Tektronix product ideas
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Tektronix product ideas

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Product road map of Tektronix Oscilloscop solutionse

Product road map of Tektronix Oscilloscop solutionse

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    Tektronix product ideas Tektronix product ideas Presentation Transcript

    • Tektronix oscilloscope software:Business ideasBabu AppunnyMBA, B Tech, Six sigma black beltEmail: babu_c_appunny@yahoo.comPhone: +91 9010 320 471 or +91 40 4026 8845
    • Notes• This presentation is intended to share my thoughts in developing product road map for Tektronix’s oscilloscope software solutions.• As outsider I have limited information about the organization’s competencies and features in its products; hence there is high probability that the suggested ideas have been implemented, considered or dropped after consideration.
    • Contents• Industry trends and software trends• Uncertainty and Impact analysis of the trends• Adjacency analysis of the industry• Product ideas
    • Trends: test & measurement and software industriesthe trends of today will become stronger and shape the industry tomorrow Mega Global Forces Competitors & Substitutes Social, Technological, Economic, Political, Environmental • Oscilloscopic apps on smart phones and tablets • Competition from low cost competitors, especially • Rohde & Schwarzs entry in oscilloscope market from China • Lecroy’s focus on medium/low end market Changing Capabilities Customers Competences, Suppliers, Partners & Networks Consumers, Channels, Influencers • Pressure to reduce upfront investment • Cloud computing and “On Demand” pricing models • Data analysis and interpretation • Mobile computing
    • Impact and uncertainty analysisHigh impact and high uncertain trends will be the differentiators tomorrow Software # Trend Name Scope High Change is clear hence all players 1 Competition from low cost No will be prepared to face the 2 6 competitors challenges 2 Cloud computing; “On Yes Tomorrow’s differentiators: Demand” pricing models; Under prepared players loose Pressure to reduce upfront 3 the market share and prepared investment players surge ahead in market Impact 3 Mobile computing; Yes Oscilloscopic apps on smart phones and tablets 4 Rohde & Schwarzs entry in No Not Critical oscilloscope market 5 Lecroy’s focus on mod/low end No market 6 Data analysis and data Yes Low interpretation Low Uncertainty in industry adoption High • The trends 1,4 and 5, which are not in scope of software solution, have been omitted; however these shall be considered in the product plan of Oscilloscope as a whole • Higher uncertainty in industry’s adoption is an opportunity for growth. While other players are “thinking” about the opportunity, Tektronix can develop and market the solutions.
    • Adjacency analysis: product/technology and marketEntry to the adjacent space offers immediate opportunity, where as entry to new space offersmedium to long term opportunity • Remote monitoring & • On demand pricing diagnostics: onsite New Product or technology • Real time monitoring & • Medical diagnostics (EKG) Adjacent diagnostics: Laboratory • Asset management • Premium oscilloscope • Measurement solutions Core • Testing solutions Current, proven Adjacent New Market, business model, or channel
    • Business ideas:Opportunities that delivers future growth are considered for detailed analysis Sl # Business Idea Source Description A Data analytics Trend analysis Statistical analysis of the data captured using oscilloscope a) Online: limited analysis, while the scope is connected to the system under test b) Offline: Complex analysis with stored data captured with the scope B “On Demand” pricing Trend analysis Sell hardware, enable advanced features based on the subscription C Real time monitoring Adjacency Capture waveform data for all the connected channels & diagnostics: analysis based on configurable events. For example capture all Laboratory analog signals when any of the signals raise above 125% of the configured value D Remote monitoring Adjacency Same as in (C) but at site conditions. & diagnostics: analysis An oscilloscope with possible cloud connectivity minus onsite local display panels will be sold for this solutions E Asset management Adjacency Monitoring of high cost, long life, mission critical analysis equipments F Medical diagnostics Adjacency EKG machine analysis
    • Opportunity analysis:Implement the ideas that delivers best benefits with less risk and cost Sl # Business Idea Value preposition Customer base Risks & challenges A Data analytics Detection of the trends and Existing •Statistical data analytics variance, which usually human features in the software eyes miss B “On Demand” Low upfront investment Existing •Internet based licensing pricing model C Real time monitoring Enables the resolution of hard to Existing •Event detection feature & diagnostics: detect events, resulting optimal •Waveform capture Laboratory product design. feature (existing feature) D Remote monitoring Enables the resolution of hard to Manufacturers of • Same as in (C) plus & diagnostics: onsite detect events, resulting optimal Power electronics •Data transfer over product design. products internet, 3G/4G, VPN • Switched power supply • Drives & controls • Locomotives E Asset management Tektronix cannot provide Service organizations •Same as in (D) significant differentiation over that support industrial •Different market segment existing products in the market equipments F Medical diagnostics Healthcare customer Totally new market for the (EKG) base company
    • Business ideas: next actionsImplement the ideas with lesser risk and do market research beforeimplementing the ideas with greater risks Sl # Business Idea Actions A Data analytics • List the relevant statistical features in the product line and work with customer groups to identify the most important features • Develop and test market the product B “On Demand” pricing • Market research to identify the need in the market • Develop the product if there is need in the market C Real time monitoring & • Implement event configuration and detection feature in existing platforms diagnostics: Laboratory • Develop and test market the product D Remote monitoring To be done once (C) is done. & diagnostics: onsite • Market research to identify the need in the market • Develop cloud connectivity for data transfer • Test market the product E Asset management Internal discussion to take a decision on entering new market spaces F Medical diagnostics (EKG)