These slides use ideas from my (Jeff Funk) class to develop a business model for MYO’s new form of computer interface. This wrist band-based device uses EMG signals from a person’s forearm to control mobile phones, MP3 players, and other electronic devices. This enables users to interact with electronic devices in ways that can’t be done with existing gesture (e.g., Kinect, LEAP)-based devices or touch screens. Snow boarders can control their MP3 players on the slopes while gamers can do new tricks.

1. MT4002 – Technology Management Strategy
Final Presentation 5.11.2013
Aleksi Tiira
Jari Kumpulainen
Petri Salama
Riku Lindholm
Tommi Tuulenmäki
MYO: A New Form of Computer Interface
that uses EMG signals from the forearm

3. Agenda
1. Value Proposition
2. Customer Selection
3. Value Capture
4. Scope of Activities
5. Strategic Control

4. Value Proposition

5. Value
Proposition
Value Proposition
Next generation gesture control with no
boundaries
– Camera-free
– High connectivity and countless industries
– Fast and accurate response
– Anywhere at any time
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

6. Value
Proposition
Camera-free
MYO measures gestures with sensors
Customer
Selection
Value
Capture
– No cameras, no wires, no buttons
Scope of
Activities
– Range of movement like never before
Strategic
Control
– From subtle everyday gestures to
application specific actions
Current competition
– LEAP, Kinect
– Touchscreen
– Mechanical input (mouse, keyboard)

7. Value
Proposition
Fast and Accurate Response
Gestures recognized before movement
Customer
Selection
Value
Capture
– Muscle activity
Scope of
Activities
– 9-axis inertial measurement unit (MEMS)
Strategic
Control

8. Value
Proposition
High connectivity
Bluetooth 4.0 Low Energy
– Growing standard that can be utilized by
many common devices in many industries
• Smartphones, Computers, Smart clocks and
glasses…
• Drone control (military)
• Healthcare
• Etc.
Versatile SDK allows developers to create
MYO applications for any device which
requires control and has Bluetooth
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

9. Value
Proposition
Strategy Canvas
Customer
Selection
Value
Capture
High
Offerings
Scope of
Activities
Strategic
Control
MYO
Camera based motion
control (LEAP)
Low
Touchscreen
Mechanical Input
(keyboard, mouse…)

10. Customer Selection

11. Value
Proposition
Segments
1. End Users
The ones that use MYO
Customer
Selection
2. App Developers
Provide the apps for MYO
Value
Capture
Scope of
Activities
Strategic
Control
Military
MYO
Consumer
electronics
Profession
Tools

12. Value
Proposition
Needs of the Segments
End Users
1 Mobility
2 Connectivity
3 Applications
App Developers
1 Easy-to-use SDK
2 Unique platform
3 Users
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Value for the Segments
End Users
1 No wires or external
sensors
2 Bluetooth 4.0
3 App library
(under development)
App Developers
1 Easy-to-use SDK
(they have one)
2 No similar alternative
3 User base
(under development)

13. Value
Proposition
Soldiers
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Spy Planes
Tanks

14. Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Hardcore Gamers
Casual Gamers

15. Home
Entertainment
Users
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

16. Joggers
Skiers
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Snowboarders
Cyclers

17. Value
Proposition
Designers
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

18. Value
Proposition
Presenters
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

19. Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Fast to Learn
Strategic
Control

20. Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

21. Value Capture

22. Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Currently,
Pre-order Sales
Strategic
Control

23. Value
Proposition
Customer
Selection
Value
Capture
Main Source of Revenue:
App
Store
MYO
Scope of
Activities
Strategic
Control

24. Value
Proposition
End
Users
Feedback
App
Developers
Customer
Selection
Value
Capture
Scope of
Activities
$$
$$
Apps
SDK
Apps
$$
% of app revenue
MYO
Armband
Strategic
Control

25. Scope of Activities

26. Value
Proposition
Adoption Lifecycle
Customer
Selection
Value
Capture
CHASM
Scope of
Activities
Strategic
Control
Source: Couragent web page

27. Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
How to Cross
the Chasm?

28. Target
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

29. The Competitive-Positioning
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

30. Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Sales & Marketing
Strategic
Control

31. Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Customer Support
Strategic
Control

32. Other Important Activities
Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control
Quality Assurance
Distribution Channel
Ramp Up

33. Value
Proposition
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

34. Strategic Control

35. Value
Proposition
Strategic Control
IP protection
– It has patents (e.g., muscle activity sensor)
and trademarks
Create network effects
– The more applications the more users and
vice versa
Collaborate with other firms to become a
standard in the gesture recognition market
Customer
Selection
Value
Capture
Scope of
Activities
Strategic
Control

36. Some Conclusions
Disruptive technology
Unique value proposition that reaches many
end users
– Huge market potential
Major changes in the scopes of activities
App store – Network Effect

38. Pictures
Einstein - http://t3.gstatic.com/images?q=tbn:ANd9GcTG59pdgv19QYRwQUWkDlefjNjmuZ10fMR80SwndHbwELZFKMD-8Q
MYO - http://media.idownloadblog.com/wp-content/uploads/2013/02/Thalmic-Labs-MYO-armband-technology-002.jpg
Military - http://www.hdwallpapersinn.com/wp-content/uploads/2012/09/military-force-images-steep_u-turn_1024x768.jpg
Google Glass - http://www.inflexwetrust.com/wp-content/uploads/2013/02/IFWT_Google-Glasses.png
Periscope - http://www.qrcodepress.com/wp-content/uploads/2012/07/QR-code-medical-industry.jpg
MYO - http://wpmedia.business.financialpost.com/2013/02/myo_black.png
Soldier - http://www.freakingnews.com/pictures/1000/Aiming-Soldier-1048.jpg
Spy Plane - http://thefutureofthings.com/upload/items_icons/Bat-Inspired-Spy-Plane_large.jpg
Tank - http://realhdwallpaper.com/wp-content/uploads/2013/05/Abrams-Tank-Wallpaper-HD-Free-Download.jpg
HC Gamer - http://www.mundogamerbrz.com.br/site/wp-content/uploads/2013/01/hardcore-gamer.jpg
Kids Playing - https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcQwUtEdfkBRi8GjKAKbyJwVLR6jt86KNT-iSz_vBh7ePJai8fcJ
Living Room - http://stuffkit.com/wp-content/uploads/2012/06/Living-Room-9.jpg
Female Jogger - http://www.wellandgoodnyc.com/wp-content/uploads/2012/09/woman-stretching-runner-female-asian-landscape-sunset-yellow.jpg
Skier - http://goskialberta.com/09/images/file/freeride.jpg
Snowboarder - https://www.sport2000rent.com/uploads/tx_templavoila/Langlauf_gespiegelt_03.jpg
Cyclist - http://www.muscleelements.ca/wp-content/uploads/2012/06/cyclist.jpg
Designer - http://blogs.globeuniversity.edu/wp-content/uploads/2012/08/Graphic-Designer1.jpg
Presenter - http://www.keynoteconferences.co.uk/commonFiles/pics/Lecturer%20Stock_000005299702Medium.jpg
Developers Wallpaper - http://i.imgur.com/0qRBhoM.jpg
Adaptation life cycle - http://www.courinvestor.net/images/Adoption-cycle-with-Chasm.png
Crossing the chasm - http://timster-howdarei.blogspot.sg/2011/07/chasm.html
Target customer- http://www.flickr.com/photos/cristiano_betta/2909483129/
Salesperson - http://aphelp.ap.org/
Apps - http://cloudcomputing.sys-con.com/node/2570177