Electronic ink project
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Electronic Ink Project. Prof. L.G. Cooper Product Management in The Digital Economy Anderson School March 2002. Group #1 Judith MarceloAlex BalcellsFernando López Tomás NúñezCristian LuegJorge Román Joaquim Lizondo. Agenda. Electronic Ink Overview The Company. Gyricon Media Inc.

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Electronic Ink Project

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Electronic ink project

Electronic Ink Project

Prof. L.G. Cooper

Product Management in The Digital Economy

Anderson School

March 2002

Group #1

Judith MarceloAlex BalcellsFernando López

Tomás NúñezCristian LuegJorge Román

Joaquim Lizondo


Agenda

Agenda

  • Electronic Ink Overview

  • The Company. Gyricon Media Inc.

  • The Market: Retail Signage Market

  • Bayesian Network

  • Sensitivity Analysis

  • Recommendation

  • Q & A


Electronic ink overview

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 overview1

Electronic Ink Overview

Beads

Film

E-paper

Voltage


The company gyricon

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

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 market1

The Retail Signage Market


The projected key benefits

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 market2

Airports,

train stations..

Cell phone

Wireless

PDA

Traffic Signage

E-book reader

Retail Signage

The Retail Signage Market

Bowling Strategy

Energy c. +

Flexibility ++

Price ++

Legibility ++

Color -

Video --

Energy c. +

Flexibility =

Price +

Legibility ++

Color -

Video --

Energy c. +++

Flexibility ++

Price ++

Legibility ++

Color +

Video --

Energy c. +

Flexibility =

Price ++

Legibility ++

Color -

Video --


Electronic ink project

Bayesian Network

Bayesian Network slide (E-INK PROJECT). UCLA, March 2002


Electronic ink project

Bayesian Network’s Major Parts

Bayesian Network’s parts slide (E-INK PROJECT). UCLA, March 2002


Electronic ink project

Strategic Partnership

Strategic Partnership slide (E-INK PROJECT). UCLA, March 2002


Electronic ink project

End User Acceptance

End User Acceptance slide (E-INK PROJECT) E-ink Project. UCLA, March 2002


Electronic ink project

Technology Threat

Technology Threat slide (E-INK PROJECT). UCLA, March 2002


Electronic ink project

Company Threat

Company Threat slide (E-INK PROJECT). UCLA, March 2002


Electronic ink project

Results


Electronic ink project

Results


Electronic ink project

Sensitivity Analysis


Electronic ink project

Sensitivity Analysis


Electronic ink project

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.


Electronic ink project

Thank You!


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