Tektronix oscilloscope software:Business ideasBabu AppunnyMBA, B Tech, Six sigma black beltEmail: email@example.comPhone: +91 9010 320 471 or +91 40 4026 8845
Notes• This presentation is intended to share my thoughts in developing product road map for Tektronix’s oscilloscope software solutions.• As outsider I have limited information about the organization’s competencies and features in its products; hence there is high probability that the suggested ideas have been implemented, considered or dropped after consideration.
Contents• Industry trends and software trends• Uncertainty and Impact analysis of the trends• Adjacency analysis of the industry• Product ideas
Trends: test & measurement and software industriesthe trends of today will become stronger and shape the industry tomorrow Mega Global Forces Competitors & Substitutes Social, Technological, Economic, Political, Environmental • Oscilloscopic apps on smart phones and tablets • Competition from low cost competitors, especially • Rohde & Schwarzs entry in oscilloscope market from China • Lecroy’s focus on medium/low end market Changing Capabilities Customers Competences, Suppliers, Partners & Networks Consumers, Channels, Influencers • Pressure to reduce upfront investment • Cloud computing and “On Demand” pricing models • Data analysis and interpretation • Mobile computing
Impact and uncertainty analysisHigh impact and high uncertain trends will be the differentiators tomorrow Software # Trend Name Scope High Change is clear hence all players 1 Competition from low cost No will be prepared to face the 2 6 competitors challenges 2 Cloud computing; “On Yes Tomorrow’s differentiators: Demand” pricing models; Under prepared players loose Pressure to reduce upfront 3 the market share and prepared investment players surge ahead in market Impact 3 Mobile computing; Yes Oscilloscopic apps on smart phones and tablets 4 Rohde & Schwarzs entry in No Not Critical oscilloscope market 5 Lecroy’s focus on mod/low end No market 6 Data analysis and data Yes Low interpretation Low Uncertainty in industry adoption High • The trends 1,4 and 5, which are not in scope of software solution, have been omitted; however these shall be considered in the product plan of Oscilloscope as a whole • Higher uncertainty in industry’s adoption is an opportunity for growth. While other players are “thinking” about the opportunity, Tektronix can develop and market the solutions.
Adjacency analysis: product/technology and marketEntry to the adjacent space offers immediate opportunity, where as entry to new space offersmedium to long term opportunity • Remote monitoring & • On demand pricing diagnostics: onsite New Product or technology • Real time monitoring & • Medical diagnostics (EKG) Adjacent diagnostics: Laboratory • Asset management • Premium oscilloscope • Measurement solutions Core • Testing solutions Current, proven Adjacent New Market, business model, or channel
Business ideas:Opportunities that delivers future growth are considered for detailed analysis Sl # Business Idea Source Description A Data analytics Trend analysis Statistical analysis of the data captured using oscilloscope a) Online: limited analysis, while the scope is connected to the system under test b) Offline: Complex analysis with stored data captured with the scope B “On Demand” pricing Trend analysis Sell hardware, enable advanced features based on the subscription C Real time monitoring Adjacency Capture waveform data for all the connected channels & diagnostics: analysis based on configurable events. For example capture all Laboratory analog signals when any of the signals raise above 125% of the configured value D Remote monitoring Adjacency Same as in (C) but at site conditions. & diagnostics: analysis An oscilloscope with possible cloud connectivity minus onsite local display panels will be sold for this solutions E Asset management Adjacency Monitoring of high cost, long life, mission critical analysis equipments F Medical diagnostics Adjacency EKG machine analysis
Opportunity analysis:Implement the ideas that delivers best benefits with less risk and cost Sl # Business Idea Value preposition Customer base Risks & challenges A Data analytics Detection of the trends and Existing •Statistical data analytics variance, which usually human features in the software eyes miss B “On Demand” Low upfront investment Existing •Internet based licensing pricing model C Real time monitoring Enables the resolution of hard to Existing •Event detection feature & diagnostics: detect events, resulting optimal •Waveform capture Laboratory product design. feature (existing feature) D Remote monitoring Enables the resolution of hard to Manufacturers of • Same as in (C) plus & diagnostics: onsite detect events, resulting optimal Power electronics •Data transfer over product design. products internet, 3G/4G, VPN • Switched power supply • Drives & controls • Locomotives E Asset management Tektronix cannot provide Service organizations •Same as in (D) significant differentiation over that support industrial •Different market segment existing products in the market equipments F Medical diagnostics Healthcare customer Totally new market for the (EKG) base company
Business ideas: next actionsImplement the ideas with lesser risk and do market research beforeimplementing the ideas with greater risks Sl # Business Idea Actions A Data analytics • List the relevant statistical features in the product line and work with customer groups to identify the most important features • Develop and test market the product B “On Demand” pricing • Market research to identify the need in the market • Develop the product if there is need in the market C Real time monitoring & • Implement event configuration and detection feature in existing platforms diagnostics: Laboratory • Develop and test market the product D Remote monitoring To be done once (C) is done. & diagnostics: onsite • Market research to identify the need in the market • Develop cloud connectivity for data transfer • Test market the product E Asset management Internal discussion to take a decision on entering new market spaces F Medical diagnostics (EKG)