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MT5016 – BUSINESS MODELS FOR HI-TECH PRODUCTS
– FISCHER TECH: SMART PLASTICS –
Chong Shen Long Marcus – (A0073907Y)Wong Wai Quen Timothy – (A0073882W)Zhou Ketuo – (A0147177X)
Are You One of Them??
• Just as you approach a door, you realize both your hands are occupied; your keys are in your pocket or purse.
• Then you say to yourself, “Should I lay the items down first , or should I hold on to them while I struggle to open the door?”…
Source: https://www.youtube.com/watch?v=ytal5fcRJKM
Problem Statement
• Currently, in order for one to gain access to a secured premise, one has to make use of a key of some sort…
Existing Modes of Door System
• 1. Traditional Key
• 2. Card Access
• 3. Biometric Access
▫ 3.1 Voice
▫ 3.2 Retina
▫ 3.3 Fingerprint
Drawbacks from Existing Door System
• Any security systems that are integrated with a door usually introduces an additional procedure for one to gain entry to the premise.
Type RequiresKey?
Level ofPhysical Interaction to Unlock Door.
Delay Time –Finding Key
Delay Time –Scan and Authentication Process
Level of Physical Interaction to Access
Cost
1. Traditional Key YES HIGH YES NO AVG LOW
2. Key Card YES LOW YES YES AVG MEDIUM
3. Biometric
3.1 Retina NO LOW NO YES AVG HIGH
3.2 Fingerprint
NO LOW NO YES AVG HIGH
3.3 VoiceRecognition
NO LOW NO YES AVG HIGH
Potential Solution Provider
• One plastic specialist manufacturing firm in Singapore has the technology as well as network capabilities to create a product solution.
▫ Fischer-Tech Pte Ltd
Prototype: iDoor Easy Access
iDOOR EASY ACCESS
• What is it?
▫ It is a combination of various mechanisms and technology…
Magnetic Lock Door Closer Mechanism Keyless Entry Technology
Smart Plastics
Step 1: Arrival of Raw Material –Poly Carbonate Sheet
Step 2: Imprinting the decorative ink and Indium Tin Oxide (ITO)
Step 5: Final Product after injection molding
Step 4: Singulation Process Step 3: Thermal/Vacuum Forming
Front View Back View
Smart Plastics
• How does it work?
iDOOR EASY ACCESS
Magnetic Module
Door Closer
Door Handle
Smart Plastic with
Integrated Circuit
Keyhole
• How does it work?
iDOOR EASY ACCESS
Source: http://www.nytimes.com/2001/06/07/technology/how-it-works-remote-keyless-entry-staying-a-step-ahead-of-car-thieves.html
iDoor Key
Module
Magnetic Module• Electric magnetic lock• Receiver Smart Plastic
• Establish contact with
the smart plastic to
release the electric
magnetic lock in
magnetic module
• How does it work?
EXISTING DOOR ACCESS - KEYLOCK
Go to the Door
Search for Key
Insert Key into Keyhole to Unlock
Pull Handle
Enter Secured Premise
KEYLOCK PROCESS FLOW:
CURRENT PROCESS:
• How does it work?
Go to the Door
Search for SmartCard
Scan the Card
Pull Handle
Enter Secured Premise
SMARTCARD PROCESS FLOW: CURRENT PROCESS:
EXISTING DOOR ACCESS - SMARTCARD
• How does it work better?
iDOOR EASY ACCESS
Go to the Door
Enter Secured Premise
iDoor Easy Access PROCESS
Establish Contact on Door Surface and Push
Search
Scan/ Insert
Pull Handle
Why Fischer-Tech?
• Has the potential to improve standard of living through its niche manufacturing capabilities and their Smart Plastic Technology
Overview
• Introduction to Fischer Tech Pte Ltd
• Business Model
▫ Competitor Profiling and Comparison
▫ Value Proposition
▫ Customer Selection
▫ Method of Value Capture
▫ Scope of Activities
▫ Strategic Control
Fischer Tech Pte Ltd
• Introduction to Fischer Tech Pte Ltd
▫ Established since June 1994
▫ Specialist manufacturer of high volume precision engineering plastic components for new electronic product innovations
▫ Also the designer and manufacturer of plastic injection moulds
Source: http://www.fischer.com.sg/
Competitors Profiling & ComparisonManufacturing / Niche Capabilities
Fischer Tech PteLtd
Yeakin PlasticIndustry Pte Ltd
Fuyu CorporationLtd
Fon Star InternationalTechnology Ltd
Mould Making x x x x
Thin Wall Moulding x x x
2-Shot Moulding x x x
Precision Moulding x x x x
Cosmetic MouldingTechnology
x
Rubber Moulding x x x
Robotic Spraying x x x x
Laser Etching x x x x
In-Mould Labelling x x x
Clean Room x x
Ultrasonic Welding x x
Smart Plastics x
Source: http://www.yeakin-plastic.com/; http://www.fischer.com.sg/; http://www.fuyucorp.com/; http://www.fonstargroup.com/
Value PropositionThin Wall Moulding
2-Shot Moulding
Source: http://www.fischer.com.sg/
Cosmetic Moulding Technology (CMT)
* Conventional Moulding * C.M.T (Weld Line Eliminated)
* Piano Black Finishing
In-Mould Labelling
Clean Room Process
Value Proposition
Smart Plastics
Source: FYP Industrial Collaboration (Fischer-Tech and NUS) Project Report 2013 – An Empirical Approach towards Capacitive Touch-Sensing in Functional Plastics
Potential Smart Plastics Application
Value Proposition
• Niche Manufacturing Capabilities
▫ C.M.T, Cleanroom, SMART PLASTICS!
• In a ideal position to solve many globalized problems with their Smart Plastics
▫ Seat Management System
Food Court, Buses, MRT and etc…
▫ Inventory Warehouse Management
Customer Selection
• Four Market Segments
▫ Automotive
▫ Consumer
▫ Computer Peripherals
▫ Medical Health Care
• Has a Diverse Range of Customers
▫ Including keys players in their respective industry
Diverse Range of CustomersMARKET
SEGMENTCUSTOMERS
Automotive
Lincoln
Honda
Nissan
Bosch
Siemens VDO
Stoneridge
Delphi
TRW
Visteon
Consumer
Cannon
Oakley
Apple
Hewlett Packards
NEC
Panasonic
Pioneer
JVC
Bosch
Sony Ericesson
Sharp
Morita
Computer
Peripherals
Celestica
Verifone
Methode Electronics
Medical Health
Care
Abbott
Baxter
Covic
Terumo
Menicon
Customer Selection - Automotive
• Eg. of product: Climate Control Module, Speedometer, Dashboard and etc…
• Why Fischer-Tech?▫ Combination of Smart Plastic with CMT
and IML gives superior aesthetic appearance and wear resistant
▫ Able to replace conventional door handle, buttons and lever on the climate control unit which gives the car a sleek and futuristic design
▫ Easy maintenance and provide greater sensitivity (can sense drivers wearing gloves)
Customer Selection – Consumer
• Eg. Integrated MP3 Sunglasses, Electronic Gadget Housing and even construction of UAV internal circuitry
• Why Fischer-Tech?▫ Ideal for consumer wearables (great aesthetic
appearance, good wear resistant ultra thin, lightweight and strong)
▫ Ergonomic use of resin (Anti-fingerprint and anti dust surfaces, rubberized exterior) materials to prevent stains, ensure better gripping and etc.
▫ Smart Plastics save space and reduce weight of UAV which enables it to increase payload (battery pack and surveillance).
Customer Selection – Com. Peripherals
• Eg. Digital video cameras, keyboard, mouse, microphone, touchscreen, printers, monitor, projectors, speakers and etc…
• Why Fischer-Tech?▫ Combination of Smart Plastic with CMT and
IML gives superior aesthetic appearance and wear resistant
▫ Ultra thin, light without compromising strength
▫ Specific use of resin materials such as anti-fingerprint, noise reduction enables noise reduction touch keyboard to be in-built in laptops and keyboards that are meant for quiet places like library
Noise Reduction Touch Keyboard
Prototype: Desktop Audio Unit
Customer Selection - Healthcare
• Eg. Syringes, IV Unit and many various medical equipment
• Why Fischer-Tech?
▫ Requires clean room processes to reduce defects and contamination
Value Chain
Plastic Resin SupplierDistributi
onChannels
PlasticApplicationIndustries
FischerTech
Functions• raw material
manufacture• different resin
manufacture
Functions• plastic formulation• convert resin to
plastic product
Functions• apply the plastic
components to thefinal product
Functions• Distribute the final
product to endcustomers
EndCustomers
/Users
WahSin
Scope of Activities
• Research &Development▫ Exploring and creating new hybrid resin materials with enhanced
mechanical properties, examples: Anti-fingerprint, dust and high temperature resistant plastics and etc…
▫ Exploring new manufacturing techniques to increase production yield and quality of product C.M.T plastics were created by them
▫ Rapid prototyping of their new resin recipe and manufacturing techniques. Successful trials can be put into mainstream production Functional Plastic is one of such example
• Manufacturing▫ Purchase resin materials from various suppliers to reduce the risk of
being over reliance on one▫ Bulk purchase, inventory management and standard production
operation
Scope of Activities
• Distribution Channel▫ By relying on their existing customers from the four market
segment for worldwide distribution
• Marketing Strategies▫ Advertising their company capabilities through engineering
convention shows ASEAN SME Showcase & Conference
▫ Online publicity through websites and strong referral from existing customers
▫ Collaboration with tech-giants to rise the company profile Apple. Oakley, Honda and etc…
• Vertical Integration▫ Does everything from purchasing of resin to the end
Resin Material
FischerSupplier
CorporateCustomer
Existing Revenue Model
$
• Markup Sales
• Quality Assurance
$$$
QualityAssurance
Plastic Product
Value Capture
• What We Propose▫ FT to continue their development of Smart Plastics
and embed electronics (wireless module) into them which would be used in the construction household appliances Enables FT to venture into Internet of Things (IoTs) Smart Homes (Air-Con, Ceiling Fans, Light Switches and
etc)▫ Collaboration with existing and new customers such as
Apple and Samsung App Developer (Platform to communicate with household
appliance) Manufacturing of hardware (Housing, casing and
accessories for phones)
Plastic Product
QualityAssurance
Fischer
Supplier
CorporateCustomer
Proposed Revenue Model
$
Product Requirements
EndCustomer
MarketData
$$$$$
• Consumer Electronics Manufacturers
• Apple, Samsung and other smartphone manufacturers
Resin Material
Final Product
Strategic Control
• First Mover Advantage:▫ Technology Leadership (Only firm in the world able to do C.M.T
and Smart Plastics)• IP Protection:
▫ Patent▫ Trade Secret▫ Know-How
• Continuous R&D▫ Hybrid Resin Materials▫ Improved Manufacturing Techniques
• Complementary Assets▫ Already have good knowledge in Smart Plastics and CMT, just
need to hire designers to integrate into consumer appliances▫ Collaborating with existing network of customers with the use of
FT value-added C.M.T and Smart Plastics
IP Protection – Patent
• Fischer Tech Smart Plastics has the greatest value proposition compared to their other niche manufacturing capabilities…
• Head of R&D filed for patent in 2011…▫ Patent Number: 2011076189
▫ Title of Invention: A Method of Making an Electronic Apparatus Incorporating a Contoured Function Film
▫ Filing Date: 18th Oct 2011
▫ Publication Date: 31st May 2013
▫ Abandoned Date: 6th May 2015 (WHY?)
IP Protection – Trade Secret
• Other competitors were unable to pick up the know-how in the ITO chemical composition to prevent breakage, how to do a direct imprint on the plastic and etc.
• Also, it is costly to maintain a patent over the years.
▫ Abandoned it in 6th May 2015
▫ Effectively convert into a Trade Secret (Entry Barriers)
▫ Use as a crucial value proposition of the company
IP Protection – Know How
• For C.M.T plastics, only the engineers involved in this area knows the exact manufacturing procedures and parameters to set for the machine
▫ No one is able to attain such flawless plastics in the market
▫ Use as a crucial value proposition for the company
Low Switching Cost (Strategy)
• In the market, no manufacturing companies are able to produce contoured Smart Plastics
• Cost of Smart Plastics is comparable to mechanical components such as a button, lever or switches
• Customers more prone to choose Smart Plastics due to elegant design, low cost and easy maintenance
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