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Product & Technology Roadmapping for Future Growth:
Linking Markets, Products and Technology
(Extracts)
A Management Roundtable Executive Workshopwww.ManagementRoundtable.com
Often it is asked: what does a roadmap look like – what comes out of the end of the process?
The answer is not a single format, the CFTP®roadmapping approach is a framework in which to collect relevant information, distill it into the critical dimensions needed to plan (the landscape map) and then use it to drive informed decisions about where to invest in products and technologies. The route map summarizes those decisions
The following pages, extracted from the two day course sponsored by Management Roundtable, explains the different purposes of roadmaps and gives a few examples of the two main outputs.
Note: your output will likely differ, depending on your purposes, existing planning frameworks, and type of mapping activity pursued.
Roadmaps visually link product/service targets and technology investment implications - over time.
Three types of roadmaps: Industry roadmap: forecasted technology path
developed by industry members
Landscape map: shows links between technical capabilities, business drivers, and competitors over time
Route map: shows the chosen direction over time for an organization’s products and technology base given external conditions and the organization’s objectives
Source: A roadmap for mobile and wireless systems beyond 3G, Euroscomweb site
Figure 2: Technology roadmap for systems beyond 3G
Traditionally done by cross organizational teams, often sponsored by government or industry associations, they provide an inventory of available technologies in an area of interest.
these can be useful inputs into he roadmapping processes used by organizations for themselves
If lacking, you may want to develop these as adjuncts to your planning
Landscape maps link together market and technology factors addressing current and future products and services: What product or service characteristics affect purchase/use decisions –
what do your customers value and why?
How can technology be used to provide or improve these characteristics – what is the role of technology?
How mature are the needs and technologies – are there opportunities for disruptions?
Profile the competitors capabilities – can you gain an advantage?
A generic CFTP® landscape map follows – it collects into one graphic all the critical information needed to drive informed decisions about what is possible; selection requires additional information that is covered separately.
The ‘Route Map’ is a summary of the planned migration of products, services and technologies over time in response to expected shifts in the market.
Major components: We plan to acquire this particular technical expertise Using these means (development, license, alliance, etc) In this time frame To enable us to provide these operational, product or
The CFTP® framework provides a way to collect, agree upon, and distill critical information on customers, technology, and the external environment before ideas are generated.