BLUE DANUBE ROBOTICS - from visions to reality

January 5, 2018 | Author: Anonymous | Category: Science, Health Science, Pediatrics
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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

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