Muv interactive bird presentation

INTRODUCTION TO NEW TECHNOLOGIES
MUV INTERACTIVE CASE STUDY
BIRD
Brandon Sellam
ESLSCA BUSINESS SCHOOL
BBA
10, December, 2015
1

Presentation of MUV Interactive, an israeli startup
Highlights of Bird – the innovative solution of MUV Interactive
4 segments of users
What is the difference between incremental & disruptive innovation?
Bird, a disruptive innovation?
Does MUV Interactive startup create a « Blue Ocean Strategy » ?
What is the market potential for this wearable innovative device?
Introduction
2
Content
What are the risks that MUV Interactive has to mitigate?
Conclusion

4 segments of users
Introduction
3
Conclusion

Introduction
5 reasons which motivate me to choose this company:
 It is the story of a startup which focuses on digital
& IoT
 Innovative, interactive & easy-to-use solution
 Bird is a wearable technology– it deals with the
Internet of things which is and going to be a strong
market in the future
 Bird is an innovative device which addresses many
targets: education, personal life, corporations,
professionals
 Bird is a solution which enables to share ideas,
knowledge, games between friends, colleagues,
students, family members or companies and so
forth 4

4 segments of users
Introduction
5
Conclusion

 MUV Interactive : israeli startup based in Herzlya (Tel-
Aviv Region) created in 2011
 Team composed by 9 technology experts
 MUV Interactive raised 4.5 M$ in order to develop its
innovative solution called « Bird »
 Turnover expected in 2015: nearly $ 1.7 M (calculations
based on 10,000 pre-orders, price per unit: $165 – Today,
price per unit : $249
 Core business: conception of a finger-attached device
that makes every space interactive
 Innovative, intuitive & simple solution which enables to
change the way we control the digital content
6

4 segments of users
Introduction
7
Conclusion

Highlights of Bird
The innovative solution of MUV Interactive
 Bird : wearable technology device that makes any space & content
interactive
 Wearable technology refers to clothing and personnal accessory that
incorporates advanced computers and electronic technology. The product
that contains wearable technology are called « wearables. »
 Bird offers the opportunity to share the same content simultaneously and
increases the collaboration between teams in companies
 Connected object which could be used in different sectors : education, arts,
sports, architecture, design, industry, services and so forth
 Possibility to connect Bird technology with different devices : smartphone ,
PC or Tablet
 Price : first 10,000 pre-orders : $184 with delivery
 Estimation of price: $249
8

4 segments of users
Introduction
9
Conclusion

Categories of users (1/2)
 Professionals
 Corporate
 Education
 Personal
 Professionals: designers,
doctors, architects…
 Corporate: companies share
ideas, knowledge between
teams, individuals
 Education: schools, universities,
training centers...
 Personal use
https://www.muvinteractive.com/professionals
10

11
Category of users (2/2)
 Personal use : at home, Bird is an entertainment for the kids and for the family
to share an interactive & funny experience

4 segments of users
Introduction
12
Conclusion

13
What is the difference between incremental VS disruptive innovation ?
 Disruptive Innovation: describes a process whereby a smaller company with fewer resources is able to
successfully challenge established incumbent businesses.
 Disruptive innovation is also considered as breakthrough innovation. Two examples of disruptive
innovation:
o Mobile phone vs landline phone
o Credit card vs cash money/cheque
o Internet vs Minitel
o E-mail vs Fax
 Incremental Innovation: Improvements within a given frame of solutions “doing better what we already
do,” Incremental product innovation refers to the small changes in a product that helps improve its
performance, lower its costs, and enhance its desirability or simply to announce a new model release.
o Iphone 6s vs Iphone 6
o Mineral water vs aromatic water

4 segments of users
Introduction
14
Conclusion

15
Muv Interactive has some competitors such as Node Ring & the Myo Gesture Control Amband which
propose alternative solutions of Bird technology
Bird is an innovative & disruptive technology comparatively with the competitors in the market. The
specific features of Bird solution are as follows :
o Customers targets are diverse
o Focus on a niche and fruitful market
o Possibility to use different devices (Tablet, TV, mobile phone, laptop)
o Bird is a product of the IoT family of technologies
o Different usages : improvement in the educational approach (ludic approach) and in the
businesses which enables a best sharing of knowledge and ideas across the company
o It is a sophisticated product with strong differentiation and a creaming pricing strategy (« la
crème de la crème ») : proposition of a high price to target a wealthy clientele

4 segments of users
Introduction
16
Conclusion

17
o Differentiation strategy of MUV Interactive (create a unique solution in the market)
and costs domination (optimisation of the costs of technology)
o Creation of a new market in which there is no real competitors (several customers
targeted : professionals, companies, educational institutions…)

4 segments of users
Introduction
18
Conclusion

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o Market potential of wearable technologies is huge :
o € 36 billion in 2016 (source : European Commission)
o Gartner consulting company expects an increase of 5% of sales from the
top 1000 global companies thanks to the consumer data collected from
werables devices
o Wearable technologies could be used in different industries: entertainment,
healthcare, sports & fitness, security/safety…
o Juniper research forecast that the retail revenue from smart wearable
devices, including smart watches(as the for exemple the AppleWatch) and
glasses(eg: Google glass,) will reach €16.3 billion by 2018 compared to €1.2
billion in 2013.

4 segments of users
Introduction
20
Conclusion

21
 Technological bugs of the Bird solution
 Financial risks concerning the development of MUV interactive company
 Limits in terms of diversification / diverse applications (Government applications ?)
 Similar or alternative innovations of Bird developed by competitors : Blue Ocean shifted into
Red Ocean
 Potential difficulties in terms of incremental improvements of Bird
 Potential difficulties in terms of adoption of the Bird technology in the market

4 segments of users
Conclusion
Introduction
22

23
Conclusion
Some lessons learnt about this case:
 Bird is a disruptive innovation which could revolutionize our way of thinking and sharing knowledge & idea
 Potential increase of innovation mindset and creativity among students or members of a company
 Bird proposes an added-value as a wearable technology in comparison with the existing solutions in the
market
 Creaming pricing strategy : focus on a niche segment of customers / wealthy clientele
 A startup such as MUV Interactive has to raise money in order to develop R&D and marketing activities of
their product/service commercialized
 Bird is a wearable technology which constitutes nowadays a tendency developed in the Internet of Things
(IoT) and the digital environment

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