Embed Size (px)
DESCRIPTION
My students use ideas from my (Jeff Funk) class on business models to analyze the business model for Sony's AtracTable. This new type of display enables new forms of computer interaction in retail outlets such as self-checkout or information access, in malls such as information access, and in restaurants (games and information access). these slides analyze the customer selection, value proposition, value capture, and other aspects of a business model for Sony's AtracTable.
Citation preview
SONY AtracTable
Group members: Cheng Jee Fong, Maple
Hon Singya (Han Xinya)
Khairul Azhar Bin Rosawi
Tan Shi Yang, Gerald
Tan Yong Guan
MT4002: Technology Management Strategy
• SWOT Analysis
• Business Network Model
• Competitor Overview
• Application 1 – Advertising
• Application 2 – Retail
• Application 3 – Self Check Out
• Scope of Activities
• Vertical Disintegration
• Strategic Control
• Future of AtracTable • Introduction to AtracTable
TAB ONE TAB TWO TAB THREE TAB FOUR
• Smart AR
– Ability to operate without physical barcode
• Camera
– 3D Capabilities
– Able to recognize users’ physical attributes
Key Features of Technology
ADVERTISING
Application 1
Old Technology – Bus Stop Advertisement
New Technology – AtracTable
Technology Comparison
Conventional Methods AtracTable
Customer Selection
• Unique and effective advertising medium
• Build Strong Brand Identity
• Interactive Display
• Social Media
Wants
Value Proposition
RETAIL SHOPS
Application 2
Old Technology – Retail Staff
New Technology – AtracTable
Technology Comparison
Conventional Methods AtracTable
Customer Selection
• Be able to engage and manage crowds
efficiently
• Improved customers’ experiences
• Potential links with a company’s and
customers’ social media
Wants
Value Proposition
SELF CHECK-OUT
Application 3
Old Technology – Self Checkout Machines
New Technology – AtracTable
Technology Comparison
Conventional Methods AtracTable
Customer Selection
• Shorter queue times
• Efficient Checkout System
Wants
Value Proposition
• Information Boards at Mall, Transportation
• Products Showcase at Trade Fairs
• Borrowing Books at Library
Other Applications
Method of Value Capture
Sony Retail Marketing
Agencies
product service
Suppliers
money exposure data
+
Consumers
experience
money
product service
or Customers of
Retail
experience
money
reputation Less Money
/ Contract
Basis
+ reputatio
n Pay/sa
le
+
Programmers
money Software
Sony Marketing
Agencies
service
Suppliers
money exposure data
+
Consumers
experience
money
product service
or
reputation Less Money
/ Contract
Basis
+
Programmers
money Software
Sony Retail
product
Customers of
Retail
experience
money
reputatio
n Pay/sa
le
+
Programmers
money Software
Samsung SUR 40
• Technology bought from Microsoft
• PixelSense Technology
• 50-points of simultaneous interaction
• Operates on Bing
Competitor Overview
Competitor Overview
Dimension of
Performance SONY AtracTable Samsung SUR 40
AtracTable
SUR 40
Price Customizability Object
recognition
User
Experience
Image
Quality
Low
High
Strategy Canvas ~ AtracTable
Scope of Activities
In House Outsource
• Economy of scale in R&D
• High barrier to entry – patent
our own unique technology
•High overhead cost
•Niche market – only targeting
business
•Technological advancement
•Changing consumer
purchasing behavior
•Emergence/Evolution of touch
screen user interfaces in everyday
life
STRENGTHS WEAKNESSES
OPPORTUNITIES THREATS
SWOT
Analysis
NEGATIVE POSITIVE
INT
ER
NA
L
FA
CT
OR
S
EX
TE
RN
AL
FA
CT
OR
S
Protection of Patent (In-House Technology)
• Hardware
– SONY ISSXCD-V60 Lenses
• Software
– Smart AR Technology
– 3D Technology
– Software Recognition
Increase
barrier of
entry
Strategic Control
GOING FURTHER
Entering the consumer electronic market
• Diffuse into the consumer market
• Large majority of market
• No longer rely on production
• More range of products available
Possible Future Effects
AtracTable in our daily lives …
Imagine …
Strengthens the bond of a
family under the theme
“Sharing is Caring” .
Members can share
information, pictures,
videos and even
handwritten messages
to their love ones.
Value Proposition
Business Network Model
Sony E-Store
Less money
Treatment
House
Property
Developers
Patients
less money
Product
Home Owners
Product Less money
Maintenance
Contract
Money
Software
Companies
SDK Maintenance
Money
Apps
Money
Money
Money
Money
Healthcare
Consumers Sony
Thank You!
