Itsme_MBD@DomusAcademy04/2009

Project by: Thipupsorn Koasayananda, Witold Karalow, Steffen Aas

Index

OVERVIEW1-3

SECTOR OF APPLICATION4

SECTOR OF ANALISIS7-11

CURRENT WEAKNESSES12

BOATING5-6

OPPORTUNITIES13-14

SENARIOS15-26

PROPOSALS27-34

Overview

Highly user-friendly

Grouping contacts/stories/cases in

one

All related data/information in one place

Information gathering

Personalized data organization

System update it self

File management assistant

Projects start by conversations

Itsme system features:

Overview

Itsme system features:Today are not only high value professionals. We have more

complex leisure activities that require systems like Itsme for

our activities:

Software compatibility

Integrated platform

Adaptability

Communities and networks

Multiple devices Product Tech Support

Overview

Potential User Groups:

1. Doctors

2. Nomads – people in constant travel

3. Marine / Yacht’s men

Sector of application

High value users

New opportunities

Need for new services

Innovative technologies

Boating, why?

Boating

During our research we have decided to focus on the recreational sailing and powerboat market.

This is market represent a value of:

3.o1 million

boats in the US 2007.

Market definition:

Boating

Equipment not user-friendly

Offer ‘one’ system for all

New features / services

Reduce devices and space

Opportunities:

Dashboard from Raymarine

Sector Analysis:

Sector Analysis:

Functions:

Power boat10>

meter

Power boat

<10 meter

Power boat<15

meter

Sail boat<15 meter

Power boatCommercial

LEISURE:

WHFMapsCompass(all required by law)

XXXX

XXXX

XXXX

XXXX

XXXX

CRUISER:

GPSSpeedAutopilot

XXX

XXX

XXX

XXX

PROFESSIONALS:

Local PositioningChart plottersWeather ForecastGlobal Security System

XXXX

XXXX

(Italy only)

Navigation GPS, weather and navigation maps, knotlog, depth sounder, radar

Security Inmarsat terminal, warning, EPIRB

Communication VHF radio, WFax, e-mail, terminal, cell phone

Entertainment and needs stereo, TV, camera, fish finder, internet

Sector Analysis:

Hard-ware:

MacENC MacOs only advanced navigation including GPS, routes, tides, radar.

Maptech Offshore Navigator Windows only trip planning chart, GPS compatible and autopilot.

WeatherNet for downloading highly compressed weather info even with poor connections. Also for iPhone.

Mscan Meteo decoding Fax, Navtex, RTTY signals to receive crucial info.

Sector Analysis:

Soft-ware:

Integrated Devices

Raymarine Advansea

RADIOMARINE

Humming-bird

ItsmeNautic

Navigation

GPS –Charts--Logs

x NO x x YES

Boat Statistic

Depth-Logs-Wind x x x x YES

Security

Alarms x - x x YES

Marine LIving

TV-DVD-Monitors-Sound-Fish finder

x Limited Limited Limited YES

One Platform NO NO NO NO YES

Sector Analysis:

INDIVIDUAL DEVICES

NO COMMUNICATION

LOTS OF EQUIPMENT

IN A SMALL SPACES

TAKES UP LOTS OF SPACE

Current weaknesses:Today's solutions:

Opportunities

Complete universal boating management –communication system

1

Computer and hand held devices that offer

Flexible solutions for boating

2

Focus:

1. Integrated yacht onboard system;navigation, security, communication, GPS, wind, speed, depth systems, logs, alarms, weather info. 2. Tech - Product support;Boat manufacturer, engine, hard-wear, sensors and social networks DIY.

3. Added benefit;With communication the manufacturers also would know improvements to their products and the problems consumers have using their product.

Innovation:

Opportunities

Scenarios:

1. Professional Vendee Globe

2. CruiserAtlantic Crossing

3. General Leisure Boating

Scenario1: Vendee Globe Alone

- An ultimate sailing challenge course.

-Trip is preceded by months of preparations and usually sponsored by big research companies.

- Competes against route, time, weather and physical limits.

- Needs: efficient sailing equipments (high-tech), good mind strategy and sufficient diet to survive.

- Competition for loner sailors.

Professionals:

For months, Jeff has been sailing on his own in harsh cold and hot weather non-stop day and night.

While sleeping, automatic sailing system takes over the course and gives alert.

Keeping on track with land team, family, friends and sea guards.

In case, something goes wrong!


Professionals:

The challenge is good sources for New Technology and Innovation Research.

Strictly for Professional Sailors.

The challenge of a life time!


Professionals:

Scenario2: Atlantic Crossing

Cruiser:

In preparation for an Atlantic Crossing:1.Installation ‘Itsme Nautic’ system on boat and PC2. Subscribe to ‘Atlantic service/network’ for weather – routing help.3.Connect to communities that gives guides in emergency situations.

Navigation and weather:‘Itsme Nautic’ provide real-time tracking: wind condition – speed – positioningAt the same time I can be on the deck and enjoy with all info in my pocket.


Cruiser:

LOG BOOK is made so easy with ‘Itsme Nautic’. We just format the information and the system is updated as we sail.

Connecting to other boats during the crossing was made easy with ‘Itsme Nautic’. In Bahamas we meet people we followed to the Azores.

One boat posted our course was heading for of a group of whales. We change the course and in dusk spotted them at a safe distance.

Its me Nautic Wind frame

gives us better Efficiency up to

45%

Radar is made easy and, I have the function on

my handheld devise.

With Atlantic Net and our

representative can give us real-

time information on

the course

Communicate by PC and get

valuable information from other

boats.


Cruiser:

ONE COMMON PLATFORM FOR MORE FUNCIONS

SOFTWEAR ON MOBILE DEVICES

HAND HELD DEVICES

NEW COMMUNICATION TOOLS

SOCIAL /TECHNICAL SUPPORT NETWORKS


Integration:

- Private own boat put into charter service (for commercial use).- Boat size could go up to 50 meters.- Managed by Specialized Charter Yacht Management Company.- Charter rate could start from 54,500 to 350,000 Euros a week.- Chartering accumulation is as many as 18 weeks/year

- Invested heavily on Art Collection, DVD library, High-tech Entertainment, Audio System and High-speed Internet Connection.

Scenario3: Leisure Boating

Charter boating:

- Family of 4 going on Sailing with other 2 couples.- Renting a Charter Yacht for a week, Cruising around Mediterranean Sea-Family-business Trip- Their needs include: Excursion on French Riviera, Spa treatment, Catering, Shopping, Water sport, Fishing, Home entertainment and Internet connection.- Children love: Swimming, Out-door activities and Computer games.- During stay on board, they make contacts to Offices, Companies, Clients, Banks, Brokers and Universities.


Charter boating:

1Day On BoardExcursionCateringShoppingSide Activities

InternetMusicKaraokeRadioTV/DVD/NewsMobileCamera/CamcorderGaming

Spa TreatmentSwimmingDivingSun BathWater ActivitiesFishingLearn how to Sail

Noon

lunch

O O O O O O O O

Afternoonhistoricaltea-time Ocheck-in Hotel

O O O O O O O O

O O O O O O O

Eveningnight outingdinner Orestaurant

O O O O O O O O

O O

Nightnight outingsnacking

O O O O O O O O

O

Morninghistoricalbreakfast O

O O O O O O

O O O O O O O

PRO

GRA

MEN

TERT

AIN

MEN

TLE

ISU

RE



Charter boating:

PERSONALISEDPROGRAM

ON

BO

ARD

ENTERTAINMENT

MusicMoviesKaraokeInformation

Internet Games + Learning

PicturesStories ExperienceSharing

DEVICES

RadioAudio

SystemTV

MOBILE &

COMPUTER

CameraCamcorder

$Prepaid

Card

Proposals:

Trip & Crew is the STORY:

-Who was on the boat-What events during the trip-Navigation-Ports-Weather-Discoveries/sights/experiences-Logbook

The boat is the VENUE:

-Planning trips-Weather forecasts-Maintenance-Anchor places visited-Security-Equipment-Boating communities

WHAT IS ‘Itsme Nautic’?

Is a system that makes all information ‘on board’ easy and flexible. Updates info so you can enjoy/improve your time on/with the boat.

Proposals:

Scenario 1

Scenario 2 Scenario 3

Proposals:

TECHNOLOGY TRANSFER

TECHNOLOGY TRANSFER

CruiserMarket: Upper midlevelBusiness model: B2BPartnership: Bavaria/Raymarine

Communication model: P2P

Benefit for itsme:Big market with high levelusers and need of new innovations

Scenario 1

Professional SailorMarket: NicheBusiness model: SponsorshipsCommunication model: Sponsor, Press and web

Benefit for itsme: Technology and innovation

Proposals:

CruiserMarket: Mid-levelBusiness model: B2BPartnership: Bavaria/Raymarine

Communication model: P2P

Benefit for itsme:Big market with high levelusers and need of new innovationsConnected through word of mouth

Scenario 2

Proposals:

Scenario 3

Leisure BoatingMarket: GeneralBusiness model: B2BPartnership: Sony/Sky

Communication model: B2C

Benefit for itsme:Biggest boating market, and Partnership with entertainment majors.

Proposals:

Scenario 1


Proposals:

Proposals:

Partnership and alliances with status

brands

Big market with many

opportunities for new tools

Premium technology

and innovation

Scenario 1
