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Electronic Ink Project
Group #1Judith MarceloJudith Marcelo Alex BalcellsAlex Balcells Fernando LópezFernando López
Tomás NúñezTomás Núñez Cristian LuegCristian Lueg Jorge RománJorge Román
Joaquim LizondoJoaquim Lizondo
Prof. L.G. CooperProduct Management in The Digital Economy
Anderson SchoolAnderson School
March 2002March 2002
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Agenda Electronic Ink Overview
The Company. Gyricon Media Inc.
The Market: Retail Signage Market
Bayesian Network
Sensitivity Analysis
Recommendation
Q & A
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Electronic Ink OverviewConceptualized 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.
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Beads Film
VoltageE-paper
Electronic Ink Overview
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The Company - GyriconGroup that started the concept at Xerox PARC.Spinned off from Xerox in 2000Headquartered at Palo Alto, California with office in Massachusetts; same backyard of its only
competitor - E-Ink Corporation.
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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.
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The Retail Signage Market
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The Projected Key Benefits
Cost savings in labor, materials, logistics and price accuracy fines
Price IntegrityPositive Customer ResponseMore effective promotionsDynamic pricing
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The Retail Signage MarketBowling Strategy
Cell phoneWireless
Traffic Signage E-book reader
PDA
Retail Signage
Airports, train stations..
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 --
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Bayesian Network
Bayesian Network slide (E-INK PROJECT). UCLA, March 2002
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Bayesian Network’s Major Parts
Bayesian Network’s parts slide (E-INK PROJECT). UCLA, March 2002
Success E-ink for RSM
Strategic PartnershipEnd User Acceptance
Technology Threat
Value
Company Threat (Gyricon)
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Strategic Partnership
Strategic Partnership slide (E-INK PROJECT). UCLA, March 2002
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End User Acceptance
End User Acceptance slide (E-INK PROJECT) E-ink Project. UCLA, March 2002
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Technology Threat
Technology Threat slide (E-INK PROJECT). UCLA, March 2002
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Company Threat
Company Threat slide (E-INK PROJECT). UCLA, March 2002
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Results
Success of Ink in RSM
State ProbabilityBig Win 48%Small Win 27%Loss 23%
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Results
Strategic Partnership
State ProbabilityDesign Win 65%Small Win 35%
End User Acceptance
State ProbabilityWin Likely 78%Win Unlikely 22%
Technology Threat
State ProbabilityLow 78%High 22%
Company Threat
State ProbabilityLow 82%High 18%
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Sensitivity Analysis
Original Strategic End User Technology Company Scenario Partnership Acceptance Threat Threat
Big Win 48% 75% 62% 50% 50%Little Win 27% 17% 21% 28% 28%Loss 23% 8% 17% 22% 22%
Best Scenarios
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Sensitivity Analysis
Original Strategic End User Technology Company Scenario Partnership Acceptance Threat Threat
Big Win 48% 38% 32% 47% 47%Little Win 27% 31% 35% 26% 26%Loss 23% 31% 33% 27% 27%
50/50 Scenario
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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.
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Thank You!