Imagine a world without wires 12/7/2012 MT4002 – Group presentation 1 Group presentation: Wireless Electricity Technology Management Strategy National University of Singapore Gaurav Chandrashekar Coline Juin Jan Zwerina Hitesh Suresh Marieke Oosterbaan
My students use ideas from my class to develop a business model for wireless electricity from WiTricity. The slides describe the value proposition for various types of customers/applications including medical, industrial, and consumer products. The slides also discuss the methods of value capture and strategic control.
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Imagine a world without wires
12/7/2012 MT4002 – Group presentation 1
Group presentation:
Wireless Electricity
Technology Management Strategy
National University of Singapore
Gaurav Chandrashekar
Coline Juin
Jan Zwerina
Hitesh Suresh
Marieke Oosterbaan
Imagine a world without wires
12/7/2012 MT4002 – Group presentation 2
Agenda
◤ Introduction to Witricity
◤ Value Proposition: Wireless vs Wired
◤ Potential Markets
◤ Value Proposition
◤ Strategic Comparison
◤ Target Market: Consumer Products
◤ Challenges and Competitors
◤ Business Model Generation
◤ Value Capture & Strategic Control
◤ Conclusion
07.12.2012 MT4002 – Group presentation 3
Introduction to Witricity
◤ Wireless electricity transmission technology
◤ Uses resonance coupling of coils
◤ Multiple devices can tap power from single coil
◤ Wireless electricity transmission with low losses
(40% efficiency at 2.3m transmission)
◤ Not dependent on direction
(Up to 15° off axis at this moment)
12/7/2012 MT4002 – Group presentation 4
Wired vs. Wireless
07.12.2012 MT4002 – Group presentation 5
Wired Power Wireless Power
Pros • Low Transmission
Losses
• Familiar in use
• It is everywhere
• Eliminates cables,
infrastructure etc.
• Eliminates power plug
compatibility issues
• Mobility within transmission
range
• Automatic power receiver
Cons • Limited Mobility
• Requirement for cables,
infrastructure etc
• High transmission losses
• Requirement for new
wireless infrastructure
Agenda
◤ Introduction to Witricity
◤ Value Proposition: Wireless vs Wired
◤ Potential Markets
◤ Value Proposition
◤ Strategic Comparison
◤ Target Market: Consumer Products
◤ Challenges and Competitors
◤ Business Model Generation
◤ Value Capture & Strategic Control
◤ Conclusion
07.12.2012 MT4002 – Group presentation 6
Potential Markets
◤ Medical
◤ Consumer Products
◤ Industrial Equipment
◤ Lets see what value proposition of products in these
markets can be
07.12.2012 MT4002 – Group presentation 7
VP for Products in Medical Market
◤ Improved dexterity and safety during surgery
◤ Improves surgical tools through elimination of wires
◤ Reduces need for multiple surgeries ◤ No need for surgery to replace batteries for internal
devices (eg. Pacemakers)
◤ Opportunity for less invasive surgery procedures ◤ Reduced size of products
◤ Enables greater use of “camera-pills” and sensors to track bodily functions ◤ Eliminates battery-constraint by in-body sensors
07.12.2012 MT4002 – Group presentation 8
VP for Products in Industrial Equipment Market
◤ Improved safety
◤ No loose wires on production floor
◤ More effective use of floor space
◤ Greater flexibility in machine location
◤ Architectural new possibilities for product designs
◤ Tools that can rotate through all axes
◤ Higher productivity
◤ Longer running time compared to using rechargeable wireless
device
12/7/2012 MT4002 – Group presentation 9
VP for Products in Consumer Market
◤ Increased Convenience for the user ◤ Greater Mobility
◤ Improved Ubiquity ◤ Eliminates standard wars of power sockets an chargers
◤ Reduction in product size ◤ Smaller batteries
◤ Improved Usability ◤ Eliminating „activity of charging‟
07.12.2012 MT4002 – Group presentation 10
Agenda
◤ Introduction to Witricity
◤ Value Proposition: Wireless vs Wired
◤ Potential Markets
◤ Value Proposition
◤ Strategic Comparison
◤ Target Market: Consumer Products
◤ Challenges and Competitors
◤ Business Model Generation
◤ Value Capture & Strategic Control
◤ Conclusion
07.12.2012 MT4002 – Group presentation 11
Strategic comparison of Markets
12/7/2012 MT4002 – Group presentation 12
Medical Consumer Industrial
Character-
istics
Size of market Large Very Large Medium
No. Of vertical segments Few Many Few
Growth Moderate Fast Moderate
Need
Usefulness useful moderate moderate
Barriers to
entry
Management Control Vertically
integrated
Vertically
disintegrated
Vertically
integrated?
Product Life Cycle (PLC) Long Short Long
Time to market Very slow
Quick Slow
Ease of Access to
Distribution Channels Hard Easy Medium
Agenda
◤ Introduction to Witricity
◤ Value Proposition: Wireless vs Wired
◤ Potential Markets
◤ Value Proposition
◤ Strategic Comparison
◤ Target Market: Consumer Products
◤ Challenges and Competitors
◤ Business Model Generation
◤ Value Capture & Strategic Control
◤ Conclusion
07.12.2012 MT4002 – Group presentation 13
◤ Competitors
◤ Technical challenges
◤ Market challenges
12/7/2012 MT4002 – Group Presentation 14
Consumer Products: Competitors & Challenges
Consumer Wireless Electricity: 3 Leading Alternatives
12/7/2012 MT4002 – Group presentation 15
Name
Inductive
Coupling
(qi Standard)
Radio Frequency
Harvesting
Resonance
Coupling
(Witricity)
Where it stands Currently available
in market
Currently still in
R&D
Late stage R&D /
Pre market launch
(Potential)
Applications Near field charging Far field charging
Near to Medium
field charging
Companies
Fulton Innovation /
Energizer /
Samsung / Nokia /
Duracell
Intel Witricity
12/7/2012 MT4002 – Group Presentation 16
Name
Inductive
Coupling
(qi Standard)
Radio Frequency
Harvesting
Resonance
Coupling
(Witricity)
Efficiency
1-2 cm 75% - 98% N/A 98%
Efficiency
> 1 m N/A N/A 40% at 2.29m
Charging Alignment Required N/A Up to 15 degrees
off axis
Consumer Wirless Electricity: 3 Leading Alternatives