NTADBM New Technology Application Design and Business Model

MOBILE COOLING MECHANISM [ ] Interim submission for course NTADBM @ IIM Ahmedabad, 2012

Instructors Rakesh Basant

Deval Kartik

Bhavin Kothari

Jignesh Khakhar

Academic

Associates Vijaya Rajeshwari

Siddharth Mankad

Anuradha Reddy

MOBILE COOLING MECHANISM [ ] Interim submission for course NTADBM @ IIM Ahmedabad, 2012

CONTENTS

1. ACKNOWLEDGMENT

2. THE PROBLEM

I. CAUSES OF HEATING OF PHONE

II. NEED IDENTIFIED

3. THE PRODUCT

I. CONCEPT

4. COMPETITORS

5. COMPETITIVE ANALYSIS

6. PROJECT SCOPE

I. MARKET SIZE

II. WHY CONSUMERS BUY SMARTPHONES

III. CONSUMER USE BEHAVIOR

7. KEY INSIGHTS

I. THE GROWING HEAT PROBLEM IN SMART PHONES

II. PHONES ARE PRECIOUS ACCESSORIES

III. SMART PHONES NEED TO BE MORE DURABLE

8. DESIGN OBJECTIVES

I. PROTECTION FROM OVERHEATING

II. SURPLUS HEAT DISSIPATION

III. UNIFORM HEAT DISTRIBUTION

IV. HEAT RECOVERY

V. MINIMIZED ADDITION TO WEIGHT

9. TECHNOLOGY

I. THERMOELECTRIC COOLERS

II. THERMOELECTRIC COUPLES PROPERTIES

III. PREPARATION

IV. TEMPERATURE OPERATING IN SMART PHONES

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I. CONSTRUCTION

II. WORKING

III. THERMOELECTRIC PERFORMANCE

IV. THE FINAL PRODUCT

V. BENFITS OF THE PRODUCT

11. USE SCENARIO

12. BUSINESS MODEL

I. VALUE PROPOSITION

II. REVENUE STREAMS

III. KEY PARTNERS

IV. KEY ACTIVITIES

V. KEY RESOURCES

VI. CUSTOMER SEGMENT

VII. DISTRIBUTION CHANNEL

VIII. CUSTOMER RELATIONSHIP

IX. COST STRUCTURE

X. PROFIT CALCULATION

XI. FINANCIAL FORECAST

13. BUSINESS PLAN

I. ENTRY BARRIERS

II. SHORT TERM PLAN

III. LONG TERM PLAN

IV. EXIT STRATEGY

14. CHALLENGES

I. IPR PROTECTION

II. FINDING MANUFACTURERS AND DEALERS

III. MARKETING AND DISTRIBUTION

IV. RESEARCH AND DEVELOPMENT

V. DESIGNING AND PROTOTYPING

VI. OPERATIONS

15. BIBLIOGRAPHY

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ACKNOWLEDGMENT

We acknowledge the course instructors, namely Prof. Rakesh Basant from

IIM A and Profs. Deval Kartik, Bhavin Kothari and Jignesh Khakhar from NID,

Gandhinagar for the constructive and methodical guidance that the

group has had from them. The group during the course of finalization of

project report shall continue to seek their help and support.

We also thank the academic associates for the course namely Vijaya

Rajeshwari from IIMA, Siddharth Mankad and Anuradha Reddy from NID

Gandhinagar.

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THE PROBLEM

Some of the research has advocated that the heat that's generated due

to battery and electronic circuits and not the radiation that's emitted

during transmission and receipt of radiation. Better Health Channel reports

that radio frequency levels at certain levels has a heating effect which

eventually can lead to decreased battery life, health issues and

accidental risks.

Other than the radio transmissions, all gadgets generate heat, but that heat

is the enemy of battery life. A little heat from an electronic device is

normal. It's an unavoidable side effect of charging, discharging,

processing and illuminating. Just because gadget heat is normal doesn't

mean it's good. To a user, excessive warmth emanating from a device may

be irritating or even alarming; to the gadget in particular, its battery heat is

a mortal threat. "Heat is a killer of all batteries," says Isidor Buchmann, CEO

of battery-testing firm Cadex Electronics.

According to his research, a lithium-ion battery stored at 40 percent

charge and 104 degrees Fahrenheit a realistic temperature for common

cellphone use will lose 15 percent of its capacity over the course of a year.

That number jumps to 35 percent if the battery is stored at full charge, as in

the case of a laptop that's left plugged in all day. Smartphones‟ apps

running in the background also impact the heat of the phone. The most

likely culprit is actually a phone's case especially if it includes a battery

pack of its own.

CAUSES OF HEATING OF PHONE

MALFUNCTIONING AND IMPROPER CHARGER: Malfunctioning or broken chargers are the No. 1 cause of cell phones

becoming hotter than usual. Broken chargers typically channel the wrong

voltage to your phone's battery, causing the unit to heat as the excess

electrical energy transforms to heat. Using a charger that is not rated for

one's phone battery type can also cause the phone to heat up.

INSUFFICIENT AIR CIRCULATION: Computer processors generate heat. Cell phones use computer

processors, and are designed to take that heat from the processor and

transfer it somewhere where it won't damage the sensitive internal

electronics: typically to the phone's external casing where the excess is

disbursed by normal air circulation. Keeping your phone in pocket or in any

similarly closed location prevents the air from cooling the phone.

HEAVY USAGE: Computer processors generate more heat the more they are used. Using

phone for extended periods of time, especially for process-heavy

applications, the unit to heat up is more than usual.

NEED IDENTIFIED So, what, if anything, can be done about an overheating gadget?

Efficient thermal management for mobile devices like smartphones is

crucial to increase battery life and wasteful heat loss from circuit.

Temperature reduction (possible through efficient casing designs) ensures

power conservation in device, and increases device longevity. Due to

lesser moving parts in mobile devices, wear and tear due to motion is of

lesser concern than that caused due to locked heat in the mobile circuit

system. Overheating of smartphones yields slowed short-term performance

due to avoided thermal runaway, apart from damage to mobile

components causing longer tem performance related issues.

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The product Cool Tec is a mobile thermal management protection that

ensures managing and reuse of heat generated in smart phones and

PlayStations to be dissipated through the use of thermo electric nano -

materials and associated technology.

CONCEPT The concept is to dissipate the heat generated in the high end smart

phones due to the using of phone for longer duration, while charging or

use of high processing applications. We plan to use Thermo Electric

Material to absorb the heat generated and convert it into electric energy

that can be used to recharge the phone.

THE PRODUCT

COMPETITORS

Research and prototypes have largely focussed on the convective means

of heat dissipation. A more recent one was a multichip module consisting

of laminate substrates connecting GaAs and Silicon made active devices.

Therein, the thermal transmission is enabled through the top surface of a

die to the external test board5.

In another cooling application made for Sony PSPs, the fan was designed with

an in-built battery operated mechanism (NiMH rechargeable battery). While

this was designed primarily for Sony PSPs, one of the underlying disadvantages

remained the need to recharge it with ac power adaptor that came with the

PSP6.

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Koolex‟s (from Pouch World) Mobile Cooling pouches with

Silica Gel based cooling pads that ensured heat dissipation

while charging the phone and communicating using it. It

was claimed to provide extended and improved battery life

of mobile phones for which it was used. It was also meant to

ensure comfortable listening while reducing the

temperature around the speaker area.

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COMPETITIVE ANALYSIS

PROBLEMS WITH THE CURRENT PRODUCTS 1. These products are not aesthetically appealing

2. They make the phone look bulky

3. They add to the weight of the phone

4. They restrict on use of the phone

CONCLUSION All these products are not suitable for high end smart phones which are

more like an accessory to consumers. The customer pays for various

features which they want to use fully. Thus a product that takes care of

functionality and aesthetics of the phone should work well in the market.

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PRODUCT SCOPE

MARKET SIZE Worldwide, smartphones are the communications accessory of choice,

including in emerging markets where consumers are taking up new, more

basic models as this prop moves from being a luxury item to a necessary

lifestyle aid.

According to Euromonitor International data, annual smartphone sales

surged from US$7.9 billion to US$83.3 billion between 2005 and 2010, with

China surpassing the USA as the largest national market during 2009. Real

global smartphone sales are forecast to reach US$137.4 billion in 2012. For

many developed market consumers, PCs and laptops are beginning to

take a backseat as most smartphone owners use these convenient

devices to surf the internet and watch TV anywhere from parliaments to

buses. New aids such as Hive Dock, designed to assist elderly people with

visual impairments to use smartphones will expand the population of

smartphone users still more.

Retail Sales of Smartphones by World Region: 2010-2015

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WHY CONSUMERS BUY SMARTPHONES Smartphone is the technological equivalent of a Swiss Army knife. It

represents a perfect example of the convergent digital

device – absorbing common portable device functions like video and

email as well as simple things like time keeping. With its key internet access

feature, its function as information hub and checker, communicator and

increasingly digital purse is assured. Consumers also treat their phones

predominantly as representation of personality, status or style too.

CONSUMER USE BEHAVIOR Euromonitor International's Annual Study 2011 confirms the centrality

of smartphones to the lives of consumers in the following findings:

1. Mobile phones were used to buy an item or service at least once per

month by 30% of online respondents;

2. As many as 33% of Chinese respondents make a purchase using a

mobile phone at least once per week, compared to just 6-7% of

respondents in France, Germany and Japan;

3. 33% of respondents compare prices in store with a phone at least once

a month, while 30% make purchases with a mobile. China had the

highest share of respondents who compare prices in-store at least once

per week, at 39%, while 43% read reviews on their mobile phones.

Young people are now so addicted to their mobile phones it feels like they

have lost a limb when they are without them, a report published by the

International Center for Media & the Public Agenda has found.

Smartphones are so addictive that many users now hear “phantom

vibrations” because they are desperate to receive new messages, and are

obsessive about checking their emails and social networking sites an

academic study from the University of Worcester has found. There's even a

new condition 'text neck' caused by the time users spend hunched over

mobiles and tablet screens. 2012 will see more consumers using

their smartphones to make transactions, using mobile, cashless

technologies from Near Field Communication to QR codes to personal

card readers.

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KEY INSIGHTS

THE GROWING HEAT PROBLEM IN SMART PHONES With the extensive use of applications and features of smartphones the

phones get heated up. This is an emerging problem and has not been

solved well by the existing few products in the market. The market size for

smartphones has drastically increased and will soon penetrate to rural

sector too. Since the problem continues to exist and the market size is high

there is a huge scope for the product.

PHONES ARE PRECIOUS ACCESSORIES Also the existing trend of using smart phone as an accessory reflects a

need for a smart solution to the problem of heat.

SMART PHONES NEED TO BE MORE DURABLE People are paying a lot for the gadget and want to use it for a little longer

to avail the benefits of the value that they have paid for the same. Thus, a

product that makes their smart phone‟s life longer would be a benefit for

them.

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DESIGN OBJECTIVES

We identify the design objectives as under:

PROTECTION FROM OVERHEATING: The thermo electric cooler circuit avoids temperature differences when the

temperature limits are reached. This ensures reduced damage to the

battery from overheating, thereby improving battery's longevity.

SURPLUS HEAT DISSIPATION: Heat dissipation from the battery allows higher currents to be carried

before the temperature limits are reached. Heat flows out of the battery by

convection, conduction and radiation. The design objective is to maximize

these flows by providing efficient heat conduction path from the battery

deploying thermo electric coolant.

UNIFORM HEAT DISTRIBUTION: We anticipate localized heat spots within the battery pack that may

exceed the specified thermal limits. Through the battery is designed for

optimal thermal dissipation, there could be a problem with the cells in a

multi cell pack which will be surrounded by warm or hot cells compared

with the outer cells in the pack experiencing a cooler environment. The

design objective is, importantly, uniform heat distribution.

DESIGN OBJECTIVES

Protection from

Overheating

Uniform Heat

Distribution

Surplus Heat

Dissipation

Heat Recovery

Minimised Addition to Weight

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HEAT RECOVERY: We, through this product design, extrapolate a possibility of converting the

dissipated heat into electric energy to re-charge back the phone battery.

This ensures that the design is eco-sustainable and saves electricity.

MINIMIZED ADDITION TO WEIGHT: One primary design objective is to minimize additional weight to the

mobile device. The design theory explores the possibility of deploying

forced air cooling using a fan (s). Though simpler and inexpensive, the

thermal capacity of air (the thermal fluid) limits the design effectiveness

(the thermal capacity of air is low). We explore another optimal option of

using low weight materials.

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TECHNOLOGY

The design employs thermo electric cooler materials which help convert

heat (temperature differences) directly into electrical energy. The

underlying principle is the “SEEBECK EFFECT” (or thermoelectric effect).

THERMOELECTRIC COOLERS consist of electrically connected

thermocouples (in series), sandwiched between two Alumina Ceramic

plates. The desired cooling capacity may be altered with changing the

number of thermocouples, from few elements to hundreds of units.

THERMOELECTRIC COUPLES PROPERTIES The following physic-chemical properties of Bismuth telluride (Bi2Te3) find

acceptance in the technical design:

1. Narrow gap layered semiconductor (trigonal unit cell). Valence and

conduction band structure (many-ellipsoidal model with 6 constant-

energy ellipsoids centered on reflection planes).

2. The Vander Walls bonding with the neighboring Tellurium atoms ensures

easy cleavage along trigonal axis necessitating Bi2Te3 based material

(those used for power generation/ cooling applications) to be

polycrystalline.

3. The efficiencies of Bi2Te3 based materials can be enhanced by creating

structures where dimension (s) is (are) reduced. N-type Bi2Te3 has

demonstrated higher Seebeck coefficient (voltage/ temperature

difference) of −287 μV/K @ 54 C. Nevertheless, higher Seebeck

coefficient implies reduced carrier concentration and electrical

conductivity.

Occasionally, Bi2Te3 reports high electrical conductivity (1.1×105 S·m/m2)

and low lattice thermal conductivity of 1.20 W/ (m·K).

PREPARATION Bi2Te3 is synthesized by sample sealing (under vacuum) of bismuth and

telluride in a quartz tube heated to 800°C (muffle furnace procedure to

avoid explosion). Commonly available telluride of varying stoichiometry

includes compounds of the Bi-Te-S-(Se) like Bi2Te2S (tetradymite).

TEMPERATURE OPERATING IN SMART PHONES The electrochemical processes while charging/ discharging of phone

battery yields significant temperature differentials. While the optimal

battery performance is usually specified for + 20°C to +30°C range,

significant performance deviations are reported at higher or lower

temperatures. The temperature differential generated is ~ 35°C.

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CONSTRUCTION A typical Thermoelectric Module consists of the following components:

Thermoelectric Material: These are semiconductors to be optimally

sandwiched between two metal conductors controlling the charge

carriage and improve heat pumping ability. Given the relative high figure

of merit, Bi2Te3 is explored as design material. Alternative materials (for thin

films) that have potent capacities include Sb2Te3 and Bi2Te3, Lead telluride

(+ alloys), SiGe and nano-materials.

TIM (Thermal Interface Material): Underlying principle includes heat transfer

from the object being cooled (or heated) to the Peltier module

and subsequently to the heat sink. Given the imperfect nature of materials

between the layers of object and Peltier Module (and Peltier Module to

Heat Sink), the heat transmission may occur poorly. This necessitates the

use of Thermal Interface Materials like

ainlysilicone based greases, elastomeric pads and thermally conductive

tapes.

Heat Sink: Required for heating/ cooling the thermal load, heat sinks are

deployed to collect/ dissipate heat from a source to another. This, thereby,

reduces probabilities of TE device getting overheated. Conventionally, fan

(s) is used to optimally minimize the size of heat sink size.

Usage of two type of Material (p and n type): TE devices made of single

semiconductor pellet can‟t optimally pump heat through them. Higher

heat pumping capacities have been enabled through multiple

semiconductor pellets in parallel, connected both electrically and

thermally. Alternatively, N and P type pellets can be used in a

thermoelectric couple (with a copper tab junction), enabling heat flow in

a specific direction thus ensuring optimal configuration of a series circuit.

WORKING: The battery is in direct contact with the heat sink which dissipates heat

from the battery, eventually, transferring it to the dielectric surface of the

TEM. By the virtue of „Seebeck Effect‟, the generated current is in turn used

for charging the battery. A Bi2Te3 TEM (40 couple p-n junction) can

produce 3V for a temperature gradient of ~8 C.

THERMOELECTRIC PERFORMANCE: TEM performance depends on the following factors:

1. The temperature of the cold and hot sides.

2. Thermal and electrical conductivities of the device‟s materials.

3. Contact resistance between the TE device and heat source or heat

sink.

4. Thermal resistance of the heat sink.

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1

2

3

4

The heat absorbed is transferred through substrate to thermo couples

connected with conductor. The thermocouples are made of the

thermoelectric nano material bismuth telluride.

Temperature difference between the cold side and battery when in

contact start the energy transfer and convert the heat energy into

electric energy which is directed to the interim storage and redirected

to recharge the phone.

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WORKING

THE FINAL PRODUCT:

DIMENSIONS (MM):

Thickness: 1.1

Individual layer‟s Thickness:

Heat Sink(copper plus thermal paste): 1mm

Bismuth Telluride thermo couple layer: 0.1 mm

SPECIFICATIONS:

3V for a temperature gradient of ~8 C

Cooling power (ΔT = 20 K): 0.3 W

BENFITS OF THE PRODUCT: Protects From Overheating

Discipates surplus heat

Distributes heat uniformily

Recovers heat and converts into electric energy to recharge the phone

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USE SCENARIO

Here are a few scenarios in which the user would be using it.

Sudip is a college going guy of 25 years. He is a very socialized person and

has a few girl friends too. He keeps talking and texting from phone round

the clock, while brushing, shitting, eating, sleeping, during lecture and

wherever he goes. His phone used to get heated up a lot and he had to

juggle for his ear phones or some air conditioner to cool his phone. Now he

uses the CoolTec in his smartphone and is very happy as he can talk easily

for long and his ear doesn‟t hurt because of the heat. His battery cycle

has also improved by the self recharge mechanism. He is very happy now.

Rohan is a gamer. He is a very tech savy person and loves exploring apps

and games on his smart phone. His phone used to get heated on use of

high power applications and internet-enabled functionalities. His hands use

to sweat because of the heat and would get irritated and leave the

phone. Now his smart phone has CoolTec. His phone doesn‟t remain hot

and he can easily play for long.

Ruparna is an co-orporate head and travels a lot all the time. She doesn‟t

find many places where she can charge her phone frequently. Her

smartphone‟s battery dies soon because of the over use of applications on

the go. Now she has CoolTec in her smart phone which recharges her

battery from time to time. She is very happy with the reduced frequency of

recharging.

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BUSINESS MODEL

VALUE PROPOSITION Cool Tec – A Mobile Thermal Management System ensuring dissipation -

reuse of heat generated in smart phones and PlayStations to eco-smart

recharge of phone batteries. It is an eco friendly way to recover dissipated

energy and converting it to usable electrical energy; with additional

offering of increased durability of smart phones.

REVENUE STREAMS We envisage the under listed revenue streams for the product:

Through contract with mobile manufacturers:

We plan to operate on contract based to enable sustainable operations in

the initial years of existence. The primary challenge shall be to negotiate

profitable terms with the case/ battery manufacturer.

Through shared profit with on store sales:

The product will also be sold through retail store where the challenge is to

train the employees to be able to install CoolTec into the product.

Through contract with other handheld devices manufacturers:

We would be introducing it for other handheld

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USER

SATISFACTION

CONVINIENCE

SUSTAINABILITY COMFORT What

do we

offer?

KEY PARTNERS 1. Investors

2. Employees

3. Staff

4. Mobile phone manufacturers

5. Mobile phone dealers

6. Other Agencies for outsourcing

7. Machinery manufacturers

8. Raw material manufacturers (nano materials and others)

9. Government

KEY ACTIVITIES 1. Research and Development

2. Designing and Prototype

3. Production and operations

4. Finding manufacturers and dealers

5. Marketing and Sales

6. Finance and Accounts

7. Legal Activities (IPR protection and other)

KEY RESOURCES 1. Land

2. Machinery

3. People (Labor, Maintenance staff and employees)

4. R&D Data

5. Office equipment and furnishings

6. Database of manufacturers

7. Stationery and raw materials for prototyping

CUSTOMER SEGMENT The end target customer segment are the final users of smart phone.

Specially hi-end smart phones which are priced more than 20K.

DISTRIBUTION CHANNEL The CoolTec would be sold to customers as an inbuilt part through smart

phone manufacturers like Apple, Blackberry, Sony, Samdung etc. and as

an additional product through smart phone dealers or retailers. It cannot

be directly sold to the customers online as CoolTec needs to be

connected to the circuit for recovery of heat.

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CUSTOMER RELATIONSHIP Since the product is meant to increase the life of the phone battery its

performance would itself for better customer satisfaction. We would offer a

separate warranty for CoolTec and change of the components in case of

faulty performance.

We would keep a close eye on the customer feedback online through reviews

and through personal feedback taken from the dealers as they are more close

to the end users.

COST STRUCTURE CALCULATION OF COST PRICE

Bismuth Telluride price = $1000/kg

Density of Bismuth Telluride = 7.70 g/cm3

Typical battery surface area size = 25 cm2

Required thickness = 0.1 mm = 0.01 cm

No. of Bismuth Telluride 0.1 mm films produced/kg

= 1000/(7.7*25*0.01) = 520 piece (Approx.)

Price per piece of Bismuth Telluride film = 1000/520 = $2 (Appprox.)

Copper price = $10/kg

Density of Copper = 8.96 g/cm3

Required Thickness = 1 mm = 0.1 cm

No. of Copper 1 mm films produced/kg

= 1000/(8.96*25*0.1) = 45 (Approx.)

Price per piece of Copper film = 10/45 = $ 0.22

Total raw material price of the “CoolTec” product = $ 2.22

Assuming manufacturing cost per piece of CoolTec= $ 0.75

Total Cost price per piece of “CoolTec” = 2.22+0.75 = $3 (Approx.)

PROFIT CALCULATION ASSUMPTIONS:

Given high barrier to entry due to us having technology and first mover

advantage, we will keep high margin of about $1 per piece i.e. around 33%

margin.

Apple iphone‟s has 16.9% share in smartphone market. Iphone‟s yearly sales

are around 100 million sets.

Taking double of the yearly sales of iphone as the proxy for yearly sales of

smartphone over Rs 20,000, we get a market size for CoolTech of around 200

million annually.

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Assuming we capture only 10% of this market in 1st year. This is quite probable,

given our innovative product and low profit margin at our end.

Total yearly profit = 200*106 * 1 * 0.1 = $ 20 million

FINANCIAL FORECAST

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2012 2013 2014 2015 2016

Market Size (No. of smartphones sold (in million) of more than Rs 20,000) 200 218 237.62 259.0058 282.3163

Market share of CoolTech (in %age) 10% 15% 20% 25% 30%

Sales of CoolTech (in million pieces) 20 32.7 47.524 64.75145 84.6949

Revenue from CoolTech (in million $) 60 98.1 142.572 194.2544 254.0847

Operating Margin in million $ (approx. 30%) 18 29.43 42.7716 58.27631 76.22541

NPV of first 5 year profit (in million $) $137.25

Intial Investment (Assuming zero initial investment)

Smartphone market Y-O-Y growth rate 9%

Discount rate (Assumption: given the risk taken) 15%

BUSINESS PLAN

ENTRY BARRIERS Mobile phone cooling apparatuses have recently started gaining acceptance.

However, the market receptivity continues to be localized to premium

smartphone users. Few competitor companies like Koolex have launched

coolant filled mobile covers. Barring similar companies and designs, there

practically are no companies investing in smart battery coolant systems using

thermo-electric materials (TEM) and eco-smart designs enabling recharging

back the battery.

On that front, we anticipate low entry barriers. We in subsequent sections,

enumerate key operation challenges that may provide entry barriers during

inception.

SHORT TERM PLAN

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Collaborating with R&D institutes to develop a working prototype and testing it

Getting patent for the product design, concept and manufacturing

process

Collaborate with multiple

phone/battery manufacturing

companies

Manufacture CoolTech

ourselves or through mobile

manufacturer/ third party?

Collaborating with venture capital firm

for financing

Decide terms and conditions for

revenue/profit sharing

Pitching to multiple phone/battery

manufacturer for adopting CoolTech

Increase revenue through B2B

marketing activities

Expanding the product line to other e-

devices through R&D

Third

party/mobile

manufacturer

Manufacture

ourselves

LONG TERM PLAN: SCALABILITY AND EXPANSION Given the on-going price war, and subsequent squeezing of profit margins

of the smartphone and playstation players, the mobile handsets are

expected to witness price reduction. Accordingly the market is slated to

expand due to increased willingness to own affordable smartphones and

playstations. Product differentiation shall remain key differentiation. Key

operating players include Apple Inc., HTC Corp., Nokia Corp., Samsung

Electronics Co. Ltd., Karbonn Mobiles, LG Electronics, Maxx, and Micromax.

CoolTec is expected to find wide market receptivity given the expanding

Smartphone and Playstation Market and increasing volume-based

transactions in the industry.

The thin film attachable product shall be advertised in print and online

using Web 2.0 techniques leveraging effective content management

capabilities. The online sales are expected to stabilise post year 1.

EXIT STRATEGY CoolTec is expected to experience first mover advantage for being

disruptively innovative in respective product segment. As the product

matures, post growth and acceptance in the market, the possibilities of

selling the patent right to a prospective manufacturer along with the unit

may be explored. The product may be extended for other electronic

appliances later.

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CHALLENGES

IPR PROTECTION One of the prime challenges shall be patent filing and commercialising fast

in the market. Given the highly competitive and fast growing market the

threat of replication is very high.

FINDING MANUFACTURERS AND DEALERS Another operational challenge shall be to locate manufacturers of mobile

phones that are ready for negotiating profitable terms and raw material

and machinery providers who would help us with the asset adequacy for

manufacturing the product. Post manufacturing, dealers and retailer

network building shall require sales force preparedness and logistic

challenges.

MARKETING AND DISTRIBUTION A network of dealers and retailers can be built only through continued

efforts towards sales and marketing of the product. Since this shall be

disruptively unique in the product category for various smartphones, the

product is expected to pick up in sales in year 1 itself. Sales shall be tied up

with various smartphone manufacturers.

RESEARCH AND DEVELOPMENT Given the dynamics of the smartphones market crowded with newer

designs, we shall be required to set up a R&D wing that strives for requisite

changes in design and utilities of the product. Development of working

prototypes for demonstration to prospective clients shall requisite

adequate design research and development.

DESIGNING AND PROTOTYPING Pitching to prospective smartphone manufacturers shall be corroborated

with functional prototypes in hand. Sufficient design and prototyping

research and fund adequacy (for suggested and requisite design

changes) shall ne remain a prime concern.

OPERATIONS Logistic challenges of sales force preparedness, distributors and retailers for

on-ground sales shall be an operational challenge. Ensuring sufficient

brand equity online through continued costumer reviews and

incorporation in designs shall be another.

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BIBLIOGRAPHY

1. http://www.dropeik.com/risk_excerpt.html

2. http://www.betterhealth.vic.gov.au/bhcv2/bhcarticles.nsf/pages/Mobil

e_phones_and_your_health

3. Wikipedia

4. http://www.sciencedirect.com/science/article/pii/S1359431110002498

5. http://www.electronics-cooling.com/2000/05/a-system-level-cooling-

solution-for-cellular-phone-applications/

6. http://www.cellphoneshop.net/cofanforsops.html

7. http://www.popularmechanics.com/technology/how-to/tips/why-

does-my-phone-get-so-hot

8. http://www.portal.euromonitor.com/Portal/Pages/Search/SearchResults

List.aspx

9. http://scienceray.com/technology/the-1-fabric-that-could-charge-

your-iphone-using-the-heat-of-your-body/

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New Technology Application Design and Business Model

Report by: Debasish Mitra (IIMA)

Jyotika Bindra (NID)

Ravish Kumar (IIMA)

Tanu Malhotra (NID)