Trans360__ MT4002 Group Presentation by:

Muhammad Ahad

Liu Qiwei

Muhammad Ali Manzoor

Aaron Sim

Technology Description

• Ceiling mounted 360 degree projecting

system that can project any image on 4

walls of a room

• Motion Sensing Device such as Microsoft

Kinect that recognizes gestures performed

by the user and sends information to the

computing system

• Computer (Desktop, Laptop, Xbox) modifies

the 360degree projected image

Product Features

1. 360 Degree Projection

2. Gesture Recognition

3. Cloud Computing

Kinect for XBOX 360

Video Source : http://www.youtube.com/watch?v=8BRz29pWyKc

Kinect for XBOX 360

• What started of as peripheral device for

Xbox completely redefined what a

gaming console could do

• Trans 360 makes use of Microsoft Kinect

and revolutionizes the way Educators use

technology in their Teaching

Trans360 for Universities

Value Proposition for Universities

• Teaching has evolved from a lecture

based fact-focused to problem solving

based critical thinking process

• Trans360 makes learning more immersive,

easy and intuitive

More Immersive

• Immersive educational environment will

increase their interest in attending class

• Example : Biology students learning about

Blood Circulatory system could

experience what it is like being inside an

artery

More Immersive (cont’d)

Video Source : http://www.youtube.com/watch?v=4watW23JmVo

Easier and intuitive learning (cont’d) • Trans360 will provide opportunity for student to interact

with DNA model

• Lecturer and students perform simulations in real time

• This would help students in understanding the complex

structure in more detail

Integration with traditional learning

• We still find use of charts and word processors

in our technology thus it integrates well with

traditional learning methods

• Lecturer can apply current technological

knowledge and use our Technology without

any further training

Limitations for Universities

• The benefits would vary greatly based on

the discipline being taught.

• Disciplines with more practical aspects

would benefit the most o Medicine, Architecture and Sciences would benefit

the most

o Benefits in Philosophy and Literature would be limited

Trans360 for Schools

Active Learning

• Basic Principle: Increasing engagement of

students in their learning activity leads to

enhanced student productivity

• Active learning stands in contrast to "standard"

modes of instruction in which teachers do most

of the talking and students are passive.

• This includes learning through “physical

activities”

Teaching Mathematics Through Games

Snapshot Source : http://www.microsoft.com/education/en-us/products/Pages/kinect.aspx

Trans360 for Schools

• Immersive Educational video games

played using Trans 360 will :

o Enhance the process of Active Learning

o Improve Student participation in the class

and thus lead to improved student

productivity

Autism

• A disorder of neural development

characterized by impaired social

interaction and communication, and by

restricted and repetitive behaviour

• Children affected by Autism have

difficulty in recognizing emotions,

coordinating body movements and

interacting with others

Value Proposition for Autism-

spectrum disorders

• Trans360 will take these children into a

virtual world

• They can Interact with their peers through

their Avatar

• Help them to improve their muscle

coordination through playing different

games

Value Proposition for Autism-

spectrum disorders

•

Video Source : http://www.youtube.com/watch?v=uuP6d42hK8k

How does Trans360 Improve on

existing Technology

• Makes the Virtual world

more realistic

• It makes Avatar feel

more alive

• Students feel more

connected

Who else will be interested in the

technology?

• Hotels, conference hall, and event organisers.

• Businessmen doing a long, detail presentation,

and involving new product plan

demonstration

• Especially good for civil engineers, architects,

garden and interior designers and estate

agent to convey their audience.

Value proposition on hotel

• Hotel is able to offer

an exclusive and

luxury conference

environment.

• Lower cost than

having installed

multiple screens on

the walls, but with

higher presentation

quality.

Value proposition on business

• Better control in a detail business plan presentation,

which usually last over 30min.

• Gesture controls to allow demonstrate 3D model

prototype demonstration without actually building it.

• In field of architecture and related field, you can bring audience navigate through the estate to be

built.

• Especially good for visualising audience the vision

and expectation of the business.

E.g. In an estate project presentation

Value Capture

• Primary market segments – Universities,

schools and Businesses.

• Also focus on higher secondary institutes

(JCs, Polys), labs, research facilities, hotels

as secondary segments.

• Individual users would not be the focus.

Value Capture (cont’d)

• Clients pay the full cost of the

hardware (S$3000 -5000).

• Installation will be complementary for

each unit purchased.

Value Capture (cont’d)

• Clients encouraged to purchase a non-

compulsory monthly subscription plan

o Plan would include online cloud storage, live 24/7

support, repairs and maintenance.

o Plan would be for a single and specific projector

unit, identified by its unique code.

o Plan will not be transferable and may not be used

for multiple projectors.

Value Capture (cont’d)

• Plan will be offered in three packages:

o Floss: 1000 GB storage with all services at

S$100/month

o Butterscotch: 2500 GB storage with all services at

S$140/month

o Maple Syrup: 4000 GB storage with all services at

S$170/month

Client Cost Absorbency

• Universities could absorb the costs by

charging students and lecturers.

• Hotels and businesses would purchase

low volumes. They could recover part of

their costs by charging conference

organizers per usage.

Client Cost Absorbency (cont’d)

• NUS purchases 30 units with 30 Butterscotch

plans

o Total costs (S$4000 average unit price) would be

S$120000 plus additional plan cost S$4200/month or

S$50400/year

o There are 33000 students in NUS and around 10000 staff

members. Per head costs for 1 year:

• Hardware: < S$3

• Subscription Plan: < S$1.5

• Total: < S$4.5

Cash Flow for Educational Institutes

Microsoft Educational

Institute

Lecturers/Teachers

Students

Additional charge for facilities

Additional charge for facilities

Better learning experience

More effective teaching tool

Potential Students

Communication

Exposure and reputation

Installation of 360 projector

One-time payment

Cloud service Maintenance service

Monthly subscription

Hardware supplier

Share revenue

Hardware and maintenance service

Cash Flow for Businesses

Microsoft Hotel or

conference organization

Business plan pitcher, real

estate agent.

Business partner,

customers and investors

Facility charge

More effective business pitching

Installation of 360 projector

One-time payment

Maintenance service

Monthly subscription

Hardware supplier

Share revenue

Hardware and maintenance service

Higher Investment

interest

Rental of room with 360 projector

Scope of Activities

Scope of activities: Software

• Develop in-house

• Have expertise

• Stronger control

• Easy to protect IP

Scope of activities: Hardware

• Decision to out-source o Microsoft does not have the facilities to manufacture

hardware

o Can use the same supplier that manufactures Xbox

In-house Out-source

Similar technology with Xbox Kinect Take advantage of manufacturing expertise of other firms

No need to share revenue Lower costs

Strategic Control

Strategic control

• Standards

o Make use of existing standards

o Faster adoption

• Switching costs

o High cost of installation

o Disincentive for switching

Strategic control (cont’d)

• Complementary products

o Maintenance service

o Cloud service

• Patent

o Prevent copying from competitors

o Software protection stronger

Strategic control (cont’d)

• Vertical disintegration

o Mechanical technologies are difficult to protect

o Other firms may offer cheaper projectors and motion sensors

o Protect profitability through:

• More focus on software protection

(stronger appropriability)

• Maintenance service

Survey Findings

• Target: University (NUS) Students

• Preliminary assessment of the NUS

market potential

• 74 respondents

Survey Findings (cont’d)

1. Trans360 has many features, some of which

are listed below. On a scale of 1 (not at all

important) to 5 (very important), how would you

rate the importance of these features in your

decision to adopt Trans360?

Survey Findings (cont’d)

Survey Findings (cont’d)

2. Are there any other features that you would like to see in Trans360?

• nil

• ability to play games on it :D

• These all look great!

• An ability to be user friendly.

• Easy integration with surround sound (for movies) • Sound/built in speaker

• Remote access from Mac?

• minimum technical difficulty, easy to use/learn etc

• Option to choose from projection on 2 walls, 3 walls or 4 walls • MACbook compatibility • Real time voting of questions for quality control

• Accompanying surround sound system

Survey Findings (cont’d)

3. If Trans360 is made available on your

campus, how often are you likely to use

this service?

Survey Findings (cont’d)

Survey Findings (cont’d)

4. What would you primarily use Trans360

for (be honest)?

Survey Findings (cont’d)

Survey Findings (cont’d)

5. If Trans360 projectors were installed at your university and you were asked to

contribute a very small amount in order to benefit from the service, how much would

you be willing to contribute per month? Remember that your contribution will help pay for a small fraction of the actual costs.

Survey Findings (cont’d)

Q&A