From Visions to Reality
Road Show II
Mexico in European Union
Final conference in Bratislava, student presentation
Blue Danube Robotics
Ana Cristina De la Colina Bores
Andrea Castillo Guzmán
Vienna University of
Economics and Business
Vienna University of
Technology
AGENDA
•
Introduction
•
Research questions
•
Methodology
•
Main Results
•
Indicators of Potential
Market and Growth
•
Competitors
•
Buyer- User
•
B2B / B2C
•
Conclusions
•
Recommendations
REALITY project, Final conference in Bratislava, Student presentation
RESEARCH QUESTIONS
1.
What is the market potential for a medical robot for
handicapped people?
2.
What are the key user requirements for adopting
medical robots for handicapped people?
3.
What product features are necessary to be
comparable with handicapped people’s living
conditions?
4.
What is the willingness to pay for such a medical
robot?
5.
Which business model seems to be successful?
Initial countries: Austria, Czech Republic, Mexico,
Slovakia and Spain.
REALITY project, Final conference in Bratislava, Student presentation
METHODOLOGY
1.
Research Questions assigned – preliminary
research
2.
Meeting with Austrian students
3.
Meeting with Tobias Ferner, member of Blue
Danube Robotics.
4.
Coaching and lectures with Dr. Wolfgang
Schildolfer and Dr. Rainer Hasenauer.
5.
New arrange of countries to be analyzed
was: Austria, Canada, Czech Republic, Mexico,
Slovakia, Spain and Sweden.
Secondary and Tertiary Research
REALITY project, Final conference in Bratislava, Student presentation
MAIN RESULTS
INDICATORS OF POTENTIAL
MARKET AND GROWTH
Most attractive markets: Austria,
Canada and Mexico
TARGET: Disabled people with functional, motor or
physical disabilities who are able to make voice
commands for interacting with the robot.
•
Canada 4.68%
•
Austria  3.07%
•
Mexico 2.84%
REALITY project, Final conference in Bratislava, Student presentation
POTENTIAL GROWTH
Nurse density (per 10 000 population)
110.9
100.5
89.5
66.4
74.4
66.2
39.8
México
Austria
Spain
Note: Mexico’s informal
employment rate t is of
59%.
Slovakia
Czech
Republic
Sweden
Canada
Austria and Slovakia are
the most scarce in the
supply of nurses.
REALITY project, Final conference in Bratislava, Student presentation
COMPETITORS
Company Name
Blue Danube Robotics
Robot Name
Blue
Price (EUR)
10,000
Softbank Mobile & Aldebaran
Robotics
Pepper
1,130-1900
Shadow Robot Company
Dexterous Hand
90,000
Kinova
JACO Arm
40,000
Country
Functions
Austria
*Affordable
•Semi-autonomous assistive robot.
*Air Skin
*Voice Command
*6 hour battery and it will lift up to 3 kg objects.
Japan
*Companion robot
•Uses cloud-based artificial intelligence to study gestures,
expressions and speech.
*Lithium-ion battery that lasts over 12 hours.
*Ultra sensitive touch sensors on the fingertips (129 sensors).
United Kingdom •
Human sized
*Great mobility
Canada
*An assistive robot arm
*It can carry up to 1.5 at mid-range and 1 kg when fully extended.
•Needs wheelchair to function.
*Light, compact and power efficient.
REALITY project, Final conference in Bratislava, Student presentation
USER OR BUYER
B2C buyers:
– Disabled people themselves
– Responsible person (family or
nursing/retirement homes)
• Dependency ratio:
– Austria 27.3%
– Canada 22.2%
– Mexico 9.8%.
• Publicity should vary for this two
segments.
The user might NOT always be the buyer.
REALITY project, Final conference in Bratislava, Student presentation
B2B/B2C
B2B most attractive markets are:
•
Canada
•
Mexico
Due to:
•Good health care system
•Strong private institutions
REALITY project, Final conference in Bratislava, Student presentation
B2C most attractive market is:
•
B2B/B2C
Austria
Due to:
•High
health
expenditure per
capita
•Nurse scarcity
REALITY project, Final conference in Bratislava, Student presentation
CONCLUSIONS
Top 3 largest markets of disabled
population: Austria, Canada and
Mexico.
Future demographics: Increasing
elderly population.
Spending per capita purchasing
power: Canada & Austria.
CONCLUSIONS
Potential markets requirements:
B2C
• Increasing elderly population
• High disabled population %
• Nurse scarcity
• High health expenditure
• High purchasing power per capita in health
B2B
• High disabled population %
Sources of expenditure:
a) Good health care systems
b) Strong private institutions
RECOMMENDATIONS
 Market potential depends on the
business model chosen.
 Elderly population should not be
overlooked as a target.
 Countries with younger population
should not be dismissed, if private
institutions are strong.
 Difference between user/buyer
should be clear for marketing
campaign.
REALITY project, Final conference in Bratislava, Student presentation
RECOMMENDATIONS
 In B2B, consider al people involved
in buying center.
 Reduce time to market.
 Don’t lose sight of unique value
proposition.
 Use community based
innovation to avoid market
resistance.
 Appeal to psychological needs.
REALITY project, Final conference in Bratislava, Student presentation
From Visions to Reality
Thanks for your Attention
www.fromvisiontoreality.sk