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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 Marcelo Alex Balcells Fernando López Tomás Núñez Cristian Lueg Jorge Román Joaquim Lizondo. Agenda. Electronic Ink Overview The Company. Gyricon Media Inc.

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Electronic Ink Project

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  1. Electronic Ink Project Prof. L.G. Cooper Product Management in The Digital Economy Anderson School March 2002 Group #1 Judith Marcelo Alex Balcells Fernando López Tomás Núñez Cristian Lueg Jorge Román Joaquim Lizondo

  2. Agenda • Electronic Ink Overview • The Company. Gyricon Media Inc. • The Market: Retail Signage Market • Bayesian Network • Sensitivity Analysis • Recommendation • Q & A

  3. 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.

  4. Electronic Ink Overview Beads Film E-paper Voltage

  5. 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.

  6. 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.

  7. The Retail Signage Market

  8. The Projected Key Benefits • Cost savings in labor, materials, logistics and price accuracy fines • Price Integrity • Positive Customer Response • More effective promotions • Dynamic pricing

  9. 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 --

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

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

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

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

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

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

  16. Results

  17. Results

  18. Sensitivity Analysis

  19. Sensitivity Analysis

  20. 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.

  21. Thank You!

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