Embed Size (px)
DESCRIPTION
These slides use concepts from my (Jeff Funk) course entitled Biz Models for Hi-Tech Products to analyze the business model for Google’s Smart Lens. Its smart lens monitors a diabetic’s sugar levels with a contact lens that measures the glucose in tears. This provides users with faster feedback on their glucose levels than with other meters and thus can help diabetics better manage their life styles. The smart lens contains circuitry that is fabricated on a polymer substrate. We recommend that Google market its lens through a medical equipment supplier such as Medtronic and focus on the collection and sale of the user data to health care companies.
Citation preview
Business Model for
Google Smart LensArun Balu A0110204J
Ka Mung Chee A0098573MHanisah Hannifah Gupta A0098462U
Ler Ming Lim A0098570U
1MOT5016 Business Models for Hi-Tech Products
Agenda
Introduction
Value Proposition
Industry & Market Analysis
Technology Comparison
Scope of Activities
Value Capture
Strategic Control
2
Diabetes• Diabetes is a metabolic disease in which the person
has high blood glucose (blood sugar).
• 2 major types of Diabetes:
Type 1 Diabetes (Insulin-dependent)
o Your body makes too little or no insulin.
o Occurs commonly in patients
under 20 years of age.
Type 2 Diabetes (Non-insulin dependent)
o Your body can not use the insulin it makes
o 90% of diabetic patients are affected
with type 2 Diabetes.
3
No cure exists today, can only be managed
through lifestyle changes and drugs (insulin).
Glucose Meter Evolution
41950 1960 1970 1980 1990 2000 2010
Urine Analysis
Visual
Digital Readout
Blood Glucose Self Monitoring (BCSM) Continuous Glucose Monitoring (CGM)
Blood Analysis
Glucose Meter Evolution
5
Problem Statement• The traditional method of using a lancing (pricking)
device is disruptive and painful and needs to be
done repeatedly throughout the day.
• Many diabetic patients check their blood glucose
less often than they should leading to poor diabetes
management.
6
finger tip calluses
7
Google smart lens demo
What does Google Lens Do?• Monitor glucose levels from tears by using sensor
• Transmit data via antenna to the users mobile device
• Provides a trend -continuous glucose level reading
per 1 second
• LED lights to warn users when their glucose levels
dangerously exceed too high or fall too low.
8
Value Proposition
9
Value PropositionA continuous and painless method to monitor
glucose levels for better diabetes management.
• Continuous glucose monitoring- Eliminates the need for
users to actively perform blood testing
• Mobility to users- Wearable system can be integrated
with lifestyle
• Accurate readings ensures efficiency and safe use
• Coupled with healthcare informatics for insulin dosage
and remote monitoring
• Reusable allows a cost effective solution (estimated USD
100/month).
10
Industry & Market Analysis
11
Global Diabetes Market• Diabetes Device Industry-
> US$12.2 billion (2012)
• Exponential increase in
Diabetic patients
• Trend of patients getting
younger (lifestyle, dietary,
less physical activities
reasons)
12IDF Diabetes Atlas 6th edition. 2013. International Diabetes Federation
Target Customers• Young diabetic professionals (20-45 years)
• More active and mobile lifestyle
• More technology savvy
• Early users- Athletes, current contact lens users
13IDF Diabetes Atlas 6th edition. 2013. International Diabetes Federation
Technology Comparison
14
Competitors
15
FDA Approved
Sept 2013
Competitors’ Analysis
16Accuracy
Comfort (Non
Invasive) Convenience ReusableCost
effectivenessMobility
for patientsContinuous
Reading16
High
Low
Glucose Meter‘Gold Std’
Continuous Glucose Monitor
Glucose Meter Watch
Google Smart Lens
Scope of ActivitiesBringing it to the market…
17
Bringing it to the Market
• Challenges for manufacturing
• In/Open innovation ?
• Alliance?
18
Key technology involved• MEMS
• Antenna
• Lens (polymer)
• RFo Power
o Date transfer
• Manufacturability
• Healthcare informatics
19
Manufacturability• New ways of manufacturing to
embed MEMS into a polymer.o Polymer and MEMS manufacturing
technique is not compatible
o Materials used in MEMS needs to be
biocompatible
o MEMS needs to be manufactured
separately and connected on the polymer
using
20Source: http://spectrum.ieee.org/biomedical/bionics/augmented-reality-in-a-contact-lens/0
Putting it all together…• Parts were fabricated on
wafers
• Each part has metal
interconnectso Each is etched with a unique shape
• A substrate that is
lithographed with defined
shape is prepared to hold
parts together
• Micro-scale soldering of joints
21
Source: http://spectrum.ieee.org/biomedical/bionics/augmented-reality-in-a-contact-lens/0
Healthcare InformaticsNew services can be derived with the use of this lens
which opens up new opportunities
• Remote monitoring of glucose level
• Possibility of Insurance compliance?
• Valuable data collection
• Real time Insulin dosage adjustment
22
In house Out Source
Lens ✓
Microcontroller ✓
Sensor ✓
RF ✓
Manufacturability ✓
Healthcare
informatics✓
23
Keeping it in or Open Innovation?
Value Capture
24
Value Capture
25
PatientPhysician/
Hospital
MedtechIndustry
(Medtronic)
App-lens Developer
Value Map
26
Which Company to Partner?Medtronic
o World leader in medical device
technology and therapies
o MiniMed Insulin pumps for continuous monitoring and
insulin pump therapy
o Technology Licensed from NASA
o Connected Care
o Have own solution for non-
invasive
glucose monitoring (Enlite)
27Source: http://www.diabetando.net/sites/default/files/1_medtronic-minimed.jpg
Strategic Control
28
Emerging Wearable Computing Industry
29
• New growth industry
• $12 billion industry by 2018
Strategic Control
30
R&D
-Wearable medical technology
- Strategic Partnership
Healthcare Informatics
-Insurance compliance
-Remote monitoring
Standards
-compatibility
-Regulatory compliance
Strategy
-Acquisition of start-ups
-Vertical integration
Success &
Sustainability
Conclusion• New Technology
o Continuous Monitoring
o Non invasive
o Unprecedented Mobility for Patients
• Emerging Market o Healthcare informatics – Google’s core competencies!
• New value propositiono Insurance Compliance
31
Thank YouQuestions?
32
Back up slides
33
Competitors’ Analysis
34
Feature Google Smart lens Glucose meters (“Golden Standard”)
Continuous Glucose Monitoring
Medtronic MiniMed
GlucoWatch
Mode of measurement
Contact lens worn to measure glucose level in tears
Finger pricking to measure glucose level in blood
Tiny sensor inserted under the skin to check glucose levels in tissue fluid
Sensor at the back of watch measures the glucose in the fluid under the skin
Accuracy Highly sensitive sensor Golden standard Measures interstitial fluid glucose
Reference method
Reusable Yearly Strip- 1x use Up to 6 days Skin pad Every 12 hours
Convenience Lens is easy to put on Frequent test Change every 3-6 days
Change every 12 hours, 2 hours warm up
Comfort Non-intrusive Frequent finger prick Insertion under skin non-intrusive with small electric current
Non-invasive Lens worn on the eye Finger prick Sensor is worn at the abdomen
Watch worn on the wrist
Mobility Wearable technology Testing strips/kits to be brought alongside,Frequent testings
Replacement of sensor required
Wearable technology,Replacement of sensor pads required
Continuous readings
Yes, up to 1 s intervals No 5-minute or 1-minute intervals
every 10 mins
Cost Comparison
35
Contact
Lens
GlucoWatch Glucose
meter
Continuous
Glucose
Monitoring –
Medtronic
Enlite
Smart lens
Sensor pad
$240 (monthly,
$4 per pc)
Test strips
$85 Monthly
(4x/ day
testing, 75
cents per test strip.
Transmitter
unit $375
Sensor
$473 Monthly
(5 pcs)$100
Monthly
(1 pair with
1 sensor)
Watch
$140Reader
$20-$70$40
(Monthly disposables)
![Uploading assignments on Google Drive/Classroom [MS Office ... pdf… · on Google Drive/Classroom [MS Office Lens] Last reviewed: 4 April 2020 ... Google Classroom Step 5: ... Step](https://img.dokumen.tips/doc/110x75/5f301b59a8b3da720f471776/uploading-assignments-on-google-driveclassroom-ms-office-pdf-on-google-driveclassroom.jpg)
