project. At the same time, software based on the
    technological and functional framework of the DYNOCA first prototype will be extracted
    from the R&D project and prepared for commercialisation. Therefore, a short time after
    finishing the first prototype in the R&D project, the results of the first prototype can also be
    offered in the free market.

    The second prototype is developed incrementally by implementing all enhancements defined
    during the piloting phase. This is done step by step until the second prototype (the final
    DYNOCA R&D project result) is established. Once a software module of the prototype
    system is updated, this result is also extracted and prepared for exploitation. A short time after
    project end a second version of the Software based on the DYNOCA system will be available
    on the market.

    Only the R&D phase is partly funded by the IST programme. The commercialisation efforts
    and also the ongoing developments (it is planned to have further releases on a yearly basis)
    are financed by project partners themselves.


    4.2        Overall Marketing
    Market positioning is driven by diversification to competitors. For companies like
    artundweise and ISO Informatique it makes no sense to compete in terms of image and price
    with large and globally distributet enterprises. The strategy is to sell the message, that the
    product is specifically designed for the needs of a target group, and will be further customised
    to the final end-user needs. The expected market share is therefore hard to predict.


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    Beside this approach, artundweise is going to sell system access as an application service, but
    with assuming a relatively low number of users.

    The partner individual distribution channels vary fro partner to partner including in-house
    sales force up to re-sellers.

    Marketing communications and promotion is done through various channels during project
    duration and after project completion.


    4.2.1 During Project Duration
    The marketing communication carried out during project lifetime includes the set-up of a web
    server to inform about the project and to provide public results (e.g. deliverables). Also the
    scientific community is involved via papers, conference contributions and workshop
    participation. Towards the end of the project, the consortium will organises two workshops in
    different countries to present project results.

    Other specific activities are:

              Organisation of two dissemination workshops to present DYNOCA results (software
               prototypes, partly commercialised results, etc.) in co-operation with local chamber of
               commerce
              A contribution to standards will be provided by compiling a report for the W3C on
               experiences made with using Internet standards like Java, etc.
              BIBA-Kolloquium: Public information event with a presentation on DYNOCA on 21
               May 2001, Bremen, Germany.
              International conference on Concurrent Enterprising (ICE) 27.-29 June 2001,
               Conference Center, Bremen, Germany.
              Paper submitted to conference: e-business and e-work, 17-19 October 2001, Venice,
               Italy.
              Presentation of project results on trade fairs, where project partners participate (e. g.
               the “Mittelstand online” fair in Germany)


    4.2.2 After Project Completion
    After project completion, further marketing communications activities include:

              Publishing through the web (partners’ web sites)
              Organisation of further workshops for product presentations
              Public relations work with the objective to be presented in specific national magazines
               (e.g. for Germany: Internet Professionell, Internet World, etc.)
              Mailings to potential customers (promotion campaigns)
              Further presentations on trade fairs


    4.3        Partners Exploitation and Marketing Strategies
    This section provides information of the single partners exploitation and marketing strategies.



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    4.3.1 Artundweise
    Artundweise is following the rapid commercialisation approach.

    As one of the developers, artundweise’s main strategy is the exploitation of software modules,
    which have been realised in the project context. The DYNOCA System as a whole is an
    excellent technological framework, which can be adopted to many related application areas.
    Therefore, the main project results, which will be used after project end, are:

              Module-by-module update of glonz, artundweises commercial product based on
               DYNOCA results
              Detailed evaluation of end-user experiences, which are used to make glonz even more
               attractive especially in the CA sector

    Artundweise will exploit the results in three ways:

              Set-up of a new and powerful glonz-server to be sold as application service (ASP) to
               many users
              Packaging the DYNOCA System and consultancy in a customer project with the
               objective to develop customer specific solutions
              Using the DYNOCA technology framework as a starting point in customer projects to
               develop related customer-specific applications

    The implementation of that strategy is combined with marketing activities, mainly
    participating trade fairs, promotional mailing actions, and public relations.


    4.3.2 BIBA
    BIBA as a non-profit research institute has no direct commercial plans. But the intention is to
    exploit the DYNOCA results for further research topics and corresponding projects.
    Especially, the provision of the know-how and experiences gained during the DYNOCA
    project will be pursued in order to make these results available to students through lectures
    and seminars as well as to local industrial partners.

    BIBA will disseminate the DYNOCA results to a wide audience through e.g. articles,
    conferences, workshops, etc. and through its technology transfer activities. The gained
    knowledge shall be discussed and forwarded to research groups and related networks.

    Furthermore, BIBA plans to use the results of DYNOCA in order to enable its employees for
    both offer consulting services to industry and the possibility to establish a start-up company
    which will exploit DYNOCA's results.


    4.3.3 Berlin Information Group
    Berlin Information Group (BIG) is involved in the DYNOCA project as an End-User, and
    therefore expects to use and apply the resulting product in its business activities. This
    continued use of the software as an original end-user and developer also contributes directly
    to its further evaluation and improvement. In this regard, BIG's expert understanding of the
    DYNOCA software could also be offered as User Support for English-language users. It is
    also in the interest of BIG to promote the DYNOCA product on a commercial level, this

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    would include promoting the DYNOCA product as a Reseller and as a DYNOCA Support
    partner.


    4.3.4 FORDESI
    FORDESI is a strategic consultancy company that integrates the latest technologies available
    in the solutions for it’s clients as well as in it’s own work. In this perspective FORDESI wants
    to be involved in the development of new tools that are related to FORDESI’S core business
    and use the newest technologies.

    DYNOCA can be a very helpful tool for FORDESI since the work is many times developed
    by consortiums that are geographically distributed using different applications and tools. All
    FORDESI consultants will follow the development of the DYNOCA project to be able to
    know all the application and to use it their future work and integrate it in solutions for the
    clients.

    In a first stage FORDESI will tell partners and customers about DYNOCA and it’s
    potentialities and will implement DYNOCA in a real pilot application. FORDESI is also
    planning to present the DYNOCA results to a large number of companies who might
    potentially be interested in integrating DYNOCA in their businesses. Afterwards FORDESI
    will keep promoting the DYNOCA results towards customers and partners.

    4.3.5 ISO Informatique
    ISO Informatique’s exploitation goal is to use the DYNOCA results (IT environments and
    tools) to develop market offerings compliant with their core business. The company wants to
    expand their line of software engines and tools for knowledge handling with products focused
    on DYNOCA exploitation.

    The main project results, which will be used beyond the project time frame, are:

              To improve the functionalities of the ISIKnowledge general system with, for instance,
               groupware functions and up-to-date technology implementation.
              A dedicated system for KM in consultancy and agency sectors.
              A return of experience and a reference in integrating KM tools into groupware tools,
              A KM tools evaluation report, written by end-users in consultancy and agency sectors,
               which will be used as further specifications to enhance ISIknowledge appropriateness
               to market.
              Exploitation plans for the expansion of the users applications to other areas of their
               organisation and for the commercialisation of the tools developed in the project.

    ISO-Informatique intends to exploit the DYNOCA results through:

              Selling ISIKnowledge software environments and supporting tools with groupware
               extensions. A new major version of the product will be put on the market.
              Selling background elements (knowledge management engine) to distributors of
               DYNOCA system.
              Supporting and maintaining the DYNOCA system with appropriate customer support.
              Improving consultancy and services around knowledge management in agency and
               consultancy sectors (concepts, implementation, strategy, training, databases
               design, ...).

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    The envisaged exploitation plan includes the followings steps:

              To industrialise these tools for commercial exploitation (during months 1 to 4
               following project).
              To search for partners or distributors able to promote and to sail ISIKnowledge
               software (outside Germany where DYNOCA partners could help us).
              To start promotion campaigns during the project for customers who already have
               ISIknowledge, and after industrialisation for the others (month 5 after project
               completion).
              To start sales and associated services at month 6 after project.

    Time to market is expected to be half a year after the project completion.




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    5          Investment Analysis and Financial Forecasts

    This section provides details on investment analysis, revenue analysis and financial anlaysis
    by each partner.

    5.1        artundweise GmbH

    5.1.1 Investment Analysis
    After project completion, there will be four kinds of further investments on the product:

              Adaptation of the second DYNOCA System prototype to glonz (customisation), which
               is mainly labour costs (estimated: 3 person months).
              Set-up of a new powerful server dedicated for glonz
              Ongoing maintenance of the technology framework of glonz (estimated: 2 person
               months per year)
              Marketing and sales investments (demonstration server, fairs, product promotion
               advertising, maintenance of the ASP; estimated: 2 person months and 30 KEURO
               other costs per year).

    The objective is to acquire customer projects using the glonz technology as a framework to
    make individual solutions. Of course the execution of customer projects will have labour
    costs, which are estimated to 5 person months per project, and 6 projects per year, 100%
    growth).

    Providing glonz as ASP will not cause many extra costs, this is included in the marketing and
    sales budget.

    The following table demonstrates this analysis:

                                Table 4: Cost/investment analysis of artundweise
        Year                                          2000-2001        2002        2003     2004
                                                        (project)

        Costs during project lifetime                        632

        DYNOCA project costs                                 605

        Costs for glonz (First Version)                       27

        Ongoing costs after project end

        Labour costs for Glonz                                           27          27         27
        (Second Version)
        Hard- and Software                                               15           0          0

        Maintenance of Framework                                         18          18         18

        Marketing and Sales                                              48          48         48

        Customer project costs                                          270         540    1.080


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       TOTALS                                                 632          378           633   1173

      (All numbers are in KEURO, a person month is 9.000,00 EURO including overheads)


    5.1.2 Revenue Analysis
    Revenues generated from exploiting the DYNOCA System as glonz are calculated under the
    following assumptions:

              A customer project (selling 5 person months for consulting, installation and
               customisation) will generate in average 75 KEURO revenue.
              glonz as ASP is expected to have 200 users in 2002 with a growth rate of 100%. Each
               user pays 120 EURO per year to access the services.

    The following table demonstrates this analysis:

                                   Table 5: artundweise’s revenues from Glonz
       Year                                           2000-2001           2002          2003   2004
                                                        (project)

       Customer projects                                        75         450           900   1.800

       glonz as ASP                                              0           24           48      96

       Cost reimbursement of CEC                              303

       TOTALS                                                 378          474           948   1.896

      (All numbers are in KEURO)


    5.1.3 Financial Analysis
    The return on investment is calculated as the following table shows:

                                Table 6: artundweise’s return on investment (ROI)
       Year                                           2000-2001           2002          2003   2004
                                                        (project)

       Costs                                                  632          378           633   1.173

       Revenues                                               378          474           948   1.896

       RESULT                                                -254            96          315    723

       ACCUMULATIVE RESULT                                   -254         -158           157    880

      (All numbers are in KEURO)

    For artundweise it is not expected to need third party financing support. Financing will be
    done from company-owned resources (re-investments of surplus).




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    Risks are considered to be low. At the current situation, artundweise’s main turnover is with
    technology-oriented customer projects. Therefore, the glonz technology framework supports
    the competitive situation of the company.

    5.2        BIBA
    BIBA as a non-profit research institute has no direct commercial plans.

    Therefore the BIBA is not able to provide a financial analysis. But it can be stated that some
    effect may be happen if the DYNOCA system will be deployed in the institute. Better
    cooperation and coordination may facilite the day-to-day business of a research scientist.
    According to the number of users of the DYNOCA system it is very difficult to name
    appropriate financial benefits.


    5.3        Berlin Information Group

    5.3.1 Investment Analysis
    BIG will be promoting the DYNOCA product as a Reseller and as a DYNOCA Support
    partner.

    BIG plans to buy DYNOCA licenses at a partner discount of 50%, or EUR 60.00. BIG
    expects to resell 50 licenses in 2002, 100 in 2003 and 200 in 2004.

    BIG plans to offer the DYNOCA product only to BIG customers and partner companies. BIG
    will not be allocating resources to promote DYNOCA beyond its own customers and partners.
    BIG expects to sell DYNOCA solutions to enterprises for a 25% commission, without
    investing in extra sales resources.

    BIG also plans to sell customer support services as a subcontractor for artundweise or for
    ISO-Informatique and their English-language customers. Within project budgeting, BIG
    expects to allocate approx. 1 man-month per customer per year. And expects to serve 1
    customer for artundweise in 2002, 2 in 2003 and 4 in 2004.

                                Table 7: Cost/investment analysis of BIG
       Year                                           2000-2001           2002          2003   2004
                                                        (project)

       Costs during project lifetime                          108

       DYNOCA project costs                                   108

       Ongoing costs after project end                                        9           18     36

       Labour costs                                                           6           12     24

       Software Licences                                                      3            6     12

       TOTALS                                                 108             9           18     36

      (All numbers are in KEURO, a person month is 6.000,00 EURO including overheads)




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    5.3.2 Revenue Analysis

    BIG plans to generate revenue reselling DYNOCA software licenses, taking sales
    commissions for bringing enterprise customers to buy DYNOCA solutions, and offering
    Support.

    BIG will be purchasing licenses at a partner price of EUR 60.00 and reselling at EUR 120.00.
    And expects to sell 50 licenses in 2002 with 100% annual growth.

    Sales Commissions of 25% are expected on enterprise solutions, based on artunweise’s EUR
    75,000/project price-tag. BIG expects to bring artundweise one customer in 2002 , 2 in 2003
    and 4 in 2004.

    Customer Support revenue is expected to reach 1 man-month per enterprise customer per
    year, where BIG is billing a MM at EUR 9,000.

                                 Table 8: BIG’s revenues from DYNOCA
                                                      2000-2001          2002          2003    2004
       Year                                             (project)

       Licenses                                                  0            6          12      24

       Sales Commissions                                         0       18.75         37.5      75

       Support                                                   0            9          18      36

       TOTALS                                                    0       33.15         67.5     135

    (All numbers are in KEURO, a person month is 9.000,00 EURO including overheads)


    5.3.3 Financial Analysis
    The return on investment is calculated as the following table shows:

                                Table 9: BIG’s return on investment (ROI)
       Year                                           2000-2001          2002          2003    2004
                                                        (project)

       Costs                                                  108             9          18      36

       Revenues                                                  0       33.15         67.5     135

       RESULT                                                -108        24.15        49.50      99

       ACCUMULATIVE RESULT                                   -108       -83.85        -34.35   64.65

      (All numbers are in KEURO)

    Risks are considered to be minimal as resource allocation is the primary expense and will
    only occur on demand within existing customer projects. Should market demand grow, BIG
    will be able to respond accordingly. Should it wane, BIG will be able to focus resources on
    customer demands.

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    5.4        FORDESI

    5.4.1 Investment Analysis
    FORDESI’s plan is to establish a partnership with the technical partners to use and distribute
    the Dynoca outcoming application in Portugal.

    So, FORDESI will not make any development effort. All our investment is going to be in the
    marketing area. We expect to allocate 1 person full time to this task.


                  Year                                                 2002         2003              2004


                  Ongoing costs after project end

                  Marketing and Sales                                     31             63             63

                  Customer project costs                                  31             31             31

                  TOTALS                                                  62             94             94

                  (All values in KEuro, a man month is 11500 Euro including overhead)


    5.4.2 Revenue Analysis
    Our revenue is going to have two main sources:

              License and Maintenance fees (0,15% of license fee)
              Services

    We expect to share the license and maintenance fee 50-50 with the technical partners, keeping
    100% of the services.

       Number of sales (according to estimated market size)                             2002     2003        2004
       Software                                                                            2           3        5


    According to the technical partners the license fee will be 12 Keuro.

                                                                       2002      2003          2004
                          Revenue coming from direct sales                24        36           60
                          Revenue coming maintenance                               3,6            9
                          TOTAL                                           24      39,6           69


                                                                       2002      2003          2004
                          Revenue coming from direct sales                12        18           30
                          Revenue coming maintenance                               1,8          4,5
                          TOTAL                                           12      19,8         34,5


    There are two kind of services that we expect to supply:

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              Consulting services (twice the total license value)
              Installation services (one total license value)

                                                                 2002     2003         2004
                          Revenue coming from consulting             48     72          120
                          Revenue coming from installation           24     36           60
                          TOTAL                                      72    108          180


    Total revenues are:

                                                                 2002     2003         2004
                          Revenues for FORDESI                       84   127,8        214,5



    5.4.3 Financial Analysis

    In the beginning there will be a marketing effort, but we hope to reach a comfortable revenues
    level already in the second/third year.

                  Year                                          2002        2003               2004


                  Charges                                            62           94             94

                  Revenues                                           84     127,8          214,5

                  Cumulated balance (KEURO)                          22      55,8          176,3



    5.5        ISO Informatique

    5.5.1 Investment Analysis
    First there is investment during the DYNOCA project development.
    After project completion, there will be two kinds of further investments on the product:

              Technical investment in software industrialisation (final debugging and packaging)
               and version upgrade (1 per year with an estimated charge of 2 man month per year)
              Commercial investment (resellers, demonstration server, fairs, product promotion)
               estimated as a charge of 1 man month per year.

    There is also charges coming with each sale to a customer:

              Contact, proposal and contract with a customer (0.25 man month),
              Associated consulting and installation support (2 man month),
              Maintenance (0.25 man month per year).

    Man month is valorised as 18 KEURO.


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       Year                                           2000-2001           2002          2003        2004
                                                        (project)

       Technical investment                                  121            36            36          36

       Commercial investment                                                18            18          18

       Charges associated with sales                                        40           270         450

       TOTAL                                                 121            94           324         504



    5.5.2 Revenue Analysis
    The first source of revenue is software-selling estimation:

       Number of sales (according to estimated market size)                      2002     2003      2004
       Software                                                                     5          12     20


    The estimated average revenues of one software sale is: 12 KECU (based on the mean price
    of equivalent software on the market).

    But, as we are looking for resellers, a part of the software sales will be done by distributors
    so, in this case the ISO-Informatique revenue will be: 7,2 KECU. We estimate that
    distributors will assume 50 % of the total number of sales.

                                                                2002       2003         2004
                          Revenue coming from direct sales           36      72          120
                          Revenue coming from resellers              15      43           72
                          TOTAL                                      51     115          192



    The second source of revenue comes from associated consulting and installation support.
    Estimated average revenues of associated services: 24 KECU. This estimation is based on an
    estimated average charge for associated services of 2 man month.

    ISO-Informatique does not plan to provide hardware like servers, firewall and software like
    HTTP server, RDBMS but only support to install the software and to configure the system.
    The associated charge is estimated as 1 man month: 12 KECU.

    The associated services are only sold for direct customers.

                                                                2002       2003         2004
                          Revenue coming from consulting             72     144          240
                          Revenue coming from installation           36      72          120
                          TOTAL                                     108     216          360


    The third source of revenue comes from maintenance. A rate of 10% per year of the initial
    price is a common rate for such software (with version upgrade)


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                                                              2002       2003      2004
                          Revenue coming from maintenance                      5     11


    Total revenues are:

                                                              2002       2003      2004
                          Revenues                                159     484       563



    5.5.3 Financial Analysis
    Return of investment is roughly estimated as follows (to be refined before project
    completion):

       Year                                        2000-2001            2002       2003   2004
                                                     (project)

       Charges                                              121           94        324    504

       Revenues                                                          159        484    563

       Cumulated balance (KEURO)                        - 121            -56        104    163


    So the return of investment could be obtain after 2 exploitation years.




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    6          Conclusions

    This dissemination and use plan defines the DYNOCA System as the main project result and
    as a basis for further commercial exploitation activities. The commercial products, which will
    benefit from this project are:

              glonz of artundweise
              ISIKnowledge of ISO Informatique

    Already during project lifemtime, parts of the first DYNOCA System prototype are usen in
    the mentioned products following the projects rapid commercialisation approach and based on
    the Consortium Agreement regulating the intellectual property rights of results.

    Each of the partners (developer, end-user, academic institute) follows its own individual
    exploitation and dissemination plans, as outlined in this report. After project end, the
    developers will further enhance their product portfolio, also offering ASP (Application
    Service Providing) solutions and consultancy to customers. The end users will continue using
    the system to realise anhancements in their business processes, and the academic institute will
    benefit from knowledge and experiences gained during the project.




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    7          Literature

    Appelt, W.: WWW Based Collaboration with the BSCW System, in Proceedings of
    SOFSEM'99, Springer Lecture Notes in Computer Science 1725, p.66-78; November 26 -
    December 4, Milovy (Czech Republic)

    ComputerWire: http://www.computerwire.com/cgi-bin/show?article=v2,a,u,r,g,u,x,w,x,k,j,b;
    Technology and Standards: Enterprise Portals - Market Overview; Page 1425; Issued on 23
    May 2001.

    DYNOCA Consortium: Annex 1, Description of Work, Preparation Date: 7 October 1999.

    DYNOCA Deliverable D1: Report on end-user requirements of end-user 1; Preparation Date:
    June 2000.

    DYNOCA Deliverable D2: Report on end-user requirements of end-user 2; Preparation Date:
    June 2000.

    DYNOCA Deliverable D3: Consolidated DYNOCA end-user requirements; Preparation Date:
    July 2000.

    DYNOCA Deliverable D4: Reference Model for Dynamic Networked Organisations in the
    Consultancy/Agency Sector; Preparation Date: August 2000.

    DYNOCA Deliverable D5: Reference Model for Modular Software Systems to support
    Dynamic Networked Organisations; Preparation Date: September 2000.

    DYNOCA Deliverable D6: Description of Pilot Scenario; Preparation Date: January 2001.

    DYNOCA Deliverable D7: Specification of DYNOCA System; Preparation Date: January
    2001.

    DYNOCA Deliverable D8: First DYNOCA Prototype System; Preparation Date: July 2001.

    DYNOCA Deliverable D9: Intermediate Project Report; Preparation Date: May 2001.

    DYNOCA Deliverable D17: Project Presentation; Preparation Date: April 2000.




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    8          Annex: Consortium Agreement




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posted:7/5/2013
language:Latin
pages:32
caifeng li caifeng li
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