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

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

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.

Changes in the Eye-tracking Industry

Initial experiments with infrared sensor

to track eye movement in 1999

Increased sophistication and accessibility of eye

tracking technologies in recent years

Generated great interests in the

commercial sector; many applications

are explored

Prominent Areas of Research

Automotive Design

Assistive Communication

Advertising/ Packaging

Eye-Com: The EC7T™ System

• Uses microcameras and eye tracking software to monitor

– Eyelid and pupil activity

– Head movement

• Wearable and integrated frame

The EC7T™ System Applications

• Fatigue Detection

• Assistive Technology

• Gaming Industry

• Medical and Research Tool

• Many more…

Fatigue Detection

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

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_embedded# (0:29 to 1:19)

Customer Selection

Car/truck drivers

Individual driver

Other shift workers

Air traffic controllers

Emergency medical

responders

Security personnel

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

Strategy Canvas

EC7T™ System

• Wearable eye frame

• Highly accurate

• Modular

Lexus LS-series: Driver Monitoring

System

• Accuracy is affected by different head position

• Integrated & built-in system

Mercedes-Benz : Attention Assist

System (AAS)

• Monitor drivers’ steering behavior

• Integrated & built-in system

Competitors Eye-Com

Strategy Canvas

Sensitivity and Accuracy

Modularity Level of comfort Price

EC7T™ System

Lexus : Driver Monitoring System

Mercedes-Benz : Attention Assist System (AAS)

Value Capture

• Business-to-Business contract with related companies for products and servicing – Trucking companies

– Airports (Air-traffic control)

– Others

• Business-to-Customer

Assistive Technology

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).

Customer Selection

• Those who suffer from paralysis have difficulties:

– Controlling the computer

– Speaking

• They must also have the wants to overcome communication challenges.

Value Proposition

Enables the physically challenged to:

• Use computer with greater sensitivity & accuracy

• Overcome communication challenge

• Improve their quality of life

Strategy Canvas

• Computer control – hands-free

• Competitors: Accupoint and Eye-Max

VS VS

Accupoint Eye-Com Eye-Max

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)

Strategy Canvas

Eye Com Dynavox (Eye Max) Accupoint

Brand New company 20 years 15 years

Sensitivity Eye movement Eye movement Head movement

Accuracy Close proximity of

device and pupil Must position < 43cm

away Unit is attached to

the forehead

Level of comfort Wearable glasses No unit attached Unit attach to the

forehead

Strategy Canvas

Value Capture

Eye-Com’s revenue :

Hospitals and clinics

Medical equipment

retailers

Rehabilitation institutions for

the disabled

Medical And Research Tools

How does it work?

Biometric devices

1. EEG – brain waves 2. ECG – electrical activity of the heart 3. Pulse Oximeter – oxygen saturation

in blood

1. Changes In Pupil Position 2. Pupil Diameter 3. Eyelid Closure

Synchronizing with other devices can provide more comprehensive research data

How does it work?

ECG EEG

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

Innovative Gaming

How does it work?

Eye-Com

Consoles and controllers

Computer and devices

More interactive

How does it work?

Casual Gamers

First time

Gamers

Hardcore Gamers

Women

Gamers

Customer Selection

Unarticulated

Articulated

Customer Needs

Served Unserved Customer Types

Recommendations

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

Our Recommendations

Introduce Assistive Technology

After accumulating sufficient capitals and personnel for sales, marketing and servicing

Focus on Fatigue Detection

Less competitive market

First mover advantage

Customer Needs and Relative Importance

S.No Needs Importance

(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 mounted devices

4

11 The system should be safe and non-hazardous to the eye 5

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

Value Capture

•EC7T™ System Sales

•Service, Maintenance &Training

$$

Scope of Activities

Software (Software codes, algorithms development)

Sales and Marketing

Assembly of Components

Ver

tica

l In

tegr

atio

n Manufacturing of

Components (Micro-cameras, LEDs, sensors )

Vertical

Disin

tegration

Strategic Control

Patents Control Key Resources

Complimentary Assets

Customers

Strategic Control

Patents

• Hardware

• Software

─ Shield their source code from competitors

• Integrated technology

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

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

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

Value Network

Eye-Com

Gaming

Research Tools

Fatigue Detection

Assistive Technology

Suggestions for the Future

Lie detectors

Military Usage

Operation of mobile

phones

Many more…..

THANK YOU

Q&A