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These slides use ideas from my (Jeff Funk) class to develop a business model for MYO’s new form of computer interface. This wrist band-based device uses EMG signals from a person’s forearm to control mobile phones, MP3 players, and other electronic devices. This enables users to interact with electronic devices in ways that can’t be done with existing gesture (e.g., Kinect, LEAP)-based devices or touch screens. Snow boarders can control their MP3 players on the slopes while gamers can do new tricks.
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MT4002 – Technology Management Strategy
Final Presentation 5.11.2013
Aleksi Tiira
Jari Kumpulainen
Petri Salama
Riku Lindholm
Tommi Tuulenmäki
MYO: A New Form of Computer Interface that uses EMG signals from the forearm
Agenda
1. Value Proposition
2. Customer Selection
3. Value Capture
4. Scope of Activities
5. Strategic Control
Value Proposition
Value Proposition
Next generation gesture control with no
boundaries
– Camera-free
– High connectivity and countless industries
– Fast and accurate response
– Anywhere at any time
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Camera-free
MYO measures gestures with sensors
– No cameras, no wires, no buttons
– Range of movement like never before
– From subtle everyday gestures to
application specific actions
Current competition
– LEAP, Kinect
– Touchscreen
– Mechanical input (mouse, keyboard)
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Fast and Accurate Response
Gestures recognized before movement
– Muscle activity
– 9-axis inertial measurement unit (MEMS)
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
High connectivity
Bluetooth 4.0 Low Energy
– Growing standard that can be utilized by many common devices in many industries
• Smartphones, Computers, Smart clocks and glasses…
• Drone control (military)
• Healthcare
• Etc.
Versatile SDK allows developers to create MYO applications for any device which requires control and has Bluetooth
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Strategy Canvas
MYO
Camera based motion control (LEAP)
Touchscreen
Mechanical Input (keyboard, mouse…)
Offerings
High
Low
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Customer Selection
Segments
1. End Users The ones that use MYO
MYO
Military
Consumer
electronics
Profession
Tools
2. App Developers Provide the apps for MYO
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Needs of the Segments
End Users 1 Mobility
2 Connectivity
3 Applications
App Developers 1 Easy-to-use SDK
2 Unique platform
3 Users
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Value for the Segments
End Users 1 No wires or external
sensors
2 Bluetooth 4.0
3 App library
(under development)
App Developers 1 Easy-to-use SDK
(they have one)
2 No similar alternative
3 User base
(under development)
Soldiers
Spy Planes Tanks
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Hardcore Gamers Casual Gamers
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Home
Entertainment
Users
Value
Proposition
Value
Capture
Scope of
Activities
Strategic
Control
Customer
Selection
Snowboarders Cyclers
Skiers Joggers Value
Proposition
Value
Capture
Scope of
Activities
Strategic
Control
Customer
Selection
Designers
Value
Proposition
Value
Capture
Scope of
Activities
Strategic
Control
Customer
Selection
Presenters
Value
Proposition
Value
Capture
Scope of
Activities
Strategic
Control
Customer
Selection
Fast to Learn
Value
Proposition
Value
Capture
Scope of
Activities
Strategic
Control
Customer
Selection
Value
Proposition
Value
Capture
Scope of
Activities
Strategic
Control
Customer
Selection
Value Capture
Currently,
Pre-order Sales
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Main Source of Revenue:
MYO
App Store
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Feedback
Apps
$$
$$
MYO Armband
Apps
$$
%
of
app
rev
en
ue
SDK
End
Users
App
Developers
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Scope of Activities
Adoption Lifecycle
CHASM
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Source: Couragent web page
How to Cross the Chasm?
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Target Value
Proposition
Customer
Selection
Value
Capture
Strategic
Control
Scope of
Activities
The Competitive-Positioning Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Sales & Marketing
Value
Proposition
Customer
Selection
Value
Capture
Strategic
Control
Scope of
Activities
Value
Proposition
Customer
Selection
Value
Capture
Strategic
Control
Scope of
Activities
Customer Support
Other Important Activities
Quality Assurance
Distribution Channel
Ramp Up
Value
Proposition
Customer
Selection
Value
Capture
Strategic
Control
Scope of
Activities
Value
Proposition
Customer
Selection
Value
Capture
Strategic
Control
Scope of
Activities
Strategic Control
Strategic Control
IP protection
– It has patents (e.g., muscle activity sensor)
and trademarks
Create network effects
– The more applications the more users and
vice versa
Collaborate with other firms to become a
standard in the gesture recognition market
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Some Conclusions
Disruptive technology
Unique value proposition that reaches many end users
– Huge market potential
Major changes in the scopes of activities
App store – Network Effect
Pictures Einstein - http://t3.gstatic.com/images?q=tbn:ANd9GcTG59pdgv19QYRwQUWkDlefjNjmuZ10fMR80SwndHbwELZFKMD-8Q
MYO - http://media.idownloadblog.com/wp-content/uploads/2013/02/Thalmic-Labs-MYO-armband-technology-002.jpg
Military - http://www.hdwallpapersinn.com/wp-content/uploads/2012/09/military-force-images-steep_u-turn_1024x768.jpg
Google Glass - http://www.inflexwetrust.com/wp-content/uploads/2013/02/IFWT_Google-Glasses.png
Periscope - http://www.qrcodepress.com/wp-content/uploads/2012/07/QR-code-medical-industry.jpg
MYO - http://wpmedia.business.financialpost.com/2013/02/myo_black.png
Soldier - http://www.freakingnews.com/pictures/1000/Aiming-Soldier-1048.jpg
Spy Plane - http://thefutureofthings.com/upload/items_icons/Bat-Inspired-Spy-Plane_large.jpg
Tank - http://realhdwallpaper.com/wp-content/uploads/2013/05/Abrams-Tank-Wallpaper-HD-Free-Download.jpg
HC Gamer - http://www.mundogamerbrz.com.br/site/wp-content/uploads/2013/01/hardcore-gamer.jpg
Kids Playing - https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcQwUtEdfkBRi8GjKAKbyJwVLR6jt86KNT-iSz_vBh7ePJai8fcJ
Living Room - http://stuffkit.com/wp-content/uploads/2012/06/Living-Room-9.jpg
Female Jogger - http://www.wellandgoodnyc.com/wp-content/uploads/2012/09/woman-stretching-runner-female-asian-landscape-sunset-yellow.jpg
Skier - http://goskialberta.com/09/images/file/freeride.jpg
Snowboarder - https://www.sport2000rent.com/uploads/tx_templavoila/Langlauf_gespiegelt_03.jpg
Cyclist - http://www.muscleelements.ca/wp-content/uploads/2012/06/cyclist.jpg
Designer - http://blogs.globeuniversity.edu/wp-content/uploads/2012/08/Graphic-Designer1.jpg
Presenter - http://www.keynoteconferences.co.uk/commonFiles/pics/Lecturer%20Stock_000005299702Medium.jpg
Developers Wallpaper - http://i.imgur.com/0qRBhoM.jpg
Adaptation life cycle - http://www.courinvestor.net/images/Adoption-cycle-with-Chasm.png
Crossing the chasm - http://timster-howdarei.blogspot.sg/2011/07/chasm.html
Target customer- http://www.flickr.com/photos/cristiano_betta/2909483129/
Salesperson - http://aphelp.ap.org/
Apps - http://cloudcomputing.sys-con.com/node/2570177
