INNOVATION RE-LAUNCHED DIGITAL SCENT PROJECT
Digital smell
Oct 19, 2014
Failed Innovation Re-Launched: Digital Smell
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INNOVATION RE-LAUNCHEDDIGITAL SCENT PROJECT1
INNOVATION Idea How it works? Why it failed? Re-Launch Proposal
Digital Scent - AgendaMARKETING PLAN Product Promotion Place Price
Digital Scent - AgendaPROJECT MILESTONES Product Dev. Business Relations Promotinn
Digital Scent - AgendaDigital Scent - AgendaSUCCESS METRICS
Sustainability Product Innovation Business Dev. Financial
INNOVATION Idea How it works? Why it failed? Re-Launch Proposal1999, OaklandiSmellcomputerperipheralinternetfocusedDigiScents, Inc.Digital Scent The Innovation
INNOVATION Idea How it works? Why it failed? Re-Launch Proposal
scent spectrumindexencode
Digital Scent The InnovationDigiScents has indexed thousands of smells based on their chemical structure and their place on the scent spectrum.Each scent is then coded and digitized into a small file.The digital file is embedded in Web content or e-mail.A user requests or triggers the file by clicking a mouse or opening an e-mail.A small amount of the aroma is emitted by the device in the direct vicinity of the user.
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INNOVATION Idea How it works? Why it failed? Re-Launch Proposal
128 primary odorsaromatic oil cartridgeUSBDigital Scent The InnovationCan you imagine Pop ups
Content put on websiteTriggered by userDecoded and produced
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INNOVATION Idea How it works? Why it failed? Re-Launch Proposal
Repeated UseDigital Scent The Innovation
Forgot to mentionAromatic OilHeatingFlaskCompare it to a cooking pot you never wash9
INNOVATION Idea How it works? Why it failed? Re-Launch Proposal
interactive mediagaming
No user centric testingDigital Scent The InnovationNo strong relationships with content providersOnly APINO HARDWARE TO TESTNever asked the consumer10
INNOVATION Idea How it works? Why it failed? Re-Launch Proposal1965 BBC April Fools Day: Smellovision
1981 Movie, PolyesterSniff Cards
1950s Movie, The TinglerTheater
Digital Scent The InnovationPROBLEMS in TheatersSyncUnwanted Sound (woosh)incomplete purging nausea, allergies,11
INNOVATION Idea How it works? Why it failed? Re-Launch Proposal
Digital Scent The InnovationWiresInternet BoomMarket: Intetnet12
INNOVATION Idea How it works? Why it failed? Re-Launch Proposal
Digital Scent The InnovationNo internet focusHOME ENTERTAINMENT13
Big budgets for marketing and advertising
U.S. Home Theater Market: $17 Billion, 20023% Own Giant-Screen Projection Television
Male, Married Slant for Stereo/Radio Surround SoundHundreds of Companies in Market
10 big playersHardware Manufacturers Team Up with Movie Studios
Sources: marketresearch.com, consumerreports.orgDigital Scent Marketing PlanPlayers to deal with14
Better and differentiated consumer experienceDigital Scent - IntegrationMore DifferentiationExposureEnhance experienceValue in the whole ecosystem15
CartridgesRe-Design:Squared and SmallMARKETING PLAN Product Promotion Place Price
Merge Flask & Oil Cartridge Component:Repeated UseDigital Scent Marketing Plan
Tackle the functionaility problems16
Promotional Booth to test user experience
Digital Scent Marketing Plan
MARKETING PLAN Product Promotion Place PriceTestNew innovation has to be tested.End consumer needs to test for himself, not just read17Digital Scent Marketing Plan
MARKETING PLAN Product Promotion Place Price
Partnerships with...
Bundle with Home Theater SystemsIntegrate in the own systemLicense technology to them18Digital Scent Marketing Plan
MARKETING PLAN Product Promotion Place Price
Independent distribution of units and cartridgesCartridges19
Digital Scent Marketing Plan
MARKETING PLAN Product Promotion Place Price
License PriceLoss LeaderSimilar to SQUARE20- Blockbuster Movie ready prior launchDigital Scent Project Milestones
Product Dev.Business RelationsPromotion21Digital Scent Project Milestones
PROJECT MILESTONES Product Dev. Business Relations Promotion
Usability TestingHardware for testing, not just softwarePRETOTYPINGObserve, RESEARCH22
Digital Scent Project Milestones
PROJECT MILESTONES Product Dev. Business Relations PromotionMovie Studios
BLOCKBUSTERHardware for testing, not just softwarePRETOTYPING
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Digital Scent Project Milestones
PROJECT MILESTONES Product Dev. Business Relations Promotion
Hardware ManufacturersContract with HW ManufacturesDesign bundled packageCompatibility issues
24Digital Scent Project Milestones
PROJECT MILESTONES Product Dev. Business Relations Promotion
Create Buzz2001TV ADVERTISING A LOTHelp from moviesDvd rentals, posters, etc.25Digital Scent Success MetricsSUCCESS METRICS
Sustainable ProductUsability Testing ReportRepeated use lifeAdoption rateQuality & feedback Sustainability Product Innovation Business Dev. FinancialFrom the Usability Testing and Product Dev.26
Digital Scent Success MetricsSUCCESS METRICSProduct Features & Functionality# of Patents Sustainability Product Innovation Business Dev. FinancialProduct innovation to improve featuresAccuracyAvoid COMPETITIONSecure standard27Digital Scent Success MetricsSUCCESS METRICSProduct Features & Functionality# of partners of movie studios# of partners in hardware manufacturers
Sustainability Product Innovation Business Dev. FinancialBusiness RelationsContracts, Contracts, Contracts28Digital Scent Success MetricsSUCCESS METRICSRevenue# of contracts for software and files
# of direct and indirect sales Sustainability Product Innovation Business Dev. FinancialProfitsRATIO to investment, think InvestmentLong term if Standard29Questions? More Information?
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