Addestino orw - v1
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The document outlines a four-step methodology for developing and commercializing new technology. It provides an example case study of developing wearable/textile antennas. The key advantages of these antennas are they provide a larger surface area than traditional antennas, are flexible and can be bent, and can be embedded in fabrics. Potential commercialization ideas are identified, such as using the antennas in wearable game controllers, radio communication boosters for emergency workers, and localization systems for safety gear. The methodology encourages defining the technology, its advantages, potential customers and their needs, and most promising commercialization ideas.
Addestino orw - v1
- 1. 27/02/2007 Addestino IM Corporate Presentation 1 start
- 2. 2 Context & objectives of this methodoloy I know someone who can use this and wants to pay for it A “smart” technology push I have a cool new piece of technology & innovation
- 3. 3 Four simple steps What is your technology ? What are the advantages ? Who cares, what do you solve ? What are most promising ideas ? Research Canvas Advantage statements (versus alternatives) Opportunity map (w.r.t. advantages) Product vision board
- 5. 5 What is the technology: tips & tricks Is it a piece of SW ? HW ? Is it an algorithm ? Is it a molecule ? Is it a prototype ? Is it a methodology ? Is it a patent ? Is it a dream ? .... If you can’t express it in “kilos”, I can’t sell it ... What ?
- 6. “Wearable/Textile” antennas offer 3 main advantages Traditional antennas Main Advantages “Wearable/textile” antennas Advantage 1: Larger antenna surface available • Supports longer wavelengths • Requires less power • Gives more autonomy • Offers better sensitivity Advantage 2: No hard surface, stubs needed • Is flexible (but not drapable) • Can be bended • Doesn’t hurt • Doesn’t obstruct movements Advantage 3: Embedded in/at surface • Is hidden, not visible • Allows for nice look & feel • Can not be detached • Offers lightweight solution Advantages ?
- 7. 7 Making “good advantages”: tips & tricks HOW, what is the root cause linked to your technology ? BEWARE of ponies: • Flexiblies • Reliablies • Cheaplies • ... SO WHAT, what is it good for, who cares ? Advantages ? New Good
- 8. Advantage 2: No hard surface, stubs needed • Is flexible • Can be bended • Doesn’t hurt, obstruct 8 Advantage 1: Larger antenna surface available • Longer wavelengths • Less power • Better sensitivity Advantage 3: Embedded in/at surface • Hidden, look & feel • Cannot be detached • Lightweight Identified ideas show a strong differentiation potential Radio Communication Booster Body area network Tire monitor Animal/child tracking device Emergency System for jackets Localization system for safety raft Wearable TV Satellite telephone antenna Clothing with localization Dashboard-mounted antenna Sensitive carpets Wearable game controllers Who cares ?
- 9. 9 Long-list of potential valorization ideas Valorization idea Proposition Our differentiation Wearable game controllers Enabling a wireless connection between the next generation of wearable game controllers (e.g. gloves, cfr WII) towards game station or PC • Antenna is fully flexible such that it doesn’t obstruct player’s movements • Antenna is integrated in glove, allowing for an esthetical design Extending range and sensitivity of existing built-in antennas in rural/remote areas or covert areas (e.g. cellar) for Tetra, GSM, DECT, Walki-Talki, .... by being integrated in jacket of policemen, firefighters, security agents, .... • Antenna can be extended over several cm² in function of required radio frequency • Antenna is fully flexible such that it doesn’t obstruct officer’s movements Radio Communication Booster Embedding GPS localization and transmission in a jacket (e.g. live jacket at sea, ski, ) to allow for faster localization and rescue • Antenna enables localization over larger areas, longer autonomy • Antenna can be easily folded and stored, no hard parts • Antenna is flexible, doesn’t obstruct movements • Antenna is attached to jacket, doesn’t disconnect during events Emergency System for jackets Who cares ?
- 10. 10 Who cares ? Who cares ?: tips & tricks Explore per “advantage” Fill the blanks (*) depends on your preferred group style... Go big, bigger, biggest Go wild
- 11. 11 To whom ? What ? Solving ? Uniqueness ? Achievable ? How much ? Sell to traditional TETRA-like telecom integrators of firefighters, policemen, ... like Zenitel A complete “radio communication booster” set comprising of antenna, amplifiers & connectors where the antenna is pre-sewed on a piece of textile which can be sewed/velcro-ed to clothing Offering a high-gain solution thanks to the large surface for in-door coverage, which won’t hinder the user at all thanks to its flexible attachment to clothing Proven textile antennae, with larger surface and being flexible vs existing antennae Leveraging our unique know-how in flexible antenna design (materials, design practices) complemented by own-designed matching electronics Can be sold in relatively large quantities at high price point (100s of euros) given price point of TETRA terminals and size of TETRA market. Could become several 10M€s business Description “Radio Communication Booster” Textile & Tissue Manufacturers (Low Cost) Manufacturers Designers & customizers Local Distributors Governamental organizations • Nomex (Dupont) • Kermel , Secufabs • U.Protec • YuanFeng Textile • Arthurs.eu • Huricane.org • Welotex • Lexow, Geartexx • Police • Fire Department Standardization Component supplier Telecom Manufacturers Telecom/Tetra Integrators Governamental organizations • Tetra, ETSI, ... • Texas Instruments • Motorola • Fire Department Telecom Value Chain “Industrial clothing” Value Chain • Zenitel Promising idea?
- 12. 12 “Radio Communication Booster” Case study: www.pharad.com Promising idea?
- 13. 13 The challenge: find right level of detail “The Nerd” My plan is to exploit a novel exhaust purification method with the following functions: •estimating an accumulated level of particulate matter in a particulate filter; •raising temperature of the particulate filter to regenerate particulate that has accumulated, when the accumulated level of the particulate matter has reached the prescribed level; •determining if an engine is operating for a first time following replacement of an engine controller; and •regenerating a particulate filter even if the accumulated level of particulate matter is below the prescribed level, upon determining that the engine is being operated for the first time following replacement of the engine controller. ... “The Visionair” “I want to create a world where everyone has an electrical car” “The Action Man” “First I’m going hire two guys, then I’m going to train them about my new production method and then ...” Promising idea?
- 14. 14 Four simple steps, costing sweat & blood to get it right... What is your technology ? What makes it “new & good”? What could you solve for whom ? What are most promising ideas ? Research Canvas Advantage statements (versus alternatives) Opportunity map (w.r.t. advantages) Product vision board Iterate