Biz model for portable telepresence anybot
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The document outlines the business model for Anybots, Inc., focusing on their robotic telepresence product that facilitates remote communication and collaboration across geographical barriers. It discusses market motivation, customer segments, and competitive advantages, suggesting a growth forecast from $556.1 million in 2010 to $13.1 billion in 2016 for telepresence robotics. Key strategies include protecting intellectual property through patents, leveraging partnerships for manufacturing, and exploring diverse market applications in sectors like healthcare, education, and security.
Biz model for portable telepresence anybot
- 1. MT 5016 Business Model for High-Tech Products ASSOC PROF Funk, Jeffrey Lee Ushashree Divakar Li Yinbei Zhou Kaijing Chang Chiew Yuen Wang QianQian Oh Chin Lock
- 2. Robotic Telepresence Anybots, Inc.
- 3. Video Introduction of Anybots Source: http://www.youtube.com/watch?v=OnxAXXHaAM8
- 4. Outline • Telepresence & Robotic Telepresence • Motivation of Telepresence & Markets • Customer needs & segments • Robotic Telepresence and Anybots QB • Value proposition • Value capture • Scope of activities • Strategic Control • Summary
- 5. Telepresence today Suppliers • Polycom • Cisco • Huawei • HP Features • High resolution • High fidelity • Immersive • High investment (Source: Mombasa and Coast Tourist Association)
- 6. Robotic Telepresence Telepresence Mobility Robotic Telepresence Source: www.avatarmovie.com
- 7. Motivation for Robotic Telepresence Globalization + Internet boom • Cross functional projects • Increasing companies setting up their manufacturing and R&D facilities overseas • Increasing need for collaboration and communication across geographical regions • Increasing internet connectivity
- 8. Telepresence Market Source: ABI Research Results from the latest market study by For the full year 2011, total enterprise International Data Corporation (IDC) showed a videoconferencing market revenue reached strong fourth quarter of 2011 (4Q11), with $2.7 billion – that's an increase of 20.5 percent videoconferencing revenue growing 19.0 over the full year 2010. percent quarter over quarter and 24.6 percent year over year to reach $807.9 million.
- 9. Bloomberg Businessweek's Drake Bennet thinks there is a better, and cheaper, alternative to business travel: Telepresence robots. The worldwide market for telepresence robotics is expected to grow from $556.1 million in 2010 to $13.1 billion in 2016. Robots that can be controlled from any location could be responsible for everything from office security and surveillance to holding remote meetings and virtual collaboration. Methods to achieve “Being there” Robotic Email, Telephone Web Video Tele- Being SMS Conference Conference, Physically Telepresence presence there! Least Effective Most Effective
- 10. Customer Selection is there a market ??? whom to serve and not serve ???
- 11. Customer Segments Global organization Event, Hospital / conference Medical • Provide interface to doctors, & museum centers specialist to communicate with patients remotely. • Tele-operation. Disaster Anybots Education recovery QB Exploration Home care Military, Police, Security
- 12. Customer Segments Global organization Event, Hospital / conference Medical & museum centers Disaster Anybots Education recovery QB • Allow education institutes to engage the best experts and educators around the world to Exploration Home care provide teaching. Military, Police, Security • Mobility will enhance classroom interaction to stimulate studies.
- 13. Customer Segments Global organization Event, Hospital / conference Medical • Companion for elderly living alone & museum centers at home • Possibility with situation-specific intelligent – reminding (e.g. taking Disaster Anybots medication or drinking) Education recovery QB • Alert message when emergency detected Exploration Home care Military, Police, Security
- 14. Customer Segments Global organization Event, Hospital / conference Medical & museum centers • Area monitoring by military, police Disaster Anybots and securities. Education recovery QB • Fire detection applications • Allowing user to patrol and examine remote areas Exploration Home care Military, • Perform precision observation and Police, data collection without Security experiencing the hazard
- 15. Customer Segments Global organization Event, Hospital / conference Medical & museum centers • Deployment in an underwater Disaster Anybots environment in order to produce Education recovery QB interactive webcasts of scientific material. • Navigate to areas that are difficult and impossible to reach by human Exploration Home care e.g. natural resource exploration. Military, Police, Security
- 16. Customer Segments Global organization Event, Hospital / conference Medical & museum centers Disaster Anybots Education recovery QB • Deployment for use in disaster recovery in earthquake, nuclear disaster e.g. Fukushima Exploration Home care Military, Police, Security
- 17. Customer Segments Global organization Event, Hospital / • Presenting papers, attending conference Medical presentations, participating in & museum centers panel discussions, and co-chairing a technical session. • A “telepresence hall” for Disaster Anybots presentations and/or professional Education recovery QB networking. • Museums could arrange tele- presence visiting to examine exhibits from different angles in a Exploration Home care museum. (Australian National Military, Museum, 2012) Police, Security
- 18. Customer Segments • Meeting, collaboration, sales & marketing Global organization • Auditing, inspection & Event, Hospital / maintenance conference Medical & museum centers Why do we only target at global organization? Disaster Anybots Education High recovery QB market demand Low tech- nology Exploration Home care barrier Military, Low R&D Police, Investment Security
- 19. Empathy Map – Office Staff THINK AND FEEL Time wasting Stuck in traffic Hassle to travel and coordinate No break – back to back meetings Increasing backlog HEAR SEE Usage of video conference Team in different location Ready to travel for meetings when require Webcam New development of internet speed Video conference Webinar SAY AND DO? Minimal travel (esp. people with family) Silos team Avoid responsibility PAIN GAIN Missing time with family, friends More time with family, friend Long travel time Closer communication with colleagues located remotely Segregated time – lack of communication Multi-tasking
- 20. Anybots QB – Remote Yourself!
- 21. Anybots QB’s specifications & features Cost & Country of • USD 9,700 Origin • United States Human- • It looks vaguely like Wall-E, the Resemblance robot imp from 2008 Pixar film Quotient Mobility • Runs on Segway-style wheels • The QB has a video camera for Interaction Ability eyes • Since it is essentially roaming Cognitive Ability videoconference center, it‟s your brain in a robot‟s body Creepy-Robot • A laser pointer in its right eye, designed for pointing at things in Factor the office Source: Anybot.com
- 22. Value Proposition what to offer and how to differentiate ???
- 23. Business Meeting & Office communication Low setup cost & High usage rate Move beyond the meeting room • Videoconference / Telepresence is confined to structured environment like conference room. • People prefer to talk and interact in non- structured environments, anywhere.
- 24. Strategy Canvas (against Technologies / Solutions)
- 25. Product inspection & Factory audit Many factories need consistent inspection. Limitation of CCTV • Limited to the fixed viewpoint • More CCTV camera requires if more area need to be covered Anybots enable companies to conduct inspection remotely from HQ and make more frequent inspections.
- 27. Strategy Canvas (against Competitors)
- 28. Value Capture $$$$$ / Margin ….
- 29. Value Capture
- 31. Revenue stream
- 32. Revenue stream
- 33. Revenue stream
- 34. Revenue stream
- 35. Revenue stream
- 36. Scope of Activities What to do and Who I want to „marry‟?
- 37. Value chain Firm infrastructure activities Support Research, development and design activities Human resource management Primary Purchasing, Dealer activities inventory Market- Outbound support Manufac- and holding, ing & logistics materials turing Sales customer handling service (Source: Prof Funk‟s lecture)
- 38. Research & Development Balance Computer control vision Path Video / Planning / Sensor Audio Networking / Motion Communic Control ation
- 39. Design • In-house designing • human like design vs. minimal design • Customize appearance design for customers • Communication interface via ROS applications
- 40. Manufacturing Partnership with U.S based OEM manufacturer (E System) • Built to the professional quality needed for business communications • Better protect intellectual property compared to oversea manufacturing • Benefit greatly from time-to-market • Reduce capital outlay compared to in-house manufacturing
- 41. Marketing and Sales • Invite selected organizations to be beta testers (e.g. Carnegie Mellon University, NASA) • Grant distributor rights to RoboMatrix to introduce Anybots’ QB telepresence robot rental service to the Japanese and Taiwanese markets. RoboMatrix is a division of Innovation Matrix, Inc., a leading distributor of robotic, motion control, and automated systems.
- 42. Vertical (Dis)integration Chain Anybots Partners R&D Design Manufacturing Sales Marketing Maintenance
- 43. Strategic Control I want to survive and make the most profits!
- 44. Strategic Control Protection against ( ) imitation Create scale or network effects Have better complementary assets Cross the chasm Control industry architecture
- 45. Patent Protection 3 utility patents (20y), 2 design patents (14y) granted! Temporary Monopoly, Prevent Imitation However, should prosecute patents in other key markets other than USA
- 46. Maximizing Profits as the innovator Components (e.g. cams, screens, mechanical parts, battery) are standard and easy to acquire As early stage company, does not control many complementary assets. However …. Key design elements are protected by Patents • Software for remotely controlling the robot, • Software for balancing the robot, • Design of the robot. Control the platform and interface • Suppliers supply „cheap‟ standard components • IP control need for integration ensures that the integral design reaps more profits! • Control the industry architecture
- 47. Control of Industry Architecture Platform, Integral Design IPR + Control Platform API Integration Interface Application Developers Robotic Sensors Mechanical Makers Modules Makers OEM Manufacturers Service Providers VAR Distributors Retail Customers
- 48. Network Effects – Open API, 3P developers Telepresence market shows :- Usage increases with more units deployed (Metcalfe’s Law) (source: cisco) • Core platform protected against imitation • Open the interface (standard API) for 3P app developers • Create network effects – open innovation to tap innovative complementary apps on QB platform
- 49. Options available to Anybots Go to the leaders (e.g. Cisco, iRobot, Toyota, Polycom) • Leverage on the IP protection to negotiate licenses with good royalties • Work with the leaders to access their complementary assets to scale, cross the chasm Go by themselves • Enforce patent infringement aggressively • Build complementary assets (marketing, sales) and outsource manufacturing • Once market is big enough, pursue licensing or strategic buy-out
- 50. Value Costumer Costumer Key partners Key activities proposition relationships segments Key resources Channels In Conclusion Cost structure Revenue streams
- 51. Test drive Test Drive
- 52. Thank you