biz model for ion proton dna sequencer
DESCRIPTION
my students use ideas from my class on business models to develop a business model for ion proton's DNA sequencer. This sequencer uses semiconductor technology to read an organism's DNA sequence and is faster and cheaper than existing sequencers. This presentation describes the value proposition, customer selection, method of value capture and other aspects of a business model for Ion Proton's DNA sequencerTRANSCRIPT
Ion Proton Sequencer Jay Wyn; Liang Zhu; Yutong; Swathi; Magdeline; James
Ion Proton DNA Sequencer
Content
• Introduction
• Value Proposition
• Value Added – Cloud Service
• Value Capture
• Strategic Control
• Potential Market
What is DNA Sequencing?
• Process of reading
nucleotide bases in a DNA
molecule
• DNA Consist of four type
of bases:
• Thymine, Adenine, Guanine,
Cytosine
• Current DNA Sequencing is
called Next Generation
Sequencing (NGS)
Source: http://bioweb.wku.edu/courses/biol350/dnasequencing13/review.html
Why DNA Sequencing?
• Study of building blocks of humans and other organisms
• Study of bacteria virus, leads to better cure and
prevention
– 2011, outbreak of e-coli virus. DNA sequencing was used to
better understand traits like toxicity and immunity to which
antibiotic.
• Future, help with early detection or early warning that a
patient may have a certain disease
• Becoming very cheap, so it is becoming affordable
Key Players
• GS Junior System (Late 2009)
• GS FLX+ System (2008)
Roche’s 454
• Illumina MiSeq (2010)
• Illumins HiSeq (2010/2012)
Illumina
• Personal Genome Machine (PGM) (Late 2010)
• Ion Proton (2012)
Life’s Ion Torrent
• MinION
• GridION
Oxford Nanopore Technologies
Comparison
• Roche’s 454
• GS Junior, GS Flx+
• Uses Pyrosequencing
• Illumina
• Miseq, Hiseq
• Uses Solexa Sequencing
Ion Proton
• PGM, Ion Proton I
• Uses Semiconductor Sequencing
• Measures the hydrogen ion production during
polymerization of the DNA
Sequencing by Synthesis
Illumina and Roche
Pyrophosphate
Detection Using
Optics
Ion Torrent H+
Detection using an
Ion Sensor
Technology Comparison
• Detection of ion release is
simpler and faster than
optical method from 454
Sequencing and Illumina
• Ion proton uses
semiconductor, thus is able
to improve at a high rate in
the future
314 Chip (1.2 Million
Wells)
316 Chip (6.2 Million
Wells)
318 Chip (11.1 Million
Wells)
Proton 1 (165 Million
Wells)
Proton 2 (660 Million
Wells)
Moore’s Law
Threats
• Oxford Nanopore Technologies
• MinION (Disposable), GridION
• Uses nanopore sequencing, which measures
electric inductance of the nucleotides
Strategy Canvas for Life Technologies
0
1
2
3
4
5
Sc
ori
ng
Factors of Competition
Ion proton
illumina's HiSeq 2500
Fair comparison of Illumina’s HiSeq 2500 and Ion proton:
•Same time of release (10th January 2012)
•Both claims to sequence an entire genome
Value Proposition
Cheaper Faster Smaller
Ion Proton
Value Proposition
Machine price:
IP:149K
vs
Hiseq2500:$740K
IP: 2hrs
Vs
HiSeq2500: 27hrs
IP: Benchtop sequencer
Faster Smaller Cheaper
Seq price/genome:
IP:1K
vs
Hiseq2500:$3-5K
Higher throughput
Customer Selection
Research
Centres
Universities
Immediate
Users Government
vs
Private
(E.g. govt funded genome centres)
Final
User
Customer Selection
Consumer
products
Alternative
energy
Agriculture Genetic
Engineering
Drug
companies
Other Researchers
Targeted
drugs
Produce human-
compatible
proteins from
other organisms
Clothes,
furniture,
Bio-synthetic
detergents
Bio-Fuels,
Fuels from
Virus
More resistant
crops better
yields
Drug Development:
Traditional Value Chain
1990’s Value chain : Step-by-step
Improved value chain: Simultaneous activities
Role of Ion Proton
DNA sequencing with Ion Proton make target discovery faster
faster product development.
Value Chain Of Drug Development
Pharma
Global Market Analysis
If genome sequenced for < $1K…
New
Entries –
competition
Improvements SHAKE
OUT?
Seq.
Firms
App
Developers
Seq.
Instrument
Seq.
Techniques
Emerging Needs
Data
Processing:
Analyzing
and
interpreting
services
Head towards…
Capture
market share
to reap
benefits from
network
effects
Hardware
+
SERVICE
Cloud Service
Ion Reporter
Multisided platform
Enhanced Data Mobility
Future Development
Sequencing reads
Integrated Annotation
Configurable Analysis
Archiving
Ion Reporter
• Import, annotation, analysis, archive Reduce workload, shortening time
Flexible, reproducible
Standard
Ion Reporter
• Cloud based Cost-saving, highly secure
• Open source Allows inspection and improvements
• Aim to create Standard
Standard
Ion Reporter
Speed, Simple, Scalable, Secure
Multisided platform
• Clients --Our services -- App developers
Network Effect
Clients App developers/ Bioinformatics
companies
• Dynamic Eco-environment
Enhanced communication
Targeted problem-solving
• “One-stop shopping” for sequencing users
Enhanced
Data Mobility
• Sharing the info with greater ease
- Apps for desktop, laptop, iPad
• Monitoring progress; noticing results
Future Development
• Cooperate with Clinics and Hospitals to
build a non-profitable database for
treatment and research
• Improve healthcare services
• A one-stop workstation for our clients
Value Capture
Sales
Maintenance
Service
Cloud
4. Accept
request for one-
time or multiple-
time sequencing
1. Traditional
method, Short-
term primary
2. Free for a few
times and charge
subsequently
3. Rent out the
machine to
targeted
customers
5. Lisciencing/
Commision.
Long-term goal
Rental Rental
Machine
Cost (USD)
Cost per
Run (USD)
Sequencing
Run-Time
Throughput
Ion Torrent’s Ion
Proton I 149k 1000 2-4 hrs 10 Gb
Ion Torrent’s PGM
(318 Chip) 50k 750 2-3 hrs 1 Gb
Illumina Hiseq
2500 740k 23,000 27 hrs 120 Gb
Illumina Miseq 125k 965 1 day 4 Gb
Roche 454 - GS
FLX Titanium XL+ 150k 6000 23 hrs 700 Mb
Roche 454 - GS
junior 500k 1000 10 hrs 35 Mb
Value Capture
Sales/
Upgrades • Cheaper, Faster, Smaller
Value Capture
Sales
Maintenance
Service
Cloud
4. Accept
request for one-
time or multiple-
time sequencing
1. Traditional
method, Short-
term primary
2. Free for a few
times and charge
subsequently
3. Rent out the
machine to
targeted
customers
5. Licensing/
Commision.
Long-term goal
Rental Rental
Cloud
App developers
End user
Cash Flow
Tranditional
Activities
$
$ $
Strategic Control
Nature
• New entrants tend to utilize new
technology
• Semi-conductors DNA Sequencing
technology is hard to reverse-
engineer
Strategic Control
Patents
Potential market
Applications
Better diagnosis
Replace the current
invasive and costly
muscle biopsy test.
Better result
Improve the quality of
researches as well as
provide new directions
for researching.
Clinical research Mitochondrial Disease
Mitochondrial disease
• Mitochondrial disease
– A group of diseases which are characterized by
problems of decreased energy production.
• Muscle biopsy
– Invasive & costly (as high as $50.000).
– Complicated & time-consuming.
– Cannot produce absolute results.
• Benefits
– Cost: $1k + analyzing cost vs. $20k-50k.
– Time: A few days vs. 3-4 weeks.
– Quality: more absolute results.
Applications
Better diagnosis
Replace the current
invasive and costly
muscle biopsy test.
Better result
Improve the quality of
researches as well as
provide new directions
for researching.
Clinical research Mitochondrial Disease
Clinical research
• Improved quality
– Combine test results with test subjects’ genetic data to
derive more detailed results.
• Provide basis for personalized treatment.
– Build up a gene database that stores more than the raw
genetic data for future researches.
• New directions
– Discover the existence of previously unknown
mutations as origins of disease.
Clinical research
Network
effect
Research quality
More data + tools
=
Improved quality
Patient
More patients
=
More data
App developer
More researchers
=
More app developers
Researcher
More data
=
More researchers
Thank You