Managing the Electronic Medical DeviceLifecycle from Standalone Innovation toConverged Capability                  Jeff Br...
United Business Media (UBM)                              Asia
UBM TechInsights                      A flexible value delivery system Largest technical and IP body                    Th...
Technology Lifecycle (Without Convergence)                       Launch                    Critical Price                 ...
Example – Integrated 37” LCD HDTVs (Without Convergence)                                                        US Shipmen...
Technology Lifecycle (With Convergence)                                                                Technology B       ...
Example – 1.3-3.2MP Digital Still Camera       (With Convergence)                                                         ...
Sony has managed the lifecycle
The 3 Stages of Convergence1. Wired or Wireless Connection2. Physically Joined Together3. Integrated
The 3 Stages of ConvergenceCoPilot GPS for Laptop   Navman GPS Sleeve     iPhone with GPS   Withings Blood        AliveCor...
Substitutes Enable Convergence
Smartphone Stethoscope Substitute                        iStethoscope Expert                               Free
Medical ElectronicsVolume Forecast (Mu)         2010 = 266Mu       2015 = 391Mu   Source: Databeans 2010
630Mu                                         275Mu                 120MuSource: UBM TechInsights, Gartner, IDC
Medical ElectronicsRevenue Forecast ($B)         2010 = $129B       2015 = $191B   Source: Databeans 2010
Major Trend              $150B/yr Market*  *Philips
Home Health Care Driver• Improved Efficiency  • Lower Cost  • Improve Patient Results
Home Health Care MedicalEquipment Requirements• Small• Portable• Easy to Use• Connected
Roadblocks to Improvements in HomeHealth Care Medical Equipment• Government Regulations and Requirements• Reimbursements
10-13Mu/yr                500-800Ku/yr   $2.0-$2.7B/yr             $160-$260M/yrPrice: $150-$3,000        Price: $300-$13,...
Hearing Aid Block Diagram  Source: Maxim      Source: UBM TechInsights
Hearing Aid  Past        Current   Future
Smarpthone Hearing Aid Substitutes                                   SoundAMP R                                      $4.99...
ECG Block DiagramSource: Maxim
ECG                  AliveCor Past   Current          Future
Ultrasound Block Diagram Source: Maxim
Ultrasound                       Mobisante  Past       Current   Future
Digital Thermometer Block Diagram   Source: Maxim
Digital Thermometer                             ?                             iGrill    Past          Present   Future
Other Examples of Medical DeviceSmartphone Convergence                                                   Airstrip Patient ...
How do you manage thetechnology lifecycle?
UBM TechInsights IP Lifecycle
Digital Infrared Thermometer• Core Technology  • Measuring temperature with infrared• Company  • Exergen Corporation     •...
Technology and Market AssessmentInternational Patent Classification A61B 05/001: Measuring Temperature Of Body Parts
Technology and Market Assessment
Formulate an IP Strategy   Exergen Corp. Patent Landscape
Establish an IP Position
Leverage IP to Defend BusinessPlaintiffs           Defendants                                         Date Filed   CauseEx...
IP Monetization – Manage andDisposition PatentsPublication Number   Publication Country   Publication Date    TitleEP07633...
• Technology Lifecycle   • High End Innovation   • Low End Commoditization or Convergence• Home Health Care Trend   • Favo...
Even a niche product isn’t safe!Celestron Sky Scout2006 CES “Best of Innovations”$399                                 Star...
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Medical device-innovation-convergence

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mHealth Convergence of MedTech to Mobiles

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Medical device-innovation-convergence

  1. 1. Managing the Electronic Medical DeviceLifecycle from Standalone Innovation toConverged Capability Jeff Brown Vice President, Business Intelligence UBM TechInsights
  2. 2. United Business Media (UBM) Asia
  3. 3. UBM TechInsights A flexible value delivery system Largest technical and IP body  The most comprehensive  of knowledge in the industry offering of any service‐provider
  4. 4. Technology Lifecycle (Without Convergence) Launch Critical Price Competitors  Price  Volume  Size  Critical Mass Displace Another Technology Commoditized (Free)
  5. 5. Example – Integrated 37” LCD HDTVs (Without Convergence) US Shipments 2003 $2,750 Launch 2006 $999 Critical Price 10Mu 2007 30% $549 Critical Mass 17Mu 2008 Displace Another Technology 24Mu2014-2015 $100 Commoditized (Free) 40Mu
  6. 6. Technology Lifecycle (With Convergence) Technology B Technology A Launch Launch IP Critical Price Core TechnologyPrice Size  Software Critical Price Critical Mass Convergence Competitors  Volume  Displace Another Technology Critical Mass Commoditized (Free) Displace Another Technology Commoditized (Free)
  7. 7. Example – 1.3-3.2MP Digital Still Camera (With Convergence) Smartphone Digital Still Camera 1991 1996 $13K Launch Launch $2K2005$150 Critical Price IP Core Technology 2003 Software Critical Price $500 2009 Critical Mass Convergence 2007 Displace Another Technology Critical Mass$20 Commoditized (Free) Displace Another Technology Commoditized (Free)
  8. 8. Sony has managed the lifecycle
  9. 9. The 3 Stages of Convergence1. Wired or Wireless Connection2. Physically Joined Together3. Integrated
  10. 10. The 3 Stages of ConvergenceCoPilot GPS for Laptop Navman GPS Sleeve iPhone with GPS Withings Blood AliveCor EKG Sleeve iStethoscope Pressure Monitor Expert
  11. 11. Substitutes Enable Convergence
  12. 12. Smartphone Stethoscope Substitute iStethoscope Expert Free
  13. 13. Medical ElectronicsVolume Forecast (Mu) 2010 = 266Mu 2015 = 391Mu Source: Databeans 2010
  14. 14. 630Mu 275Mu 120MuSource: UBM TechInsights, Gartner, IDC
  15. 15. Medical ElectronicsRevenue Forecast ($B) 2010 = $129B 2015 = $191B Source: Databeans 2010
  16. 16. Major Trend $150B/yr Market* *Philips
  17. 17. Home Health Care Driver• Improved Efficiency • Lower Cost • Improve Patient Results
  18. 18. Home Health Care MedicalEquipment Requirements• Small• Portable• Easy to Use• Connected
  19. 19. Roadblocks to Improvements in HomeHealth Care Medical Equipment• Government Regulations and Requirements• Reimbursements
  20. 20. 10-13Mu/yr 500-800Ku/yr $2.0-$2.7B/yr $160-$260M/yrPrice: $150-$3,000 Price: $300-$13,000 50-80Ku/yr 80-120Mu/yr $6.5-$8.7B/yr $600-$900M/yr Price: $10K-$300K Price: $2-$400 Source: Databeans 2010
  21. 21. Hearing Aid Block Diagram Source: Maxim Source: UBM TechInsights
  22. 22. Hearing Aid Past Current Future
  23. 23. Smarpthone Hearing Aid Substitutes SoundAMP R $4.99 Dragon Dictation Free
  24. 24. ECG Block DiagramSource: Maxim
  25. 25. ECG AliveCor Past Current Future
  26. 26. Ultrasound Block Diagram Source: Maxim
  27. 27. Ultrasound Mobisante Past Current Future
  28. 28. Digital Thermometer Block Diagram Source: Maxim
  29. 29. Digital Thermometer ? iGrill Past Present Future
  30. 30. Other Examples of Medical DeviceSmartphone Convergence Airstrip Patient Monitoring Withings Blood Pressure Monitor Sanofi Aventis iBGStar Blood Glucose Monitor Littman 3M Bluetooth Stethoscope Wavesense Agamatrix Blood Glucose Monitor
  31. 31. How do you manage thetechnology lifecycle?
  32. 32. UBM TechInsights IP Lifecycle
  33. 33. Digital Infrared Thermometer• Core Technology • Measuring temperature with infrared• Company • Exergen Corporation • “Changing the way the world takes temperature” • Recognized world leader in industrial and medical non- invasive temperature technology • Only manufacturer of retail medical thermometers in the US • 30% of hospitals and pediatricians use Exergen TemporalScanner • Over 1 million consumers use Exergen TemporalScanner
  34. 34. Technology and Market AssessmentInternational Patent Classification A61B 05/001: Measuring Temperature Of Body Parts
  35. 35. Technology and Market Assessment
  36. 36. Formulate an IP Strategy Exergen Corp. Patent Landscape
  37. 37. Establish an IP Position
  38. 38. Leverage IP to Defend BusinessPlaintiffs Defendants Date Filed CauseExergen Corporation Thermoscan Incorporated 7/2/1991 35:145 Patent InfringementExergen Corporation IMED Corporation;Sharper Image Corporation 8/21/1991 28:1338 Patent InfringementExergen Corporation Gentri Controls, Inc.;Raymond Paulk 5/15/1992 15:1121 Trademark InfringementExergen Corporation Thermoscan, Inc. 4/6/1993 28:1338 Patent Infringement ELECTRO‐MECHANICAL SYSTEMS INTERNATIONAL EXERGEN CORPORATION LIMITED, INC. 1/11/1995 35:145 Patent InfringementExergen Corporation Preferred Sales Agency Inc 2/8/1995 35:145 Patent InfringementExergen Corporation Telcon Power Sales, Inc. 5/12/1995 28:1338 Patent InfringementExergen Corporation, Safety 1st, Inc., 3/28/2001 28:1338 Patent Infringement Wal‐Mart Stores Inc.;S.A.A.T. Systems Application  of Advanced Technology Ltd.;Daiwa Products, Exergen Corporation Inc.;Hana Microelectronics Co., Ltd. 7/27/2001 28:1338 Patent InfringementExergen Corporation CVS Corporation 3/12/2002 28:1338 Patent Infringement Kidz‐Med, Inc.;American Scientific Resources, Exergen Corporation Inc.;Tecnimed S.R.L. 8/15/2008 15:1126 Patent Infringement
  39. 39. IP Monetization – Manage andDisposition PatentsPublication Number Publication Country Publication Date TitleEP0763349 EP 8/21/2002 Radiation detector for tymphanic temperature measurementEP0763349 EP 3/19/1997 Radiation detector for tymphanic temperature measurementEP0763349 EP 4/9/1997US2004152991 US 8/5/2004 Temporal artery temperature detectorEP1136801 EP 9/26/2001 Radiation detector for tympanic temperature measurementWO9006090 WO 6/14/1990 Radiation detector suitable for tympanic temperature measurementDE68929421 DE 9/26/2002 Strahlungsdetektor, geeignet für trommelfell‐temperaturmessungDE68928083 DE 1/2/1998 Strahlungsdetektor fÃœr trommelfell‐temperaturmessungDE68928083 DE 7/3/1997 Strahlungsdetektor fÃœr trommelfell‐temperaturmessungEP0447455 EP 5/28/1997 Radiation detector for tympanic temperature measurementUS2001019574 US 9/6/2001 Axillary infrared thermometer and method of useUS2002146055 US 10/10/2002 Radiation detector with passive air purge and reduced noiseAT130087 AT 11/15/1995 Strahlungsdetektor mit entfertem temperaturreferenzort.US2002068876 US 6/6/2002 Temporal thermometer disposable capEP0055773 EP 4/11/1985 Radiation heat loss detector.CA1222886 CA 6/16/1987 Scanning radiation detectorCA1230497 CA 12/22/1987 Variable field of view heat scannerUS2002114375 US 8/22/2002 Ambient and perfusion normalized temperature detectorAU5821299 AU 4/3/2000 Temporal artery temperature detectorAU1789901 AU 6/4/2001 Temporal thermometer disposable capCA2004743 CA 6/6/1990 Radiation detector suitable for tympanic temperature measurementEP0934510 EP 8/11/1999 Axillary infrared thermometer and method of useEP0447455 EP 9/25/1991 Radiation detector suitable for tympanic temperature measurement.US6423970 US 7/23/2002 Radiation detector with remote temperature referenceUS2003001096 US 1/2/2003 Radiation detector with remote temperature referenceWO8200351 WO 2/4/1982 Radiation heat loss detectorEP0055773 EP 7/14/1982 Radiation heat loss detector.US2006222048 US 10/5/2006 Ambient and perfusion normalized temperature detector
  40. 40. • Technology Lifecycle • High End Innovation • Low End Commoditization or Convergence• Home Health Care Trend • Favors movement towards consumer electronics• Feature duplication will be eliminated• UBM TechInsights IP Lifecycle • Technology and Market Assessment • Formulate an IP Strategy • Establish an IP Position • Leverage IP to Defend Business • IP Monetization
  41. 41. Even a niche product isn’t safe!Celestron Sky Scout2006 CES “Best of Innovations”$399 Star Walk $2.99

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