These slides summarize a business model for eye-tracking technology, as part of a course on business models taught by Jeff Funk.

1. MT4002
Business Model for Eye-Tracking
Technology from Eye-Com
Aakaash Singh
Chan Ying Tung
Muhammad Nur Hakim B Jufri
Tan Kai Qi
Wang Jue

2. Outline
• Introduction
– Eye-tracking
– Changes In Its Industry
– The EC7T™ System
• Customer Selection, Value Proposition And Value Capture
– Fatigue Detection
– Assistive Technology
– Medical and Research Tool
– Gaming Industry
• Recommendation
– Needs And Specification
– Value Capture
– Scope of Activities
– Strategic Control
– Value Network

3. Introduction
What is eye tracking?
Detects eye movement by identifying the pupil
region and tracking its motion to determine
precisely where the user is looking.

4. Changes in the Eye-tracking Industry
Increased Generated great
Initial experiments
sophistication and interests in the
with infrared sensor
accessibility of eye commercial sector;
to track eye
tracking technologies many applications
movement in 1999
in recent years are explored

5. Prominent Areas of Research
Advertising/ Packaging
Assistive Communication
Automotive Design

6. Eye-Com: The EC7T™ System
• Uses microcameras and eye tracking software to
monitor
– Eyelid and pupil activity
– Head movement
• Wearable and integrated frame

7. The EC7T™ System Applications
• Fatigue Detection
• Assistive Technology
• Gaming Industry
• Medical and Research Tool
• Many more…

8. Fatigue Detection

9. Driver Fatigue
• Two out of every five drivers self-reported falling asleep while
driving in the past 12 months. (NHTSA)
• Estimate that 56,000 sleep related road crashes annually in the
USA, resulting in 40,000 injuries and 1,550 fatalities
• 30% - 40% of heavy trucks accidents are caused by driver
sleepiness.
• In 2002 alone the Total Cost of Fatigue-Related Crashes
exceeded $2.3 billion

10. How does it work?
• Monitor driver’s pupil size and
blink patterns.
• As driver becomes sleepy, blink
patterns change
• Alarm is triggered
http://www.youtube.com/watch?
v=zovmcCR_fI8&feature=player_e
mbedded# (0:29 to 1:19)

11. Customer Selection
Car/truck
drivers
Individual
driver
Air traffic
controllers
Other shift
workers Emergency
medical
responders
Security
personnel

12. Value Proposition
• Prevent hazardous working conditions from :
– Sleep deprivation
– Long shift hours
• Ensure safety for:
– Companies and organizations whose business involve
long working hours
– Individual drivers who want a safe trip

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

14. Strategy Canvas
EC7T™ System
Lexus : Driver
Monitoring
System
Sensitivity and Modularity Level of comfort Price Mercedes-Benz :
Accuracy Attention Assist
System (AAS)

15. Value Capture
• Business-to-Business contract with related
companies for products and servicing
– Trucking companies
– Airports (Air-traffic control)
– Others
• Business-to-Customer

16. Assistive Technology

17. Introduction
• 1.9% of the U.S. population;5,596,000
people, reported some form of paralysis
• In many cases, the eyes remain unaffected
by paralysis. (WAIMR).

18. Customer Selection
• Those who suffer from paralysis have difficulties:
– Controlling the computer
– Speaking
• They must also have the wants to overcome
communication challenges.

19. Value Proposition
Enables the physically challenged to:
• Use computer with greater sensitivity & accuracy
• Overcome communication challenge
• Improve their quality of life

20. Strategy Canvas
• Computer control – hands-free
• Competitors: Accupoint and Eye-Max
VS VS
Accupoint Eye-Com Eye-Max

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

22. Strategy Canvas
Eye Com Dynavox (Eye Max) Accupoint
Brand New company 20 years 15 years
Sensitivity Eye movement Eye movement Head movement
Close proximity of Must position < 43cm Unit is attached to
Accuracy device and pupil away the forehead
Unit attach to the
Level of comfort Wearable glasses No unit attached
forehead

23. Strategy Canvas

24. Value Capture
Eye-Com’s revenue :
Hospitals and Medical Rehabilitation
clinics equipment institutions for
retailers the disabled

25. Medical And Research Tools

26. How does it work?
1. Changes In Pupil Position
2. Pupil Diameter
3. Eyelid Closure
Synchronizing with other devices can provide more
comprehensive research data
1. EEG – brain waves
Biometric 2. ECG – electrical activity of the heart
devices 3. Pulse Oximeter – oxygen saturation
in blood

27. How does it work?
ECG EEG

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

29. Innovative Gaming

30. How does it work?
Consoles and controllers
Eye-Com
More interactive
Computer and devices

31. How does it work?

32. Customer Selection
First
Unarticulated Casual
time
Gamers
Gamers
Customer
Needs
Hardcore Women
Articulated
Gamers Gamers
Served Unserved
Customer Types

33. Recommendations

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

35. Our Recommendations
Focus on Fatigue Detection
Less competitive First mover
market advantage
Introduce Assistive Technology
After accumulating sufficient capitals and
personnel for sales, marketing and servicing

36. Customer Needs and Relative Importance
Importance
S.No Needs
(1-5)
1 The system has to be accurate and reliable 5
2 The system should be light-weight 5
3 The system should be easy to use 5
4 The system should be sensitive to movement 5
5 The system should look fashionable 3
6 The system should be sturdy 4
7 The system should be reasonably comfortable 5
8 The system should be easily cleanable 3
9 The system should be able to connect to a PC easily 5
10 The system should be versatile and compatible with other head 4
mounted devices
11 The system should be safe and non-hazardous to the eye 5

37. Metrics and Needs
S.no Needs Metric Unit
1 2,7,5 Weight grams
2 1,4 Micro-camera Resolution frames/second
3 1,6 Mean time before failure days
4 1,3,7,11 Viewing Angle degrees
5 2,6 Bending Strength KPa
6 5 Visually Appeal subj
7 10 Connectivity subj
8 11 Light Intensity candela

38. Value Capture
$$
•EC7T™ System Sales
•Service, Maintenance
&Training

39. Scope of Activities
Software
(Software
codes,
Disintegration
algorithms Manufacturing of
Integration
development) Components
Vertical
Vertical
(Micro-cameras,
LEDs, sensors )
Sales and
Marketing
Assembly of
Components

40. Strategic Control
Control Key Complimentary
Patents Customers
Resources Assets

41. Strategic Control
Patents
• Hardware
• Software
─ Shield their source code from competitors
• Integrated technology

42. Strategic Control
Control Key Resource
• Focus on research
• Making key materials needed for the production
scarce
– Negotiate with suppliers to be the exclusive users of the
materials

43. Strategic Control
Complementary Assets
• Sales and Servicing
– Assistive technology
• Highly trained sales force
• Speak to doctors to become Eye-Com’s opinion
leaders
– Fatigue detection
• Training sessions for trucking companies
• Software upgrade

44. Strategic Control
Customer Feedback Loop
• Collect and analyse user data to better meet
customer needs through system improvement
– Aesthetic appeal of the eye frame
– Preference for user interface (assistive technology)
• Customer satisfaction will retain customers and
build up bigger customer base

45. Value Network
Research Fatigue
Tools Detection
Eye-Com
Gaming Assistive Technology

46. Suggestions for the Future
Lie Military Operation Many
detectors Usage of mobile more…..
phones

47. THANK YOU
Q&A