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
Value Proposition Customer
Selection
Value
Next generation gesture control with no Capture
Scope of
boundaries Activities
– Camera-free Strategic
Control
– High connectivity and countless industries
– Fast and accurate response
– Anywhere at any time
 Value
Proposition
Camera-free Customer
Selection
Value
MYO measures gestures with sensors Capture
Scope of
– No cameras, no wires, no buttons Activities
Strategic
– Range of movement like never before Control
– From subtle everyday gestures to
application specific actions
Current competition
– LEAP, Kinect
– Touchscreen
– Mechanical input (mouse, keyboard)
 Value
Proposition
Fast and Accurate Response Customer
Selection
Value
Gestures recognized before movement Capture
Scope of
– Muscle activity Activities
Strategic
– 9-axis inertial measurement unit (MEMS) Control
 Value
Proposition
High connectivity Customer
Selection
Value
Bluetooth 4.0 Low Energy Capture
Scope of
– Growing standard that can be utilized by Activities
many common devices in many industries
Strategic
• Smartphones, Computers, Smart clocks and Control
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
Strategy Canvas Customer
Selection
Value
High
Capture
Scope of
Activities
Strategic
Offerings

Control

MYO

Camera based motion

control (LEAP)
Low
Touchscreen

Mechanical Input
(keyboard, mouse…)
Customer Selection
 Value
Proposition
Segments Customer
Selection
Value
Capture
1. End Users 2. App Developers
The ones that use MYO Provide the apps for MYO Scope of
Activities
Strategic
Control

Military

Consumer
MYO
electronics
Profession
Tools
 Value
Proposition
Needs of the Segments Customer
Selection
Value
Capture
End Users App Developers
Scope of
1 Mobility 1 Easy-to-use SDK Activities
2 Connectivity 2 Unique platform Strategic
3 Applications 3 Users Control

Value for the Segments

End Users App Developers
1 No wires or external 1 Easy-to-use SDK
sensors (they have one)
2 Bluetooth 4.0 2 No similar alternative
3 App library 3 User base
(under development) (under development)
 Value
Proposition
Soldiers
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

Spy Planes Tanks

 Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

Hardcore Gamers Casual Gamers

 Value
Proposition
Home Customer
Selection
Entertainment Value
Capture
Users Scope of
Activities
Strategic
Control
 Value
Joggers Skiers Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

Snowboarders Cyclers
 Value
Proposition
Customer
Designers Selection
Value
Capture
Scope of
Activities
Strategic
Control
 Value
Proposition
Customer
Presenters Selection
Value
Capture
Scope of
Activities
Strategic
Control
 Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Fast to Learn
 Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Value Capture
 Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities

Currently, Strategic
Control
Pre-order Sales
 Value
Proposition
Customer
Selection
Value
Capture
Scope of
Main Source of Revenue: Activities
Strategic
Control

App Store
MYO
 Value
Proposition
Customer
End Feedback App Selection
Users Developers Value
Capture
Scope of
Activities
$$
Strategic
MYO Control
SDK
Armband

% of app revenue
$$
$$ Apps

Apps
Scope of Activities
 Value
Proposition
Adoption Lifecycle Customer
Selection
Value
Capture
Scope of
CHASM Activities
Strategic
Control

Source: Couragent web page

 Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

How to Cross
the Chasm?
 Value

Target Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
 Value
Proposition
The Competitive-Positioning Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
 Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Sales & Marketing
 Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Customer Support
 Value
Proposition
Other Important Activities Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Quality Assurance

Distribution Channel
Ramp Up
 Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Strategic Control
 Value
Proposition
Strategic Control Customer
Selection
Value
IP protection Capture
Scope of
– It has patents (e.g., muscle activity sensor) Activities
and trademarks Strategic
Control
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
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