What is the price module, how semantic set the price and is it based on market or cost? Is there any possibilities we could have any finance relative information? such as the source of funding and turnover each year?

Software is traditionally sold as a licence to use with renewable annual fees. The client may choose to install their copy of the software in-house. We also offer it as software as a service (SaaS) from a cloud provider – Amazon, Azure, etc. Organisations rarely own software unless they pay to have a bespoke solution build for them.
We, the Cognitive Software Group (CSG), are looking to commence marketing our software globally later this year. That is why we are seeking an IMP.
CSG believes that there is a strong international market for our products.
It is quite possible that different regions may have different applications for our software. Students therefore, may choose to focus globally in preparing their IMP or they may focus on a region if its market characteristics or opportunities are unique in some way.
B2B
Optionally, consider how CSG ‘s products might be bundled with other AI products as a collective offering to the market or a market segment.
Optionally consider whether our products might be used as an engagement aid for a consulting company.

Attachments:

Software is traditionally sold as a licence to use with renewable annual fees. The client may choose to install their copy of the software in-house. We also offer it as software as a service (SaaS) from a cloud provider – Amazon, Azure, etc. Organisations rarely own software unless they pay to have a bespoke solution build for them.
We, the Cognitive Software Group (CSG), are looking to commence marketing our software globally later this year. That is why we are seeking an IMP.
CSG believes that there is a strong international market for our products.
It is quite possible that different regions may have different applications for our software. Students therefore, may choose to focus globally in preparing their IMP or they may focus on a region if its market characteristics or opportunities are unique in some way.
B2B
Optionally, consider how CSG ‘s products might be bundled with other AI products as a collective offering to the market or a market segment.
Optionally consider whether our products might be used as an engagement aid for a consulting company.

Attachments:

Background

Software is traditionally sold as a licence to use with renewable annual fees. The client may choose to install their copy of the software in-house. We also offer it as software as a service (SaaS) from a cloud provider – Amazon, Azure, etc. Organisations rarely own software unless they pay to have a bespoke solution build for them.

We, the Cognitive Software Group (CSG), are looking to commence marketing our software globally later this year. That is why we are seeking an IMP.

CSG believes that there is a strong international market for our products.

It is quite possible that different regions may have different applications for our software. Students therefore, may choose to focus globally in preparing their IMP or they may focus on a region if its market characteristics or opportunities are unique in some way.

B2B

Optionally, consider how CSG ‘s products might be bundled with other AI products as a collective offering to the market or a market segment.

Optionally consider whether our products might be used as an engagement aid for a consulting company.

Also, the IMP marking rubric requires students to include a focus on CSR, ethics and sustainability.

Dr Buchanan’s suggestions and comments

I understand that, being an unlisted public company, finding specific information over and above that already given to you by the company, is very difficult indeed. As you have intimated, I would suggest you do not spend very much time on this section over and above what the company has already given you, as there is not much weighting given to this in the rubric. The majority of marks are on your research and analysis and development of cutting edge marketing mix strategies and tactics/implementation. The focus and inclusion of CSR and ethics throughout your research, analysis and recommendations is also a substantial component of your marking rubric.

Students should only include those factors they feel are pertinent to that section of their IMP and should feel free to include other factors that are not included.

A few of the students asked what the ‘product’ was that they are writing their IMP on. I explained that, being a service and therefore intangible, it was difficult to explain but that you had provided a number of documents that sought to explain exactly what your ‘product’ is.

Is there a document that explains, in layman’s terms, exactly what the ‘product’ is that the students are marketing internationally?

 

 

CSG Response

The cognitiveAI Platform comprises two major products, Knowledge Management and Data Management.

The TripleStore is where the rendered data are stored.

The ontology library is where all relevant ontologies for the domain are stored.

The Pruner enables an SME to reduce the size of a large ontology to those areas within the ontology that are relevant to the SME’s area of interest or responsibility.

The Validator ensures that the referential integrity of the ontology has been maintained after the SME has pruned it.

From a marketing perspective, it is not necessary to understand how the technology works.

The features and functions are as per the brochure that you included in this email.

You may also visit the company website for more information.

Software is traditionally sold as a licence to use with renewable annual fees. The client may choose to install their copy of the software in-house. We also offer it as software as a service (SaaS) from a cloud provider – Amazon, Azure, etc. Organisations rarely own software unless they pay to have a bespoke solution build for them.

The processor is able to take data from a variety of sources, including legal relational databases, and store as Triples in the TripleStore. That data is then able to be queried. It is the responsibility of the users to determine who should access the data. If the majority of the data is highly sensitive then it is incumbent on the client to implement an on-premise (inhouse) solution so that their sensitive data is not exposed to third parties.

 

Q and A

  • What are the types of data which the company collected ?

Data comes from a variety of source types. Structured data is that traditionally found in relational databases and all organisations have huge amounts of it. It is often referred to as legacy data as it exists within the organisation’s legacy applications. Semi structured data is found in word documents, PDFs, etc. where the text is relatively free form but is formal in its structure – written English, for example. These documents have some structure – author, title, date written, etc.

Unstructured data is generally found in social media – Facebook, twitter feeds, images, for example. They contain emoji, sarcasm, abbreviations and are without any recognisable structure.

Semi-structured and unstructured data require extensive National Language Processing (NLP) in order for a computer to be able to make sense of the data.

  • What is your original targeting customers?

We released a product called Ontocuro (now Knowledge Management) about 2 years ago, as a trial, on Amazon Web Services (AWS) and provided it free to anybody who wished to enrol. Our purpose was to determine the extent of the need for the product prior to releasing the full product, CognitiveAI. The trial was successful with over 70 enrollees across a broad spectrum of business organisation – Govt, universities, private enterprises.

CognitiveAI is a B2B platform so our target market is Government departments especially Defence, police, intelligence services; universities; the e-health sector; banking and finance.   This is not an exclusive list, merely the most likely to engage initially.

  • Semantic computing can be understood like a service, however, what is the specific steps to provide this service to customers?

CognitiveAI is available as a cloud/web service on AWS, and other platforms such as Azure, Oracle cloud. For those organisations which wish to keep their data in-house (and many government and financial organisations will) we offer the software on an initial licence fee and annual maintenance basis. This is the most common model for software purchases.

I have enclosed a couple of slides which may help you understand where our platform sits within the AI environment.

  • Government and financial institutions will be the most important customers compared with other customers?

Government and fintech are the most likely major customers but there is much interest from the health and education sectors. I would not focus too narrowly but at the same time, not waste effort of outlier opportunities

 

  • Would you provide more information about key executives? educational level, professional background, experience about entrepreneurship, story about creating CSG idea about create CSG and etc.

If you click on the Semantic Team link and then on any photograph it provides much detail on the education and technical backgrounds of the key staff. Many of the staff have decades of IT and entrepreneurial experience as well as degrees.

  • Would you like to provide some main competitors in Australia market?

Our interest is in global competition rather than local. We are of the view that there is limited competition in Australia apart from IBM’s Watson which actually addresses customer needs from a different perspective.

 

  • What patents and copyright or trademarks does CSG hold?

Patents Portfolio

The current Platform is support by a comprehensive patent portfolio. Between 2012 and August 2017, twenty-eight patents applications were submitted to the US and Australian Patent Office, with a number of patents awarded. More patents are being developed and more functionality based on these patents is being added.

The Company has patents either issued, extended or pending (Australia and USA) in the following areas:

 

  1. Data Management
  • 13/590,139    Content Transfer
  • 13/590,163    Content Transfer manipulations
  • 13/494,951    Metadata manipulation in Content Transfer
  • 62/135,560    Semantic Knowledge Base
  1. Data Interoperability
  • 7,464,099       Method and System for transferring content from a database to a file
  • 8,615,483       Method and System for transferring content from a file to a database
  • 13/494,957    Database to Store Content Transfer
  • 13/494,960    Database to Database Content Transfer
  • 9,720,988       Store to Database Content Transfer
  • 13/494,964    File to Store Content Transfer
  • 13/590,160    File to Database data select
  • 9,679,035       Content Transfer file format
  • 9,607,064       Database to file data select in Content Transfer
  • 9,317,573       Exceptions management in Content
  • 9,378,257       DTD Identification
  • 13/494,946    Mark-up Language in Content Transfer
  • 13/494,966    Parallel Processing of Content Transfer
  • 13/590,153    Inferential Mapping
  • 13/590,158    File to store content manipulation
  1. Ontology Development
  • 15/306483      Ontology Browser and Grouping Method and Apparatus
  • 15/306,478    Ontology Aligner Method, Semantic Matching Method and Apparatus
  • 15/306,483    Ontology Grouping (Pruner) Method and Apparatus
  • 15/306478      Ontology Aligner Method and Apparatus add terms from one ontology to another
  • 15/310,751    Putative Ontology Generating Method and Apparatus
  1. Ontology Management
  • 14/332,237    Ontology Index for Content Mapping
  • 15/301,357    Ontology Mapping Method and Apparatus
  • 15/306483      Ontology Browser and Grouping Method and Apparatus

 

  • What are the company’s operating revenues for the past there years ? Provide annual financial report ?

We only provide financial information to investors. In terms of the IMP, current financials are probably not relevant as we are seeking to expand into international markets, not local ones

 

  • What R&D activities does the company conduct? What percentage of revenue is spent on R&D?

This is a very commercially sensitive area so I can’t be more specific. Annual R&D expenditure is in excess of $2m

  • Design and development of semantic data processing and ontology generation capabilities
  • Design and development of ontology refinement, matching, and integrity verification capabilities
  • Design and development of information handling, extraction, and security capabilities

 

  • Does the company have the enough funds to support an effective market expansion? If have, what is the range of budget?

The company is in the process of raising capital for global expansion. Your plan should include a recommended budget or budgets. You asked whether the amount is sufficient to be effective. I believe your recommendation should cover that.

  • Do your company has associated organisations or partners?

We do not have any formal partnership arrangements. We liaise with cloud providers such as AWS (which currently hosts our platform), Oracle and Azure. We also regularly are in contact with Australian System Integrators such as Accenture, KPMG, Oracle and Deloittes.

  • Who are your main competitors in the Australia?

Our interest is in global competition rather than local. We are of the view that there is limited competition in Australia apart from IBM’s Watson which actually addresses customer needs from a different perspective

  • Who is your main customer group in the Australia? (target market)

Government and fintech are the most likely major customers but there is much interest from the health and education sectors. I would not focus too narrowly but at the same time, not waste effort of outlier opportunities. Please remember that it is an International marketing plan that you are required to produce.

  • Is The cognitiveAI Platform an operational platform which Knowledge Management and Data Management are the main functions? So are “RDF Triple Store” and “ONTOLOGY library” the two key sections in the platform? “Pruner”, “Validator”, “Visualiser” the functions that appears on user’s operation platform? How do “Pruner” and “Validator” work? Are there other features or functions?

The cognitiveAI Platform comprises two major products, Knowledge Management and Data Management.

The TripleStore is where the rendered data are stored.

The ontology library is where all relevant ontologies for the domain are stored.

The Pruner enables an SME to reduce the size of a large ontology to those areas within the ontology that are relevant to the SME’s area of interest or responsibility.

The Validator ensures that the referential integrity of the ontology has been maintained after the SME has pruned it.

From a marketing perspective, it is not necessary to understand how the technology works.

The features and functions are as per the brochure that you included in this email.

You may also visit the company website for more information.

 

  • Is the product going to be licensed to customers (companies), and how do they access the product? By installing the software or access it via Semantics’ server in Australia?

Software is traditionally sold as a licence to use with renewable annual fees. The client may choose to install their copy of the software in-house. We also offer it as software as a service (SaaS) from a cloud provider – Amazon, Azure, etc. Organisations rarely own software unless they pay to have a bespoke solution build for them.

  • How can it be connected to client’s database? Does it need to be integrated into a firm’s date base they use? Will the confidential of the database be a problem if the software is accessed via Semantics’ server?

The processor is able to take data from a variety of sources, including legal relational databases, and store as Triples in the TripleStore. That data is then able to be queried. It is the responsibility of the users to determine who should access the data. If the majority of the data is highly sensitive then it is incumbent on the client to implement an on-premise (inhouse) solution so that their sensitive data is not exposed to third parties.

  • Do you mean Triple Store is the storage for the data, are they all structured data which is from external sources that can be used for analysis?

For the Ontology library, is it structured internally, which has been set the rule to describes the relationship between ontology and its description in different ways? Ontology library uses its rules to analyse the data stored in Tripe Store, is this their relationship?

In a TripleStore, the data is stored in RDF/XML format as a Triple – subject, predicate, object (three parts, hence the name triple).

Data can be sourced from anywhere – legacy systems, social media, Internet of Things – and be in any source format – structured, semi structured, unstructured. By the time is has been rendered as RDF, it is all then in the same format in the TripleStore.

An Ontology contains the concepts and the concepts’ meanings, relationships and rules. It is often stored in RDF format.

The library contains a number of ontologies, generally related by one or more overlapping areas of interest.

The data in the TripleStore is queried and analysed using a query language – SPARQL. Ontologies are an integral part of that query because they contain the context, meaning and relationships between the data. It is quite common for the queries to use more than one ontology because the data being queried may have come from more than one source. Each source may have different meanings, contexts, relationships and rules.

  • Could you explain your company’s key departments and their relationship? How many employees do you have?

16 employees.

Departments:

Research and Development

Software Development

Sales and Marketing

Quality Assurance and Testing

Infrastructure and Technical Support

Management

R and D researches, develops hypotheses, prototypes and tests using the standard scientific method.

If successful, the design is passed to the Software development team who build a specification, and then a development commercially robust software solution.

QA and Testing then test the solution to ensure that it works and meets the company standards for coding, user experience and robustness of code.

Sales and Marketing is self-explanatory, as is Infrastructure and Tech support.

No-one knows what management does 😊

  • Is it rebrand into Cognitivesoftware as it seems dump to cognitiveAI before.

We released Ontocuro (now Knowledge Management) about 12 months ago, as a trial, on Amazon Web Services (AWS) and provided it free to anybody who wished to enrol. Our purpose was to determine the extent of the need for the product prior to releasing the full product, CognitiveAI, which was released at the end of July 2018. The trial was successful with over 70 enrolees across a broad spectrum of business organisation – Govt, universities, private enterprises.

CognitiveAI is a B2B platform so our target market is Government departments especially Defence, police, intelligence services; universities; the e-health sector; banking and finance.   These are not the exclusive list, merely the most likely to engage initially.

CognitiveAI will be available as a cloud/web service on AWS, and other platforms such as Azure, Oracle cloud. For those organisations which wish to keep their data in-house (and many government and financial organisations will) we offer the software on an initial licence fee and annual maintenance basis. This is the most common model for software   purchases.

 

  • Is it Cognitive AI share the same concept as PaaS, such as Oracle cloud and Amazon AWS.

Software is traditionally sold as a licence to use with renewable annual fees. The client may choose to install their copy of the software in-house. We also offer it as software as a service (SaaS) from a cloud provider – Amazon, Azure, etc. Organisations rarely own software unless they pay to have a bespoke solution build for them.

 

  • What is the price module, how semantic set the price and is it based on market or cost? Is there any possibilities we could have any finance relative information? such as the source of funding and turnover each year?

The company does not release financial information. I believe that the IMP should consider competitors’ pricing and may recommend a pricing structure

 

  • Which industry is semantic’s main focus in this year 2018, both in sales and product development as well.

The IMP may include suggestions on target markets for sales and product development

 

  • The best sales of the products of semantic?

Again, the company does not release such information

 

  • I guess I was wondering if you might be open, or adverse to, liaising with another company in the provision of your product.

Absolutely not averse to partnerships.

  • Who are your competitors?

Our interest is in global competition rather than local. We are of the view that there is limited competition in Australia apart from IBM’s Watson which actually addresses customer needs from a different perspective.

  • What is your main advantage? Do you have something that differentiates yourself from the competition?

Patents and The cognitiveAI Platform which comprises two major products, Knowledge Management and Data Management.

  • You don’t talk about price. For example, how much is it on average the license + the amount per year?

Software is traditionally sold as a licence to use with renewable annual fees. The client may choose to install their copy of the software in-house. We also offer it as software as a service (SaaS) from a cloud provider – Amazon, Azure, etc. Organisations rarely own software unless they pay to have a bespoke solution build for them.

  • Who are your current clients? Who do you target? (B2B but what types of companies?

Government and fintech are the most likely major customers but there is much interest from the health and education sectors. I would not focus too narrowly but at the same time, not waste effort of outlier opportunities.

  • Are we supposed to make an IMP for the company CSG as a whole or for a product CSG is developing named The cognitiveAI Platform?

IMP is for the product set The cognitiveAI Platform, which exists

  • I have noticed that you have changed your website and company name to Cognitive Software, so when we do our IMP should we follow the new website or the old one?

Either is perfectly acceptable

  • In the Marketing Plan Agenda distributed in class, we saw that Section1: Executive Summary – Intro to Artificial Intelligence, and Section2: Market Size and Opportunity are in red text. Does that mean we do not have to prepare those sections?

At the bottom of the slide deck are three slides which contain some information about those two topics in red and some links for further reading. These are provided to give you some help and direction in preparing your responses.

  • Also, could you list a few of your competitors so we can provide a better Analysis?

Our interest is in global competition rather than local. We are of the view that there is limited competition in Australia apart from IBM’s Watson which actually addresses customer needs from a different perspective

  • Therefore, the question is I still need to make clear about “ CSG How to provide services through collected data?” “ And those customers (business institution) use the services to solve what kind of questions?”

The CSG platform is exactly that, a suite of applications that provide a platform to enable a business to analyse its data in a non-traditional way.

The questions, insights, and possible solutions are entirely determined by the organisation, not by CSG.

  • What kind of problems that CSG to solve for business

CSG does not solve problems, it provides a platform (software and the organisation’s data in an analysable format) whereby an organisation can attempt to solve whatever problems it chooses to.

  • I can’t seem to find any information about the USP of the product set, nor about the stage of product life cycle. Please give me some pointers if possible.

No unit sale price has been set. Feel free to provide suggestions, based on your market research. Product is ready to be launched (1st June 2018). As with most software, there will be regular releases of the product as enhanced functionality is included in subsequent versions.

  • By USP I meant Unique Selling Proposition, or does USP on the slides mean Unit Sale Price? Also, I cant seem to find any information on the cost of developing the product. I was thinking about a subscription based pricing strategy, where the business using the product pays CSG a monthly fee for use of the product. Do you think that’s feasible for a product like the cognitiveAI Platform?

Unique selling proposition is something for you to determine in your IMP. Please remember that this information is provided in confidence. Please do not share it with anyone. We have spent about $13 million on research and development of the product. Subscription based pricing is definitely a consideration. PoolParty has pricing for such a model that you may wish to review.

  • In order to do a break even analysis I will need information about the fixed and variable costs incurred by CSG. Or are we meant to make up our own numbers and analyze based off that? Alternatively, can I use the costs of competitors in my chosen target market as a base for creating my figures?

Please feel free to use competitors’ cost bases or create your own, whichever you are comfortable with.

  • For a better quality of budget planning and other sections, if you don’t mind, would you like to provide me with information about the price of your AI software and recent sales performance in your company? This will very helpful for this international marketing plan and ensure it practicability and authenticity. Thank you very much!

No unit sale price has been set. Feel free to provide suggestions, based on your market research. The product was launched in July 2018. The company does not release financial information. I believe that the IMP should consider competitors’ pricing and may recommend a pricing structure.

  • i was hoping you could give me a little more information about your company and the technologies you have been developed with the collaboration of Artificial Intelligence and SEMANTIC COMPUTING.

The technologies are as described in the material that we handed out at the presentation night. Specifically, we take data from a variety of source formats, render it as RDF, create a putative ontology from the source schema and some analysis of the data, and populate the triple store with the data. AI is an overarching term that embraces many techniques including Machine, Learning, Natural Language Processing, deep learning, neural networking, etc.  Semantic Software APAC uses several of these techniques in our technology platform.

  • For expansion of china, does CSG have Chinese Corpus? Or CSG need to set up corpus when it decide come into china?

CSG has not specifically addressed the Chines market at this time. You may choose to include some suggestions regarding that market in your IMP. Remembering that the assignment is for a global marketing strategy.  If you choose to focus on a specific market, you may need to justify why you did that.

 

  • For how long has the company been planning to rebrand itself?

About six months

 

  • what’s the next plan related to the funding of the company?

Investors plus sales revenue

 

  • Are there any plans for introducing new flagship product in the new market or the existing product will be the USP of the company?

Continuously improving the current product set, plus developing new products. Some of which may be incorporated into the existing set and others will be standalone