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Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
Biz model for visible light comunication
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Biz model for visible light comunication

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These slides summarize a business model for visible light communication, as part of a course taught by Jeff Funk on business models

These slides summarize a business model for visible light communication, as part of a course taught by Jeff Funk on business models

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  • 1. To a greener and brighter world Bronson  Chua Chiueh Woei A0076951W Chen Xiaokai HT083531N Charanya Kandhaswamy A0076954N Chua Hui Yue Jeremy  A0076867J Low Kok Tat  HT083262M Yang SiShuo  A0039765R
  • 2. Presentation OutlineIntroduction Value Proposition Customer  Value Capture Activities Strategic control•Spectrum shortage Selection & •Introduction to VLC Market •Technology Status Segmentation•Our Focus Yang Si Shuo Low Kok Tat Charanya Kandhaswamy Bronson  Chua Chiueh Woei Chen Xiaokai
  • 3. EM Spectrum & ApplicationsLonger wavelength Shorter wavelengthLower frequency Higher frequency Imaging Imaging Wireless  Short‐range Medical  Communication Communication ApplicationSource: http://www.kollewin.com/blog/electromagnetic‐spectrum/
  • 4. Radio Spectrum Allocation in USASource: http://en.wikipedia.org/wiki/File:United_States_Frequency_Allocations_Chart_2003_‐_The_Radio_Spectrum.jpga
  • 5. Wireless Data Demand Frost & Sullivan: Smartphone share rise from 23.9% in  2009 to 67.1% in 2015 * Global Mobile Data Traffic  Growth ** 2008 156% 2009 140% 2010 159% 2011 (estimate) 131% 2012 (estimate) 113% Cisco Forecasts 6.3 Exabytes per Month of  Mobile Data Traffic by 2015* Source: http://www.eweek.com/c/a/Mobile‐and‐Wireless/INSIDE‐MOBILE‐Why‐the‐Demand‐for‐Wireless‐Data‐is‐Growing/** Source: Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2010–2015, http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11‐520862.html
  • 6. Spectrum Efficiency Improvement Source: Amaya, M. A., & Magee, C. L. (n.d.). The Progress in Wireless Data Transport and its Role in the Evolving Internet.
  • 7. Visible Light Communication
  • 8. Visible Light CommunicationRadio VLC • A transmitter emits  • Pulsed light instead  the carrier frequency  radio or microwave  modulated by the  to transmit data encoded information  • Modulated light from  signals various sources • a receiver  • Indoor/outdoor  demodulates or  lighting decodes it • Displays • Wave Guide (zero  • Illuminated signs exposure) /Airwave • LEDs
  • 9. Alternative to Radio Spectrum‐Visible Light
  • 10. VCL Applications Smart lighting Mobile Connectivity Vehicle to vehicle communication Under water communication Location based service Indoor wireless communication
  • 11. Typical Application Example• Wireless communication between hard‐wired Internet  terminal to electronic devices• The LED that illuminates the room could also transmit  date
  • 12. Value  Proposition ‐ Why Visible Light Communication? License ‐free  Frequency above 3THz is  NOT regulated by the Radio  Regulation Law . The use of radio frequency  below 3THz is regulated by  the Radio Regulation Law .
  • 13. Value  Proposition ‐ Why Visible Light Communication? • LEDs are widely used in our life • Office, home, traffic light, street light etc. • Ideal for ubiquitous data transmitter  LED Lighting  Market: Revenue  Forecasts (Asia),  2007‐2017  Source: Frost & Sullivan , world LED Lighting Market p91
  • 14. Value  Proposition ‐ Why Visible Light Communication?• Reduces electricity bill Before VLC After VLCSource: http://eartheasy.com/live_energyeff_lighting.htm
  • 15. Value  Proposition ‐ Why Visible Light Communication? • LED can be used both for lighting & Data Transfer • Less installation Charge (no cables, modem, router) • Easy to install at home requires minimal changes  (LED source, IR Transceiver Chip) • Data transfer rate 500 M bits/s • Better data security due to non inference of  frequency
  • 16. Value Proposition – Comparison of VLC with Cable &Wireless  Source: Wikipedia
  • 17. Market Segment & Revenue share 
  • 18. Market GrowthGrowth of Consumer  Broadband Market (Singapore) Home Boardband Revenue ($ Million) Business Boardband Revenue ($ Million) 700 600 500 400 300 200 100 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: APAC  Board band Market by Frost & Sullivan
  • 19. LED Lighting Market: Per Cent of Revenues by Applications (World), 2010 • Its predicted that in terms of applications, the residential and commercial markets  are expected to grow as is street lighting. Source: Frost & Sullivan , world LED Lighting Market
  • 20. Needs of different Market Segment Business RF usage permitted RF usage not permitted General  Business  Hotels/ Universities/ Petrochemical  Under Water  Millitary Factors Home User Restaurants Polytechnics Hospitals refinery communication VehiclesSpeed Medium High Medium High Low Low Low HighAvailability Medium High Medium High Low Low Low HighConsistency Medium High Medium High Low Low High HighReliability Medium High Medium High High High High HighPrice Sensitivity High Low Medium High High High High LowInfrastructure Change Low High Low High High Low Low LowSecurity High High Medium High High High High High
  • 21. Target Customer Expectations of Pragmatic Customers??? • Look for well established Reference • Look for better customer support  • Highly Price Sensitive • High sense of PracticalityHow are we going to reach these pragmatic customers????
  • 22. How to penetrate the market??? Visionaries Conservative Developing the  late  Developing the Early  Market  Penetration market market Pragmatist Technology Enthusiasts
  • 23. Value CaptureHotelUniversitiesIDA (Private Sectors) On Approval for  Installation  Installation of VLC Product for  End Customer  HDB flats (Service/Consultancy) Consultancy Consultancy Telco Placing order  VLC Company Contract Vendors Delivering order 
  • 24. Summary of  Revenue capture•Free evaluation on consultancy for  SME businesses such as Hotel, café on applicability of VLC for their business and if agreeable installation  service and hardware is charge a fee and upon technical issue a fee will be charged•Upon gaining approval as a Approve Vendor, each new flat build and the number of needed Hardware (LED + Transceiver) will be charge a fee, additionally a service charge will  be rendered if technical support is needed  •Working with local telcos to promote to existing  subscribers (existing flat owners) to adopt the use of VLC, upon agreed by subscriber , telcos will request us to provide the product and installation. A fee will be charged
  • 25. Value Capture in Business ModelDominant Revenue Basic IdeaModelSale of service/product Direct salesFee for Service Fee for metered service (Installation charge)
  • 26. Scope of Activities‐ Marketing Visionaries Conservative • Consultancy services to  Singapore Government • Top tier customers • Save electricity  • Revenue & profit initiative(PUB) • Attaining Technology maturity • Sustainable energy  • Full product line services initiatives • Strategic partners & Alliance • Trade Shows • Business Press coverage • Technology Conference • Financial Analyst Endorsement • Demos • Demos on Successfully  • Trails implement Projects • Technology  Press Coverage • Product Differentiation after  • Guru endorsements installing VLC • Collaboration • Demos on Technology  Sustainability on large Scale  implementation Technology  • Large scale Advertisements  • Market Share Enthusiasts Pragmatist
  • 27. Scope of Activities‐OperationConsultancy to Visionaries:Providing consultant service to Singapore government operations such as IDA Singapore, Sustainable Singapore, Singapore Electricity board on ways to provide cheap, efficient ways of network communicationCollaboration for better Distribution Channel:Collaboration with home Internet Service provider (SingTel, StarHub )
  • 28. Scope of Activities‐Operation Negotiation with contact  Gaining approval as a   manufacturer on  Installation / technical Government RFP  (HDB) Approve vendor continuous improvement  support on product quality
  • 29. Scope of Activities‐R&DContinuous improvement on product/  Participate in  Standard  Setting  Participate in Technology  conference   & service Organizations (VLCC), IEEE  802.15   M2M  evolution 
  • 30. Strategic Control for VLC • How to sustain profit?  • Apply Blue Ocean Strategy to create uncontested  market space 
  • 31. Strategy to Expand VLC MarketCreate uncontested market space in: • Underwater communication• Hospital• VEHICLE & TRANSPORTATION• Complementary product for Smart Homehttp://visiblelightcomm.com/top‐10‐visible‐light‐communications‐applications/
  • 32. Strategic Control for VLC I. Create high entry barrier by well protected IP  portfolio II. Research collaboration with universities  to  improve the product feature and functionality III. Create our own brand to more customer base  through network effect and mass advertisements  http://www.theengineer.co.uk/1007419.article
  • 33. Thank You

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