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Business Model for
High-Tech Products
ASSOC PROF Funk, Jeffrey Lee

     Ushashree Divakar
         Li Yinbei
       Zhou Kaijing
     Chang Chiew Yuen
      Wang QianQian
       Oh Chin Lock
Robotic Telepresence
   Anybots, Inc.
Video Introduction of Anybots




 Source:
 http://www.youtube.com/watch?v=OnxAXXHaAM8
Outline

• Telepresence & Robotic Telepresence
• Motivation of Telepresence & Markets
• Customer needs & segments
• Robotic Telepresence and Anybots QB
• Value proposition
• Value capture
• Scope of activities
• Strategic Control
• Summary
Telepresence today


                                                  Suppliers
                                                  • Polycom
                                                  • Cisco
                                                  • Huawei
                                                  • HP


                                                  Features
                                                  • High resolution
                                                  • High fidelity
                                                  • Immersive
                                                  • High investment

(Source: Mombasa and Coast Tourist Association)
Robotic Telepresence


                                  Telepresence


                                     Mobility


                               Robotic Telepresence
 Source: www.avatarmovie.com
Motivation for Robotic Telepresence

Globalization + Internet boom

  • Cross functional projects
  • Increasing companies setting up their manufacturing
    and R&D facilities overseas
  • Increasing need for collaboration and communication
    across geographical regions
  • Increasing internet connectivity
Telepresence Market




                                                                      Source: ABI Research



Results from the latest market study by         For the full year 2011, total enterprise
International Data Corporation (IDC) showed a   videoconferencing market revenue reached
strong fourth quarter of 2011 (4Q11), with      $2.7 billion – that's an increase of 20.5 percent
videoconferencing revenue growing 19.0          over the full year 2010.
percent quarter over quarter and 24.6 percent
year over year to reach $807.9 million.
Bloomberg Businessweek's Drake Bennet thinks there is a better, and cheaper,
alternative to business travel: Telepresence robots.

The worldwide market for telepresence robotics is expected to grow from $556.1
million in 2010 to $13.1 billion in 2016. Robots that can be controlled from any
location could be responsible for everything from office security and surveillance to
holding remote meetings and virtual collaboration.


                            Methods to achieve “Being there”

                                                               Robotic
             Email,    Telephone   Web          Video          Tele-          Being
             SMS                   Conference   Conference,                   Physically
                                                Telepresence   presence       there!



     Least Effective                                                  Most Effective
Customer Selection


               is there a market ???
              whom to serve and not
                     serve ???
Customer Segments

                      Global
                   organization
       Event,                     Hospital /
     conference                    Medical           •   Provide interface to doctors,
     & museum                      centers
                                                         specialist to communicate with
                                                         patients remotely.

                                                     •   Tele-operation.
Disaster            Anybots
                                         Education
recovery              QB




     Exploration                  Home care

                     Military,
                      Police,
                     Security
Customer Segments

                      Global
                   organization
       Event,                     Hospital /
     conference                    Medical
     & museum                      centers




Disaster            Anybots
                                         Education
recovery              QB


                                                     •   Allow education institutes to
                                                         engage the best experts and
                                                         educators around the world to
     Exploration                  Home care
                                                         provide teaching.
                     Military,
                      Police,
                     Security
                                                     •   Mobility will enhance classroom
                                                         interaction to stimulate studies.
Customer Segments

                      Global
                   organization
       Event,                     Hospital /
     conference                    Medical           •   Companion for elderly living alone
     & museum                      centers
                                                         at home

                                                     •   Possibility with situation-specific
                                                         intelligent – reminding (e.g. taking
Disaster            Anybots                              medication or drinking)
                                         Education
recovery              QB
                                                     •   Alert message when emergency
                                                         detected


     Exploration                  Home care

                     Military,
                      Police,
                     Security
Customer Segments

                      Global
                   organization
       Event,                     Hospital /
     conference                    Medical
     & museum                      centers




                                                     •   Area monitoring by military, police
Disaster            Anybots                              and securities.
                                         Education
recovery              QB
                                                     •   Fire detection applications

                                                     •   Allowing user to patrol and
                                                         examine remote areas
     Exploration                  Home care

                     Military,                       •   Perform precision observation and
                      Police,                            data collection without
                     Security
                                                         experiencing the hazard
Customer Segments

                      Global
                   organization
       Event,                     Hospital /
     conference                    Medical
     & museum                      centers



                                                     •   Deployment in an underwater
Disaster            Anybots                              environment in order to produce
                                         Education
recovery              QB                                 interactive webcasts of scientific
                                                         material.

                                                     •   Navigate to areas that are difficult
                                                         and impossible to reach by human
     Exploration                  Home care              e.g. natural resource exploration.
                     Military,
                      Police,
                     Security
Customer Segments

                      Global
                   organization
       Event,                     Hospital /
     conference                    Medical
     & museum                      centers




Disaster            Anybots
                                         Education
recovery              QB

                                                     •   Deployment for use in disaster
                                                         recovery in earthquake, nuclear
                                                         disaster e.g. Fukushima
     Exploration                  Home care

                     Military,
                      Police,
                     Security
Customer Segments

                      Global
                   organization
       Event,                     Hospital /         •   Presenting papers, attending
     conference                    Medical               presentations, participating in
     & museum                      centers
                                                         panel discussions, and co-chairing
                                                         a technical session.

                                                     •   A “telepresence hall” for
Disaster            Anybots                              presentations and/or professional
                                         Education
recovery              QB                                 networking.

                                                     •   Museums could arrange tele-
                                                         presence visiting to examine
                                                         exhibits from different angles in a
     Exploration                  Home care
                                                         museum. (Australian National
                     Military,                           Museum, 2012)
                      Police,
                     Security
Customer Segments                                    •    Meeting, collaboration, sales
                                                          & marketing
                      Global
                   organization                      •    Auditing, inspection &
       Event,                     Hospital /
                                                          maintenance
     conference                    Medical
     & museum                      centers

                                                         Why do we only target at
                                                         global organization?
Disaster            Anybots
                                         Education                         High
recovery              QB
                                                                          market
                                                                          demand


                                                                  Low
                                                                 tech-
                                                                nology
     Exploration                  Home care                     barrier

                     Military,                                                 Low R&D
                      Police,                                                 Investment
                     Security
Empathy Map – Office Staff
                                                 THINK AND FEEL
                                                        Time wasting
                                                       Stuck in traffic
                                               Hassle to travel and coordinate
                                              No break – back to back meetings
                                                     Increasing backlog

                  HEAR                                                                             SEE
         Usage of video conference                                                        Team in different location
  Ready to travel for meetings when require                                                      Webcam
    New development of internet speed                                                        Video conference
                                                                                                 Webinar


                                                   SAY AND DO?
                                         Minimal travel (esp. people with family)
                                                       Silos team
                                                   Avoid responsibility


                            PAIN                                                       GAIN
               Missing time with family, friends                            More time with family, friend
                       Long travel time                          Closer communication with colleagues located remotely
           Segregated time – lack of communication                                  Multi-tasking
Anybots QB – Remote Yourself!
Anybots QB’s specifications & features
                 Cost & Country of        • USD 9,700
                      Origin              • United States

                     Human-
                                          • It looks vaguely like Wall-E, the
                   Resemblance              robot imp from 2008 Pixar film
                     Quotient

                      Mobility            • Runs on Segway-style wheels


                                          • The QB has a video camera for
                 Interaction Ability        eyes

                                          • Since it is essentially roaming
                 Cognitive Ability          videoconference center, it‟s your
                                            brain in a robot‟s body

                   Creepy-Robot           • A laser pointer in its right eye,
                                            designed for pointing at things in
                      Factor                the office

                                 Source: Anybot.com
Value Proposition


             what to offer and how to
                differentiate ???
Business Meeting & Office communication

Low setup cost & High usage rate

Move beyond the meeting room
• Videoconference / Telepresence is
  confined to structured environment like
  conference room.
• People prefer to talk and interact in non-
  structured environments, anywhere.
Strategy Canvas (against Technologies / Solutions)
Product inspection & Factory audit

Many factories need consistent inspection.

Limitation of CCTV
• Limited to the fixed viewpoint
• More CCTV camera requires if more area need to
  be covered

Anybots enable companies to conduct
inspection remotely from HQ and make more
frequent inspections.
Competitive Products
Strategy Canvas (against Competitors)
Value Capture



                $$$$$ / Margin ….
Value Capture
Revenue stream
Revenue stream
Revenue stream
Revenue stream
Revenue stream
Scope of Activities


               What to do and Who I
                 want to „marry‟?
Value chain


                            Firm infrastructure activities
Support                 Research, development and design
activities
                            Human resource management


 Primary      Purchasing,                                                    Dealer
 activities    inventory                  Market-       Outbound             support
                            Manufac-                                           and
                holding,                   ing &         logistics
               materials     turing        Sales                            customer
                handling                                                     service


                                                             (Source: Prof Funk‟s lecture)
Research & Development


             Balance            Computer
             control             vision




                          Path                Video /
                       Planning /
                        Sensor                Audio




            Networking
                 /                  Motion
            Communic                Control
               ation
Design

•   In-house designing
•   human like design vs. minimal design
•   Customize appearance design for customers
•   Communication interface via ROS applications
Manufacturing

Partnership with U.S based OEM manufacturer (E System)
•   Built to the professional quality needed for business communications

•   Better protect intellectual property compared to oversea manufacturing

•   Benefit greatly from time-to-market

•   Reduce capital outlay compared to in-house manufacturing
Marketing and Sales

•   Invite selected organizations to be beta testers (e.g. Carnegie Mellon
    University, NASA)




•   Grant distributor rights to RoboMatrix to introduce Anybots’ QB
    telepresence robot rental service to the Japanese and Taiwanese markets.
    RoboMatrix is a division of Innovation Matrix, Inc., a leading distributor of robotic, motion control,
    and automated systems.
Vertical (Dis)integration Chain


                                  Anybots   Partners

     R&D

     Design

     Manufacturing

     Sales

     Marketing

     Maintenance
Strategic Control


               I want to survive and
               make the most profits!
Strategic Control



  Protection against




                      ( )
  imitation
                            Create scale or
                            network effects
Have better
complementary
assets
                            Cross the chasm

   Control industry
   architecture
Patent Protection
3 utility patents (20y), 2 design patents (14y) granted!



               Temporary Monopoly, Prevent Imitation

          However, should prosecute patents in other key
                    markets other than USA
Maximizing Profits as the innovator

Components (e.g. cams, screens, mechanical parts, battery) are standard and easy to acquire

As early stage company, does not control many complementary assets.

However ….

 Key design elements are protected by Patents
 •   Software for remotely controlling the robot,
 •   Software for balancing the robot,
 •   Design of the robot.

 Control the platform and interface
 •   Suppliers supply „cheap‟ standard components
 •   IP control  need for integration ensures that the integral design
     reaps more profits!
 •   Control the industry architecture
Control of Industry Architecture

                                     Platform, Integral Design
      IPR +
      Control
                           Platform API                       Integration Interface


                 Application Developers             Robotic Sensors           Mechanical
                                                       Makers               Modules Makers



                                                      OEM Manufacturers


                                          Service Providers   VAR Distributors   Retail


                                                  Customers
Network Effects – Open API, 3P developers



                                                          Telepresence market
                                                             shows :- Usage
                                                          increases with more
                                                             units deployed

                                                            (Metcalfe’s Law)



                                        (source: cisco)


   • Core platform protected against imitation
   • Open the interface (standard API) for 3P app developers
   • Create network effects – open innovation to tap innovative
     complementary apps on QB platform
Options available to Anybots




Go to the leaders (e.g. Cisco, iRobot, Toyota, Polycom)
• Leverage on the IP protection to negotiate licenses with good royalties
• Work with the leaders to access their complementary assets to scale, cross the chasm



Go by themselves
• Enforce patent infringement aggressively
• Build complementary assets (marketing, sales) and outsource manufacturing
• Once market is big enough, pursue licensing or strategic buy-out
Value                   Costumer        Costumer
Key partners     Key activities
                                      proposition             relationships   segments




                 Key resources                                 Channels

                                  In Conclusion




Cost structure                                      Revenue streams
Test drive




             Test Drive
Thank you

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Biz model for portable telepresence anybot

  • 1. MT 5016 Business Model for High-Tech Products ASSOC PROF Funk, Jeffrey Lee Ushashree Divakar Li Yinbei Zhou Kaijing Chang Chiew Yuen Wang QianQian Oh Chin Lock
  • 2. Robotic Telepresence Anybots, Inc.
  • 3. Video Introduction of Anybots Source: http://www.youtube.com/watch?v=OnxAXXHaAM8
  • 4. Outline • Telepresence & Robotic Telepresence • Motivation of Telepresence & Markets • Customer needs & segments • Robotic Telepresence and Anybots QB • Value proposition • Value capture • Scope of activities • Strategic Control • Summary
  • 5. Telepresence today Suppliers • Polycom • Cisco • Huawei • HP Features • High resolution • High fidelity • Immersive • High investment (Source: Mombasa and Coast Tourist Association)
  • 6. Robotic Telepresence Telepresence Mobility Robotic Telepresence Source: www.avatarmovie.com
  • 7. Motivation for Robotic Telepresence Globalization + Internet boom • Cross functional projects • Increasing companies setting up their manufacturing and R&D facilities overseas • Increasing need for collaboration and communication across geographical regions • Increasing internet connectivity
  • 8. Telepresence Market Source: ABI Research Results from the latest market study by For the full year 2011, total enterprise International Data Corporation (IDC) showed a videoconferencing market revenue reached strong fourth quarter of 2011 (4Q11), with $2.7 billion – that's an increase of 20.5 percent videoconferencing revenue growing 19.0 over the full year 2010. percent quarter over quarter and 24.6 percent year over year to reach $807.9 million.
  • 9. Bloomberg Businessweek's Drake Bennet thinks there is a better, and cheaper, alternative to business travel: Telepresence robots. The worldwide market for telepresence robotics is expected to grow from $556.1 million in 2010 to $13.1 billion in 2016. Robots that can be controlled from any location could be responsible for everything from office security and surveillance to holding remote meetings and virtual collaboration. Methods to achieve “Being there” Robotic Email, Telephone Web Video Tele- Being SMS Conference Conference, Physically Telepresence presence there! Least Effective Most Effective
  • 10. Customer Selection is there a market ??? whom to serve and not serve ???
  • 11. Customer Segments Global organization Event, Hospital / conference Medical • Provide interface to doctors, & museum centers specialist to communicate with patients remotely. • Tele-operation. Disaster Anybots Education recovery QB Exploration Home care Military, Police, Security
  • 12. Customer Segments Global organization Event, Hospital / conference Medical & museum centers Disaster Anybots Education recovery QB • Allow education institutes to engage the best experts and educators around the world to Exploration Home care provide teaching. Military, Police, Security • Mobility will enhance classroom interaction to stimulate studies.
  • 13. Customer Segments Global organization Event, Hospital / conference Medical • Companion for elderly living alone & museum centers at home • Possibility with situation-specific intelligent – reminding (e.g. taking Disaster Anybots medication or drinking) Education recovery QB • Alert message when emergency detected Exploration Home care Military, Police, Security
  • 14. Customer Segments Global organization Event, Hospital / conference Medical & museum centers • Area monitoring by military, police Disaster Anybots and securities. Education recovery QB • Fire detection applications • Allowing user to patrol and examine remote areas Exploration Home care Military, • Perform precision observation and Police, data collection without Security experiencing the hazard
  • 15. Customer Segments Global organization Event, Hospital / conference Medical & museum centers • Deployment in an underwater Disaster Anybots environment in order to produce Education recovery QB interactive webcasts of scientific material. • Navigate to areas that are difficult and impossible to reach by human Exploration Home care e.g. natural resource exploration. Military, Police, Security
  • 16. Customer Segments Global organization Event, Hospital / conference Medical & museum centers Disaster Anybots Education recovery QB • Deployment for use in disaster recovery in earthquake, nuclear disaster e.g. Fukushima Exploration Home care Military, Police, Security
  • 17. Customer Segments Global organization Event, Hospital / • Presenting papers, attending conference Medical presentations, participating in & museum centers panel discussions, and co-chairing a technical session. • A “telepresence hall” for Disaster Anybots presentations and/or professional Education recovery QB networking. • Museums could arrange tele- presence visiting to examine exhibits from different angles in a Exploration Home care museum. (Australian National Military, Museum, 2012) Police, Security
  • 18. Customer Segments • Meeting, collaboration, sales & marketing Global organization • Auditing, inspection & Event, Hospital / maintenance conference Medical & museum centers Why do we only target at global organization? Disaster Anybots Education High recovery QB market demand Low tech- nology Exploration Home care barrier Military, Low R&D Police, Investment Security
  • 19. Empathy Map – Office Staff THINK AND FEEL Time wasting Stuck in traffic Hassle to travel and coordinate No break – back to back meetings Increasing backlog HEAR SEE Usage of video conference Team in different location Ready to travel for meetings when require Webcam New development of internet speed Video conference Webinar SAY AND DO? Minimal travel (esp. people with family) Silos team Avoid responsibility PAIN GAIN Missing time with family, friends More time with family, friend Long travel time Closer communication with colleagues located remotely Segregated time – lack of communication Multi-tasking
  • 20. Anybots QB – Remote Yourself!
  • 21. Anybots QB’s specifications & features Cost & Country of • USD 9,700 Origin • United States Human- • It looks vaguely like Wall-E, the Resemblance robot imp from 2008 Pixar film Quotient Mobility • Runs on Segway-style wheels • The QB has a video camera for Interaction Ability eyes • Since it is essentially roaming Cognitive Ability videoconference center, it‟s your brain in a robot‟s body Creepy-Robot • A laser pointer in its right eye, designed for pointing at things in Factor the office Source: Anybot.com
  • 22. Value Proposition what to offer and how to differentiate ???
  • 23. Business Meeting & Office communication Low setup cost & High usage rate Move beyond the meeting room • Videoconference / Telepresence is confined to structured environment like conference room. • People prefer to talk and interact in non- structured environments, anywhere.
  • 24. Strategy Canvas (against Technologies / Solutions)
  • 25. Product inspection & Factory audit Many factories need consistent inspection. Limitation of CCTV • Limited to the fixed viewpoint • More CCTV camera requires if more area need to be covered Anybots enable companies to conduct inspection remotely from HQ and make more frequent inspections.
  • 27. Strategy Canvas (against Competitors)
  • 28. Value Capture $$$$$ / Margin ….
  • 30.
  • 36. Scope of Activities What to do and Who I want to „marry‟?
  • 37. Value chain Firm infrastructure activities Support Research, development and design activities Human resource management Primary Purchasing, Dealer activities inventory Market- Outbound support Manufac- and holding, ing & logistics materials turing Sales customer handling service (Source: Prof Funk‟s lecture)
  • 38. Research & Development Balance Computer control vision Path Video / Planning / Sensor Audio Networking / Motion Communic Control ation
  • 39. Design • In-house designing • human like design vs. minimal design • Customize appearance design for customers • Communication interface via ROS applications
  • 40. Manufacturing Partnership with U.S based OEM manufacturer (E System) • Built to the professional quality needed for business communications • Better protect intellectual property compared to oversea manufacturing • Benefit greatly from time-to-market • Reduce capital outlay compared to in-house manufacturing
  • 41. Marketing and Sales • Invite selected organizations to be beta testers (e.g. Carnegie Mellon University, NASA) • Grant distributor rights to RoboMatrix to introduce Anybots’ QB telepresence robot rental service to the Japanese and Taiwanese markets. RoboMatrix is a division of Innovation Matrix, Inc., a leading distributor of robotic, motion control, and automated systems.
  • 42. Vertical (Dis)integration Chain Anybots Partners R&D Design Manufacturing Sales Marketing Maintenance
  • 43. Strategic Control I want to survive and make the most profits!
  • 44. Strategic Control Protection against ( ) imitation Create scale or network effects Have better complementary assets Cross the chasm Control industry architecture
  • 45. Patent Protection 3 utility patents (20y), 2 design patents (14y) granted! Temporary Monopoly, Prevent Imitation However, should prosecute patents in other key markets other than USA
  • 46. Maximizing Profits as the innovator Components (e.g. cams, screens, mechanical parts, battery) are standard and easy to acquire As early stage company, does not control many complementary assets. However …. Key design elements are protected by Patents • Software for remotely controlling the robot, • Software for balancing the robot, • Design of the robot. Control the platform and interface • Suppliers supply „cheap‟ standard components • IP control  need for integration ensures that the integral design reaps more profits! • Control the industry architecture
  • 47. Control of Industry Architecture Platform, Integral Design IPR + Control Platform API Integration Interface Application Developers Robotic Sensors Mechanical Makers Modules Makers OEM Manufacturers Service Providers VAR Distributors Retail Customers
  • 48. Network Effects – Open API, 3P developers Telepresence market shows :- Usage increases with more units deployed (Metcalfe’s Law) (source: cisco) • Core platform protected against imitation • Open the interface (standard API) for 3P app developers • Create network effects – open innovation to tap innovative complementary apps on QB platform
  • 49. Options available to Anybots Go to the leaders (e.g. Cisco, iRobot, Toyota, Polycom) • Leverage on the IP protection to negotiate licenses with good royalties • Work with the leaders to access their complementary assets to scale, cross the chasm Go by themselves • Enforce patent infringement aggressively • Build complementary assets (marketing, sales) and outsource manufacturing • Once market is big enough, pursue licensing or strategic buy-out
  • 50. Value Costumer Costumer Key partners Key activities proposition relationships segments Key resources Channels In Conclusion Cost structure Revenue streams
  • 51. Test drive Test Drive