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MT4002
Business Model for Eye-Tracking
  Technology from Eye-Com

              Aakaash Singh
              Chan Ying Tung
              Muhammad Nur Hakim B Jufri
              Tan Kai Qi
              Wang Jue
Outline
•   Introduction
    – Eye-tracking
    – Changes In Its Industry
    – The EC7T™ System
•   Customer Selection, Value Proposition And Value Capture
    – Fatigue Detection
    – Assistive Technology
    – Medical and Research Tool
    – Gaming Industry
•   Recommendation
    – Needs And Specification
    – Value Capture
    – Scope of Activities
    – Strategic Control
    – Value Network
Introduction

What is eye tracking?
Detects eye movement by identifying the pupil
region and tracking its motion to determine
precisely where the user is looking.
Changes in the Eye-tracking Industry



                              Increased          Generated great
Initial experiments
                         sophistication and       interests in the
with infrared sensor
                         accessibility of eye   commercial sector;
    to track eye
                       tracking technologies    many applications
movement in 1999
                           in recent years         are explored
Prominent Areas of Research


    Advertising/ Packaging


   Assistive Communication


      Automotive Design
Eye-Com: The EC7T™ System
• Uses microcameras and eye tracking software to
  monitor
  – Eyelid and pupil activity
  – Head movement


• Wearable and integrated frame
The EC7T™ System Applications

•   Fatigue Detection
•   Assistive Technology
•   Gaming Industry
•   Medical and Research Tool
•   Many more…
Fatigue Detection
Driver Fatigue
• Two out of every five drivers self-reported falling asleep while
  driving in the past 12 months. (NHTSA)

• Estimate that 56,000 sleep related road crashes annually in the
  USA, resulting in 40,000 injuries and 1,550 fatalities

• 30% - 40% of heavy trucks accidents are caused by driver
  sleepiness.

• In 2002 alone the Total Cost of Fatigue-Related Crashes
  exceeded $2.3 billion
How does it work?
•   Monitor driver’s pupil size and
    blink patterns.
•   As driver becomes sleepy, blink
    patterns change
•   Alarm is triggered

    http://www.youtube.com/watch?
    v=zovmcCR_fI8&feature=player_e
    mbedded# (0:29 to 1:19)
Customer Selection

Car/truck
 drivers


Individual
  driver
               Air traffic
              controllers
Other shift
 workers      Emergency
                medical
              responders

               Security
              personnel
Value Proposition
• Prevent hazardous working conditions from :
   – Sleep deprivation
   – Long shift hours


• Ensure safety for:
   – Companies and organizations whose business involve
     long working hours
   – Individual drivers who want a safe trip
Strategy Canvas
        Eye-Com                               Competitors


                           Lexus LS-series:             Mercedes-Benz :
   EC7T™ System           Driver Monitoring             Attention Assist
                               System                    System (AAS)
• Wearable eye frame      • Accuracy is affected by   • Monitor drivers’
                            different head position     steering behavior
• Highly accurate
                          • Integrated & built-in     • Integrated & built-in
• Modular                   system                      system
Strategy Canvas

                                                          EC7T™ System




                                                          Lexus : Driver
                                                          Monitoring
                                                          System



Sensitivity and   Modularity   Level of comfort   Price   Mercedes-Benz :
  Accuracy                                                Attention Assist
                                                          System (AAS)
Value Capture
• Business-to-Business contract with related
  companies for products and servicing
  – Trucking companies
  – Airports (Air-traffic control)
  – Others
• Business-to-Customer
Assistive Technology
Introduction
• 1.9% of the U.S. population;5,596,000
  people, reported some form of paralysis
• In many cases, the eyes remain unaffected
  by paralysis. (WAIMR).
Customer Selection
• Those who suffer from paralysis have difficulties:
   – Controlling the computer
   – Speaking


• They must also have the wants to overcome
  communication challenges.
Value Proposition
Enables the physically challenged to:
• Use computer with greater sensitivity & accuracy

• Overcome communication challenge

• Improve their quality of life
Strategy Canvas
• Computer control – hands-free
• Competitors: Accupoint and Eye-Max


            VS              VS



Accupoint         Eye-Com          Eye-Max
Strategy Canvas

Key Dimensions of performance:
• Brand
  – Strong brand demonstrates benefits of reliability
• Sensitivity and accuracy
• Level of comfort / Ease of use
  – Important to assess the users' physical and
    psychological comfort with a device (Scherer, 2002)
Strategy Canvas
                       Eye Com          Dynavox (Eye Max)         Accupoint




    Brand           New company               20 years              15 years


  Sensitivity       Eye movement           Eye movement        Head movement


                   Close proximity of   Must position < 43cm   Unit is attached to
   Accuracy         device and pupil            away              the forehead

                                                               Unit attach to the
Level of comfort   Wearable glasses       No unit attached
                                                                   forehead
Strategy Canvas
Value Capture
Eye-Com’s revenue :




   Hospitals and        Medical      Rehabilitation
      clinics          equipment    institutions for
                        retailers     the disabled
Medical And Research Tools
How does it work?

                        1. Changes In Pupil Position
                        2. Pupil Diameter
                        3. Eyelid Closure


Synchronizing with other devices can provide more
          comprehensive research data

                         1. EEG – brain waves
            Biometric    2. ECG – electrical activity of the heart
             devices     3. Pulse Oximeter – oxygen saturation
                            in blood
How does it work?




ECG              EEG
Customer Selection
1. Hospitals
“ Coronary heart disease is top killer in high income
  countries and Alzheimer and other related diseases
  is ranked 7th. Together, they make up 1.5 million
  deaths in 2002. ”
                                -World Health Organisation

2. Research Centers & Pharmaceutical
  Companies
Innovative Gaming
How does it work?




          Consoles and controllers


Eye-Com

                                     More interactive


           Computer and devices
How does it work?
Customer Selection

                                First
Unarticulated    Casual
                                time
                 Gamers
                               Gamers
Customer
 Needs

                Hardcore       Women
 Articulated
                 Gamers        Gamers


                Served        Unserved
                   Customer Types
Recommendations
Eye-Com’s Current Strategy


“The EC7T is still under development at this time. Our
  first commercial product for the assistive technology
  market should be released at the beginning of next
  year. At this time, we have not set a price point yet.”
                                               -Eye-Com
Our Recommendations


     Focus on Fatigue Detection
 Less competitive           First mover
      market                 advantage



   Introduce Assistive Technology
 After accumulating sufficient capitals and
personnel for sales, marketing and servicing
Customer Needs and Relative Importance
                                                                       Importance
S.No                               Needs
                                                                         (1-5)
 1     The system has to be accurate and reliable                          5
 2     The system should be light-weight                                   5
 3     The system should be easy to use                                    5
 4     The system should be sensitive to movement                          5
 5     The system should look fashionable                                  3
 6     The system should be sturdy                                         4
 7     The system should be reasonably comfortable                         5
 8     The system should be easily cleanable                               3
 9     The system should be able to connect to a PC easily                 5

 10    The system should be versatile and compatible with other head       4
       mounted devices
 11    The system should be safe and non-hazardous to the eye              5
Metrics and Needs
S.no   Needs                  Metric                 Unit
  1     2,7,5                 Weight                grams
  2      1,4          Micro-camera Resolution    frames/second
  3      1,6          Mean time before failure       days
  4    1,3,7,11           Viewing Angle             degrees
  5      2,6             Bending Strength            KPa
  6       5               Visually Appeal            subj
  7      10                Connectivity              subj
  8      11               Light Intensity           candela
Value Capture

        $$

  •EC7T™ System Sales

 •Service, Maintenance
       &Training
Scope of Activities


              Software
              (Software
              codes,




                                                      Disintegration
              algorithms           Manufacturing of
Integration




              development)         Components
  Vertical




                                                         Vertical
                                   (Micro-cameras,
                                   LEDs, sensors )
              Sales and
              Marketing


              Assembly of
              Components
Strategic Control




          Control Key   Complimentary
Patents                                 Customers
           Resources       Assets
Strategic Control
Patents
• Hardware
• Software
    ─ Shield their source code from competitors
•   Integrated technology
Strategic Control
Control Key Resource
• Focus on research
• Making key materials needed for the production
  scarce
  – Negotiate with suppliers to be the exclusive users of the
    materials
Strategic Control
Complementary Assets
• Sales and Servicing
  – Assistive technology
     • Highly trained sales force
     • Speak to doctors to become Eye-Com’s opinion
       leaders
  – Fatigue detection
     • Training sessions for trucking companies
     • Software upgrade
Strategic Control
Customer Feedback Loop
• Collect and analyse user data to better meet
  customer needs through system improvement
  – Aesthetic appeal of the eye frame
  – Preference for user interface (assistive technology)

• Customer satisfaction will retain customers and
  build up bigger customer base
Value Network



Research                        Fatigue
 Tools                         Detection




               Eye-Com




Gaming                     Assistive Technology
Suggestions for the Future




   Lie      Military   Operation    Many
detectors    Usage     of mobile   more…..
                        phones
THANK YOU
   Q&A

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Biz model for eye tracking tech

  • 1. MT4002 Business Model for Eye-Tracking Technology from Eye-Com Aakaash Singh Chan Ying Tung Muhammad Nur Hakim B Jufri Tan Kai Qi Wang Jue
  • 2. Outline • Introduction – Eye-tracking – Changes In Its Industry – The EC7T™ System • Customer Selection, Value Proposition And Value Capture – Fatigue Detection – Assistive Technology – Medical and Research Tool – Gaming Industry • Recommendation – Needs And Specification – Value Capture – Scope of Activities – Strategic Control – Value Network
  • 3. Introduction What is eye tracking? Detects eye movement by identifying the pupil region and tracking its motion to determine precisely where the user is looking.
  • 4. Changes in the Eye-tracking Industry Increased Generated great Initial experiments sophistication and interests in the with infrared sensor accessibility of eye commercial sector; to track eye tracking technologies many applications movement in 1999 in recent years are explored
  • 5. Prominent Areas of Research Advertising/ Packaging Assistive Communication Automotive Design
  • 6. Eye-Com: The EC7T™ System • Uses microcameras and eye tracking software to monitor – Eyelid and pupil activity – Head movement • Wearable and integrated frame
  • 7. The EC7T™ System Applications • Fatigue Detection • Assistive Technology • Gaming Industry • Medical and Research Tool • Many more…
  • 9. Driver Fatigue • Two out of every five drivers self-reported falling asleep while driving in the past 12 months. (NHTSA) • Estimate that 56,000 sleep related road crashes annually in the USA, resulting in 40,000 injuries and 1,550 fatalities • 30% - 40% of heavy trucks accidents are caused by driver sleepiness. • In 2002 alone the Total Cost of Fatigue-Related Crashes exceeded $2.3 billion
  • 10. How does it work? • Monitor driver’s pupil size and blink patterns. • As driver becomes sleepy, blink patterns change • Alarm is triggered http://www.youtube.com/watch? v=zovmcCR_fI8&feature=player_e mbedded# (0:29 to 1:19)
  • 11. Customer Selection Car/truck drivers Individual driver Air traffic controllers Other shift workers Emergency medical responders Security personnel
  • 12. Value Proposition • Prevent hazardous working conditions from : – Sleep deprivation – Long shift hours • Ensure safety for: – Companies and organizations whose business involve long working hours – Individual drivers who want a safe trip
  • 13. Strategy Canvas Eye-Com Competitors Lexus LS-series: Mercedes-Benz : EC7T™ System Driver Monitoring Attention Assist System System (AAS) • Wearable eye frame • Accuracy is affected by • Monitor drivers’ different head position steering behavior • Highly accurate • Integrated & built-in • Integrated & built-in • Modular system system
  • 14. Strategy Canvas EC7T™ System Lexus : Driver Monitoring System Sensitivity and Modularity Level of comfort Price Mercedes-Benz : Accuracy Attention Assist System (AAS)
  • 15. Value Capture • Business-to-Business contract with related companies for products and servicing – Trucking companies – Airports (Air-traffic control) – Others • Business-to-Customer
  • 17. Introduction • 1.9% of the U.S. population;5,596,000 people, reported some form of paralysis • In many cases, the eyes remain unaffected by paralysis. (WAIMR).
  • 18. Customer Selection • Those who suffer from paralysis have difficulties: – Controlling the computer – Speaking • They must also have the wants to overcome communication challenges.
  • 19. Value Proposition Enables the physically challenged to: • Use computer with greater sensitivity & accuracy • Overcome communication challenge • Improve their quality of life
  • 20. Strategy Canvas • Computer control – hands-free • Competitors: Accupoint and Eye-Max VS VS Accupoint Eye-Com Eye-Max
  • 21. Strategy Canvas Key Dimensions of performance: • Brand – Strong brand demonstrates benefits of reliability • Sensitivity and accuracy • Level of comfort / Ease of use – Important to assess the users' physical and psychological comfort with a device (Scherer, 2002)
  • 22. Strategy Canvas Eye Com Dynavox (Eye Max) Accupoint Brand New company 20 years 15 years Sensitivity Eye movement Eye movement Head movement Close proximity of Must position < 43cm Unit is attached to Accuracy device and pupil away the forehead Unit attach to the Level of comfort Wearable glasses No unit attached forehead
  • 24. Value Capture Eye-Com’s revenue : Hospitals and Medical Rehabilitation clinics equipment institutions for retailers the disabled
  • 26. How does it work? 1. Changes In Pupil Position 2. Pupil Diameter 3. Eyelid Closure Synchronizing with other devices can provide more comprehensive research data 1. EEG – brain waves Biometric 2. ECG – electrical activity of the heart devices 3. Pulse Oximeter – oxygen saturation in blood
  • 27. How does it work? ECG EEG
  • 28. Customer Selection 1. Hospitals “ Coronary heart disease is top killer in high income countries and Alzheimer and other related diseases is ranked 7th. Together, they make up 1.5 million deaths in 2002. ” -World Health Organisation 2. Research Centers & Pharmaceutical Companies
  • 30. How does it work? Consoles and controllers Eye-Com More interactive Computer and devices
  • 31. How does it work?
  • 32. Customer Selection First Unarticulated Casual time Gamers Gamers Customer Needs Hardcore Women Articulated Gamers Gamers Served Unserved Customer Types
  • 34. Eye-Com’s Current Strategy “The EC7T is still under development at this time. Our first commercial product for the assistive technology market should be released at the beginning of next year. At this time, we have not set a price point yet.” -Eye-Com
  • 35. Our Recommendations Focus on Fatigue Detection Less competitive First mover market advantage Introduce Assistive Technology After accumulating sufficient capitals and personnel for sales, marketing and servicing
  • 36. Customer Needs and Relative Importance Importance S.No Needs (1-5) 1 The system has to be accurate and reliable 5 2 The system should be light-weight 5 3 The system should be easy to use 5 4 The system should be sensitive to movement 5 5 The system should look fashionable 3 6 The system should be sturdy 4 7 The system should be reasonably comfortable 5 8 The system should be easily cleanable 3 9 The system should be able to connect to a PC easily 5 10 The system should be versatile and compatible with other head 4 mounted devices 11 The system should be safe and non-hazardous to the eye 5
  • 37. Metrics and Needs S.no Needs Metric Unit 1 2,7,5 Weight grams 2 1,4 Micro-camera Resolution frames/second 3 1,6 Mean time before failure days 4 1,3,7,11 Viewing Angle degrees 5 2,6 Bending Strength KPa 6 5 Visually Appeal subj 7 10 Connectivity subj 8 11 Light Intensity candela
  • 38. Value Capture $$ •EC7T™ System Sales •Service, Maintenance &Training
  • 39. Scope of Activities Software (Software codes, Disintegration algorithms Manufacturing of Integration development) Components Vertical Vertical (Micro-cameras, LEDs, sensors ) Sales and Marketing Assembly of Components
  • 40. Strategic Control Control Key Complimentary Patents Customers Resources Assets
  • 41. Strategic Control Patents • Hardware • Software ─ Shield their source code from competitors • Integrated technology
  • 42. Strategic Control Control Key Resource • Focus on research • Making key materials needed for the production scarce – Negotiate with suppliers to be the exclusive users of the materials
  • 43. Strategic Control Complementary Assets • Sales and Servicing – Assistive technology • Highly trained sales force • Speak to doctors to become Eye-Com’s opinion leaders – Fatigue detection • Training sessions for trucking companies • Software upgrade
  • 44. Strategic Control Customer Feedback Loop • Collect and analyse user data to better meet customer needs through system improvement – Aesthetic appeal of the eye frame – Preference for user interface (assistive technology) • Customer satisfaction will retain customers and build up bigger customer base
  • 45. Value Network Research Fatigue Tools Detection Eye-Com Gaming Assistive Technology
  • 46. Suggestions for the Future Lie Military Operation Many detectors Usage of mobile more….. phones
  • 47. THANK YOU Q&A