Electronic Ink Project Prof. L.G. Cooper Product Management in The Digital Economy Anderson School March 2002 Group #1 Judith Marcelo Tomás Núñez Joaquim Lizondo Alex Balcells Cristian Lueg Fernando López Jorge Román Agenda Electronic Ink Overview The Company. Gyricon Media Inc. The Market: Retail Signage Market Bayesian Network Sensitivity Analysis Recommendation Q&A Electronic Ink Overview Conceptualized in the 70s. Revived in the early 90s. Material that is processed into a film for integration into electronic displays - e.g. sign labels, PDA, cellular phone, e-book reader. Electronic Ink Overview Beads Film E-paper Voltage The Company - Gyricon Group that started the concept at Xerox PARC. Spinned off from Xerox in 2000 Headquartered at Palo Alto, California with office in Massachusetts; same backyard of its only competitor - E-Ink Corporation. The Retail Signage Market Point of purchase is an integral element in the advertising arsenal Each week Target delivers 3 planeloads of signs from the company’s production center Spends $250,000 per week on changing signs Home Depot carries 5 million sku’s; 14,000 of these items change prices on any given day. Fines are served for violations of the state's item-pricing laws. The Retail Signage Market The Projected Key Benefits Cost savings in labor, materials, logistics and price accuracy fines Price Integrity Positive Customer Response More effective promotions Dynamic pricing The Retail Signage Market Bowling Strategy Airports, train stations.. Energy c. + Flexibility ++ Price ++ Legibility ++ Color Video -- Cell phone Wireless Traffic Signage Energy c. + Flexibility = Price + Legibility ++ Color Video -- PDA E-book reader Retail Signage Energy c. + Flexibility = Price ++ Legibility ++ Color Video -- Energy c. +++ Flexibility ++ Price ++ Legibility ++ Color + Video -- Bayesian Network Bayesian Network slide (E-INK PROJECT). UCLA, March 2002 Bayesian Network’s Major Parts E n d U s e r A c c e p ta n c e S tr a te g i c P a r tn e r s h i p S u c c e s s E - i n k fo r R S M T e c h n o lo g y T h re a t C o m p a n y T h r e a t ( G yr i c o n ) Va lu e Bayesian Network’s parts slide (E-INK PROJECT). UCLA, March 2002 Strategic Partnership Strategic Partnership slide (E-INK PROJECT). UCLA, March 2002 End User Acceptance End User Acceptance slide (E-INK PROJECT) E-ink Project. UCLA, March 2002 Technology Threat Technology Threat slide (E-INK PROJECT). UCLA, March 2002 Company Threat Company Threat slide (E-INK PROJECT). UCLA, March 2002 Results Success of Ink in RSM State Big Win Small Win Loss Probability 48% 27% 23% Results Strategic Partnership End User Acceptance State Design Win Small Win State Win Likely Win Unlikely Probability 65% 35% Technology Threat Company Threat State Low High State Low High Probability 78% 22% Probability 78% 22% Probability 82% 18% Sensitivity Analysis Big Win Little Win Loss Best Scenarios Original Strategic End User Technology Company Scenario Partnership Acceptance Threat Threat 48% 75% 62% 50% 50% 27% 17% 21% 28% 28% 23% 8% 17% 22% 22% Sensitivity Analysis Big Win Little Win Loss 50/50 Scenario Original Strategic End User Technology Company Scenario Partnership Acceptance Threat Threat 48% 38% 32% 47% 47% 27% 31% 35% 26% 26% 23% 31% 33% 27% 27% Recommendation • Speed up the development of the electronic ink technology together with the partners. • Move rapidly in the Retail Signage Market. • Be on the watch out for other competitors. • Develop and attract more investors to the business. Thank You!