The Commercialization of the Network

Commercialization is the process of introducing a new product into the market. The actual launch of a new product is the final stage of new product development, and the one where the most money will have to be spent for advertising, sales promotion, and other marketing efforts. In the case of a new consumer packaged good, costs will be at least $ 10 million, but can reach up to $ 200 million. In general one can say that it will cost about a dollar for each dollar of sales turnover achieved.
"Most Technology-based inventions never go beyond the conception stage.The lightbulb in the mind gets lit often, but only occasionally does it leave a trace"[Jolly.
Commercialization is often confused with sales, marketing or business development. The Commercialization process has three key aspects:
1.0 The funnel. It is essential to look at many ideas to get one or two products or business that can be sustained long-term 2.0 It is a stage-wise process and each stage has its own key goals and milestones 3.0 It is vital to involve key stakeholders early, including customers. (From Wikipedia, the free encyclopedia)

Example for Commercialization
For example, when Germany's Siemens unveiled its new fashion mobile phone brand, Xelibri, in 2003, the main thrust of Xelibri’s launch strategy was to establish credibility as a fashion brand. Xelibri hosted the opening party of the London Fashion Week to which celebrities and opinion-leading editors and journalists of the fashion press were invited to celebrate “Xelibri’s birthday party”. This, together with other selected fashion events and a comprehensive PR campaign, drew huge media attention, including the support of fashion industry influencers, while creating high brand and product awareness […] Advertising was used to sustain the high brand awareness already created by other communication tools; TV and cinema ads served to reinforce Xelibri’s fashion statement. Being positioned as a fashion accessory, upmarket department stores like Selfridges in the UK and Peek & Cloppenburg in Germany, that did not sell mobile phones before, were used as the primary distribution channel for this new line of phones.


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