Ntadbm Report - CoolTec (Group 5)

7/31/2019 Ntadbm Report - CoolTec (Group 5)

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NTADBMNew Technology Application Design and Business Model

MOBILE COOLING MECHANISM[ ]Interim submission for course NTADBM @ IIM Ahmedabad, 2012


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InstructorsRakesh BasantDeval KartikBhavin Kothari

Jignesh Khakhar

AcademicAssociatesVijaya RajeshwariSiddharth Mankad

Anuradha Reddy

MOBILE COOLING MECHANISM

[ ]Interim submission for course NTADBM @ IIM Ahmedabad, 2012


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CONTENTS

1. ACKNOWLEDGMENT

2. THE PROBLEM

I. CAUSES OF HEATING OF PHONE

II. NEED IDENTIFIED

3. THE PRODUCT

I. CONCEPT

4. COMPETITORS

5. COMPETITIVE ANALYSIS

6. PROJECT SCOPE

I. MARKET SIZE

II. WHY CONSUMERS BUY SMARTPHONES

III. CONSUMER USE BEHAVIOR7. KEY INSIGHTS

I. THE GROWING HEAT PROBLEM IN SMART PHONES

II. PHONES ARE PRECIOUS ACCESSORIES

III. SMART PHONES NEED TO BE MORE DURABLE

8. DESIGN OBJECTIVES

I. PROTECTION FROM OVERHEATING

II. SURPLUS HEAT DISSIPATION

III. UNIFORM HEAT DISTRIBUTION

IV. HEAT RECOVERY

V. MINIMIZED ADDITION TO WEIGHT

9. TECHNOLOGY

I. THERMOELECTRIC COOLERS

II. THERMOELECTRIC COUPLES PROPERTIES

III. PREPARATION

IV. TEMPERATURE OPERATING IN SMART PHONES

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I. CONSTRUCTION

II. WORKING

III. THERMOELECTRIC PERFORMANCE

IV. THE FINAL PRODUCT

V. BENFITS OF THE PRODUCT

11. USE SCENARIO

12. BUSINESS MODEL

I. VALUE PROPOSITION

II. REVENUE STREAMS

III. KEY PARTNERS

IV. KEY ACTIVITIES

V. KEY RESOURCES

VI. CUSTOMER SEGMENT

VII. DISTRIBUTION CHANNEL

VIII. CUSTOMER RELATIONSHIP

IX. COST STRUCTUREX. PROFIT CALCULATION

XI. FINANCIAL FORECAST

13. BUSINESS PLAN

I. ENTRY BARRIERS

II. SHORT TERM PLAN

III. LONG TERM PLAN

IV. EXIT STRATEGY

14. CHALLENGES

I. IPR PROTECTION

II. FINDING MANUFACTURERS AND DEALERS

III. MARKETING AND DISTRIBUTION

IV. RESEARCH AND DEVELOPMENT

V. DESIGNING AND PROTOTYPING

VI. OPERATIONS

15. BIBLIOGRAPHY

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ACKNOWLEDGMENT

We acknowledge the course instructors, namely Prof. Rakesh Basant fromIIM A and Profs. Deval Kartik, Bhavin Kothari and Jignesh Khakhar from NID,Gandhinagar for the constructive and methodical guidance that thegroup has had from them. The group during the course of finalization ofproject report shall continue to seek their help and support.

We also thank the academic associates for the course namely VijayaRajeshwari from IIMA, Siddharth Mankad and Anuradha Reddy from NIDGandhinagar.

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THE PROBLEM

Some of the research has advocated that the heat that's generated dueto battery and electronic circuits and not the radiation that's emittedduring transmission and receipt of radiation. Better Health Channel reportsthat radio frequency levels at certain levels has a heating effect whicheventually can lead to decreased battery life, health issues andaccidental risks.

Other than the radio transmissions, all gadgets generate heat, but that heatis the enemy of battery life. A little heat from an electronic device isnormal. It's an unavoidable side effect of charging, discharging,

processing and illuminating. Just because gadget heat is normal doesn'tmean it's good. To a user, excessive warmth emanating from a device maybe irritating or even alarming; to the gadget in particular, its battery heat isa mortal threat. "Heat is a killer of all batteries," says Isidor Buchmann, CEOof battery-testing firm Cadex Electronics.

According to his research, a lithium-ion battery stored at 40 percentcharge and 104 degrees Fahrenheit a realistic temperature for commoncellphone use will lose 15 percent of its capacity over the course of a year.

That number jumps to 35 percent if the battery is stored at full charge, as inthe case of a laptop that's left plugged in all day. Smartphones appsrunning in the background also impact the heat of the phone. The mostlikely culprit is actually a phone's case especially if it includes a batterypack of its own.

CAUSES OF HEATING OF PHONE

MALFUNCTIONING AND IMPROPER CHARGER:Malfunctioning or broken chargers are the No. 1 cause of cell phonesbecoming hotter than usual. Broken chargers typically channel the wrongvoltage to your phone's battery, causing the unit to heat as the excesselectrical energy transforms to heat. Using a charger that is not rated forone's phone battery type can also cause the phone to heat up.

INSUFFICIENT AIR CIRCULATION:Computer processors generate heat. Cell phones use computerprocessors, and are designed to take that heat from the processor and

transfer it somewhere where it won't damage the sensitive internalelectronics: typically to the phone's external casing where the excess isdisbursed by normal air circulation. Keeping your phone in pocket or in anysimilarly closed location prevents the air from cooling the phone.


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HEAVY USAGE:Computer processors generate more heat the more they are used. Usingphone for extended periods of time, especially for process-heavyapplications, the unit to heat up is more than usual.

NEED IDENTIFIEDSo, what, if anything, can be done about an overheating gadget?Efficient thermal management for mobile devices like smartphones iscrucial to increase battery life and wasteful heat loss from circuit.Temperature reduction (possible through efficient casing designs) ensurespower conservation in device, and increases device longevity. Due tolesser moving parts in mobile devices, wear and tear due to motion is oflesser concern than that caused due to locked heat in the mobile circuit

system. Overheating of smartphones yields slowed short-term performancedue to avoided thermal runaway, apart from damage to mobilecomponents causing longer tem performance related issues.

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The product Cool Tec is a mobile thermal management protection thatensures managing and reuse of heat generated in smart phones andPlayStations to be dissipated through the use of thermo electric nano -materials and associated technology.

CONCEPTThe concept is to dissipate the heat generated in the high end smartphones due to the using of phone for longer duration, while charging oruse of high processing applications. We plan to use Thermo ElectricMaterial to absorb the heat generated and convert it into electric energythat can be used to recharge the phone.

THE PRODUCT


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COMPETITORS

Research and prototypes have largely focussed on the convective meansof heat dissipation. A more recent one was a multichip module consistingof laminate substrates connecting GaAs and Silicon made active devices.Therein, the thermal transmission is enabled through the top surface of adie to the external test board5.

In another cooling application made for Sony PSPs, the fan was designed withan in-built battery operated mechanism (NiMH rechargeable battery). Whilethis was designed primarily for Sony PSPs, one of the underlying disadvantagesremained the need to recharge it with ac power adaptor that came with thePSP6.

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Koolexs (from Pouch World) Mobile Cooling pouches withSilica Gel based cooling pads that ensured heat dissipationwhile charging the phone and communicating using it. Itwas claimed to provide extended and improved battery life

of mobile phones for which it was used. It was also meant toensure comfortable listening while reducing thetemperature around the speaker area.

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COMPETITIVE ANALYSIS

PROBLEMS WITH THE CURRENT PRODUCTS1. These products are not aesthetically appealing2. They make the phone look bulky3. They add to the weight of the phone4. They restrict on use of the phone

CONCLUSIONAll these products are not suitable for high end smart phones which aremore like an accessory to consumers. The customer pays for various

features which they want to use fully. Thus a product that takes care offunctionality and aesthetics of the phone should work well in the market.

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PRODUCT SCOPE

MARKET SIZEWorldwide, smartphones are the communications accessory of choice,including in emerging markets where consumers are taking up new, morebasic models as this prop moves from being a luxury item to a necessarylifestyle aid.

According to Euromonitor International data, annual smartphone salessurged from US$7.9 billion to US$83.3 billion between 2005 and 2010, withChina surpassing the USA as the largest national market during 2009. Real

global smartphone sales are forecast to reach US$137.4 billion in 2012. Formany developed market consumers, PCs and laptops are beginning totake a backseat as most smartphone owners use these convenientdevices to surf the internet and watch TV anywhere from parliaments tobuses. New aids such as Hive Dock, designed to assist elderly people withvisual impairments to use smartphones will expand the population ofsmartphone users still more.

Retail Sales of Smartphones by World Region: 2010-2015

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WHY CONSUMERS BUY SMARTPHONESSmartphone is the technological equivalent of a Swiss Army knife. Itrepresents a perfect example of the convergent digitaldevice absorbing common portable device functions like video and

email as well as simple things like time keeping. With its key internet accessfeature, its function as information hub and checker, communicator andincreasingly digital purse is assured. Consumers also treat their phonespredominantly as representation of personality, status or style too.

CONSUMER USE BEHAVIOREuromonitor International's Annual Study 2011 confirms the centralityof smartphones to the lives of consumers in the following findings:

1. Mobile phones were used to buy an item or service at least once permonth by 30% of online respondents;

2. As many as 33% of Chinese respondents make a purchase using amobile phone at least once per week, compared to just 6-7% ofrespondents in France, Germany and Japan;

3. 33% of respondents compare prices in store with a phone at least oncea month, while 30% make purchases with a mobile. China had the

highest share of respondents who compare prices in-store at least onceper week, at 39%, while 43% read reviews on their mobile phones.

Young people are now so addicted to their mobile phones it feels like theyhave lost a limb when they are without them, a report published by theInternational Center for Media & the Public Agenda has found.Smartphones are so addictive that many users now hear phantomvibrations because they are desperate to receive new messages, and areobsessive about checking their emails and social networking sites anacademic study from the University of Worcester has found. There's even anew condition 'text neck' caused by the time users spend hunched overmobiles and tablet screens. 2012 will see more consumers usingtheir smartphones to make transactions, using mobile, cashlesstechnologies from Near Field Communication to QR codes to personalcard readers.

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KEY INSIGHTS

THE GROWING HEAT PROBLEM IN SMART PHONESWith the extensive use of applications and features of smartphones thephones get heated up. This is an emerging problem and has not beensolved well by the existing few products in the market. The market size forsmartphones has drastically increased and will soon penetrate to ruralsector too. Since the problem continues to exist and the market size is highthere is a huge scope for the product.

PHONES ARE PRECIOUS ACCESSORIES

Also the existing trend of using smart phone as an accessory reflects aneed for a smart solution to the problem of heat.

SMART PHONES NEED TO BE MORE DURABLEPeople are paying a lot for the gadget and want to use it for a little longerto avail the benefits of the value that they have paid for the same. Thus, aproduct that makes their smart phones life longer would be a benefit forthem.

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DESIGN OBJECTIVES

We identify the design objectives as under:

PROTECTION FROM OVERHEATING:The thermo electric cooler circuit avoids temperature differences when thetemperature limits are reached. This ensures reduced damage to thebattery from overheating, thereby improving battery's longevity.

SURPLUS HEAT DISSIPATION:Heat dissipation from the battery allows higher currents to be carriedbefore the temperature limits are reached. Heat flows out of the battery byconvection, conduction and radiation. The design objective is to maximizethese flows by providing efficient heat conduction path from the batterydeploying thermo electric coolant.

UNIFORM HEAT DISTRIBUTION:We anticipate localized heat spots within the battery pack that may

exceed the specified thermal limits. Through the battery is designed foroptimal thermal dissipation, there could be a problem with the cells in amulti cell pack which will be surrounded by warm or hot cells comparedwith the outer cells in the pack experiencing a cooler environment. Thedesign objective is, importantly, uniform heat distribution.

DESIGNOBJECTIVES

Protectionfrom

Overheating

Uniform

HeatDistribution

SurplusHeat

Dissipation

Heat

Recovery

Minimised

Additionto Weight

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HEAT RECOVERY:We, through this product design, extrapolate a possibility of converting thedissipated heat into electric energy to re-charge back the phone battery.This ensures that the design is eco-sustainable and saves electricity.

MINIMIZED ADDITION TO WEIGHT:One primary design objective is to minimize additional weight to themobile device. The design theory explores the possibility of deployingforced air cooling using a fan (s). Though simpler and inexpensive, thethermal capacity of air (the thermal fluid) limits the design effectiveness(the thermal capacity of air is low). We explore another optimal option ofusing low weight materials.

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TECHNOLOGY

The design employs thermo electric cooler materials which help convertheat (temperature differences) directly into electrical energy. Theunderlying principle is the SEEBECKEFFECT (or thermoelectric effect).

THERMOELECTRIC COOLERS consist of electrically connectedthermocouples (in series), sandwiched between two Alumina Ceramicplates. The desired cooling capacity may be altered with changing thenumber of thermocouples, from few elements to hundreds of units.

THERMOELECTRIC COUPLES PROPERTIESThe following physic-chemical properties of Bismuth telluride (Bi2Te3) findacceptance in the technical design:

1. Narrow gap layered semiconductor (trigonal unit cell). Valence andconduction band structure (many-ellipsoidal model with 6 constant-energy ellipsoids centered on reflection planes).

2. The Vander Walls bonding with the neighboring Tellurium atoms ensureseasy cleavage along trigonal axis necessitating Bi2Te3 based material(those used for power generation/ cooling applications) to bepolycrystalline.

3. The efficiencies of Bi2Te3 based materials can be enhanced by creatingstructures where dimension (s) is (are) reduced. N-type Bi2Te3 hasdemonstrated higher Seebeck coefficient (voltage/ temperaturedifference) of 287 V/K @ 54 C. Nevertheless, higher Seebeckcoefficient implies reduced carrier concentration and electricalconductivity.

Occasionally, Bi2Te3 reports high electrical conductivity (1.1105 Sm/m2)

and low lattice thermal conductivity of 1.20 W/ (mK).

PREPARATIONBi2Te3 is synthesized by sample sealing (under vacuum) of bismuth andtelluride in a quartz tube heated to 800C (muffle furnace procedure toavoid explosion). Commonly available telluride of varying stoichiometryincludes compounds of the Bi-Te-S-(Se) like Bi2Te2S (tetradymite).

TEMPERATURE OPERATING IN SMART PHONESThe electrochemical processes while charging/ discharging of phonebattery yields significant temperature differentials. While the optimalbattery performance is usually specified for + 20C to +30C range,significant performance deviations are reported at higher or lowertemperatures. The temperature differential generated is ~ 35C. 17


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CONSTRUCTIONA typical Thermoelectric Module consists of the following components:

Thermoelectric Material: These are semiconductors to be optimally

sandwiched between two metal conductors controlling the chargecarriage and improve heat pumping ability. Given the relative high figureof merit, Bi2Te3 is explored as design material. Alternative materials (for thinfilms) that have potent capacities include Sb2Te3 and Bi2Te3, Lead telluride(+ alloys), SiGe and nano-materials.

TIM (Thermal Interface Material): Underlying principle includes heat transferfrom the object being cooled (or heated) to the Peltier moduleand subsequently to the heat sink. Given the imperfect nature of materials

between the layers of object and Peltier Module (and Peltier Module toHeat Sink), the heat transmission may occur poorly. This necessitates theuse of Thermal Interface Materials likeainlysilicone based greases, elastomeric pads and thermally conductivetapes.

Heat Sink: Required for heating/ cooling the thermal load, heat sinks aredeployed to collect/ dissipate heat from a source to another. This, thereby,reduces probabilities of TE device getting overheated. Conventionally, fan(s) is used to optimally minimize the size of heat sink size.

Usage of two type of Material (p and n type): TE devices made of singlesemiconductor pellet cant optimally pump heat through them. Higherheat pumping capacities have been enabled through multiplesemiconductor pellets in parallel, connected both electrically andthermally. Alternatively, N and P type pellets can be used in athermoelectric couple (with a copper tab junction), enabling heat flow ina specific direction thus ensuring optimal configuration of a series circuit.

WORKING:The battery is in direct contact with the heat sink which dissipates heatfrom the battery, eventually, transferring it to the dielectric surface of theTEM. By the virtue of SeebeckEffect, the generated current is in turn usedfor charging the battery. A Bi2Te3 TEM (40 couple p-n junction) canproduce 3V for a temperature gradient of ~8 C.

THERMOELECTRIC PERFORMANCE:TEM performance depends on the following factors:

1. The temperature of the cold and hot sides.2. Thermal and electrical conductivities of the devices materials.3. Contact resistance between the TE device and heat source or heat

sink.4. Thermal resistance of the heat sink.

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The heat absorbed is transferred through substrate to thermo couplesconnected with conductor. The thermocouples are made of thethermoelectric nano material bismuth telluride.

Temperature difference between the cold side and battery when incontact start the energy transfer and convert the heat energy intoelectric energy which is directed to the interim storage and redirected

to recharge the phone.

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WORKING


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THE FINAL PRODUCT:

DIMENSIONS (MM):Thickness: 1.1

Individual layers Thickness:Heat Sink(copper plus thermal paste): 1mmBismuth Telluride thermo couple layer: 0.1 mm

SPECIFICATIONS:3V for a temperature gradient of ~8 CCooling power (T = 20 K): 0.3 W

BENFITS OF THE PRODUCT:Protects From OverheatingDiscipates surplus heatDistributes heat uniformily

Recovers heat and converts into electric energy to recharge the phone

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USE SCENARIO

Here are a few scenarios in which the user would be using it.

Sudip is a college going guy of 25 years. He is a very socialized person andhas a few girl friends too. He keeps talking and texting from phone roundthe clock, while brushing, shitting, eating, sleeping, during lecture andwherever he goes. His phone used to get heated up a lot and he had to

juggle for his ear phones or some air conditioner to cool his phone. Now heuses the CoolTec in his smartphone and is very happy as he can talk easilyfor long and his ear doesnt hurt because of the heat. His battery cyclehas also improved by the self recharge mechanism. He is very happy now.

Rohan is a gamer. He is a very tech savy person and loves exploring appsand games on his smart phone. His phone used to get heated on use ofhigh power applications and internet-enabled functionalities. His hands useto sweat because of the heat and would get irritated and leave thephone. Now his smart phone has CoolTec. His phone doesnt remain hotand he can easily play for long.

Ruparna is an co-orporate head and travels a lot all the time. She doesnt

find many places where she can charge her phone frequently. Hersmartphones battery dies soon because of the over use of applications onthe go. Now she has CoolTec in her smart phone which recharges herbattery from time to time. She is very happy with the reduced frequency ofrecharging.

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BUSINESS MODEL

VALUE PROPOSITIONCool Tec A Mobile Thermal Management System ensuring dissipation -reuse of heat generated in smart phones and PlayStations to eco-smartrecharge of phone batteries. It is an eco friendly way to recover dissipatedenergy and converting it to usable electrical energy; with additionaloffering of increased durability of smart phones.

REVENUE STREAMSWe envisage the under listed revenue streams for the product:

Through contract with mobile manufacturers:

We plan to operate on contract based to enable sustainable operations inthe initial years of existence. The primary challenge shall be to negotiateprofitable terms with the case/ battery manufacturer.

Through shared profit with on store sales:The product will also be sold through retail store where the challenge is totrain the employees to be able to install CoolTec into the product.

Through contract with other handheld devices manufacturers:

We would be introducing it for other handheld

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USERSATISFACTION

CONVINIENCE

SUSTAINABILITY COMFORTWhatdo weoffer?


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KEY PARTNERS1. Investors2. Employees3. Staff

4. Mobile phone manufacturers5. Mobile phone dealers6. Other Agencies for outsourcing7. Machinery manufacturers8. Raw material manufacturers (nano materials and others)9. Government

KEY ACTIVITIES1. Research and Development

2. Designing and Prototype3. Production and operations4. Finding manufacturers and dealers5. Marketing and Sales6. Finance and Accounts7. Legal Activities (IPR protection and other)

KEY RESOURCES1. Land

2. Machinery3. People (Labor, Maintenance staff and employees)4. R&D Data5. Office equipment and furnishings6. Database of manufacturers7. Stationery and raw materials for prototyping

CUSTOMER SEGMENTThe end target customer segment are the final users of smart phone.

Specially hi-end smart phones which are priced more than 20K.

DISTRIBUTION CHANNELThe CoolTec would be sold to customers as an inbuilt part through smartphone manufacturers like Apple, Blackberry, Sony, Samdung etc. and asan additional product through smart phone dealers or retailers. It cannotbe directly sold to the customers online as CoolTec needs to beconnected to the circuit for recovery of heat.

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CUSTOMER RELATIONSHIPSince the product is meant to increase the life of the phone battery itsperformance would itself for better customer satisfaction. We would offer aseparate warranty for CoolTec and change of the components in case of

faulty performance.

We would keep a close eye on the customer feedback online through reviewsand through personal feedback taken from the dealers as they are more closeto the end users.

COST STRUCTURECALCULATION OF COST PRICEBismuth Telluride price = $1000/kg

Density of Bismuth Telluride = 7.70 g/cm3Typical battery surface area size = 25 cm2Required thickness = 0.1 mm = 0.01 cmNo. of Bismuth Telluride 0.1 mm films produced/kg= 1000/(7.7*25*0.01) = 520 piece (Approx.)Price per piece of Bismuth Telluride film = 1000/520 = $2 (Appprox.)

Copper price = $10/kgDensity of Copper = 8.96 g/cm3

Required Thickness = 1 mm = 0.1 cmNo. of Copper 1 mm films produced/kg= 1000/(8.96*25*0.1) = 45 (Approx.)Price per piece of Copper film = 10/45 = $ 0.22

Total raw material price of the CoolTec product = $ 2.22Assuming manufacturing cost per piece of CoolTec= $ 0.75

Total Cost price per piece of CoolTec = 2.22+0.75 = $3 (Approx.)

PROFIT CALCULATIONASSUMPTIONS:Given high barrier to entry due to us having technology and first moveradvantage, we will keep high margin of about $1 per piece i.e. around 33%margin.

Apple iphones has 16.9% share in smartphone market. Iphones yearly salesare around 100 million sets.

Taking double of the yearly sales of iphone as the proxy for yearly sales ofsmartphone over Rs 20,000, we get a market size for CoolTech of around 200million annually.

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Assuming we capture only 10% of this market in 1st year. This is quite probable,given our innovative product and low profit margin at our end.

Total yearly profit = 200*106 * 1 * 0.1 = $ 20 million

FINANCIAL FORECAST

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2012 2013 2014 2015 2016

Market Size (No. of smartphones sold (inmillion) of more than Rs 20,000) 200 218 237.62 259.0058 282.3163

Market share of CoolTech (in %age) 10% 15% 20% 25% 30%

Sales of CoolTech (in million pieces) 20 32.7 47.524 64.75145 84.6949

Revenue from CoolTech (in million $) 60 98.1 142.572 194.2544 254.0847

Operating Margin in million $ (approx. 30%) 18 29.43 42.7716 58.27631 76.22541

NPV of first 5 year profit (in million $) $137.25

Intial Investment (Assuming zero initialinvestment)

Smartphone market Y-O-Y growth rate 9%

Discount rate (Assumption: given the risktaken) 15%


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BUSINESS PLAN

ENTRY BARRIERSMobile phone cooling apparatuses have recently started gaining acceptance.However, the market receptivity continues to be localized to premiumsmartphone users. Few competitor companies like Koolex have launchedcoolant filled mobile covers. Barring similar companies and designs, therepractically are no companies investing in smart battery coolant systems usingthermo-electric materials (TEM) and eco-smart designs enabling rechargingback the battery.

On that front, we anticipate low entry barriers. We in subsequent sections,enumerate key operation challenges that may provide entry barriers duringinception.

SHORT TERM PLAN

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Collaborating with R&D institutes to develop a working prototype and testing it

Getting patent for the product design, concept and manufacturingprocess

Collaborate with multiplephone/battery manufacturing

companies

Manufacture CoolTechourselves or through mobilemanufacturer/ third party?

Collaborating with venture capital firmfor financing

Decide terms and conditions forrevenue/profit sharing

Pitching to multiple phone/batterymanufacturer for adopting CoolTech

Increase revenue through B2Bmarketing activities

Expanding the product line to other e-devices through R&D

Thirdparty/mobilemanufacturer

Manufactureourselves


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LONG TERM PLAN: SCALABILITY AND EXPANSIONGiven the on-going price war, and subsequent squeezing of profit marginsof the smartphone and playstation players, the mobile handsets areexpected to witness price reduction. Accordingly the market is slated to

expand due to increased willingness to own affordable smartphones andplaystations. Product differentiation shall remain key differentiation. Keyoperating players include Apple Inc., HTC Corp., Nokia Corp., SamsungElectronics Co. Ltd., Karbonn Mobiles, LG Electronics, Maxx, and Micromax.CoolTec is expected to find wide market receptivity given the expandingSmartphone and Playstation Market and increasing volume-basedtransactions in the industry.

The thin film attachable product shall be advertised in print and online

using Web 2.0 techniques leveraging effective content managementcapabilities. The online sales are expected to stabilise post year 1.

EXIT STRATEGYCoolTec is expected to experience first mover advantage for beingdisruptively innovative in respective product segment. As the productmatures, post growth and acceptance in the market, the possibilities ofselling the patent right to a prospective manufacturer along with the unitmay be explored. The product may be extended for other electronic

appliances later.

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CHALLENGES

IPR PROTECTIONOne of the prime challenges shall be patent filing and commercialising fastin the market. Given the highly competitive and fast growing market thethreat of replication is very high.

FINDING MANUFACTURERS AND DEALERSAnother operational challenge shall be to locate manufacturers of mobilephones that are ready for negotiating profitable terms and raw materialand machinery providers who would help us with the asset adequacy for

manufacturing the product. Post manufacturing, dealers and retailernetwork building shall require sales force preparedness and logisticchallenges.

MARKETING AND DISTRIBUTIONA network of dealers and retailers can be built only through continuedefforts towards sales and marketing of the product. Since this shall bedisruptively unique in the product category for various smartphones, theproduct is expected to pick up in sales in year 1 itself. Sales shall be tied up

with various smartphone manufacturers.

RESEARCH AND DEVELOPMENTGiven the dynamics of the smartphones market crowded with newerdesigns, we shall be required to set up a R&D wing that strives for requisitechanges in design and utilities of the product. Development of workingprototypes for demonstration to prospective clients shall requisiteadequate design research and development.

DESIGNING AND PROTOTYPINGPitching to prospective smartphone manufacturers shall be corroboratedwith functional prototypes in hand. Sufficient design and prototypingresearch and fund adequacy (for suggested and requisite designchanges) shall ne remain a prime concern.

OPERATIONSLogistic challenges of sales force preparedness, distributors and retailers foron-ground sales shall be an operational challenge. Ensuring sufficient

brand equity online through continued costumer reviews andincorporation in designs shall be another.

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BIBLIOGRAPHY

1. http://www.dropeik.com/risk_excerpt.html

2. http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Mobil

e_phones_and_your_health

3. Wikipedia

4. http://www.sciencedirect.com/science/article/pii/S1359431110002498

5. http://www.electronics-cooling.com/2000/05/a-system-level-cooling-

solution-for-cellular-phone-applications/

6. http://www.cellphoneshop.net/cofanforsops.html

7. http://www.popularmechanics.com/technology/how-to/tips/why-

does-my-phone-get-so-hot

8. http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResults

List.aspx

9. http://scienceray.com/technology/the-1-fabric-that-could-charge-your-iphone-using-the-heat-of-your-body/

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Report by:Debasish Mitra (IIMA)

Jyotika Bindra (NID)Ravish Kumar (IIMA)Tanu Malhotra (NID)

Documents

Ntadbm Report - CoolTec (Group 5)