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Imagine a world without wires


             Group presentation:
             Wireless Electricity
             Technology Management Strategy
             National University of Singapore

                  Gaurav Chandrashekar
                       Coline Juin
                      Jan Zwerina
                     Hitesh Suresh
                   Marieke Oosterbaan

12/7/2012                                  MT4002 – Group presentation   1
Imagine a world without wires




12/7/2012                       MT4002 – Group presentation   2
Agenda

       ◤     Introduction to Witricity
             ◤   Value Proposition: Wireless vs Wired
       ◤     Potential Markets
             ◤   Value Proposition
             ◤   Strategic Comparison

       ◤     Target Market: Consumer Products
             ◤   Challenges and Competitors

       ◤     Business Model Generation
       ◤     Value Capture & Strategic Control
       ◤     Conclusion



07.12.2012                                              MT4002 – Group presentation   3
Introduction to Witricity


    ◤ Wireless electricity transmission technology
    ◤ Uses resonance coupling of coils
    ◤ Multiple devices can tap power from single coil
    ◤ Wireless electricity transmission with low losses
            (40% efficiency at 2.3m transmission)

    ◤ Not dependent on direction
            (Up to 15° off axis at this moment)




12/7/2012                                           MT4002 – Group presentation   4
Wired vs. Wireless

                    Wired Power               Wireless Power

             Pros   • Low Transmission        • Eliminates cables,
                      Losses                    infrastructure etc.
                    • Familiar in use         • Eliminates power plug
                    • It is everywhere          compatibility issues
                                              • Mobility within transmission
                                                range
                                              • Automatic power receiver
             Cons   • Limited Mobility        • High transmission losses
                    • Requirement for cables, • Requirement for new
                      infrastructure etc        wireless infrastructure




07.12.2012                                               MT4002 – Group presentation   5
Agenda

       ◤     Introduction to Witricity
             ◤   Value Proposition: Wireless vs Wired
       ◤     Potential Markets
             ◤   Value Proposition
             ◤   Strategic Comparison

       ◤     Target Market: Consumer Products
             ◤   Challenges and Competitors

       ◤     Business Model Generation
       ◤     Value Capture & Strategic Control
       ◤     Conclusion



07.12.2012                                              MT4002 – Group presentation   6
Potential Markets


       ◤     Medical
       ◤     Consumer Products
       ◤     Industrial Equipment



       ◤     Lets see what value proposition of products in these
             markets can be




07.12.2012                                          MT4002 – Group presentation   7
VP for Products in Medical Market

       ◤     Improved dexterity and safety during surgery
             ◤   Improves surgical tools through elimination of wires

       ◤     Reduces need for multiple surgeries
             ◤   No need for surgery to replace batteries for internal
                 devices (eg. Pacemakers)

       ◤     Opportunity for less invasive surgery procedures
             ◤ Reduced size of products



       ◤     Enables greater use of “camera-pills” and sensors
             to track bodily functions
             ◤   Eliminates battery-constraint by in-body sensors


07.12.2012                                                    MT4002 – Group presentation   8
VP for Products in Industrial Equipment Market

       ◤    Improved safety
            ◤   No loose wires on production floor


       ◤    More effective use of floor space
            ◤   Greater flexibility in machine location


       ◤    Architectural new possibilities for product designs
            ◤   Tools that can rotate through all axes


       ◤    Higher productivity
            ◤   Longer running time compared to using rechargeable wireless
                device


12/7/2012                                                 MT4002 – Group presentation   9
VP for Products in Consumer Market

       ◤     Increased Convenience for the user
             ◤   Greater Mobility


       ◤     Improved Ubiquity
             ◤   Eliminates standard wars of power sockets an chargers


       ◤     Reduction in product size
             ◤   Smaller batteries


       ◤     Improved Usability
             ◤   Eliminating „activity of charging‟




07.12.2012                                                 MT4002 – Group presentation   10
Agenda

       ◤     Introduction to Witricity
             ◤   Value Proposition: Wireless vs Wired
       ◤     Potential Markets
             ◤   Value Proposition
             ◤   Strategic Comparison

       ◤     Target Market: Consumer Products
             ◤   Challenges and Competitors

       ◤     Business Model Generation
       ◤     Value Capture & Strategic Control
       ◤     Conclusion



07.12.2012                                              MT4002 – Group presentation   11
Strategic comparison of Markets

                                                     Medical       Consumer               Industrial

                               Size of market          Large        Very Large              Medium

            Character-
                          No. Of vertical segments      Few           Many                     Few
              istics

                                  Growth             Moderate          Fast                Moderate

              Need
                                Usefulness             useful       moderate               moderate


                                                      Vertically     Vertically            Vertically
                           Management Control
                                                     integrated    disintegrated          integrated?

                          Product Life Cycle (PLC)     Long           Short                   Long
            Barriers to
              entry                                  Very slow
                              Time to market                          Quick                   Slow


                            Ease of Access to
                                                       Hard           Easy                  Medium
                           Distribution Channels

12/7/2012                                                                 MT4002 – Group presentation   12
Agenda

       ◤     Introduction to Witricity
             ◤   Value Proposition: Wireless vs Wired
       ◤     Potential Markets
             ◤   Value Proposition
             ◤   Strategic Comparison

       ◤     Target Market: Consumer Products
             ◤   Challenges and Competitors

       ◤     Business Model Generation
       ◤     Value Capture & Strategic Control
       ◤     Conclusion



07.12.2012                                              MT4002 – Group presentation   13
Consumer Products: Competitors & Challenges

        ◤   Competitors
        ◤   Technical challenges
        ◤   Market challenges




12/7/2012                          MT4002 – Group Presentation   14
Consumer Wireless Electricity: 3 Leading
Alternatives


                              Inductive                                   Resonance
                                                    Radio Frequency
            Name              Coupling                                    Coupling
                                                    Harvesting
                              (qi Standard)                               (Witricity)

                              Currently available   Currently still in    Late stage R&D /
            Where it stands
                              in market             R&D                   Pre market launch


            (Potential)                                                   Near to Medium
                              Near field charging   Far field charging
            Applications                                                  field charging


                              Fulton Innovation /
                              Energizer /
            Companies                               Intel                 Witricity
                              Samsung / Nokia /
                              Duracell




12/7/2012                                                                MT4002 – Group presentation   15
Consumer Wirless Electricity: 3 Leading Alternatives



                                 Inductive                          Resonance
                                                 Radio Frequency
            Name                 Coupling                           Coupling
                                                 Harvesting
                                 (qi Standard)                      (Witricity)

            Efficiency
                                 75% - 98%       N/A                98%
            1-2 cm


            Efficiency
                                 N/A             N/A                40% at 2.29m
            >1m


                                                                    Up to 15 degrees
            Charging Alignment   Required        N/A
                                                                    off axis




12/7/2012                                                          MT4002 – Group Presentation   16
Main Competitor: ‘qi’ Standard


       ◤ Current market leader is qi
         (Wireless Power Consortium)
             ◤   Partners include: Nokia, Samsung, Texas instrument



       ◤     qi is an open standard



       ◤     However limited technology:
             ◤   Maximum transmission distance only 40mm




07/12/2012                                                 MT4002 – Group Presentation   17
Validated Market




12/7/2012          MT4002 – Group Presentation   18
Agenda

       ◤     Introduction to Witricity
             ◤   Value Proposition: Wireless vs Wired
       ◤     Potential Markets
             ◤   Value Proposition
             ◤   Strategic Comparison

       ◤     Target Market: Consumer Products
             ◤   Challenges and Competitors

       ◤     Business Model Generation
       ◤     Value Capture & Strategic Control
       ◤     Conclusion



07.12.2012                                              MT4002 – Group presentation   19
Business Model Generation


       ◤ Witricity‟s Current Business Model
            ◤ Business Model Illustration
            ◤ Issues With Current Model


       ◤ Propose New Business Model

       ◤ Crossing The Chasm
            ◤ Where To Introduce Witricity And Why
            ◤ Why Is It Interesting For Our Partners



12/7/2012                                          MT4002 – Group Presentation   20
Current Business Model = Licensing




12/7/2012                            MT4002 – Group presentation   21
Issues with current business model

       ◤ Commercialization impetus with licensees
       ◤ Market has high network effects
       ◤ High risk for licensees to produce at scale

       ◤    No catalyst / champion to encourage adoption


       Witricity has limited strategic control


       There is no catalyst to cross chasm: we will propose one



12/7/2012                                         MT4002 – Group presentation   22
Proposed Business Model




07.12.2012                MT4002 – Group presentation   23
Where to introduce Witricity?


       Location with greatest impact?

       Outside Homes
       ◤    No or inconvenient existing charging infrastructure




       Locations where consumers spend "time“




12/7/2012                                                    MT4002 – Group presentation   24
How will we cross the chasm? Electricity providers




            Public
            locations




12/7/2012                           MT4002 – Group presentation   25
Value Capture for Public Locations



       ◤ Improvement of value proposition
            ◤   Differentiation among competitors
                ◤ Leads to improved sales


       ◤    Value capture through:
            ◤   Purchase of goods and services from establishment
            ◤   Sale of receiver coil plugs
            ◤   Service fee: subscription or advertisements




12/7/2012                                                MT4002 – Group presentation   26
Proposed Business Model




07.12.2012                MT4002 – Group presentation   27
How will we cross the chasm? Electricity customers




12/7/2012                          MT4002 – Group presentation   28
Consumer Products: Which Target Device?



       ◤     Large volume
       ◤     Low barriers to entry
       ◤     Vertically disintegrated
       ◤     Highly mobile usage




07.12.2012                              MT4002 – Group presentation   29
Consumer Products Market Overview 2012
Consumer Products: Which Target Device?



       ◤ Large volume
       ◤ Low barriers to entry
             ◤   Existence of 3rd party add-ons
       ◤     Vertically disintegrated
       ◤     Highly mobile usage




07.12.2012                                        MT4002 – Group presentation   31
How will we cross the chasm? Electricity customers




12/7/2012                          MT4002 – Group presentation   32
Crossing the Chasm

  ◤         Create Infrastructure
            ◤ Partnerships with commercial locations

  ◤         Reduce Network Effects
            ◤ Provide easy adoption through sale of adaptors
               at commercial locations

  ◤         Increase Technology Accessibility
            ◤ Distribute demonstration kits for early adopters
                / hackers




12/7/2012                                                        MT4002 – Group presentation   33
Proposed Business Model




12/7/2012                 MT4002 – Group Presentation   34
Conclusion: 3 step strategy for crossing the Chasm

  Step A: Early Adopters phase
     ◤ Manufacture and distribute receivers & transmitters
     ◤ Partner with public locations eg. Starbucks

  Step B: Early Majority Phase
     ◤ Encourage integration of receivers with phone manufacturers

  Step C: After Crossing The Chasm
     ◤ Return to pure licensing model
     ◤ Focus on R&D




07.12.2012                                           MT4002 – Group presentation   35
Agenda

       ◤     Introduction to Witricity
             ◤   Value Proposition: Wireless vs Wired
       ◤     Potential Markets
             ◤   Value Proposition
             ◤   Strategic Comparison

       ◤     Target Market: Consumer Products
             ◤   Challenges and Competitors

       ◤     Business Model Generation
       ◤     Value Capture & Strategic Control
       ◤     Conclusion



07.12.2012                                              MT4002 – Group presentation   36
Questions?




Thank you for your attention!
Cost Benefit Analysis
How much does it cost to charge an iPhone 5?

       ◤ iPhone 5 holds 9.5 watt-hours of charge

             0.0095 kWh/day x 70% efficiency x 365 days
             =
             3.47 kWh per year.
             x
             27 cents/kwH (Cost of electricity in SG)
             =
             $0.95/year
             or
             $0.0026/charge


07/12/2012                                         MT4002 – Group Presentation   38
Technological Challenges of Witricity



       ◤ Lack of transmission distance
             ◤   40% efficiency at 2.3m
       ◤     Directionally dependant
             ◤   up to 15°
       ◤     Safety
             ◤   Increased magnetic fields




07/12/2012                                   MT4002 – Group Presentation   39
Strategic Partners of Witricity (so far)


                          Mobile                   Industrial
            Hybrid Cars              Health Care
                          Devices                  Equipment

            Toyota
            Misubishi
            Audi          MediaTek   Thoratec      GE
            Delphi
            Batteries




12/7/2012                                           MT4002 – Group presentation   40

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Biz Model for Wireless Electricity

  • 1. Imagine a world without wires Group presentation: Wireless Electricity Technology Management Strategy National University of Singapore Gaurav Chandrashekar Coline Juin Jan Zwerina Hitesh Suresh Marieke Oosterbaan 12/7/2012 MT4002 – Group presentation 1
  • 2. Imagine a world without wires 12/7/2012 MT4002 – Group presentation 2
  • 3. Agenda ◤ Introduction to Witricity ◤ Value Proposition: Wireless vs Wired ◤ Potential Markets ◤ Value Proposition ◤ Strategic Comparison ◤ Target Market: Consumer Products ◤ Challenges and Competitors ◤ Business Model Generation ◤ Value Capture & Strategic Control ◤ Conclusion 07.12.2012 MT4002 – Group presentation 3
  • 4. Introduction to Witricity ◤ Wireless electricity transmission technology ◤ Uses resonance coupling of coils ◤ Multiple devices can tap power from single coil ◤ Wireless electricity transmission with low losses (40% efficiency at 2.3m transmission) ◤ Not dependent on direction (Up to 15° off axis at this moment) 12/7/2012 MT4002 – Group presentation 4
  • 5. Wired vs. Wireless Wired Power Wireless Power Pros • Low Transmission • Eliminates cables, Losses infrastructure etc. • Familiar in use • Eliminates power plug • It is everywhere compatibility issues • Mobility within transmission range • Automatic power receiver Cons • Limited Mobility • High transmission losses • Requirement for cables, • Requirement for new infrastructure etc wireless infrastructure 07.12.2012 MT4002 – Group presentation 5
  • 6. Agenda ◤ Introduction to Witricity ◤ Value Proposition: Wireless vs Wired ◤ Potential Markets ◤ Value Proposition ◤ Strategic Comparison ◤ Target Market: Consumer Products ◤ Challenges and Competitors ◤ Business Model Generation ◤ Value Capture & Strategic Control ◤ Conclusion 07.12.2012 MT4002 – Group presentation 6
  • 7. Potential Markets ◤ Medical ◤ Consumer Products ◤ Industrial Equipment ◤ Lets see what value proposition of products in these markets can be 07.12.2012 MT4002 – Group presentation 7
  • 8. VP for Products in Medical Market ◤ Improved dexterity and safety during surgery ◤ Improves surgical tools through elimination of wires ◤ Reduces need for multiple surgeries ◤ No need for surgery to replace batteries for internal devices (eg. Pacemakers) ◤ Opportunity for less invasive surgery procedures ◤ Reduced size of products ◤ Enables greater use of “camera-pills” and sensors to track bodily functions ◤ Eliminates battery-constraint by in-body sensors 07.12.2012 MT4002 – Group presentation 8
  • 9. VP for Products in Industrial Equipment Market ◤ Improved safety ◤ No loose wires on production floor ◤ More effective use of floor space ◤ Greater flexibility in machine location ◤ Architectural new possibilities for product designs ◤ Tools that can rotate through all axes ◤ Higher productivity ◤ Longer running time compared to using rechargeable wireless device 12/7/2012 MT4002 – Group presentation 9
  • 10. VP for Products in Consumer Market ◤ Increased Convenience for the user ◤ Greater Mobility ◤ Improved Ubiquity ◤ Eliminates standard wars of power sockets an chargers ◤ Reduction in product size ◤ Smaller batteries ◤ Improved Usability ◤ Eliminating „activity of charging‟ 07.12.2012 MT4002 – Group presentation 10
  • 11. Agenda ◤ Introduction to Witricity ◤ Value Proposition: Wireless vs Wired ◤ Potential Markets ◤ Value Proposition ◤ Strategic Comparison ◤ Target Market: Consumer Products ◤ Challenges and Competitors ◤ Business Model Generation ◤ Value Capture & Strategic Control ◤ Conclusion 07.12.2012 MT4002 – Group presentation 11
  • 12. Strategic comparison of Markets Medical Consumer Industrial Size of market Large Very Large Medium Character- No. Of vertical segments Few Many Few istics Growth Moderate Fast Moderate Need Usefulness useful moderate moderate Vertically Vertically Vertically Management Control integrated disintegrated integrated? Product Life Cycle (PLC) Long Short Long Barriers to entry Very slow Time to market Quick Slow Ease of Access to Hard Easy Medium Distribution Channels 12/7/2012 MT4002 – Group presentation 12
  • 13. Agenda ◤ Introduction to Witricity ◤ Value Proposition: Wireless vs Wired ◤ Potential Markets ◤ Value Proposition ◤ Strategic Comparison ◤ Target Market: Consumer Products ◤ Challenges and Competitors ◤ Business Model Generation ◤ Value Capture & Strategic Control ◤ Conclusion 07.12.2012 MT4002 – Group presentation 13
  • 14. Consumer Products: Competitors & Challenges ◤ Competitors ◤ Technical challenges ◤ Market challenges 12/7/2012 MT4002 – Group Presentation 14
  • 15. Consumer Wireless Electricity: 3 Leading Alternatives Inductive Resonance Radio Frequency Name Coupling Coupling Harvesting (qi Standard) (Witricity) Currently available Currently still in Late stage R&D / Where it stands in market R&D Pre market launch (Potential) Near to Medium Near field charging Far field charging Applications field charging Fulton Innovation / Energizer / Companies Intel Witricity Samsung / Nokia / Duracell 12/7/2012 MT4002 – Group presentation 15
  • 16. Consumer Wirless Electricity: 3 Leading Alternatives Inductive Resonance Radio Frequency Name Coupling Coupling Harvesting (qi Standard) (Witricity) Efficiency 75% - 98% N/A 98% 1-2 cm Efficiency N/A N/A 40% at 2.29m >1m Up to 15 degrees Charging Alignment Required N/A off axis 12/7/2012 MT4002 – Group Presentation 16
  • 17. Main Competitor: ‘qi’ Standard ◤ Current market leader is qi (Wireless Power Consortium) ◤ Partners include: Nokia, Samsung, Texas instrument ◤ qi is an open standard ◤ However limited technology: ◤ Maximum transmission distance only 40mm 07/12/2012 MT4002 – Group Presentation 17
  • 18. Validated Market 12/7/2012 MT4002 – Group Presentation 18
  • 19. Agenda ◤ Introduction to Witricity ◤ Value Proposition: Wireless vs Wired ◤ Potential Markets ◤ Value Proposition ◤ Strategic Comparison ◤ Target Market: Consumer Products ◤ Challenges and Competitors ◤ Business Model Generation ◤ Value Capture & Strategic Control ◤ Conclusion 07.12.2012 MT4002 – Group presentation 19
  • 20. Business Model Generation ◤ Witricity‟s Current Business Model ◤ Business Model Illustration ◤ Issues With Current Model ◤ Propose New Business Model ◤ Crossing The Chasm ◤ Where To Introduce Witricity And Why ◤ Why Is It Interesting For Our Partners 12/7/2012 MT4002 – Group Presentation 20
  • 21. Current Business Model = Licensing 12/7/2012 MT4002 – Group presentation 21
  • 22. Issues with current business model ◤ Commercialization impetus with licensees ◤ Market has high network effects ◤ High risk for licensees to produce at scale ◤ No catalyst / champion to encourage adoption Witricity has limited strategic control There is no catalyst to cross chasm: we will propose one 12/7/2012 MT4002 – Group presentation 22
  • 23. Proposed Business Model 07.12.2012 MT4002 – Group presentation 23
  • 24. Where to introduce Witricity? Location with greatest impact? Outside Homes ◤ No or inconvenient existing charging infrastructure Locations where consumers spend "time“ 12/7/2012 MT4002 – Group presentation 24
  • 25. How will we cross the chasm? Electricity providers Public locations 12/7/2012 MT4002 – Group presentation 25
  • 26. Value Capture for Public Locations ◤ Improvement of value proposition ◤ Differentiation among competitors ◤ Leads to improved sales ◤ Value capture through: ◤ Purchase of goods and services from establishment ◤ Sale of receiver coil plugs ◤ Service fee: subscription or advertisements 12/7/2012 MT4002 – Group presentation 26
  • 27. Proposed Business Model 07.12.2012 MT4002 – Group presentation 27
  • 28. How will we cross the chasm? Electricity customers 12/7/2012 MT4002 – Group presentation 28
  • 29. Consumer Products: Which Target Device? ◤ Large volume ◤ Low barriers to entry ◤ Vertically disintegrated ◤ Highly mobile usage 07.12.2012 MT4002 – Group presentation 29
  • 30. Consumer Products Market Overview 2012
  • 31. Consumer Products: Which Target Device? ◤ Large volume ◤ Low barriers to entry ◤ Existence of 3rd party add-ons ◤ Vertically disintegrated ◤ Highly mobile usage 07.12.2012 MT4002 – Group presentation 31
  • 32. How will we cross the chasm? Electricity customers 12/7/2012 MT4002 – Group presentation 32
  • 33. Crossing the Chasm ◤ Create Infrastructure ◤ Partnerships with commercial locations ◤ Reduce Network Effects ◤ Provide easy adoption through sale of adaptors at commercial locations ◤ Increase Technology Accessibility ◤ Distribute demonstration kits for early adopters / hackers 12/7/2012 MT4002 – Group presentation 33
  • 34. Proposed Business Model 12/7/2012 MT4002 – Group Presentation 34
  • 35. Conclusion: 3 step strategy for crossing the Chasm Step A: Early Adopters phase ◤ Manufacture and distribute receivers & transmitters ◤ Partner with public locations eg. Starbucks Step B: Early Majority Phase ◤ Encourage integration of receivers with phone manufacturers Step C: After Crossing The Chasm ◤ Return to pure licensing model ◤ Focus on R&D 07.12.2012 MT4002 – Group presentation 35
  • 36. Agenda ◤ Introduction to Witricity ◤ Value Proposition: Wireless vs Wired ◤ Potential Markets ◤ Value Proposition ◤ Strategic Comparison ◤ Target Market: Consumer Products ◤ Challenges and Competitors ◤ Business Model Generation ◤ Value Capture & Strategic Control ◤ Conclusion 07.12.2012 MT4002 – Group presentation 36
  • 37. Questions? Thank you for your attention!
  • 38. Cost Benefit Analysis How much does it cost to charge an iPhone 5? ◤ iPhone 5 holds 9.5 watt-hours of charge 0.0095 kWh/day x 70% efficiency x 365 days = 3.47 kWh per year. x 27 cents/kwH (Cost of electricity in SG) = $0.95/year or $0.0026/charge 07/12/2012 MT4002 – Group Presentation 38
  • 39. Technological Challenges of Witricity ◤ Lack of transmission distance ◤ 40% efficiency at 2.3m ◤ Directionally dependant ◤ up to 15° ◤ Safety ◤ Increased magnetic fields 07/12/2012 MT4002 – Group Presentation 39
  • 40. Strategic Partners of Witricity (so far) Mobile Industrial Hybrid Cars Health Care Devices Equipment Toyota Misubishi Audi MediaTek Thoratec GE Delphi Batteries 12/7/2012 MT4002 – Group presentation 40