BLUE DANUBE ROBOTICS - from visions to reality
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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
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