SlideShare a Scribd company logo
1 of 40
Download to read offline
Tactus Technology
         Tactile User Interface for Touchscreen Devices



                                                   Dynamic Buttons rise UP
                                                  from your touchscreen
                                                  Buttons when you need them;
                                                  gone when you don’t.




MT 4002 Technology Management Strategy | Tactus
Presentation Overview
    1. Introduction to Tactile Layer
          o    What is the Tactile Layer
          o    Value Proposition - Why is Tactile Layer better?
    2. Market for Tactile Layer
          o    Opportunities for business
          o    Customer Selection
    3. Value Capture
          o    Product offering
          o    Money Flow within existing market
          o    Method of Value Capture & Revenue Models
    4. Scope of Activities
    5. Strategic Control
          o    Long term survival and growth


MT 4002 Technology Management Strategy | Tactus
The Touchscreen Experience


      • Interactive User Experience
      • Intuitive & Easy to use


      • Unable to recreate true
       tactile responses

      • Low accuracy during use




MT 4002 Technology Management Strategy | Tactus
Problem

    Compromised User Experience
     • Data entry errors
     • Poor typing speed
     • Constant visual monitoring - inconvenient or even
       dangerous
     • No way to blind-navigate




MT 4002 Technology Management Strategy | Tactus
Compare advantages of two most
            common Interaction Methods


      Physical Buttons                            Touch Screen
        • High speed typing                       • Bigger screens
        • Accuracy and confidence                 • Fastest pointing device
        • Free from sensitivity and               • More interactive browsing
          calibration problems                      experience
                                                  • New dimension to games
                                                    and apps




MT 4002 Technology Management Strategy | Tactus
Solution




Tactus Technology Demo Video
          Click to Watch
What is the Tactile Layer user
                         interface?
   •   Application-controlled, completely transparent real and
       physical buttons that rise up from the touchscreen surface on
       demand
   •   Tactile Layer™ easily integrates with today’s touchscreen-
       based devices
        o Replaces ‘window’ layer and requires no change to the underlying
          display or touch sensor
   •   A ‘best of both worlds’ solution combining the comfort of a
       physical keyboard with the versatile experience provided by
       a touchscreen


MT 4002 Technology Management Strategy | Tactus
So how does Tactile Layer Work?

      • Replaces the front layer of the display stack, known as the
        cover lens or window.
      • Little or no change to the underlying touch sensor or
        display.




MT 4002 Technology Management Strategy | Tactus
Technology

      • Venture-backed company headquartered in Fremont,
        California
      • Sole product: Tactile Layer TM
      • Availability: Commercially available in 2013
      • Direct competitor: None
      • Business model is product business model




MT 4002 Technology Management Strategy | Tactus
Value Proposition
MT 4002 Technology Management Strategy | Tactus
Types of Buttons – Truly Dynamic
                      Interface



                     Square                   Rectangle        Round


                                           • Multiple Button Shapes
                                           • Controllable button height
                                           • Programmed to custom-fit current
                   Orientation               screen
                    Sensitive

MT 4002 Technology Management Strategy | Tactus
The Tactile Layer: More than simply
              ‘best of both worlds’
         – A superior value proposition
             Tactile Layer introduces new value to the end user


      • Enables multi-tasking
        by reducing user’s need
        to look at the screen
        while using a
        touchscreen device
      • Improved Safety


MT 4002 Technology Management Strategy | Tactus
Superior Value Proposition
    • Improves speed and accuracy while using a touchscreen
      device




MT 4002 Technology Management Strategy | Tactus
Superior Value Proposition
     • Provides an overall improved user experience with
       touchscreen device




MT 4002 Technology Management Strategy | Tactus
Key Benefits of Tactile Layer
                         to End Users
                        • Higher performance - addresses
                          conformation and orientation
                             ‒ Higher Accuracy
                             ‒ Faster speed
                        • Improved Safety
                        • Improved overall user experience

    Key Takeaway:
    1. People care about these areas of problems
    2. These benefits are add-ons, without sacrificing any of the
    existing touchscreen features

MT 4002 Technology Management Strategy | Tactus
Applications / Value Prop for Users




              Using capacitive               Better/ Realistic        Better typing efficiency
             screen with gloves                  Games




                 Full-screen                  Full-screen Work        Compatible with existing
                Entertainment             Processing & Presentation       phone covers


MT 4002 Technology Management Strategy | Tactus
Market Opportunities &
     Customer Selection
MT 4002 Technology Management Strategy | Tactus
Customer Selection

                                Potential
                             Applications of      Non-Touch Screen, Physical
                             Tactus’s Tactile         Keyboard Phones
                                 Layer



                              Hand Phone
                               Industry

                                                    Touch Screen, Physical
                                                    Keyboard-less Phones


                             First Adopters




                                                      Hybrid Phones
                                                      Market Segments


MT 4002 Technology Management Strategy | Tactus
Market Opp of Tactus



                  Touchscreen demand to grow by 90-          48.64% of people surveyed still want
                  percent, led by mobile, tablet markets             qwerty keyboards




                       Touchscreen demand to grow by 90-percent, led by mobile,
                              Sales of touch screen devices with built in keyboards:
                                             tablet markets
                          48.64% of people surveyed still want qwerty keyboards
                                                  Mobile phones
                              Sales of keyboard peripherals to
                                    touch screen devices
                  Sales of touch screen devices with built   Sales of keyboard peripherals to touch
                       in keyboards: Mobile phones           screen devices


MT 4002 Technology Management Strategy | Tactus
Existing Value Network
                                                    Service
                                                   Providers

                                                                    OS Developers


         OEMs (Hardware
                                                    Phone
           Component
                                                 Manufacturers
          Manufactures)
                                                                      Application
                                                                                       Consumers
                                                                      Developers



                                                 Phone Retailers
                                                                   Content Providers



             Indirect customers to Tactus

             Logical categorisation

             Customers/ Stakeholders to Tactus



MT 4002 Technology Management Strategy | Tactus
New Value Network with Tactus
                                                    Service
                                                   Providers

             Tactus                                                 OS Developers
           Tactile Layer

                 +

         Other Hardware
                                                    Phone             Application
           Components                                                                  Consumers
                                                 Manufacturers        Developers
          Manufacturers


              OEMs

                                                                   Content Providers
                                                 Phone Retailers

             Direct customers to Tactus

             Indirect customers to Tactus

             Logical categorisation

             Customers/ Stakeholders to Tactus



MT 4002 Technology Management Strategy | Tactus
Value Proposition for Direct Customers
                                                               • Provide a new, innovative
                 Service
                Providers
                                                                 feature
                                                    Phone      • Easy integration - no need to re-
                                                  Manufactur     engineer display stacks
                                                     ers
                                                               • Opens up new markets and
                                                                 allows for creation of new and
     Phone
                                                                 innovative products (lighter,
    Retailers                                                    bigger screen, curved)



                                                               • Premises for new types of OS
                                                   Content       interaction/ applications
             Consumers                            Providers
                                                               • Provides new dimension of user
                                                                 experience within applications



MT 4002 Technology Management Strategy | Tactus
Value Proposition for Indirect Customers

     High sales volume expected                          Service
   Applications may use more data                       Providers
                                                                      Phone
                                                                    Manufactur
                                                                       ers



                                             Phone
High sales volume expected                  Retailers




                                                                     Content
                                                                    Providers
       Improved user experience                    Consumers
       Higher work performance


MT 4002 Technology Management Strategy | Tactus
Value Capture
MT 4002 Technology Management Strategy | Tactus
Product Overview

                                                  Tactile Layer
                                  Tactile
                                 Hardware
                                                    Tactile            To control
        Products                                   Controller         Tactile Layer
         Offered
                                                  To access Tactile
                                                    Controller &
                                Product Key
                                                     manipulate
                                                    Tactile Layer




MT 4002 Technology Management Strategy | Tactus
Cash flow within Existing value network

      Operating System            Licensing fee/      Buy        OEMs (Component
      Developers                  Advertising         Components Manufacturers)
                                  Platform
 Provide                                  Handset Makers
 Platform for                                                             Sell
 development                                                              Phones

                                          Sell Content/
          Application Developers                                      Consumers
                                          Advertising revenue


 Slight differences may exist between firms with different revenue models
      •     Apple makes both the handset and the OS, so costs are internalized
      •     Android OS is free but Google makes money through advertising
      •     Symbian is licensed


MT 4002 Technology Management Strategy | Tactus
Cash flow with Tactus (A unique OEM)

      Operating System       Licensing fee/         Buy        OEMs (Component
      Developers             Advertising            Components Manufacturers)
                             Platform
 Provide                             Handset Makers
 Platform for                                                           Sell
                                              Sell Tactile
 development      Tactus Technology                                     Phones
                                              Layer &
                         Sell                 Controller
                         Product Key
                                     Sell Content/
      Application Developers                                       Consumers
                                     Advertising revenue
 Method of value capture for access key sales would vary according to platform, since the
 various developers have different revenue models




MT 4002 Technology Management Strategy | Tactus
Revenue Model
                                  Tactus Technology




   Tactile Layer &                                 Tactile Product Key
  Tactile Controller                                   to Interface




     Smart phone                                                          Closed Source/
                                Open Source Model
       makers                                                            Proprietary Model



                                                                                         Others
                                   Android App                                        (Blackberry,
          Direct Sales                                         Apple
                                   Developers                                      Symbian & Windows
                                                                                     Phone makers)



                                                               Commission per                Commission per
                                         Direct Sales
                                                                 sale made                     sale made


MT 4002 Technology Management Strategy | Tactus
Pricing
    • Incorporating new MEMS device introduces added cost to
      manufacturing smartphones
    • But smartphone market and market for mobile MEMS is
      growing, suggesting larger volumes which may help reduce
      costs
    • Smartphones contribute 45.6% of overall handset market
      shipments in 2012 and this will increase to 67.4% by 2016




    (source: iSuppli - http://www.isuppli.com/Abstract/P23710_20120928151741.pdf)


MT 4002 Technology Management Strategy | Tactus
Pricing




MT 4002 Technology Management Strategy | Tactus
Scope of Activities
MT 4002 Technology Management Strategy | Tactus
Business Flow
      Tactus Technology

        Application
                                  Application Programming           Sales of
        Programming
        Interface
                                 Interface (API) development      Product Key


        Tactile Layer                                             Tactile Layer
                              Tactile Layer       Tactile Layer
        & Tactile                                                    Sale &
        Controller
                              Design R&D          Manufacturing
                                                                  Distribution



                                                                     Global
      External Vendors
                                  MEMS                 IC
                                                                  Distribution
                               Manufacturing      Manufacturing
                                                                    Support



MT 4002 Technology Management Strategy | Tactus
Business Functions
      Tactus Technology
                                                    Strategic Management
        Application                                    Finance
                                  Application Programming              Sales of
        Programming
        Interface
                                 Interface (API) development HR and IT
                                             Operations, Legal,     Product Key

                                                                             Sales
                                                  R&D
        Tactile Layer                                                    Tactile Layer
                              Tactile Layer      Tactile Layer            Marketing
        & Tactile                                                            Sale &
        Controller
                              Design R&D        Manufacturing
                                         Engineering                   PR Distribution
                                                                          & Partnership

                                                        Customer Service
                                                                              Global
      External Vendors
                                  MEMS                 Supply Chain
                                                         IC
                                                                           Distribution
                               Manufacturing        Manufacturing
                                                                             Support



MT 4002 Technology Management Strategy | Tactus
Strategic Control
MT 4002 Technology Management Strategy | Tactus
Key Features/
                     Appropriability Regime
     • First entrant
          • Control standards which will create a barrier to entry
          • Most important complementary assets are R&D, Marketing and
            Distribution
     • Strong protection for the technology
     • Sustainability via acquisition
          • Economics of scale
          • Access to complementary assets




MT 4002 Technology Management Strategy | Tactus
Patents




MT 4002 Technology Management Strategy | Tactus
Key Features/
                     Appropriability Regime
     • First entrant
          • Control standards which will create a barrier to entry
          • Most important complementary assets are R&D, Marketing and
            Distribution
     • Strong protection for the technology
     • Sustainability via acquisition
          • Economics of scale
          • Access to complementary assets




MT 4002 Technology Management Strategy | Tactus
Conclusion
MT 4002 Technology Management Strategy | Tactus
Conclusion – Business Prospects

   •    Haptics is a growing field

   •    Business plan
        o    Maintain industry leadership through innovation


   •    Potential for Tactus to branch out to other industries
        o    E.g. Automotives/medical equipment/etc.




MT 4002 Technology Management Strategy | Tactus
THANK YOU!                                   Q&A
MT 4002 Technology Management Strategy | Tactus

More Related Content

Viewers also liked

MYO: Computer interface based on EMG signals from forearm, Business Model
MYO: Computer interface based on EMG signals from forearm, Business ModelMYO: Computer interface based on EMG signals from forearm, Business Model
MYO: Computer interface based on EMG signals from forearm, Business ModelJeffrey Funk Business Models
 
Best practices for technology at events
Best practices for technology at eventsBest practices for technology at events
Best practices for technology at eventsJack Morton Worldwide
 
Carbon Nanotubes: Biz Model for Testing and Simulation
Carbon Nanotubes: Biz Model for Testing and Simulation     Carbon Nanotubes: Biz Model for Testing and Simulation
Carbon Nanotubes: Biz Model for Testing and Simulation Jeffrey Funk Business Models
 

Viewers also liked (20)

Biz Model fof Smart energy glass
Biz Model fof Smart energy glassBiz Model fof Smart energy glass
Biz Model fof Smart energy glass
 
Business model for Microbial Detection
Business model for Microbial DetectionBusiness model for Microbial Detection
Business model for Microbial Detection
 
Healthcare Magic - Biz Model
Healthcare Magic - Biz ModelHealthcare Magic - Biz Model
Healthcare Magic - Biz Model
 
New Biz Model for Universities
New Biz Model for UniversitiesNew Biz Model for Universities
New Biz Model for Universities
 
TruTouch Alcohol Detector: a business model
TruTouch Alcohol Detector: a business modelTruTouch Alcohol Detector: a business model
TruTouch Alcohol Detector: a business model
 
Cloud Storage for Personal Video Recording
Cloud Storage for Personal Video Recording Cloud Storage for Personal Video Recording
Cloud Storage for Personal Video Recording
 
Biz Model for "Print a House"
Biz Model for "Print a House"Biz Model for "Print a House"
Biz Model for "Print a House"
 
PhoneBloks
PhoneBloksPhoneBloks
PhoneBloks
 
iBeacon and its Biz Model
iBeacon and its Biz ModeliBeacon and its Biz Model
iBeacon and its Biz Model
 
Biz Model for pureLiFi
Biz Model for pureLiFiBiz Model for pureLiFi
Biz Model for pureLiFi
 
Biz model for tesco's online groceries
Biz model for tesco's online groceriesBiz model for tesco's online groceries
Biz model for tesco's online groceries
 
MYO: Computer interface based on EMG signals from forearm, Business Model
MYO: Computer interface based on EMG signals from forearm, Business ModelMYO: Computer interface based on EMG signals from forearm, Business Model
MYO: Computer interface based on EMG signals from forearm, Business Model
 
Biz model for portable telepresence anybot
Biz model for portable telepresence   anybotBiz model for portable telepresence   anybot
Biz model for portable telepresence anybot
 
Smart Plastics, Fischer-Tech
Smart Plastics, Fischer-TechSmart Plastics, Fischer-Tech
Smart Plastics, Fischer-Tech
 
Solar windows
Solar windowsSolar windows
Solar windows
 
Best practices for technology at events
Best practices for technology at eventsBest practices for technology at events
Best practices for technology at events
 
Carbon Nanotubes: Biz Model for Testing and Simulation
Carbon Nanotubes: Biz Model for Testing and Simulation     Carbon Nanotubes: Biz Model for Testing and Simulation
Carbon Nanotubes: Biz Model for Testing and Simulation
 
Biz Model for Bio-Batteries
Biz Model for Bio-BatteriesBiz Model for Bio-Batteries
Biz Model for Bio-Batteries
 
GoPro’s Wearable Camera
GoPro’s Wearable CameraGoPro’s Wearable Camera
GoPro’s Wearable Camera
 
Expliseat - World's Lightest Seats
Expliseat - World's Lightest SeatsExpliseat - World's Lightest Seats
Expliseat - World's Lightest Seats
 

Similar to Biz Model for Tactus

SMARCOS HIG Paper on Designing Touch Screen Interfaces
SMARCOS HIG Paper on Designing Touch Screen InterfacesSMARCOS HIG Paper on Designing Touch Screen Interfaces
SMARCOS HIG Paper on Designing Touch Screen InterfacesSmarcos Eu
 
PTME Moble Pos Catalogue 2021
PTME Moble Pos Catalogue 2021PTME Moble Pos Catalogue 2021
PTME Moble Pos Catalogue 2021Partner Tech Corp
 
ITExpo West Conference Highlights from Alan Quayle 2012
ITExpo West Conference Highlights from Alan Quayle 2012ITExpo West Conference Highlights from Alan Quayle 2012
ITExpo West Conference Highlights from Alan Quayle 2012Alan Quayle
 
La technologie Java embarquée pour des plateformes de services riches
La technologie Java embarquée pour des plateformes de services richesLa technologie Java embarquée pour des plateformes de services riches
La technologie Java embarquée pour des plateformes de services richescharlotte75009
 
The cutting edge retail intelligence
The cutting edge retail intelligenceThe cutting edge retail intelligence
The cutting edge retail intelligencePoindus Systems Corp
 
TC8000-specification-sheet.
TC8000-specification-sheet.TC8000-specification-sheet.
TC8000-specification-sheet.Bob Carter
 
InSource 2017 IIoT Roadshow: The Future of HMI/SCADA and Industrial Cloud Pla...
InSource 2017 IIoT Roadshow: The Future of HMI/SCADA and Industrial Cloud Pla...InSource 2017 IIoT Roadshow: The Future of HMI/SCADA and Industrial Cloud Pla...
InSource 2017 IIoT Roadshow: The Future of HMI/SCADA and Industrial Cloud Pla...InSource Solutions
 
Connect M Corporate Overview
Connect M Corporate OverviewConnect M Corporate Overview
Connect M Corporate OverviewShraddha Majali
 
Meap and business platforms
Meap and business platformsMeap and business platforms
Meap and business platformsDeepu S Nath
 
Encapsulating Complexity in IoT Solutions
Encapsulating Complexity in IoT SolutionsEncapsulating Complexity in IoT Solutions
Encapsulating Complexity in IoT SolutionsEurotech
 
L'evoluzione M2M nell'era di Industria 4.0
L'evoluzione M2M nell'era di Industria 4.0L'evoluzione M2M nell'era di Industria 4.0
L'evoluzione M2M nell'era di Industria 4.0FaberLab
 
Touchless Fingerprint Recognition
Touchless Fingerprint RecognitionTouchless Fingerprint Recognition
Touchless Fingerprint RecognitionSecurity Session
 
Contreras_TELENOR
Contreras_TELENORContreras_TELENOR
Contreras_TELENORGoWireless
 

Similar to Biz Model for Tactus (20)

Wireless Terminal
Wireless TerminalWireless Terminal
Wireless Terminal
 
SMARCOS HIG Paper on Designing Touch Screen Interfaces
SMARCOS HIG Paper on Designing Touch Screen InterfacesSMARCOS HIG Paper on Designing Touch Screen Interfaces
SMARCOS HIG Paper on Designing Touch Screen Interfaces
 
PTME Moble Pos Catalogue 2021
PTME Moble Pos Catalogue 2021PTME Moble Pos Catalogue 2021
PTME Moble Pos Catalogue 2021
 
ITExpo West Conference Highlights from Alan Quayle 2012
ITExpo West Conference Highlights from Alan Quayle 2012ITExpo West Conference Highlights from Alan Quayle 2012
ITExpo West Conference Highlights from Alan Quayle 2012
 
La technologie Java embarquée pour des plateformes de services riches
La technologie Java embarquée pour des plateformes de services richesLa technologie Java embarquée pour des plateformes de services riches
La technologie Java embarquée pour des plateformes de services riches
 
The cutting edge retail intelligence
The cutting edge retail intelligenceThe cutting edge retail intelligence
The cutting edge retail intelligence
 
TC8000-specification-sheet.
TC8000-specification-sheet.TC8000-specification-sheet.
TC8000-specification-sheet.
 
InSource 2017 IIoT Roadshow: The Future of HMI/SCADA and Industrial Cloud Pla...
InSource 2017 IIoT Roadshow: The Future of HMI/SCADA and Industrial Cloud Pla...InSource 2017 IIoT Roadshow: The Future of HMI/SCADA and Industrial Cloud Pla...
InSource 2017 IIoT Roadshow: The Future of HMI/SCADA and Industrial Cloud Pla...
 
Connect M Corporate Overview
Connect M Corporate OverviewConnect M Corporate Overview
Connect M Corporate Overview
 
Meap and business platforms
Meap and business platformsMeap and business platforms
Meap and business platforms
 
Encapsulating Complexity in IoT Solutions
Encapsulating Complexity in IoT SolutionsEncapsulating Complexity in IoT Solutions
Encapsulating Complexity in IoT Solutions
 
L'evoluzione M2M nell'era di Industria 4.0
L'evoluzione M2M nell'era di Industria 4.0L'evoluzione M2M nell'era di Industria 4.0
L'evoluzione M2M nell'era di Industria 4.0
 
TC75_SS
TC75_SSTC75_SS
TC75_SS
 
Touchless Fingerprint Recognition
Touchless Fingerprint RecognitionTouchless Fingerprint Recognition
Touchless Fingerprint Recognition
 
Xpt
XptXpt
Xpt
 
Xpt
XptXpt
Xpt
 
XPT Corporate Capability
XPT Corporate Capability XPT Corporate Capability
XPT Corporate Capability
 
Contreras_TELENOR
Contreras_TELENORContreras_TELENOR
Contreras_TELENOR
 
The IoT Advantage
The IoT AdvantageThe IoT Advantage
The IoT Advantage
 
Ttg leaflet
Ttg leafletTtg leaflet
Ttg leaflet
 

More from Jeffrey Funk Business Models

Ola Cabs: Dominating India and Challenging Uber at Global Level
Ola Cabs: Dominating India and Challenging Uber at Global LevelOla Cabs: Dominating India and Challenging Uber at Global Level
Ola Cabs: Dominating India and Challenging Uber at Global LevelJeffrey Funk Business Models
 
Zomato: Transforming the Global Restaurant Business
Zomato: Transforming the Global Restaurant BusinessZomato: Transforming the Global Restaurant Business
Zomato: Transforming the Global Restaurant BusinessJeffrey Funk Business Models
 
Beyond Flipped Classrooms and MOOCs: The future of engineering and management...
Beyond Flipped Classrooms and MOOCs: The future of engineering and management...Beyond Flipped Classrooms and MOOCs: The future of engineering and management...
Beyond Flipped Classrooms and MOOCs: The future of engineering and management...Jeffrey Funk Business Models
 
Network Effects, Platforms, Standards, and Complex Systems
Network Effects, Platforms, Standards, and Complex SystemsNetwork Effects, Platforms, Standards, and Complex Systems
Network Effects, Platforms, Standards, and Complex Systems Jeffrey Funk Business Models
 
Value Propositions and Billion Dollar Startup Club
Value Propositions and Billion Dollar Startup ClubValue Propositions and Billion Dollar Startup Club
Value Propositions and Billion Dollar Startup ClubJeffrey Funk Business Models
 

More from Jeffrey Funk Business Models (20)

Online Education: A New Business Model
Online Education: A New Business ModelOnline Education: A New Business Model
Online Education: A New Business Model
 
Biz Models for High-Tech Products
Biz Models for High-Tech ProductsBiz Models for High-Tech Products
Biz Models for High-Tech Products
 
Ola Cabs: Dominating India and Challenging Uber at Global Level
Ola Cabs: Dominating India and Challenging Uber at Global LevelOla Cabs: Dominating India and Challenging Uber at Global Level
Ola Cabs: Dominating India and Challenging Uber at Global Level
 
PlugSurfing: global network of charging stations
PlugSurfing: global network of charging stationsPlugSurfing: global network of charging stations
PlugSurfing: global network of charging stations
 
Zomato: Transforming the Global Restaurant Business
Zomato: Transforming the Global Restaurant BusinessZomato: Transforming the Global Restaurant Business
Zomato: Transforming the Global Restaurant Business
 
Vishuo Biomedical
Vishuo BiomedicalVishuo Biomedical
Vishuo Biomedical
 
Beyond Flipped Classrooms and MOOCs: The future of engineering and management...
Beyond Flipped Classrooms and MOOCs: The future of engineering and management...Beyond Flipped Classrooms and MOOCs: The future of engineering and management...
Beyond Flipped Classrooms and MOOCs: The future of engineering and management...
 
Network Effects, Platforms, Standards, and Complex Systems
Network Effects, Platforms, Standards, and Complex SystemsNetwork Effects, Platforms, Standards, and Complex Systems
Network Effects, Platforms, Standards, and Complex Systems
 
Value Propositions and Billion Dollar Startup Club
Value Propositions and Billion Dollar Startup ClubValue Propositions and Billion Dollar Startup Club
Value Propositions and Billion Dollar Startup Club
 
Augmented Reality for Travel: A Business Model
Augmented Reality for Travel: A Business ModelAugmented Reality for Travel: A Business Model
Augmented Reality for Travel: A Business Model
 
Molecular Sensor from SCIO
Molecular Sensor from SCIOMolecular Sensor from SCIO
Molecular Sensor from SCIO
 
Garena Online
Garena OnlineGarena Online
Garena Online
 
Google Cardboard
Google CardboardGoogle Cardboard
Google Cardboard
 
Theranos Biz Model
Theranos Biz ModelTheranos Biz Model
Theranos Biz Model
 
Airware for Drones
Airware for DronesAirware for Drones
Airware for Drones
 
Wireless charging: Qualcomm and Bosch
Wireless charging: Qualcomm and BoschWireless charging: Qualcomm and Bosch
Wireless charging: Qualcomm and Bosch
 
Jasper, Internet of Things
Jasper, Internet of ThingsJasper, Internet of Things
Jasper, Internet of Things
 
Slack
SlackSlack
Slack
 
Oscar health insurance
Oscar health insuranceOscar health insurance
Oscar health insurance
 
Zenefits
Zenefits  Zenefits
Zenefits
 

Recently uploaded

Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaoncallgirls2057
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...ssuserf63bd7
 
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607dollysharma2066
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03DallasHaselhorst
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy Verified Accounts
 
Market Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMarket Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMintel Group
 
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCRashishs7044
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607dollysharma2066
 
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFGuide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFChandresh Chudasama
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Peter Ward
 
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!Doge Mining Website
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCRashishs7044
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckHajeJanKamps
 
Annual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesAnnual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesKeppelCorporation
 
Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524najka9823
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Americas Got Grants
 

Recently uploaded (20)

Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
 
International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...International Business Environments and Operations 16th Global Edition test b...
International Business Environments and Operations 16th Global Edition test b...
 
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
(Best) ENJOY Call Girls in Faridabad Ex | 8377087607
 
Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)Japan IT Week 2024 Brochure by 47Billion (English)
Japan IT Week 2024 Brochure by 47Billion (English)
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
 
Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03Cybersecurity Awareness Training Presentation v2024.03
Cybersecurity Awareness Training Presentation v2024.03
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
 
Call Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North GoaCall Us ➥9319373153▻Call Girls In North Goa
Call Us ➥9319373153▻Call Girls In North Goa
 
Market Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 EditionMarket Sizes Sample Report - 2024 Edition
Market Sizes Sample Report - 2024 Edition
 
8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR8447779800, Low rate Call girls in Saket Delhi NCR
8447779800, Low rate Call girls in Saket Delhi NCR
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
 
Guide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDFGuide Complete Set of Residential Architectural Drawings PDF
Guide Complete Set of Residential Architectural Drawings PDF
 
Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...Fordham -How effective decision-making is within the IT department - Analysis...
Fordham -How effective decision-making is within the IT department - Analysis...
 
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
Unlocking the Future: Explore Web 3.0 Workshop to Start Earning Today!
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
 
Annual General Meeting Presentation Slides
Annual General Meeting Presentation SlidesAnnual General Meeting Presentation Slides
Annual General Meeting Presentation Slides
 
Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524Call Girls Contact Number Andheri 9920874524
Call Girls Contact Number Andheri 9920874524
 
Corporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information TechnologyCorporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information Technology
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...
 

Biz Model for Tactus

  • 1. Tactus Technology Tactile User Interface for Touchscreen Devices Dynamic Buttons rise UP from your touchscreen Buttons when you need them; gone when you don’t. MT 4002 Technology Management Strategy | Tactus
  • 2. Presentation Overview 1. Introduction to Tactile Layer o What is the Tactile Layer o Value Proposition - Why is Tactile Layer better? 2. Market for Tactile Layer o Opportunities for business o Customer Selection 3. Value Capture o Product offering o Money Flow within existing market o Method of Value Capture & Revenue Models 4. Scope of Activities 5. Strategic Control o Long term survival and growth MT 4002 Technology Management Strategy | Tactus
  • 3. The Touchscreen Experience • Interactive User Experience • Intuitive & Easy to use • Unable to recreate true tactile responses • Low accuracy during use MT 4002 Technology Management Strategy | Tactus
  • 4. Problem Compromised User Experience • Data entry errors • Poor typing speed • Constant visual monitoring - inconvenient or even dangerous • No way to blind-navigate MT 4002 Technology Management Strategy | Tactus
  • 5. Compare advantages of two most common Interaction Methods Physical Buttons Touch Screen • High speed typing • Bigger screens • Accuracy and confidence • Fastest pointing device • Free from sensitivity and • More interactive browsing calibration problems experience • New dimension to games and apps MT 4002 Technology Management Strategy | Tactus
  • 6. Solution Tactus Technology Demo Video Click to Watch
  • 7. What is the Tactile Layer user interface? • Application-controlled, completely transparent real and physical buttons that rise up from the touchscreen surface on demand • Tactile Layer™ easily integrates with today’s touchscreen- based devices o Replaces ‘window’ layer and requires no change to the underlying display or touch sensor • A ‘best of both worlds’ solution combining the comfort of a physical keyboard with the versatile experience provided by a touchscreen MT 4002 Technology Management Strategy | Tactus
  • 8. So how does Tactile Layer Work? • Replaces the front layer of the display stack, known as the cover lens or window. • Little or no change to the underlying touch sensor or display. MT 4002 Technology Management Strategy | Tactus
  • 9. Technology • Venture-backed company headquartered in Fremont, California • Sole product: Tactile Layer TM • Availability: Commercially available in 2013 • Direct competitor: None • Business model is product business model MT 4002 Technology Management Strategy | Tactus
  • 10. Value Proposition MT 4002 Technology Management Strategy | Tactus
  • 11. Types of Buttons – Truly Dynamic Interface Square Rectangle Round • Multiple Button Shapes • Controllable button height • Programmed to custom-fit current Orientation screen Sensitive MT 4002 Technology Management Strategy | Tactus
  • 12. The Tactile Layer: More than simply ‘best of both worlds’ – A superior value proposition Tactile Layer introduces new value to the end user • Enables multi-tasking by reducing user’s need to look at the screen while using a touchscreen device • Improved Safety MT 4002 Technology Management Strategy | Tactus
  • 13. Superior Value Proposition • Improves speed and accuracy while using a touchscreen device MT 4002 Technology Management Strategy | Tactus
  • 14. Superior Value Proposition • Provides an overall improved user experience with touchscreen device MT 4002 Technology Management Strategy | Tactus
  • 15. Key Benefits of Tactile Layer to End Users • Higher performance - addresses conformation and orientation ‒ Higher Accuracy ‒ Faster speed • Improved Safety • Improved overall user experience Key Takeaway: 1. People care about these areas of problems 2. These benefits are add-ons, without sacrificing any of the existing touchscreen features MT 4002 Technology Management Strategy | Tactus
  • 16. Applications / Value Prop for Users Using capacitive Better/ Realistic Better typing efficiency screen with gloves Games Full-screen Full-screen Work Compatible with existing Entertainment Processing & Presentation phone covers MT 4002 Technology Management Strategy | Tactus
  • 17. Market Opportunities & Customer Selection MT 4002 Technology Management Strategy | Tactus
  • 18. Customer Selection Potential Applications of Non-Touch Screen, Physical Tactus’s Tactile Keyboard Phones Layer Hand Phone Industry Touch Screen, Physical Keyboard-less Phones First Adopters Hybrid Phones Market Segments MT 4002 Technology Management Strategy | Tactus
  • 19. Market Opp of Tactus Touchscreen demand to grow by 90- 48.64% of people surveyed still want percent, led by mobile, tablet markets qwerty keyboards Touchscreen demand to grow by 90-percent, led by mobile, Sales of touch screen devices with built in keyboards: tablet markets 48.64% of people surveyed still want qwerty keyboards Mobile phones Sales of keyboard peripherals to touch screen devices Sales of touch screen devices with built Sales of keyboard peripherals to touch in keyboards: Mobile phones screen devices MT 4002 Technology Management Strategy | Tactus
  • 20. Existing Value Network Service Providers OS Developers OEMs (Hardware Phone Component Manufacturers Manufactures) Application Consumers Developers Phone Retailers Content Providers Indirect customers to Tactus Logical categorisation Customers/ Stakeholders to Tactus MT 4002 Technology Management Strategy | Tactus
  • 21. New Value Network with Tactus Service Providers Tactus OS Developers Tactile Layer + Other Hardware Phone Application Components Consumers Manufacturers Developers Manufacturers OEMs Content Providers Phone Retailers Direct customers to Tactus Indirect customers to Tactus Logical categorisation Customers/ Stakeholders to Tactus MT 4002 Technology Management Strategy | Tactus
  • 22. Value Proposition for Direct Customers • Provide a new, innovative Service Providers feature Phone • Easy integration - no need to re- Manufactur engineer display stacks ers • Opens up new markets and allows for creation of new and Phone innovative products (lighter, Retailers bigger screen, curved) • Premises for new types of OS Content interaction/ applications Consumers Providers • Provides new dimension of user experience within applications MT 4002 Technology Management Strategy | Tactus
  • 23. Value Proposition for Indirect Customers High sales volume expected Service Applications may use more data Providers Phone Manufactur ers Phone High sales volume expected Retailers Content Providers Improved user experience Consumers Higher work performance MT 4002 Technology Management Strategy | Tactus
  • 24. Value Capture MT 4002 Technology Management Strategy | Tactus
  • 25. Product Overview Tactile Layer Tactile Hardware Tactile To control Products Controller Tactile Layer Offered To access Tactile Controller & Product Key manipulate Tactile Layer MT 4002 Technology Management Strategy | Tactus
  • 26. Cash flow within Existing value network Operating System Licensing fee/ Buy OEMs (Component Developers Advertising Components Manufacturers) Platform Provide Handset Makers Platform for Sell development Phones Sell Content/ Application Developers Consumers Advertising revenue Slight differences may exist between firms with different revenue models • Apple makes both the handset and the OS, so costs are internalized • Android OS is free but Google makes money through advertising • Symbian is licensed MT 4002 Technology Management Strategy | Tactus
  • 27. Cash flow with Tactus (A unique OEM) Operating System Licensing fee/ Buy OEMs (Component Developers Advertising Components Manufacturers) Platform Provide Handset Makers Platform for Sell Sell Tactile development Tactus Technology Phones Layer & Sell Controller Product Key Sell Content/ Application Developers Consumers Advertising revenue Method of value capture for access key sales would vary according to platform, since the various developers have different revenue models MT 4002 Technology Management Strategy | Tactus
  • 28. Revenue Model Tactus Technology Tactile Layer & Tactile Product Key Tactile Controller to Interface Smart phone Closed Source/ Open Source Model makers Proprietary Model Others Android App (Blackberry, Direct Sales Apple Developers Symbian & Windows Phone makers) Commission per Commission per Direct Sales sale made sale made MT 4002 Technology Management Strategy | Tactus
  • 29. Pricing • Incorporating new MEMS device introduces added cost to manufacturing smartphones • But smartphone market and market for mobile MEMS is growing, suggesting larger volumes which may help reduce costs • Smartphones contribute 45.6% of overall handset market shipments in 2012 and this will increase to 67.4% by 2016 (source: iSuppli - http://www.isuppli.com/Abstract/P23710_20120928151741.pdf) MT 4002 Technology Management Strategy | Tactus
  • 30. Pricing MT 4002 Technology Management Strategy | Tactus
  • 31. Scope of Activities MT 4002 Technology Management Strategy | Tactus
  • 32. Business Flow Tactus Technology Application Application Programming Sales of Programming Interface Interface (API) development Product Key Tactile Layer Tactile Layer Tactile Layer Tactile Layer & Tactile Sale & Controller Design R&D Manufacturing Distribution Global External Vendors MEMS IC Distribution Manufacturing Manufacturing Support MT 4002 Technology Management Strategy | Tactus
  • 33. Business Functions Tactus Technology Strategic Management Application Finance Application Programming Sales of Programming Interface Interface (API) development HR and IT Operations, Legal, Product Key Sales R&D Tactile Layer Tactile Layer Tactile Layer Tactile Layer Marketing & Tactile Sale & Controller Design R&D Manufacturing Engineering PR Distribution & Partnership Customer Service Global External Vendors MEMS Supply Chain IC Distribution Manufacturing Manufacturing Support MT 4002 Technology Management Strategy | Tactus
  • 34. Strategic Control MT 4002 Technology Management Strategy | Tactus
  • 35. Key Features/ Appropriability Regime • First entrant • Control standards which will create a barrier to entry • Most important complementary assets are R&D, Marketing and Distribution • Strong protection for the technology • Sustainability via acquisition • Economics of scale • Access to complementary assets MT 4002 Technology Management Strategy | Tactus
  • 36. Patents MT 4002 Technology Management Strategy | Tactus
  • 37. Key Features/ Appropriability Regime • First entrant • Control standards which will create a barrier to entry • Most important complementary assets are R&D, Marketing and Distribution • Strong protection for the technology • Sustainability via acquisition • Economics of scale • Access to complementary assets MT 4002 Technology Management Strategy | Tactus
  • 38. Conclusion MT 4002 Technology Management Strategy | Tactus
  • 39. Conclusion – Business Prospects • Haptics is a growing field • Business plan o Maintain industry leadership through innovation • Potential for Tactus to branch out to other industries o E.g. Automotives/medical equipment/etc. MT 4002 Technology Management Strategy | Tactus
  • 40. THANK YOU! Q&A MT 4002 Technology Management Strategy | Tactus