27/02/2007

Addestino IM Corporate Presentation 1

start

2

Context & objectives of this methodoloy

I know someone who can use this and

wants to pay for it

A “smart”technology

push

I have a cool new piece of

technology & innovation

3

Four simple steps

What is your technology ?

What are the advantages ?

Who cares, what do you solve ?

What are most promising ideas ?

Research Canvas

Advantage statements (versus alternatives)

Opportunity map(w.r.t. advantages)

Product vision board

4

Case study

Textile antennae

What ?

5

What is the technology: tips & tricks

Is it a piece of SW ? HW ?

Is it an algorithm ?

Is it a molecule ?

Is it a prototype ?

Is it a methodology ?

Is it a patent ?

Is it a dream ?

....

If you can’t express it in “kilos”, I can’t sell it ...

What ?

“Wearable/Textile” antennas offer 3 main advantages

Traditional antennas

Main Advantages

“Wearable/textile” antennas

Advantage 1: Larger antenna surface available

• Supports longer wavelengths• Requires less power• Gives more autonomy• Offers better sensitivity

Advantage 2: No hard surface, stubs needed

• Is flexible (but not drapable)• Can be bended• Doesn’t hurt• Doesn’t obstruct movements

Advantage 3: Embedded in/at surface

• Is hidden, not visible• Allows for nice look & feel• Can not be detached• Offers lightweight solution

Advantages ?

7

Making “good advantages”: tips & tricks

HOW, what is the root cause linked to your technology ?

BEWARE of ponies:• Flexiblies• Reliablies• Cheaplies• ...

SO WHAT, what is it good for, who cares ?

Advantages ?

New Good

Advantage 2:No hard surface, stubs needed• Is flexible• Can be bended• Doesn’t hurt, obstruct

8

Advantage 1:Larger antenna surface available• Longer wavelengths• Less power• Better sensitivity

Advantage 3: Embedded in/at surface• Hidden, look & feel• Cannot be detached• Lightweight

Identified ideas show a strong differentiation potential

Radio Communication Booster

Body area network

Tire monitor

Animal/child tracking device

Emergency System for jackets

Localization system for safety raft

Wearable TV

Satellite telephone antenna

Clothing with localization

Dashboard-mounted antenna

Sensitive carpetsWearable game controllers

Who cares ?

9

Long-list of potential valorization ideas

Valorization idea Proposition Our differentiation

Wearable game controllers

Enabling a wireless connection between the next generation of wearable game controllers (e.g. gloves, cfr WII) towards game station or PC

• Antenna is fully flexible such that it doesn’t obstruct player’s movements

• Antenna is integrated in glove, allowing for an esthetical design

Extending range and sensitivity of existing built-in antennas in rural/remote areas or covert areas (e.g. cellar) for Tetra, GSM, DECT, Walki-Talki, .... by being integrated in jacket of policemen, firefighters, security agents, ....

• Antenna can be extended over several cm² in function of required radio frequency

• Antenna is fully flexible such that it doesn’t obstruct officer’s movementsRadio Communication

Booster

Embedding GPS localization and transmission in a jacket (e.g. live jacket at sea, ski, ) to allow for faster localization and rescue

• Antenna enables localization over larger areas, longer autonomy• Antenna can be easily folded and stored, no hard parts• Antenna is flexible, doesn’t obstruct movements• Antenna is attached to jacket, doesn’t disconnect during events

Emergency Systemfor jackets

Who cares ?

10

Who cares ?Who cares ?: tips & tricks

Explore per “advantage”

Fill the blanks

(*) depends on your preferred group style...

Go big, bigger, biggest

Go wild

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To whom ?

What ?

Solving ?

Uniqueness ?

Achievable ?

How much ?

Sell to traditional TETRA-like telecom integrators of firefighters, policemen, ... like Zenitel

A complete “radio communication booster” set comprising of antenna, amplifiers & connectorswhere the antenna is pre-sewed on a piece of textile which can be sewed/velcro-ed to clothing

Offering a high-gain solution thanks to the large surface for in-door coverage, which won’t hinder the user at all thanks to its flexible attachment to clothing

Proven textile antennae, with larger surface and being flexible vs existing antennae

Leveraging our unique know-how in flexible antenna design (materials, design practices) complemented by own-designed matching electronics

Can be sold in relatively large quantities at high price point (100s of euros) given price point of TETRA terminals and size of TETRA market. Could become several 10M€s business

Description

“Radio Communication Booster”

Textile & TissueManufacturers

(Low Cost)Manufacturers

Designers& customizers

LocalDistributors

Governamentalorganizations

• Nomex (Dupont)• Kermel , Secufabs

• U.Protec• YuanFeng Textile

• Arthurs.eu• Huricane.org

• Welotex• Lexow, Geartexx

• Police• Fire Department

StandardizationComponentsupplier

TelecomManufacturers

Telecom/TetraIntegrators

Governamentalorganizations

• Tetra, ETSI, ... • Texas Instruments • Motorola • Fire Department

TelecomValue Chain

“Industrial clothing”Value Chain

• Zenitel

Promising idea?

12

“Radio Communication Booster”Case study: www.pharad.com

Promising idea?

13

The challenge: find right level of detail

“The Nerd” My plan is to exploit a novel exhaust purification method with the following functions:•estimating an accumulated level of particulate matter in a particulate filter;•raising temperature of the particulate filter to regenerate particulate that has accumulated, when the accumulated level of the particulate matter has reached the prescribed level;•determining if an engine is operating for a first time following replacement of an engine controller; and•regenerating a particulate filter even if the accumulated level of particulate matter is below the prescribed level, upon determining that the engine is being operated for the first time following replacement of the engine controller....

“The Visionair”

“I want to create a world where everyone has an electrical car”

“The Action Man”

“First I’m going hire two guys,then I’m going to train them about my new production method and then ...”

Promising idea?

14

Four simple steps,costing sweat & blood to get it right...

What is your technology ?

What makes it “new & good”?

What could you solve for whom ?

What are most promising ideas ?

Research Canvas

Advantage statements (versus alternatives)

Opportunity map(w.r.t. advantages)

Product vision board

Iterate