This document proposes business ideas for Tektronix oscilloscope software. It identifies trends in test and measurement and software industries like mobile computing and cloud-based pricing models. It analyzes the impact and uncertainty of these trends on Tektronix. The document suggests ideas like data analytics, remote monitoring and diagnostics, and "on demand" pricing. It evaluates these ideas based on factors like customer value, risks, and recommends next steps to test potential new products and services.

1. Tektronix oscilloscope software:
Business ideas
Babu Appunny
MBA, B Tech, Six sigma black belt
Email: babu_c_appunny@yahoo.com
Phone: +91 9010 320 471 or +91 40 4026 8845

2. Notes
• This presentation is intended to share my
thoughts in developing product road map for
Tektronix’s oscilloscope software solutions.
• As outsider I have limited information about the
organization’s competencies and features in its
products; hence there is high probability that the
suggested ideas have been implemented,
considered or dropped after consideration.

3. Contents
• Industry trends and software trends
• Uncertainty and Impact analysis of the trends
• Adjacency analysis of the industry
• Product ideas

4. Trends: test & measurement and software industries
the trends of today will become stronger and shape the industry tomorrow
Mega Global Forces Competitors & Substitutes
Social, Technological, Economic, Political, Environmental
• Oscilloscopic apps on smart phones and tablets
• Competition from low cost competitors, especially
• Rohde & Schwarz's entry in oscilloscope market
from China
• Lecroy’s focus on medium/low end market
Changing Capabilities Customers
Competences, Suppliers, Partners & Networks Consumers, Channels, Influencers
• Pressure to reduce upfront investment
• Cloud computing and “On Demand” pricing models
• Data analysis and interpretation
• Mobile computing

5. Impact and uncertainty analysis
High impact and high uncertain trends will be the differentiators tomorrow
Software
# Trend Name
Scope High Change is clear hence all players
1 Competition from low cost No will be prepared to face the 2 6
competitors challenges
2 Cloud computing; “On Yes Tomorrow’s differentiators:
Demand” pricing models; Under prepared players loose
Pressure to reduce upfront 3 the market share and prepared
investment players surge ahead in market
Impact
3 Mobile computing; Yes
Oscilloscopic apps on smart
phones and tablets
4 Rohde & Schwarz's entry in No
Not Critical
oscilloscope market
5 Lecroy’s focus on mod/low end No
market
6 Data analysis and data Yes Low
interpretation
Low Uncertainty in industry adoption High
• The trends 1,4 and 5, which are not in scope of software solution, have been omitted; however these
shall be considered in the product plan of Oscilloscope as a whole
• Higher uncertainty in industry’s adoption is an opportunity for growth. While other players are
“thinking” about the opportunity, Tektronix can develop and market the solutions.

6. Adjacency analysis: product/technology and market
Entry to the adjacent space offers immediate opportunity, where as entry to new space offers
medium to long term opportunity
• Remote monitoring & • On demand pricing
diagnostics: onsite
New
Product or technology
• Real time monitoring & • Medical diagnostics (EKG)
Adjacent
diagnostics: Laboratory • Asset management
• Premium oscilloscope
• Measurement solutions
Core
• Testing solutions
Current, proven Adjacent New
Market, business model, or channel

7. Business ideas:
Opportunities that delivers future growth are considered for detailed analysis
Sl # Business Idea Source Description
A Data analytics Trend analysis Statistical analysis of the data captured using oscilloscope
a) Online: limited analysis, while the scope is connected to
the system under test
b) Offline: Complex analysis with stored data captured
with the scope
B “On Demand” pricing Trend analysis Sell hardware, enable advanced features based on the
subscription
C Real time monitoring Adjacency Capture waveform data for all the connected channels
& diagnostics: analysis based on configurable events. For example capture all
Laboratory analog signals when any of the signals raise above 125% of
the configured value
D Remote monitoring Adjacency Same as in (C) but at site conditions.
& diagnostics: analysis An oscilloscope with possible cloud connectivity minus
onsite local display panels will be sold for this solutions
E Asset management Adjacency Monitoring of high cost, long life, mission critical
analysis equipments
F Medical diagnostics Adjacency EKG machine
analysis

8. Opportunity analysis:
Implement the ideas that delivers best benefits with less risk and cost
Sl # Business Idea Value preposition Customer base Risks & challenges
A Data analytics Detection of the trends and Existing •Statistical data analytics
variance, which usually human features in the software
eyes miss
B “On Demand” Low upfront investment Existing •Internet based licensing
pricing model
C Real time monitoring Enables the resolution of hard to Existing •Event detection feature
& diagnostics: detect events, resulting optimal •Waveform capture
Laboratory product design. feature (existing feature)
D Remote monitoring Enables the resolution of hard to Manufacturers of • Same as in (C) plus
& diagnostics: onsite detect events, resulting optimal Power electronics •Data transfer over
product design. products internet, 3G/4G, VPN
• Switched power
supply
• Drives & controls
• Locomotives
E Asset management Tektronix cannot provide Service organizations •Same as in (D)
significant differentiation over that support industrial •Different market segment
existing products in the market equipments
F Medical diagnostics Healthcare customer Totally new market for the
(EKG) base company

9. Business ideas: next actions
Implement the ideas with lesser risk and do market research before
implementing the ideas with greater risks
Sl # Business Idea Actions
A Data analytics • List the relevant statistical features in the product line and work with customer
groups to identify the most important features
• Develop and test market the product
B “On Demand” pricing • Market research to identify the need in the market
• Develop the product if there is need in the market
C Real time monitoring & • Implement event configuration and detection feature in existing platforms
diagnostics: Laboratory • Develop and test market the product
D Remote monitoring To be done once (C) is done.
& diagnostics: onsite • Market research to identify the need in the market
• Develop cloud connectivity for data transfer
• Test market the product
E Asset management Internal discussion to take a decision on entering new market spaces
F Medical diagnostics
(EKG)