Showcasing the best

in grassroots technologies
from those who dare to
innovate
Dareware Executive Summary I*
• Dareware is an initiative set up by France Telecom to discover,
invest in, incubate and take to market the best new innovations
ahead of its competitors;
• Dareware will display FT's commitment to innovation, and therefore
will be recognised as the ‘owner’ of innovation in the minds of the
market and internally;
• Dareware will create an innovation network which will result in
commercial opportunities for FT and innovators alike;
• Through Dareware FT will gain advanced knowledge of technology
trends which will allow us to focus our internal efforts more
productively;
• Dareware will thereby inspire a more open and innovative culture
within the FT Group.
* Every point in the summary is supplemented by an appendix which provides more detailed information
Executive Summary II*
• Dareware will be an invitation-only annual two-day expo, the first of
which will take place on 14-15 September 2005 in London, UK.
– It will showcase the best 60-80 new technology innovations aligned with FT’s needs;
– Winners in each category will be selected by an FT panel with a commitment to providing a
route to market for the chosen products (that is, only after the appropriate technical and
customer tests have been undertaken):
– Funding may form part of the prize.
• The Dareware Expo will consist of two days:
– Day one would be for senior staff only (Heads of product marketing, Technology and
Innovation, Domain Heads from DR&D etc);
– Day Two would be open to staff from Wanadoo UK, Orange UK, DR&D, partners and other
selected third parties.
• The event would combine a 'trade show' with innovation 'think-tank'
sessions, press briefings, keynote speeches and a technology
showcase party on the final night.

* Every point in the summary is supplemented by an appendix which provides more detailed information
Dareware Executive Summary III*
• The target participants will be start-ups, entrepreneurs, independent
'technologists', developers, open-source programmers, designers,
under-the-bonnet ‘hackers’, geeks, university and college faculty
staff, and under/post-graduate students.
– Interested parties will submit their ideas to the Dareware website, and an internal FT panel
will filter and select the very best solutions for presentation at the event expo
• Dareware will establish an organisation involving selected sponsors
and partners (including VC funds) to contribute to an annual sum of
money which will be used as Dareware bursaries;
– The top technology or solutions deemed most innovative on the day of the Expo (according
to a panel of judges and votes cast by attendees) will receive such bursaries as well as other
legal and logistical support
• The event costs will be in the region of £600,000;
• At least 40-50% of costs can be raised through sponsorship.

* Every point in the summary is supplemented by an appendix which provides more detailed information
The Content of Dareware
• Dareware will be organized around seven innovation streams.
Submissions must be aligned with one or more of these categories:
– Entertainment: music, photos, VoD, IPTV, games, gambling, DRM, content
management, payment systems;
– Mobility: ubiquitous computing environments, locative systems, 3G services, agent
technologies;
– Availability: P2P, grid, task and utility computing, service-oriented architectures, network
storage;
– Connectivity: home networking, wireless LAN, mesh networking, multi-service
platforms, security, remote access;
– Communications: IM and presence-based platforms, social networks, VoIP, video
telephony, email, anti-spam;
– Creativity: blogging and personal publishing, automated media creation, collaborative
tools, connected toys, microcontent;
– Productivity: digital identity, search and information retrieval, semantic web and
metadata, new application development.
Dareware and the 'Livebox Lab'
• Under the auspices of Paul-Francois Fournier, a 'Livebox Lab' involving small
companies and start-ups (many of which are FT spin-offs) is being established in
France as a means of creating an innovation ecosystem around the Livebox;
• The 'Livebox Lab' will be established by June 2005 and has three objectives:
– Create a Forum for sharing and developing a vision for the future Livebox and home network;
– Define APIs that are relevant for developers to innovate around new services on the Livebox as a
platform;
– Create a fund to underwrite key projects that emerge from the 'lab'.
• The 'Livebox Lab' will be extended beyond France and will be a subset of Dareware
which will operate as the umbrella innovation network for the FT Group as a whole;
• Projects or companies chosen by the Livebox Lab will exhibit during Dareware events;
• During Dareware, the 'Livebox Lab' will run workshops explaining the strategy and
objectives of the 'Livebox Lab'.
Dareware Governance
• Dareware Internal Steering Committee
– Representatives from DR&D, Orange, Home, Innovacom et al under the chairmanship of an
Excom member.
• Dareware Internal Event Team
– Event Manager (responsible for logistics; is the senior project manager for event)
– External Communications Manager
– Sponsorship Manager
– Programme manager
– Technical manager
• Internal Selection Panel
– Made up of relevant representatives from all Bus plus DR&D
– Responsible for selecting 60-80 innovations for all submissions, aligned with FT roadmaps
• External Event Agency
– The Alternative Agency (FT TOP-sourced)
– Can manage up to 95% of workload (reflected in costs)
• Judging panel
– Six senior staff from FT, partners and sponsors, will select seven winners during event
– The judging work will be prepared in advance by the Internal Selection Panel
 Dareware 2005 Project plan
April Engage event agency
Book venue and resources
Identify speakers, sponsors and relevant press
Brand development and marketing plan
Engage external support network (VC funds, DTI, banks etc.)
Secure internal commitment and budgets from stakeholders
Establish internal project team, steering group, selection panel and attend the 'Livebox Lab'
founding meeting in Paris
Agree selection process and criteria, legal contracts and indemnities

May Begin online and offline marketing programme

Set up Dareware website and registration mechanism
Plan event programme, collateral, production, technical logistics
Finalise invitee list
Identify and engage fund management team, identify and secure funding partners

June Plan and produce event content

Conduct exhibitor selection process
Internal FT marketing, logistics planning
Agree funding terms, incubation process, FT business compliance

July Sign off final exhibitor list

Contact exhibitors and manage attendance process
August Sign off on all milestones
September Event launch, press briefing, FT attendance, winners and awards
Post-event press and publicity follow-up including establishing the Dareware Network/Partnership
programme
Dareware Post-event
• October-March 2006
– Technical due diligence, product evaluation, yes/no decisions
– Manage the Dareware Trust and Network
• April-August 2006
– Product/service development, business incubation, contracts
– Dareware 2006 planning
• Sept 2006
– Product launch
– Dareware 2006 in a venue to be decided (Paris, Madrid, Amsterdam…)
Appendix I: Cost estimates
• The costs below are estimates and reflect the assumption that an
FT-approved agency (The Alternative Agency) would be providing
100 per cent of the services required and that FT would be providing
minimal or no assistance in the organisation. Costs would be
amended/reduced if aspects of the branding, marketing, event
management and production were brought in-house.
• Although it should be presumed that 100 per cent of costs will be
funded by FT, in reality approximately 50%+ of costs could be
absorbed through sponsorship deals. Based on the sponsorship
packages and rates outlined below, maximum sponsorship revenue
could total in the region of £427,000.
• Brand development from £45,000
• Online and offline marketing from £180,000
• Event programme costs: £534,001
Appendix II: Event budget summary
• Event cost estimates are based on identification and costing of seven individual
key processes, as shown below. A more detailed breakdown of activities for each
process is available.
– Process one: overall project management
Cost: £47,850
– Process two: identification and selection
Cost: £23,425
– Process three: communications design and production
Cost: £24,341
– Process four: delegate management, logistics, venue and catering
Cost: £113,005
– Process five: editorial messaging and content development
Cost: £7,000
– Process six: performance, speaker presentation management and software production
Cost: £35,700
– Process seven: production and staging – pre-event and on-site
Cost: £243,966
• Total event programme costs: £495,287
– 5% procurement on bought-ins: £13,286
– 5% contingency: £25,428

• Total: £534,001
Appendix III: Marketing breakdown
• Creating and establishing a Dareware 'brand':
– Includes:
– Overall brand and proposition development
– Creation of Brand Guidelines and the language we use
– Our mission statement, goals and values
– Prices start from £80,000
• Marketing Dareware to the innovation community
– Includes:
– Brand Strategy, positioning and identification of target segments
– Identifying and establishing channels of communication
– Hygiene factors
– Prices start from £45,000
• Marketing activities online and offline
– Student/university awareness road show from £50,000
– University Art Installation activity from £5,000
– Online Viral games and email activity from £25,000
– Press advertising from £15,000
– Creation of a DAREWARE website from £40,000
– Total marketing costs: £180,000
Appendix IV: Sponsorship (I)
• Based on the sponsorship packages and rates outlined below,
maximum sponsorship revenue could total in the region of
£427,000.
• Initial brief research, undertaken by The Alternative Agency, already
shows that a number of potential sponsors are extremely interested
in participating in a ‘technology innovation event’. These include:
– HSBC Bank
– Mitsubishi
– Gibson Guitars
– Take Two/Rockstar Games
– Stella Artois
– Hoegaarten
– Starbucks (also keen to showcase their ‘Aromalab’ technology)
– Pioneer
– Redhat
Appendix IV: Sponsorship (II)
• The sponsors will be selected for their perceived association
with innovation, and relevance to the respective sponsorship
area. Sponsorship packages will be derived from the
proposed event structure, and will provide a wide range of
opportunities for interested parties.
• Levels* will be:
– Platinum: £70,000
– Zone sponsorship: £35,000
– 'Think-Tank' sponsorship: £20,000
– Party sponsorship: £6,000
– Chill-out/play area sponsorship: £8,000
– Networking/coffee area sponsorship: £8,000

* Each level will include a package of privileges too numerous to include at this point.
Appendix V: Marketing Dareware to the
target community
• Marketing activities will encourage active discovery, rather
than passive consumption, utilising teasers and guerrilla
marketing to generate positive ‘word of mouth’ exposure
within hard-to-reach areas or social networks;
• This will ensure that the target audience enjoys a ‘found it
first’ status, ahead of the press and other media
professionals;
• Offline:
– Student road shows, flyposters, Flashmobs, celebrity endorsements
• Online:
– Dareware Website, Viral mail campaigns, social networks, Blogs and RSS,
Competitions
Appendix VI: Submission process
• Interested parties are invited to submit their initial ideas via
the Dareware website.
• These will be vetted by an expert panel and, those that
survive the selection process, will be invited to attend the
grand final in London.
• On the day, a panel of judges will choose winners in each
category;
• All successful candidates will have the opportunity to exhibit
and talk with senior business individuals, pitch ideas and seek
advice.
Appendix VI: Submissions process
• The online application process will require the following
information from candidates:
– Project name
– Short project overview (the ‘elevator pitch’)
– Longer overview, detailing the problems addressed and the solution provided
– Project status (whether a concept, demonstrator, prototype or finished product)
– Category selection from a pre-populated list
– Funding status (whether any funding has been provided to date)
– Patents filed
– Needs (what the exhibitor is looking for – funding, advice, distribution, resources
etc.)
– Any specific needs (e.g. hardware) during the event itself