The document discusses Sony's AtracTable technology and its potential applications. It describes AtracTable as a smart augmented reality tabletop device that can recognize users and operate without physical barcodes. Three potential applications are analyzed: advertising, retail shops using AtracTable instead of retail staff, and self-checkout systems. AtracTable is compared to competitors like Samsung SUR 40. The document also outlines Sony's strategy to protect its technology through patents and explores possibilities like expanding into consumer markets.

1. SONY AtracTable
MT4002: Technology Management Strategy
Group members:
Cheng Jee Fong, Maple
Hon Singya (Han Xinya)
Khairul Azhar Bin Rosawi
Tan Shi Yang, Gerald
Tan Yong Guan

2. TAB ONE TAB TWO TAB THREE TAB FOUR
• ApplicationActivities
Scope of 1 – Advertising
SWOT Analysis
• ApplicationAtracTable
Introduction2 –AtracTable
BusinessDisintegration
Future
VerticalofNetwork Model
to Retail
• ApplicationControl Check Out
Competitor 3 – Self
Strategic Overview

4. Key Features of Technology
• Smart AR
– Ability to operate without physical barcode
• Camera
– 3D Capabilities
– Able to recognize users’ physical attributes

5. Application 1
ADVERTISING

6. Old Technology – Bus Stop Advertisement
New Technology – AtracTable

8. Technology Comparison
Conventional Methods AtracTable

9. Customer Selection

10. Wants
• Unique and effective advertising medium
Value Proposition
• Build Strong Brand Identity
• Interactive Display
• Social Media

11. Application 2
RETAIL SHOPS

12. Old Technology – Retail Staff
New Technology – AtracTable

13. Technology Comparison
Conventional Methods AtracTable

14. Customer Selection

15. Wants
• Be able to engage and manage crowds
efficiently
Value Proposition
• Improved customers’ experiences
• Potential links with a company’s and
customers’ social media

16. Application 3
SELF CHECK-OUT

17. Old Technology – Self Checkout Machines
New Technology – AtracTable

18. Technology Comparison
Conventional Methods AtracTable

19. Customer Selection

20. Wants
• Shorter queue times
Value Proposition
• Efficient Checkout System

21. Other Applications
• Information Boards at Mall, Transportation
• Products Showcase at Trade Fairs
• Borrowing Books at Library

22. Method of Value Capture
Suppliers Programmers
+
data exposure money money Software
service product
Marketing Retail
Sony
Agencies + +
reputatio Pay/sa
reputation Less Money
/ Contract n le
Basis
experience money
experience
money
Consumers
or
product service Customers of
Retail

23. Competitor Overview
Samsung SUR 40
• Technology bought from Microsoft
• PixelSense Technology
• 50-points of simultaneous interaction
• Operates on Bing

24. Competitor Overview
Dimension of
SONY AtracTable Samsung SUR 40
Performance

25. Strategy Canvas ~ AtracTable
High
AtracTable
SUR 40
Low
Price Object Image User Customizability
recognition Quality Experience

26. Scope of Activities
In House Outsource

27. POSITIVE NEGATIVE
INTERNAL
FACTORS
STRENGTHS WEAKNESSES
•High overhead cost
• Economy of scale in R&D •Niche market – only targeting
• High barrier to entry – patent business
our own unique technology
SWOT
Analysis
EXTERNAL
FACTORS
•Changing consumer
purchasing behavior
•Emergence/Evolution of touch •Technological advancement
screen user interfaces in everyday
life
OPPORTUNITIES THREATS

28. Strategic Control
Protection of Patent (In-House Technology)
• Hardware
– SONY ISSXCD-V60 Lenses
Increase
• Software barrier of
entry
– Smart AR Technology
– 3D Technology
– Software Recognition

29. Entering the consumer electronic market
GOING FURTHER

30. Possible Future Effects
• Diffuse into the consumer market
• Large majority of market
• No longer rely on production
• More range of products available

31. Imagine …
AtracTable in our daily lives …

32. Value Proposition
Strengthens the bond of a
family under the theme
“Sharing is Caring” .
Members can share
information, pictures,
videos and even
handwritten messages
to their love ones.

33. Business Network Model
Less money Money
Software
Companies Sony E-Store
SDK
Maintenance
Treatment
Contract
less money
Patients Healthcare
Sony Consumers
Money
Money Product
Product
Less money
Money
Money
Property Apps
Developers
House Money
Home Owners
Maintenance

34. Thank You!