Itsme_MBD@DomusAcademy04/2009

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ITSMENAUTIC_BrandExploitation

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Itsme_MBD@DomusAcademy04/2009

  1. 1. Project by: Thipupsorn Koasayananda, Witold Karalow, Steffen Aas
  2. 2. OVERVIEW CURRENT WEAKNESSES 1-3 12 SECTOR OF APPLICATION OPPORTUNITIES 4 13-14 BOATING SENARIOS 5-6 15-26 PROPOSALS 27-34 SECTOR OF ANALISIS 7-11
  3. 3. Itsme system features: Highly user-friendly Personalized data organization Information gathering Projects start by conversations Grouping System update it self contacts/stories/cases in one All related data/information in File management assistant one place
  4. 4. 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 Adaptability Communities and Integrated platform networks Multiple devices Product Tech Support
  5. 5. Potential User Groups: 1. Doctors 2. Nomads – people in constant travel 3. Marine / Yacht’s men
  6. 6. Boating, why? High value users Innovative technologies New opportunities Need for new services
  7. 7. Market definition: 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.
  8. 8. Opportunities: Equipment not user-friendly Reduce devices and space Offer ‘one’ system for all New features / services
  9. 9. Dashboard from Raymarine
  10. 10. Power Power boat Power boat Sail boat Power boat boat <10 meter <15 meter <15 meter Commercial Functions: 10> meter LEISURE: X X X X X WHF X X X X X Maps X X X X X Compass X X X X X (all required by law) CRUISER: GPS X X X X X X X X Speed X X X X Autopilot PROFESSIONALS: Local Positioning X X X X Chart plotters X X Weather Forecast X X Global Security System (Italy only)
  11. 11. Hard-ware: 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
  12. 12. Soft-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.
  13. 13. RADIOMARINE Integrated Raymarine Advansea Humming- Itsme Devices bird Nautic Navigation GPS –Charts-- x NO x x YES Logs Boat Statistic Depth-Logs-Wind x x x x YES Security x - x x YES Alarms Marine LIving TV-DVD-Monitors- x Limited Limited Limited YES Sound-Fish finder NO NO NO NO YES One Platform
  14. 14. Current weaknesses: Today's solutions: INDIVIDUAL DEVICES TAKES UP LOTS OF SPACE NO COMMUNICATION LOTS OF EQUIPMENT IN A SMALL SPACES
  15. 15. Focus: Complete universal 1 boating management – communication system Computer and hand held devices that offer 2 Flexible solutions for boating
  16. 16. Innovation: 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.
  17. 17. Professionals: - 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.
  18. 18. 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!
  19. 19. Professionals: The challenge is good sources for New Technology and Innovation Research. Strictly for Professional Sailors. The challenge of a life time!
  20. 20. Cruiser: In preparation for an Atlantic Crossing: 1.Installation ‘Itsme Nautic’ system on boat and PC 2. 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 – positioning At the same time I can be on the deck and enjoy with all info in my pocket.
  21. 21. 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.
  22. 22. Cruiser: Communicate Radar is made by PC and get easy and, I have valuable the function on information my handheld from other devise. boats. With Atlantic Its me Nautic Net and our Wind frame representative gives us better can give us real- Efficiency up to time 45% information on the course
  23. 23. Integration: ONE COMMON PLATFORM FOR MORE FUNCIONS NEW COMMUNICATION TOOLS SOFTWEAR ON MOBILE DEVICES HAND HELD DEVICES SOCIAL /TECHNICAL SUPPORT NETWORKS
  24. 24. Charter boating: - 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.
  25. 25. 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.
  26. 26. 1Day On Board Morning Noon Afternoon Evening Night Excursion historical historical night outing night outing PROGRAM Catering breakfast lunch tea-time dinner snacking Shopping O O O Side Activities check-in Hotel restaurant Internet O O O O O Music O O O O O ENTERTAINMENT Karaoke O O O O Radio O O O O O TV/DVD/News O O O O O Mobile O O O O O Camera/Camcorder O O O O O Gaming O O O O Spa Treatment O O O Swimming O O LEISURE Diving O O Sun Bath O O Water Activities O O Fishing O O O O O Learn how to Sail O
  27. 27. Charter boating: ENTERTAINMENT DEVICES PERSONALISED PROGRAM Music Radio Movies Audio Karaoke System Information TV ON BOARD Internet MOBILE $ Games + Learning & COMPUTER Pictures Stories Camera Experience Camcorder Prepaid Sharing Card
  28. 28. 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. Trip & Crew is the STORY: The boat is the VENUE: -Who was on the boat -Planning trips -What events during the trip -Weather forecasts -Navigation -Maintenance -Ports -Anchor places visited -Weather -Security -Discoveries/sights/experiences -Equipment -Logbook -Boating communities
  29. 29. Scenario 1 TECHNOLOGY TRANSFER Scenario 2 Scenario 3 TECHNOLOGY TRANSFER
  30. 30. Scenario 1 Cruiser ProfessionalmidlevelSailor Market: Upper Business model: B2B Market: Partnership: Bavaria/Raymarine Niche Business model: Sponsorships Communication model: Sponsor,P2P and Communication model: Press web Benefit for itsme: Benefit for itsme: Technology level innovation Big market with high and users and need of new innovations
  31. 31. Scenario 2 Cruiser Market: Mid-level Business model: B2B Partnership: Bavaria/Raymarine Communication model: P2P Benefit for itsme: Big market with high level users and need of new innovations Connected through word of mouth
  32. 32. Scenario 3 Leisure Boating Market: General Business model: B2B Partnership: Sony/Sky Communication model: B2C Benefit for itsme: Biggest boating market, and Partnership with entertainment majors.
  33. 33. Scenario 1 Scenario 2 Scenario 3
  34. 34. Scenario 1 Premium technology and innovation Scenario 2 Scenario 3 Partnership Big market with and alliances many with status opportunities brands for new tools

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