biz model for eye tracking tech
DESCRIPTION
These slides summarize a business model for eye-tracking technology, as part of a course on business models taught by Jeff Funk.TRANSCRIPT
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MT4002 Business Model for Eye-Tracking
Technology from Eye-Com
Aakaash Singh
Chan Ying Tung
Muhammad Nur Hakim B Jufri
Tan Kai Qi
Wang Jue
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Outline • Introduction
– Eye-tracking
– Changes In Its Industry
– The EC7T™ System
• Customer Selection, Value Proposition And Value Capture
– Fatigue Detection
– Assistive Technology
– Medical and Research Tool
– Gaming Industry
• Recommendation
– Needs And Specification
– Value Capture
– Scope of Activities
– Strategic Control
– Value Network
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Introduction
What is eye tracking?
Detects eye movement by identifying the pupil region and tracking its motion to determine precisely where the user is looking.
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Changes in the Eye-tracking Industry
Initial experiments with infrared sensor
to track eye movement in 1999
Increased sophistication and accessibility of eye
tracking technologies in recent years
Generated great interests in the
commercial sector; many applications
are explored
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Prominent Areas of Research
Automotive Design
Assistive Communication
Advertising/ Packaging
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Eye-Com: The EC7T™ System
• Uses microcameras and eye tracking software to monitor
– Eyelid and pupil activity
– Head movement
• Wearable and integrated frame
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The EC7T™ System Applications
• Fatigue Detection
• Assistive Technology
• Gaming Industry
• Medical and Research Tool
• Many more…
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Fatigue Detection
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Driver Fatigue
• Two out of every five drivers self-reported falling asleep while
driving in the past 12 months. (NHTSA)
• Estimate that 56,000 sleep related road crashes annually in the USA, resulting in 40,000 injuries and 1,550 fatalities
• 30% - 40% of heavy trucks accidents are caused by driver sleepiness.
• In 2002 alone the Total Cost of Fatigue-Related Crashes exceeded $2.3 billion
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How does it work?
• Monitor driver’s pupil size and blink patterns.
• As driver becomes sleepy, blink patterns change
• Alarm is triggered
http://www.youtube.com/watch?v=zovmcCR_fI8&feature=player_embedded# (0:29 to 1:19)
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Customer Selection
Car/truck drivers
Individual driver
Other shift workers
Air traffic controllers
Emergency medical
responders
Security personnel
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Value Proposition
• Prevent hazardous working conditions from :
– Sleep deprivation
– Long shift hours
• Ensure safety for:
– Companies and organizations whose business involve long working hours
– Individual drivers who want a safe trip
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Strategy Canvas
EC7T™ System
• Wearable eye frame
• Highly accurate
• Modular
Lexus LS-series: Driver Monitoring
System
• Accuracy is affected by different head position
• Integrated & built-in system
Mercedes-Benz : Attention Assist
System (AAS)
• Monitor drivers’ steering behavior
• Integrated & built-in system
Competitors Eye-Com
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Strategy Canvas
Sensitivity and Accuracy
Modularity Level of comfort Price
EC7T™ System
Lexus : Driver Monitoring System
Mercedes-Benz : Attention Assist System (AAS)
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Value Capture
• Business-to-Business contract with related companies for products and servicing – Trucking companies
– Airports (Air-traffic control)
– Others
• Business-to-Customer
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Assistive Technology
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Introduction
• 1.9% of the U.S. population;5,596,000 people, reported some form of paralysis
• In many cases, the eyes remain unaffected by paralysis. (WAIMR).
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Customer Selection
• Those who suffer from paralysis have difficulties:
– Controlling the computer
– Speaking
• They must also have the wants to overcome communication challenges.
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Value Proposition
Enables the physically challenged to:
• Use computer with greater sensitivity & accuracy
• Overcome communication challenge
• Improve their quality of life
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Strategy Canvas
• Computer control – hands-free
• Competitors: Accupoint and Eye-Max
VS VS
Accupoint Eye-Com Eye-Max
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Strategy Canvas
Key Dimensions of performance:
• Brand
– Strong brand demonstrates benefits of reliability
• Sensitivity and accuracy
• Level of comfort / Ease of use
– Important to assess the users' physical and psychological comfort with a device (Scherer, 2002)
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Strategy Canvas
Eye Com Dynavox (Eye Max) Accupoint
Brand New company 20 years 15 years
Sensitivity Eye movement Eye movement Head movement
Accuracy Close proximity of
device and pupil Must position < 43cm
away Unit is attached to
the forehead
Level of comfort Wearable glasses No unit attached Unit attach to the
forehead
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Strategy Canvas
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Value Capture
Eye-Com’s revenue :
Hospitals and clinics
Medical equipment
retailers
Rehabilitation institutions for
the disabled
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Medical And Research Tools
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How does it work?
Biometric devices
1. EEG – brain waves 2. ECG – electrical activity of the heart 3. Pulse Oximeter – oxygen saturation
in blood
1. Changes In Pupil Position 2. Pupil Diameter 3. Eyelid Closure
Synchronizing with other devices can provide more comprehensive research data
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How does it work?
ECG EEG
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Customer Selection
1. Hospitals
“ Coronary heart disease is top killer in high income countries and Alzheimer and other related diseases is ranked 7th. Together, they make up 1.5 million deaths in 2002. ”
-World Health Organisation
2. Research Centers & Pharmaceutical Companies
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Innovative Gaming
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How does it work?
Eye-Com
Consoles and controllers
Computer and devices
More interactive
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How does it work?
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Casual Gamers
First time
Gamers
Hardcore Gamers
Women
Gamers
Customer Selection
Unarticulated
Articulated
Customer Needs
Served Unserved Customer Types
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Recommendations
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Eye-Com’s Current Strategy
“The EC7T is still under development at this time. Our first commercial product for the assistive technology market should be released at the beginning of next year. At this time, we have not set a price point yet.”
-Eye-Com
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Our Recommendations
Introduce Assistive Technology
After accumulating sufficient capitals and personnel for sales, marketing and servicing
Focus on Fatigue Detection
Less competitive market
First mover advantage
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Customer Needs and Relative Importance
S.No Needs Importance
(1-5)
1 The system has to be accurate and reliable 5
2 The system should be light-weight 5
3 The system should be easy to use 5
4 The system should be sensitive to movement 5
5 The system should look fashionable 3
6 The system should be sturdy 4
7 The system should be reasonably comfortable 5
8 The system should be easily cleanable 3
9 The system should be able to connect to a PC easily 5
10 The system should be versatile and compatible with other head mounted devices
4
11 The system should be safe and non-hazardous to the eye 5
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Metrics and Needs
S.no Needs Metric Unit
1 2,7,5 Weight grams
2 1,4 Micro-camera Resolution frames/second
3 1,6 Mean time before failure days
4 1,3,7,11 Viewing Angle degrees
5 2,6 Bending Strength KPa
6 5 Visually Appeal subj
7 10 Connectivity subj
8 11 Light Intensity candela
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Value Capture
•EC7T™ System Sales
•Service, Maintenance &Training
$$
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Scope of Activities
Software (Software codes, algorithms development)
Sales and Marketing
Assembly of Components
Ver
tica
l In
tegr
atio
n Manufacturing of
Components (Micro-cameras, LEDs, sensors )
Vertical
Disin
tegration
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Strategic Control
Patents Control Key Resources
Complimentary Assets
Customers
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Strategic Control
Patents
• Hardware
• Software
─ Shield their source code from competitors
• Integrated technology
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Strategic Control
Control Key Resource
• Focus on research
• Making key materials needed for the production scarce
– Negotiate with suppliers to be the exclusive users of the materials
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Strategic Control
Complementary Assets
• Sales and Servicing
– Assistive technology
• Highly trained sales force
• Speak to doctors to become Eye-Com’s opinion leaders
– Fatigue detection
• Training sessions for trucking companies
• Software upgrade
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Strategic Control
Customer Feedback Loop
• Collect and analyse user data to better meet customer needs through system improvement
– Aesthetic appeal of the eye frame
– Preference for user interface (assistive technology)
• Customer satisfaction will retain customers and build up bigger customer base
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Value Network
Eye-Com
Gaming
Research Tools
Fatigue Detection
Assistive Technology
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Suggestions for the Future
Lie detectors
Military Usage
Operation of mobile
phones
Many more…..
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THANK YOU
Q&A