my students use ideas from my class on business models to develop a business models for a 360 degree user interface. By displaying information in a 360 degree format and thus surrounding a person with 360 degrees of information, users can interact with computers in a new and different manner. For example, users will feel like they are inside a human body when they view the inside of a human body on all sides of them. the slides describe the value propositions for a variety of customer segments along with the method of value capture and strategic control.

1. Trans360__
MT4002 Group Presentation by:
Muhammad Ahad
Liu Qiwei
Muhammad Ali Manzoor
Aaron Sim

2. Technology Description
• Ceiling mounted 360 degree projecting
system that can project any image on 4
walls of a room
• Motion Sensing Device such as Microsoft
Kinect that recognizes gestures performed
by the user and sends information to the
computing system
• Computer (Desktop, Laptop, Xbox) modifies
the 360degree projected image

3. Product Features
1. 360 Degree Projection
2. Gesture Recognition
3. Cloud Computing

4. Kinect for XBOX 360
Video Source : http://www.youtube.com/watch?v=8BRz29pWyKc

5. Kinect for XBOX 360
• What started of as peripheral device for
Xbox completely redefined what a
gaming console could do
• Trans 360 makes use of Microsoft Kinect
and revolutionizes the way Educators use
technology in their Teaching

6. Trans360 for Universities

7. Value Proposition for Universities
• Teaching has evolved from a lecture
based fact-focused to problem solving
based critical thinking process
• Trans360 makes learning more immersive,
easy and intuitive

8. More Immersive
• Immersive educational environment will
increase their interest in attending class
• Example : Biology students learning about
Blood Circulatory system could
experience what it is like being inside an
artery

9. More Immersive (cont’d)
Video Source : http://www.youtube.com/watch?v=4watW23JmVo

10. Easier and intuitive learning (cont’d)
• Trans360 will provide opportunity for student to interact
with DNA model
• Lecturer and students perform simulations in real time
• This would help students in understanding the complex
structure in more detail

11. Integration with traditional learning
• We still find use of charts and word processors
in our technology thus it integrates well with
traditional learning methods
• Lecturer can apply current technological
knowledge and use our Technology without
any further training

12. Limitations for Universities
• The benefits would vary greatly based on
the discipline being taught.
• Disciplines with more practical aspects
would benefit the most
o Medicine, Architecture and Sciences would benefit
the most
o Benefits in Philosophy and Literature would be limited

13. Trans360 for Schools

14. Active Learning
• Basic Principle: Increasing engagement of
students in their learning activity leads to
enhanced student productivity
• Active learning stands in contrast to "standard"
modes of instruction in which teachers do most
of the talking and students are passive.
• This includes learning through “physical
activities”

15. Teaching Mathematics Through Games
Snapshot Source : http://www.microsoft.com/education/en-us/products/Pages/kinect.aspx

16. Trans360 for Schools
• Immersive Educational video games
played using Trans 360 will :
o Enhance the process of Active Learning
o Improve Student participation in the class
and thus lead to improved student
productivity

17. Autism
• A disorder of neural development
characterized by impaired social
interaction and communication, and by
restricted and repetitive behaviour
• Children affected by Autism have
difficulty in recognizing emotions,
coordinating body movements and
interacting with others

18. Value Proposition for Autism-
spectrum disorders
• Trans360 will take these children into a
virtual world
• They can Interact with their peers through
their Avatar
• Help them to improve their muscle
coordination through playing different
games

19. Value Proposition for Autism-
spectrum disorders
•
Video Source : http://www.youtube.com/watch?v=uuP6d42hK8k

20. How does Trans360 Improve on
existing Technology
• Makes the Virtual world
more realistic
• It makes Avatar feel
more alive
• Students feel more
connected

21. Who else will be interested in the
technology?
• Hotels, conference hall, and event organisers.
• Businessmen doing a long, detail presentation,
and involving new product plan
demonstration
• Especially good for civil engineers, architects,
garden and interior designers and estate
agent to convey their audience.

22. Value proposition on hotel
• Hotel is able to offer
an exclusive and
luxury conference
environment.
• Lower cost than
having installed
multiple screens on
the walls, but with
higher presentation
quality.

23. Value proposition on business
• Better control in a detail business plan presentation,
which usually last over 30min.
• Gesture controls to allow demonstrate 3D model
prototype demonstration without actually building it.
• In field of architecture and related field, you can
bring audience navigate through the estate to be
built.
• Especially good for visualising audience the vision
and expectation of the business.

24. E.g. In an estate project presentation

25. Value Capture
• Primary market segments – Universities,
schools and Businesses.
• Also focus on higher secondary institutes
(JCs, Polys), labs, research facilities, hotels
as secondary segments.
• Individual users would not be the focus.

26. Value Capture (cont’d)
• Clients pay the full cost of the
hardware (S$3000 -5000).
• Installation will be complementary for
each unit purchased.

27. Value Capture (cont’d)
• Clients encouraged to purchase a non-
compulsory monthly subscription plan
o Plan would include online cloud storage, live 24/7
support, repairs and maintenance.
o Plan would be for a single and specific projector
unit, identified by its unique code.
o Plan will not be transferable and may not be used
for multiple projectors.

28. Value Capture (cont’d)
• Plan will be offered in three packages:
o Floss: 1000 GB storage with all services at
S$100/month
o Butterscotch: 2500 GB storage with all services at
S$140/month
o Maple Syrup: 4000 GB storage with all services at
S$170/month

29. Client Cost Absorbency
• Universities could absorb the costs by
charging students and lecturers.
• Hotels and businesses would purchase
low volumes. They could recover part of
their costs by charging conference
organizers per usage.

30. Client Cost Absorbency (cont’d)
• NUS purchases 30 units with 30 Butterscotch
plans
o Total costs (S$4000 average unit price) would be
S$120000 plus additional plan cost S$4200/month or
S$50400/year
o There are 33000 students in NUS and around 10000 staff
members. Per head costs for 1 year:
• Hardware: < S$3
• Subscription Plan: < S$1.5
• Total: < S$4.5

31. Cash Flow for
Educational Institutes

32. Lecturers/ Cloud service
Teachers Maintenance service
Additional charge
for facilities
Monthly subscription
More effective
teaching tool
Installation of
360 projector
Educational
Microsoft
Better learning Institute One-time payment
experience
Additional charge
Students for facilities Hardware and Share
maintenance service revenue
Communication
Hardware
Potential Exposure and
reputation supplier
Students

33. Cash Flow for
Businesses

34. Maintenance
service
Monthly subscription
Rental of room with
360 projector Installation of
Business plan
Hotel or 360 projector
pitcher, real Microsoft
conference
estate agent. Facility One-time payment
organization
charge
Higher
Investment More effective Hardware and Share
interest business pitching maintenance service revenue
Business
partner, Hardware
customers supplier
and investors

35. Scope of Activities

36. Scope of activities: Software
• Develop in-house
• Have expertise
• Stronger control
• Easy to protect IP

37. Scope of activities: Hardware
In-house Out-source
Take advantage of manufacturing
Similar technology with Xbox Kinect
expertise of other firms
Lower costs
No need to share revenue
• Decision to out-source
o Microsoft does not have the facilities to manufacture
hardware
o Can use the same supplier that manufactures Xbox

38. Strategic Control

39. Strategic control
• Standards
o Make use of existing standards
o Faster adoption
• Switching costs
o High cost of installation
o Disincentive for switching

40. Strategic control (cont’d)
• Complementary products
o Maintenance service
o Cloud service
• Patent
o Prevent copying from competitors
o Software protection stronger

41. Strategic control (cont’d)
• Vertical disintegration
o Mechanical technologies are difficult to protect
o Other firms may offer cheaper projectors and motion
sensors
o Protect profitability through:
• More focus on software protection
(stronger appropriability)
• Maintenance service

42. Survey Findings
• Target: University (NUS) Students
• Preliminary assessment of the NUS
market potential
• 74 respondents

43. Survey Findings (cont’d)
1. Trans360 has many features, some of which
are listed below. On a scale of 1 (not at all
important) to 5 (very important), how would you
rate the importance of these features in your
decision to adopt Trans360?

44. Survey Findings (cont’d)

45. Survey Findings (cont’d)
2. Are there any other features that you
would like to see in Trans360?
• nil
• ability to play games on it :D
• These all look great!
• An ability to be user friendly.
• Easy integration with surround sound (for movies)
• Sound/built in speaker
• Remote access from Mac?
• minimum technical difficulty, easy to use/learn etc
• Option to choose from projection on 2 walls, 3 walls or 4 walls
• MACbook compatibility
• Real time voting of questions for quality control
• Accompanying surround sound system

46. Survey Findings (cont’d)
3. If Trans360 is made available on your
campus, how often are you likely to use
this service?

47. Survey Findings (cont’d)

48. Survey Findings (cont’d)
4. What would you primarily use Trans360
for (be honest)?

49. Survey Findings (cont’d)

50. Survey Findings (cont’d)
5. If Trans360 projectors were installed at
your university and you were asked to
contribute a very small amount in order to
benefit from the service, how much would
you be willing to contribute per month?
Remember that your contribution will help
pay for a small fraction of the actual costs.

51. Survey Findings (cont’d)

52. Q&A