Medical device-innovation-convergence
- 1. Managing the Electronic Medical Device Lifecycle from Standalone Innovation to Converged Capability Jeff Brown Vice President, Business Intelligence UBM TechInsights
- 2. United Business Media (UBM) Asia
- 3. UBM TechInsights A flexible value delivery system Largest technical and IP body The most comprehensive of knowledge in the industry offering of any service‐provider
- 4. Technology Lifecycle (Without Convergence) Launch Critical Price Competitors Price Volume Size Critical Mass Displace Another Technology Commoditized (Free)
- 5. Example – Integrated 37” LCD HDTVs (Without Convergence) US Shipments 2003 $2,750 Launch 2006 $999 Critical Price 10Mu 2007 30% $549 Critical Mass 17Mu 2008 Displace Another Technology 24Mu 2014-2015 $100 Commoditized (Free) 40Mu
- 6. Technology Lifecycle (With Convergence) Technology B Technology A Launch Launch IP Critical Price Core Technology Price Size Software Critical Price Critical Mass Convergence Competitors Volume Displace Another Technology Critical Mass Commoditized (Free) Displace Another Technology Commoditized (Free)
- 7. Example – 1.3-3.2MP Digital Still Camera (With Convergence) Smartphone Digital Still Camera 1991 1996 $13K Launch Launch $2K 2005 $150 Critical Price IP Core Technology 2003 Software Critical Price $500 2009 Critical Mass Convergence 2007 Displace Another Technology Critical Mass $20 Commoditized (Free) Displace Another Technology Commoditized (Free)
- 8. Sony has managed the lifecycle
- 9. The 3 Stages of Convergence 1. Wired or Wireless Connection 2. Physically Joined Together 3. Integrated
- 10. The 3 Stages of Convergence CoPilot GPS for Laptop Navman GPS Sleeve iPhone with GPS Withings Blood AliveCor EKG Sleeve iStethoscope Pressure Monitor Expert
- 12. Smartphone Stethoscope Substitute iStethoscope Expert Free
- 13. Medical Electronics Volume Forecast (Mu) 2010 = 266Mu 2015 = 391Mu Source: Databeans 2010
- 14. 630Mu 275Mu 120Mu Source: UBM TechInsights, Gartner, IDC
- 15. Medical Electronics Revenue Forecast ($B) 2010 = $129B 2015 = $191B Source: Databeans 2010
- 16. Major Trend $150B/yr Market* *Philips
- 17. Home Health Care Driver • Improved Efficiency • Lower Cost • Improve Patient Results
- 18. Home Health Care Medical Equipment Requirements • Small • Portable • Easy to Use • Connected
- 19. Roadblocks to Improvements in Home Health Care Medical Equipment • Government Regulations and Requirements • Reimbursements
- 20. 10-13Mu/yr 500-800Ku/yr $2.0-$2.7B/yr $160-$260M/yr Price: $150-$3,000 Price: $300-$13,000 50-80Ku/yr 80-120Mu/yr $6.5-$8.7B/yr $600-$900M/yr Price: $10K-$300K Price: $2-$400 Source: Databeans 2010
- 21. Hearing Aid Block Diagram Source: Maxim Source: UBM TechInsights
- 22. Hearing Aid Past Current Future
- 23. Smarpthone Hearing Aid Substitutes SoundAMP R $4.99 Dragon Dictation Free
- 24. ECG Block Diagram Source: Maxim
- 25. ECG AliveCor Past Current Future
- 26. Ultrasound Block Diagram Source: Maxim
- 27. Ultrasound Mobisante Past Current Future
- 28. Digital Thermometer Block Diagram Source: Maxim
- 29. Digital Thermometer ? iGrill Past Present Future
- 30. Other Examples of Medical Device Smartphone Convergence Airstrip Patient Monitoring Withings Blood Pressure Monitor Sanofi Aventis iBGStar Blood Glucose Monitor Littman 3M Bluetooth Stethoscope Wavesense Agamatrix Blood Glucose Monitor
- 31. How do you manage the technology lifecycle?
- 32. UBM TechInsights IP Lifecycle
- 33. Digital Infrared Thermometer • Core Technology • Measuring temperature with infrared • Company • Exergen Corporation • “Changing the way the world takes temperature” • Recognized world leader in industrial and medical non- invasive temperature technology • Only manufacturer of retail medical thermometers in the US • 30% of hospitals and pediatricians use Exergen TemporalScanner • Over 1 million consumers use Exergen TemporalScanner
- 34. Technology and Market Assessment International Patent Classification A61B 05/001: Measuring Temperature Of Body Parts
- 35. Technology and Market Assessment
- 36. Formulate an IP Strategy Exergen Corp. Patent Landscape
- 37. Establish an IP Position
- 38. Leverage IP to Defend Business Plaintiffs Defendants Date Filed Cause Exergen Corporation Thermoscan Incorporated 7/2/1991 35:145 Patent Infringement Exergen Corporation IMED Corporation;Sharper Image Corporation 8/21/1991 28:1338 Patent Infringement Exergen Corporation Gentri Controls, Inc.;Raymond Paulk 5/15/1992 15:1121 Trademark Infringement Exergen Corporation Thermoscan, Inc. 4/6/1993 28:1338 Patent Infringement ELECTRO‐MECHANICAL SYSTEMS INTERNATIONAL EXERGEN CORPORATION LIMITED, INC. 1/11/1995 35:145 Patent Infringement Exergen Corporation Preferred Sales Agency Inc 2/8/1995 35:145 Patent Infringement Exergen Corporation Telcon Power Sales, Inc. 5/12/1995 28:1338 Patent Infringement Exergen Corporation, Safety 1st, Inc., 3/28/2001 28:1338 Patent Infringement Wal‐Mart Stores Inc.;S.A.A.T. Systems Application of Advanced Technology Ltd.;Daiwa Products, Exergen Corporation Inc.;Hana Microelectronics Co., Ltd. 7/27/2001 28:1338 Patent Infringement Exergen Corporation CVS Corporation 3/12/2002 28:1338 Patent Infringement Kidz‐Med, Inc.;American Scientific Resources, Exergen Corporation Inc.;Tecnimed S.R.L. 8/15/2008 15:1126 Patent Infringement
- 39. IP Monetization – Manage and Disposition Patents Publication Number Publication Country Publication Date Title EP0763349 EP 8/21/2002 Radiation detector for tymphanic temperature measurement EP0763349 EP 3/19/1997 Radiation detector for tymphanic temperature measurement EP0763349 EP 4/9/1997 US2004152991 US 8/5/2004 Temporal artery temperature detector EP1136801 EP 9/26/2001 Radiation detector for tympanic temperature measurement WO9006090 WO 6/14/1990 Radiation detector suitable for tympanic temperature measurement DE68929421 DE 9/26/2002 Strahlungsdetektor, geeignet für trommelfell‐temperaturmessung DE68928083 DE 1/2/1998 Strahlungsdetektor fÃœr trommelfell‐temperaturmessung DE68928083 DE 7/3/1997 Strahlungsdetektor fÃœr trommelfell‐temperaturmessung EP0447455 EP 5/28/1997 Radiation detector for tympanic temperature measurement US2001019574 US 9/6/2001 Axillary infrared thermometer and method of use US2002146055 US 10/10/2002 Radiation detector with passive air purge and reduced noise AT130087 AT 11/15/1995 Strahlungsdetektor mit entfertem temperaturreferenzort. US2002068876 US 6/6/2002 Temporal thermometer disposable cap EP0055773 EP 4/11/1985 Radiation heat loss detector. CA1222886 CA 6/16/1987 Scanning radiation detector CA1230497 CA 12/22/1987 Variable field of view heat scanner US2002114375 US 8/22/2002 Ambient and perfusion normalized temperature detector AU5821299 AU 4/3/2000 Temporal artery temperature detector AU1789901 AU 6/4/2001 Temporal thermometer disposable cap CA2004743 CA 6/6/1990 Radiation detector suitable for tympanic temperature measurement EP0934510 EP 8/11/1999 Axillary infrared thermometer and method of use EP0447455 EP 9/25/1991 Radiation detector suitable for tympanic temperature measurement. US6423970 US 7/23/2002 Radiation detector with remote temperature reference US2003001096 US 1/2/2003 Radiation detector with remote temperature reference WO8200351 WO 2/4/1982 Radiation heat loss detector EP0055773 EP 7/14/1982 Radiation heat loss detector. US2006222048 US 10/5/2006 Ambient and perfusion normalized temperature detector
- 40. • Technology Lifecycle • High End Innovation • Low End Commoditization or Convergence • Home Health Care Trend • Favors movement towards consumer electronics • Feature duplication will be eliminated • UBM TechInsights IP Lifecycle • Technology and Market Assessment • Formulate an IP Strategy • Establish an IP Position • Leverage IP to Defend Business • IP Monetization
- 41. Even a niche product isn’t safe! Celestron Sky Scout 2006 CES “Best of Innovations” $399 Star Walk $2.99