Upload
jeffrey-funk-business-models
View
254
Download
0
Embed Size (px)
DESCRIPTION
My students use ideas from my (Jeff Funk) class on business models to develop a business model for Senseg, a supplier of a special coating for touch displays. their coatings enable users to feel texture, temperature, and other characteristics that cannot be experienced on ordinary touch displays. this enables better 3D modeling, remote surgery and other applications. these slides describe the customer selection, value proposition, method of value capture and other aspects of the business model for Senseg.
Citation preview
!"#$"%&'()*+,('(-.*/0'&1.2*/3!&*(31'040,5&
A world where everything feels the same.
Especially digital world where devices are cold without response
The human connection is rapidly fading off…
Different contours of the human face?
What if you could feel…
All in the Digital World??
the varying
temperature? Smooth or rough texture?
Soft or hard surfaces?
*;"&678:&!"#$%&I&@87B&>;"&,8""J&!KLMNOP&Q!"#$%'()RI&B"A#$&#*+$"%,%,-.$(.$!*.)*,)*.(/.$(0&!&A#:&E7B"$&@87B&>;"&,8""J&<"8S&!KLTUVWM&!"#$*)$!"%I&B"A#?#%$(.&(,$"&$&78&$(.$(0&!C&
=0:'"),(>$).&*4*83(
X?:"7$Y&*8A:?>?7#A9&1AD>?E$&
X?:"7$Y&'"Z>&,"#&1AD>?E$&+&!"#$"%&
?&'%*5+)'"*&@(;$&,$8(•! *F8#?#%&*7FE;&!E8""#$&?#>7&1**2.3&+**,).
•! XA8?">=&7@&$"#$A>?7#$&9?J"&87F%;I&$B77>;I&E7#>7F8&7@&":%"$I&
">E&
[$"$&A#&F9>8A+>;?#&:F8AS9"&E7A>?#%&7#&>;"&>7FE;&?#>"8@AE"&>;A>&7F>DF>$&>AE>?9"&"G"E>$C&\?>;&B"E;A#?EA9&?#"8>?AI&!"#$"%&>AE>?9"&8"$D7#$"&?$&?BB":?A>"C&
?&'%*5+)'"*&@(A)*B;3,'$/(
!"#$"%&
2A>"#>&4?E"#$?#%&
!79F>?7#&4?E"#$?#%&
!7@>6A8"&
*?Z"9&E7A>?#%$&
!"#$"%+9?E"#$":&>"E;#797%=&?#E78D78A>":&?#&E7#$FB"8&D87:FE>$&
]A#F@AE>F8?#%&DA8>#"8&@78&!"#$"%&*?Z"9&E7A>?#%$&
.DD9?EA>?7#&:"<"97D"8&
^F99&$F?>&7@&$79F>?7#&9?E"#E?#%&
C*304'3(D0,
$5(E%")"&8@(
FG()$&',(:$%
(+&"'(*&(09$
%08$(
H*/:0%",*&@>%05"'"*&04(=0:'"),(I,(;$&,$8(7''%"J+'$,( >%05"'"*&04(
=0:'"),(;$&,$8( 7590&'08$,( !",0590&'08$,(
K,$%(?&'$%-0)$( 0#9=&X?S8A>?7#$& (9"E>87$>A>?E&^""9&
XA8?">=&7@&$"#$A>?7#$&
?#E9F:?#%&>"Z>F8"I&<?S8A>?7#$&
^"":SAEJ&?#>"#$?>=>&A$&;?%;&
H*/:*&$&',(]F9>?D9"&
]"E;A#?EA9&.E>FA>78&_&/3&
*?Z"9&37A>?#%&_&/3&]78"&D8"E?$"&
D7$?>?7#$&A#:&9"$$"8&D76"8&E7#$FBD>?7#&
\"A8&A#:&>"A8&@A$>"8&6?>;&E7#$>A#>&?#>"8AE>?7#$&
E%")$( -7=A9>=&`A$"& -7=A9>=&`A$"& 37BDA8AS9"&37BDA8AS9"I&B?%;>&S"&
;?%;"8&E7$>&
?&'$8%0'"*&( /#$?:"&a"<?E"& 0<"8&!E8""#&^9"Z?S?9?>=&7@&23`&
a"$?%#&(ZD7$":&>7&"#<?87#B"#>&
7::4")0'"*&(^"":SAEJ+&
8"bF?8":&:"<?E"$&*7FE;$E8""#&
"#AS9":&:"<?E"$&(#;A#E":&[$"8&(ZD"8?"#E"$&
-"$>8?E>":&>7&>7FE;$E8""#&D9A>@78B&
?&&*90'"*&( /#E8"B"#>A9& -A:?EA9& '"6&!&3F8<"& ]A8J">&[#E"8>A?#>=&
L0%M$'(]F9>?D9"&
/#EFBS"#>$&'"6&$>A8>FD&&
Q&`"$>&cd&?#<"#>?7#&edff&g&*?B"$R&
^?8$>&]7<"8&.:<A#>A%"& 387$$?#%&3;A$B&
I04+$(E%*:*,"'"*&(B(L0"&(
FN(A&.0&)$5(K,$%(A<:$%"$&)$(
+! 28"E?$"&D7$?>?7#&E7#>879&
+! XA8?">=&7@&!"#$A>?7#$&
ON(;"/:4$('*("&'$8%0'$(
+! '7&E7#$>8A?#>$&>7&23`&:"$?%#&
PN(Q%$$&(>$).&*4*83(
+! 4"$$"8&D76"8&E7#$FBD>?7#&
RN(;)040J"4"'3(
+! .S9"&>7&A:AD>&7#>7&:?G"8"#>&$F8@AE"$&
E*'$&'"04(L0%M$',(
S&$('$).&*4*83T(L+4'":4$(/0%M$',(
>*+).(;)%$$&(;$&,$8(
7+'*/*'"9$( H*//$%)"04(
H*&'%*4(E0&$4,(
759$%'",$/$&'(
E0&$4,(
L*J"4$(!$9")$,(
L*J"4$(Q0/"&8(
L*J"4$(S&4"&$(;.*::"&8(
H+,'*/$%(;$4$)'"*&@(H*//$%)"04(
I04+$(E%*:*,"'"*&@(H*//$%)"04((U*%(H*&'%*4(E0&$4,(
Increasing Productivity
•!Unique and customizable touch feedback effects
I04+$(E%*:*,"'"*&@(H*//$%)"04((U*%(H*&'%*4(E0&$4,(
Increasing Productivity
Unique and customizable touch feedback effects
I04+$(E%*:*,"'"*&@(H*//$%)"04((U*%(;0-$'3(
Safety Awareness in the workplace
•! Mechanical feedback confirms response •! Overcomes distraction from audio and visual confirmation •! Eg resistance could be felt when adjusting the senseg
knobs and dials
I04+$(E%*:*,"'"*&@(H*//$%)"04((U*%(759$%'",$/$&'(!",:403,(
Increase the Interaction
•!Large advertisement display with realistic feel
I04+$(:%*:*,"'"*&@(7+'*/*'"9$(
•! 39?BA>"&E7#>879&@78&A?8E7#&7#&$>""8?#%&6;""9$C&
•! /BA%?#"&=7F&EA#&E;77$"&>;"&>"BD"8A>F8"&@78&A?8E7#&S=&@""9?#%&;7>&E79:&7#&>;"&$>""8?#%&6;""9C&
•! *7FE;&DA:$&7#&>;"&$D7J"$&7@&$>""8?#%&6;""9&
•! ^""9&8?:%"$&6;"#&BAJ?#%&AF:?7&E7#>879&78&$"9"E>?7#C&
•! [DI&:76#I&9"@>I&8?%;>I&E?8EF9A8&@78&<79FB"&#&9?$>&E7#>879C&&
I04+$(:%*:*,"'"*&@(7+'*/*'"9$(
•! 3"#>8"&E7#$79"C&•! -?:%"&$"9"E>?7#&@78&]F9>?B":?A&:?A9$I&
•! -?:%"&$"9"E>?7#&@78&#A<?%A>?7#I&7>;"8&<";?EF9A8&E7#>879$&$FE;&A$&DA$$"#%"8&$"A>&;"A>?#%&">EC&
•! 17>hE79:&E9?BA>"&E7#>879&
I04+$(:%*:*,"'"*&@(7+'*/*'"9$(
•! 3"#>8"&E7#$79"Y&•! *7&D87<?:"&A&@""9&$E8""#&?#>"8@AE"&6;"8"&>;"&BF9>?D9"&$6?>E;"$&EA#&S"&8"D9AE":&6?>;&@""9&$E8""#&?#>"8@AE"C&
•! ^""9&$E8""#&EA#&S"&EF$>7B?i":&?@&A&D"8@78BA#E"&@"A>F8"&FD%8A:"&?$&DF8E;A$":&S=&76#"8C&
I04+$(:%*:*,"'"*&@(7+'*/*'"9$(
•! *;"&D7$$?S?9?>=&@78&8"D9AE"B"#>&7@&?#+EA8&"#>"8>A?#B"#>&;"A:&F#?>&6?>;&!('!(,&"#AS9":&;"A:&F#?>C&
•! `AEJ&$"A>&?#&EA8&"#>"8>A?#B"#>&@78&E;?9:8"#&@78&>;"B&>7&@""9&>;"&A:79"$E"#>&E7#>"#>C&
H+%%$&'(=0:'")(/0%M$'(,.0%$(
jck&
fck&
lk&mk&
]7S?9"&
37BB"8?EA9&
0>;"8$&
.F>7B7>?<"&
*7FE;$E8""#&
H+,'*/$%(;$4$)'"*&@(L*J"4$(Q0/"&8&,97SA9&,AB?#%&-"<"#F"&^78"EA$>&
d&
fd&
ed&
nd&
ld&
cd&
md&
jd&
od&
pd&
edfe& edfn(& edfl(& edfc(& edfm(& edfj(&
Q4*J04(80/"&8(%$9$&+$(-*%$)0,'(VK;W(D"44"*&X(
;*+%)$@(!UH(?&'$44"8$&)$((
H+,'*/$%(;$4$)'"*&@(L*J"4$(Q0/"&8&,AB?#%&]A8J">&A#:&*A8%">&37#$FB"8$&
=0%5)*%$(Q0/"&8(
L*5$%0'$(Q0/"&8((
Y*&((Q0/"&8((
H0,+04((Q0/"&8((
>0%8$'(H+,'*/$%,(
•! Q0/$%,(*&('.$(/*9$(•! A<:$%"/$&'$%,(•! Q0/$,('.0'(0%$(-0,'('*(4$0%&(
0&5(4$,,().044$&8"&8&
S::*%'+&"'3@(L*J"4$(Q0/"&8(
•!*7:A=q$&%AB?#%Y&•!.&$E8""#&>7&:?$D9A=&B7<?#%&?BA%"$&&•!!D"AJ"8$&>7&E8"A>"&>;"&$7F#:$&•!.#&DA#"9hE7#>8799"8&@78&?#>"8@AE?#%&6?>;&>;"&%AB"&
•!,8AD;?E$&!&naI&1a&
•!!7F#:$&!&!>"8"7I&a79S=&$F887F#:&&!>"8"7I&a79S=&$F887F#:&
•! (#;A#E":&8"A9?$B&A::$&A&#"6&:?B"#$?7#&>7&%AB?#%&
•! /BD87<":&F$AS?9?>=&
I04+$(:%*:*,"'"*&@(L*J"4$(Q0/"&8((U*%(H*&,+/$%,(
I04+$(:%*:*,"'"*&@(L*J"4$(Q0/"&8((U*%(L0&+-0)'+%$%,(
•!*;?##"8&1AD>?E&287:FE>&•!(A$=&?#>"%8A>?7#&?#>7&D87:FE>&•!!EA9AS9"&•!4"$$"8&SA>>"8=&E7#$FBD>?7#&&
I04+$(:%*:*,"'"*&@(L*J"4$(Q0/"&8(&U*%(7::,(5$9$4*:$%(
•!^8""&$7@>6A8"&:"<"97DB"#>&J?>$&Q!arR&&
•!]F9>?+29A>@78B$&
•!'"Z>&%"#"8A>?7#&.DD$&;$&,$8((
;!Z(
&&
&&
;)*:$(*-(7)'"9"'"$,([(I04+$(H0:'+%$@(L*J"4$(Q0/"&8(
A&5(K,$%,(
H+,'*/$%(;$4$)'"*&@(L*J"4$(S&4"&$(;.*::"&8&
•! >$).(;0993(8$&$%0'"*&(Q(#:&[$"8$R(
•! '?"9$"#&@7F#:&>;A>&jpk&7@&[C!C&$BA8>D;7#"&A#:&>AS9">&76#"8$&F$"&>;"?8&:"<?E"$&@78&7#9?#"&$;7DD?#%&AE>?<?>?"$&A$&7@&]A=&edfe&
37#>s:&
•! '?"9$"#&@7F#:&>;A>&cdk&7@&[!&$BA8>D;7#"&76#"8$&F$":&!;7DD?#%&.DD$&A$&7@&tF#"&edfe&
•! "`A=&A#:&.BAi7#&ADD$&>7DD":&>;"&9?$>I&A>>8AE>?#%&fn&B?99?7#&A#:&fe&B?99?7#&F#?bF"&F$"8$I&8"$D"E>?<"9=&
H+,'*/$%(;$4$)'"*&@(L*J"4$(S&4"&$(;.*::"&8&
•! S&4"&$(C$'0"4(,'*%$,(
•! ^788"$>"8&-"$"A8E;&"$>?BA>"$&>;A>&[!&7#9?#"&8">A?9&>7&%876&A>&A&fd&k&E7BD7F#:&A##FA9&%876>;&8A>"&@87B&edfd&>7&edfcI&8"AE;?#%&uejp&S?99?7#&?#&edfcfC&
S::*%'+&"'3@(L*J"4$(S&4"&$(;.*::"&8(
•!\;A>&A8"&>;"&S"#"v>$w&
•! 37#<"#?"#E"&
•! /#@78BA>?7#&A#:&-"<?"6$&
•! 28?E"&E7BDA8?$7#&
\;A>&?@&=7F&EA#&4/**25..>;"&?>"B$w.
I04+$(E%*:*,"'"*&@(L*J"4$(S&4"&$(;.*::"&8((U*%(A&5(K,$%(
•! 28"$"#>9=I&7#9?#"&$;7DD"8$&Q"#:&F$"8R&DF8E;A$"&SA$":&7#&<?$FA9&$A>?$@AE>?7#&
•! 27$"&A&8"$>8?E>?7#&>7&@A$;?7#&$;7DD"8$&A$&:?G"8"#>&BA>"8?A9$&;A<"&:?G"8"#>&@""9&
•! X?$FA99=&ADD"A9?#%&SF>&@""9&F#E7B@78>AS9"&
•! !"#$"%&1AD>?E&>"E;#797%=&?$&AS9"&>7&D87<?:"&>;"&<A8?7F$&>=D"&7@&$"#$A>?7#&>7&B?B?E&:?G"8"#>&BA>"8?A9&>=D"$&
•! .9976&"#:&F$"8$&>7&;A<"&A&/**2&7@&>;"&?>"B&S"@78"&BAJ?#%&A#&7#9?#"&DF8E;A$"&
•! >%0&,-*%/('.$(K,$%(A<:$%"$&)$(*-(*&4"&$(,.*::"&8&
I04+$(E%*:*,"'"*&@(L*J"4$(S&4"&$(;.*::"&8((U*%(S&4"&$(C$'0"4(;'*%$(
•! 38"A>"&A&:?G"8"#>?A>":&F$"8&"ZD"8?"#E"&@78&EF$>7B"8$&•! &/#>"8AE>?<"&•! &-"A9?$>?E&&
•! /#E8"A$"&EF$>7B"8&$A>?$@AE>?7#x&47=A9>=&A#:&`8A#:?#%&
•! 3AD>F8"&>;"&%876?#%&7#9?#"&8">A?9&BA8J">&
XA9F"&3;A?#Y&]7S?9"&0#9?#"&!;7DD?#%&
!"#$"%&1AD>?E&
*"E;#797%=&
]7S?9"&:"<?E"$&
]A#F@AE>F8"8&
.DD9?EA>?7#&a"<"97D"8$&
0#9?#"&-">A?9&!>78"& (#:&[$"8&
!"#$"%&!BA8>2;7#"&
!"#$"%&*AS9">$&
!"#$"%&4AD>7D&
.#:87?:&
?0!&
]?E87$7@>&
,.2&
09:&'A<=&
^78"<"8&ef&
;)*:$(*-(7)'"9"'"$,([(I04+$(H0:'+%$@((L*J"4$(S&4"&$(;.*::"&8&
A&5(K,$%,(
\")$&,"&8(C*304'"$,(
;$&,$8(
;04$,(*-(E%*5+)',(;04$,(*-(
E%*5+)',(
\")$&,"&8(C*304'"$,(
S!L(
(L*J"4$(S;(
7::,(!$9$4*:$%(
SAL(
;*4+'"*&,( S&4"&$(C$'0"4$%(
;04$,(*-(E%*5+)',(
;04$,(*-(E%*5+)',(
;04$,(*-(E%*5+)',(
H*&)4+,"*&@(H.044$&8$,(1.! Threats
•! Licensing business model •! Competitive Haptic Technology
2.! IP Litigation
3.! Technology Limitation •! Innovation Barrier
4.! Financial •! Patent life span
&
H*&)4+,"*&@(;'%0'$83(
•! /2&87=A9>=&#"%7>?A>?7#&&•! 37#>?#F7F$9=&977J&7F>&@78&?#@8?#%"B"#>&@87B&7>;"8$&
•! !79F>?7#&9?E"#$?#%&&
•! (#%A%"&2A8>#"8$;?D&&
•! (ZD978"&@78&#"6&BA8J">$&
&