Itsme_MBD@DomusAcademy04/2009
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Transcript of Itsme_MBD@DomusAcademy04/2009
Project by: Thipupsorn Koasayananda, Witold Karalow, Steffen Aas
Index
OVERVIEW1-3
SECTOR OF APPLICATION4
SECTOR OF ANALISIS7-11
CURRENT WEAKNESSES12
BOATING5-6
OPPORTUNITIES13-14
SENARIOS15-26
PROPOSALS27-34
Overview
Highly user-friendly
Grouping contacts/stories/cases in
one
All related data/information in one place
Information gathering
Personalized data organization
System update it self
File management assistant
Projects start by conversations
Itsme system features:
Overview
Itsme system features:Today are not only high value professionals. We have more
complex leisure activities that require systems like Itsme for
our activities:
Software compatibility
Integrated platform
Adaptability
Communities and networks
Multiple devices Product Tech Support
Overview
Potential User Groups:
1. Doctors
2. Nomads – people in constant travel
3. Marine / Yacht’s men
Sector of application
High value users
New opportunities
Need for new services
Innovative technologies
Boating, why?
Boating
During our research we have decided to focus on the recreational sailing and powerboat market.
This is market represent a value of:
3.o1 million
boats in the US 2007.
Market definition:
Boating
Equipment not user-friendly
Offer ‘one’ system for all
New features / services
Reduce devices and space
Opportunities:
Dashboard from Raymarine
Sector Analysis:
Sector Analysis:
Functions:
Power boat10>
meter
Power boat
<10 meter
Power boat<15
meter
Sail boat<15 meter
Power boatCommercial
LEISURE:
WHFMapsCompass(all required by law)
XXXX
XXXX
XXXX
XXXX
XXXX
CRUISER:
GPSSpeedAutopilot
XXX
XXX
XXX
XXX
PROFESSIONALS:
Local PositioningChart plottersWeather ForecastGlobal Security System
XXXX
XXXX
(Italy only)
Navigation GPS, weather and navigation maps, knotlog, depth sounder, radar
Security Inmarsat terminal, warning, EPIRB
Communication VHF radio, WFax, e-mail, terminal, cell phone
Entertainment and needs stereo, TV, camera, fish finder, internet
Sector Analysis:
Hard-ware:
MacENC MacOs only advanced navigation including GPS, routes, tides, radar.
Maptech Offshore Navigator Windows only trip planning chart, GPS compatible and autopilot.
WeatherNet for downloading highly compressed weather info even with poor connections. Also for iPhone.
Mscan Meteo decoding Fax, Navtex, RTTY signals to receive crucial info.
Sector Analysis:
Soft-ware:
Integrated Devices
Raymarine Advansea
RADIOMARINE
Humming-bird
ItsmeNautic
Navigation
GPS –Charts--Logs
x NO x x YES
Boat Statistic
Depth-Logs-Wind x x x x YES
Security
Alarms x - x x YES
Marine LIving
TV-DVD-Monitors-Sound-Fish finder
x Limited Limited Limited YES
One Platform NO NO NO NO YES
Sector Analysis:
INDIVIDUAL DEVICES
NO COMMUNICATION
LOTS OF EQUIPMENT
IN A SMALL SPACES
TAKES UP LOTS OF SPACE
Current weaknesses:Today's solutions:
Opportunities
Complete universal boating management –communication system
1
Computer and hand held devices that offer
Flexible solutions for boating
2
Focus:
1. Integrated yacht onboard system;navigation, security, communication, GPS, wind, speed, depth systems, logs, alarms, weather info. 2. Tech - Product support;Boat manufacturer, engine, hard-wear, sensors and social networks DIY.
3. Added benefit;With communication the manufacturers also would know improvements to their products and the problems consumers have using their product.
Innovation:
Opportunities
Scenarios:
1. Professional Vendee Globe
2. CruiserAtlantic Crossing
3. General Leisure Boating
Scenario1: Vendee Globe Alone
- An ultimate sailing challenge course.
-Trip is preceded by months of preparations and usually sponsored by big research companies.
- Competes against route, time, weather and physical limits.
- Needs: efficient sailing equipments (high-tech), good mind strategy and sufficient diet to survive.
- Competition for loner sailors.
Professionals:
For months, Jeff has been sailing on his own in harsh cold and hot weather non-stop day and night.
While sleeping, automatic sailing system takes over the course and gives alert.
Keeping on track with land team, family, friends and sea guards.
In case, something goes wrong!
Scenario1: Vendee Globe Alone
Professionals:
The challenge is good sources for New Technology and Innovation Research.
Strictly for Professional Sailors.
The challenge of a life time!
Scenario1: Vendee Globe Alone
Professionals:
Scenario2: Atlantic Crossing
Cruiser:
In preparation for an Atlantic Crossing:1.Installation ‘Itsme Nautic’ system on boat and PC2. Subscribe to ‘Atlantic service/network’ for weather – routing help.3.Connect to communities that gives guides in emergency situations.
Navigation and weather:‘Itsme Nautic’ provide real-time tracking: wind condition – speed – positioningAt the same time I can be on the deck and enjoy with all info in my pocket.
Scenario2: Atlantic Crossing
Cruiser:
LOG BOOK is made so easy with ‘Itsme Nautic’. We just format the information and the system is updated as we sail.
Connecting to other boats during the crossing was made easy with ‘Itsme Nautic’. In Bahamas we meet people we followed to the Azores.
One boat posted our course was heading for of a group of whales. We change the course and in dusk spotted them at a safe distance.
Its me Nautic Wind frame
gives us better Efficiency up to
45%
Radar is made easy and, I have the function on
my handheld devise.
With Atlantic Net and our
representative can give us real-
time information on
the course
Communicate by PC and get
valuable information from other
boats.
Scenario2: Atlantic Crossing
Cruiser:
ONE COMMON PLATFORM FOR MORE FUNCIONS
SOFTWEAR ON MOBILE DEVICES
HAND HELD DEVICES
NEW COMMUNICATION TOOLS
SOCIAL /TECHNICAL SUPPORT NETWORKS
Scenario2: Atlantic Crossing
Integration:
- Private own boat put into charter service (for commercial use).- Boat size could go up to 50 meters.- Managed by Specialized Charter Yacht Management Company.- Charter rate could start from 54,500 to 350,000 Euros a week.- Chartering accumulation is as many as 18 weeks/year
- Invested heavily on Art Collection, DVD library, High-tech Entertainment, Audio System and High-speed Internet Connection.
Scenario3: Leisure Boating
Charter boating:
- Family of 4 going on Sailing with other 2 couples.- Renting a Charter Yacht for a week, Cruising around Mediterranean Sea-Family-business Trip- Their needs include: Excursion on French Riviera, Spa treatment, Catering, Shopping, Water sport, Fishing, Home entertainment and Internet connection.- Children love: Swimming, Out-door activities and Computer games.- During stay on board, they make contacts to Offices, Companies, Clients, Banks, Brokers and Universities.
Scenario3: Leisure Boating
Charter boating:
1Day On BoardExcursionCateringShoppingSide Activities
InternetMusicKaraokeRadioTV/DVD/NewsMobileCamera/CamcorderGaming
Spa TreatmentSwimmingDivingSun BathWater ActivitiesFishingLearn how to Sail
Noon
lunch
O O O O O O O O
Afternoonhistoricaltea-time Ocheck-in Hotel
O O O O O O O O
O O O O O O O
Eveningnight outingdinner Orestaurant
O O O O O O O O
O O
Nightnight outingsnacking
O O O O O O O O
O
Morninghistoricalbreakfast O
O O O O O O
O O O O O O O
PRO
GRA
MEN
TERT
AIN
MEN
TLE
ISU
RE
Scenario3: Leisure Boating
Scenario3: Leisure Boating
Charter boating:
PERSONALISEDPROGRAM
ON
BO
ARD
ENTERTAINMENT
MusicMoviesKaraokeInformation
Internet Games + Learning
PicturesStories ExperienceSharing
DEVICES
RadioAudio
SystemTV
MOBILE &
COMPUTER
CameraCamcorder
$Prepaid
Card
Proposals:
Trip & Crew is the STORY:
-Who was on the boat-What events during the trip-Navigation-Ports-Weather-Discoveries/sights/experiences-Logbook
The boat is the VENUE:
-Planning trips-Weather forecasts-Maintenance-Anchor places visited-Security-Equipment-Boating communities
WHAT IS ‘Itsme Nautic’?
Is a system that makes all information ‘on board’ easy and flexible. Updates info so you can enjoy/improve your time on/with the boat.
Proposals:
Scenario 1
Scenario 2 Scenario 3
Proposals:
TECHNOLOGY TRANSFER
TECHNOLOGY TRANSFER
CruiserMarket: Upper midlevelBusiness model: B2BPartnership: Bavaria/Raymarine
Communication model: P2P
Benefit for itsme:Big market with high levelusers and need of new innovations
Scenario 1
Professional SailorMarket: NicheBusiness model: SponsorshipsCommunication model: Sponsor, Press and web
Benefit for itsme: Technology and innovation
Proposals:
CruiserMarket: Mid-levelBusiness model: B2BPartnership: Bavaria/Raymarine
Communication model: P2P
Benefit for itsme:Big market with high levelusers and need of new innovationsConnected through word of mouth
Scenario 2
Proposals:
Scenario 3
Leisure BoatingMarket: GeneralBusiness model: B2BPartnership: Sony/Sky
Communication model: B2C
Benefit for itsme:Biggest boating market, and Partnership with entertainment majors.
Proposals:
Scenario 1
Scenario 2 Scenario 3
Proposals:
Proposals:
Partnership and alliances with status
brands
Big market with many
opportunities for new tools
Premium technology
and innovation
Scenario 1
Scenario 2 Scenario 3