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Developing a ViableWearable Technology Business to Penetrateinto the Mass Market
Seokmin MoonCeo of Lineable Inc.
The Paradigm Shiftsand Market Opportunity
CURRENT WT INDUSTRY
Copyright 2015 © by Lineable Inc. 4
ICT Industry Cycle
PC INTERNET SMARTPHONE WEARABLE
1987IBM PC Compatible
1994NetscapeYahoo
2007APPLE iPhone
?
CURRENT WT INDUSTRY
20122011 2013 2014 2015
FitBit UltraOct. 2011
Nike FuelBandFeb. 2012
FitBit OneSept. 2012
PebbleJan.
2013
FitBit FlexMay. 2011
SamsungGalaxy Gear
Sept. 2013
Nike FuelBand SENov. 2013
Samsung Gear Live
June. 2014
MotorolaMoto 360
Sept. 2014
Jawbone UP3Early 2015
Apple WatchMarch. 2015
(Expected)
Jawbone UPNov. 2011
Sony SmartWatchJune. 2012
Google Glass
Feb. 2013
Sony SmartWatch 2
Sept. 2013
SamsungGear 2 And Fit
April. 2014
JawboneUP24
Nov. 2013
LG G WatchJune. 2014
SamsungGear S
Nov. 2014
LG G Watch ROct. 2014
FitBit ForceJan. 2014
The Wearable Computing Market Report: Growth Trends, Consumer Attitudes, And Why Smartwatches Will Dominate (BI Intelligence, 2014)
Copyright 2015 © by Lineable Inc. 5
Wearable DeviceRelease Date Timeline
CURRENT WT INDUSTRY
Copyright 2015 © by Lineable Inc. 6
3%Yes, currently own and use one
2%Yes, owned one no longer use it.
34%Yes, but never seen one.
34% Yes, Seen them never owned one
26%No
No
Yes, seen them never owned one
Yes, currently own and use one.
Yes, owned one no longer use it.
Yes, but never seen one.
Wearables Survey (CCS Insight, 2013)
Have you Heard of Smart Watches?
High Awareness but
Low Ownership of Wearables
CURRENT WT INDUSTRY
Copyright 2015 © by Lineable Inc. 7
Declining Rate of Sustained
Activity Tracker Use Over Ownership
3 6 9 12 15 18 21 24
100%
75%
50%
25%
0% Time(months)
Rate of Sustained Utilization
Inside Wearables (Endeavour Partners,2014)
NEEDS
Copyright 2015 © by Lineable Inc. 11
I Don’t See The Point
I Don’t Like Wearing A Watch
Price: They Are Too Expensive
I Just Don’t Want to Spend A Lot Of MoneyOn A Watch
All smartwatches I Have Seen Are Ugly
Other
0% 10% 20% 30% 40% 50% 60%
51%
13%
8%
6%
7%
15%
The Wearable Computing Market Report: Growth Trends, Consumer Attitudes,
And Why Smartwatches Will Dominate (BI Intelligence, 2014)
Why Aren’t you
Interested in A Smartwatch
Copyright 2015 © by Lineable Inc. 12
NEEDS
USERS NEEDS
PROBLEMSOLUTIONS
WEARABLES
Connecting with
Wearables Users Needs
“What are the needs?”↓
“ What problem do we need to solve? “
Copyright 2015 © by Lineable Inc.
PRICE
Pricing Pyramid
Asking price compared
To Market Value
Percentage of potential
Buyers who will look at property
+15%
+10%
Market Value
-10%
-15%
10%
30%
60%
75%
90%
Copyright 2015 © by Lineable Inc. 15
• Recent smart phone markets depicts how low the profit margins
are, except for a few manufacturers such as Apple
• Wearable devices would follow the trails of the smartphone industry
Profit margins less than 2% in 2013
PRICE
Lessons from Smartphone Industry
ServiceBased Business
Copyright 2015 © by Lineable Inc. 16
ProductBased Business
Service Based Business Model
• If profits cannot be made from selling hardware (product based business),
should go for a service-based business
PRICE
LineableLineable is a service to protect our children
It is consist of a wristband and an application. Lineable Application has Alert & Tracking function.
Copyright 2015 © by Lineable Inc.
Lineable Service
"So, every parent on this earth, using Lineable smart wristband, is protecting your children. It’s like getting a membership of a fraternity of parents who have taken a oath of never losing their children again. If you are not a parent, still you can add yourself this noble cause. Just, download the app and show any lost child his or her home.“
Ampercent Tech Blog
Copyright 2015 © by Lineable Inc. 22
ACHIEVEMENT
“Let’s protect our kids together.”
Copyright 2015 © by Lineable Inc. 23
Taemen World Mission
Taemen World Mission has been voluntarily running campaigns for preventing missing children with
Lineable
VOLUNTARY CAMPAIGNWITH LINEABLE
ACHIEVEMENT
어떤 문제를 해결해야되는가? 인류보편적 가치 – 아이들의 보호
-How can we find what peoplereally want?-How can we find the needs that applies to as many people as possible?
True needs of the public
Copyright 2015 © by Lineable Inc.
CROWDSOURCING GPS
People can share their smartphone resourcesto make a safe zone for children.
Copyright 2015 © by Lineable Inc.
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