Airbag
Predictive Innovation
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Product Family Analysis

Agenda
1. Initial Invention
2. Alternatives
3. Product Family
4. Core and Differentiators
5. Marketing Strategies
2
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Airbag: How It Started
3
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Airbag Functioning
Determine Airbags are
Detect
severity of attached to
collision
collision rigid structure
Initiate Protect
Restrain
inflation of Inflate airbags occupants
occupants
airbags during collision
Airbag inflates
Determine
toward
which airbags
occupant
to inflate
4
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Agenda
1. Initial Invention
2. Alternatives
3. Product Family
4. Core and Differentiators
5. Marketing Strategies
5
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Progress Diagram
Purpose Basic Product Function
Protect
Restrain
occupants
during occupants
collision
6
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Alternatives for Purpose
Purpose: Protect Occupants During Collision
• Direct Alternatives • Protect occupants before
collision
• Protect occupants after
collision
• Indirect Alternatives • Destroy occupant (for testing)
• Protect non-occupant
• Render collision safe
• Stable Alternatives • Warn about collision
• Avoid collision 7
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Airbag deployment
Direct
Alternatives
during collision:
Protect during
collision
– In “one shot”
1958
Single
2,834,606
– In multiple stages
1975
Multiple
3,868,126
1998
Continuous
– As a continuous
5,709,405
process with variable
speed
8
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Start deploying airbag in
Direct
anticipation of collision:
Alternatives
– In one stage, as soon as
Protect before
collision
an object is detected in the
1972
Single
vehicle path
3,684,309
2001
Multiple
– In multiple stages, with low-
6,273,465
2003
Continuous pressure inflation of airbag
6,623,033
in anticipation of collision
– As a process depending on
continuous detection and
anticipation of collision
9
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Airbag protects
Direct
occupants from damage
Alternatives
due to excessive
Protect after
collision
movement after a
2001
Single
collision:
6,273,465
Multiple – By predetermined
restraining inflated airbag
Continuous
– By multi-stage restraining
inflated airbag
– By continuous correction of
airbag pressure and shape
10
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Devices that model
Indirect
and measure the
Alternatives
potential damage to
Destroy occupant
occupant caused by:
No patents
Single
– Airbag deployment
Multiple
– Deployment of multiple
Continuous
airbags
– Airbags deployment in
combination with other
collision factors
11
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Airbag protects a
Indirect
Alternatives pedestrian from being
Protect non-
injured:
occupant
– One airbag cushions
2000
Single
pedestrian
6,106,038
2002
Multiple
6,474,489
– Multiple airbags: for upper
Continuous
cushioning and lower
support
– As a continuous,
controllable “gentle
protection”
12
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Exterior airbags reduce
Indirect
Alternatives damage and injury from
Render collision
collision
safe
– Airbags deployed during
1998
Single
collision
5,732,785
2004
Multiple
6,749,218
– Airbags deployed in
Continuous
anticipation of collision
– Airbags deployment as a
continuous process
depending on dynamics of
collision
13
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Airbag system warns
Stable
Alternatives about increased risk
Warn about collision
– Driver is warned about
potential for collision
1992
Single
5,119,901
– All drivers are warned
2000
Multiple
6,081,188
about activation of safety
2001
Continuous
devices in the vehicle
6,278,360
– Continuous measurement
and different levels of
warning to all drivers
14
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Use sensors of airbag
Stable
system to initiate various
Alternatives
vehicle systems in order
Avoid collision
to avoid collision:
– System starts working if
1997
Single
collision risk is high
5,646,613
2002
Multiple
– System works differently at
6,463,372
“low” and “high” levels of
Continuous
potential risk
– System continuously
performs various
preventive actions
depending on actual risk of
collision
15
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
Direct Alternatives Indirect Alternatives Stable
Alternatives
Protect Protect Protect Destroy Protect Render Warn Avoid
during before after occupant non- collision about collision
collision collision collision occupant safe collision
No patents
1958 1972 2001 2000 1998 1992 1997
Single
2,834,606 3,684,309 6,273,465 6,106,038 5,732,785 5,119,901 5,646,613
1975 2001 2002 2004 2000 2002
Multiple
3,868,126 6,273,465 6,474,489 6,749,218 6,081,188 6,463,372
1998 2003 2001
Continuous
5,709,405 6,623,033 6,278,360
16
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Alternatives for Purpose
Purpose: Protect Occupants During Collision
• Direct Alternatives • Protect people during
non-vehicle accidents
and natural disasters
• Indirect Alternatives • Protect occupants under
normal driving conditions
• Warn pedestrians about
• Stable Alternatives
collision risk
17
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Use airbag systems to protect
Direct
people from injuries during non-
Alternatives vehicle accidents and natural
disasters, such as tornadoes,
Protect people
earthquakes, etc.
during non-vehicle
accidents and – “One-shot” deployment of airbags
natural disasters
to protect people, e.g. inside a
shelter from its collapse
1966
Single
3,243,822
– Multi-level deployment of airbags
Multiple depending on severity of risk for
people, e.g. level of shelter
destruction
Continuous
– Continuous controllable
deployment of airbags depending
on conditions and potential risk
during a disaster or non-vehicle
accident
18
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Since there is a risk of injury or
Indirect
damage to the vehicle
Alternatives occupants without collisions,
i.e. under “normal” driving
Protect occupants
under normal driving
conditions, airbags could be
conditions
used to protect from such
No patents
Single damages or injuries
– Airbags inflate for each
Multiple occupant as soon as occupant
is in place
Continuous
– Airbags inflate to different
pressure depending on level
of risk of damage or injury
– Airbags change their pressure
continuously, depending on
situation and risk
19
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
• Use sensors of airbag
Stable
system to warn
Alternatives
pedestrians, e.g. blind
Warn pedestrians
people, about risk of
about collision risk
collision and injury
No patents
Single
– One warning if there is a
risk of collision
Multiple
– Different warnings,
Continuous
depending on low or high
risk of collision
– Continuous determination
of risk and appropriate
warnings
20
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Airbag Product Family Matrix
Purpose: Protect Occupants During Collision
Direct Indirect Stable
Alternatives Alternatives Alternatives
Protect people during Protect occupants under Warn pedestrians about
non-vehicle accidents normal driving collision risk
and natural disasters conditions
No patents No patents
1966
Single
3,243,822
Multiple
Continuous
21
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Progress Diagram
Purpose Basic Product Function
Protect
Restrain
occupants
during occupants
collision
22
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Alternatives for Basic Product
Basic Product: Restrain Occupants
• Direct Alternatives • Restrain occupants in
multiple moves
• Indirect Alternatives • Free occupant
• Move occupant
• Stable Alternatives • Avoid hitting occupant
• Disable airbag
deployment
• Facilitate escape
23
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Airbag Product Family Matrix
Basic Product: Restrain Occupants
• Airbag deployment
Direct
Alternatives
restrains one
Restrain occupant
movement of
(one move)
occupant:
1966
Single
3,243,822
– In “one shot”
1975
Multiple
3,868,126
– In multiple stages
1998
Continuous
5,709,405
– As a continuous
process with variable
speed
24
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Airbag Product Family Matrix
Basic Product: Restrain Occupants
• Airbag deployment
Direct
Alternatives
restrains multiple
Restrain occupant
movements of
(multiple moves)
occupant:
1958
Single
2,834,606
– At the direction of
1958
Multiple
collision
2,834,606
2001
Continuous
6,273,465
– In several directions
– As a continuous
“curtain”
25
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Airbag Product Family Matrix
Basic Product: Restrain Occupants
• Airbag system facilitates
Indirect
occupants’ escape from
Alternatives
damaged vehicle after a
Facilitate escape
collision
1999
Single – In single action
5,975,231
Multiple
– In multiple actions,
depending on low or high
Continuous
level of vehicle damage
– As a continuous action,
depending on vehicle
damage and movements of
occupants
26
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Airbag Product Family Matrix
Basic Product: Restrain Occupants
• Airbag system combines
Indirect
airbag deployment with
Alternatives
appropriate movements
Move occupant
of occupants so that
injury is minimized
2004
Single
– One movement during
6,755,273
airbag deployment
Multiple
– Multiple movements,
Continuous
depending on low or high
level of collision severity
– Continuous movement,
depending on dynamics of
collision and position of
occupant
27
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Airbag Product Family Matrix
Basic Product: Restrain Occupants
• Airbags are deployed so that
Stable
they do not hit the occupants,
Alternatives thus reducing shock and
Avoid hitting injuries
occupant
– One-time restraining of airbag
1996
Single deployment depending on
5,490,069
position of occupant
1999
Multiple
5,997,033
– Multiple-time restraining of
2001
Continuous airbag deployment depending
6,249,729
on damage from collision and
occupant’s movements
– Establishing and continuous
keeping of Keep Out Zone for
occupant relative to the
vehicle interior
28
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Airbag Product Family Matrix
Basic Product: Restrain Occupants
• Disable airbag
Stable
deployment in case if
Alternatives
there is no need
Disable airbag
– Driver switches unneeded
deployment
passenger airbag when
2000
Single
there is no passenger
6,040,637
2002
Multiple
– Airbag is automatically
6,378,899
disabled if there is no
2004
Continuous
occupant
6,672,615
– Airbag system continuously
monitors occupant’s
presence and movements
and decides which airbags
to disable
29
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Airbag Product Family Matrix
Basic Product: Restrain Occupants
• Airbags are deflated
Stable
Alternatives
to free the occupants
Free occupant
– One-step deflation of
all airbags
1999
Single
5,927,748
2003
Multiple
– Multi-step deflation of
6,554,316
2003
Continuous
airbags
6,616,177
– Continuous variable-
rate deflation of airbag
30
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Airbag Product Family Matrix
Basic Product: Restrain Occupants
Direct Indirect Stable Alternatives
Alternatives Alternatives
Restrain Restrain Facilitate Move Avoid Disable Free
occupant occupant escape occupant hitting airbag occupant
(one (multiple occupant deployment
move) moves)
1966 1958 1999 2004 1996 2000 1999
Single
3,243,822 2,834,606 5,975,231 6,755,273 5,490,069 6,040,637 5,927,748
1975 1958 1999 2002 2003
Multiple
3,868,126 2,834,606 5,997,033 6,378,899 6,554,316
1998 2001 2001 2004 2003
Continuous
5,709,405 6,273,465 6,249,729 6,672,615 6,616,177
31
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Progress Diagram
Purpose Basic Product Function
• Attach airbag
• Detect collision
• Determine
Protect collision severity
Restrain
occupants • Determine
which airbag
during occupants to inflate
• Initiate inflation
collision • Inflate airbag
• Inflate toward
occupant
32
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Airbag Product Family Matrix
Function: Airbags Are Attached To Rigid Structure
Direct Alternatives Indirect Stable
Alternatives
Alternatives
Airbag Airbag Airbag Airbag Airbag Airbag Keep airbag
attached in attached attached attached attached attached attached
front of aside of above behind to soft to
occupant occupant occupant occupant structure occupant
1958 1958 1973 1958 1991 1966
Single
2,834,606 2,834,606 3,753,576 2,834,606 5,062,662 3,243,822
1958 1975 1975 1967 1997
Multiple
2,834,606 3,897,961 3,897,961 3,336,045 5,597,178
1985 1972 1972 1972 2005
Continuous
4,552,380 3,687,485 3,687,485 3,687,485 6,877,765
33
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Airbag Product Family Matrix
Function: Inflate Airbags
Direct Alternatives Indirect Stable
Alternatives Alternatives
Inflate all Inflate Inflate Deflate airbag Keep Keep
airbags some airbag airbag airbag
airbags partially deflated inflated
1967 2000 1996 1999
Single
3,336,045 6,040,637 5,490,069 5,927,748
1975 2002 1999 2003
Multiple
3,868,126 6,378,899 5,997,033 6,554,316
1998 2004 2001 2003
Continuous
5,709,405 6,672,615 6,249,729 6,616,177
34
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Airbag Product Family Matrix
Function: Airbag Inflates Toward Occupant
Direct Indirect Stable
Alternatives Alternatives Alternatives
Airbag inflates Airbag inflates Airbag inflates past
toward occupant away from occupant
occupant
1958 1966 1967
Single
2,834,606 3,243,822 3,336,045
1973 1997 1975
Multiple
3,753,576 5,597,178 3,897,961
1972
Continuous
3,687,485
35
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Airbag Product Family Matrix
Function: Detect Collision
Direct Indirect Stable
Alternatives Alternatives Alternatives
Detect Detect Warn others about Warn about
when before collision risk collision risk
collision collision
starts starts
1992
Single
5,119,901
2000
Multiple
6,081,188
2001
Continuous
6,278,360
36
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Airbag Product Family Matrix
Function: Determine Severity Of Collision
Direct Alternatives Indirect Stable
Alternatives Alternatives
Determine Determine Pre-determine Follow the
when before severity of dynamics of
collision collision collision collision
starts
1997
Single
5,646,613
2002
Multiple
6,463,372
Continuous
37
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Airbag Product Family Matrix
Function: Determine Which Airbags To Inflate
Direct Alternatives Indirect Stable
Alternatives Alternatives
Determine Determine Determine Determine which Pre-determine
individually for all how much to airbags to deflate which airbags to
airbags inflate airbag inflate
2000 2000
Single
6,040,637 6,040,637
2002
Multiple
6,378,899
2004
Continuous
6,672,615
38
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Airbag Product Family Matrix
Function: Initiate Inflation of Airbags
Direct Alternatives Indirect Stable
Alternatives Alternatives
Initiate Initiate Initiate Initiate deflation Avoid initiation
when crash before after
starts crash crash
Single
Multiple
Continuous
39
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