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These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for ETS’s testing and simulation services for carbon nanotubes (CNTs). CNTs have unique characteristics that make them useful for many hi-tech systems for the military and consumer electronics. However, life cycle testing and simulation are needed for CNTs to be effectively used in these applications. ETS provides these kinds of services for military and consumer electronics firms and would like to add CNTs to its expertise. These slides describe the specific value proposition for military and consumer electronic firms and other aspects of the business model such as the method of value capture, scope of activities, and method of strategic control.
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Agenda Tonight-
Carbon Nanotubes: The Technology and its various applications
ETS Solutions: An analysis of the firm
Business Model Proposal
Value Proposition for Potential Markets
Strategic Control
Conclusion
Lets get started..
Introduction to CNT
Cylindrical structure on nanometer scale
Types of CNT, e.g.
Single-walled nanotubes (SNWT)
Multi-walled nanotubes (MWNT)
Nanobuds
Properties of CNT are result of their structure
http://www.nanocyl.com/CNT-Expertise-Centre/Carbon-Nanotubes
Properties of CNT Strongest and stiffest material discovered
Highly flexible
Thermal along the fiber but insulators in lateral direction
Either semiconductors or metallic, depending on structure of
the nanotube
http://en.wikipedia.org/wiki/Carbon_nanotube#Nanobud
http://www.nanocyl.com/en/CNT-Expertise-Centre/Carbon-Nanotubes
O’Connell, Michael, at al.: “Carbon Nanotubes - Properties and Applications”, 2006
Existing CNT business CNT production capacity is expected to grow.
Current production capacity far exceeds actual production.
More than 1,000 organizations pursue R&D on products incorporating
CNT
Only commercial producer of CNT so far: Nanocomp Technologies, Inc.
No breakthrough in
large-scale applications
of CNT yet!
http://www.innoresearch.net/report_summary.aspx?id=77&pg=531&rcd=ET113&pd=2/1/2011
http://www.nanowerk.com/spotlight/spotid=23118.php
http://www.nanocomptech.com/
CNT embedded in polymer matrix or carbon-fibre-reinforced polymer (CFRP)
Typical content: <5wt% of CNT
Increase of fatigue strength up to 100%
over typical carbon fiber epoxy composites
has been observed
Great improvement of mechanical properties
Applications –
Carbon nanotube reinforced polymer
R. Andrews, M. C. Weisenberger: “Carbon nanotube polymer composites”. In: Current Opinion in
Solid State and Materials Science 8 (2004) 31–37
http://aerospaceengineeringblog.com/carbon-nanotube-interlaminar-strengthening/
ANS, a subsidiary of Lockheed Martin, developed a process to infuse
multi-wall carbon nanotubes with glass, carbon, and ceramic fibers for
continuous, high-volume production.
Wingtip fairing of F35 fighterjet are made out this new material
Cost reduction of 90% in comparison to CFRP
Weight reduction of 25 – 30%
Considered to replace about 100 components of the F35
No use in load-bearing structures yet due to high certification
requirements
Applications –
Carbon Nanotube Reinforced Polymer (CNRP)
http://www.lockheedmartin.com/content/dam/lockheed/data/corporate/documents/nano/materials-m.pdf
http://www.flightglobal.com/news/articles/lockheed-martin-reveals-f-35-to-feature-nanocomposite-357223/
Emergent Technology with a lot of ongoing
research
Complex technology: A lot of parameters
influence CNRP property
Continuous product improvement due to
better understanding of complex material
Process improvement can be expected
Future growth on CNRP technology into
further applications can be expected
R. Andrews, M. C. Weisenberger: “Carbon nanotube polymer composites”. In: Current Opinion in Solid State
and Materials Science 8 (2004) 31–37
http://aerospaceengineeringblog.com/carbon-nanotube-interlaminar-strengthening/
Technology lifecycle of CNRP
Electronic devices mounted on flexible plastic substrates.
CNT are highly flexible and either semiconducters or metallic what
makes them suitabe for flexible electronics
Potential application: FOLED
Currently, Indium Tin Oxide (ITO) is used as
transparent conductor
But: Indium is a scarce resource
ITO layer is fragile
CNT based material has the potential
to replace ITO
Applications – Flexible electronics
http://news.stanford.edu/news/2014/march/doping-carbon-filaments-031814.html
http://www.novaled.com/oleds/
https://www.tue.nl/en/university/news-and-press/news/researchers-find-replacement-for-rare-material-indium
tin-oxide/
Technology lifecycle:
Consumer electronics market is expected to grow at a CAGR of 44.30%
mainly driven by flexible displays, flexible sensors and batteries.
Market for flexible electronics is expected to grow from $3.4 billion in 2013 to
$13.23 billion in 2020.
Short product lifecycle of consumer electronics
IP rights:
Strong IP in consumer electronics
Patent filed by Apple on flexible OLED
There is demand for testing of mechanical durability of flexible
electronics
Flexible electronics is a long-lasting trend in consumer electronics
Applications – Flexible electronics
http://www.researchandmarkets.com/research/b644ng/flexibleaterial-indium-tin-oxide/
http://techcrunch.com/2014/10/07/apple-patents-flexible-display-input-methods/
Why ETS?
ETS Solutions offers a broad range of vibration testing equipment
Has a global base of customers with installations in more than 30
countries
Testing and Analysis
SimulationDesign
ImprovementCustomer
Base
Testing and Analysis
Certification/ benchmarking of products against
standards.
Testing of intermediate products used in aerospace
and consumer electronics industry.
Analysis of the products to ensure levelling to
industry requirements.
Failure Analysis of products that do not match up to
industry prescriptions.
Simulation and Design Analysis
State of the art simulation and
testing facility which is used to
certify products against industry
standards.
Design Consultancy, to improve
on faulty structures, or
improvements on existing
designs.
ETS in Aerospace - Example
Fatigue Test on suspension systems carried
out.
Specially designed systems in place to carry
out testing for variable length.
Design Improvements, changes to material
etc. is recommended.
Clear knowledge of industry standards and
benchmarks is a strong core competency.
http://etssolution-asia.com/industries/aerospace/
Product development cycle is very short.
Quality assurance is of prime importance.
Solutions to enable them develop innovative
product designs and to deliver higher
throughput, maximum efficiency and minimum
idle-time.
Example:
XY Axis Vibration Quality Assurance Test for
Tablet
3-Axis Packaging Vibration Transportation
Simulation Test
Vibration Quality Assurance Test for Lithium
Battery Pack
ETS in Consumer Electronics
CNT
Applications
Defense,
Consumer
Electronics
Customers
CNT Manufacturers
e.g. Nanocomp Tech
Technology/ Innovation
expertise/ R&D
Open Innovation
Business Model Proposal
Aerospace
Applications
Flexible
Electronics
Applications
Testing
Simulation
Design
Value Chain and Revenue Stream
Open Innovation
Partners
Customers and
End Users
Manufacturing Knowledge
Third Party
Services
Testing and Simulation
Design Consultancy
Profit Sharing
PlatformServices
Service Fees
Commission
Fee
Service Fees
Business
Platform
Revenue
Service
Vertical Integration Chain
ETS Partners
Research on CNT and CNT
materials
Potential Applications Aerospace and
Consumer Electronics
Companies.
Development of customer
specific solutions
Customers
Simulation & Testing
Certification of products
Manufacturing
Customer relations
Value Propositions- Aerospace
Strong understanding of standards and procedures
for Aerospace and Electronics Applications.
Wide knowledge about certification requirements for
CNT composites.
Roadmaps for their current and potential customers
on how to replace exisiting structures with CNT
composite structures, including:
Design Assistance
Testing Design
ImprovementCertification
Value Proposition- Electronics
Modern Testing and Simulation Facilities
Global presence
Suitable testing equipments especially for foldable displays
and supporting structures
Early feedback on mechanical durability of product design,
given that the products have short lifecycle
Development of Standardised Testing Procedures
Helps gain competitive advantage
Customers: Existing and Potential
Aerospace Airbus
Boeing
Dornier
Lockheed Martin
Embraer
Business Driving Factors
Leaders in aviation and consumer electronics technology and innovation.
Driven by efficiency and lowering costs.
Outsourcing of core activities creates opportunities for innovative
technologies and firms.
Consumer Electronics
Samsung
Toshiba
LG
Apple
SWOT Analysis
Strengths:
• Strong Testing Infrastructure
• Simulation Expertise
• Design Management
• Customer Base
Weakness
• No expertise in CNT
• Lack of Research Facilities
• Development of distribution channels.
Opportunities
• Use customer channels.
• Strong foot of CNT in structural improvement.
• Requirement of high efficiency materials.
Threats
• High initial costs to customers
• Reluctance to acceptance
• Value Chain disruption
Strategic Control
Non-imitability and strategic partnerships
Open Innovation
Barriers to Entry
Standards
Non-Imitability
Knowledge and experience in testing and simulation of CNT structural components
Established customer base in the defense industry
Strategic partnerships
Strategic partnership with Universities to foster open innovation
Strategic partnership with CNT manufacturers
Open Innovation and Universities
ETS does not have specialized R&D centres for CNT technology
currently, but it can outsource R&D to accelerate innovation.
Universities can be more than suppliers of knowledge and talent. They
could grow and build structures that incorporate and respond to the needs
of users.
Enhance the role of universities as co-creators and as interactive partners
in our innovation systems.
CNT Research at NUS
Research focused in Carbon BasedNanostructures and applications foraerospace structures and energydevices.
Understanding of heat conduction of CNTarrays
CNT-dispersed nano materials withindustrial interest through experimentaland computational studies.
http://cnt-nus.com/
Texas Southern University
A TSU team received a patent entitled “Instantaneous Electro
Deposition of Metal Nanostructures on Carbon Nanotubes.”
The patent provides an effective approach to fabricate metallized
carbon nanotubes, which may be easily scaled up for mass production
and widely used in industry as multifunctional nanomaterials.
This technology of metallized carbon nanotubes (such as gold and
silver-functionalized carbon nanotubes) may prove to be most valuable
to the Department of Defense in particularly the Air Force Research
Laboratory
http://www.tsu.edu/About/Administration/University_Advancement/Communicatio
ns/News_Reel/TexasSouthernUniversitysTeamReceivesPatentApproval.php
Barriers to entry
Customer base
• Defense Industry
• Aerospace Industry
• Consumer Electronics
• Sensitive Information
Testing Expertise
• Usage of Testing and Analysis Infrastructure
• Awareness of Standards
• Knowledge base to develop roadmaps
Strategic Alliances
• CNT Manufacturers
• Knowledge of developments in CNT materials
• Universities- for expertise and knowledge
Conclusion
ETS has the capabilities to introduce CNT
technology to its customers.
Entrance Barriers ensure ETS has
competitive advantage in the future.
ETS becomes the go-to company for CNT
Applications in Business.
Types of CNTSingle-walled carbon nanotubes (SWNT)
Rolled graphene sheet
Rolling angle and diameter determine the
properties of the nantube
Multi-walled carbon nanotubes (MWNT)
Multiple rolled layers of graphene
Carbon Nanobuds
Combining CNT and Fullerens
The various types of CNT enable a
huge variety of applications!http://en.wikipedia.org/wiki/Carbon_nanotube#Nanobud
Types of CNT The chemical bonding of nanotubes is composed entirely of sp2 bonds,
similar to those of graphite. These bonds, which are stronger than the
sp3 bonds found in alkanes and diamond, provide nanotubes with their
unique strength.
SWNTs are an important variety of carbon nanotube because most of
their properties change significantly with the (n,m) values.
http://en.wikipedia.org/wiki/Carbon_nanotube#Nanobud
Mechanical properties of CNT
Strongest and stiffest material discovered
regarding tensile strength and elastic
modulus
Single CNT are highly flexibility
Material Density
(kg/dm^3)
Elastic modulus
(TPa)
Tensile strength
(GPa)
Elongation
at break (%)
SWNT 1.3 – 2 1.3 - 2 13 – 53 16
MWNT 1.3 – 2 0.2 – 0.95 11 – 150 -
Stainless steel 7.8 0.186 – 0.214 0.38 15 - 50
Kevlar–29&149 1.4 0.06 – 0.18 3.6 – 3.8 ~2
http://en.wikipedia.org/wiki/Carbon_nanotube#Nanobud
http://www.nanocyl.com/en/CNT-Expertise-Centre/Carbon-Nanotubes
O’Connell, Michael, at al.: “Carbon Nanotubes - Properties and Applications”, 2006
Electrical and thermal properties of
CNT
Thermal conductors along the fiber but insulators
in lateral direction
Electrical properties are strongly affected by the
structure of a nanotube:
Depending on structure CNT can either be metallic or
semiconductingMaterial
Thermal Conductivity𝑊
𝑚∙𝐾Electrical Conductivity
𝑺
𝒎
CNT > 3000 106 - 107
Copper 400 6 ∙ 107
Carbon Fiber - Pitch 1000 2 − 8.5 ∙ 107
Carbon Fiber - PAN 8 - 105 6.5 − 14 ∙ 107
http://en.wikipedia.org/wiki/Carbon_nanotube#Nanobud
http://www.nanocyl.com/en/CNT-Expertise-Centre/Carbon-Nanotubes
Applications (examples)
Aerospace Industry:
CNT Composite Materials
Company: Nanocomp Technologies
Consumer electronics:
Nanobuds could enable the production of bendable
displays
Company: Canatu
http://www.nanocomptech.com/
http://www.canatu.com/
Value Proposition
Busin
ess M
od
el
Open I
nnovationE
TS
Testing and Simulation Infrastructure
Design Innovation
Sales and Support
Knowledge of CNT Business
Research from Universities
Outsource research to institutes
Sustainable
High Revenue Model
Standards
General standards
ISO 9001:2000
EC machinery directive.
Vibration testing standards
International standards, e.g. MIL, ASTM, IEC, ISO, BS
E.g. ISO 2671
Manufacturing standards for CNT
Standards for characterization of CNT, e.g. ISO/TS 10797 and
ISO/TS 10798
Reference material for CNT, e.g. SRM 2483
ETS has the expertise in complying with the general and
vibration testing standards
http://etssolution-asia.com/testing-analysis/vibration-testing/
http://www.iso.org
http://www.nist.gov/mml/msed/cnt-122011.cfm