Trans360__ MT4002 Group Presentation by:
Muhammad Ahad
Liu Qiwei
Muhammad Ali Manzoor
Aaron Sim
Technology Description
• Ceiling mounted 360 degree projecting
system that can project any image on 4
walls of a room
• Motion Sensing Device such as Microsoft
Kinect that recognizes gestures performed
by the user and sends information to the
computing system
• Computer (Desktop, Laptop, Xbox) modifies
the 360degree projected image
Product Features
1. 360 Degree Projection
2. Gesture Recognition
3. Cloud Computing
Kinect for XBOX 360
Video Source : http://www.youtube.com/watch?v=8BRz29pWyKc
Kinect for XBOX 360
• What started of as peripheral device for
Xbox completely redefined what a
gaming console could do
• Trans 360 makes use of Microsoft Kinect
and revolutionizes the way Educators use
technology in their Teaching
Trans360 for Universities
Value Proposition for Universities
• Teaching has evolved from a lecture
based fact-focused to problem solving
based critical thinking process
• Trans360 makes learning more immersive,
easy and intuitive
More Immersive
• Immersive educational environment will
increase their interest in attending class
• Example : Biology students learning about
Blood Circulatory system could
experience what it is like being inside an
artery
More Immersive (cont’d)
Video Source : http://www.youtube.com/watch?v=4watW23JmVo
Easier and intuitive learning (cont’d) • Trans360 will provide opportunity for student to interact
with DNA model
• Lecturer and students perform simulations in real time
• This would help students in understanding the complex
structure in more detail
Integration with traditional learning
• We still find use of charts and word processors
in our technology thus it integrates well with
traditional learning methods
• Lecturer can apply current technological
knowledge and use our Technology without
any further training
Limitations for Universities
• The benefits would vary greatly based on
the discipline being taught.
• Disciplines with more practical aspects
would benefit the most o Medicine, Architecture and Sciences would benefit
the most
o Benefits in Philosophy and Literature would be limited
Trans360 for Schools
Active Learning
• Basic Principle: Increasing engagement of
students in their learning activity leads to
enhanced student productivity
• Active learning stands in contrast to "standard"
modes of instruction in which teachers do most
of the talking and students are passive.
• This includes learning through “physical
activities”
Teaching Mathematics Through Games
Snapshot Source : http://www.microsoft.com/education/en-us/products/Pages/kinect.aspx
Trans360 for Schools
• Immersive Educational video games
played using Trans 360 will :
o Enhance the process of Active Learning
o Improve Student participation in the class
and thus lead to improved student
productivity
Autism
• A disorder of neural development
characterized by impaired social
interaction and communication, and by
restricted and repetitive behaviour
• Children affected by Autism have
difficulty in recognizing emotions,
coordinating body movements and
interacting with others
Value Proposition for Autism-
spectrum disorders
• Trans360 will take these children into a
virtual world
• They can Interact with their peers through
their Avatar
• Help them to improve their muscle
coordination through playing different
games
Value Proposition for Autism-
spectrum disorders
•
Video Source : http://www.youtube.com/watch?v=uuP6d42hK8k
How does Trans360 Improve on
existing Technology
• Makes the Virtual world
more realistic
• It makes Avatar feel
more alive
• Students feel more
connected
Who else will be interested in the
technology?
• Hotels, conference hall, and event organisers.
• Businessmen doing a long, detail presentation,
and involving new product plan
demonstration
• Especially good for civil engineers, architects,
garden and interior designers and estate
agent to convey their audience.
Value proposition on hotel
• Hotel is able to offer
an exclusive and
luxury conference
environment.
• Lower cost than
having installed
multiple screens on
the walls, but with
higher presentation
quality.
Value proposition on business
• Better control in a detail business plan presentation,
which usually last over 30min.
• Gesture controls to allow demonstrate 3D model
prototype demonstration without actually building it.
• In field of architecture and related field, you can bring audience navigate through the estate to be
built.
• Especially good for visualising audience the vision
and expectation of the business.
E.g. In an estate project presentation
Value Capture
• Primary market segments – Universities,
schools and Businesses.
• Also focus on higher secondary institutes
(JCs, Polys), labs, research facilities, hotels
as secondary segments.
• Individual users would not be the focus.
Value Capture (cont’d)
• Clients pay the full cost of the
hardware (S$3000 -5000).
• Installation will be complementary for
each unit purchased.
Value Capture (cont’d)
• Clients encouraged to purchase a non-
compulsory monthly subscription plan
o Plan would include online cloud storage, live 24/7
support, repairs and maintenance.
o Plan would be for a single and specific projector
unit, identified by its unique code.
o Plan will not be transferable and may not be used
for multiple projectors.
Value Capture (cont’d)
• Plan will be offered in three packages:
o Floss: 1000 GB storage with all services at
S$100/month
o Butterscotch: 2500 GB storage with all services at
S$140/month
o Maple Syrup: 4000 GB storage with all services at
S$170/month
Client Cost Absorbency
• Universities could absorb the costs by
charging students and lecturers.
• Hotels and businesses would purchase
low volumes. They could recover part of
their costs by charging conference
organizers per usage.
Client Cost Absorbency (cont’d)
• NUS purchases 30 units with 30 Butterscotch
plans
o Total costs (S$4000 average unit price) would be
S$120000 plus additional plan cost S$4200/month or
S$50400/year
o There are 33000 students in NUS and around 10000 staff
members. Per head costs for 1 year:
• Hardware: < S$3
• Subscription Plan: < S$1.5
• Total: < S$4.5
Cash Flow for Educational Institutes
Microsoft Educational
Institute
Lecturers/Teachers
Students
Additional charge for facilities
Additional charge for facilities
Better learning experience
More effective teaching tool
Potential Students
Communication
Exposure and reputation
Installation of 360 projector
One-time payment
Cloud service Maintenance service
Monthly subscription
Hardware supplier
Share revenue
Hardware and maintenance service
Cash Flow for Businesses
Microsoft Hotel or
conference organization
Business plan pitcher, real
estate agent.
Business partner,
customers and investors
Facility charge
More effective business pitching
Installation of 360 projector
One-time payment
Maintenance service
Monthly subscription
Hardware supplier
Share revenue
Hardware and maintenance service
Higher Investment
interest
Rental of room with 360 projector
Scope of Activities
Scope of activities: Software
• Develop in-house
• Have expertise
• Stronger control
• Easy to protect IP
Scope of activities: Hardware
• Decision to out-source o Microsoft does not have the facilities to manufacture
hardware
o Can use the same supplier that manufactures Xbox
In-house Out-source
Similar technology with Xbox Kinect Take advantage of manufacturing expertise of other firms
No need to share revenue Lower costs
Strategic Control
Strategic control
• Standards
o Make use of existing standards
o Faster adoption
• Switching costs
o High cost of installation
o Disincentive for switching
Strategic control (cont’d)
• Complementary products
o Maintenance service
o Cloud service
• Patent
o Prevent copying from competitors
o Software protection stronger
Strategic control (cont’d)
• Vertical disintegration
o Mechanical technologies are difficult to protect
o Other firms may offer cheaper projectors and motion sensors
o Protect profitability through:
• More focus on software protection
(stronger appropriability)
• Maintenance service
Survey Findings
• Target: University (NUS) Students
• Preliminary assessment of the NUS
market potential
• 74 respondents
Survey Findings (cont’d)
1. Trans360 has many features, some of which
are listed below. On a scale of 1 (not at all
important) to 5 (very important), how would you
rate the importance of these features in your
decision to adopt Trans360?
Survey Findings (cont’d)
Survey Findings (cont’d)
2. Are there any other features that you would like to see in Trans360?
• nil
• ability to play games on it :D
• These all look great!
• An ability to be user friendly.
• Easy integration with surround sound (for movies) • Sound/built in speaker
• Remote access from Mac?
• minimum technical difficulty, easy to use/learn etc
• Option to choose from projection on 2 walls, 3 walls or 4 walls • MACbook compatibility • Real time voting of questions for quality control
• Accompanying surround sound system
Survey Findings (cont’d)
3. If Trans360 is made available on your
campus, how often are you likely to use
this service?
Survey Findings (cont’d)
Survey Findings (cont’d)
4. What would you primarily use Trans360
for (be honest)?
Survey Findings (cont’d)
Survey Findings (cont’d)
5. If Trans360 projectors were installed at your university and you were asked to
contribute a very small amount in order to benefit from the service, how much would
you be willing to contribute per month? Remember that your contribution will help pay for a small fraction of the actual costs.
Survey Findings (cont’d)
Q&A