This document describes iFetch, an Xbox Kinect app that allows users to search for information about objects seen in streaming media by using hand motions or voice commands. iFetch combines image search, product recommendations, Xbox, Xbox Live, and Kinect. It works through an 8-step process that follows the marketing funnel. The document discusses iFetch's vision, how it works, industry demographics, consumer trends, the Xbox Live market, and a competitive analysis. It also outlines iFetch's project team, 7-month project plan, and potential value in changing digital media and advertising.

1. iFetch for Xbox Kinect

3. iFetch
…for Xbox Live Kinect
Opportunity What kind of car is that?
Who makes that car?
Watching streaming media…. Where can I see one?
Where can I buy one?

4. What is it
Xbox Live Kinect App allowing viewers to use a hand
motion or voice command to search from within
streaming media.
iFetch searches from images seen in movies, games, or
pictures through an Xbox.
iFetch combines five existing technologies:
1. Interactive Entertainment Console (Game Console) - Xbox
2. Interactive Entertainment Online Service - Xbox Live
3. Motion and Voice Control Device - Kinect
4. Image Search Tools - Google Goggles
5. Product Recommendation Services - Google / Bing

5. Vision
iFetch aspires to become the leading
interactive search application for
objects within online media distributed
through an interactive entertainment
device or game console (xbox live).

6. How it Works?
iFetch works through a 6 steps
process:
1. Observation
2. Recognition
3. Selection
4. Processing
5. Results
6. Recommendation.

7. How it works? - Theory
8 Step Process
Follows the Basic
Marketing Funnel
with Associated Media
iFetch Value Add:
- Interactivity
- Dynamic Delivery

8. Industry Demographics
 72 % of USA households
• 18% under 18 years old
• 53% between 18 to 49 years old
• 29% over 50 years old
 Average gamer:
• 37 year old
• 12 years of playing

9. Consumer Trends
 Growth
• $ 10.5 Billion in 10 Years
• 290 % increase
 Content
• $ 15.9 Billion of total spending
• 79 % of consumers spending

10. Trends
• New “New Media Ecosystem” – Gartner Research 2/2011
• Development of Game Console as a media device – a replacement
for the traditional TV set
• Increase Online Movies Viewed Through a Game Console
• Advancement in Human Interface – voice control and motion
control
• Enhanced Search Capabilities Images

11. Online Video Users Comparison
• Projected Xbox Live usage
to increase is expected with
the release of Media
Service next month.

12. Xbox Live Media Partners
Media
Service Launch Date

13. Xbox Live - Market
• 45 million consoles sold in 35 countries.
• 157 % increase in the time spent watching movies and
• Xbox 360
television on Xbox.
• 42 % of Xbox LIVE Gold members in the US are watching
• Xbox Live
an average of an hour of television and movies on their • Xbox Kinect
Xbox
• 30 hours of digitally distributed television and movies a
month.
• 25 million members of Xbox LIVE around the world are
each spending more than 30 hours per month on the
service – that means cumulatively Xbox LIVE members
are now logging more than 1 billion hours a month on the
service.
• Access to Xbox LIVE is expanding from 26 countries to 35
this November.

14. Xbox Live – Demographics
Gender
• 61 % male
• 39 % female
Age
• 70 % - Age 18-34
• 20 % - Age 35-44
Income
• 88 % household income $30,000 +
• 37 % household income $100,000 +
Source: Simmons National Consumer Study, Spring 2009

15. iFetch - Revenue Potentials
• Traditional Online Advertising
– Ad Searches (MS Advertising Services)
• Marketing Funnel
– New Advertising challenge to enhance product
positioning

16. Competitive Analysis Report

17. Competitive Analysis
Motion
Game Console Units
Control
Voice Movies / TV Internet
MS Xbox 45 million X X X X
Sony Play
77 million X No X X
Station
Nintendo 140 million X No X X
• Xbox is the only console with monition and voice
control, providing a competitive advantage to other
systems

18. Organization – Project Team
Experience Contribution
Strategic Planning Leadership
Project Management Implementation
Project Manager
Software Management Execution
Java Development Creativity
Google Web Toolkit IT knowledge
Object Oriented Developer Interfacing
System Architect Data and Systems Integration
Game Developer Voice and Motion Integration
Xbox Developer Multi-Platforms knowledge
3D Graphics Developer UI frameworks
Developer Xbox Xbox Platforms

19. Project Plan
• Phases approach over 7 months
– Locate Resources
– Refine Project Plan
– Develop UI (Xbox Interface)
– Develop Search System
– Business Plan – Tandem

20. iFetch – Value Add
• iFetch has the potential to dramatic change digital media and
advertising by combing the developments in the interactive
entertainment industry and search optimization, creating a new
realm of business opportunities.
• iFetch is the next wave of search and integrated media
advertisement.

21. iFetch
…for Xbox Live Kinect
$300,000 of Venture Capital
7 months
Prototype
Business Strategy