MYO: Computer interface based on EMG signals from forearm, Business Model

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These slides use ideas from my (Jeff Funk) class to develop a business model for MYO’s new form of computer interface. This wrist band-based device uses EMG signals from a person’s forearm to control mobile phones, MP3 players, and other electronic devices. This enables users to interact with electronic devices in ways that can’t be done with existing gesture (e.g., Kinect, LEAP)-based devices or touch screens. Snow boarders can control their MP3 players on the slopes while gamers can do new tricks.

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MYO: Computer interface based on EMG signals from forearm, Business Model

  1. 1. MT4002 – Technology Management Strategy Final Presentation 5.11.2013 Aleksi Tiira Jari Kumpulainen Petri Salama Riku Lindholm Tommi Tuulenmäki MYO: A New Form of Computer Interface that uses EMG signals from the forearm
  2. 2. Agenda 1. Value Proposition 2. Customer Selection 3. Value Capture 4. Scope of Activities 5. Strategic Control
  3. 3. Value Proposition
  4. 4. Value Proposition Value Proposition Next generation gesture control with no boundaries – Camera-free – High connectivity and countless industries – Fast and accurate response – Anywhere at any time Customer Selection Value Capture Scope of Activities Strategic Control
  5. 5. Value Proposition Camera-free MYO measures gestures with sensors Customer Selection Value Capture – No cameras, no wires, no buttons Scope of Activities – Range of movement like never before Strategic Control – From subtle everyday gestures to application specific actions Current competition – LEAP, Kinect – Touchscreen – Mechanical input (mouse, keyboard)
  6. 6. Value Proposition Fast and Accurate Response Gestures recognized before movement Customer Selection Value Capture – Muscle activity Scope of Activities – 9-axis inertial measurement unit (MEMS) Strategic Control
  7. 7. Value Proposition High connectivity Bluetooth 4.0 Low Energy – Growing standard that can be utilized by many common devices in many industries • Smartphones, Computers, Smart clocks and glasses… • Drone control (military) • Healthcare • Etc. Versatile SDK allows developers to create MYO applications for any device which requires control and has Bluetooth Customer Selection Value Capture Scope of Activities Strategic Control
  8. 8. Value Proposition Strategy Canvas Customer Selection Value Capture High Offerings Scope of Activities Strategic Control MYO Camera based motion control (LEAP) Low Touchscreen Mechanical Input (keyboard, mouse…)
  9. 9. Customer Selection
  10. 10. Value Proposition Segments 1. End Users The ones that use MYO Customer Selection 2. App Developers Provide the apps for MYO Value Capture Scope of Activities Strategic Control Military MYO Consumer electronics Profession Tools
  11. 11. Value Proposition Needs of the Segments End Users 1 Mobility 2 Connectivity 3 Applications App Developers 1 Easy-to-use SDK 2 Unique platform 3 Users Customer Selection Value Capture Scope of Activities Strategic Control Value for the Segments End Users 1 No wires or external sensors 2 Bluetooth 4.0 3 App library (under development) App Developers 1 Easy-to-use SDK (they have one) 2 No similar alternative 3 User base (under development)
  12. 12. Value Proposition Soldiers Customer Selection Value Capture Scope of Activities Strategic Control Spy Planes Tanks
  13. 13. Value Proposition Customer Selection Value Capture Scope of Activities Strategic Control Hardcore Gamers Casual Gamers
  14. 14. Home Entertainment Users Value Proposition Customer Selection Value Capture Scope of Activities Strategic Control
  15. 15. Joggers Skiers Value Proposition Customer Selection Value Capture Scope of Activities Strategic Control Snowboarders Cyclers
  16. 16. Value Proposition Designers Customer Selection Value Capture Scope of Activities Strategic Control
  17. 17. Value Proposition Presenters Customer Selection Value Capture Scope of Activities Strategic Control
  18. 18. Value Proposition Customer Selection Value Capture Scope of Activities Fast to Learn Strategic Control
  19. 19. Value Proposition Customer Selection Value Capture Scope of Activities Strategic Control
  20. 20. Value Capture
  21. 21. Value Proposition Customer Selection Value Capture Scope of Activities Currently, Pre-order Sales Strategic Control
  22. 22. Value Proposition Customer Selection Value Capture Main Source of Revenue: App Store MYO Scope of Activities Strategic Control
  23. 23. Value Proposition End Users Feedback App Developers Customer Selection Value Capture Scope of Activities $$ $$ Apps SDK Apps $$ % of app revenue MYO Armband Strategic Control
  24. 24. Scope of Activities
  25. 25. Value Proposition Adoption Lifecycle Customer Selection Value Capture CHASM Scope of Activities Strategic Control Source: Couragent web page
  26. 26. Value Proposition Customer Selection Value Capture Scope of Activities Strategic Control How to Cross the Chasm?
  27. 27. Target Value Proposition Customer Selection Value Capture Scope of Activities Strategic Control
  28. 28. The Competitive-Positioning Value Proposition Customer Selection Value Capture Scope of Activities Strategic Control
  29. 29. Value Proposition Customer Selection Value Capture Scope of Activities Sales & Marketing Strategic Control
  30. 30. Value Proposition Customer Selection Value Capture Scope of Activities Customer Support Strategic Control
  31. 31. Other Important Activities Value Proposition Customer Selection Value Capture Scope of Activities Strategic Control Quality Assurance Distribution Channel Ramp Up
  32. 32. Value Proposition Customer Selection Value Capture Scope of Activities Strategic Control
  33. 33. Strategic Control
  34. 34. Value Proposition Strategic Control IP protection – It has patents (e.g., muscle activity sensor) and trademarks Create network effects – The more applications the more users and vice versa Collaborate with other firms to become a standard in the gesture recognition market Customer Selection Value Capture Scope of Activities Strategic Control
  35. 35. Some Conclusions Disruptive technology Unique value proposition that reaches many end users – Huge market potential Major changes in the scopes of activities App store – Network Effect
  36. 36. Pictures Einstein - http://t3.gstatic.com/images?q=tbn:ANd9GcTG59pdgv19QYRwQUWkDlefjNjmuZ10fMR80SwndHbwELZFKMD-8Q MYO - http://media.idownloadblog.com/wp-content/uploads/2013/02/Thalmic-Labs-MYO-armband-technology-002.jpg Military - http://www.hdwallpapersinn.com/wp-content/uploads/2012/09/military-force-images-steep_u-turn_1024x768.jpg Google Glass - http://www.inflexwetrust.com/wp-content/uploads/2013/02/IFWT_Google-Glasses.png Periscope - http://www.qrcodepress.com/wp-content/uploads/2012/07/QR-code-medical-industry.jpg MYO - http://wpmedia.business.financialpost.com/2013/02/myo_black.png Soldier - http://www.freakingnews.com/pictures/1000/Aiming-Soldier-1048.jpg Spy Plane - http://thefutureofthings.com/upload/items_icons/Bat-Inspired-Spy-Plane_large.jpg Tank - http://realhdwallpaper.com/wp-content/uploads/2013/05/Abrams-Tank-Wallpaper-HD-Free-Download.jpg HC Gamer - http://www.mundogamerbrz.com.br/site/wp-content/uploads/2013/01/hardcore-gamer.jpg Kids Playing - https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcQwUtEdfkBRi8GjKAKbyJwVLR6jt86KNT-iSz_vBh7ePJai8fcJ Living Room - http://stuffkit.com/wp-content/uploads/2012/06/Living-Room-9.jpg Female Jogger - http://www.wellandgoodnyc.com/wp-content/uploads/2012/09/woman-stretching-runner-female-asian-landscape-sunset-yellow.jpg Skier - http://goskialberta.com/09/images/file/freeride.jpg Snowboarder - https://www.sport2000rent.com/uploads/tx_templavoila/Langlauf_gespiegelt_03.jpg Cyclist - http://www.muscleelements.ca/wp-content/uploads/2012/06/cyclist.jpg Designer - http://blogs.globeuniversity.edu/wp-content/uploads/2012/08/Graphic-Designer1.jpg Presenter - http://www.keynoteconferences.co.uk/commonFiles/pics/Lecturer%20Stock_000005299702Medium.jpg Developers Wallpaper - http://i.imgur.com/0qRBhoM.jpg Adaptation life cycle - http://www.courinvestor.net/images/Adoption-cycle-with-Chasm.png Crossing the chasm - http://timster-howdarei.blogspot.sg/2011/07/chasm.html Target customer- http://www.flickr.com/photos/cristiano_betta/2909483129/ Salesperson - http://aphelp.ap.org/ Apps - http://cloudcomputing.sys-con.com/node/2570177

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