ET4066 ET5066 Project Management in Telecommunication Services

Avoid the monopolistic power of a single source.

3 Synthesize knowledge in the form of rules thereby reducing the dependence on rare
technical expertise.
Timing of Standards
By relating the type of standards to the technology S-curve, it may be also possible to evaluate
whether standardization make any sense.
One consideration is the timing of the standard, which can be considered on the basis of either:
A. The marketing needs of a specific product or
B. The evolution of the technology itself.
Standardization, Marketing Perspective (1)
With the introduction of a product or a service in mind, standards can be anticipatory,
enabling (participatory), or responsive.
Standardization within the product or service life cycle

Need

Responsive
standards A nt i c i pat or y
s t andar ds

I
Enabling
s t an d ar ds
I
P roduc t
or s erv i c e

I
Standardization, Marketing Perspective (2)
This model gives us an appreciation of the relationship of the standard to the market
development-that is, time to market, time to scale, and time to profitability.
The cycle starts when the need for a product or service arises irrespective of whether the
anticipatory standard is in place or would have to be developed.
o Anticipatory standards are essential for the widespread acceptance of the product or service.
o Enabling (participatory) standards proceed in lock step with the introduction of the product
.4 or service.
o Responsive standards codify a product a product or service present in the market or
the expected qualitydefine
of a service and performance level of technology.
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ST: Telecommunication Engineering Research Group Pau :6