Biz Model for AtracTable
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The document discusses Sony's AtracTable technology and its potential applications. It describes AtracTable as a smart augmented reality tabletop device that can recognize users and operate without physical barcodes. Three potential applications are analyzed: advertising, retail shops using AtracTable instead of retail staff, and self-checkout systems. AtracTable is compared to competitors like Samsung SUR 40. The document also outlines Sony's strategy to protect its technology through patents and explores possibilities like expanding into consumer markets.
Biz Model for AtracTable
- 1. SONY AtracTable MT4002: Technology Management Strategy Group members: Cheng Jee Fong, Maple Hon Singya (Han Xinya) Khairul Azhar Bin Rosawi Tan Shi Yang, Gerald Tan Yong Guan
- 2. TAB ONE TAB TWO TAB THREE TAB FOUR • ApplicationActivities Scope of 1 – Advertising SWOT Analysis • ApplicationAtracTable Introduction2 –AtracTable BusinessDisintegration Future VerticalofNetwork Model to Retail • ApplicationControl Check Out Competitor 3 – Self Strategic Overview
- 4. Key Features of Technology • Smart AR – Ability to operate without physical barcode • Camera – 3D Capabilities – Able to recognize users’ physical attributes
- 6. Old Technology – Bus Stop Advertisement New Technology – AtracTable
- 8. Technology Comparison Conventional Methods AtracTable
- 10. Wants • Unique and effective advertising medium Value Proposition • Build Strong Brand Identity • Interactive Display • Social Media
- 12. Old Technology – Retail Staff New Technology – AtracTable
- 13. Technology Comparison Conventional Methods AtracTable
- 15. Wants • Be able to engage and manage crowds efficiently Value Proposition • Improved customers’ experiences • Potential links with a company’s and customers’ social media
- 17. Old Technology – Self Checkout Machines New Technology – AtracTable
- 18. Technology Comparison Conventional Methods AtracTable
- 20. Wants • Shorter queue times Value Proposition • Efficient Checkout System
- 21. Other Applications • Information Boards at Mall, Transportation • Products Showcase at Trade Fairs • Borrowing Books at Library
- 22. Method of Value Capture Suppliers Programmers + data exposure money money Software service product Marketing Retail Sony Agencies + + reputatio Pay/sa reputation Less Money / Contract n le Basis experience money experience money Consumers or product service Customers of Retail
- 23. Competitor Overview Samsung SUR 40 • Technology bought from Microsoft • PixelSense Technology • 50-points of simultaneous interaction • Operates on Bing
- 24. Competitor Overview Dimension of SONY AtracTable Samsung SUR 40 Performance
- 25. Strategy Canvas ~ AtracTable High AtracTable SUR 40 Low Price Object Image User Customizability recognition Quality Experience
- 26. Scope of Activities In House Outsource
- 27. POSITIVE NEGATIVE INTERNAL FACTORS STRENGTHS WEAKNESSES •High overhead cost • Economy of scale in R&D •Niche market – only targeting • High barrier to entry – patent business our own unique technology SWOT Analysis EXTERNAL FACTORS •Changing consumer purchasing behavior •Emergence/Evolution of touch •Technological advancement screen user interfaces in everyday life OPPORTUNITIES THREATS
- 28. Strategic Control Protection of Patent (In-House Technology) • Hardware – SONY ISSXCD-V60 Lenses Increase • Software barrier of entry – Smart AR Technology – 3D Technology – Software Recognition
- 29. Entering the consumer electronic market GOING FURTHER
- 30. Possible Future Effects • Diffuse into the consumer market • Large majority of market • No longer rely on production • More range of products available
- 31. Imagine … AtracTable in our daily lives …
- 32. Value Proposition 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.
- 33. Business Network Model Less money Money Software Companies Sony E-Store SDK Maintenance Treatment Contract less money Patients Healthcare Sony Consumers Money Money Product Product Less money Money Money Property Apps Developers House Money Home Owners Maintenance
- 34. Thank You!